IAFE 2015 Maximizing Advance Revenue Through Online Sales Presented on Monday, November 30 at 9:30am

1. Kendra Wright| Saffire
ADVANCE REVENUE
THROUGH ONLINE SALES
MAXIMIZING

4. SOMETHING
BUT
WAS MISSING

5. HELP MORE PEOPLE!
We wanted to

6. SAFFIRE WAS BORN!
Six years ago,

11. Arkansas

13. PENDLETON ROUND UP

15. Beautiful, Unique Designs

19. Now....Visit 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!

20. with a 99% retention rate.

21. Families pic

22. A beautiful, unique,
engaging website
Integrated ticketing
if you need it
Manage it yourself &
quick, unlimited help

23. THE SAFFIRE MULLET

24. LIKE INSTAGRAM PHOTO
SNAPCHAT
TEXT
PHONE CALL
EMAIL

25. Share your card at the end.
I’ll send you the slides.
NO NEED FOR NOTES

26. SELL ONLINE?
How many of you currently

27. WEBSITES?
Why do we have

28. TO MAKE MORE MONEY!To promote.To educate.To engage.

29. YOUR FAIR?
What is my goal for

30. Inspire you to take steps.

31. ECOMMERCE IS SO IMPORTANT FOR FAIRS!

32. ECOMMERCE=INSURANCE POLICY

33. ECOMMERCE=INCREMENTALREVENUE

34. THINGS HAVE CHANGED BEFORE
19971897 NOW

35. THE BAR KEEPS GETTING HIGHER

36. THE FUTURE?

37. ECOMMERCE ON THE RISE

38. You can’t help but have success.

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

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

41. Over $50M in pre-sales!!

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

43. AVERAGE
How much is the
dollars per online sale?

45. 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

46. MAKE YOUR WEBSITE DO THE WORK

47. BUY FROM ANY PAGE

48. DON’T FORGET YOUR HOMEPAGE

49. THE BIGGEST MISSED OPPORTUNITY

50. PHOTOS & VIDEOS SELL

51. TICKETS & DEALS PAGE

52. CREATE CUSTOMER CONFIDENCE

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

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

55. DETAILED INFO - HOURS, LOCATION

56. INCLUDE IMAGERY

57. EVER TAKEN
10% of photos
were taken in the last 12 months.

58. BACK TO AMAZON

59. INCLUDE VIDEO ON EVENT PAGES

60. VIDEOS
Time spent watching
has grown 38% in 2 years.

61. 96%of consumers say videos are
helpful when shopping
online.

62. CONNECT ECOMMERCE & SOCIAL

63. EVENT CALENDAR

64. FACEBOOK ADS

65. ADD EMAIL TO ECOMMERCE STRATEGY

67. 1: EMAILS OFTEN OFFER DISCOUNTS

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

69. USE PROMO CODES

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

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

72. PROMO CODES REPORTING

73. 2: PEOPLE READ EMAIL ON MOBILE
(Mobile commerce is now 30% of all U.S. e-commerce)

74. MOBILE PURCHASE

75. MAKE SURE YOU’RE MOBILE

76. 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.

77. SELL SMARTER

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

79. BUNDLE ITEMS
SELL A REOCCURENCE OF THE SAME ITEM
• Season passes
• With or without carnival
• Weekday passes
• Early bird passes

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

81. Remember the magic number.

83. OFFER PRICIER ITEMS
VIP Experience Pack $200.00
Season Pass $85.00
Mega Family Fun Pack $105.00
Family Fun Pack $65.00
Date Night Pass $55.00
Single Day Adult Admission $10.00
Single Day Child Admission $5.00
Your day pass looks like a steal!

84. CREATIVE BUTTON NAMES

85. ADD COUNTDOWN TO ITEMS

86. SELL TO MORE THAN CUSTOMERS

87. ALLOW CUSTOMERS ONLINE REG.

88. ALLOW VENDORS ONLINE REG.

89. ALLOW VENDORS ONLINE REG.

91. IN CLOSING

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

93. 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?

94. 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!

95. TO LEARN MORE ABOUT SAFFIRE
Tomorrow
12 – 1 pm
Bring a sandwich!

96. FOR MORE ONLINE MARKETING
Today at 11 – 20 Ways to Ruin a Perfectly Good Fair Website
Tomorrow at 11:15 – Earning the Digital Sponsorship Dollar - And Keeping It
Wednesday at 3:30 – Online Resources to Improve Your Marketing & Your
Life OR Technology Can be Fun!

97. COME TO OUR PARTY!

98. FREE ONLINE MARKETING TIPS
Website www.saffire.com
Facebook TeamSaffire
Twitter @TeamSaffire
Instagram teamsaffire
Pinterest TeamSaffire
YouTube saffirestudio
Questions?

99. THANK YOU!
Kendra Wright
kendra@saffire.com
www.saffire.comwww.saffire.comwww.saffire.comwww.saffire.com