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IFEA 2016 - BYOD: Grow Event Revenue with Online Marketing - Part I

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IFEA 2016 - BYOD: Grow Event Revenue with Online Marketing - Part I

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IFEA 2016 - BYOD: Grow Event Revenue with Online Marketing - Part I

  1. 1. Cassie Roberts & Jessica Bybee-Dziedzic Saffire BYOD Bring Your Own Device Grow Event Revenue With Online Marketing Part 1
  2. 2. Cassie Roberts & Jessica Bybee-Dziedzic GROW EVENT REVENUE WITH
  3. 3. Websites
  4. 4. Integrated Ticketing
  5. 5. Print-at-Home Tickets Include sponsor logos Include advertising
  6. 6. Advance Tickets
  7. 7. Scanning Pre-Sold Tickets
  8. 8. Selling at the Gate
  9. 9. First a little fun!
  10. 10. Impact of Facebook & Social • Each person in theworld- At least if you’re on Facebook!- is connected to each other by an average of 3.5 people. Within the US, people areconnected by an average of 3.46 people.
  11. 11. Find YOUR degree of separation!
  12. 12. My Separation (TOO MANY TRADESHOWS)
  13. 13. People are SO Connected!
  14. 14. User Generated Content 92% of consumers trust online content from friends and family above all other forms of brand messaging 50% of consumers find UGC more memorable than brand produced content
  15. 15. Ben & Jerry’s
  16. 16. #ShareaCoke
  17. 17. Use UGC To Your Advantage! …with a little thing commonly known as…
  18. 18. 56% of Social Users Have It
  19. 19. Your Event Should Use It! • There is VALUE when people think your event looks good online and want to be there!
  20. 20. Compiles mentions from websites, Facebook, Twitter, blogs, forums & more Find When People are Talking About You! Mention
  21. 21. 1. Use Timely Sales Tactics 2. Sponsor A Cause/Charity 3. Incorporate Best Website Practices 4. Start a Loyalty/Membership Program 5. Increase Video Content 6. Don’t Let Email Die Increase Revenue Using FOMO Online
  22. 22. Promo Codes • Everybody loves a discount • Be timely to drive sales • EX: You have until 5:00pm on Friday! • EX: There are only 500 tickets available at this price! • EX: Add 5 of one product to your cart to get a discount!
  23. 23. Promo Codes Tie directly in the purchase process
  24. 24. Promo Codes Reporting
  25. 25. Add to RetailMeNot www.retailmenot.com/submit
  26. 26. For Fun
  27. 27. Christmas Packages • Offer great deals to buy tickets for Christmas Gifts • Create a sense of urgency with a cheaper price/limited time offer--FOMO • Blind buy is okay!
  28. 28. Earned Media
  29. 29. Flash Sales • Offer a great discount for a very limited time • Depending on the timing of your event, works well with Black Friday or Cyber Monday • Hit your website & social presence hard during this time
  30. 30. Amazon Gold Box Deals
  31. 31. Macy’s One Day Sale • Actually happens about 1x/month • “Preview Day” on Friday- promotes urgency, increases shopping time
  32. 32. Customers Too Savvy?
  33. 33. Tell Parters about Sales Early They will help you advertise! www.EDM.com
  34. 34. Use Effective Landing Pages • Specific landing pages from an email or Facebook campaign can be great to drive home a specific point or try some A/B Testing • Ex: Instapage • Establish a goal- i.e., get more email sign ups
  35. 35. Instapage • Good templates • Mobile- friendly • Cost: $29/month • Track specific events, even better than your website can
  36. 36. Anti-Bullying Assembly • Supports a good cause • Gets your name out in the community as a contributor • People connect you with doing good • Partner with an event if you don’t want to host
  37. 37. Make Sure to Post!
  38. 38. Buy One, Give One Many festivals partnering with Big Brothers/Big Sisters or low-income schools to provide free tickets purchased by someone else as a donation
  39. 39. Proceeds for Charity
  40. 40. Have GOOD Calls To Action • Keep it to two to five words • Create a sense of urgency—use something like Buy NOW • Put large CTA’s above the fold • TEST different options-see what works!
  41. 41. Creative CTAs
  42. 42. Does the Message Match?
  43. 43. Color Cues
  44. 44. Don’t Have Too Many Choices • The Paradox of choice is real • Limit to most popular selections from the year before • 5-7 MAX is usually best, that’s as many as a person can remember
  45. 45. The Gum Experiment Offered Two Packs of Gum at the Same Price Offered Two Packs of Gum at Different Prices
  46. 46. Use Price Disparity • Won’t get caught in the “gum trap” • Can make the item you want to sell the most look affordable!
  47. 47. Include Testimonials • Testimonials about products reduces risk, uses social proof & adds FOMO! • Helps people feel comfortable with their purchase & leads them to purchase faster • Offers unbiased evidence
  48. 48. Negative Reviews • Don’t delete them! Millennials & Gen Z expect to see some negative feedback • Too much positive feedback, and younger generations get suspicious • Keep it real
  49. 49. Easy to Include on Facebook To allow or disable ratings and reviews on your Page, make sure you have an address entered and then: 1. Click Settings at the top of your Page 2. From General, click Reviews 3. Select Allow visitors to review this Page or Disable reviews 4. Click Save Changes
  50. 50. Great for Exhibitors Too!
  51. 51. Start a Club or Loyalty Program
  52. 52. Early Adopters • This is an easy group to capitalize on early ticket sales because they are likely to jump in quickly • You have their information so you can keep in touch earlier and year round!
  53. 53. Membership Program Ideas • Give discounts for buying many tickets/being a repeat customer • Do a Kids Club (Really it’s adults signing up) • Give discounts off tickets for contributing to your 501(c)3 – probably people that attend your fundraisers • Give discounts of merchandise • Can have different supporter levels or tiers of spending
  54. 54. Also… FOMO. Nobody wants to be left alone on a lower tier or out of the club. 
  55. 55. Membership Example
  56. 56. Repeat Purchasers “The more a customer feels appreciated by a business, the more he or she is likely to support that company and recommend it to others. This, in turn, carries on in a word-of-mouth cyclical nature that continues to achieve growth for your business.
  57. 57. Repeat Buyer Email Campaigns
  58. 58. Offer Discount After Checkout • Can send via email or show on “Thanks” screen • Give Customers a % discount off on their next purchase w/ promo code
  59. 59. Add filter and music to videos!
  60. 60. WeVideo
  61. 61. Videos Near Buy Button!
  62. 62. Up the Ante w/Video Contests • Make users submit VIDEOS to win instead of just images!
  63. 63. Brand Ambassadors • Includes an element of testimonial & review • Can be a great way to get video of someone enjoying your brand!
  64. 64. Ambassador vs. Influencer “Advocacy is driven by the depth of conviction, and influencers typically are less committed to the product or company than are actual customer advocates.” Convince & Convert Content Marketing Firm
  65. 65. Ambassador Video
  66. 66. Sponsored Ambassador Events • Host an event before or during your main event • Invite local influencers- local “celebrities” or even fans who have a lot of followers • Create a VIP atmosphere that attendees will want to share
  67. 67. Negotiate Number of Posts • Include the number of social posts in which the influencer will mention you • Give away tickets, food vouchers or whatever you can in exchange
  68. 68. @EatingATX
  69. 69. Most Cost-Effective Top Revenue Generator Fastest Results
  70. 70. 44% of email recipients made at least one purchase last year based on a promotional email.
  71. 71. Millennials with Email Discounts “More than any other, millennial subscribers want personalized, relevant communications. They expect brands to respect their preferences.”
  72. 72. Mobile Purchasing Trends
  73. 73. MotionMail
  74. 74. When do I Email Signups?
  75. 75. Event Dates: July 20-30, 2016
  76. 76. Event Dates: Sept. 2-5, 2016
  77. 77. Build Your Email List During Event
  78. 78. Who has signed up for an to get a discount?
  79. 79. Offer Sign Up Incentives • Sign up for our email list & get 25% off your ticket • Sign up for exclusive deals and discounts! (Even if you DON’T offer a specific discount) • Now is your chance before they buy!
  80. 80. Test What’s Working
  81. 81. Use a Facebook Survey Tool • Your fans & their demographic data is already there • You can use Facebook Ads to get it in front of more people • Offer an incentive for the people that fill it out!
  82. 82. Type Simple Survey in FB Search
  83. 83. When to Send Email • Strategically plan emails to go out before the morning news • Allows local news station to talk about your event • Check your open rates, but most see success on Tuesday & Friday mornings
  84. 84. More Free Online Marketing Tips! Website www.saffire.com The Amplifier www.saffire.com/podcast Facebook Saffire Twitter @SaffireLLC Instagram saffirellc Pinterest saffireevents YouTube saffirestudio Questions?
  85. 85. Cassie Roberts cassie@saffire.com www.saffire.com

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