The Afterglow Effect: Creating Customer Relationships that Last

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Etix

Marketing

THE AFTERGLOW EFFECT
Create Customer Relationships That Last
Western Fairs Association
Convention & Trade Show
January 14, 2015

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FOLLOW ALONG!
#WFAElevate15
bit.ly/RockWFA

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WHAT WAKES
YOU UP IN THE
MORNING?

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HERE’S WHAT
WAKES US UP.

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WE HAVE
QUESTIONS.

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YOU HAVE
ANSWERS.

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5 THINGS TO DO
AFTER YOUR
EVENT

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#1
OPTIMIZE
SEARCH

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1. IMPROVE SEO (on DESKTOP)
50%
of website traffic
comes from
organic
searches

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1. IMPROVE SEO (… and on MOBILE)
50%
of website traffic
comes from
organic
searches

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#2
OPTIMIZE YOUR
WEBSITE

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2. UPDATE INFO & CAPTURE EMAILS
2.5x
1-click forms gather
more organic sign-
ups than
text links

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2. OPTIMIZE FOR MOBILE
30%+
site visits occur on
mobile devices

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2. GIVE THE PEOPLE WHAT THEY WANT
Converted
11%
of visitors into new
email subscribers

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#3
ASK YOUR
CUSTOMERS HOW
YOU DID

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3. SEND A THANK YOU EMAIL
2x
the email opens
6x
the click rates

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3. CONDUCT A SURVEY

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#4
UPDATE
SOCIAL

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4. KEEP THE CONVERSATION GOING

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4. LOOK FORWARD TO NEXT YEAR

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4. BUILD YOUR DATABASE
The average
online ticket
order:
2.7
tickets

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#5
SHOW
SPONSORS
LOVE

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5. INCLUDE THANK YOU MESSAGING
One fair
client
generated
160,000+
email opens
in the last year

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5. CREATE A RECAP DECK
Show sponsors
actionable data,
for instance:
one email
address is worth
$12

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A Quick Case Study: Homestead-Miami Speedway

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A Quick Case Study: Allegan County Fair
THE GOAL
Maintain engagement after the
event while continuing to capture
email addresses and generate
interest for 2015.
WHAT WE DID
Implemented 2015 dates and
thank you messaging on all
channels, while keeping the
conversation going on social.
THE RESULTS
• 3x the engagement rate of
regular emails.
• 20%+ increase in YOY site
visits and pageviews.

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1. OPTIMIZE SEARCH RESULTS
2. UPDATE WEBSITE (DESKTOP + MOBILE)
3. ASK FANS FOR FEEDBACK
4. MAINTAIN ENGAGEMENT ON SOCIAL
5. INCREASE SPONSORSHIP VALUE
OVERVIEW: 5 THINGS TO DO POST-EVENT

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Questions?
www.slideshare.net/etixworld

etix.com | rockhousepartners.com#WFAElevate15
GOOGLE YOURSELF (DESKTOP & MOBILE)
VIEW WEBSITE ON YOUR PHONE
BUY A TICKET ON YOUR SITE VIA MOBILE & DESKTOP
SIGN UP FOR YOUR EMAIL LIST
SET UP AN AUTOMATED WELCOME EMAIL
READ THE WELCOME EMAIL ON A MOBILE PHONE
OTHER WAYS TO GET STARTED TODAY

etix.com | rockhousepartners.com#WFAElevate15
BONUS: DIGITAL AUDIT

etix.com | rockhousepartners.com#WFAElevate15
BUT WAIT.
THERE’S MORE…

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www.slideshare.net/etixworld

etix.com | rockhousepartners.com#WFAElevate15
DO YOU KNOW PAUL?

etix.com | rockhousepartners.com#WFAElevate15
JOE KUSTELSKI
joe.kustelski@etix.com
615-772-6196
@rhpartners
NEXT STEPS? CASE STUDIES? LET’S TALK!
AMANDA SEVERS
amanda@rockhousepartners.com
434-953-8668
www.slideshare.net/etixworld
@etix_world

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The Afterglow Effect: Creating Customer Relationships that Last

1. THE AFTERGLOW EFFECT Create Customer Relationships That Last Western Fairs Association Convention & Trade Show January 14, 2015

2. etix.com | rockhousepartners.com#WFAElevate15 FOLLOW ALONG! #WFAElevate15 bit.ly/RockWFA

3. etix.com | rockhousepartners.com#WFAElevate15 WHAT WAKES YOU UP IN THE MORNING?

4. etix.com | rockhousepartners.com#WFAElevate15 HERE’S WHAT WAKES US UP.

5. etix.com | rockhousepartners.com#WFAElevate15

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9. etix.com | rockhousepartners.com#WFAElevate15 WE HAVE QUESTIONS.

10. etix.com | rockhousepartners.com#WFAElevate15 YOU HAVE ANSWERS.

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13. etix.com | rockhousepartners.com#WFAElevate15 5 THINGS TO DO AFTER YOUR EVENT

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15. etix.com | rockhousepartners.com#WFAElevate15 #1 OPTIMIZE SEARCH

16. etix.com | rockhousepartners.com#WFAElevate15 1. IMPROVE SEO (on DESKTOP) 50% of website traffic comes from organic searches

17. etix.com | rockhousepartners.com#WFAElevate15 1. IMPROVE SEO (… and on MOBILE) 50% of website traffic comes from organic searches

18. etix.com | rockhousepartners.com#WFAElevate15 #2 OPTIMIZE YOUR WEBSITE

19. etix.com | rockhousepartners.com#WFAElevate15 2. UPDATE INFO & CAPTURE EMAILS 2.5x 1-click forms gather more organic sign- ups than text links

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22. etix.com | rockhousepartners.com#WFAElevate15 #3 ASK YOUR CUSTOMERS HOW YOU DID

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24. etix.com | rockhousepartners.com#WFAElevate15 3. CONDUCT A SURVEY

25. etix.com | rockhousepartners.com#WFAElevate15 3. CONDUCT A SURVEY

26. etix.com | rockhousepartners.com#WFAElevate15 3. CONDUCT A SURVEY

27. etix.com | rockhousepartners.com#WFAElevate15 #4 UPDATE SOCIAL

28. etix.com | rockhousepartners.com#WFAElevate15 4. KEEP THE CONVERSATION GOING

29. etix.com | rockhousepartners.com#WFAElevate15 4. LOOK FORWARD TO NEXT YEAR

30. etix.com | rockhousepartners.com#WFAElevate15 4. BUILD YOUR DATABASE The average online ticket order: 2.7 tickets

31. etix.com | rockhousepartners.com#WFAElevate15 #5 SHOW SPONSORS LOVE

32. etix.com | rockhousepartners.com#WFAElevate15 5. INCLUDE THANK YOU MESSAGING One fair client generated 160,000+ email opens in the last year

33. etix.com | rockhousepartners.com#WFAElevate15 5. CREATE A RECAP DECK Show sponsors actionable data, for instance: one email address is worth $12

34. etix.com | rockhousepartners.com#WFAElevate15 A Quick Case Study: Homestead-Miami Speedway

35. etix.com | rockhousepartners.com#WFAElevate15 A Quick Case Study: Allegan County Fair THE GOAL Maintain engagement after the event while continuing to capture email addresses and generate interest for 2015. WHAT WE DID Implemented 2015 dates and thank you messaging on all channels, while keeping the conversation going on social. THE RESULTS • 3x the engagement rate of regular emails. • 20%+ increase in YOY site visits and pageviews.

36. etix.com | rockhousepartners.com#WFAElevate15 1. OPTIMIZE SEARCH RESULTS 2. UPDATE WEBSITE (DESKTOP + MOBILE) 3. ASK FANS FOR FEEDBACK 4. MAINTAIN ENGAGEMENT ON SOCIAL 5. INCREASE SPONSORSHIP VALUE OVERVIEW: 5 THINGS TO DO POST-EVENT

37. etix.com | rockhousepartners.com#WFAElevate15 Questions? www.slideshare.net/etixworld

38. etix.com | rockhousepartners.com#WFAElevate15 GOOGLE YOURSELF (DESKTOP & MOBILE) VIEW WEBSITE ON YOUR PHONE BUY A TICKET ON YOUR SITE VIA MOBILE & DESKTOP SIGN UP FOR YOUR EMAIL LIST SET UP AN AUTOMATED WELCOME EMAIL READ THE WELCOME EMAIL ON A MOBILE PHONE OTHER WAYS TO GET STARTED TODAY

39. etix.com | rockhousepartners.com#WFAElevate15 BONUS: DIGITAL AUDIT

40. etix.com | rockhousepartners.com#WFAElevate15 BUT WAIT. THERE’S MORE…

41. etix.com | rockhousepartners.com#WFAElevate15 www.slideshare.net/etixworld

42. etix.com | rockhousepartners.com#WFAElevate15 DO YOU KNOW PAUL?

43. etix.com | rockhousepartners.com#WFAElevate15 JOE KUSTELSKI joe.kustelski@etix.com 615-772-6196 @rhpartners NEXT STEPS? CASE STUDIES? LET’S TALK! AMANDA SEVERS amanda@rockhousepartners.com 434-953-8668 www.slideshare.net/etixworld @etix_world

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