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The quickest and most economical way for you to reach your event’s target audiences is online. Join the team from Saffire Events as they cover all aspects of making your event more successful through online marketing. We’ll tell you about the latest trends and show you how to improve your website, manage your content, integrate mobile, make money with email and texting, maximize social networking and market your event from your fairgrounds. You’ll leave with a 5-Step Action Plan for taking your online efforts to the next level!
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INCREASING BUCKS & BUTTS:GROWING REVENUE & ATTENDANCE WITH SAFFIRE EVENTS
KENDRA WRIGHTPRESIDENT,
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
PARIS HOTELSUITE # 3298
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 WRIGHT
President, 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 PEDERSON
Technical Director• Leads a team of highly-skilled programmers
• Finds the perfect technology for the job
• A different breed of techie – speaks English!
JEREMY EMERSON
Creative Director
THINGS GOT COMPLICATED
Enticing Homepage
Face
bookGreat PhotosAllow Photo U
ploads
Interactive Event
Schedule
Twitt
er,
Pint
eres
t, Yo
uTub
e Email Newsletter
Beautiful Site DesignPrint My
Events
Ecom
mer
ce
Blog
Personal CalendariPadM
obile SEO
Event M
ap
Analytics
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
#1120Stop by to addyour fair FREE!
YOUR WEBSITE
WHAT’S NOT COOL
It’s a medium we aren’t 100% comfortable withWe don’t know where to startThings 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 buckIt’s the “landing strip” for all other marketingIt’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 REVENUE
ECOMMERCE=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 looknew 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
Mobile PURCHASE+
LOCAL Search
BUCKS & BUTTS
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 priorityOver a billion monthly active users• Recent changes - Business Pages
• Inactive users won’t seecontent 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 media530 million accounts340 million tweets a day1 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 priorities4 billion videos/day viewed800 million unique users visit YouTube each month44% 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
SAFFIRE RECOMMENDATIONMake 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.
SAFFIRE RECOMMENDATIONStart 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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