increasing bucks & butts: real-time, online marketing
DESCRIPTION
The quickest and most economical way for you to reach your event’s target audiences is through online marketing. Join Kendra Wright and Cassie Roberts, Saffire Events, as you watch their presentation from the 2012 TFEA Conference & Trade Show. They cover all aspects of using your website and online marketing to raise revenues and increase attendance at your event.TRANSCRIPT
INCREASING BUCKS & BUTTS:REAL-TIME, ONLINE MARKETING
KENDRA WRIGHT&
CASSIE ROBERTS
SIT BACK AND RELAX.
Have a Coke!
Give us your business card at the end of the presentation, and we’ll send you our slides.
We’ll also tell you how to win a big prize AND score an invite to a great party!
MARKETING YOUR EVENT
What 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?
PRESENTERS
Kendra WrightPresident
Cassie RobertsManager, Sales & Partnership
• Received BS Public Relations, & Masters Sport Management, The University of Texas
• Born in Central City, NE
• United States Olympic Committee
• Rodeo Austin
• Began building websites in 1995 for Fortune 1000 company
• Started her first company in 1998
• Brings big company experience to the festival industry
HISTORY
SAFFIRE EVENTS
TEXAS STATE FOREST FESTIVAL
PALAMINO FEST
PALAMINO FEST
our goal is to elevate the festival industry by enhancing its most important virtual front door –
its online presence.
OUR AGENDA TODAY
Your to do list for when you get homePrioritize how to make your website betterStatistics to watch and what to do with the infoThe latest trends and what to do about themMaximize your mobile presenceHow to make more money with emailBest strategies for social networkingTools to market your event from at your eventSpecific 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?
WebsiteEmailFacebookTwitterFlickrYouTubePinterestBlog
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 QUICK TO FIND
Don’t have more than 5-7 links in one place.Make your information hierarchical.
SAFFIRE RECOMMENDATIONUse categories and subcategories to
organize your event information.
MAKE IT FUN
Use photos to tell your story.Give people features to click.
besides your homepage, where do people go on your website?
(do you know?)
MAKE EVENT PAGES INTERACTIVE
MAKE EVENT PAGES INTERACTIVE
MAXIMIZE SOCIAL MEDIA
Facebook or Tweet your FESTIVAL
MAXIMIZE SOCIAL MEDIA
Facebook or Tweet a festival EVENT/FEATURE
MAXIMIZE SOCIAL MEDIA
Facebook or Tweet a PHOTO of an event/feature
WHY DO ECOMMERCE?
ECOMMERCE=INSURANCE POLICY
ECOMMERCE=INCREMENTAL REVENUE
DETERMINING PRICE
80/20 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
TARGETING TRENDS
what is the fastest growing website of all time?
Pinterest 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!
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.
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.
MOBILE MARKETING
MOBILE
APP OR MOBILE SITE?
Android46%
Apple iPhone30%
BlackBerry24%
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
Mobile PURCHASE+
LOCAL Search
MOBILE WEBSITE
MULTI-SCREEN MARKETING
MULTI-SCREEN MARKETING
WHAT LEADS TO MOBILE PURCHASE?
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 recognizableUse action wordsNot too spammy50 characters or less• Turn into Tweet, with 120 characters, #
and shortened URL• Turn into Facebook, with 150
characters, graphic and no #
EMAIL ARTICLES: THE FORMULA
HeadlineImageText (short, with links)Call to action• Consider “Click here to enter now!”
MEASURE YOUR EMAILS
PER EMAILOpen rateClick-through rate (CTR)Response rate – web visits, revenue
OVER TIMEHouse file sizeChurn (percentage who leave your list)Revenue/emailCost/email
SAMPLE OPEN RATES
Varies 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 RATES
Around 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.
SOCIAL NETWORKING
WHY SOCIAL NETWORKING?
Traditional Networking 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
WHY SOCIAL NETWORKING?
Social Networking Model
ME: 1My Friends: 130 - 500+
My Friends’ Friends
250,000+
WHICH SITES DO I USE?
THE POWER OF FACEBOOK
Coca-Cola has reported that Facebook fans are 2 times as likely to consume & 10 times more likely to purchase than non-fans.
EFFECTIVE FACEBOOKING
Cover PhotoBe creative! Use this space to make big announcements, i.e., event dates and upcoming performers.
Change it daily during your event to highlight the day’s activities.
You can’t put links on your cover photo.
EFFECTIVE FACEBOOKING
Profile PictureDon’t forget your profile picture!
It will appear throughout Facebook and needs to stand alone and represent your brand.
EFFECTIVE FACEBOOKING
MilestonesFacebook’s timeline creates a history of your event.
Call out important photos and events by clicking the star on a post to expand the photo to a widescreen view. You can even pin content so it will remain the top post for 7 days.
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 TWEETS
For 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.
SAFFIRE RECOMMENDATIONWe don’t like to work on weekends either. Use:
www.hootsuite.com to schedule social media in advance
BE EFFICIENT WITH HOOTSUITE
WHAT IS THIS?
#
THE ART OF THE HASHTAG
A hashtag 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!
AN OLYMPIC EXAMPLE
Hashtags preferred by Olympics:#London2012 #Olympics #GoUSA
Hashtag used:
WHAT YOU CAN DO
POST it – relevant places on your website/blog
PRINT it – event materials, signage, scoreboards, etc.
PUBLICIZE it – Twitter feed, regularly and consistently
SAFFIRE RECOMMENDATIONIt is vital to make it easy and enticing for
your customers to find, adopt and promote hashtags.
REAL-TIME MARKETING TOOLS
REAL-TIME MARKETING TOOLS
If you have a smart phone, you can market from your event grounds.
There’s an app for that.
FLICKR (PHOTO SHARING)
YOUTUBE
WORDPRESS
SPECIFIC IDEAS
Ask questions that get people to talk about themselves in relation to
your event
GRAB THEIR ATTENTION
• 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!
MAKE PEOPLE FEEL LIKE INSIDERS
• 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.
MULTIMEDIA
• Photo contests on website and Facebook
• Caption that photo
• Funny video upload
Photos and video are naturally VIRAL and give you more event
photos!
TAGGING IN FACEBOOK
Take pictures of the crowd at concerts, post them and encourage them to tag themselves
Your photo appears in their Facebook feed!
GET PEOPLE TALKING
Show live tweets on concert side screens
Have a vote or quiz• Answer on text, app, QR code, etc.
CONTESTS WITH PUBLICITY BONUS
Have a contest for front row concert seats• Text, tweet or post on FB page NOW =
publicity
Do giveaways with charitable tie-in
Allow groups to get $ for their orgs for advance sales; host trip for winners
CONTESTS WITH PUBLICITY BONUS
Do giveaways with charitable tie-in
Allow groups to get $ for their orgs for advance sales; host trip for winners
GETTING RETWEETS
Judiciously promote big sponsors for retweet
Same with vendors and entertainers
Post thanks to people/groups; they’ll repost
BULLS EYE
• Be entered into drawing for TV.
• We’ll send you a happy hour invite and tell you where the party is.
Text SAFFIRE to 74574
BULLS EYE
Leave us your business card, and we’ll send:
• These slides
• The Editorial Calendar template
• A free subscription to The Dirt
SOURCES
http://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