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Saffire events presentation: Marketing on a budget webinar

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Software for Events. Your Event. Online. www.saffireevents.com 4/29/22 © 2012 – Saffire Events MARKETING ON A BUDGET Kendra Wright & Rebekah Hardage
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Page 1: Saffire events presentation: Marketing on a budget webinar

MARKETING ON A BUDGET

Kendra Wright & Rebekah Hardage

Page 2: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

PRESENTERSKendra WrightPresident

Rebekah HardageMarketing Manager

Experience:• Received a BA in

Journalism & Public Relations from Baylor University

• Expertise in email marketing, social media, analytics, etc.

• Manages all marketing efforts for Saffire

Experience:• Began building websites

in 1995 for Fortune 1000 company

• Started her own company in 1998

• Works with clients like KEEN Footwear, Nike, Jeep, Chrysler, Dodge, Intel & more

Page 3: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

HISTORY

Page 4: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

SAFFIRE EVENTS

Page 5: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

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

Page 6: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

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

Page 7: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

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 ads9% - Radio 10% - TV46% - WEBSITE

Page 8: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

HOW GOOD DOES MY SITE NEED TO BE?

User expectations are set by

their aggregate experience from around the web.

Page 9: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

KENDRA’S LAW

Your customers spend the majority of their time on

sites other than your event website.

Page 10: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

CHECK OUT SPORTS SCORES

Page 11: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

SEE A MOVIE

Page 12: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

BUY A BOOK

Page 13: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

MEASURING YOUR SITE

Fair A Fair B Sports Site Activity Site Retail Site YOUR FAIR0

1

2

3

4

5

6

7

8

9

10

Series1

?

Page 14: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

SIMPLE, WELL-ORGANIZED HOMEPAGE

Page 15: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

SALES STRATEGIES

• Sell online with advance discount• Allow groups to get $ for their orgs

for advance sales; host trip for winners

Page 16: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

WHAT IF YOUR SITE IS HARD TO MAINTAIN?

Page 17: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

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.

Page 18: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

UPDATING WORDPRESS

Page 19: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

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!

Page 20: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

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?

Page 21: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

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?

Page 22: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

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

Page 23: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

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!

Page 24: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

IDEAS FOR CONCERTS

• Show live tweets on concert side screens

• Take pictures of crowd at concerts, post them and encourage them to tag themselves

Page 25: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

SHARING FOR THE RETWEET/REPOST

• Judiciously promote big sponsors for retweet

• Same with vendors and entertainers• Post thanks to people/groups; they’ll

repost

Page 26: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

UPDATING FACEBOOK

Page 27: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

UPDATING TWITTER

Page 28: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

UPDATING YOUTUBE (VIDEO SHARING)

Page 29: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

UPDATING FLICKR (PHOTO SHARING)

Page 30: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

PINTEREST (NEW SOCIAL PHOTO SHARING)

Page 31: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

PINTEREST

Page 32: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

BE EFFICIENT WITH HOOTSUITE

HootSuite manages: • Facebook• Twitter• Wordpress blog• Foursquare

Page 33: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

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!)

Page 34: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

IS EMAIL DEAD?

Page 35: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

GETTING THE MOST EMAIL SIGNUPS

Page 36: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

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

Page 37: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

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

Page 38: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

FREE MARKETING–FAIRS EVERYWHERE

Page 39: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

WHAT OVERTAKES DESKTOP IN 2014?

Source: Morgan Stanley Research

Page 40: Saffire events presentation: Marketing on a budget webinar

Software for Events. Your Event. Online.

www.saffireevents.com

3/27/2012 © 2012 – Saffire Events

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


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