Etix and Rockhouse Partners WFA 2015 presentation - 5 Steps for Great Online Advertising

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Online advertising can help you sell more tickets and make your events more profitable. Here's five quick steps to getting started.

Marketing

5 Steps for Great
Online Advertising
Western Fairs Association
Convention & Trade Show
January 14, 2015

etix.com | rockhousepartners.com#WFAElevate15
Follow along online:
http://bit.ly/WFA2015Ads

etix.com | rockhousepartners.com#WFAElevate15

etix.com | rockhousepartners.com#WFAElevate15
Three Types of Media:
Owned
Earned
Paid

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ONLINE ADS:
THE BASICS

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WHY SPEND
ONLINE?

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WHY SPEND ONLINE? TARGETED AUDIENCES

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42%
of all fair tickets
are purchased
online
WHY SPEND ONLINE? BETTER ROI

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MARKET TRENDS

etix.com | rockhousepartners.com#WFAElevate15
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

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MARKET TRENDS: RELEVANCY

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MARKET TRENDS: RETARGETING

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WHAT WORKS?

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WHAT DOESN’T WORK?

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5 Steps for Great
Online Advertising

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1. SET GOALS, PLAN, GET DIGITAL IN LINE
OVERVIEW: 5 STEPS

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FIRST THINGS FIRST
SET GOALS
SET YOUR BUDGET
BUILD A PLAN
GET DIGITAL IN LINE

etix.com | rockhousepartners.com#WFAElevate15
42%
of all fair tickets
are purchased
online
#1. FIRST THINGS FIRST: GET DIGITAL IN LINE

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#1. FIRST THINGS FIRST: GET DIGITAL IN LINE
One fair
client
generated
160,000+
email opens
in the last year

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SO YOU’RE GOING
TO BUILD AN ONLINE
AD CAMPAIGN

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BUT WAIT!
WHAT CAN YOU DO FOR FREE?

etix.com | rockhousepartners.com#WFAElevate15
1. SET GOALS, PLAN, GET DIGITAL IN LINE
2. ASK: WHAT CAN YOU DO FOR FREE?
OVERVIEW: 5 STEPS

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#2. SCOUR INVENTORY: PARTNERS, SPONSORS, VENDORS
Activating
event partners &
sponsors can
expand social reach
up to
2,500%

etix.com | rockhousepartners.com#WFAElevate15
1. SET GOALS, PLAN, GET DIGITAL IN LINE
2. ASK: WHAT CAN YOU DO FOR FREE?
3. ENLIST HELP
OVERVIEW: 5 STEPS

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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.

etix.com | rockhousepartners.com#WFAElevate15
WOULD YOU SPEND
10% TO MAKE
30 to 50% MORE?

etix.com | rockhousepartners.com#WFAElevate15
1. SET GOALS, PLAN, GET DIGITAL IN LINE
2. ASK: WHAT CAN YOU DO FOR FREE?
3. ENLIST HELP
4. PICK A PLATFORM
OVERVIEW: 5 STEPS

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#4. PICK A PLATFORM: SOCIAL MEDIA

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#4. PICK A PLATFORM: DIRECT DISPLAY

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#4. PICK A PLATFORM: RETARGETING
“90%
of consumers start a
task on one device and
finish it on another.”
- VP of Display Ads,
Google

etix.com | rockhousepartners.com#WFAElevate15
1. SET GOALS, PLAN, GET DIGITAL IN LINE
2. ASK: WHAT CAN YOU DO FOR FREE?
3. ENLIST HELP
4. PICK A PLATFORM
5. MEASURE & OPTIMIZE
OVERVIEW: 5 STEPS

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MEASURE AND
OPTIMIZE

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#5. MEASURE AND OPTIMIZE

etix.com | rockhousepartners.com#WFAElevate15
A Quick Case Study: Summer Ends Music Festival
THE GOAL
Sell more tickets and promote
awareness for the 1st-year
festival.
WHAT WE DID
Tracked 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

etix.com | rockhousepartners.com#WFAElevate15
A Quick Case Study: X Games Austin
THE GOAL
Help Circuit of the Americas and
the city of Austin win the bid for
the Summer X Games.
WHAT WE DID
Planned 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

etix.com | rockhousepartners.com#WFAElevate15
A Quick Case Study: Delaware State Fair
THE GOAL
Start online advertising buys to promote concert ticket
sales.
WHAT WE DID
Planned and executed a social content strategy,
including paid Facebook promotions.
THE RESULTS…

etix.com | rockhousepartners.com#WFAElevate15
Quick Case Study: MIAMI-DADE COUNTY FAIR
THE GOAL
Improve social reach with an eye towards Ticket sales &
Schedule.
WHAT WE DID
Planned and executed a social content strategy, including
paid Facebook promotions.
THE RESULTS
• Increased revenue from social by 1600% YOY.

etix.com | rockhousepartners.com#WFAElevate15
Quick Case Study: MIAMI-DADE COUNTY FAIR

etix.com | rockhousepartners.com#WFAElevate15
Questions?
www.slideshare.net/etixworld

etix.com | rockhousepartners.com#WFAElevate15
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

etix.com | rockhousepartners.com#WFAElevate15
www.slideshare.net/etixworld

etix.com | rockhousepartners.com#WFAElevate15
JOE KUSTELSKI
joe.kustelski@etix.com
615-772-6196
@rhpartners
NEXT STEPS? CASE STUDIES? LET’S TALK!
AMANDA SEVERS
amanda@rockhousepartners.com
434-953-8668
www.slideshare.net/etixworld
@etix_world

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Etix and Rockhouse Partners WFA 2015 presentation - 5 Steps for Great Online Advertising

1. 5 Steps for Great Online Advertising Western Fairs Association Convention & Trade Show January 14, 2015

2. etix.com | rockhousepartners.com#WFAElevate15 Follow along online: http://bit.ly/WFA2015Ads

3. etix.com | rockhousepartners.com#WFAElevate15

4. etix.com | rockhousepartners.com#WFAElevate15

5. etix.com | rockhousepartners.com#WFAElevate15 Three Types of Media: Owned Earned Paid

6. etix.com | rockhousepartners.com#WFAElevate15 ONLINE ADS: THE BASICS

7. etix.com | rockhousepartners.com#WFAElevate15 WHY SPEND ONLINE?

8. etix.com | rockhousepartners.com#WFAElevate15 WHY SPEND ONLINE? TARGETED AUDIENCES

9. etix.com | rockhousepartners.com#WFAElevate15

10. etix.com | rockhousepartners.com#WFAElevate15 42% of all fair tickets are purchased online WHY SPEND ONLINE? BETTER ROI

11. etix.com | rockhousepartners.com#WFAElevate15 MARKET TRENDS

12. etix.com | rockhousepartners.com#WFAElevate15

13. etix.com | rockhousepartners.com#WFAElevate15 MARKET TRENDS

14. etix.com | rockhousepartners.com#WFAElevate15

15. etix.com | rockhousepartners.com#WFAElevate15 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

16. etix.com | rockhousepartners.com#WFAElevate15 MARKET TRENDS: RELEVANCY

17. etix.com | rockhousepartners.com#WFAElevate15 MARKET TRENDS: RETARGETING

18. etix.com | rockhousepartners.com#WFAElevate15 WHAT WORKS?

19. etix.com | rockhousepartners.com#WFAElevate15 WHAT DOESN’T WORK?

20. etix.com | rockhousepartners.com#WFAElevate15

21. etix.com | rockhousepartners.com#WFAElevate15 5 Steps for Great Online Advertising

22. etix.com | rockhousepartners.com#WFAElevate15 1. SET GOALS, PLAN, GET DIGITAL IN LINE OVERVIEW: 5 STEPS

23. etix.com | rockhousepartners.com#WFAElevate15 FIRST THINGS FIRST SET GOALS SET YOUR BUDGET BUILD A PLAN GET DIGITAL IN LINE

24. etix.com | rockhousepartners.com#WFAElevate15 42% of all fair tickets are purchased online #1. FIRST THINGS FIRST: GET DIGITAL IN LINE

25. etix.com | rockhousepartners.com#WFAElevate15 #1. FIRST THINGS FIRST: GET DIGITAL IN LINE One fair client generated 160,000+ email opens in the last year

26. etix.com | rockhousepartners.com#WFAElevate15 SO YOU’RE GOING TO BUILD AN ONLINE AD CAMPAIGN

27. etix.com | rockhousepartners.com#WFAElevate15 BUT WAIT! WHAT CAN YOU DO FOR FREE?

28. etix.com | rockhousepartners.com#WFAElevate15 1. SET GOALS, PLAN, GET DIGITAL IN LINE 2. ASK: WHAT CAN YOU DO FOR FREE? OVERVIEW: 5 STEPS

29. etix.com | rockhousepartners.com#WFAElevate15 Three Types of Media: Owned Earned Paid

30. etix.com | rockhousepartners.com#WFAElevate15 #2. SCOUR INVENTORY: PARTNERS, SPONSORS, VENDORS Activating event partners & sponsors can expand social reach up to 2,500%

31. etix.com | rockhousepartners.com#WFAElevate15 1. SET GOALS, PLAN, GET DIGITAL IN LINE 2. ASK: WHAT CAN YOU DO FOR FREE? 3. ENLIST HELP OVERVIEW: 5 STEPS

32. etix.com | rockhousepartners.com#WFAElevate15 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.

33. etix.com | rockhousepartners.com#WFAElevate15 WOULD YOU SPEND 10% TO MAKE 30 to 50% MORE?

34. etix.com | rockhousepartners.com#WFAElevate15 1. SET GOALS, PLAN, GET DIGITAL IN LINE 2. ASK: WHAT CAN YOU DO FOR FREE? 3. ENLIST HELP 4. PICK A PLATFORM OVERVIEW: 5 STEPS

35. etix.com | rockhousepartners.com#WFAElevate15 #4. PICK A PLATFORM: SOCIAL MEDIA

36. etix.com | rockhousepartners.com#WFAElevate15 #4. PICK A PLATFORM: DIRECT DISPLAY

37. etix.com | rockhousepartners.com#WFAElevate15 #4. PICK A PLATFORM: RETARGETING “90% of consumers start a task on one device and finish it on another.” - VP of Display Ads, Google

38. etix.com | rockhousepartners.com#WFAElevate15 1. SET GOALS, PLAN, GET DIGITAL IN LINE 2. ASK: WHAT CAN YOU DO FOR FREE? 3. ENLIST HELP 4. PICK A PLATFORM 5. MEASURE & OPTIMIZE OVERVIEW: 5 STEPS

39. etix.com | rockhousepartners.com#WFAElevate15 MEASURE AND OPTIMIZE

40. etix.com | rockhousepartners.com#WFAElevate15 #5. MEASURE AND OPTIMIZE

41. etix.com | rockhousepartners.com#WFAElevate15

42. etix.com | rockhousepartners.com#WFAElevate15 A Quick Case Study: Summer Ends Music Festival THE GOAL Sell more tickets and promote awareness for the 1st-year festival. WHAT WE DID Tracked 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

43. etix.com | rockhousepartners.com#WFAElevate15 A Quick Case Study: X Games Austin THE GOAL Help Circuit of the Americas and the city of Austin win the bid for the Summer X Games. WHAT WE DID Planned 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

44. etix.com | rockhousepartners.com#WFAElevate15 A Quick Case Study: Delaware State Fair THE GOAL Start online advertising buys to promote concert ticket sales. WHAT WE DID Planned and executed a social content strategy, including paid Facebook promotions. THE RESULTS…

45. etix.com | rockhousepartners.com#WFAElevate15

46. etix.com | rockhousepartners.com#WFAElevate15 Better CTR, but… Underperformed Facebook Ad ROI Received more focus and fine-tuning. How do we value brand impressions?

47. etix.com | rockhousepartners.com#WFAElevate15 Quick Case Study: MIAMI-DADE COUNTY FAIR THE GOAL Improve social reach with an eye towards Ticket sales & Schedule. WHAT WE DID Planned and executed a social content strategy, including paid Facebook promotions. THE RESULTS • Increased revenue from social by 1600% YOY.

48. etix.com | rockhousepartners.com#WFAElevate15 Quick Case Study: MIAMI-DADE COUNTY FAIR

49. etix.com | rockhousepartners.com#WFAElevate15 Quick Case Study: MIAMI-DADE COUNTY FAIR

50. etix.com | rockhousepartners.com#WFAElevate15

51. etix.com | rockhousepartners.com#WFAElevate15 Questions? www.slideshare.net/etixworld

52. etix.com | rockhousepartners.com#WFAElevate15 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

53. etix.com | rockhousepartners.com#WFAElevate15 www.slideshare.net/etixworld

54. etix.com | rockhousepartners.com#WFAElevate15 JOE KUSTELSKI joe.kustelski@etix.com 615-772-6196 @rhpartners NEXT STEPS? CASE STUDIES? LET’S TALK! AMANDA SEVERS amanda@rockhousepartners.com 434-953-8668 www.slideshare.net/etixworld @etix_world

Etix and Rockhouse Partners WFA 2015 presentation - 5 Steps for Great Online Advertising

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Etix and Rockhouse Partners WFA 2015 presentation - 5 Steps for Great Online Advertising