Post on 02-Jul-2015
transcript
REAL-TIME, ONLINE
MARKETING
CASSIE ROBERTS
SIT BACK AND RELAX
Luckily you don’t have to write all this down!
Leave me your business card and I’ll send
you the slides
LET’S REFLECT
What’s happened since we were here last
year?
• Conferences
• Rodeos
• Met with committees, boards, executive
directors and managers
INTERNET WINS POPULARITY
CONTEST
A STEP FURTHER
Source: Morgan Stanley Research
ARE YOU FOLLOWING THESE TRENDS?
ARE YOUR CUSTOMERS?
PRESENTER
• Received BS Public Relations, & Masters Sport
Management, The University of Texas
• Born in Central City, NE
• United States Olympic Committee
• Rodeo Austin
Cassie RobertsManager, Sales & Partnership
SAFFIRE EVENTS
SAFFIRE EVENTS--ARC MEMBERS
Our goal is to elevate the rodeo industry by
enhancing its most important virtual front
door –
its online presence.
OUR AGENDA TODAY
Prioritize how to make your website better
The latest online 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 your event
YOUR WEBSITE
HOW DO YOU MANAGE YOUR SITE?
YOUR WEB GUY
YOUR WEB GUY
YOUR WEB GUY
You must be able to
market your event on your website in real
time.
THE GOAL
MANAGE YOUR OWN WEBSITE
MANAGE IN REAL TIME
98% of anonymous online prospects enter a
website
looking for something,
yet still leave anonymous.
Why?
THE REALITY
Make your information hierarchical.
Use analytics to name your homepage
buttons.
MAKE INFO QUICK TO FIND
MAKE EVENT PAGES INTERACTIVE
Facebook or Tweet your RODEO
MAXIMIZE SOCIAL MEDIA BUTTONS
Facebook or Tweet a rodeo
EVENT/FEATURE
MAXIMIZE SOCIAL MEDIA
Facebook or Tweet a PHOTO of an
event/feature
MAXIMIZE SOCIAL MEDIA
ECOMMERCE=INCREMENTAL
REVENUE
1. Make your tickets easy to find.
2. Have minimum clicks to get to the
shopping cart.
3. Integrate the design of your website with
the design of your cart so that the ―look‖
doesn’t change at the buying moment.
3 THINGS TO SELL MORE NOW
MOBILE MARKETING
IT’S A MUST
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.
THE PERFECT STORM
MULTI-SCREEN MARKETING
Your customers are texting.
Consider joining the conversation.
Judiciously text deals and special announcements.
This can of course be done right from your mobile
phone with the right software
TEXT MARKETING
Start offering people the opportunity to sign up for text, even if you don’t know what you’ll do with them.
SCHEDULE TEXTS FROM MOBILE
EMAIL MARKETING
TARGET EMAILS FOR MOBILE
Email opens on smartphones and tablets
have increased 80% over the last six
months.
WHEN TO EMAIL
Statistics are clear
• Day of week: Tuesday (try Friday for fun!)
• Time of day: Mid-morning
Unless you’re big, don’t publicize schedule
WHO TO EMAIL
If you’re starting from scratch, GET GOING!
• Outlook contacts
• Volunteers
• Sponsors
• Vendors
• Performers
• Past purchasers
• Etc.
EMAIL SIGNUPS ON EVERY PAGE
WHAT TO SAY
CONSIDER A PYRAMID
one main story
two smaller features
TEST AGAINST
EACH OTHER
two smaller features
WHAT (OR WHAT NOT) TO SAY
Don’t tell the whole story.
Goal: OPENS & CLICKS!
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)
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.
SOCIAL NETWORKING
SOCIAL MEDIA?
Not the same!
Social MEDIA is the outlet where you BUILD
your social NETWORK
The media itself has no value unless
you’re using it properly.
WHY SOCIAL NETWORKING?
Traditional Networking Model
Local TV Ad Campaign: 200,000 people/commercial
Print: Varies based on
Send
Local Radio Ad: 5,000 people/
commercial
*Based on midsized market
WHY SOCIAL NETWORKING?
Social Networking Model
ME: 1My Friends: 130 - 500+
My Friends’ Friends
250,000+
TRUTH
People like themselves.
Post things that get people to talk about
themselves in relation to your event.
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.
FACEBOOK IN THE MOMENT
IDEA: FACEBOOK TAGGING
Take pictures of the crowd at concerts, post
them and encourage them to tag themselves
Your photo appears in
their Facebook feed!
WHY TWEET?
17% of the top 1,000
search terms on Twitter
alternate hourly.
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.
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.
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!
GETTING RETWEETS
Judiciously promote big sponsors for retweet
Same with vendors and entertainers
Post thanks to people/groups; they’ll repost
TWEET AS YOU GO
IDEA: GET PEOPLE TALKING
Show live tweets on rodeo or concert
screens
Have a vote or quiz
• Answer on text, app, QR code, etc.
What is the fastest growing website of all
time?
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!
50% of all web content is…
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.
YOUTUBE FROM YOUR RODEO
CONCLUSION
Lots of ideas, so little time!
Find out where your customers are and what
gives the highest rate of return if you don’t
have the resources.
Survey your customers, find out how they
found you.
Leave me your business card, and we’ll
send:
• These slides
• The Editorial Calendar template
• A free subscription to The Dirt
KEEP IN TOUCH—WE CAN HELP!
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
SOURCES