INCREASING BUCKS & BUTTS:GROWING REVENUE & ATTENDANCE WITH SAFFIRE EVENTS

KENDRA WRIGHTPRESIDENT,

SAFFIRE EVENTS

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

PARIS HOTELSUITE # 3298

AGENDA

• Improve your website• Manage your content• Integrate mobile• Making money from email• Maximize social networking• Latest trends• 5-Step Action Plan (future

webinar)

CAN WE TALK?

• Loves your event

• Connection to your event

• Does lots of local websites

• “Brung ya”

PRESENTER

• First job – Event manager for non-profit

• Began working at Fortune 1000 company in 1995

o Accidentally started building websites

• Started own company in 1998o One woman show

KENDRA WRIGHT

President, Saffire Events

I WAS…

LEADERSHIP

• A classically-trained artist with 16 years experience in online design

• Makes everything we do look beautiful

• Not a prima donna

AARON PEDERSON

Technical Director• Leads a team of highly-skilled programmers

• Finds the perfect technology for the job

• A different breed of techie – speaks English!

JEREMY EMERSON

Creative Director

THINGS GOT COMPLICATED

Enticing Homepage

Face

bookGreat PhotosAllow Photo U

ploads

Interactive Event

Schedule

Twitt

er,

Pint

eres

t, Yo

uTub

e Email Newsletter

Beautiful Site DesignPrint My

Events

Ecom

mer

ce

Blog

Personal CalendariPadM

obile SEO

Event M

ap

Analytics

TEAM

Chris LugarSenior Software Engineer

Jessica Bybee-DziedzicSenior Account Manager

Adam DispenzaQA Specialist

Chris HowardFront End Developer

Cassie RobertsManager of Sales &Partnership

Brandi ReillyManager, Marketing & Customer Service

Daniel BunnSoftware Engineer

Jonathan HopeSoftware Engineer

Kelly GinestManager, Marketing Communications

INTERNATIONAL PORTFOLIO

WE LOVE THIS INDUSTRY!

WHY DO I LOVE THE FAIR?

PALAMINO FEST

OUR CONNECTION TO INDUSTRY

WFA

NEW FE HOMEPAGE

FAIRS EVERYWHERE

FAIRS EVERYWHERE

FAIRS EVERYWHERE

FAIRS EVERYWHERE BOOTH

#1120Stop by to addyour fair FREE!

YOUR WEBSITE

WHAT’S NOT COOL

It’s a medium we aren’t 100% comfortable withWe don’t know where to startThings are changing so fast… Our website looked good a couple years ago!

WHAT’S COOL

If done well, your website is your biggest marketing bang for buckIt’s the “landing strip” for all other marketingIt’s your virtual front door

RODEO HOUSTON STATISTICS

“How did you hear about this event?”

Newspaper – 2%Rodeo Advertising – 4%Radio – 9%TV – 10%Website – 46%

INTERNET WINS POPULARITY CONTEST

TRADITIONAL ADVERTISING 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

ONLINE MODEL

ME: 1My Friends: 130 - 500+

My Friends’ Friends

250,000+

OUR GOAL

Your customers take ACTION on your website

WHY?

You have one shot.

CUSTOMERS MUST

Interact on your site

CUSTOMERS MUST

Sign up for email

CUSTOMERS MUST

Share it with someone

CUSTOMERS MUST

Follow you on social media

CUSTOMERS MUST

Buy something

WHY DO ECOMMERCE?

ECOMMERCE=INSURANCE POLICY

ECOMMERCE=INCREMENTAL REVENUE

ECOMMERCE=INCREMENTAL BUTTS

MAKE IT BEAUTIFUL

MAKE IT QUICK TO FIND

MAKE IT FUN

Use photos to tell your story.Give people features to click.

NEW LAYOUT OPTIONS!

Besides your homepage, where do people go on your website?

(do you know?)

MAKE EVENT SCHEDULE INTERACTIVE

MAKE EVENT SCHEDULE INTERACTIVE

ALLOW PHOTO UPLOAD

LOTS OF SPONSOR LOVE

MAKE IT EASY TO FIND

MAKE IT EASY TO CONNECT

MAKE IT EASY TO CONNECT

MAKE IT EASY TO CONNECT

MAKE IT EASY TO GET INVOLVED

FORMS

MAKE IT EASY TO GET INVOLVED

FORMS

MAKE IT EASY TO GET INVOLVED

FORMS

MAKE IT EASY TO BUY

MAKE IT TRACKABLE

SEE??

HOW DO YOU MANAGE CONTENT?

THE GOAL

To be the most successful(and maintain your sanity)…

You must be able to manage your website yourself, in REAL TIME.

YOUR OWN DASHBOARD

YOUR OWN DASHBOARD

MANAGE HOMEPAGE FEATURES

MANAGE EVENT DETAILS

MANAGE NAVIGATION

ADD SPONSORS

ADD UNLIMITED NEW PAGES

ADD UNLIMITED WEB FORMS

SCHEDULE THINGS AHEAD

Your homepage can looknew each day of your event…WITHOUT YOU TOUCHING IT!

DOES YOUR GUY DO THAT?

MOBILE MARKETING

THE WRITING’S ON THE WALL

Source: Morgan Stanley Research

MOBILE

ONE DATA SOURCE

MOBILE-SPECIFIC DESIGN

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.

WHY MOBILE?

THE PERFECT STORM

Mobile PURCHASE+

LOCAL Search

BUCKS & BUTTS

EVERYTHING!

WHAT TO MAKE MOBILE

We marketed to people on their sofas.

REALLY OLD DAYS

We had to rely on “sofa inertia!”

FAIRLY OLD DAYS

NOW

FROM YOUR FAIRGROUNDS

DOES YOUR GUY DO THAT?

EMAIL MARKETING

One of the oldest online marketing tactics

WHAT’S NOT COOL

67% of global marketers rated email the most successful digital marketing

tactic.Source: CMO Council, May 2012

WHAT’S COOL

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.

COMPELLING REASONS TO EMAIL

SAFFIREMAIL

SAFFIREMAIL

SAFFIREMAIL

SAFFIREMAIL

DOES YOUR GUY DO THAT?

SOCIAL MEDIA

FACEBOOK

Your #1 social networking priorityOver a billion monthly active users• Recent changes - Business Pages

• Inactive users won’t seecontent as much

• Only 10-20% will see content• Only 1% will interact

Pay attention to your website & email!

GET INTO THE FEED: LIKING

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!

SAFFIRE GIVES YOU COVER PHOTO

TWITTER

Your 2nd priority for social media530 million accounts340 million tweets a day1 million accounts added to Twitter every day

SAFFIRE COORDINATES TWITTER

What is the fastest growing website of all time?

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!

PINTEREST

50% of all web content is…

YOUTUBE

3rd in your social media priorities4 billion videos/day viewed800 million unique users visit YouTube each month44% of YouTube’s users are aged between 12 and 34

YOUTUBE

Customers exposed to videos are 437% more likely to engage in your brand.

• Engagement = Purchases

SAFFIRE RECOMMENDATIONMake your videos raw and not too produced to

help customers identify with your brand.

SAFFIRE INTEGRATES PINTEREST & YOUTUBE

DOES YOUR GUY DO THAT?

OTHER TRENDS

TEXT MARKETING

Your customers are texting.

Consider joining the conversation.

Judiciously text deals and special announcements.

SAFFIRE RECOMMENDATIONStart offering people the opportunity to sign up for text,

even if you don’t know what you’ll do with them.

SAFFIRETEXT

DOES YOUR GUY DO THAT?

FINAL THOUGHTS

• Improve your website• Manage your content• Integrate mobile• Making money from email• Maximize social networking• Latest trends

REVIEW

One platform

One industry

One community

SAFFIRE IS…

ONGOING NEW FEATURES

• Social networking

• Email marketing

• Increasing advance revenue

• Google analytics

• Creating an Editorial Calendar

• Many more!

ONGOING EDUCATION

ONGOING HELP

ONGOING HELP

YOUR GUY CAN’T DO THIS.

Sign up for Saffire within 90 days for 10% off initial fees

First time ever!

SHOW SPECIAL

Come by our Hollywood Happy Hour from 5:30-7 pm tonight in Suite 3298.

Leave us your business card.

Grab a button!

FINAL THOUGHTS

OF COURSE….

Thank You!