CAN’T GET ENOUGH SAFFIRE?
Come by our booth: 41
Social Media in this room 10
minutes
after this presentation.
MARKETING YOUR EVENTWhat do you spend the most money on?
How does it work for you?
Is it getting you the best results?
Is it helping you to grow?
RODEO HOUSTON STATISTICS“How did you hear about the event?”
Newspaper – 2%
Rodeo Advertising – 4%
Radio – 9%
TV – 10%
Website – 46%
PRESENTERS
• Received BS Public
Relations, & Masters Sport
Management, The
University of Texas
• Born in Central City, NE
• United States Olympic
Committee
• Rodeo Austin
Cassie
Roberts• First job managing events for
non-profit
• Began building websites in
1995 for Fortune 1000
company
• Started own company in 1998
• Brings big-company
experience to the event
industry
Kendra
Wright
OUR GOALTo elevate the fair industry by
enhancing its most important virtual
front door –
its online presence.
OUR AGENDA TODAYYour to do list for when you get home
Prioritize how to make your website better
Statistics to watch and what to do with the info
The latest trends and what to do about them
Maximize your mobile presence
How to make more money with email
Tools to market your event from at your event
Specific online marketing ideas
How to prioritize social media for the best results
THE REALITY
98% of anonymous online
prospects enter a website
looking for something,
yet still leave anonymous.
MAKE INFO INTERACTIVE & QUICK TO FINDKeep navigation organized.
Have something to draw people to another page.
SAFFIRE RECOMMENDATIONUse categories and supcategories to organize
your event information.
DETERMINING PRICE80/20 rule
• Approximately 80% of the tickets you sell online will be redeemed
• Offer 20% discount
• Come out even
Free shipping or print at home
• ESPECIALLY when cheap to ship
SELL MORE NOW• Make your tickets easy to find.
• Have minimum clicks to get to the shopping cart.
• Integrate the design of your website with the
design of your cart so that the “look” doesn’t
change at the buying moment.
4 IMPORTANT THINGS TO WATCH
• Not enough action? Make your website more compelling (good rate: 2%)
actions/ conversion
rate
PINTERESTPinterest 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!
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 ifyou don’t know what you’ll do
with them.
YOUTUBE
Customers exposed to videos
are 437%
more likely to engage in your
brand.
Engagement = PurchasesSAFFIRE RECOMMENDATION
Make your videos raw and not too produced to help customers identify with your brand.
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.
IF STARTING FROM SCRATCH, GET GOING!• Outlook contacts
• Volunteers
• Sponsors
• Vendors
• Performers
• Past purchasers
• Etc.
WHEN WILL YOU SAY IT?Statistics are clear
• Day of week: Tuesday (try Friday for fun!)
• Time of day: Mid-morning
Unless you’re big, don’t publicize
schedule
WHAT MAKES A GOOD SUBJECT LINE?Include something recognizable
Use action words
Not too spammy
50 characters or less
• Turn into Tweet, with 120 characters, #
and shortened URL
• Turn into Facebook, with 150
characters, graphic and no #
EMAIL ARTICLES: THE FORMULAHeadline
Compelling image
Text (short, with links)
Call to action• Consider “Click here to enter now!”
MEASURE YOUR EMAILS
PER EMAILOpen rate
Click-through rate (CTR)
Response rate – web visits, revenue
OVER TIMEHouse file size
Churn (percentage who leave your list)
Revenue/email
Cost/email
SAMPLE OPEN RATESVaries 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 RATESAround 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.
TARGET EMAILS FOR MOBILE
Email opens on smartphones and
tablets have increased 80% over
the last six months.
THE “RULE OF THIRDS”1/3 about yourself and your brand
1/3 about things people might be interested
in that aren’t self-promotional
1/3 interact with people
• Consider funny – tweets from mascot, etc.
• Personal/human interest stories get lots of
hits
• Posts with photos get more views!
Think about what YOU
would want to click!
GRAB THEIR ATTENTION
• 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.
MAKE PEOPLE FEEL LIKE INSIDERS
• Photo contests on website and Facebook
• Caption that photo
• Funny video upload
Photos and video are naturally VIRAL and give you more
event photos!
MULTIMEDIA
Take pictures of the crowd at concerts, post
them and encourage them to tag themselves
Your photo appears in
their Facebook feed!
TAGGING IN FACEBOOK
• Show live tweets on concert side screens
• Have a vote or quiz
o Answer on text, Facebook, Twitter, app, QR
code, etc.
GET PEOPLE TALKING
• Have a contest for front row concert
seats
o Text, tweet or post on FB page NOW =
publicity
• Do giveaways with charitable tie-in
CONTESTS WITH PUBLICITY BONUS