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.

1. INCREASING BUCKS & BUTTS:
REAL-TIME, ONLINE MARKETING
KENDRA WRIGHT
&
CASSIE ROBERTS

2. 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!

3. 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?

4. RODEO HOUSTON STATISTICS
“How did you hear about the event?”
Newspaper – 2%
Rodeo Advertising – 4%
Radio – 9%
TV – 10%
Website – 46%

5. INTERNET WINS POPULARITY
CONTEST

6. A STEP FURTHER
Source: Morgan Stanley Research

7. ARE YOU FOLLOWING THESE TRENDS?
ARE YOUR CUSTOMERS?

8. PRESENTERS
Kendra Wright Cassie Roberts
President Manager, Sales & Partnership
• Began building • Received BS Public
websites in 1995 for Relations, & Masters
Fortune 1000 company Sport Management, The
• Started her first University of Texas
company in 1998 • Born in Central City, NE
• Brings big company • United States Olympic
experience to the Committee
festival industry
• Rodeo Austin

9. HISTORY

10. SAFFIRE EVENTS

11. TEXAS STATE FOREST FESTIVAL

12. PALAMINO FEST

13. PALAMINO FEST

15. our goal is to elevate the festival industry by
enhancing its most important virtual front
door –
its online presence.

16. OUR AGENDA TODAY
Your to do list for when you get home
Prioritize how to make your website better
Statistics to watch and what to do with the info
The latest trends and what to do about them
Maximize your mobile presence
How to make more money with email
Best strategies for social networking
Tools to market your event from at your event
Specific online marketing ideas

17. MAKE A GAME PLAN

18. WHAT WILL YOU SAY?
1. determine your
target audiences

19. WHAT WILL YOU SAY?
2. get your team together -
make sure to include all audiences

20. WHAT WILL YOU SAY?
3. brainstorm all the reasons people come
to your event

21. WHAT WILL YOU SAY?
4. come up with topics
for all these reasons

22. 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

23. WHERE WILL YOU SAY IT?
Website
Email
Facebook
Twitter
Flickr
YouTube
Pinterest
Blog

24. CREATE AN EDITORIAL CALENDAR

25. YOUR WEBSITE

26. HOW DO YOU MANAGE YOUR SITE?

27. YOUR WEB GUY

28. YOUR WEB GUY

29. YOUR WEB GUY

30. THE GOAL
you must be able to
market your event on your website in real
time

31. THE REALITY
98% of anonymous online prospects enter a
website
looking for something,
yet still leave anonymous

32. MAKE INFO QUICK TO FIND
Don’t have more than 5-7 links in one place.
Make your information hierarchical.
Use categories and subcategories to
organize your event information.

33. MAKE IT FUN
Use photos to tell your story.
Give people features to click.

34. besides your homepage, where do people
go on your website?
(do you know?)

35. MAKE EVENT PAGES INTERACTIVE

36. MAKE EVENT PAGES INTERACTIVE

37. MAXIMIZE SOCIAL MEDIA
Facebook or Tweet your FESTIVAL

38. MAXIMIZE SOCIAL MEDIA
Facebook or Tweet a festival
EVENT/FEATURE

39. MAXIMIZE SOCIAL MEDIA
Facebook or Tweet a PHOTO of an
event/feature

40. WHY DO ECOMMERCE?

41. ECOMMERCE=INSURANCE POLICY

42. ECOMMERCE=INCREMENTAL
REVENUE

43. 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

44. 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.

45. ANALYTICS

46. GOOGLE ANALYTICS

47. 4 IMPORTANT THINGS TO WATCH
• Low visits?
site Improve SEO or
online marketing
visits of your site

48. 4 IMPORTANT THINGS TO WATCH
bounce • High bounce rate?
Improve your
rate homepage

49. 4 IMPORTANT THINGS TO WATCH
actions/ • Not enough action?
Make your website
conversion more compelling
rate (good rate: 2%)

50. 4 IMPORTANT THINGS TO WATCH
time • Low time? Add
interactivity and
on site other “stickiness”

51. TARGETING TRENDS

52. what is the fastest growing website of all
time?

53. PINTEREST
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!

54. PINTEREST

55. PINTEREST

56. 50% of all web content is…

57. YOUTUBE
Customers exposed to videos are 437%
more likely to engage in your brand.
• Engagement = Purchases
Make your videos raw and not too produced to
help customers identify with your brand.

58. TEXT MARKETING
Your customers are texting.
Consider joining the conversation.
Judiciously text deals and special
announcements.
Start offering people the opportunity to sign up for text,
even if you don’t know what you’ll do with them.

59. MOBILE MARKETING

60. MOBILE

61. APP OR MOBILE SITE?
0%
BlackBerry
24%
Android
46%
Apple
iPhone
30%

62. APP OR MOBILE SITE?

63. 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.

64. THE PERFECT STORM

65. MULTI-SCREEN MARKETING

66. MULTI-SCREEN MARKETING

67. WHAT LEADS TO MOBILE
PURCHASE?

68. EMAIL MARKETING

69. TARGET EMAILS FOR MOBILE
email opens on smartphones and tablets
have increased 80% over the last six
months

70. 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

71. WHO WILL YOU SAY IT TO?
If you’re starting from scratch, GET GOING!
• Outlook contacts
• Volunteers
• Sponsors
• Vendors
• Performers
• Past purchasers
• Etc.

72. EMAIL SIGNUPS ON EVERY PAGE

73. What will we say?

74. WHAT WILL WE SAY?

75. CONSIDER A PYRAMID
one main
story
TEST
AGAINST
EACH OTHER
two smaller two smaller
features features

76. WHAT WILL WE SAY?
don’t tell the whole story.
goal: CLICKS!

77. good content links to CLICKS, but a good
subject line (sent at right time) leads to
OPENS

78. WHAT MAKES A GOOD SUBJECT
LINE?
Include something recognizable
Use action words
Not too spammy
50 characters or less
• Turn into Tweet, with 120 characters, # and
shortened URL
• Turn into Facebook, with 150
characters, graphic and no #

79. EMAIL ARTICLES: THE FORMULA
Headline
Image
Text (short, with links)
Call to action
• Consider “Click here to enter now!”

80. MEASURE YOUR EMAILS
PER EMAIL
Open rate
Click-through rate (CTR)
Response rate – web visits, revenue
OVER TIME
House file size
Churn (percentage who leave your list)
Revenue/email
Cost/email

81. 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)

82. 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.

83. SOCIAL NETWORKING

84. WHY SOCIAL NETWORKING?
Traditional Networking Model
Local Radio Ad:
5,000 people/
Local TV Ad commercial
Campaign: 200,000
people/commercial
Print: Varies
based on
Send
*Based on midsized market

85. WHY SOCIAL NETWORKING?
Social Networking Model
ME: 1 My Friends’
My Friends:
130 - 500+ Friends
250,000+

86. WHICH SITES DO I USE?

87. 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.

88. EFFECTIVE FACEBOOKING
Cover Photo
Be 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.

89. EFFECTIVE FACEBOOKING
Profile Picture
Don’t forget your profile picture!
It will appear throughout Facebook and needs
to stand alone and represent your brand.

90. EFFECTIVE FACEBOOKING
Milestones
Facebook’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.

91. WHY TWEET?
17% of the top 1,000
search terms on Twitter
alternate hourly.

92. 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.

93. 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.
We don’t like to work on weekends either. Use:
www.hootsuite.com to schedule social media in advance

94. BE EFFICIENT WITH HOOTSUITE

95. WHAT IS THIS?
#

96. 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.

97. ENSURE ADOPTION OF A HASHTAG
Sorry!
You can't!

98. AN OLYMPIC EXAMPLE
Hashtags preferred by Olympics:
#London2012 #Olympics #GoUSA
Hashtag used:

99. 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
It is vital to make it easy and enticing for
your customers to find, adopt and promote hashtags.

100. REAL-TIME MARKETING TOOLS

101. REAL-TIME MARKETING TOOLS
If you have a smart phone,
you can market from
your event grounds.
There’s an app for that.

102. FACEBOOK

103. TWITTER

104. FLICKR (PHOTO SHARING)

105. YOUTUBE

106. PINTEREST

107. WORDPRESS

108. SPECIFIC IDEAS
Ask questions that get people
to talk about themselves in relation to your
event

109. 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!

110. 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.

111. 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!

112. 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!

113. GET PEOPLE TALKING
Show live tweets on concert side screens
Have a vote or quiz
• Answer on text, app, QR code, etc.

114. 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

115. CONTESTS WITH PUBLICITY BONUS
Do giveaways with charitable tie-in
Allow groups to get $ for their orgs for
advance sales; host trip for winners

116. GETTING RETWEETS
Judiciously promote big sponsors for retweet
Same with vendors and entertainers
Post thanks to people/groups; they’ll repost

117. 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

118. BULLS EYE
Leave us your business card, and we’ll
send:
• These slides
• The Editorial Calendar template
• A free subscription to The Dirt

119. 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