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5 Ways to Drive ROI: Act II 2015 LEAGUE OF HISTORIC AMERICAN THEATRES Presented By Amanda Severs | Suzanna Best July 20, 2015 #LHATNashville
5 Ways to Drive ROI: Act II
2015 LEAGUE OF HISTORIC AMERICAN THEATRES
Presented ByAmanda Severs | Suzanna Best
July 20, 2015#LHATNashville
#LHATNashville
#LHATNashville
Follow along!
bit.ly/LHATRHP15
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Join the conversation!
#LHATNashville
#LHATNashville
What was your biggest marketing
challenge last year?
#LHATNashville
What worked?
#LHATNashville
#LHATNashville
The Fitzgerald Theater
Ellie McKinneyDirector of Events and Performance
Programs
“You have to functionally goal set, analyze and use your data. It’s not sexy. It’s a slow burn.
We have good search results because of our name recognition, but it also takes more...”
#LHATNashville
Ellie McKinneyDirector of Events and Performance Programs
1
OPTIMIZE SEARCH RESULTS FOR YOUR EVENTS.
#LHATNashville
Customer journeys begin with a search.
74%of the Fitzgerald Theater’s website traffic originates on search engines like Google.
#LHATNashville
Mastering the Google Knowledge Graph.
Our venue websites see an average 25% lift in organic Google search traffic from proper Schema.org implementation.
#LHATNashville
The Carolina Theatre
Aaron BareChief Operating
Officer / Marketing Director
“What’s the next big thing in marketing? It’s nothing that brilliant...
It’s email.”
#LHATNashville
Ellie McKinneyDirector of Events and Performance Programs
2
CAPTURE AND LEVERAGE EMAIL
MARKETING DATA.
#LHATNashville
If you can’t get a purchase, get an email.
The Carolina Theatre added20,000 email addresses last year.
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It costs $0 to run the most basic contest.
The Carolina Theatre reached
54,000+ fans through
posting contests on social media.
#LHATNashville
Smaller sends lead to higher returns.
Personalized emails improve click-through
rates by
14%and conversion rates by
12%.
#LHATNashville
The Altria Theater
Samantha Sawyer
Marketing Manager
“We send a lot of emails.
Developing a template that highlights multiple shows and still gets people to click is crucial.”
#LHATNashville
Ellie McKinneyDirector of Events and Performance Programs
3
DESIGN ALL DIGITAL ASSETS
FOR MOBILE VIEWING.
#LHATNashville
Email still yields the highest ROI.
62%of Altria Theater’s
emails are viewed on mobile devices.
#LHATNashville
Mobile trends will only continue to grow.
42% of Etix pageviews occur
on mobile devices.
This has grown
72%since 2013.
#LHATNashville
The Orpheum Theatre
Erika NewtonGeneral Manager
“We started working on ways to increase social followers and grow our email database.
Automated tools are extremely useful for organizations who have limited budgets.”
#LHATNashville
Ellie McKinneyDirector of Events and Performance Programs
4
AUTOMATE EVERYTHING.
#LHATNashville
Early prospect capture drives conversions.
Orpheum captures an average 100 email addresses before tickets even go on sale.
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Engagement at peak interest is essential.
Welcome emails typically have
4xthe open rate and
5xthe click rate of other
campaigns.
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Take advantage of the afterglow effect.
Thank you emails achieve a
13xincrease in revenue
compared to promotional
emails.
#LHATNashville
Dallas Summer Musicals
Tony JoyAdvertising & Promotions Coordinator
“Our team must be able to measure conversions from multiple channels…
It’s how we make decisions and adjust our marketing spends.”
#LHATNashville
Ellie McKinneyDirector of Events and Performance Programs
5
TEST. MEASURE.REPEAT.
#LHATNashville
The Inbox is a competitive game.
Test 20% of your list so that the other 80% receive a winning subject line.
#LHATNashville
Knowledge is power… and revenue.
The average conversion rate for venue websites is 2-3%.
#LHATNashville
5 Ways to Drive ROI
1
2
3
4
5
Optimize your search results.
If you can’t get a purchase, get an email address.
Design for mobile on all marketing channels.
Automate your event life cycle.
Test and measure. CONSTANTLY.
#LHATNashville
How you can get started TODAY.
1
2
3
4
5
Perform a search for your venue on your desktop and phone.
Try to purchase a ticket (online and by phone.)
Sign up for your email list.
Set up an automated “Welcome” email.
Look at your Google Analytics… every week.
#LHATNashville
Say hello.Ready to get started?
Suzanna BestSr. Account [email protected]
Amanda SeversDirector of Client [email protected]
rockhousepartners.com
