Increasing Bucks & Butts: Grow Revenue & Attendance with Saffire Events - IAFE 2013
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The quickest and most economical way for you to reach your event’s target audiences is online. Join the team from Saffire Events as they cover all aspects of making your event more successful through online marketing. We’ll tell you about the latest trends and show you how to improve your website, manage your content, integrate mobile, make money with email and texting, maximize social networking and market your event from your fairgrounds. You’ll leave with a 5-Step Action Plan for taking your online efforts to the next level!
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Increasing Bucks & Butts: Grow Revenue & Attendance with Saffire Events - IAFE 2013
- 1. INCREASING BUCKS & BUTTS: GROWING REVENUE & ATTENDANCE WITH SAFFIRE EVENTS KENDRA WRIGHT PRESIDENT, SAFFIRE EVENTS
- 2. SIT BACK AND RELAX. Give us your business card for: • Slides from this presentation • Subscription to The Dirt (free marketing info) • An entry to win a flat screen TV • A free button Wear your button to booth #1122 for: • Another TV entry • A free, limited-edition boot koozie
- 4. AGENDA • Improve your website • Manage your content • Integrate mobile • Making money from email • Maximize social networking • Latest trends • 5-Step Action Plan (future webinar)
- 5. CAN WE TALK? • Loves your event • Connection to your event • Does lots of local websites • “Brung ya”
- 6. PRESENTER KENDRA WRIGHT President, Saffire Events • First job – Event manager for non-profit • Began working at Fortune 1000 company in 1995 o Accidentally started building websites • Started own company in 1998 o One woman show
- 7. I WAS…
- 8. LEADERSHIP AARON PEDERSON JEREMY Technical Director EMERSON • Leads a team of highly- Creative Director • A classically-trained artist skilled programmers with 16 years experience • Finds the perfect technology in online design for the job • Makes everything we do • A different breed of techie – look beautiful speaks English! • Not a prima donna
- 9. THINGS GOT COMPLICATED Email Newsletter
- 10. TEAM Chris Lugar Adam Dispenza Jonathan Hope Senior Software QA Specialist Software Engineer Engineer Jessica Bybee- Cassie Roberts Kelly Ginest Dziedzic Manager of Sales & Manager, Marketing Senior Account Partnership Communications Manager Daniel Bunn Chris Howard Brandi Reilly Software Engineer Front End Developer Manager, Marketing & Customer Service
- 12. WE LOVE THIS INDUSTRY!
- 13. WHY DO I LOVE THE FAIR?
- 15. PALAMINO FEST
- 19. OUR CONNECTION TO INDUSTRY
- 20. WFA
- 23. NEW FE HOMEPAGE
- 24. FAIRS EVERYWHERE
- 25. FAIRS EVERYWHERE
- 26. FAIRS EVERYWHERE
- 27. FAIRS EVERYWHERE BOOTH #1120 Stop by to add your fair FREE!
- 28. YOUR WEBSITE
- 29. WHAT’S NOT COOL It’s a medium we aren’t 100% comfortable with We don’t know where to start Things are changing so fast… Our website looked good a couple years ago!
- 30. WHAT’S COOL If done well, your website is your biggest marketing bang for buck It’s the “landing strip” for all other marketing It’s your virtual front door
- 31. RODEO HOUSTON STATISTICS “How did you hear about this event?” Newspaper – 2% Rodeo Advertising – 4% Radio – 9% TV – 10% Website – 46%
- 32. INTERNET WINS POPULARITY CONTEST
- 33. TRADITIONAL ADVERTISING 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
- 34. ONLINE MODEL ME: 1 My Friends’ My Friends: 130 - 500+ Friends 250,000+
- 35. OUR GOAL Your customers take ACTION on your website
- 36. WHY? You have one shot.
- 37. CUSTOMERS MUST Interact on your site
- 38. CUSTOMERS MUST Sign up for email
- 39. CUSTOMERS MUST Share it with someone
- 40. CUSTOMERS MUST Follow you on social media
- 41. CUSTOMERS MUST Buy something
- 46. MAKE IT QUICK TO FIND
- 47. MAKE IT FUN Use photos to tell your story. Give people features to click.
- 49. Besides your homepage, where do people go on your website? (do you know?)
- 50. MAKE EVENT SCHEDULE INTERACTIVE
- 51. MAKE EVENT SCHEDULE INTERACTIVE
- 53. LOTS OF SPONSOR LOVE
- 54. MAKE IT EASY TO FIND
- 55. MAKE IT EASY TO CONNECT
- 56. MAKE IT EASY TO CONNECT
- 57. MAKE IT EASY TO CONNECT
- 58. MAKE IT EASY TO GET INVOLVED FORMS
- 59. MAKE IT EASY TO GET INVOLVED FORMS
- 60. MAKE IT EASY TO GET INVOLVED FORMS
- 61. MAKE IT EASY TO BUY
- 63. SEE??
- 64. HOW DO YOU MANAGE CONTENT?
- 66. THE GOAL To be the most successful (and maintain your sanity)… You must be able to manage your website yourself, in REAL TIME.
- 72. ADD SPONSORS
- 73. ADD UNLIMITED NEW PAGES
- 74. ADD UNLIMITED WEB FORMS
- 75. SCHEDULE THINGS AHEAD Your homepage can look new each day of your event… WITHOUT YOU TOUCHING IT!
- 76. DOES YOUR GUY DO THAT?
- 77. MOBILE MARKETING
- 78. THE WRITING’S ON THE WALL Source: Morgan Stanley Research
- 79. MOBILE
- 80. ONE DATA SOURCE
- 82. 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.
- 84. WHAT TO MAKE MOBILE EVERYTHING!
- 85. REALLY OLD DAYS We marketed to people on their sofas.
- 86. FAIRLY OLD DAYS We had to rely on “sofa inertia!”
- 87. NOW
- 89. DOES YOUR GUY DO THAT?
- 90. EMAIL MARKETING
- 91. WHAT’S NOT COOL One of the oldest online marketing tactics
- 92. WHAT’S COOL 67% of global marketers rated email the most successful digital marketing tactic. Source: CMO Council, May 2012
- 94. COMPELLING REASONS TO EMAIL The days events email are often their top revenue days (even above social media). Email gives some of the fastest results, often within 24 hours. Email is the most cost-effective marketing tool.
- 95. SAFFIREMAIL
- 96. SAFFIREMAIL
- 97. SAFFIREMAIL
- 98. SAFFIREMAIL
- 99. DOES YOUR GUY DO THAT?
- 100. SOCIAL MEDIA
- 101. FACEBOOK Your #1 social networking priority Over a billion monthly active users • Recent changes - Business Pages • Inactive users won’t see content as much • Only 10-20% will see content • Only 1% will interact Pay attention to your website & email!
- 102. GET INTO THE FEED: LIKING
- 103. GETTING INTO THE FEED: TAGGING Take pictures of the crowd at concerts, post them and encourage them to tag themselves Your photo appears in their Facebook feed!
- 104. SAFFIRE GIVES YOU COVER PHOTO
- 105. TWITTER Your 2nd priority for social media 530 million accounts 340 million tweets a day 1 million accounts added to Twitter every day
- 107. What is the fastest growing website of all time?
- 108. PINTEREST 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! Not your highest priority, but it’s fun!
- 109. PINTEREST
- 110. 50% of all web content is…
- 111. YOUTUBE 3rd in your social media priorities 4 billion videos/day viewed 800 million unique users visit YouTube each month 44% of YouTube’s users are aged between 12 and 34
- 112. 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.
- 113. SAFFIRE INTEGRATES PINTEREST & YOUTUBE
- 114. DOES YOUR GUY DO THAT?
- 115. OTHER TRENDS
- 116. 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.
- 117. SAFFIRETEXT
- 118. DOES YOUR GUY DO THAT?
- 119. FINAL THOUGHTS
- 120. REVIEW • Improve your website • Manage your content • Integrate mobile • Making money from email • Maximize social networking • Latest trends
- 121. SAFFIRE IS… One platform One industry One community
- 122. ONGOING NEW FEATURES
- 123. ONGOING EDUCATION • Social networking • Email marketing • Increasing advance revenue • Google analytics • Creating an Editorial Calendar • Many more!
- 124. ONGOING HELP
- 125. ONGOING HELP
- 126. YOUR GUY CAN’T DO THIS.
- 127. SHOW SPECIAL Sign up for Saffire within 90 days for 10% off initial fees First time ever!
- 128. FINAL THOUGHTS Come by our Hollywood Happy Hour from 5:30-7 pm tonight in Suite 3298. Leave us your business card. Grab a button!
- 129. OF COURSE….
- 130. Thank You!
Notas del editor
- We are going to give you lots of great info today you’ll be able to use to immediately increase revenue for your event. But you don’t need to take notes. Just come up afterwards and give us your business card, and we’ll send you a link to the slides right after the conference.
- Think about how your current website. How did it come to fruition? How does it work for you? I’m betting you have a guy. He loves your fair. He might even be a relative of someone on your board. He may do websites all over town.
- Saffire Events was founded by Kendra Wright, who has been building websites since 1995, when the internet began.In 2000, she joined forces with Aaron Pederson, Saffire Events’ technical director, and Jeremy Emerson, Saffire Events’ creative director.
- Saffire Events was founded by Kendra Wright, who has been building websites since 1995, when the internet began.In 2000, she joined forces with Aaron Pederson, Saffire Events’ technical director, and Jeremy Emerson, Saffire Events’ creative director.
- Whew. So that’s a lot. We’ve talked about (list all prior topics). I know you’re busy. But these are the things that we know, from everything we have learned about doing websites for lots of clients in lots of industry, that will make your life so much better, because your event that you work so hard on will be so much more successful.
- Since then, we’ve added almost a dozen more people, all to try and keep up with the ever-raising bar of online expectations.MORE THAN A SINGLE “GUY” COULD EVER PROVIDE
- Besides their work in the event industry, their team does work for large consumer companies in a lot of industries. This gives a breadth of experience that they bring to marketing events online.
- We are so proud that we have 42 events using Saffire now.Not listed: Reno, Redding NW, Washington, Sikeston
- And we’re even more proud to have partnerships with so many
- Five years ago, most of us probably felt like we were spending a ton of time online. But internet usage has more than DOUBLED since then! 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.Even if we’re not personally following this trend, our customers are, and they are the ones we most need to reach in order to grow.Are we following this trend?Do we think our customers are?
- -Graphic from Mashable.com
- The reality is that 98% will come looking for something and yet leave anonymous. We don’t want that to happen.
- Selling advanced tickets to your event is like an insurance policy against all these things. Things happen. People get busy. They use up all the money from their current paycheck. But if they have a ticket to your event, they will probably come. But not all of them will. People will spend incremental revenue.And because redemption won’t be 100%, you can even afford to discount tickets and/or offer free shipping off the gate price, and still make more than you would have.
- Selling advanced tickets to your event is like an insurance policy against all these things. Things happen. People get busy. They use up all the money from their current paycheck. But if they have a ticket to your event, they will probably come. But not all of them will. People will spend incremental revenue.And because redemption won’t be 100%, you can even afford to discount tickets and/or offer free shipping off the gate price, and still make more than you would have.
- We take lots of time to develop the visual brand, because it is the first thing people will notice.
- Don’t overwhelm with navigational choices, or people will leave your site.Make your information hierarchical; Help them KNOW where to go.
- Lots of photos, things for people to click
- Facebook or Tweet your ENTIRE EVENT
- Facebook or Tweet an EVENT FEATURE
- Facebook or Tweet a PHOTO of an event feature#1 we all know nothing sells an event like photos. Photos are also an EXTREMELY personal way to share an event, especially if the photo is of them. This is one of the great things about localized eventsAbout half of young Americans find their news through Facebook. Do you make it easy for people to share content and articles?
- Sometimes, however, your guy isn’t available.
- By 2014, more people will access your website via mobile devices than desktop computers. Based on the trajectory I’ve seen, I believe it!
- Newspapers, TV, magazines
- Getting people from their newspapers to online – this was HARD!
- If you’re doing it, so are your customers. Figure out ways to market that link different forms of technologyTablet/Laptop/Phone/TV: Pick two and link them
- You can see it’s not, just by the numbers of accounts and messages sent every day!
- DASHBOARD WITH IT CIRCLED, MAIN SAFFIREMAIL PAGE AND CREATING A CAMPAIGNSAVE WEBPAGE AS EMAIL
- The essence of Facebook is trying to get into people’s news feeds. I will warn you that as a business, it’s getting harder. LIKE us for more info about the happy hour!
- Videos account for 50% of all online traffic as of January 2012
- Facebook bought Instagram earlier this year. Guess how much they paid? 1 billion dollars!Mainly for mobileKnown for image “doctoring”Trends younger
- Videos account for 50% of all online traffic as of January 2012