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INCREASING BUCKS & BUTTS:
REAL-TIME, ONLINE MARKETING
CASSIE ROBERTS
SIT BACK AND RELAX.Give me your business card at the end of the presentation, and we’ll send you our slides.
I’ll also enter you in our drawing to win a TV!
Come by our booth, #604 for another chance to win!
MARKETING YOUR EVENTWhat do you spend the most money on?
How does it work for you?
Is it getting you the best results?
Is it helping you to grow?
RODEO HOUSTON STATISTICS“How did you hear about the event?”
Newspaper – 2%
Rodeo Advertising – 4%
Radio – 9%
TV – 10%
Website – 46%
INTERNET WINS POPULARITY CONTEST
A STEP FURTHER
Source: Morgan Stanley Research
ARE YOU FOLLOWING THESE TRENDS?
ARE YOUR CUSTOMERS?
PRESENTER
• Received BS Public
Relations, & Masters Sport
Management, The
University of Texas
• Born in Central City, NE
• United States Olympic
Committee
• Rodeo Austin
Cassie
Roberts
HISTORY
SAFFIRE CLIENTS
SAFFIRE CLIENTS
PALAMINO FEST
SAFFIRE ASSOCIATION PARTNERS
our goal is to elevate the festival
industry by enhancing its most
important virtual front door –
its online presence.
OUR AGENDA TODAYYour to do list for when you get home
Prioritize how to make your website better
Statistics to watch and what to do with the info
The latest trends and what to do about them
Maximize your mobile presence
How to make more money with email
Tools to market your event from at your event
Specific online marketing ideas
MAKE A GAME PLAN
WHAT WILL YOU SAY?
1. determine your
target audiences
WHAT WILL YOU SAY?
2. get your team together -
make sure to include all
audiences
WHAT WILL YOU SAY?
3. brainstorm all the reasons
people come to your event
WHAT WILL YOU SAY?
4. come up with topics
for all these reasons
CONSIDER THE “RULE OF THIRDS”1/3 about yourself and your brand
1/3 about things people might be interested
in that aren’t self-promotional
1/3 interact with people
WHERE WILL YOU SAY IT?Website
Flickr
YouTube
Blog
CREATE AN EDITORIAL CALENDAR
YOUR WEBSITE
HOW DO YOU MANAGE YOUR SITE?
YOUR WEB GUY
YOUR WEB GUY
YOUR WEB GUY
THE GOAL
you must be able to
market your event on your website
in real time
THE REALITY
98% of anonymous online
prospects enter a website
looking for something,
yet still leave anonymous
MAKE INFO INTERACTIVE & QUICK TO FINDKeep navigation organized.
Have something to draw people to another page.
SAFFIRE RECOMMENDATIONUse categories and supcategories to organize
your event information.
besides your homepage, where do
people go on your website?
(do you know?)
MAKE EVENT PAGES INTERACTIVE
MAKE EVENT PAGES INTERACTIVE
MAKE EVENT PAGES INTERACTIVE
MAXIMIZE SOCIAL MEDIAFacebook or Tweet your FESTIVAL
MAXIMIZE SOCIAL MEDIAFacebook/Tweet a festival EVENT/FEATURE
MAXIMIZE SOCIAL MEDIAFacebook or Tweet a PHOTO of an event/feature
WHY DO ECOMMERCE?
ECOMMERCE=INSURANCE POLICY
ECOMMERCE=INCREMENTAL REVENUE
DETERMINING PRICE80/20 rule
• Approximately 80% of the tickets you sell
online will be redeemed
• Offer 20% discount
• Come out even
Free shipping or print at home
• ESPECIALLY when cheap
to ship
SELL MORE NOW• Make your tickets easy to find.
• Have minimum clicks to get to the shopping cart.
• Integrate the design of your website with the
design of your cart so that the “look” doesn’t
change at the buying moment.
ANALYTICS
GOOGLE ANALYTICS
4 IMPORTANT THINGS TO WATCH
• Low visits? Improve SEO or online marketing of your site
site visits
4 IMPORTANT THINGS TO WATCH
• High bounce rate? Improve your homepage
bounce rate
4 IMPORTANT THINGS TO WATCH
• Not enough action? Make your website more compelling (good rate: 2%)
actions/ conversion
rate
4 IMPORTANT THINGS TO WATCH
• Low time? Add interactivity and other “stickiness”
time on site
TRGETING TRENDS
what is the fastest growing website
of all time?
PINTERESTPinterest was 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!
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 ifyou don’t know what you’ll do with them.
50% of all web content is…
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.
WHY TWEET?
17% of the top 1,000
search terms on Twitter
alternate hourly.
WHY TWEET?Twitter is current on up-to-the minute important news and cultural happenings.
Ramp up your publishing frequency, and make timely content the focus of your Twitter activities in order to satisfy information-hungry users.
TRICKS & TIPS FOR TWEETSFor the highest click-through rates:
Tweet between 120-130 characters.
Write tweets containing “via,” “RT,” “please” and
“check.”
Post weird/human interest stories.
Tweet on the weekends.
We don’t like to work on weekends either. Use:www.hootsuite.com to schedule social media in advance
THE ART OF THE HASHTAG
A hashtag (#) is how Twitter
users organize themselves:
if everyone uses a certain
hashtag to tweet about a topic,
it becomes easier to find that topic in
search, and is more likely to appear in
Twitter’s Trending Topics.
ENSURE ADOPTION OF A HASHTAG
Sorry!
You can't!
WHAT YOU CAN DOPOST it – relevant places on your
website/blog
PRINT it – event
materials, signage, scoreboards, etc.
PUBLICIZE it – Twitter feed, regularly and
consistently
It is vital to make it easy and enticing for your customers to find, adopt and promote hashtags.
FUN ACTIVITYCan you tweet from your phone or computer right now?
Let’s start some buzz at the WFA Convention…
Tweet: “Having a great time watching <entertainer> with @SaffireEvents at the @westernfairs convention #WFAConvention
MOVING MOBILE
MOBILE
APP OR MOBILE SITE?
Android46%
Apple iPhone30%
BlackBerry24%
0%
APP OR MOBILE SITE?
WHY MOBILE?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.
THE PERFECT STORM
MULTI-SCREEN MARKETING
MULTI-SCREEN MARKETING
WHAT LEADS TO MOBILE PURCHASE?
MOBILE CONTENT MANAGEMENTUpdate your content in real time!
MOBILE CONTENT MANAGEMENTManage information about events
MOBILE CONTENT MANAGEMENTEdit a quick homepage message
EMAIL MARKETING
TARGET EMAILS FOR MOBILE
email opens on smartphones and
tablets have increased 80% over
the last six months
WHEN WILL YOU SAY IT?Statistics are clear
• Day of week: Tuesday (try Friday for
fun!)
• Time of day: Mid-morning
Unless you’re big, don’t publicize
schedule
WHO WILL YOU SAY IT TO?If you’re starting from scratch, GET GOING!
• Outlook contacts
• Volunteers
• Sponsors
• Vendors
• Performers
• Past purchasers
• Etc.
EMAIL SIGNUPS ON EVERY PAGE
What will we say?
WHAT WILL WE SAY?
CONSIDER A PYRAMID
one main story
two smaller features
TEST AGAINST
EACH OTHER
two smaller features
WHAT WILL WE SAY?
don’t tell the whole story.
goal: CLICKS!
good content links to CLICKS, but
a good subject line (sent at right
time) leads to OPENS
WHAT MAKES A GOOD SUBJECT LINE?Include something recognizable
Use action words
Not too spammy
50 characters or less• Turn into Tweet, with 120 characters, #
and shortened URL
• Turn into Facebook, with 150 characters, graphic and no #
EMAIL ARTICLES: THE FORMULAHeadline
Image
Text (short, with links)
Call to action
• Consider “Click here to enter now!”
MEASURE YOUR EMAILS
PER EMAIL
Open rate
Click-through rate (CTR)
Response rate – web visits, revenue
OVER TIME
House file size
Churn (percentage who leave your list)
Revenue/email
Cost/email
SAMPLE OPEN RATESVaries by client
• 9-15% on low end
• 30-35% on high end
Who has the highest open rate?
• Good subject line
• Clients who sell online
• Clients with a strong brand
• Sent at right time/day (Tuesday mid-morning)
SAMPLE CLICK RATESAround 10-20% (not as much variance)
Depends on call to action, so use action words
• Get More Info!
• Sign Up!
• Buy Now!
• More Photos!
Again, don’t tell the whole story.
REAL TIME MARKETING TOOLS
YOUTUBE
Ask questions that get people
to talk about themselves in relation
to your event
SPECIFIC IDEAS
• Consider funny – tweets from mascot, etc.
• Personal/human interest stories get a lot of hits
• Posts with photos get more views!
Think about what YOU would want to click!
GRAB THEIR ATTENTION
• Be the first to know about X via social media!
• See behind-the-scenes looks at our event!
Your customers feel special,and they are more likely to be long term
followers.
MAKE PEOPLE FEEL LIKE INSIDERS
• Photo contests on website and Facebook
• Caption that photo
• Funny video upload
Photos and video are naturally VIRAL and give you more event
photos!
MULTIMEDIA
Take pictures of the crowd at concerts, post them and encourage them to tag themselves
Your photo appears in their Facebook feed!
TAGGING IN FACEBOOK
Show live tweets on concert side
screens
Have a vote or quiz
• Answer on text, app, QR code, etc.
GET PEOPLE TALKING
Have a contest for front row
concert seats
• Text, tweet or post on FB page NOW =
publicity
Do giveaways with charitable tie-in
CONTESTS WITH PUBLICITY BONUS
Judiciously promote big sponsors
for retweet
Same with vendors and
entertainers
Post thanks to people/groups;
they’ll repost
GETTING RETWEETS
BULLS EYELeave your business card, and I’ll
send:
• These slides
• The Editorial Calendar template
• A free subscription to The Dirt
• Chance to win the TV!
SOURCEShttp://www.insightera.com/blog/
http://heidicohen.com/mobile-marketing-research-chart/
http://www.business2community.com/online-marketing/11-statistics-to-
turbocharge-your-targeted-online-marketing-0235544
