The quickest and most economical way for you to reach your event’s target audiences is through online marketing. Join Kendra Wright and Cassie Roberts, Saffire Events, as you watch their presentation from the 2012 TFEA Conference & Trade Show. They cover all aspects of using your website and online marketing to raise revenues and increase attendance at your event.
2. SIT BACK AND RELAX.
Have a Coke!
Give us your business card at the end of the
presentation, and we’ll send you our slides.
We’ll also tell you how to win a big prize
AND score an invite to a great party!
3. MARKETING YOUR EVENT
What do you spend the most money on?
How does it work for you?
Is it getting you the best results?
Is it helping you to grow?
4. RODEO HOUSTON STATISTICS
“How did you hear about the event?”
Newspaper – 2%
Rodeo Advertising – 4%
Radio – 9%
TV – 10%
Website – 46%
8. PRESENTERS
Kendra Wright Cassie Roberts
President Manager, Sales & Partnership
• Began building • Received BS Public
websites in 1995 for Relations, & Masters
Fortune 1000 company Sport Management, The
• Started her first University of Texas
company in 1998 • Born in Central City, NE
• Brings big company • United States Olympic
experience to the Committee
festival industry
• Rodeo Austin
15. our goal is to elevate the festival industry by
enhancing its most important virtual front
door –
its online presence.
16. OUR AGENDA TODAY
Your to do list for when you get home
Prioritize how to make your website better
Statistics to watch and what to do with the info
The latest trends and what to do about them
Maximize your mobile presence
How to make more money with email
Best strategies for social networking
Tools to market your event from at your event
Specific online marketing ideas
18. WHAT WILL YOU SAY?
1. determine your
target audiences
19. WHAT WILL YOU SAY?
2. get your team together -
make sure to include all audiences
20. WHAT WILL YOU SAY?
3. brainstorm all the reasons people come
to your event
21. WHAT WILL YOU SAY?
4. come up with topics
for all these reasons
22. CONSIDER THE “RULE OF THIRDS”
1/3 about yourself and your brand
1/3 about things people might be interested
in that aren’t self-promotional
1/3 interact with people
23. WHERE WILL YOU SAY IT?
Website
Email
Facebook
Twitter
Flickr
YouTube
Pinterest
Blog
30. THE GOAL
you must be able to
market your event on your website in real
time
31. THE REALITY
98% of anonymous online prospects enter a
website
looking for something,
yet still leave anonymous
32. MAKE INFO QUICK TO FIND
Don’t have more than 5-7 links in one place.
Make your information hierarchical.
Use categories and subcategories to
organize your event information.
33. MAKE IT FUN
Use photos to tell your story.
Give people features to click.
43. DETERMINING PRICE
80/20 rule
• Approximately 80% of the tickets you sell
online will be redeemed
• Offer 20% discount
• Come out even
Free shipping or print at home
• ESPECIALLY when cheap
to ship
44. 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.
52. what is the fastest growing website of all
time?
53. PINTEREST
Pinterest was the first site to get 10 million
unique visitors in a month.
Pin event photos (and more) and invite your
customers to follow your boards!
57. YOUTUBE
Customers exposed to videos are 437%
more likely to engage in your brand.
• Engagement = Purchases
Make your videos raw and not too produced to
help customers identify with your brand.
58. TEXT MARKETING
Your customers are texting.
Consider joining the conversation.
Judiciously text deals and special
announcements.
Start offering people the opportunity to sign up for text,
even if you don’t know what you’ll do with them.
63. WHY MOBILE?
Customers use mobile search to shop.
• 95% of all mobile searches are for local
products and services.
• 61% of all local searches result in a
purchase.
69. TARGET EMAILS FOR MOBILE
email opens on smartphones and tablets
have increased 80% over the last six
months
70. WHEN WILL YOU SAY IT?
Statistics are clear
• Day of week: Tuesday (try Friday for fun!)
• Time of day: Mid-morning
Unless you’re big, don’t publicize schedule
71. WHO WILL YOU SAY IT TO?
If you’re starting from scratch, GET GOING!
• Outlook contacts
• Volunteers
• Sponsors
• Vendors
• Performers
• Past purchasers
• Etc.
75. CONSIDER A PYRAMID
one main
story
TEST
AGAINST
EACH OTHER
two smaller two smaller
features features
76. WHAT WILL WE SAY?
don’t tell the whole story.
goal: CLICKS!
77. good content links to CLICKS, but a good
subject line (sent at right time) leads to
OPENS
78. WHAT MAKES A GOOD SUBJECT
LINE?
Include something recognizable
Use action words
Not too spammy
50 characters or less
• Turn into Tweet, with 120 characters, # and
shortened URL
• Turn into Facebook, with 150
characters, graphic and no #
79. EMAIL ARTICLES: THE FORMULA
Headline
Image
Text (short, with links)
Call to action
• Consider “Click here to enter now!”
80. MEASURE YOUR EMAILS
PER EMAIL
Open rate
Click-through rate (CTR)
Response rate – web visits, revenue
OVER TIME
House file size
Churn (percentage who leave your list)
Revenue/email
Cost/email
81. SAMPLE OPEN RATES
Varies by client
• 9-15% on low end
• 30-35% on high end
Who 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)
82. SAMPLE CLICK RATES
Around 10-20% (not as much variance)
Depends on call to action, so use action
words
• Get More Info!
• Sign Up!
• Buy Now!
• More Photos!
Again, don’t tell the whole story.
84. WHY SOCIAL NETWORKING?
Traditional Networking Model
Local Radio Ad:
5,000 people/
Local TV Ad commercial
Campaign: 200,000
people/commercial
Print: Varies
based on
Send
*Based on midsized market
85. WHY SOCIAL NETWORKING?
Social Networking Model
ME: 1 My Friends’
My Friends:
130 - 500+ Friends
250,000+
87. THE POWER OF FACEBOOK
Coca-Cola has reported that Facebook fans
are 2 times as likely to consume & 10 times
more likely to purchase than non-fans.
88. EFFECTIVE FACEBOOKING
Cover Photo
Be creative! Use this space to make big announcements,
i.e., event dates and upcoming performers.
Change it daily during your event to highlight the day’s
activities.
You can’t put
links on your
cover photo.
90. EFFECTIVE FACEBOOKING
Milestones
Facebook’s timeline
creates a history of
your event.
Call out important
photos and events by
clicking the star on a
post to expand the
photo to a widescreen
view.
You can even pin content so it will remain the
top post for 7 days.
91. WHY TWEET?
17% of the top 1,000
search terms on Twitter
alternate hourly.
92. WHY TWEET?
Twitter is current on up-to-the minute
important news and cultural happenings.
Ramp up your publishing frequency, and
make timely content the focus of your
Twitter activities in order to satisfy
information-hungry users.
93. TRICKS & TIPS FOR TWEETS
For 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
96. THE ART OF THE HASHTAG
A hashtag how Twitter
users organize themselves:
if everyone uses a certain
hashtag to tweet about a topic,
it becomes easier to find that topic in
search, and is more likely to appear in Twitter’s
Trending Topics.
99. WHAT YOU CAN DO
POST it – relevant places on your website/blog
PRINT it – event
materials, signage, scoreboards, etc.
PUBLICIZE it – Twitter feed, regularly and
consistently
It is vital to make it easy and enticing for
your customers to find, adopt and promote hashtags.
108. SPECIFIC IDEAS
Ask questions that get people
to talk about themselves in relation to your
event
109. 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!
110. 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.
111. MULTIMEDIA
• Photo contests on website and Facebook
• Caption that photo
• Funny video upload
Photos and video are
naturally VIRAL and give you more event
photos!
112. TAGGING IN FACEBOOK
Take pictures of the crowd at concerts, post
them and encourage them to tag themselves
Your photo appears in
their Facebook feed!
113. GET PEOPLE TALKING
Show live tweets on concert side screens
Have a vote or quiz
• Answer on text, app, QR code, etc.
114. CONTESTS WITH PUBLICITY BONUS
Have a contest for front row concert seats
• Text, tweet or post on FB page NOW =
publicity
Do giveaways with charitable tie-in
Allow groups to get $ for their orgs for
advance sales; host trip for winners
115. CONTESTS WITH PUBLICITY BONUS
Do giveaways with charitable tie-in
Allow groups to get $ for their orgs for
advance sales; host trip for winners
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.
A few years ago, a phone call changed the trajectory of their company.Rodeo Austin called and asked them to build an immersive, online presence. Immediately, Saffire Events felt this was an industry they wanted to call home, because this was an industry they could help. And the best thing is, because of geographic disparity, Saffire can bring the experience of lots of fairs and give us functionality that we would never be able to afford from someone just building one event website.
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.
In the past, we all had a “guy.” Someone to keep our site updated.
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
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.