saffire events presentation: marketing on a budget webinar
TRANSCRIPT
MARKETING ON A BUDGET
Kendra Wright & Rebekah Hardage
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
PRESENTERSKendra WrightPresident
Rebekah HardageMarketing Manager
Experience:• Received a BA in
Journalism & Public Relations from Baylor University
• Expertise in email marketing, social media, analytics, etc.
• Manages all marketing efforts for Saffire
Experience:• Began building websites
in 1995 for Fortune 1000 company
• Started her own company in 1998
• Works with clients like KEEN Footwear, Nike, Jeep, Chrysler, Dodge, Intel & more
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
HISTORY
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
SAFFIRE EVENTS
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
AGENDA
• Put your money where your customers are
• Get people there with social media • Email still drives revenue• Other ways to drive traffic• Don’t forget about mobile
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
INTERNET WINS POPULARITY CONTEST
• The amount of time people spend overall on the Internet has increased 121% over the past five years.
• In 2010, for the first time ever, Internet usage surpassed television usage.
Are you following this trend?Do you think your customers are?
Source: http://bits.blogs.nytimes.com
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
DOES YOUR MARKETING ADD UP?
Rodeo Houston does a lot of market research, and recently, they asked how
people heard about their event. The results:
6% - Newspaper & print ads9% - Radio 10% - TV46% - WEBSITE
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
HOW GOOD DOES MY SITE NEED TO BE?
User expectations are set by
their aggregate experience from around the web.
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
KENDRA’S LAW
Your customers spend the majority of their time on
sites other than your event website.
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
CHECK OUT SPORTS SCORES
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
SEE A MOVIE
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
BUY A BOOK
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
MEASURING YOUR SITE
Fair A Fair B Sports Site Activity Site Retail Site YOUR FAIR0
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Series1
?
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
SIMPLE, WELL-ORGANIZED HOMEPAGE
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
SALES STRATEGIES
• Sell online with advance discount• Allow groups to get $ for their orgs
for advance sales; host trip for winners
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
WHAT IF YOUR SITE IS HARD TO MAINTAIN?
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
SETTING UP WORDPRESS
• Sign up for an account from your desktop
• “Skin” it to match your website (or it can be your website!)
• Use it for longer articles or more pictures, linked from Facebook, Twitter, etc.
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
UPDATING WORDPRESS
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
MAKE SITE CONTENT EASY TO SHARE
• Put Facebook and Twitter logos on your homepage (at least)
• If you can, allow people to Facebook or tweet individual events
• If you can, allow people to upload photos and/or videos– They tend to be very viral– You get great photos!
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
What to FB Post/Tweet• Where's the personality? • Where's the fun? • Where's the discovery? • Where's the surprise? • Where's the feel good? • Where's the inspiration? • Where's the meaning? • Where's the value? • Where's the humanity? • Why would anyone want to integrate your event into
their daily life?
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
MAKE YOUR CUSTOMERS INSIDERS
• Let them be the first to know– Concert line-up– New event features
• Behind the scenes– Interview people behind the event– Backstage – contest for guest reporter?
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
GIVE ‘EM SOMETHING TO TALK ABOUT
• Consider funny– Think about what you share to determine
what your customer will– Tweets from mascot, etc.
• Ask questions that get them to talk about themselves in relation to your event– Favorite fair food– Favorite memory
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
CONTESTS, VOTES & QUIZES
• Have a contest for front row concert seats– Text, tweet or post on FB page NOW =
publicity• Do giveaways with charitable tie-in• Have a vote or quiz– Answer on mobile site, text, app, QR code,
etc.– Free market research!
• Behold the power of a t-shirt!
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
IDEAS FOR CONCERTS
• Show live tweets on concert side screens
• Take pictures of crowd at concerts, post them and encourage them to tag themselves
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
SHARING FOR THE RETWEET/REPOST
• Judiciously promote big sponsors for retweet
• Same with vendors and entertainers• Post thanks to people/groups; they’ll
repost
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
UPDATING FACEBOOK
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
UPDATING TWITTER
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
UPDATING YOUTUBE (VIDEO SHARING)
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
UPDATING FLICKR (PHOTO SHARING)
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
PINTEREST (NEW SOCIAL PHOTO SHARING)
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
BE EFFICIENT WITH HOOTSUITE
HootSuite manages: • Facebook• Twitter• Wordpress blog• Foursquare
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
WHAT’S MOST IMPORTANT?
• 800M Facebook users (as of Dec ‘11)– 36M “likes” for Coca-Cola #1 brand
• 100M+ Twitter users– 18M followers of Lady Gaga - #1
• 131M viewed YouTube in Nov ‘11 alone– 48M Volkswagen “The Force” on YouTube– Rebecca Black’s “Friday” - #1
• 62M Google+ (but early adopter advantage)• 15M Foursquare (but great demo for fairs!)
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
IS EMAIL DEAD?
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
GETTING THE MOST EMAIL SIGNUPS
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
HOW TO EMAIL
• Tools are inexpensive – Check out Constant Contact, Mail Chimp, My Emma
• Set up your website so emails go to your email sending tool directly
• Send out short emails more frequently• Schedule them ahead of time!• Try different days, but Friday mid-morning
might be your best bet
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
GET LINKS TO YOUR SITE
• Professional organizations– Chamber of Commerce / CVB– IAFE and state organization
• Local sites– Newspaper, radio stations, etc.–Websites with local info and events
• Sponsors• Fairs Everywhere
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
FREE MARKETING–FAIRS EVERYWHERE
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
WHAT OVERTAKES DESKTOP IN 2014?
Source: Morgan Stanley Research
Software for Events. Your Event. Online.
www.saffireevents.com
3/27/2012 © 2012 – Saffire Events
THANK YOU!
• Do you have ideas to share?• Free subscription to our newsletter,
The Dirt• Next webinars– April 10 – Increase Event Revenue with
Better Online Marketing (Saffire demo)– April 17 – Latest Trends in Online
Marketing