online event advertising - the concept of the event portal frankentipps.de

Online Event Advertising

The concept of the event portal Frankentipps.de

Content

• The Development of the „Frankentipps“-idea

• The Portal: Features and advantages

• The Future of Online Event advertisement

Klaus Wolfrum, born 1969wolfrum kommunikationslogik

Company Foundation 1998, (at present seven full-time and part-time Employees)

Our core-business is to show how to make the most out of the internet at a regional level

Therefore we offer customer support for regional medium-sized businesses(especially in the region of Erlangen, Germany)

• Realisation + marketing of company-websites

• Internet-Service-Provider (Server-Hosting, Domains, Support)

• Distribution Carrier-Products Data & Voice

• Digitalisation-Services

• Management consultancy, Coaching

Core-business

In addition to that we offer

Development, Operation and Commercialisation of regional-web-portals

Markt-ERH.de the region Erlangen-Höchstadt on the web

Frankentipps.de the event portal for Franconian

The Development of the Frankentipps.de–Idea

2004

Internet-Event-Calendar from the perspective

…of an event-manager…of an online-media-provider…of an user

…of an artist

The perspective of anevent-manager

The perspective of an event-manager

- e-Mail distribution list Probability of being read by potential customers depends on whether or not you are actually published in the local newspaper, magazine or on the website

dependency on the publisher

event-manager

PR-department

e-Mail distribution list

localnewspaper

city-mag/guide

localweb-portal

Digitalisationof supplied information

own webseiteDigitalisation

Digitalisationof supplied information

Digitalisationof supplied information

publication

The perspective of an event-manager

Free of charge-mentality in the web

guarantees no quality

e-Mail distribution list

localnewspaper

city-mag/guide

localweb-portal

Digitalisationof supplied information

own webseiteDigitalisation

Digitalisationof supplied information

Digitalisationof supplied information

publication

event-manager

PR-department

The perspective of an event-manager

- Less possibilities of communicating with the email-distributor in case you want to add any changes to your advertisement

- Often no service, no support because of free of charge

e-Mail distribution list

localnewspaper

city-mag/guide

localweb-portal

publication

Digitalisationof supplied information

own webseiteDigitalisation

Digitalisationof supplied information

Digitalisationof supplied information

event-manager

PR-department

- Different websites provide you with different entry forms/input masks which you can‘t save and use again

= many „online-unfinished“ „time-consuming“ solutions which are unpractical, complex and offer little capacity and revenue as they are free of charge

The perspective of an event-manager

e-Mail distribution list

localnewspaper

city-mag/guide

localweb-portal

publication

Digitalisationof supplied information

own webseiteDigitalisation

Digitalisationof supplied information

Digitalisationof supplied information

event-manager

PR-department

The perspective of an event-manager

- In most cases ticket-portals have just ASP-solutions and no traffic!

= Online-Ticketing-Solutions don‘t offer the demand for offline-ticket-selling, (e.g. buy on phone or on point of sale), „free access“-events

e-Mail distribution list

localnewspaper

city-mag/guide

localweb-portal

publication

Digitalisationof supplied information

own webseiteDigitalisation

Digitalisationof supplied information

Digitalisationof supplied information

Ticketing-Providerevent-

managerPR-

department

= lots of hard work for just a little success „free of charge“ is not real equal free of charge Spending time !!! Print advertisings. Factor „probality“ costs probably a high volume of visitors/cash-turnover

-> Free of charge goes along with dependency

The internet is not used to its fullest potential

The perspective of an event-manager

The perspective of anonline-media-provider

The perspective of an online-media-provider

- Email-Distribution-list: (Digitalisation of data is very complex (money!); quality of delivered information is often faulty

- No possibilities of establishing a profitable size because of its locality and narrowness

The perspective of an online-media-provider

- High costs of developing an own solution for an event-calendar

-> Constriction to costumer-highlights instead of a calender Solution is disappointing

The perspective of an online-media-provider

= high costs for communication, data management and publication

-> Yet there is a high interest and demand for it

Why should there be a free of charge event advertisement ?

The perspective of anuser

The perspective of an user

- Restrictions and Exclusions - Geographically (local/ subregional); communal (neighbourhood, region)- Target-group (age, interests,…)- Organisational (e.g. tourism-organisations)- Only ticketing-events

- Event-information are often uncomplete or consist of too little detailed information

The perspective of an user

- search-Interfaces and Databases NOT attractive, NOT illustrated. NOT interesting

What am I exactly looking for if I don‘t know what I want to find?

= lots of semi-professional online-supplies; too many calendars for a region!

The perspective of an user

Free-of-charge mentality of the media

as well as

free-of-charge-mentality of the event-manager

leads to a negative finishing:

Too little revenue or no success at all

Another reason

Another reason History in Print-media:

The traditional way of digitalization in publishing houses:Print internet, not internet print--> In volume little exportable data print web

Complexity of the publishers-orientated software

No external access for the input of an event-manger-> Software is only designed for the use within the publishing-house

AND:

Internetmedia have no sold online-edition=> Print-business-idea (newspaper) makes no sense for event-management; you can‘t just copy it

Another reason History in Print-media:

In addition to that

The media is not exchanging their data with each others as they are in competiton-situation

As a small media company you won‘t make any profit when you buy your event-data from external

Public-relation-agenciesare not that much into online so far(Offers and personal capacity for Digitalisation, acceptance of the customers)

Idea and Concept of Frankentipps.de

• One place which connects all three perspectives

• An online solution which is professional, powerfull, far reaching as well as time-saving

• For ticketing service ONLINE and OFFLINE and events with FREE admission

„Reduce the costs for advertisement while using the internet to its fullest“

• Innovative Media-Cooperation-concept• Convincing offer for its users

Our main goals are:

-> Ideal digitalisation of data-> Stable business concept-> Professionalization of online event-advertisement

Idea and Concept of Frankentipps.de

Development

September 2004:• Presentation of the idea within the company• Development of a business-plan• Naming, trademark the idea• Development of the own procedure Backend: Login-Area for Event-manager Frontend: Web-Layout• Implementation of new ideas• Development of a marketing-strategy, Beginning of Pre-Marketing

May 2005: Launch of Frankentipps.de!

Result: The Frankentipps.de-Idea

event-manager

login-area for event-managerpowerful admin-sector digitalisation of datas

Frankentipps.de

News-paper

City-Guide

WWWPortal

RSS/Press-coverage

web-calendar templatefor own website

own (direct!)online-ticketing

automated transmission

mobile web calendar + mobile tagging

Main difference:Event-Manager pays a fee for the digitalization and online-distribution (Marketing) of his data.

-> No free of charge-input results in -> more output!

Result: The Frankentipps.de-Idea

+ ideal digitalization of data!

+ guaranteed (independent) publication of all datas: 1:1, not-shortened! + immediately online!

event-manager

login-area for event-managerpowerful admin-sector digitalisation of datas

Frankentipps.de

News-paper

City-Guide

WWWPortal

RSS/Press-coverage

web-calendar templatefor own website

own (direct!)online-ticketing

automated transmission

mobile web calendar + mobile tagging

Result: The Frankentipps.de-Idea

+ excellent utilisation „Networking“ = Multiplication!

+ fast + far-reaching!

+ changes/ complementation at all time and online immediately!

event-manager

login-area for event-managerpowerful admin-sector digitalisation of datas

Frankentipps.de

News-paper

City-Guide

WWWPortal

RSS/Press-coverage

web-calendar templatefor own website

own (direct!)online-ticketing

automated transmission

mobile web calendar + mobile tagging

Result

• professional utilisation of the internet even for small event-managers (local theaters, clubs,…)

• High-developed Supllies for users + lots of services + no additional adds on the websites

• Gap in the market

• Germanwide unique

Event-manager account with registrationFor every single event it costs 20 Cent to go online! no additional costs! All services included!

• Credit account with no risks

• There is no minimum of credit on your account neccessary, no base fee (direct debit, PrePaid, Billing)

• receipts/bills with reported taxes

• Money-back guarantee after closing account

Handling-perspective event-manager special developed for event advertisement

e.g. periodical, regular or unregular event-dates

Simple + time-saving solution!

• Periodical solutions can be merged with just a click!(e.g. adress of location, URL, advance sale informations)

Handling-perspective event-manager

• optional!• Individual seating plans• pricings & rebates/discounts• print@home or shipping of own tickets (order-solution)• Barcode-based Ticketing• admittance-control-Software• Administration, CRM

Professional Ticketing-System

The concept allows very flexible handling!

• advertisment Offline-Ticketstores, Ticket-Hotlines and/or• linking own existing ticketingsystem or• linking other ticketing-provider or• usage of the Frankentipps.de ticketing-solution print@home or ordersystem to ship own tickets

Ticketing / advance sale

Automatical complementations

• mapping route to event• printer friendly version• recommendation-button• reminder• contact-button• social bookmarking

-> all features can easy be used on own / another website!

• Own Event calendar!

• XML / RSS (Press-coverage) / Widgets• Mobile calendar version with QR-Code for mobile tagging

www.veranstalter.de/mobil

All data are automatically search engine optimized (e.g. google.com, yahoo.com,…)

Direct submissions with Google Sitemaps!

Multiplication! Transmitting to a media-partner network (Web, Web 2.0, social networks, print-publisher)

• Changes, Complementations with just a click; (changes are immediately forwarded to all media-partners)• Statistics are online immediately as an email-report (including tipps+hints for optimizing)

= fast, high reaching, local and subregional

Over 4 million people: Frankentipps.de is connecting the region!

„Frankentipps is not aiming for being the portal with the most events online,

Frankentipps is aiming for reaching the most visitors for one event.“

Strategy

150.000 user 5.000+ events

500 events

Concentration on ad, circulation, coverage not on events

Concentration on events, no adsMore attention for a event = higher pro rata

regular concepts

Frankentipps.de

150.000 user

Frankentipps.de offers

+ an optimal, time-saving handling with event-data

+ an enormous fast and far-reaching marketing

+ an excellent support

= administration + advertisement + ticketing in one solution!

Pros for user

-> Events only – no adds!

-> High quality of delivered information

-> Far-reaching supply

Pros for user

-> Local and subregional supply

-> Many features and services

-> Newsletter without adds

-> Mobile website: www.frankentipps.de/mobil

Pros for media-partnere.g. Cityguide hugo!

-> Additional content

-> not branded content

-> High Quality

-> Local and subregional supply

Pros for media-partnere.g. Cityguide hugo!

-> Immediately data-exchange

-> No running-costs for data- reserach/digitalization

-> Export from online to print

-> No investments, turnover

-> A cost-efficient solution

Pros for artist

-> event-manager has got an excellent solution for online- marketing

Events are published quick and far-reaching

Further use of published events (e.g. linking, web-napping)

Artists doesn‘t need to be involved in Online-marketing

Development

Over 1.300 registered event-managersOver 60 media partners

180.000 users per month, in total more than 350.000 by media-network800 GB Traffic on 3 servers

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unique visitors

In preparation • Multilingualism (e.g. Czech)

Frankentipps.de:

• A supplier-solution, not just a medium

• cheap and succesfull event advertising solution

• A stable business plan, no free-of-charge service

• A cooperation-model (internet-portal print publisher) that is considered exemplary

= growth and investitions in service, quality and coverage

The Internet…

Medium Number 1 for information and searching

Key medium and biggest communication revolution in our time

Media structural changeMedia usage, possibilities and press work changes

The digitalisation and distribution of data is a main topic

The assignment for human ressources in internet-jobs (e.g. data care / servicing on web-media) is gaining

more and more importance

Is the email-newsletter, the leaflet, the poster or the add in the paper enough for the future?

NO.

Others will become faster with online-marketing !

Financial crisis!

Budgets + Sponsoring is shortened, canceled!

Internet enables extensive economies!

Take a chance!

Thank you very much for your attention!