The Afterglow Effect: Creating Customer Relationships that Last

THE AFTERGLOW EFFECTCreate Customer Relationships That Last

Western Fairs Association Convention & Trade Show

January 14, 2015

etix.com | rockhousepartners.com#WFAElevate15

FOLLOW ALONG!#WFAElevate15bit.ly/RockWFA


WHAT WAKES YOU UP IN THE

MORNING?


HERE’S WHAT WAKES US UP.






WE HAVEQUESTIONS.


YOU HAVEANSWERS.




5 THINGS TO DO AFTER YOUR

EVENT



#1OPTIMIZE SEARCH


1. IMPROVE SEO (on DESKTOP)

50%of website traffic

comes from organic

searches


1. IMPROVE SEO (… and on MOBILE)

50%of website traffic

comes from organic

searches


#2OPTIMIZE YOUR

WEBSITE


2. UPDATE INFO & CAPTURE EMAILS

2.5x1-click forms gather more organic sign-

ups than text links


2. OPTIMIZE FOR MOBILE

30%+site visits occur on

mobile devices


2. GIVE THE PEOPLE WHAT THEY WANT

Converted

11%of visitors into new email subscribers


#3ASK YOUR

CUSTOMERS HOW YOU DID


3. SEND A THANK YOU EMAIL

2x the email opens

6xthe click rates


3. CONDUCT A SURVEY


3. CONDUCT A SURVEY


3. CONDUCT A SURVEY


#4

UPDATE SOCIAL


4. KEEP THE CONVERSATION GOING


4. LOOK FORWARD TO NEXT YEAR


4. BUILD YOUR DATABASE

The average online ticket

order:

2.7tickets


#5SHOW

SPONSORS LOVE


5. INCLUDE THANK YOU MESSAGING

One fair client

generated

160,000+email opens

in the last year


5. CREATE A RECAP DECK

Show sponsors actionable data,

for instance: one email

address is worth

$12


A Quick Case Study: Homestead-Miami Speedway

https://dl.dropboxusercontent.com/u/90531793/2014 HMS Sponsor Recap Decks/Ford Championship Recap_Sprint_Homestead-Miami Speedway_2014-Nov.pdf

https://dl.dropboxusercontent.com/u/90531793/2014 HMS Sponsor Recap Decks/Ford Championship Recap_Sprint_Homestead-Miami Speedway_2014-Nov.pdf


A Quick Case Study: Allegan County FairTHE GOALMaintain engagement after the event while continuing to capture email addresses and generate interest for 2015.

WHAT WE DIDImplemented 2015 dates and thank you messaging on all channels, while keeping the conversation going on social.

THE RESULTS• 3x the engagement rate of

regular emails.• 20%+ increase in YOY site

visits and pageviews.


1. OPTIMIZE SEARCH RESULTS

2. UPDATE WEBSITE (DESKTOP + MOBILE)

3. ASK FANS FOR FEEDBACK

4. MAINTAIN ENGAGEMENT ON SOCIAL

5. INCREASE SPONSORSHIP VALUE

OVERVIEW: 5 THINGS TO DO POST-EVENT


Questions?

www.slideshare.net/etixworld


GOOGLE YOURSELF (DESKTOP & MOBILE)

VIEW WEBSITE ON YOUR PHONE

BUY A TICKET ON YOUR SITE VIA MOBILE & DESKTOP

SIGN UP FOR YOUR EMAIL LIST

SET UP AN AUTOMATED WELCOME EMAIL

READ THE WELCOME EMAIL ON A MOBILE PHONE

OTHER WAYS TO GET STARTED TODAY


BONUS: DIGITAL AUDIT


BUT WAIT.

THERE’S MORE…



http://www.slideshare.net/etixworld


DO YOU KNOW PAUL?


JOE [email protected]

615-772-6196

@rhpartners

NEXT STEPS? CASE STUDIES? LET’S TALK!

AMANDA [email protected]

434-953-8668


@etix_world

Marketing

The Afterglow Effect: Creating Customer Relationships that Last