etix and rockhouse partners wfa 2015 presentation - 5 steps for great online advertising

5 Steps for GreatOnline Advertising

Western Fairs Association Convention & Trade Show

January 14, 2015

etix.com | rockhousepartners.com#WFAElevate15

Follow along online:

http://bit.ly/WFA2015Ads

http://bit.ly/WFA2015Ads


Three Types of Media:

OwnedEarned

Paid


ONLINE ADS:THE BASICS


WHY SPEND ONLINE?


WHY SPEND ONLINE? TARGETED AUDIENCES


42%of all fair ticketsare purchased

online

WHY SPEND ONLINE? BETTER ROI


MARKET TRENDS


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2010 2011 2012 2013 2014

19%of Etix

transactions occur on mobile

MARKET TRENDS: MOBILE


MARKET TRENDS: RELEVANCY


MARKET TRENDS: RETARGETING


WHAT WORKS?


WHAT DOESN’T WORK?


5 Steps for GreatOnline Advertising


1. SET GOALS, PLAN, GET DIGITAL IN LINE

OVERVIEW: 5 STEPS


FIRST THINGS FIRSTSET GOALS

SET YOUR BUDGETBUILD A PLAN

GET DIGITAL IN LINE


42%of all fair ticketsare purchased

online

#1. FIRST THINGS FIRST: GET DIGITAL IN LINE


#1. FIRST THINGS FIRST: GET DIGITAL IN LINE

One fair client

generated

160,000+email opens

in the last year


SO YOU’RE GOINGTO BUILD AN ONLINE

AD CAMPAIGN


BUT WAIT!WHAT CAN YOU DO FOR FREE?



2. ASK: WHAT CAN YOU DO FOR FREE?

OVERVIEW: 5 STEPS


Three Types of Media:

OwnedEarned

Paid


#2. SCOUR INVENTORY: PARTNERS, SPONSORS, VENDORS

Activatingevent partners &

sponsors can expand social reach

up to

2,500%




3. ENLIST HELP

OVERVIEW: 5 STEPS


Typical agency fees: 10-15% of total spend.

There may be a minimum.

You can see real-time reports.

If you’re not satisfied with the results,you can stop anytime.


WOULD YOU SPEND 10% TO MAKE

30 to 50% MORE?




3. ENLIST HELP

4. PICK A PLATFORM

OVERVIEW: 5 STEPS


#4. PICK A PLATFORM: SOCIAL MEDIA


#4. PICK A PLATFORM: DIRECT DISPLAY


#4. PICK A PLATFORM: RETARGETING

“90%of consumers start a

task on one device andfinish it on another.”- VP of Display Ads,

Google




3. ENLIST HELP

4. PICK A PLATFORM

5. MEASURE & OPTIMIZE

OVERVIEW: 5 STEPS


MEASURE AND OPTIMIZE


#5. MEASURE AND OPTIMIZE


A Quick Case Study: Summer Ends Music Festival

THE GOALSell more tickets and promote awareness for the 1st-year festival.

WHAT WE DIDTracked website visitors, and retargeted them with ads throughout the web and on Facebook.

THE RESULTS• +1,270% overall ROI on

retargeting ads• 1 conversion for every $5

spent on Facebook mobile retargeting ads


A Quick Case Study: X Games Austin

THE GOALHelp Circuit of the Americas and the city of Austin win the bid for the Summer X Games.

WHAT WE DIDPlanned and executed a social content strategy, including paid Facebook promotions.

THE RESULTS• 7.8 million total Facebook

impressions• 440% increase in Facebook

likes to a grand total of 30k • Won the bid


A Quick Case Study: Delaware State Fair

THE GOALStart online advertising buys to promote concert ticket sales.


THE RESULTS…


Better CTR, but…

Underperformed Facebook Ad ROI

Received more focus and fine-tuning.

How do we value brand impressions?


Quick Case Study: MIAMI-DADE COUNTY FAIR

THE GOALImprove social reach with an eye towards Ticket sales & Schedule.


THE RESULTS• Increased revenue from social by 1600% YOY.


Quick Case Study: MIAMI-DADE COUNTY FAIR


Questions?

www.slideshare.net/etixworld


PLAN FOR 2015: GOALS & BUDGETS

FIND OUT WHAT YOU CAN DO FOR FREE:START A CONVERSATION WITH YOUR PARTNERS

GET GOOGLE ANALYTICS ON YOUR WEBSITE

DIG INTO ROI FOR ALL MARKETING

ENLIST HELP

HOW TO GET STARTED TODAY



http://www.slideshare.net/etixworld


JOE [email protected]

615-772-6196

@rhpartners

NEXT STEPS? CASE STUDIES? LET’S TALK!

AMANDA [email protected]

434-953-8668


@etix_world

etix and rockhouse partners wfa 2015 presentation - 5 steps for great online advertising

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