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Ticketing | Marketing | Discovery
DATA-DRIVEN EVENTS DISCOVERY
Publisher Summit
October 2, 2020
Partner Go-To-
Market Strategy
Your Opportunity
It’s not “just” a revenue stream
It’s a business.
Own an event marketing franchise
in each of your markets!!!!
Planning for Franchise Success
Plans are nothing
Planning is Everything
This is a 2021 new business opportunity that
offers you access to a $16bn market.
Establish a Clear Vision
For Consumers: Become the ’go-to’ for what’s on
and what to do in your local market.
For Event Organizers: Become the ’go-to’ for how
to drive the most attendees to every event
YOU OFFER - Ticketing | Marketing | Discovery
Self-Transact Workflows
Activate Event Calendars that self-
service event submissions, data
collection, ticket creation, marketing to
checkout and payment online.
Follow up on highly scored events
converted to leads using our Sales CRM
for additional sell through opportunity.
Digital + Print + Mobile + Ticketing
Digital Print Mobile
30 Seconds from print to ticket purchase using mobile QR Code scanner
Event listings
Digital | Print | Mobile
Self Service Checkout
(“Snap Sell”)
Direct sold promotion
Digital, Print, Mobile Bundle
Self-service
ticketing
Direct sold
ticketing
APG Monetization Funnel
Marketing
Ticketing
Discovery
Avg Evvnt Paid
Conversion Rate 3.0%
Top Performers 5-10%
APG to date 0.7%
Boise Weekly 1.9%
Ticketing
Brand
Publisher
Launch
Date
Total
Events
Tickets
Sold
Ticket
Fee
Revenue
MyIdahoTix
Idaho State Journal &
Idaho Press Tribune 7/18 107 42,932 $35,426
My360Tix Skagit Publishing 8/18 123 6,654 $8,578
Ruckus Tix Bozeman Daily Chronicle12/18 72 2,882 $4,109
SoFunTix Herald and News 6/19 7 261 $317
Early Indicators
1. Marketing: Promote your events calendars
and add events forms using in-house media.
2. Self Service: Drive customers to ‘snap sell’ for
self-service sales
3. Customers: Create new daily lead pools to
nurture to sales and key accounts.
4. Key Accounts: Follow up on unsold leads
through the sales CRM and grow your business.
The Go-To Market
Audience Development
• Attract a new type of customer – local events creators with budgets.
• Establish and maintain your brand as the source for local things to do
• Support healthy local communities
Event Organizer Development
• Inspire local event organizers to self-publish 100% of their events
• Upsell event organizers to promote their events via self-transact & make $$$ while you sleep.
• Simply give event ticketing to event organizers via self-transact… SIMPLE !!!
Marketing – Grow your business
Pre-
Launch
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11
Print Ads X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X
Online Ads X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X
E-Newsletter X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X
Article/PR X
Facebook X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X
Instagram X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X
Twitter X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X
Linked In X X X
Email
Marketing
X X
Marketing – Audience Development
Social Print Email
Click here for more!Marketing Examples
Marketing – Event Organizer Growth
Pre-
Launch
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11
Print Ads X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X
Online Ads X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X
E-Newsletter X X X X X X X X X X X X X X
Article/PR X
Facebook X X X X X X X X X X X X X X X
Instagram X X X X X X X X X X X X X X X
Twitter X X X X X X X X X X X X X X X
Linked In X X X X X X X X X X X X X X X
Email
Marketing
X X X X X X X X X X X X X
Webinars:
local
promoters
X X X X X X X X X X X
Sales sheets X X
1. Use Evvnt for 100% of your owned and operated (O&O) events – eg
Reader’s Choice, High School Sports awards, etc.
2. Leverage your sponsorship of others’ events to use Evvnt ticketing eg:
Auto/boat/travel/air show, kid/senior/health expo, etc.
3. Be a Local Events Champion in your markets - Host best practices webinars
for event organizers to become the hub for all thing’s local events.
4. Use it, sell it, be the starting point of every local event - your event staff
should be the evangelist in your market for the platform.
Own Your Marketing
1. Email & call unsold undersold leads in via the Sales CRM
2. Build a new relationship list of Venues and event creators
3. Add a contractor to acquire promotion and ticketing
customers
• Target people with event promotion experience such as local venues, college/university,
radio event marketing
• Small monthly retainer ($1,000/mo?) with incentive to earn % of all revenue generated
• Could become permanent employee after 6-12 months if successful
Organic Sales Approach
Sales – Daily Inbound Leads
Use the Evvnt Sales CRM to access highly
qualified sales leads and upsell based size of
the event / revenue opportunity.
1. Advertiser Lists - Review prior advertiser list
2. Marketing - Review marketing partner list
• Organizations you sponsor or donate to
3. Develop Relationships - Review local relationships with potential for ticketing
• Chambers, CVB, non-profits, small theaters, small venues, restaurants,
nightclubs, auto/air/boat/home shows, food/wine/beer festivals, holiday
showcase (note dated or poor consumer ticket experience)
4. Reach out to gain interest - contact Shannon Hanes as needed for detailed
demo
Sales – Building relationships
1. CHANGE ALL CALENDARS TO EVVNT; Delete legacy calendars
2. Start marketing your calendars to consumers and event organizers!
3. Planning & Building - Identify internal resources
1. Your EVVNT evangelist
2. Salesperson/contractor for lead follow up
4. Market review – size the opportunity, set milestones & goals
5. Ask Evvnt for help – Daily accessible training.
Next Steps
The Evvnt Team
Shannon Hanes
VP Network Partnerships
For: Sales Strategy, Monetization
E: Shannon@evvnt.com
P: 805-276-4932
Kelsey Kearns
Director of Partner Services
For: Training, On-boarding
E: Kelsey@evvnt.com
P: 281-460-4171
Peter Newton
Media Partner/Publisher Liaison
For: Executive Strategy
E: peter@bigrockconsultinggroup.com
P: 978-886-9948
Richard Green
CEO
For: Executive Strategy
E: Richard@evvnt.com
P: 424-353-1393
Technical Support
SUPPORT LINK
APPENDIX
Competitor Landscape
Facebook Social Publishing & Network $ 55.9bn
Targeted ad network that includes events Lots of products, markets and services
Expensive
Closed Network
Eventbrite Ticketing $298.4m
Market leader Slow customer acquisition
Complicated to resell
Expensive
Cvent Event Management & Ticketing $219.5m
Multi service tool, experienced users Complicated
Targets experiences events organizer
Over engineered tools
Discovery & Premium Services Commercials Turnover
8%Market ShareWeakened By COVID-19
Look for Dated Ticketing Sales

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Evvnt Sales Strategy

  • 1. Ticketing | Marketing | Discovery DATA-DRIVEN EVENTS DISCOVERY Publisher Summit October 2, 2020 Partner Go-To- Market Strategy
  • 2. Your Opportunity It’s not “just” a revenue stream It’s a business. Own an event marketing franchise in each of your markets!!!!
  • 3. Planning for Franchise Success Plans are nothing Planning is Everything This is a 2021 new business opportunity that offers you access to a $16bn market.
  • 4. Establish a Clear Vision For Consumers: Become the ’go-to’ for what’s on and what to do in your local market. For Event Organizers: Become the ’go-to’ for how to drive the most attendees to every event YOU OFFER - Ticketing | Marketing | Discovery
  • 5. Self-Transact Workflows Activate Event Calendars that self- service event submissions, data collection, ticket creation, marketing to checkout and payment online. Follow up on highly scored events converted to leads using our Sales CRM for additional sell through opportunity.
  • 6. Digital + Print + Mobile + Ticketing Digital Print Mobile 30 Seconds from print to ticket purchase using mobile QR Code scanner
  • 7. Event listings Digital | Print | Mobile Self Service Checkout (“Snap Sell”) Direct sold promotion Digital, Print, Mobile Bundle Self-service ticketing Direct sold ticketing APG Monetization Funnel Marketing Ticketing Discovery
  • 8. Avg Evvnt Paid Conversion Rate 3.0% Top Performers 5-10% APG to date 0.7% Boise Weekly 1.9% Ticketing Brand Publisher Launch Date Total Events Tickets Sold Ticket Fee Revenue MyIdahoTix Idaho State Journal & Idaho Press Tribune 7/18 107 42,932 $35,426 My360Tix Skagit Publishing 8/18 123 6,654 $8,578 Ruckus Tix Bozeman Daily Chronicle12/18 72 2,882 $4,109 SoFunTix Herald and News 6/19 7 261 $317 Early Indicators
  • 9. 1. Marketing: Promote your events calendars and add events forms using in-house media. 2. Self Service: Drive customers to ‘snap sell’ for self-service sales 3. Customers: Create new daily lead pools to nurture to sales and key accounts. 4. Key Accounts: Follow up on unsold leads through the sales CRM and grow your business. The Go-To Market
  • 10. Audience Development • Attract a new type of customer – local events creators with budgets. • Establish and maintain your brand as the source for local things to do • Support healthy local communities Event Organizer Development • Inspire local event organizers to self-publish 100% of their events • Upsell event organizers to promote their events via self-transact & make $$$ while you sleep. • Simply give event ticketing to event organizers via self-transact… SIMPLE !!! Marketing – Grow your business
  • 11. Pre- Launch Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Print Ads X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X Online Ads X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X E-Newsletter X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X Article/PR X Facebook X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X Instagram X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X Twitter X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X Linked In X X X Email Marketing X X Marketing – Audience Development
  • 12. Social Print Email Click here for more!Marketing Examples
  • 13. Marketing – Event Organizer Growth Pre- Launch Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Print Ads X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X Online Ads X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X E-Newsletter X X X X X X X X X X X X X X Article/PR X Facebook X X X X X X X X X X X X X X X Instagram X X X X X X X X X X X X X X X Twitter X X X X X X X X X X X X X X X Linked In X X X X X X X X X X X X X X X Email Marketing X X X X X X X X X X X X X Webinars: local promoters X X X X X X X X X X X Sales sheets X X
  • 14. 1. Use Evvnt for 100% of your owned and operated (O&O) events – eg Reader’s Choice, High School Sports awards, etc. 2. Leverage your sponsorship of others’ events to use Evvnt ticketing eg: Auto/boat/travel/air show, kid/senior/health expo, etc. 3. Be a Local Events Champion in your markets - Host best practices webinars for event organizers to become the hub for all thing’s local events. 4. Use it, sell it, be the starting point of every local event - your event staff should be the evangelist in your market for the platform. Own Your Marketing
  • 15. 1. Email & call unsold undersold leads in via the Sales CRM 2. Build a new relationship list of Venues and event creators 3. Add a contractor to acquire promotion and ticketing customers • Target people with event promotion experience such as local venues, college/university, radio event marketing • Small monthly retainer ($1,000/mo?) with incentive to earn % of all revenue generated • Could become permanent employee after 6-12 months if successful Organic Sales Approach
  • 16. Sales – Daily Inbound Leads Use the Evvnt Sales CRM to access highly qualified sales leads and upsell based size of the event / revenue opportunity.
  • 17. 1. Advertiser Lists - Review prior advertiser list 2. Marketing - Review marketing partner list • Organizations you sponsor or donate to 3. Develop Relationships - Review local relationships with potential for ticketing • Chambers, CVB, non-profits, small theaters, small venues, restaurants, nightclubs, auto/air/boat/home shows, food/wine/beer festivals, holiday showcase (note dated or poor consumer ticket experience) 4. Reach out to gain interest - contact Shannon Hanes as needed for detailed demo Sales – Building relationships
  • 18. 1. CHANGE ALL CALENDARS TO EVVNT; Delete legacy calendars 2. Start marketing your calendars to consumers and event organizers! 3. Planning & Building - Identify internal resources 1. Your EVVNT evangelist 2. Salesperson/contractor for lead follow up 4. Market review – size the opportunity, set milestones & goals 5. Ask Evvnt for help – Daily accessible training. Next Steps
  • 19. The Evvnt Team Shannon Hanes VP Network Partnerships For: Sales Strategy, Monetization E: Shannon@evvnt.com P: 805-276-4932 Kelsey Kearns Director of Partner Services For: Training, On-boarding E: Kelsey@evvnt.com P: 281-460-4171 Peter Newton Media Partner/Publisher Liaison For: Executive Strategy E: peter@bigrockconsultinggroup.com P: 978-886-9948 Richard Green CEO For: Executive Strategy E: Richard@evvnt.com P: 424-353-1393 Technical Support SUPPORT LINK
  • 21. Competitor Landscape Facebook Social Publishing & Network $ 55.9bn Targeted ad network that includes events Lots of products, markets and services Expensive Closed Network Eventbrite Ticketing $298.4m Market leader Slow customer acquisition Complicated to resell Expensive Cvent Event Management & Ticketing $219.5m Multi service tool, experienced users Complicated Targets experiences events organizer Over engineered tools Discovery & Premium Services Commercials Turnover 8%Market ShareWeakened By COVID-19
  • 22. Look for Dated Ticketing Sales