5 WAYS TO DRIVE ROIGet More Data & Dollars
Out Your Digital Marketing
International Association of Fairs & ExposAnnual Conference & Trade Show
December 9, 2014
etix.com | rockhousepartners.com#IAFE2014
FOLLOW ALONG!#IAFE2014
bit.ly/RockIAFE
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WHAT WAKES YOU UP IN THE
MORNING?
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HERE’S WHAT WAKES US UP.
etix.com | rockhousepartners.com#IAFE2014
etix.com | rockhousepartners.com#IAFE2014
etix.com | rockhousepartners.com#IAFE2014
WE HAVEQUESTIONS.
etix.com | rockhousepartners.com#IAFE2014
YOU HAVEANSWERS.
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AND YOUR TIME IS YOUR MOST
VALUABLE ASSET
etix.com | rockhousepartners.com#IAFE2014
5 WAYS TO DRIVE ROI
etix.com | rockhousepartners.com#IAFE2014
#1HOW DO I BUY A
TICKET?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010 2011 2012 2013 2014
etix.com | rockhousepartners.com#IAFE2014
1. OPTIMIZATION: ORGANIC SEARCHES
50%of website traffic
comes from organic
searches
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1. OPTIMIZATION: IMPROVE WEBSITE
42%of all fair ticketsare purchased
online
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1. OPTIMIZATION: CREATE FOR MOBILE
19%of Etix
transactions occur on mobile
etix.com | rockhousepartners.com#IAFE2014
#2WHERE DO I PARK?
WHAT ELSE DO I NEED?
etix.com | rockhousepartners.com#IAFE2014
2. UPSELLS: PREMIUM PARKING
For 2014 Etixperformances,
parking upsells have added
$600,000+in incremental
revenue
etix.com | rockhousepartners.com#IAFE2014
2. UPSELLS: FOOD & BEVERAGE
Food & Bev pages can gather
20,000+in annual website
visits
etix.com | rockhousepartners.com#IAFE2014
2. UPSELLS: MERCHANDISE
Upsells and bundling can
add up to
7% in incremental
revenue
etix.com | rockhousepartners.com#IAFE2014
2. UPSELLS: MORE IDEAS
DAY BEFORE EMAIL:PARKING INFORMATION
SPECIAL OFFERS
IN-VENUE UPSELLS:GRANDSTAND
PREMIUM SEATS
IN-VENUE MERCHANDISE
etix.com | rockhousepartners.com#IAFE2014
#3HOW MANY
TICKETS DO YOU SELL PER ORDER?
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YOU DON’T KNOW JACK…
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YOU DON’T KNOW JACK…OR JILL.
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THIS MAN IS NOT YOUR FRIEND
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3. DATABASE BUILDING: CONTESTING
The average online ticket
order:
2.7tickets
etix.com | rockhousepartners.com#IAFE2014
3. DATABASE BUILDING: EMAIL CAPTURE
2.5x1-click forms gather more organic sign-
ups than text links
etix.com | rockhousepartners.com#IAFE2014
3. DATABASE BUILDING: PRE-SALE EMAIL CAPTURE
28%average conversion
rate from emails captured pre-sale
through Etix
etix.com | rockhousepartners.com#IAFE2014
etix.com | rockhousepartners.com#IAFE2014
#4HOW LONG DOES
YOUR EVENT REALLY LAST?
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etix.com | rockhousepartners.com#IAFE2014
etix.com | rockhousepartners.com#IAFE2014
4. EVENT LIFE CYCLE: WELCOME EMAIL
Open rate for welcome emails is
4xgreater than regular
promotional emails
etix.com | rockhousepartners.com#IAFE2014
4. EVENT LIFE CYCLE: PRE-SALES
Pre-sale emails alone
account for at least
10%of total
ticket sales
etix.com | rockhousepartners.com#IAFE2014
4. EVENT LIFE CYCLE: AFTERGLOW
2x the email opens
6xthe click rates
etix.com | rockhousepartners.com#IAFE2014
THANK YOU FOR COMING!
etix.com | rockhousepartners.com#IAFE2014
#5WHAT CAN I DO FOR MY SPONSORS?
etix.com | rockhousepartners.com#IAFE2014
The average online ticket
order:
2.7tickets
5. SPONSORSHIPS: INCREASING VALUE
etix.com | rockhousepartners.com#IAFE2014
5. SPONSORSHIPS: INCREASING VALUE
One fair client
generated
160,000+email opens
in the last year
etix.com | rockhousepartners.com#IAFE2014
WHAT CAN MY SPONSOR
DO FOR ME?
etix.com | rockhousepartners.com#IAFE2014
5. SPONSORSHIPS: ACTIVATION
Activatingevent partners &
sponsors can expand social reach
up to
2,500%
etix.com | rockhousepartners.com#IAFE2014
1. OPTIMIZE EXISTING DIGITAL CHANNELS
2. UPSELL FOR INCREMENTAL REVENUE
3. CAPTURE EMAILS TO BUILD DATABASE
4. MANAGE EVENT LIFE CYCLE
5. INCREASE SPONSORSHIP VALUE
OVERVIEW: 5 WAYS TO DRIVE ROI
etix.com | rockhousepartners.com#IAFE2014
A Quick Case Study: Allegan County Fair
THE GOALSell more tickets and promote awareness for grandstand concerts.
WHAT WE DIDCrafted targeted email and social content to highlight artists and engage fans.
THE RESULTS• +65% in year-over-year
grandstand concert tickets sold.
• 40% increase in Facebook and Twitter followings.
etix.com | rockhousepartners.com#IAFE2014
A Quick Case Study: State Fair of West Virginia
THE GOALSell more tickets and capture new email addresses.
WHAT WE DIDPlanned and executed periodic contest campaigns to collect emails and promote event awareness.
THE RESULTS• 1,600+ total contest entries• 700+ new email addresses
etix.com | rockhousepartners.com#IAFE2014
Questions?
www.slideshare.net/etixworld
etix.com | rockhousepartners.com#IAFE2014
GOOGLE YOURSELF (DESKTOP & MOBILE)
VIEW WEBSITE ON YOUR PHONE
BUY A TICKET ON YOUR SITE VIA MOBILE & DESKTOP
SIGN UP FOR YOUR EMAIL LIST
SET UP AN AUTOMATED WELCOME EMAIL
READ THE WELCOME EMAIL ON A MOBILE PHONE
HOW TO GET STARTED TODAY
etix.com | rockhousepartners.com#IAFE2014
BONUS: DIGITAL AUDIT
etix.com | rockhousepartners.com#IAFE2014
BUT WAIT.
THERE’S MORE…
etix.com | rockhousepartners.com#IAFE2014
www.slideshare.net/etixworld
etix.com | rockhousepartners.com#IAFE2014
615-772-6196
@rhpartners
NEXT STEPS? CASE STUDIES? LET’S TALK!
AMANDA [email protected]
434-953-8668
www.slideshare.net/etixworld
@etix_world