This document discusses the importance of ecommerce for events and provides tips for improving online sales. It notes that ecommerce acts as an insurance policy and customer expectations for online purchasing are increasing. Specific recommendations include using photos and videos to sell tickets and merchandise, offering discounts and promo codes, allowing online registration, and bundling different ticket and item options to increase sales. The key is making the website easy to find, compelling, and navigable to drive more visitors to the homepage and through the sales funnel to complete purchases online.

1. Jessica Bybee-Dziedzic| Saffire

2. Why do we have

4. ECOMMERCE IS SO IMPORTANT FOR EVENTS!

5. ECOMMERCE=INSURANCE POLICY

6. THINGS HAVE CHANGED BEFORE
19971897 NOW

7. THE BAR KEEPS GETTING HIGHER

8. ECOMMERCE ON THE RISE

9. ECOMMERCE ON THE RISE

11. WHAT DO CUSTOMERS BUY ONLINE?
• Advance Tickets/Wristbands
• Merchandise
• Memberships
• Vendor Payments
• Sponsor Payments
• Facility Rental

12. ECOMMERCE EXPECTATIONS
HOMEPAGE 100%
PRODUCT PAGE 16%
CART 4%
BUY 1-2%

13. How much is the
dollars per online sale?

15. HOW MUCH CAN YOU MAKE?
• Let’s say you have 10k visitors
• 1.5% buy online = 150 purchases
• At $60 average purchase, that’s $9,000 incremental revenue

17. BUY FROM ANY PAGE

18. DON’T FORGET YOUR HOMEPAGE

19. THE BIGGEST MISSED OPPORTUNITY

20. PHOTOS & VIDEOS SELL

21. TICKETS & DEALS PAGE

22. CREATE CUSTOMER CONFIDENCE

23. SHOW & TELL
GREAT INFO
+ GREAT IMAGERY
= GREAT SALES

24. DETAILED INFO - HOURS, LOCATION

25. INCLUDE IMAGERY

26. BACK TO AMAZON

27. INCLUDE VIDEO ON EVENT PAGES

28. Time spent watching
has grown 38% in 2 years.

29. of consumers say videos are
helpful when shopping
online.

31. BRAINSTORM PROMO IDEAS!
• Makeup
• Navigation app
• Campbell’s soup
• Coffee creamer
• Nerf guns

33. BRAINSTORM PROMO IDEAS!

35. FACEBOOK ADS

36. ADD EMAIL TO ECOMMERCE STRATEGY

38. Email Promotion

40. DISCOUNTS ARE USED
7 in 10 people say they used a coupon or discount
from a marketing email in the last 7 days.

41. USE PROMO CODES

42. PROMO CODE BENEFITS
• Make customers feel “exclusive”
• Measure ROI of your various media promotions
• Include sponsor tie-in – use sponsor nameas promo code

43. DETERMINING DISCOUNTS
• Only 80-90% of tickets bought online are redeemed.
• Consider 10-20% discount.
• You couldbreak even!

44. (Mobile commerce is now 30% of all U.S. e-commerce)

45. MOBILE PURCHASE

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

48. PRINT-AT-HOME TICKETS
• Save your sanity
• Ideal for sponsors (cover fees!)
• Add a coupon or ad (more fees!)

49. BUNDLE ITEMS
SELL MORE TYPES OF ITEMS TOGETHER
An admission ticket with:
• Parking
• Food vendors
• Carnival wristband
• Merchandise –souvenier cups

50. BUNDLE ITEMS
SELL A REOCCURENCE OF THE SAME ITEM
• Season passes
• Withor without carnival
• Weekday passes
• Early bird passes

51. BUNDLE ITEMS
SELL MORE OF A PARTICULAR ITEM AT ONCE
• Date night pass
• Family 4-pack
• Family 5-pack?

54. OFFER PRICIER ITEMS
Your Family Pack looks like a steal!

55. CREATIVE BUTTON NAMES

56. ADD COUNTDOWN TO ITEMS

58. ALLOW PARTICIPANT ONLINE REG.

59. ALLOW VENDORS ONLINE REG.

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

63. 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?

64. ALWAYS BE HUSTLIN’
• Try to think of new creative ways YOU can sell online!
• Don’t underestimate online sales – It’s money in the bank!
• People expect to buy online, so make sure you’re getting a share!
• Dabble in more expensive items and bundles!

66. Jessica Bybee-Dziedzic
jessica@saffire.com
www.saffire.com