Saffire events presentation: Marketing on a budget webinar
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People say you have to spend money to make money. But for fairs and rodeos, there isn't always a lot of money to spend, so you need to make every penny count. From this presentation, you will learn: Where you need to be spending your marketing budget Why your website plays an important part in the success of any event or business How to get people to engage with you on mobile during your event 6 free tools you can use to enhance your online presence
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Saffire events presentation: Marketing on a budget webinar
- 1. MARKETING ON A BUDGET Kendra Wright & Rebekah Hardage
- 2. Software for Events. Your Event. Online. www.saffireevents.com PRESENTERS Kendra Wright Rebekah Hardage President Marketing Manager Experience: Experience: • Began building websites in • Received a BA in 1995 for Fortune 1000 Journalism & Public company Relations from Baylor • Started her own company in University 1998 • Expertise in email • Works with clients like marketing, social KEEN media, analytics, etc. Footwear, Nike, Jeep, Chry sler, Dodge, Intel & more • Manages all marketing efforts for Saffire 3/27/2012 © 2012 – Saffire Events
- 3. Software for Events. Your Event. Online. www.saffireevents.com HISTORY 3/27/2012 © 2012 – Saffire Events
- 4. Software for Events. Your Event. Online. www.saffireevents.com SAFFIRE EVENTS 3/27/2012 © 2012 – Saffire Events
- 5. Software for Events. Your Event. Online. www.saffireevents.com 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 3/27/2012 © 2012 – Saffire Events
- 6. Software for Events. Your Event. Online. www.saffireevents.com 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 3/27/2012 © 2012 – Saffire Events
- 7. Software for Events. Your Event. Online. www.saffireevents.com 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 ads 9% - Radio 10% - TV 46% - WEBSITE 3/27/2012 © 2012 – Saffire Events
- 8. Software for Events. Your Event. Online. www.saffireevents.com HOW GOOD DOES MY SITE NEED TO BE? User expectations are set by their aggregate experience from around the web. 3/27/2012 © 2012 – Saffire Events
- 9. Software for Events. Your Event. Online. www.saffireevents.com KENDRA’S LAW Your customers spend the majority of their time on sites other than your event website. 3/27/2012 © 2012 – Saffire Events
- 10. Software for Events. Your Event. Online. www.saffireevents.com CHECK OUT SPORTS SCORES 3/27/2012 © 2012 – Saffire Events
- 11. Software for Events. Your Event. Online. www.saffireevents.com SEE A MOVIE 3/27/2012 © 2012 – Saffire Events
- 12. Software for Events. Your Event. Online. www.saffireevents.com BUY A BOOK 3/27/2012 © 2012 – Saffire Events
- 13. Software for Events. Your Event. Online. www.saffireevents.com MEASURING YOUR SITE 10 9 8 7 6 Fair A Fair B 5 Sports Site Activity Site 4 Retail Site 3 YOUR FAIR ? 2 1 0 Fair A Fair B Sports Site Activity Site Retail Site YOUR FAIR 3/27/2012 © 2012 – Saffire Events
- 14. Software for Events. Your Event. Online. www.saffireevents.com SIMPLE, WELL-ORGANIZED HOMEPAGE 3/27/2012 © 2012 – Saffire Events
- 15. Software for Events. Your Event. Online. www.saffireevents.com SALES STRATEGIES • Sell online with advance discount • Allow groups to get $ for their orgs for advance sales; host trip for winners 3/27/2012 © 2012 – Saffire Events
- 16. Software for Events. Your Event. Online. www.saffireevents.com WHAT IF YOUR SITE IS HARD TO MAINTAIN? 3/27/2012 © 2012 – Saffire Events
- 17. Software for Events. Your Event. Online. www.saffireevents.com 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. 3/27/2012 © 2012 – Saffire Events
- 18. Software for Events. Your Event. Online. www.saffireevents.com UPDATING WORDPRESS 3/27/2012 © 2012 – Saffire Events
- 19. Software for Events. Your Event. Online. www.saffireevents.com 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! 3/27/2012 © 2012 – Saffire Events
- 20. Software for Events. Your Event. Online. www.saffireevents.com 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? 3/27/2012 © 2012 – Saffire Events
- 21. Software for Events. Your Event. Online. www.saffireevents.com 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? 3/27/2012 © 2012 – Saffire Events
- 22. Software for Events. Your Event. Online. www.saffireevents.com 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 3/27/2012 © 2012 – Saffire Events
- 23. Software for Events. Your Event. Online. www.saffireevents.com 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! 3/27/2012 © 2012 – Saffire Events
- 24. Software for Events. Your Event. Online. www.saffireevents.com IDEAS FOR CONCERTS • Show live tweets on concert side screens • Take pictures of crowd at concerts, post them and encourage them to tag themselves 3/27/2012 © 2012 – Saffire Events
- 25. Software for Events. Your Event. Online. www.saffireevents.com SHARING FOR THE RETWEET/REPOST • Judiciously promote big sponsors for retweet • Same with vendors and entertainers • Post thanks to people/groups; they‟ll repost 3/27/2012 © 2012 – Saffire Events
- 26. Software for Events. Your Event. Online. www.saffireevents.com UPDATING FACEBOOK 3/27/2012 © 2012 – Saffire Events
- 27. Software for Events. Your Event. Online. www.saffireevents.com UPDATING TWITTER 3/27/2012 © 2012 – Saffire Events
- 28. Software for Events. Your Event. Online. www.saffireevents.com UPDATING YOUTUBE (VIDEO SHARING) 3/27/2012 © 2012 – Saffire Events
- 29. Software for Events. Your Event. Online. www.saffireevents.com UPDATING FLICKR (PHOTO SHARING) 3/27/2012 © 2012 – Saffire Events
- 30. Software for Events. Your Event. Online. www.saffireevents.com PINTEREST (NEW SOCIAL PHOTO SHARING) 3/27/2012 © 2012 – Saffire Events
- 31. Software for Events. Your Event. Online. www.saffireevents.com PINTEREST 3/27/2012 © 2012 – Saffire Events
- 32. Software for Events. Your Event. Online. www.saffireevents.com BE EFFICIENT WITH HOOTSUITE HootSuite manages: • Facebook • Twitter • Wordpress blog • Foursquare 3/27/2012 © 2012 – Saffire Events
- 33. Software for Events. Your Event. Online. www.saffireevents.com 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!) 3/27/2012 © 2012 – Saffire Events
- 34. Software for Events. Your Event. Online. www.saffireevents.com IS EMAIL DEAD? 3/27/2012 © 2012 – Saffire Events
- 35. Software for Events. Your Event. Online. www.saffireevents.com GETTING THE MOST EMAIL SIGNUPS 3/27/2012 © 2012 – Saffire Events
- 36. Software for Events. Your Event. Online. www.saffireevents.com 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 3/27/2012 © 2012 – Saffire Events
- 37. Software for Events. Your Event. Online. www.saffireevents.com 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 3/27/2012 © 2012 – Saffire Events
- 38. Software for Events. Your Event. Online. www.saffireevents.com FREE MARKETING–FAIRS EVERYWHERE 3/27/2012 © 2012 – Saffire Events
- 39. Software for Events. Your Event. Online. www.saffireevents.com WHAT OVERTAKES DESKTOP IN 2014? Source: Morgan Stanley Research 3/27/2012 © 2012 – Saffire Events
- 40. Software for Events. Your Event. Online. www.saffireevents.com 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 3/27/2012 © 2012 – Saffire Events
Editor's Notes
- This is information about partnering with Saffire Events, a company that provides online marketing software to the fair, festival and rodeo industry. Saffire has offices in Austin, Texas and Portland, Oregon.
- 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.
- Besides theirwork 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.
- A few years ago, a phone call changed the trajectory of theircompany.Rodeo Austin called and asked them to build an immersive, online presence. Immediately, Saffire Events felt this was an industry they wanted to call home, because this was an industry they could help. And the best thing is, because of geographic disparity, Saffire can bring the experience of lots of fairs and give us functionality that we would never be able to afford from someone just building one event website.
- 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! 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.
- This brings up a question we’re often asked:How good does our website need to be? The truth is, you need to be as good as your customers expect you to be.User expectations are set by their aggregated user experience from around the web.
- Kendra’s Law: Your customers spend the majority of their time on other sites than your fair website.It needs to be good enough to compare favorably against all the other sites your potential customers go to that day. Think about all the things vying for your customers’ attention just online (let alone everything else). Yours needs to stand out, not just against other fair websites, but against all these other websites they could go to.
- Maybe they want to get the latest football scores
- Or go to a movie
- Or buy a book on Amazon
- So when you’re asking yourself how good your site needs to be, keep in mind all the other sites people look at in a day, not just fair sites, to determine how high the bar is. You need to have a website that reflects your brand. And it needs to get people so excited about it that they tell other people about your event – in other words, do your marketing for you.
- Saffire helps with the organization of our homepage, which is critical to get people intrigued to delve further into our website.Designing a homepage is an art and a science. There has been a lot of research on how people read web pages (or don’t read them, which is more accurate!). A good homepageshould have a natural hierarchy, and the information should be in the shape of a capital F, because that follows people's natural eye patterns online. The most important information is across the top, then down the left side with a little bit across the middle, where the featured events reside. Research shows people can't remember more than 5-7 items in a list, so there should not be more than 5-7 links in any one place. Additionally, a homepage should have interactivity to involve the senses, like a music player to HEAR the sounds from an event, a countdown to raise excitement about itand photos to SEE the event.
- Create a word press blog site. It’s free, and while it may not have very much functionality, you are still in charge of it
- The next most important thing about our website, after our homepage, is relaying engaging information to entice people to attend our event.Saffire includes an interactive event schedule that makes it easy for fairgoers to find activities to attend. It includes categories to help people quickly find their specific areas of interest. It’s easy to sort and filter by these categories to narrow down the list.We can designate events as “Our Picks,” which will automatically appear at the top of the list. Customers can also “Fan” events, post them by Facebook or Twitter, or email them to friends, getting more people engaged, thus helping us do more marketing at no cost. Customers can also create a custom event schedule and print it out to bring with them.
- Pin your fair photos, then people will repin to their boards.App for it.
- HootSuite can manage:FacebookTwitterWordpress blogFoursquareSchedule messagesMonitor mentionsCustom analytics$6/month for single user
- In fact, when you send out an email, you’ll be able to tell from your site statistics. The jumps in your website traffic are almost like a heart monitor, with dramatic jumps whenever you send an email. You can keep it in terms of KEEPING YOUR SITE ALIVE… DURING THE ENTIRE YEAR!
- We love this industry, and we’re in it for the long haul. And if we can make a bold statement, we really feel that this industry needs Saffire, so it can effectively grow and compete with all the other things and websites vying for our customers’ attention. I’m going to give you one more piece of evidence about how we want to support this industry. We have just partnered with IAFE to launch a website called www.FairsEverywhere.com.
- By 2014, more people will access our website via mobile devices than desktop computers!Looking at the trajectory on this graph, it is inevitable!