1. 5 WAYS TO DRIVE ROI
Get More Data & DollarsOut Your Digital Marketing
International Association of Fairs & Expos
Annual Conference & Trade Show
December 9, 2014

2. etix.com | rockhousepartners.com
#IAFE2014
FOLLOW ALONG!
#IAFE2014
bit.ly/RockIAFE

3. etix.com | rockhousepartners.com
#IAFE2014
WHAT WAKES YOU UP IN THE MORNING?

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#IAFE2014
HERE’S WHAT WAKES US UP.

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#IAFE2014

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#IAFE2014

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#IAFE2014
WE HAVE
QUESTIONS.

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#IAFE2014
YOU HAVE
ANSWERS.

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#IAFE2014
AND YOUR TIME IS YOUR MOST VALUABLE ASSET

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#IAFE2014
5 WAYS TO
DRIVE ROI

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#IAFE2014
#1HOW DO I BUY A TICKET?

14. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010
2011
2012
2013
2014

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#IAFE2014
1. OPTIMIZATION: ORGANIC SEARCHES
50%
of website traffic comes from organic
searches

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#IAFE2014
1. OPTIMIZATION: IMPROVEWEBSITE
42%
of all fair tickets
are purchased
online

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#IAFE2014
1. OPTIMIZATION: CREATE FORMOBILE
19%
of Etix transactions occur on mobile

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#IAFE2014
#2
WHERE DO I PARK? WHAT ELSE DO I NEED?

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#IAFE2014
2. UPSELLS: PREMIUMPARKING
For 2014 Etix
performances,
parking upsells
have added
$600,000+
in incremental
revenue

20. etix.com | rockhousepartners.com
#IAFE2014
2. UPSELLS: FOOD & BEVERAGE
Food & Bev
pages can gather
20,000+ in annual website visits

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#IAFE2014
2. UPSELLS: MERCHANDISE
Upsells and
bundling can
add up to
7%
in incremental revenue

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#IAFE2014
2. UPSELLS: MORE IDEAS
DAY BEFORE EMAIL:
PARKING INFORMATION
SPECIAL OFFERS
IN-VENUE UPSELLS:
GRANDSTAND
PREMIUM SEATS
IN-VENUE MERCHANDISE

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#IAFE2014
#3
HOW MANY TICKETS DO YOU SELL PER ORDER?

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#IAFE2014
YOU DON’T KNOW JACK…

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#IAFE2014
YOU DON’T KNOW JACK…
OR JILL.

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#IAFE2014
THIS MAN IS NOT YOUR FRIEND

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#IAFE2014
3. DATABASE BUILDING: CONTESTING
The average
online ticket order:
2.7
tickets

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#IAFE2014
3. DATABASE BUILDING: EMAIL CAPTURE
2.5x
1-click forms gather more organic sign- ups than
text links

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#IAFE2014
3. DATABASE BUILDING: PRE-SALEEMAIL CAPTURE
28%
average conversion rate from emails captured pre-sale through Etix

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#IAFE2014

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#IAFE2014
#4
HOW LONG DOES YOUR EVENT REALLY LAST?

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#IAFE2014

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#IAFE2014

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#IAFE2014
4. EVENT LIFE CYCLE: WELCOME EMAIL
Open rate for
welcome emails is
4x
greater than regular promotional
emails

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#IAFE2014
4. EVENT LIFE CYCLE: PRE-SALES
Pre-sale
emails alone
account for at least
10%
of total
ticket sales

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#IAFE2014
4. EVENT LIFE CYCLE: AFTERGLOW
2x
the email opens
6x
the click rates

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#IAFE2014
THANK YOU FOR COMING!

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#IAFE2014
#5
WHAT CAN I
DO FOR MY SPONSORS?

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#IAFE2014
The average
online ticket order:
2.7
tickets
5. SPONSORSHIPS: INCREASING VALUE

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#IAFE2014
5. SPONSORSHIPS: INCREASING VALUE
One fair
client
generated
160,000+
email opens
in the last year

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#IAFE2014
WHAT CAN MY SPONSOR
DO FOR ME?

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#IAFE2014
5. SPONSORSHIPS: ACTIVATION
Activating
event partners &
sponsors can expand social reach up to
2,500%

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#IAFE2014
1.OPTIMIZEEXISTING DIGITAL CHANNELS
2.UPSELLFOR INCREMENTAL REVENUE
3.CAPTUREEMAILS TO BUILD DATABASE
4.MANAGEEVENT LIFE CYCLE
5. INCREASE SPONSORSHIP VALUE
OVERVIEW: 5 WAYS TO DRIVE ROI

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#IAFE2014
A Quick Case Study: Allegan County Fair
THE GOAL
Sell more tickets and promote awareness for grandstand concerts.
WHAT WE DID
Crafted targeted email and social content to highlight artists and engage fans.
THE RESULTS
•+65%in year-over-year grandstand concert tickets sold.
•40% increasein Facebook and Twitter followings.

45. etix.com | rockhousepartners.com
#IAFE2014
A Quick Case Study: State Fair of West Virginia
THE GOAL
Sell more tickets and capture new email addresses.
WHAT WE DID
Planned and executed periodic contest campaigns to collect emails and promote event awareness.
THE RESULTS
•1,600+total contest entries
•700+new email addresses

46. etix.com | rockhousepartners.com
#IAFE2014
Questions?
www.slideshare.net/etixworld

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#IAFE2014
GOOGLE YOURSELF (DESKTOP & MOBILE)
VIEW WEBSITE ON YOUR PHONE
BUY A TICKET ON YOUR SITE VIA MOBILE & DESKTOP
SIGN UP FOR YOUR EMAIL LIST
SET UP AN AUTOMATED WELCOME EMAIL
READ THE WELCOME EMAIL ON A MOBILE PHONE
HOW TO GET STARTED TODAY

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#IAFE2014
BONUS: DIGITAL AUDIT

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#IAFE2014
BUT WAIT.
THERE’S MORE…

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#IAFE2014
www.slideshare.net/etixworld

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#IAFE2014
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