Increasing Bucks & Butts - WFA

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  • We are going to give you lots of great info today you’ll be able to use to immediately increase revenue for your event. But you don’t need to take notes. Just come up afterwards and give us your business card, and we’ll send you a link to the slides right after the conference.
  • They say put your money where your mouth is; let’s talk about these things.
  • Five years ago, most of us probably felt like we were spending a ton of time online. But internet usage has more than DOUBLED since then! The amount of time people spend overall on the Internet has increased 121% over the past five years.In 2010, for the first time ever, Internet usage surpassed television usage.Even if we’re not personally following this trend, our customers are, and they are the ones we most need to reach in order to grow.Are we following this trend?Do we think our customers are?
  • By 2014, more people will access your website via mobile devices than desktop computers. Based on the trajectory I’ve seen, I believe it!
  • Saffire Events was founded by Kendra Wright, who has been building websites since 1995, when the internet began.In 2000, she joined forces with Aaron Pederson, Saffire Events’ technical director, and Jeremy Emerson, Saffire Events’ creative director.
  • Besides their work in the event industry, their team does work for large consumer companies in a lot of industries. This gives a breadth of experience that they bring to marketing events online.
  • Cassie does website, mobile and social networking.
  • Blog – you update and customers commentThe rest, both you and your customers can contribute.
  • This is a format I’ve loved and used for years. It’s super simple (and I can send it to you – just request it). Just put the dates down the left and the mediums across the top. Then start filling in things from your brainstorming session.
  • Sometimes, however, your guy isn’t available.
  • #1 we all know nothing sells an event like photos. Photos are also an EXTREMELY personal way to share an event, especially if the photo is of them. This is one of the great things about localized eventsAbout half of young Americans find their news through Facebook. Do you make it easy for people to share content and articles?
  • Selling advanced tickets to your event is like an insurance policy against all these things. Things happen. People get busy. They use up all the money from their current paycheck. But if they have a ticket to your event, they will probably come. But not all of them will. People will spend incremental revenue.And because redemption won’t be 100%, you can even afford to discount tickets and/or offer free shipping off the gate price, and still make more than you would have.
  • Selling advanced tickets to your event is like an insurance policy against all these things. Things happen. People get busy. They use up all the money from their current paycheck. But if they have a ticket to your event, they will probably come. But not all of them will. People will spend incremental revenue.And because redemption won’t be 100%, you can even afford to discount tickets and/or offer free shipping off the gate price, and still make more than you would have.
  • Videos account for 50% of all online traffic as of January 2012
  • Videos account for 50% of all online traffic as of January 2012
  • http://www.socialmediaexaminer.com/12-ways-to-market-your-event-with-social-media/http://www.commscorner.com/2010/04/live-events-need-twitter-hastags-built.html Source Mashable.
  • http://www.commscorner.com/2010/04/live-events-need-twitter-hastags-built.html
  • http://www.commscorner.com/2010/04/live-events-need-twitter-hastags-built.htmlPost - media section, event section, etc
  • So you know you need to be on Mobile, but what should you do- an app or a mobile site? And do you know the difference? App: Downloadable interface that installs Mobile site- DEFINITELY. You’ll reach MORE! That way you don’t have to guess which phone will “win!”The same technology you use to build mobile also works for tablets (no Flash)An app only reaches your most loyal followers while a mobile site reaches EVERYONEQR codes only go to mobile sites!
  • If you’re doing it, so are your customers. Figure out ways to market that link different forms of technologyTablet/Laptop/Phone/TV: Pick two and link them
  • Fascinating which things it doesn’t matter if it’s DURING the program even! Not just during commercials
  • Therefore, the use of personalization, smart timing, and enticing calls to action are essential in making your content stand out and receive the desired attention. These best practices and much more are detailed in our free guide to email success
  • Kendra – You can get statistics from your tool, so you should test, but Tuesdays mid-morning is the best time historically.Big events like Rodeo Austin can have a monthly newsletter, but especially for smaller events, we don’t recommend a publicized schedule. It’s the kiss of death for not having news at the moment you’re “supposed” to send it. Instead have an internal calendar.
  • I’m always surprised that events don’t have email lists that they email on a regular basis. Does anyone here not email yet?
  • The most important place to collect addresses on an ongoing basis is from your website. These people have self-selected that they like receiving information electronically.Don’t:LINK to an email signup (include it on the page)Put it on just the HOMEPAGE (put it on every page)
  • Now you take your ideas you’ve put into your calendar, and pick the one(s) to send, and write your story – but don’t put the whole thing in your email. Put a few sentences, and link to your website or blog, where people might get “sucked in” to learn more. I love including more than one article, so you can test them against each other. Then have an office pool as to which one will get the most clicks – I bet you’re surprised!
  • This is a format I’ve loved and used for years. It’s super simple (and I can send it to you – just request it). Just put the dates down the left and the mediums across the top. Then start filling in things from your brainstorming session.
  • Now you take your ideas you’ve put into your calendar, and pick the one(s) to send, and write your story – but don’t put the whole thing in your email. Put a few sentences, and link to your website or blog, where people might get “sucked in” to learn more. I love including more than one article, so you can test them against each other. Then have an office pool as to which one will get the most clicks – I bet you’re surprised!
  • Now you take your ideas you’ve put into your calendar, and pick the one(s) to send, and write your story – but don’t put the whole thing in your email. Put a few sentences, and link to your website or blog, where people might get “sucked in” to learn more. I love including more than one article, so you can test them against each other. Then have an office pool as to which one will get the most clicks – I bet you’re surprised!
  • We talked about how your goal in your content is to get clicks to your website, blog or Facebook. But none of this means anything if people don’t open it in the first place! Make sure you have a good subject line!What is a good open rate?
  • So what’s the format? Simple. You just need a headline, some imagery, text and a call to action. Some research shows that Click Here gets lots more clicks, but I’d include it not as the link – make the link be the actual action you want them to take.
  • Increasing Bucks & Butts - WFA

    1. 1. INCREASING BUCKS & BUTTS:REAL-TIME, ONLINE MARKETING CASSIE ROBERTS
    2. 2. SIT BACK AND RELAX.Give me your business card at theend of the presentation, and we’llsend you our slides.I’ll also enter you in our drawing towin a TV!Come by our booth, #604 foranother chance to win!
    3. 3. MARKETING YOUR EVENTWhat do you spend the most moneyon?How does it work for you?Is it getting you the best results?Is it helping you to grow?
    4. 4. RODEO HOUSTON STATISTICS“How did you hear about the event?”Newspaper – 2%Rodeo Advertising – 4%Radio – 9%TV – 10%Website – 46%
    5. 5. INTERNET WINS POPULARITY CONTEST
    6. 6. A STEP FURTHER Source: Morgan Stanley Research
    7. 7. ARE YOU FOLLOWING THESE TRENDS? ARE YOUR CUSTOMERS?
    8. 8. PRESENTER Cassie Roberts• Received BS Public Relations, & Masters Sport Management, The University of Texas• Born in Central City, NE• United States Olympic Committee• Rodeo Austin
    9. 9. HISTORY
    10. 10. SAFFIRE CLIENTS
    11. 11. SAFFIRE CLIENTS
    12. 12. PALAMINO FEST
    13. 13. SAFFIRE ASSOCIATION PARTNERS
    14. 14. our goal is to elevate the festival industry by enhancing its most important virtual front door – its online presence.
    15. 15. OUR AGENDA TODAYYour to do list for when you get homePrioritize how to make your website betterStatistics to watch and what to do with the infoThe latest trends and what to do about themMaximize your mobile presenceHow to make more money with emailTools to market your event from at your eventSpecific online marketing ideas
    16. 16. MAKE A GAME PLAN
    17. 17. WHAT WILL YOU SAY?1. determine your target audiences
    18. 18. WHAT WILL YOU SAY?2. get your team together - make sure to include all audiences
    19. 19. WHAT WILL YOU SAY?3. brainstorm all the reasons people come to your event
    20. 20. WHAT WILL YOU SAY?4. come up with topics for all these reasons
    21. 21. CONSIDER THE “RULE OF THIRDS”1/3 about yourself and your brand1/3 about things people might be interestedin that aren’t self-promotional1/3 interact with people
    22. 22. WHERE WILL YOU SAY IT?WebsiteEmailFacebookTwitterFlickrYouTubePinterestBlog
    23. 23. CREATE AN EDITORIAL CALENDAR
    24. 24. YOUR WEBSITE
    25. 25. HOW DO YOU MANAGE YOUR SITE?
    26. 26. YOUR WEB GUY
    27. 27. YOUR WEB GUY
    28. 28. YOUR WEB GUY
    29. 29. THE GOAL you must be able tomarket your event on your website in real time
    30. 30. THE REALITY98% of anonymous onlineprospects enter a website looking for something,yet still leave anonymous
    31. 31. MAKE INFO INTERACTIVE & QUICK TO FIND Keep navigation organized. Have something to draw people to another page. SAFFIRE RECOMMENDATION Use categories and supcategories to organize your event information.
    32. 32. besides your homepage, where do people go on your website? (do you know?)
    33. 33. MAKE EVENT PAGES INTERACTIVE
    34. 34. MAKE EVENT PAGES INTERACTIVE
    35. 35. MAKE EVENT PAGES INTERACTIVE
    36. 36. MAXIMIZE SOCIAL MEDIAFacebook or Tweet your FESTIVAL
    37. 37. MAXIMIZE SOCIAL MEDIAFacebook/Tweet a festival EVENT/FEATURE
    38. 38. MAXIMIZE SOCIAL MEDIAFacebook or Tweet a PHOTO of an event/feature
    39. 39. WHY DO ECOMMERCE?
    40. 40. ECOMMERCE=INSURANCE POLICY
    41. 41. ECOMMERCE=INCREMENTAL REVENUE
    42. 42. DETERMINING PRICE80/20 rule • Approximately 80% of the tickets you sell online will be redeemed • Offer 20% discount • Come out evenFree shipping or print at home • ESPECIALLY when cheap to ship
    43. 43. SELL MORE NOW• Make your tickets easy to find.• Have minimum clicks to get to the shopping cart.• Integrate the design of your website with the design of your cart so that the “look” doesn’t change at the buying moment.
    44. 44. ANALYTICS
    45. 45. GOOGLE ANALYTICS
    46. 46. 4 IMPORTANT THINGS TO WATCH • Low visits? site Improve SEO or online marketing visits of your site
    47. 47. 4 IMPORTANT THINGS TO WATCHbounce • High bounce rate? Improve your rate homepage
    48. 48. 4 IMPORTANT THINGS TO WATCH actions/ • Not enough action? Make your websiteconversion more compelling rate (good rate: 2%)
    49. 49. 4 IMPORTANT THINGS TO WATCH time • Low time? Add interactivity andon site other “stickiness”
    50. 50. TRGETING TRENDS
    51. 51. what is the fastest growing website of all time?
    52. 52. PINTERESTPinterest was the first site to get 10 millionunique visitors in a month.Pin event photos (and more) and inviteyour customers to follow your boards!
    53. 53. PINTEREST
    54. 54. PINTEREST
    55. 55. TEXT MARKETINGYour customers are texting.Consider joining the conversation.Judiciously text deals and specialannouncements. SAFFIRE RECOMMENDATION Start offering people the opportunity to sign up for text, even ifyou don’t know what you’ll do with them.
    56. 56. 50% of all web content is…
    57. 57. YOUTUBE Customers exposed to videosare 437% more likely to engage in your brand. Engagement = Purchases SAFFIRE RECOMMENDATION Make your videos raw and not too produced to help customers identify with your brand.
    58. 58. WHY TWEET? 17% of the top 1,000search terms on Twitter alternate hourly.
    59. 59. WHY TWEET?Twitter is current on up-to-the minuteimportant news and culturalhappenings.Ramp up your publishingfrequency, and make timely contentthe focus of your Twitter activities inorder to satisfy information-hungryusers.
    60. 60. TRICKS & TIPS FOR TWEETSFor the highest click-through rates:Tweet between 120-130 characters.Write tweets containing “via,” “RT,” “please” and“check.”Post weird/human interest stories.Tweet on the weekends. We don’t like to work on weekends either. Use: www.hootsuite.com to schedule social media in advance
    61. 61. THE ART OF THE HASHTAG A hashtag (#) is how Twitter users organize themselves: if everyone uses a certain hashtag to tweet about a topic, it becomes easier to find that topic insearch, and is more likely to appear in Twitter’s Trending Topics.
    62. 62. ENSURE ADOPTION OF A HASHTAG Sorry! You cant!
    63. 63. WHAT YOU CAN DOPOST it – relevant places on yourwebsite/blogPRINT it – eventmaterials, signage, scoreboards, etc.PUBLICIZE it – Twitter feed, regularly andconsistently It is vital to make it easy and enticing for your customers to find, adopt and promote hashtags.
    64. 64. FUN ACTIVITYCan you tweet from your phone or computerright now?Let’s start some buzz at the WFAConvention…Tweet: “Having a great time watching<entertainer> with @SaffireEvents at the@westernfairs convention #WFAConvention
    65. 65. MOVING MOBILE
    66. 66. MOBILE
    67. 67. APP OR MOBILE SITE? 0% BlackBerry 24% Android 46% Apple iPhone 30%
    68. 68. APP OR MOBILE SITE?
    69. 69. WHY MOBILE?Customers use mobile search toshop. • 95% of all mobile searches are for local products and services. • 61% of all local searches result in a purchase.
    70. 70. THE PERFECT STORM
    71. 71. MULTI-SCREEN MARKETING
    72. 72. MULTI-SCREEN MARKETING
    73. 73. WHAT LEADS TO MOBILE PURCHASE?
    74. 74. MOBILE CONTENT MANAGEMENTUpdate your content in real time!
    75. 75. MOBILE CONTENT MANAGEMENTManage information about events
    76. 76. MOBILE CONTENT MANAGEMENTEdit a quick homepage message
    77. 77. EMAIL MARKETING
    78. 78. TARGET EMAILS FOR MOBILEemail opens on smartphones andtablets have increased 80% over the last six months
    79. 79. WHEN WILL YOU SAY IT?Statistics are clear • Day of week: Tuesday (try Friday for fun!) • Time of day: Mid-morningUnless you’re big, don’t publicizeschedule
    80. 80. WHO WILL YOU SAY IT TO?If you’re starting from scratch, GETGOING! • Outlook contacts • Volunteers • Sponsors • Vendors • Performers • Past purchasers • Etc.
    81. 81. EMAIL SIGNUPS ON EVERY PAGE
    82. 82. What will we say?
    83. 83. WHAT WILL WE SAY?
    84. 84. CONSIDER A PYRAMID one main story TEST AGAINST EACH OTHER two smaller two smaller features features
    85. 85. WHAT WILL WE SAY?don’t tell the whole story. goal: CLICKS!
    86. 86. good content links to CLICKS, but a good subject line (sent at right time) leads to OPENS
    87. 87. WHAT MAKES A GOOD SUBJECT LINE?Include something recognizableUse action wordsNot too spammy50 characters or less • Turn into Tweet, with 120 characters, # and shortened URL • Turn into Facebook, with 150 characters, graphic and no #
    88. 88. EMAIL ARTICLES: THE FORMULAHeadlineImageText (short, with links)Call to action • Consider “Click here to enter now!”
    89. 89. MEASURE YOUR EMAILSPER EMAILOpen rateClick-through rate (CTR)Response rate – web visits, revenueOVER TIMEHouse file sizeChurn (percentage who leave your list)Revenue/emailCost/email
    90. 90. SAMPLE OPEN RATESVaries by client• 9-15% on low end• 30-35% on high endWho has the highest open rate?• Good subject line• Clients who sell online• Clients with a strong brand• Sent at right time/day (Tuesday mid-morning)
    91. 91. SAMPLE CLICK RATESAround 10-20% (not as muchvariance)Depends on call to action, so useaction words • Get More Info! • Sign Up! • Buy Now! • More Photos!Again, don’t tell the whole story.
    92. 92. REAL TIME MARKETING TOOLS
    93. 93. FACEBOOK
    94. 94. TWITTER
    95. 95. PINTEREST
    96. 96. YOUTUBE
    97. 97. SPECIFIC IDEAS Ask questions that get peopleto talk about themselves in relation to your event
    98. 98. GRAB THEIR ATTENTION• Consider funny – tweets from mascot, etc.• Personal/human interest stories get a lot of hits• Posts with photos get more views!Think about what YOU would want to click!
    99. 99. MAKE PEOPLE FEEL LIKE INSIDERS• Be the first to know about X via social media!• See behind-the-scenes looks at our event! Your customers feel special, and they are more likely to be long term followers.
    100. 100. MULTIMEDIA• Photo contests on website and Facebook• Caption that photo• Funny video upload Photos and video arenaturally VIRAL and give you more event photos!
    101. 101. TAGGING IN FACEBOOKTake pictures of the crowd atconcerts, post them and encouragethem to tag themselves Your photo appears in their Facebook feed!
    102. 102. GET PEOPLE TALKINGShow live tweets on concert sidescreensHave a vote or quiz • Answer on text, app, QR code, etc.
    103. 103. CONTESTS WITH PUBLICITY BONUSHave a contest for front rowconcert seats • Text, tweet or post on FB page NOW = publicityDo giveaways with charitable tie-in
    104. 104. GETTING RETWEETSJudiciously promote big sponsorsfor retweetSame with vendors andentertainersPost thanks to people/groups;they’ll repost
    105. 105. BULLS EYELeave your business card, and I’llsend:• These slides• The Editorial Calendar template• A free subscription to The Dirt• Chance to win the TV!
    106. 106. SOURCEShttp://www.insightera.com/blog/http://heidicohen.com/mobile-marketing-research-chart/http://www.business2community.com/online-marketing/11-statistics-to-turbocharge-your-targeted-online-marketing-0235544

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