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Maximize your Revenue through eCommerce & Ticketing
This document provides tips for maximizing revenue through ecommerce and online marketing. It recommends having clear calls to action on the website, promoting events early through various discounts and packages, and creating a sense of urgency through limited-time sales. It also stresses the importance of email marketing, video content, and partnering with sponsors and local causes to promote events and drive sales.
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Maximize your Revenue through eCommerce & Ticketing
- 1. By: Amy Pelzl MaximizeYour Revenue Through Ecommerc
- 3. 1. Best Website Practices 2.Promote Early 3. Create Urgency & Exclusivity 4. Start a Loyalty Content 6. Email Marketing 7. Sponsor a Cause/Charity 8. Don’t Forget Increase Online Revenue
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- 5. Have GOOD Calls ToAction • Keep it short (2-5 words) • Create a sense of urgency - something like Buy NOW and SAVE!! • Put large CTA’s above the fold • Every page of your site should have a link to buy • TEST different options-see what works!
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- 9. Bundle Items SELL MORETYPES OF ITEMS TOGETHER An admission ticket with: • Parking • Food vendors • Carnival wristband • Merchandise – souvenir cups • Early entry or Special Seating area included
- 10. Bundle Items SELL MOREOF A PARTICULAR ITEM AT ONCE • Date night pass • Family 4-pack • Family 5-pack?
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- 13. Offer Pricier Items VIP ExperiencePack $99.00 Season Pass $50.00 Mega Family Fun Pack $100.00 Family Fun Pack $65.00 Date Night Pass includes rides $40.00 Single Day Adult Admission $10.00 Single Day Child Admission $5.00
- 14. People will Buy! It’sall about the VIP Experience & Exclusivity! • Roped off Area • Private Restrooms • Meet & Greet/Photo Ops/ Behind-the-Scenes
- 15. In The Real WorldOneclient offered $65 admission with unlimited rides. They added: • $99 pass - 3 days of 4 tickets and 2 unlimited rides ($400 v.) • $199 pass - 10 days of
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- 17. Tickets THEN AnnouncementsYou CANgo on sale with your tickets before you announce your entertainment! • Offer a deeper discount for customers willing to buy super early (have 3 or four prices in the plan and give yourself more to talk about)
- 18. Holiday Packages• Create a senseof urgency with a cheaper price/limited time offer—
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- 20. Promo Codes Tie directlyin the purchase process – post it on your Social Media – make it easy to share
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- 24. Flash Sales • Offera great discount for a very limited time • Could work well with Black Friday or Cyber Monday or a random Wednesday • Have multiple sales – just change
- 25. The Best Flash SaleEver• The Big E had a flash sale for one day • The one day sale happened exactly 100 days before gates opened • Adult Admission tickets were
- 27. Results • Over 90,000tickets sold • Approximately 18% breakage (That’s $129,000!) • Regular admission ticket sales were still up from previous year
- 28. Do what other RetailersDo• Macy’s One Day Sale -Actually happens about 1x/month • “Preview Day” on Friday- promotes urgency, increases
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- 30. Do I haveto Discount???Early or Special Access Behind the Scenes Offer 2 for 1 (gets them back for a second day of spending) Freebie item (Koozie, Bandana, Water Bottle, T-shirt, - Sponsor
- 31. Build Intrigue for Sales•Announce you are having a sale, THEN announce what’s on sale • Put Social Media followers in the loop early—build your following • Send press release to sponsors, city, CVB etc. to share on their
- 32. Group me –Think outside the Fair Box
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- 35. 44% of email recipientsmade at least one purchase last year based on a
- 36. Millennials with Email Discounts“Morethan any other, millennial subscribers want personalized, relevant communications. They expect brands to respect their preferences.”
- 38. PROMOTE When do I EmailSignups?
- 39. Build Your Email ListDuring Event
- 40. Email List Who hassigned up for an to get a discount?
- 41. Offer Sign Up Incentives•Sign up for exclusive deals and discounts! (Even if you DON’T offer a specific discount) • Sign up for your chance to win exclusive prizes! • Sign up & get X% off your first
- 42. 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
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- 44. VIDEO, VIDEO, VIDEO• Videoposts have 135% greater organic reach than photo posts • Facebook generates 8 billion video views on average per day • That’s a 50% increase in 2016 compared to 2015
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- 46. 71% 71% Of total digital minutesin the U.S. come from mobile devices
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- 49. Anti- Bullying Assembly • Supports agood cause • Gets your name out in the community as a contributor • People connect you with doing good • People think of you
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- 51. Corporate Opportunities• Partner withBig Brothers/Big Sisters or low- income schools to provide free tickets purchased by someone else
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- 55. Sponsors • Include thenumber of social posts in which you will mention the sponsor in the contract • Also include the number of social posts in
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- 57. Vendors • Make iteasy to find your vendors by providing easy-to-use, mobile- friendly maps • Promote vendors with giveaways
- 58.
Editor's Notes
- #2 Little about me – started out in the event and ticketing industry in 1984 and my first office was the lower level of the Astrodome - 10 years – Ticket manager for Professional Sports team and heard the words – Theirs this thing – called the Internet….. – joined Saffire 18 months ago and am loving rocking the Blue with a great team
- #3 A little about Saffire – We provide events with websites and ticketing in a simple, integrated platform. And of course we would love to see you at the Trade show and have you spin our Wheel of Crap!
- #4 It’s not just how to increase sales. What you really need to do is figure out how to make people feel like they’ve got to be there. This is an art and a science, and we’re going to go through a bunch of different things you can do to take advantage of this affliction.
- #5 You also have to think about what drives people to your website – what are some of the things that you act upon that that ultimately ends up with a box on your porch – apply the same principles to your fair goers to get them to your Site and then…
- #6 When you’re testing, test words, colors, accompanying artwork.
- #8 Above the scroll bar for those call to action buttons – don’t make people hunt around – but also put buy buttons on every page applicable.
- #9 Get creative and test your bullet titles
- #10 You can also bundle items, both to increase price disparity and to increase your average sale amount. Here, we show selling more items together.
- #11 Or you can sell more of one item by putting multiple of them together.
- #12 In all my years of doing ecommerce, I’ve noticed one dollars per average sale among companies of many industries. Check to see your average dollar per sale, and if it doesn’t meet this number, I’d say you have room for improvement.
- #13 $60 The range is $17 - $110.
- #14 Again, the way to do this is to offer higher priced items. Even your family fun pack looks like a really good deal!
- #19 First, let’s talk about urgency. I think we need to look to successful retailers in other areas for ideas. Most of them offer holiday deals. These have a natural urgency – they are for Christmas or another holiday, so there’s a natural timeframe.
- #20 If you make it enticing enough, you could get press on it. If your location is cold but your event is warm, consider tying your them to the weather being better at your event. Maybe “I’m dreaming of a warm festival!” – have it ready to go, and send it on a particularly cold or snowy day.
- #21 Don’t think of what you’re giving up by offering discounts. Think of what you’re getting – PUBLICITY! So one thing you can do is to promote a sponsor name or media outlet or somewhere you’re promoting your event. I’d also include your promo codes in your calendar and schedule them in advance so you don’t drive yourself crazy and really maximize their use. Then make sure they’re not TOO exclusive. Remember, every time you get an email from J Crew that has a promo code, then when you go to jcrew.com, the promo code is ON their website too. They aren’t going to let you forget what a great deal you’re getting!
- #22 If you do promo codes that you only promote through certain mechanisms, you’ll be able to track how well they work and then tweak the next year. If they weren’t used, were they promoted well enough? Was the discount enough? Was the offer compelling?
- #23 Because people are always looking for a deal, you could submit a coupon to Retail Me not, and when people search it, yours could come up.
- #25 Another thing retailers do is Flash sales. I think it’s good to include in your editorial calendar times to put things on sale. Flash sales give you something to say at a slower time when there isn’t much going on. Have realistic expectations. You probably aren’t going to get a ton of sales at off times of the year, but we’re planting seeds here. If you don’t expect to sell that many, then what do you have to lose? It’s not a huge loss of potential revenue, and the publicity will be worth it.
- #27 Earned Media
- #28 We have seen a number of successes with the Flash Sale in the last couple of years
- #29 You could have a one-day sale. And it doesn’t just have to be one-time per year. Macy’s does several per year. And despite its title, the sale doesn’t last for only one day. The “one day” from the sale’s name always falls on a Saturday, but deals typically begin with a “preview day” on Friday, so you’ll actually have two full days to take advantage of discounts. They use these to bump up their email and mail lists and social media followers, since subscribers will always be in the loop about when the next Macy’s One-Day Sale will be happening.
- #30 First, let’s talk about urgency. I think we need to look to successful retailers in other areas for ideas. One day sales that tie into your event or have NO tie in whatsoever!! U se the NationalDayCalendar and offer random deals based on the day – Don’t Doodle Around – get your BeerFest Tickets today and save $3.00 Doodle as the Promo Code!! Work with a sponsor to offer a discount on their website Most of them offer holiday deals. These have a natural urgency – they are for Christmas or another holiday, so there’s a natural timeframe.
- #33 Group Sales – people want to get out in the world with their “people”
- #35 WHY EMAIL? Here are three compelling reasons. - Email makes the most revenue generator for our clients and most companies around the world (even above social media) - Email costs the least. High revenue with low costs make it a very cost-effective marketing tool - Email gives some of the fastest results, often within 24 hours; this is especially impressive next to traditional media
- #37 Everybody thinks millennials don’t do email, but they actually do. They just don’t use it to talk to friends. They use it to get promotional discounts.
- #38 Here’s the breakdown of how people want to be communicated with, according to age. Older people prefer email more, but it’s not that drastic of a difference!
- #39 At your event, your focus will be sending emails and selling stuff, but don’t forget to promote email signups then. Otherwise you’re missing a big opportunity!
- #40 The best time to build your list is when you do contesting before your event and during your event. This can be on your website and/or Facebook. But be sure to…
- #42 This is somewhere we can learn from retailers, who incentivize people who sign up for the email list. Every retailer seems to do this now. Typically people will sign up for an email before they purchase, so this is a great opportunity to get them in your loop so you can further influence their purchase.
- #44 So working in online marketing we always hear the same thing, it’s getting harder and harder to have my content be viewed by my audience. How can I promote online sales if no one is seeing it? We have another presentation that gives insight into Video – let me know if you want me to send you that one too as a Saffire Bonus!
- #45 Facebook now serves a staggering 8 billion video views per day - that's double the amount the video content users were consuming in early 2015. However, that huge growth in Facebook video consumption is not without its detractors - critics point out that a view is counted after 3 seconds on Facebook compared to 30 seconds on YouTube. Also, Facebook videos autoplay, leading to views being counted where, in many cases, the viewers has necessarily indicated any interest in the content. http://www.socialmediatoday.com/marketing/top-5-facebook-video-statistics-2016-infographic
- #46 GO MOBILE OR GO HOME More than ½ of all consumers use mobile FIRST for anything they do online https://www.biznessapps.com/blog/mobile-marketing-trends/ according to Gartner. By 2018, more than half of all consumers will be using mobile devices first for anything they do online, according to Gartner.
- #47 GO MOBILE OR GO HOME https://www.biznessapps.com/blog/mobile-marketing-trends/
- #48 JESSICA Ok, so next we’re going to talk about Sponsoring a Cause or a Charity.
- #49 This has become increasingly important for organizations as the purchasing power of millennials has started to take off. Millennials in particular are more likely to purchase from organizations that support a cause. Now, Some festivals are already naturally tied to a cause with their own charitable give back programs to either to the community or via scholarship programs, and if that applies to you I’d strongly encourage you to really promote those efforts. But if your event doesn’t already have a built in giveback program, you’ll want to think about how you can incorporate a partnership. (Click) VERY important to Millennials!
- #50 Here’s an example one of our clients incorporated. They partnered with an existing anti-bullying organization and found ways to promote it throughout their event. It shows they support a good cause, it gets their name out, and as a result people start to connect on a different level.
- #51 and then they promoted it on social media to get the word out. In this example they’re linking to a news article, which adds to the authenticity. There is a time and place to heavily promote your ticket links but your charity posts are better served for getting the information out. By building your reputation with your audience, they’ll be MORE inclined to make that purchase when they see your online advertisement down the line.
- #54 As you think of other ways to increase your revenue online, don’t forget the many other partners you have beyond your patrons. Provide hidden, personalized pages to allow convenient payment options for your sponsors. This personal touch will go a long way with your sponsors and they’ll appreciate the ease at which it takes to do business with your event. You can appreciate having that money in your account quicker, and without having any extra “process” involved. Taking Sponsor payment online through your website
- #55 Of course you’ll want to represent your sponsors on your website, by adding them to a Sponsors page, (click) your homepage, (click) and maybe even on some event detail pages depending on the level of sponosorship, but also consider ways you can sweeten the partnership using Social Media and that concept of FOMO.
- #56 As you’re developing your sponsor contracts, include some cross-promotion social media ideas to help spread the word. That may mean they just repost something you’ve already posted, or it may mean they’re going to provide some of their own content to help broaden the story. Make sure they’re including links back to your event’s social media pages. This will help introduce you to a whole new audience of people who may not be familiar with you yet. Sweeten the pot - Adding value to the relationship using FOMO / social media
- #57 Same concept works for vendors as well. You don’t necessarily need to get as “personal” with your vendors as you do with your sponsors, but you stil want to make it easy to do business with you. Taking payments online, makes it quicker and easier for your vendors to complete the process and again, gets the money deposited into your account quicker.
- #58 You can take it a step further on social media with your vendors as well to further foster the partnership online. Featuring your vendors provides an extra boost of content when you’re not sure what else to post. Providing maps to make it easy for your patrons to find what they’re looking for will be appreciated by customers and vendors both. (Click) You can even consider charging an extra optional fee for vendors to be highlighted in your social media specifically.
- #59 THANK YOU! Don’t forget to drop off a business card with me today, and we’ll be sharing these presentation slides as a follow-up! And of course don’t be shy, swing by our booth at the tradeshow later today!