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INCREASING BUCKS & BUTTS:
GROWING REVENUE & ATTENDANCE WITH
SAFFIRE EVENTS
KENDRA WRIGHT
PRESIDENT,
SAFFIRE EVENTS
SIT BACK AND RELAX.
Give us your business card for:
• Slides from this presentation
• Subscription to The Dirt (free marketing info)
• An entry to win a flat screen TV
• A free button
Wear your button to booth #1122 for:
• Another TV entry
• A free, limited-edition boot koozie
AGENDA
• Improve your website
• Manage your content
• Integrate mobile
• Making money from email
• Maximize social networking
• Latest trends
• 5-Step Action Plan (future webinar)
CAN WE TALK?
• Loves your event
• Connection to
your event
• Does lots of local
websites
• “Brung ya”
PRESENTER
• First job – Event manager for non-profit
• Began working at Fortune 1000 company in 1995
o Accidentally started building websites
• Started own company in 1998o One woman show
KENDRA WRIGHTPresident, Saffire
Events
I WAS…
LEADERSHIP
• A classically-trained artist
with 16 years experience
in online design
• Makes everything we do
look beautiful
• Not a prima donna
AARON PEDERSONTechnical Director
• Leads a team of highly-
skilled programmers
• Finds the perfect technology
for the job
• A different breed of techie –
speaks English!
JEREMY
EMERSONCreative Director
THINGS GOT COMPLICATED
Email Newsletter
TEAM
Chris LugarSenior Software Engineer
Jessica Bybee-DziedzicSenior Account Manager
Adam DispenzaQA Specialist
Chris HowardFront End Developer
Cassie RobertsManager of Sales &Partnership
Brandi ReillyManager, Marketing & Customer Service
Daniel BunnSoftware Engineer
Jonathan HopeSoftware Engineer
Kelly GinestManager, Marketing Communications
INTERNATIONAL PORTFOLIO
WE LOVE THIS INDUSTRY!
WHY DO I LOVE THE FAIR?
PALAMINO FEST
OUR CONNECTION TO INDUSTRY
WFA
NEW FE HOMEPAGE
FAIRS EVERYWHERE
FAIRS EVERYWHERE
FAIRS EVERYWHERE
FAIRS EVERYWHERE BOOTH
#1120
Stop by to add
your fair FREE!
YOUR WEBSITE
WHAT’S NOT COOL
It’s a medium we aren’t 100% comfortable
with
We don’t know where to start
Things are changing so fast…
Our website looked good a couple years
ago!
WHAT’S COOL
If done well, your website is your biggest
marketing bang for buck
It’s the “landing strip” for all other marketing
It’s your virtual front door
RODEO HOUSTON STATISTICS
“How did you hear about this event?”
Newspaper – 2%
Rodeo Advertising – 4%
Radio – 9%
TV – 10%
Website – 46%
INTERNET WINS POPULARITY
CONTEST
TRADITIONAL ADVERTISING MODEL
Local TV Ad Campaign: 200,000 people/commercial Print:
Varies based on send
Local Radio Ad: 5,000 people/
commercial
*Based on midsized market
ONLINE MODEL
ME: 1My Friends: 130 - 500+
My Friends’ Friends
250,000+
OUR GOAL
Your customers take
ACTION on your website
WHY?
You have one shot.
CUSTOMERS MUST
Interact on your site
CUSTOMERS MUST
Sign up for email
CUSTOMERS MUST
Share it with someone
CUSTOMERS MUST
Follow you on social media
CUSTOMERS MUST
Buy something
WHY DO ECOMMERCE?
ECOMMERCE=INSURANCE POLICY
ECOMMERCE=INCREMENTAL
REVENUEECOMMERCE=INCREMENTAL BUTTS
MAKE IT BEAUTIFUL
MAKE IT QUICK TO FIND
MAKE IT FUN
Use photos to tell your story.
Give people features to click.
NEW LAYOUT OPTIONS!
Besides your homepage, where do people
go on your website?
(do you know?)
MAKE EVENT SCHEDULE
INTERACTIVE
MAKE EVENT SCHEDULE
INTERACTIVE
ALLOW PHOTO UPLOAD
LOTS OF SPONSOR LOVE
MAKE IT EASY TO FIND
MAKE IT EASY TO CONNECT
MAKE IT EASY TO CONNECT
MAKE IT EASY TO CONNECT
MAKE IT EASY TO GET INVOLVED
FORMS
MAKE IT EASY TO GET INVOLVED
FORMS
MAKE IT EASY TO GET INVOLVED
FORMS
MAKE IT EASY TO BUY
MAKE IT TRACKABLE
SEE??
HOW DO YOU MANAGE CONTENT?
THE GOAL
To be the most successful
(and maintain your sanity)…
You must be able to
manage your website
yourself, in REAL TIME.
YOUR OWN DASHBOARD
YOUR OWN DASHBOARD
MANAGE HOMEPAGE FEATURES
MANAGE EVENT DETAILS
MANAGE NAVIGATION
ADD SPONSORS
ADD UNLIMITED NEW PAGES
ADD UNLIMITED WEB FORMS
SCHEDULE THINGS AHEAD
Your homepage can look
new each day of your event…
WITHOUT YOU TOUCHING IT!
DOES YOUR GUY DO THAT?
MOBILE MARKETING
THE WRITING’S ON THE WALL
Source: Morgan Stanley Research
MOBILE
ONE DATA SOURCE
MOBILE-SPECIFIC DESIGN
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.
WHY MOBILE?
THE PERFECT STORM
EVERYTHING!
WHAT TO MAKE MOBILE
We marketed to people
on their sofas.
REALLY OLD DAYS
We had to rely on “sofa inertia!”
FAIRLY OLD DAYS
NOW
FROM YOUR FAIRGROUNDS
DOES YOUR GUY DO THAT?
EMAIL MARKETING
One of the oldest
online marketing tactics
WHAT’S NOT COOL
67% of global marketers rated email the
most successful digital marketing tactic.Source: CMO Council, May 2012
WHAT’S COOL
The days events email are often their top
revenue days (even above social media).
Email gives some of the fastest results,
often within 24 hours.
Email is the most cost-effective marketing
tool.
COMPELLING REASONS TO EMAIL
SAFFIREMAIL
SAFFIREMAIL
SAFFIREMAIL
SAFFIREMAIL
DOES YOUR GUY DO THAT?
SOCIAL MEDIA
Your #1 social networking priority
Over a billion monthly active users
• Recent changes - Business Pages
• Inactive users won’t see
content as much
• Only 10-20% will see content
• Only 1% will interact
Pay attention to your website
& email!
GET INTO THE FEED: LIKING
GETTING INTO THE FEED: TAGGING
Take pictures of the crowd at concerts, post
them and encourage them to tag themselves
Your photo appears in
their Facebook feed!
SAFFIRE GIVES YOU COVER PHOTO
Your 2nd priority for social media
530 million accounts
340 million tweets a day
1 million accounts added to Twitter every
day
SAFFIRE COORDINATES TWITTER
What is the fastest growing website of all
time?
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!
Not your highest priority, but it’s fun!
50% of all web content is…
YOUTUBE
3rd in your social media priorities
4 billion videos/day viewed
800 million unique users visit YouTube each
month
44% of YouTube’s users are aged between
12 and 34
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.
SAFFIRE INTEGRATES
PINTEREST & YOUTUBE
DOES YOUR GUY DO THAT?
OTHER TRENDS
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.
SAFFIRETEXT
DOES YOUR GUY DO THAT?
FINAL THOUGHTS
• Improve your website
• Manage your content
• Integrate mobile
• Making money from email
• Maximize social networking
• Latest trends
REVIEW
One platform
One industry
One community
SAFFIRE IS…
ONGOING NEW FEATURES
• Social networking
• Email marketing
• Increasing advance revenue
• Google analytics
• Creating an Editorial Calendar
• Many more!
ONGOING EDUCATION
ONGOING HELP
ONGOING HELP
YOUR GUY CAN’T DO THIS.
Sign up for Saffire within 90 days for 10% off
initial fees
First time ever!
SHOW SPECIAL
Come by our Hollywood Happy Hour from
5:30-7 pm tonight in Suite 3298.
Leave us your business card.
Grab a button!
FINAL THOUGHTS
OF COURSE….
Thank You!
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