Complete presentation from Kendra Wright and Cassie Roberts

1. Kendra Wright & Cassie Roberts
Saffire Events
BYOD: Grow Event
Revenue with
Online Marketing

2. saffireevents
Kendra Wright|Cassie Roberts
BYOD:
GROW EVENT REVENUE
WITH ONLINE MARKETING

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Give us your business card at the end;
We’ll send you our slides.
GET OUT YOUR DEVICE

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HISTORY

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EVENT PORTFOLIO
Rodeo Austin
SouthTexas State Fair
Rodeo Belton/ 4th of July
Celebration
BrazosValley Fair
Heart O' Texas Fair & Rodeo
Amarillo Tri-State Fair
FortBend CountyFair
Central Texas State Fair
Comal CountyFair
Okeechobee CountyFair
Amador CountyFair
Chowchilla Fair
Palomino Fest
Lea County
CoorsCowboy Club
WashingtonCountyFair
Texas State ForestFestival
American Royal
Colorado State Fair
Napa CountyFair
DodgeCity RoundUp
Brazoria CountyFair
SanAngelo
Rogers CountyFair
Greater Baton RougeState Fair
Central States
Black Hills StockShow/Rodeo
Los Fresnos
Twas the Lights
Reno Rodeo
Redding Rodeo
NorthwestWashingtonFair
SikestonRodeo
Delaware State Fair
SangamonCountyFair
East Texas
Park of East Texas
Laramie CountyFair
Benton-FranklinFair
Carroll CountyFair
Pendleton Round-Up
PonyExpress Days
Arizona National
Livestock Show
YoloCountyFair
California Rodeo Salinas
Rio Grande Valley
Livestock Show
Old Sorehead Trade Days
Cuero TurkeyFest
Fiesta San Antonio
GlennCountyFair
State Fair of Louisiana
FourStates Fair
MontgomeryCountyFair
AgriculturalLearning Center
GrantCountyFair
NorthTexas State Fair
Rooftop Rodeo
West End Fair
Crabtree Amusements
Trinity Valley Exposition
Brackenridge Recreation Complex
Kitsap Rodeo Cowpokes
Refugio CountyFair
Rockdale Fair & Rodeo

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PALAMINO FEST

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PALAMINO FEST

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SAFFIRE ASSOCIATION PARTNERS

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CAN’T GET ENOUGH SAFFIRE?
This is a 3-Part Series
Next: Facebook
Last: Online Marketing Measurement

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HOW DO YOU SPEND
MARKETING RESOURCES?

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HOW DOPEOPLEHEAR
ABOUT YOUR FESTIVAL?

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IF YOU MAPPED THEM,
WOULD THEY MATCH?
SPENT
RESULTS
0
1
2
3
4
5
Online
Newspaper
Radio
Television
Outdoor

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INTERNET WINS POPULARITY
CONTEST

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MOBILE FOLLOWSSUIT
Source: Morgan Stanley Research

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OUR AGENDATODAY
•
•

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1
YOUR
WEBSITE

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OUTSOURCE
How many of you
some part of
your website?

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HOW DO YOU MANAGE YOUR SITE?

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YOUR WEBGUY

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THE BOTTOMLINE

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WHY IT’S IMPORTANT

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EVEN MOREDEPRESSING

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YOU CAN HELP THIS!
• Clearnavigation
• Interactivity
• Relevant content
• Calls to action
• Goodsearch
• Fast load
• Cleanlayout
• Compelling imagery

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FACTORS
The most important

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LAYOUT
Clean

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HOW TO GET THERE
EVENT DATES
HOW TO GET TICKETS

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Imagery
Compelling

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HERE’S HOWTHEY WORK TOGETHER
IMAGES
LAYOUT

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MAKE EVENT PAGES INTERACTIVE

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MAKE EVENT PAGES INTERACTIVE

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MAKE EVENT PAGES INTERACTIVE

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HIGHLIGHT EVENT COMPONENTS

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MAXIMIZE VIRAL SHARING

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SELL
How many of you
online?

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WHY DO ECOMMERCE?

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ECOMMERCE=INSURANCE POLICY

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ECOMMERCE=INCREMENTALREVENUE

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DETERMININGPRICE: 80/20

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HOW TO SELL MORE NOW

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MAKE TIX EASY TO FIND

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MAKE TIX EASY TO FIND

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INTEGRATED DESIGN& FEWER CLICKS

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2
TARGETING
TRENDS

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MOMS?
Do you
market to

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PINTEREST

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PINTEREST

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YOUNG?
Is your
audience

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Instagram
Incorporate

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Mainly
MOBILE
Knownfor image
DOCTORING
Trends
YOUNGER

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TEXT MARKETING
Your customersare texting.
Consider joining the conversation.
Judiciouslytext deals and special announcements.
RELEVANCY BAR IS HIGH!
SAFFIRE RECOMMENDATION
Offer people the opportunity to sign up for text,
even if you don’t know what you’ll do with them.

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BROAD?
Is your
audience

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YOUTUBE
Customersexposedto videos are 437%
more likelyto engage in your brand.
Engagement = Purchases
SAFFIRE RECOMMENDATION
Make your videos raw and not too produced
to help customers identify with your brand.

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3
MOVING
MOBILE

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MOBILE
Do you feel
good about your
Strategy?

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MOBILE

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IMPORTANT FORSANITY

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Really Old Days
FairlyOld Days
Now

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SOFA
MAXIMIZEthe

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APP OR MOBILE SITE?

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APP OR MOBILE SITE?

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IMPORTANCE FOR REVENUE
Customers increasingly use mobilesearchto shop.
95% of all mobile searches are for localproducts
andservices.
61% of all local searches result in a purchase.

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1 2 $$$
Local Mobile  Mobile
SEARCH PURCHASE SUCCESS
+ =
The One-Two Punch

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WHAT LEADS TO MOBILE PURCHASE?

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4
EMAIL
MARKETING

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EMAIL
How many of you
your customers?

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ANATOMY OF SUCCESS
Big Email List
Lots Opened
Lots Clicked
$$$

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Get a big email LIST
Get started, and keep it going

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GET A BIGEMAIL LIST
Outlook contacts
Boardof Directors
Volunteers
Sponsors
Exhibitors
Past Purchasers
Etc.

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EMAIL SIGNUP ON ALL PAGES

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ONGOING- ONLINE
When people share anevent photo
When they complete an online form
When they PURCHASE something
On Facebook, offer contests and email signup

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ONGOING- OFFLINE
Door prizeorsignup at events
Anytime they purchase something

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Get lots of OPENS
Good subject line + Right send time

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GOOD SUBJECTLINES
Something RECOGNIZABLE
Action words
Not too spammy
50 characters or less

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BONUS POINTS
Turn into Tweet
120 characters, #and shortened URL
Turn into Facebook post
150 characters,image and no #

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HIGHEST OPENRATES
Clients who sell online
Clients with a strong brand
Sent at the right time/day
• CHANGINGDRAMATICALLY
• Tuesday mid-morning, evenings (9 pm) &weekends

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Get lots of CLICKS
Good content & images

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DON’T TELLTHE WHOLE STORY

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Goal:Clicks to website!

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One that makes you click!
What makes a
good image?

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User Response
I wantto buya ticketso I canexperience that too!

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one main
story
two smaller
features
TEST
AGAINST
EACH OTHER
two smaller
features
CONSIDER A PYRAMID

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THE FORMULA
Headline
Image
Text(short,with links)
Callto action
e.g.,“Click here to enter now!”
“Click here to see more photos!”

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Encourage Sharing!
LINKS TO SOCIALMEDIA

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LEAVE US YOURCARD
We’ll send you:
• These slides
• A freesubscription to The Dirt online marketing
newsletter
• Invitation to ongoing educational webinars

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FREE ONLINE MARKETING TIPS
Facebook Saffire Events
Twitter @SaffireEvents
Instagram saffireevents
Pinterest saffireevents
YouTube saffirestudio
Questions?

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By: Cassie Roberts
BYOD:
GROW EVENT REVENUE
with online marketing

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FACEBOOK

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I know what you’re thinking…

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KING
is
of social media.

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YOU KNOW THESTATS
• Over 1 BILLION monthly active users
• One in every seven humans on earth is active on
Facebook
• 461 Million users are on Facebook mobile
• 10 Million Facebook Apps

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$174
You make
an estimated
per Facebook like.

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21%
After seeing
an item on Pinterest
make a purchase.

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1000
A FREE piece
of pie for
Instagram followers

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What?

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1 2 3
Find ‘em: Get ‘em: Keep ‘em:
Ads Likes Engage
AGENDA

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CASE STUDY
Using a
of…

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THEY RAN A HUGE
FACEBOOK CAMPAIGN

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Likeswent from
3757
to
8140
in about a month

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98,901POPULATION
TYLER,TEXAS
213,381POPULATION
SMITH COUNTY
240,000FAIR ATTENDANCE

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1
Part
ONE

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1 2 3
Find ‘em: Get ‘em: Keep ‘em:
Ads Likes Engage
AGENDA

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Only 30% of content on news feed is from brands
Only about 16% of your fans see your posts

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HOW DOESFACEBOOK PICK?

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If other people
like/share/comment
on your post…
FACEBOOK SHARES
IT WITH MORE
PEOPLE

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POPULARITY CONTEST

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LIKES
However, unless you already have
No one will see your posts anyway.

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THAT’S HARSH

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HOW DO I GET MORE LIKES?

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FACEBOOK ADVERTISING
• Relativelyinexpensive
• Can start campaigns for as little as $5
• Manyaudience targetingoptions
• Provides results tracking information

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OPTIONS
Page
Ads
Promoted
Posts

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PAGE ADS
• Promoting your PAGE will getmore LIKES.
• This is done in twoways:
• ADS on the right hand side.
• SPONSORED STORIES, which appearin the newsfeed
when their friend Likes(orchecks in) to your page.
• When you make an ad, you can choose to doeither or
both.

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HOW TO MAKE AN AD

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FROM ADMIN PANEL

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JUST A FEW OPTIONS

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MANY MORE OPTIONS
www.facebook.com/advertising

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AUDIENCE

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COST FORCAMPAIGN

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EXAMPLES

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PAGE AD- BEST PERFORMER
• 35-64yearolds within 50miles
• 43 clicks, 35 page likes
• $8.15-23cents/like

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PAGE AD- 2nd Best
• 18-35 yearolds within 25 miles – 863 impressions
• 17 clicks, 13 page likes
• $2.09-16cents/like

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VARIATIONS

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PROMOTED POSTS
• Promoting your POSTS will getENGAGEMENT
with your messages.
• This is alsodone in twoways:
• ADS on the righthand side, whichare the same except with the
message insteadof page info.
• SPONSORED STORIES, whichare also the same with the message
in the news feed.

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HOW TO PROMOTE A POST

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MANY MORE OPTIONS
www.facebook.com/advertising

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EXAMPLES

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PROMOTED POST
• TOTALREACH:13,685
• TOTALCLICKS 454

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PROMOTED POST
“We made it to 6,000 Facebook
Fans so it's time for a giveaway! LIKE this
status before midnight for a chance towin 1
of 6 Unlimited Ride Armbands! *Valid any
one weekday (Monday-Friday)”

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2
Part
TWO

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1 2 3
Find ‘em: Get ‘em: Keep ‘em:
Ads Likes Engage
AGENDA

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CONTESTS
Facebook

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THE DOS AND DON’TS
DO
• Collectentries by
comment/likes
• Collectentries by having
users message you
• Utilize likes as a voting
mechanism
DON’T
• Place contests onpersonal
Facebooktimeline
• Require peopleto tag
themselves in promotions

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TOP 5 CONTESTTIPS
1. SETGOALS
• What are you tryingto achieve?Ex: likes, email addresses,
comments,etc.
2. CONSIDERTHEAUDIENCE
• Importantin determiningyour prize package
3. Determine the Contest Time Frame
• RememberStoryBump! Can run daily small contestsfor likes &
commentsorlongertimeframe formorepersonalinformation

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CONTEST TIPS,CONT.
4. CREATEAPRIZE PACKAGE
• If yourprize is bigger,you can ask for moreinformation
5. PLANTHEFUFILLMENT
• Know how quickly you can deliverand make sureit’swithin the
expiration date

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CONTESTS FORINTERACTION

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EXAMPLE

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CONTESTS FOR MORE

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IFRAME IN TOFB

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THE BIGCONTEST

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USE FOR EMAILCOLLECTION
467 Entries

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LATER…
“We just drew the name of
the first winner of the ULTIMATE
FAIR EXPERIENCE! Are you ready to
know who itis?”

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3
Part
THREE

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1 2 3
Find ‘em: Get ‘em: Keep ‘em:
Ads Likes Engage
AGENDA

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WHAT DO I POST?

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Whatever gets action
from your audience.
SIMPLE ANSWER:

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Ask questionsin your posts
that get peopleto talk about themselvesin
relationto your event.
ANOTHER DEEP THOUGHT

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GRANDPARENTSDAY

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TEXT
“Happy GrandparentsDay! If
you have a specialmemory with
your grandparent or grandkidat the
fair, please share!

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EXAMPLE COMMENT
“Playing washer pull ordraw a number. It
was something my family could afford & it
benefited a great group. We'd win a small
plant or something & just could not walk
away. We would just keep playing.” 

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Use the
Make 80% of your posts FUN, and
20% PROMOTIONAL

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FUN POSTS

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POST FROM MASCOT

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ADVICE POSTS
SHARED 522% MORE

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PROMOTIONALPOST

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PROMOTIONALPOST
“Don't miss ourCRAZYGOOD
DEALSon the WeekendPack and
Weekend SuperPack. Thesavings on
these online only specials can't be beat!
BUY NOW! http://buff.ly/1fKA1BQ”

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Now. Let’s talk
about that pie &
what else you
should post.

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www.popularpays.com

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HOW IT WORKS
• With 1000 Instagramfollowers,Bang Bang Pie will give
you a free piece ofpie
• Afterfree dessert, users are encouraged(not forced) to
post a picture to their Instagram.
• Other businesses are joining in. For 40,000 followers, you
can get a free skydive!

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CHICAGO.
Right now Popular Pays is only in
BUT—what can we learn?

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DO THIS YOURSELF
If you want…

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EXAMPLE
“Are you a Facebook
Fanatic? LIKE our page, and tag
us in a photo while you’re here
and we’ll give you a free t-shirtif
you show us your post!”

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PHOTOS
The engagement rate on Facebook posts with
averages .37%.
WITHOUT PHOTOS
The engagement rate on Facebook posts
averages .27%.

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INSTAGRAM &
PINTEREST
Integrate
with your Facebook page

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

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Luckily, both are easy!

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PINTEREST

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INSTAGRAM

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HOW OFTEN TO POST?

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16%
Remember only
of your audience will see your post.

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IS INCREASING
Publishing frequency for businesses

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SEVERAL TIMES
You can post
about the same topic.
(Secret:Then you don’t have tocome up with new things to postall the time!)

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LABOR DAY EXAMPLE

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POST ONE:
“Take advantage of our
CRAZY Labor Day Special: Buy2 Adult
Tickets, Get 1 ChildTicket FREE! Offer
valid only through 9/2, so BUYNOW!
http://buff.ly/1dYMMdW”

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POST TWO:
“Rememberour INCREDIBLE
Labor Day Special: Buy 2Adult Tickets,
Get 1 Child Ticket FREE!
http://buff.ly/1e4qozK”

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POST THREE:
“The rumors are true, we are NOT
selling tickets at Brookshires and Super One
this year. Allpre-sale tickets are online, but
we have some GREAT deals for you, including
a Labor Day Special! http://buff.ly/19Za1So”

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EDITORIALCALENDAR
www.saffireevents.com/calendar

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WHEN TO POST?

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DIVIDED
It’s a house

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EXPERIMENTINGto see what works best for
you.
Do some

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SCHEDULING POSTS

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TAGGING
If you want to use
Try using FACEBOOK itself to schedule
posts!

214. saffireevents Make sure you are
actingas yourpage!

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BUFFER ISGREATwww.bufferapp.com

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CASSIE ROBERTS
WWW.SAFFIREEVENTS.COM
@SAFFIRE EVENTS
Stay Tuned for PART 3: Measuring your Marketing

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SOURCES
http://socialmouths.com/blog/2013/05/14/facebook-ads-vs-promoted-posts/
http://thenextweb.com/facebook/2013/08/27/facebook-eases-up-on-brand-promotions-by-removing-third-
party-app-requirement/
http://coopervision.com/practitioner/blog/facebook-advertising-showdown-sponsored-stories-vs-promoted-
posts
http://www.digitalinformationworld.com/2013/09/infographic-25-facebook-stats-as-of.html

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Kendra Wright & Cassie Roberts
Saffire Events
BYOD: Grow Event
Revenue with
Online Marketing

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Kendra Wright|Cassie Roberts
BYOD:
GROW EVENT REVENUE
WITH ONLINE MARKETING

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Give us your business card at the end;
We’ll send you our slides.
GET OUT YOUR DEVICE

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HISTORY

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EVENT PORTFOLIO
Rodeo Austin
SouthTexas State Fair
Rodeo Belton/ 4th of July
Celebration
BrazosValley Fair
Heart O' Texas Fair & Rodeo
Amarillo Tri-State Fair
FortBend CountyFair
Central Texas State Fair
Comal CountyFair
Okeechobee CountyFair
Amador CountyFair
Chowchilla Fair
Palomino Fest
Lea County
CoorsCowboy Club
WashingtonCountyFair
Texas State ForestFestival
American Royal
Colorado State Fair
Napa CountyFair
DodgeCity RoundUp
Brazoria CountyFair
SanAngelo
Rogers CountyFair
Greater Baton RougeState Fair
Central States
Black Hills StockShow/Rodeo
Los Fresnos
Twas the Lights
Reno Rodeo
Redding Rodeo
NorthwestWashingtonFair
SikestonRodeo
Delaware State Fair
SangamonCountyFair
East Texas
Park of East Texas
Laramie CountyFair
Benton-FranklinFair
Carroll CountyFair
Pendleton Round-Up
PonyExpress Days
Arizona National
Livestock Show
YoloCountyFair
California Rodeo Salinas
Rio Grande Valley
Livestock Show
Old Sorehead Trade Days
Cuero TurkeyFest
Fiesta San Antonio
GlennCountyFair
State Fair of Louisiana
FourStates Fair
MontgomeryCountyFair
AgriculturalLearning Center
GrantCountyFair
NorthTexas State Fair
Rooftop Rodeo
West End Fair
Crabtree Amusements
Trinity Valley Exposition
Brackenridge Recreation Complex
Kitsap Rodeo Cowpokes
Refugio CountyFair
Rockdale Fair & Rodeo

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PALAMINO FEST

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PALAMINO FEST

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SAFFIRE ASSOCIATION PARTNERS

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ANALYTICS?
How often do you
look at your website

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No Fear
How Do
I Start?

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YOU’RE NOT
MARKETING!
If you’re
not measuring,

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AWARENESS
INTEREST
DESIRE
ACTIO
N

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•Social
media/
WOM/Offli
ne mktg
AWARENES
S
•Social media/
email
INTERES
T
•Email/
website
DESI
RE
•Website
ACT
ION

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But thisis evolving…

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•Social
media/
WOM/Offli
ne mktg
AWARENES
S
•Social media/
email
INTERES
T
•Email/
website
DESI
RE
•Website
ACT
ION

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ACTION ONFACEBOOK
• Sign up for email
• Email signup formon tab
• Contest
• Buy tickets
• View event schedule
• Linkto purchase page

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LEGITIMIZE ONLINE MARKETING
Use marketing terms,not online terms
TV WEB EMAIL SOCIAL
Audience size Reach Site visitors List size Impressions
Interaction “How did you hear” Actions/Conversions Clicks Engagement
Conversion Rate Source ÷ Reach Actions ÷ Visitors Clicks ÷ List size Engagement ÷
Impressions

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1 2 3
Measuring Measuring Measuring
Website Email Social

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Let’s start at the bottom.
YOUR WEBSITE

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GOOGLEANALYTICS

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NERD ALERT!

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YOU ARE BIG BROTHER

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WHERE THEYLIVE

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WHAT SITES THEY VISITED

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WHERE THEY GO ON YOUR SITE

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HOW LONG THEY STAY

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HOW MANY TIMES THEY VISITED

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WHAT BROWSER THEY USE

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WHAT DEVICE THEY USE

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WHAT THEY SEARCHED

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WHAT SOCIAL IMPACT WAS

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SEE IT GRAPHICALLY

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FOUR THINGSTO WATCH
site
visits

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SITE VISITS

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SITE VISITS
•Improve SEO and/or
online marketing of
your site
low
site
visits?

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FOUR THINGSTO WATCH
bounce
rate

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BOUNCE RATE

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BOUNCE RATE
•Improve your homepage –
layout, images, navigation, etc.
•40-50% is average.
high
bounce
rate?

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FOUR THINGSTO WATCH
actions/
conversion
rate

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CONVERSIONRATE
(Number ofpeoplewho take action
÷
Number of site visitors)
* 100 to convert to %

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CONVERSIONRATE
•Make your website
more compelling
(good rate: 2%)
Not enough
action/
conversions?

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GOALS-EMAIL SIGNUP

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GOALS-EMAIL SIGNUP

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GOALS-EMAIL SIGNUP

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GOALS-EMAIL SIGNUP

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ECOMMERCE TRACKING
• Put a snippet of GAcode in your cartthat tracks
purchases
• If you sell online, you MUST put this code on your site.
• If you have 3rd party shopping cart (e.g., ExtremeTix),you
should insist they put it onyour shopping cart pages.

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FOUR THINGSTO WATCH
time on
site

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TIME ON SITE

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TIME ON SITE
•Add interactivity and
other “stickiness”
•Votes, music, social, etc.
low
time on
site

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AUTOMATING GOOGLE ANALYTICS

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AUTOMATING GOOGLE ANALYTICS

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TRACKING SOCIAL

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TRACKING SOCIAL

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TRACKING SOCIAL

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TRACKING SOCIAL

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Now your biggestrevenue producer.
EMAIL BLASTS

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EMAIL BLASTS?
How many of
you do periodic

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1
Track
PER EMAIL

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Open Rate

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Click-Through Rate (CTR)

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Conversion Rate = REVENUE

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2
Track
OVER TIME

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House File Size

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Churn (% who leave your list)

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Cost/Email

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Revenue/Email

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ROI CALCULATION
Added Revenue - Cost
÷
Cost
* 100 to convert to %

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&
Sample
OPEN RATESVaries a lot by client
9-15% on low end
30-35% on high end

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HIGHEST OPENRATES
Good subject line
Clients who sell online
Clients with a strong brand
Sent at the right time/day
Tuesday mid-morning, evenings & weekends

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&
Sample
CLICK RATESNot as much variance by client
Around 10-20%

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CALLS TO ACTIONCLICKS
Use action words
Get MoreInfo!
Sign Up!
Buy Now!
MorePhotos!
Be conversational. (take a look, check it out,etc.)
Don’t tell the whole story!

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And lastly the top of the funnel
SOCIALMEDIA

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ANALYTICS?
How often do you
look at your Facebook

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SOCIAL ANALYTICS ADVICE
Tryto get away from social-specificterminology
• Likes
• Shares
• Fans
• Followers

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FACEBOOK INSIGHTS

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INSIGHTS – PAGE OVERVIEW

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EXPORT-PAGE LEVEL DATA
On Facebook page, go to Insights  Export
Page level data
81 columns of data and many tabs
Impressions = ColumnAA(Daily TotalImpressions – Total)
Engagement =Column L(Daily Page Engaged Users – Total)

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Now let’stalk about measuring posts.

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INSIGHTS – POST REACH

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POST REACH

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INSIGHTS – MOST REACH

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ENGAGEMENT

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ENGAGEMENTINCLUDES:
Likes
Comments
Shares
Video views
Link clicks
Photo clicks
Clicked commenter’s name
Liked a comment
Clicked your page name
Gave negative feedback
Engagement IS A SIGN
OF
INTEREST IN YOUR

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TALKING ABOUT THIS

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TALKING ABOUT INCLUDES:
Likes
Comments
Shares
Video views
Link clicks
Photo clicks
Clicked commenter’s name
Liked a comment
Clicked your page name
Gave negative feedback
Talking About MEASURES
HOW MANY PEOPLE ARE
WILLING TO SPREAD THE

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INSIGHTS –POST VIRALITY

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#3 MOST VIRALITY

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#2 MOST VIRALITY

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#1 MOST VIRALITY

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FACEBOOK INSIGHTS

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ANALYZE WITH BUFFER

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ANALYZE WITH TWITONOMY

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ANALYZE WITH TWITONOMY

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YOUTUBE ANALYTICS

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REVIEW
Measure your website, email and social
Think about tracking value (and cost, if youcan) for:
• Impressions/Reach – how many peoplesaw it
• Engagement – how many did something
• Conversion Rate
• Revenue
Use analytics to market smarter. Start somewhere.

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LEAVE US YOURCARD
We’ll send you:
• These slides
• A freesubscription to The Dirt online marketing
newsletter
• Invitation to ongoing educational webinars

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FREE ONLINE MARKETING TIPS
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