The document provides guidance on marketing a business or event online. It discusses setting up a website using tools like WordPress or Square Space, conducting market research using keywords, and using digital marketing strategies like social media advertising, retargeting, and search engine optimization to find customers and drive them to online and offline conversions. Metrics like cost per lead and lifetime customer value are also addressed to help evaluate marketing performance and ROI. The overall message is that online and offline marketing should be integrated via a continuous testing and learning process.

1. Marketing Your Business Online

2. Your Role: Event Promotion Marketing
Barnaby University

3. What is your objective? What are you trying to accomplish and why?
Sell tickets to an event. Cover overhead, generate a profit, get customers through venue doors.
What is the job title, role or defining characteristic of your target user?
Let’s find out.
What basic needs does your department, service or product satisfy for your target
user?
Entertainment. An escape. A gift.
Marketing Blueprint

4. All
Inquiries
Ticket Booth Power Fans Traditional Awareness
magazine/flyers/radio
Purchased Tickets
Traditional Lead Sources

5. All
Inquiries
Ticket Booth Power Fans Traditional Awareness
magazine/flyers/radio
Digital
Marketing
Digital Marketing Adds Opportunity
Purchased Tickets

6. All
Inquiries
Ticket Booth Power Fans Traditional Awareness
magazine/flyers/radio
Digital
Marketing
Online Marketing Greater Percentage of Marketing Spend
Purchased Tickets

7. How did you Hear About the Event?
25%
15%
60%
Online
Radio
Newspaper
Marketing Dollars
40%
40%
20%
Online
Radio
Newspaper
Match Customer Data with Marketing Expenses
The Pie Graph Challenge:
Fictional Data.

8. Target Audience
Interested
Purchased
Attended
Cost per
interested: $10
Cost per
purchased: $50
$Cost Per ambassador/
power-fan $250*
Digital Marketing Funnel
Ambassador / Evangelist

9. Website: How To

10. Web Presence

11. Website Builder
Square Space
Wordpress.com
Weebly
Wix
$100 - $200 a year

12. Self Hosted
You’re paying for hosting
Flexibility & Plugins
ocPortal • Wordpress • Rubedo • Drupal
$100 a year plus time & effort

13. Application
Custom Development
User Data Manipulation

14. Web Tools
Forms / Surveys
User Testing
CRM
User Collection
Support
Project Management
Analytics
Meetings
Design
Development
File Management

15. Market Research.
Estimated time: 1-2 hrs.
Cost: Free

16. Blackberry

17. Selfie

18. Music Festival

19. Research Keywords Using Google’s Keyword Tool
Focused
Keywords

20. “Missoula Events” = 4,400 monthly searches.
Top Months = July and October.

21. Keyword: “Concert Tickets”
Location: All Locations
December is largest search month. Why?

22. Keyword: “Things to Do”
Location: All Locations
January is largest search month. Why?

23. search.twitter.com
Facebook Insights

24. Pay-Per-Click Advertising:
Only Pay when Someone Clicks on Your Ad.
Tell a Cohesive Story.

25. What is Your Goal?
Measure Conversions.

27. Hyper Focused Audience

28. Build Custom Audiences for Retargeting

29. FB and Instagram Ads:

30. Google Analytics Custom Audiences
Analytics
AdWords

32. @usernames
Test Twitter Ads

33. Custom Lists

34. Events

35. On Page Conversions: Total Conversions/Total Website Visitors
Attendee Acquisition Cost: Total Marketing/Ticket Sale Conversions
Average added value per ticket:
Lifetime Value of a Customer:
Key Marketing Metrics

36. 7%-4%
Reduce Friction in the Conversion Process
Is there a difference in form
completion?

37. Drive to a personalized website using GeoFli

38. https://www.flickr.com/photos/visitstpeteclearwater/

39. https://www.flickr.com/photos/visitstpeteclearwater/

40. Before GeoFli

41. Hello, Chicago!
CHICAGO MEETUPS
Students from Chicago thrive at ASU. Each year we spend a
lot of time in the region connecting with high schools and counselors.
If you’re from Chicago and would like to meet your counselor,
signup below and get started on your journey to ASU.
Shelby Simon is your ASU Contact
Please contact me for information
about admissions requirements
or any other questions.
SSimon@asu.edu
(480) 339-2092
Before GeoFli

42. Website Tools

43. Forms / Surveys
Google Drive Forms
drive.google.com

44. User Testing
Peek User Testing
peek.usertesting.com

45. Customer Relationship
Management
Hubspot CRM
hubspot.com/crm

46. User Collection
MailChimp
mailchimp.com

47. Support
Zendesk
zendesk.com

48. Project Management
Trello
trello.com

49. Analytics
Google Analytics
google.com/analytics

50. Meetings
GoToMeeting
gotomeeting.com

51. Design
99designs
99designs.com
Google Fonts
google.com/fonts

52. Design Thoughts
The value of design is rooted in user experience. It’s
not just about aesthetic taste
It’s like knowing how to move the chess pieces, but
not knowing the strategy of chess

53. Development
Upwork
upwork.com

54. Development Thoughts
You’re not going to learn how to code real quick and
make an app. At least not something you can sell.
Don’t tell a developer you’ll cut them in if they just
build you this app. Web & Mobile development on
Upwork averages $40 an hour.

55. File Management
Dropbox
dropbox.com
Box
box.com
Crashplan
code42.com

56. Track Referrals:
*QuestMT Conference
How to Value Influencers. Social. Online Marketing.

57. What Happens After Goal/Conversion?

59. Email Subscription List Growth: Six Months:
*mailchimp.com

60. Ad Design
Target
Group
Campaign
Medium
Ad Group
Budget
Analytics
and
conversions
Edits and
review
CONTINUOUS PROCESS.
NOT: “Set-it-and-forget-it.”

61. Growing from Idea to
Minimum Viable Product
Iterate & Validate

62. Love & Money
If you love what you do,
you’ll find ways to monetize it.
If you chase money,
you’ll end up unhappy and worn-out.
http://www.forbes.com/sites/kensundheim/2013/05/03/the-7-steps-to-starting-a-business

63. Ideation
Figure out what you love to do.
Do it.
Do it a lot.

65. Simplify
Simplicity is hard to build, easy to use, and hard to
charge for.
Complexity is easy to build, hard to use, and easy to
charge for.
-Chris Sacca

66. Validation
Is there a need? • Is there a profit?
Your mom doesn’t count
Find a niche
Network

67. Research

68. Focus
Build Product
Find Customers
-Michael Fitzgerald - Submittable

69. Competition
Study your competition
Corporate Espionage
Plan Accordingly
Forget them
Go do

70. Time
Time is our most valuable asset, this carries a high
opportunity cost
http://www.forbes.com/sites/kensundheim/2013/05/03/the-7-steps-to-starting-a-business

71. Don’t Spend Time
Logos
Colors
Names
URLs

72. Do Spend Time
Build product
Build an Audience
Find Customers
Get Feedback

73. Don’t Give Up
People will say:
“Why don’t you do this?”
“So you could pivot to ________”
Don’t pivot to something you’re not, be wary of
chasing money.

74. Remember that Network
Find people that won’t bullshit you. For real.
Different people are valuable at different times
Some aren’t valuable for you

75. Learn To Sell
Elevator Pitches - talk slow
Cold Calls
Networking Events
Practice

76. Be Confident
Know what you’re talking about
Learn to listen

77. Iterate
Build Product
Find Customers
Validate
Use Trello
Move from left to right.

78. Questions

79. Marketing Plan:
With your teams:
Sketch out early stage goals.
One paying customer?
x tickets sold?
Determine Cost-per-lead?
Marketing budget? Do you have one?
Write out your strategy for reaching goal one.
What’s your strategy for getting a website live?
Write out your online marketing plan. How does it connect with offline?

80. Index

81. 1: Google Webmaster Tools
Organic Search Terms:
2: First non-branded keyword:
Savory Protein Bars
3: Write Article on
Savory Protein Bars