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Get Your Website HAPPY HOUR
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Cassie Roberts | Saffire Events
GET YOUR
HOUR
NO NEED TO WRITE IT ALL DOWN
DON’T WORRY
WEBSITES? Why do we have
To educate.
To promote.
To inform.
To entertain.
TO MAKE MORE MONEY!
SOMETHING BUT
WAS MISSING
HELP MORE PEOPLE! We wanted to
SINCE THEN WE’VE BEEN ROLLING!
ASSOCIATION PARTNERS
NINE We will discuss
parts of a
successful website
AGENDA World domination through Google
Leading the horse to water
Hosting your own party
Going to other people’s parties
Marketing on the go
Taking the bull by the horns
The power of DIY
Measuring up
Keeping up with the Jones’/Kardashians
GOOGLE DOMINATES Goal: Improve your SEO
Most important – links in to your site
Also important – your own site
Title – important for Google and customers!
SEARCH ENGINE DESCRIPTION
FREE SEO tool that is provided by Google that helps to find keywords by search
volume and relative keyword ideas for you.
BIG SEARCH VOLUME=FEWER SITE VISITS
Need a Google AdWords Account? Create one at
https://adwords.google.com/
Helpful YouTube Video
USE WHAT YOU FIND EVERYWHERE!
GOOGLE KEYWORD PLANNER
AGENDA World domination through Google
Leading the horse to water
Hosting your own party
Going to other people’s parties
Marketing on the go
Taking the bull by the horns
The power of DIY
Measuring up
Keeping up with the Jones’/Kardashians
Of customers surveyed during an exit
survey, OVER 50% reported that they
went to the website to find out
information about the event FIRST.
RODEO HOUSTON
DOES THIS LOOK FAMILIAR?
THE BAD
TO USERS:
STILL LIKE YOUR LINKS?
CONSIDER BIG BRANDS.
OLDIE BUT GOODIE
USE PHOTOS
They can make all the difference in the
world for your homepage.
DON’T BELIEVE ME?
AGENDA World domination through Google
Leading the horse to water
Hosting your own party
Going to other people’s parties
Marketing on the go
Taking the bull by the horns
The power of DIY
Measuring up
Keeping up with the Jones’/Kardashians
PARTY ANIMAL Make sure your website has the
BEST info about your event on
the internet
Make it interactive and fun! eCommerce is the “ultimate interactivity”
But-don’t ask them to get married before
your first date!
12 TIMES Video watchers are
more likely to purchase.
VIDEOS BY TICKETS!
PHOTO GALLERIES
AGENDA World domination through Google Leading the horse to water Hosting your own party Going to other people’s parties
Marketing on the go
Taking the bull by the horns
The power of DIY
Measuring up
Keeping up with the Jones’/Kardashians
THE SOCIAL SCENE
Reach people where they already are
Promote your social media prominently
(This means on EVERY page of your site!)
Remember: You do not own Facebook!
FACEBOOK IS KING
Free Facebook is Dwindling. BUT YOU MAY HAVE HEARD…
3% Only
of newsfeed posts are from
businesses
ADVERTISE If you’re going to post on Facebook
to get your message out.
ADS MANAGER
www.facebook.com/advertising
STEP 1: SET OBJECTIVE Think about your goal and the type of post you’re advertising.
EXAMPLE AD TYPES • PAGE POST ENGAGEMENT – Image, video or text
• PAGE LIKES – Get more Likes on your Facebook page
• CLICKS TO WEBSITE – Drive traffic to your website
• OFFER CLAIMS – Like a coupon, with “Get Offer” button
• EVENT RESPONSES – Includes event details and RSVP link
OBJECTIVE
STEP 2: SELECT AD PLACEMENT Where do you want your ad to show up?
STEP 3: DEFINE YOUR AUDIENCE A more targeted audience means more engagement.
STEP 4: SET YOUR BUDGET This can be done by day or overall.
WHAT DO I NEED TO SPEND? You can spend as little as $1.00/day for approximately 4000 impressions versus:
STEP 5: WATCH FOR RESULTS
YOU CAN TEST WHAT
WORKS BEST!
AGENDA World domination through Google
Leading the horse to water
Hosting your own party
Going to other people’s parties Marketing on the go
Taking the bull by the horns
The power of DIY
Measuring up
Keeping up with the Jones’/Kardashians
MOBILE
Do you feel
good about your
strategy?
MOBILE
IMPORTANT FOR SANITY
Really Old Days
Fairly Old Days
Now
SOFA MAXIMIZE
the
IMPORTANCE FOR REVENUE • Customers increasingly use mobile search to shop.
• 95% of all mobile searches are for local goods.
• 61% of all local searches result in a purchase.
1 2 $$
$ Local Mobile Mobile
SEARCH PURCHASE SUCCESS
+ =
THE ONE-TWO PUNCH
MOBILE PURCHASE
DON’T FORGET TABLET!
TEXT MESSAGING
98% OPENS Text Messages get
compared to 22% for emails
(Source: Venture Beat)
AGENDA World domination through Google
Leading the horse to water
Hosting your own party
Going to other people’s parties
Marketing on the go
Taking the bull by the horns
The power of DIY
Measuring up
Keeping up with the Jones’/Kardashians
SELL How many of you
online?
WHY DO ECOMMERCE?
INCREMENTAL REVENUE
ECOMMERCE Customers expect ecommerce
67% of people aged 35-75 want the convenience of buying online
People can spread out costs
Redemption will not be 100%
Especially good for things like carnival tokens
HOW TO SELL MORE NOW
GET TICKETS
HERE!
BUY
TICKETS! TICKET DEALS &
DISCOUNTS
WHICH DOOR WOULD YOU CLICK?
1 2 3
STEAL OF A DEAL • Make people feel like they’re getting a great deal.
• Family 5-pack
BUNDLE TICKETS
• Four shows, one price
• Three small names, one big name
• Additional discount for more
BUTTON NAMES
ADD COUNTDOWN TO TIX
MAKE TIX EASY TO FIND
INTEGRATED DESIGN & FEWER CLICKS
IT’S NO BULL: EMAIL Get in the loop through email
Include the signup on your homepage and every page
Start collecting addresses before you know what to do with them
Events are the perfect email marketing excuse
It’s immediate
It’s cheap
It’s effective
Make sure your email is branded
GREAT JOB IFEA!
WHAT LEADS TO MOBILE PURCHASE?
EMAIL MANAGEMENT
AGENDA World domination through Google
Leading the horse to water
Hosting your own party
Going to other people’s parties
Marketing on the go
Taking the bull by the horns
The power of DIY
Measuring up
Keeping up with the Jones’/Kardashians
THE POWER OF DIY When working with companies like Nike, Dodge, Intel, etc., we took
content management for granted
We have found the event industry to be so different
Take control.
DO YOU KNOW THIS MAN?
MANAGE YOUR CONTENT
…BUT ALSO HERE…
…AND ALSO HERE!
ASK FOR WYSIWYGS
WORDPRESS MAY WORK!
AGENDA World domination through Google
Leading the horse to water
Hosting your own party
Going to other people’s parties
Marketing on the go
Taking the bull by the horns
The power of DIY Measuring up
Keeping up with the Jones’/Kardashians
GOOGLE ANALYTICS
GOOGLE HEAT MAP
BEHAVIOR>IN-PAGE ANALYTICS>SHOW COLOR
A/B TESTING Figure out what works best.
One of the best parts about online marketing.
Can do multi-variant if you want!
Use what you learned online to change your offline
marketing.
AD EXAMPLE
AD- BEST PERFORMER
• 35-64 year olds within 50 miles
• 43 clicks, 35 page likes
AGENDA World domination through Google
Leading the horse to water
Hosting your own party
Going to other people’s parties
Marketing on the go
Taking the bull by the horns
The power of DIY
Measuring up
Keeping up with the Jones’/Kardashians
WHO IS YOUR COMPETITOR?
Your site MUST appeal to your audience
When people come to your site, they generally aren’t comparing you to
other event sites
They are comparing you to other sites they visit that day
Compare yourself to other event types like sports and movies
FREE ONLINE MARKETING TIPS Facebook Saffire Events
Twitter @SaffireEvents
Instagram saffireevents
Pinterest saffireevents
YouTube saffirestudio
iTunes The Amplifier Event Marketing Podcast
