Cassie Roberts from Saffire discusses how organizations can maximize revenue through online sales and ecommerce. She recommends having a strong online presence with compelling websites that make purchases easy. Customers now expect to be able to buy tickets, merchandise, and more online. Bundling items, clear calls to action, mobile optimization, and email marketing can boost online sales. The goal is to get more visitors to your homepage and convert a higher percentage through the sales funnel to purchases.

1. Cassie Roberts | Saffire
REVENUE
THROUGH ONLINE SALES
MAXIMIZE YOUR

4. SOMETHING
BUT
WAS MISSING

5. HELP MORE PEOPLE!
We wanted to

12. CLIENT PORTFOLIOVisit Navasota
South Texas
State Fair
Rodeo Belton/
4th of July
Celebration
Brazos Valley
Fair
Heart O' Texas
Fair & Rodeo
Amarillo Tri-
State Fair
Fort Bend
County Fair
Central Texas
State Fair
Comal County
Fair
Okeechobee
Napa County Fair
Dodge City Round
Up
Brazoria County
Fair
San Angelo
Rogers County
Fair
Greater Baton
Rouge State Fair
Central States
Black Hills
Stock Show/Rodeo
Los Fresnos
Twas the Lights
Reno Rodeo
Redding Rodeo
Northwest
Carroll
County Fair
Pendleton
Round-Up
Pony Express
Days
Arizona
National
Livestock
Show
Yolo County
Fair
California
Rodeo Salinas
Rio Grande
Valley
Livestock
Show
Old Sorehead
Four States Fair
Montgomery County
Fair
Agricultural
Learning Center
Grant County Fair
North Texas State
Fair
Rooftop Rodeo
West End Fair
Crabtree
Amusements
Trinity Valley
Exposition
Brackenridge
Recreation Complex
Kitsap Rodeo
Cowpokes
Salvation
Army
Jerry Jones
Education
Town
Wings Stadium
Bradford
County Fair
Pasco County
Fair
Greeley
Stampede
Sweetwater
Events
Complex
iFest
Hardee County
Fair
Angelina
OVER
200
CLIENTS!

13. WEBSITES?
Why do we have

14. TO MAKE MORE MONEY!To promote.To educate.To entertain.

15. ECOMMERCE ON THE RISE

16. PEOPLE EXPECT ECOMMERCE
Consumers want what they want and they want it NOW!

17. THINGS HAVE CHANGED BEFORE!
Imagine shopping with a Sears Catalog and MAILING OFF for your items!!
19971897 NOW

18. IS THIS THE FUTURE?

19. WHY SHOULD YOU HAVE ECOM?

20. ECOMMERCE=INSURANCE POLICY

21. ECOMMERCE=INCREMENTALREVENUE

22. WHAT DO CUSTOMERS BUY ONLINE?
• Advance Tickets/Wristbands
• Merchandise
• Memberships
• Registrations
• Sponsor/Ad Placement

23. WHAT TO EXPECT
HOMEPAGE 100%
PRODUCT PAGE 16%
CART 4%
BUY 1-2%

24. TRANSLATION
• Typically, ONLY 1-2% of your website visitors will result in a
purchase, and sometimes it’s less!
• How can we improve your sales resulting in a bigger pile of cash?

25. MAKE YOUR WEBSITE DO THE WORK

26. CLEAR CALLS TO ACTION

27. BUY FROM ANY PAGE

28. INCLUDING PHOTO GALLERY!

29. CREATE CUSTOMER CONFIDENCE

30. SHOW & TELL
• The more information you can give, and pictures/videos you can have of
an item you’re selling, the more likely someone will be to buy.

31. DETAILED INFO

32. MERCHANDISE SALES

35. SEE WITH JEANS!

36. (I BET SEARS DIDN’T HAVE THAT)

37. ANNOUNCE MERCH EARLY!

38. CONNECT ECOMMERCE & SOCIAL

39. FACEBOOK ADS

40. 12 TIMES
Video watchers are
more likely to purchase.

41. VIDEOS NEAR BUY BUTTON!

42. ADD EMAIL TO ECOMMERCE STRATEGY

43. Most Cost-Effective
Top Revenue Generator
Fastest Results

44. 44% of email recipients made at
least one purchase last year based
on a promotional email.

45. WHY IS IT SO EFFECTIVE?

46. 1: EMAILS OFTEN OFFER DISCOUNTS

47. DETERMINING PRICE & DISCOUNTS
7 in 10 people say they made use of a coupon or discount from a
marketing email in the last 7 days.

48. THE GOOD NEWS
• Only 80% of tickets bought online are redeemed.
• Consider 20% discount– You could break even!

49. USE PROMO CODES
• Determine ROI of your advertising methods
• EX: Radio station names
• Use a sponsor name as the promo code
• EX: Enter “COKE” at check out for 20% off!
• Be timely to drive sales
• EX: You haved until 5:00pm on Friday to get the discount!

50. PROMO CODES
Tie directly in the purchase process

51. PROMO CODES REPORTING

52. 2: PEOPLE READ EMAIL ON MOBILE
(And up to 33% of ecommerce is expected to be on mobile in 2015!)

53. MOBILE PURCHASE

54. The Old Days
The Late 90’s
Now

55. MAKE SURE YOU’RE MOBILE

56. LOCAL ADVANTAGE
• Customers increasingly use mobile search to shop.
• 95% of all mobile searches are for local goods.
• 61% of all local searches result in a purchase.

57. SELL SMARTER

58. BUNDLE ITEMS
SELL MORE TYPES OF ITEMS TOGETHER
• An admission ticket with food vouchers
• A carnival wristband with midway tickets

59. BUNDLE ITEMS
SELL A REOCCURENCE OF THE SAME ITEM
• Season Tickets
• Mini season theatre packages
• Can bundle 2 big shows & 2 smaller shows
• 1 ticket for each day of a festival sold together

60. BUNDLE ITEMS
SELL MORE OF A PARTICULAR ITEM AT ONCE
• Family 4-pack
• Family 5-pack?

61. PRICE VARIANCE
Family Fun Pack $60.00
Single Day Adult Admission $10.00
Single Day Child Admission $5.00
The thing you want to sell more of looks cheaper!

62. GET TICKETS
HERE!
BUY TICKETS! TICKET DEALS &
DISCOUNTS!
WHICH DOOR WOULD YOU CLICK?
1 2 3

63. CREATIVE BUTTON NAMES

64. ADD COUNTDOWN TO ITEMS

65. SELL TO MORE THAN CUSTOMERS

66. REGISTRATIONS

67. ALLOW CUSTOMERS ONLINE REG.

68. ALLOW VENDORS ONLINE REG.

69. SPONSORSHIPS

70. ONLINE
The most cost-effective
ways to earn your sponsorship dollars are

71. IDEAS
1. Website Logos/Promotion
2. Online Category Exclusivity
3. Presenting Event Sponsor
4. Mobile Sponsors
5. Email Sponsors
6. Social Media Callouts
7. Online Advertisements
8. Online Ticket Sponsors
9. Entire Event Naming Rights or Logo
10. Create a Digital Experience

72. ADVERTISEMENTS

74. ROTATING ADS

75. IN CLOSING

76. REMEMBER THE FUNNEL
HOMEPAGE 100%
PRODUCT PAGE 16%
CART 4%
BUY 1-2%

77. CAST A BIG NET
Get more people TO your homepage so you have a bigger number to start!
Your website must be:
• Easy to find – Are you on Google’s first page?
• Compelling – Once people get there do they like what they see?
• Easy to Navigate – Can people find what they’re looking for?

78. CASSIE SAYS ALWAYS BE HUSTLIN’
• Try to think of new creative ways YOU can sell online!
• There are no bad online sales—any money you make NOW is
money in the bank for later.
• People expect to buy online, so make sure you’re getting a share!

79. FREE ONLINE MARKETING TIPS
Website www.saffire.com
The Amplifier www.saffire.com/podcast
Facebook Saffire
Twitter @SaffireEvents
Instagram saffireevents
Pinterest saffireevents
YouTube saffirestudio
Questions?

80. THANK YOU!
Cassie Roberts
cassie@saffire.com
www.saffire.comwww.saffire.comwww.saffire.comwww.saffire.com