trends in online marketing - mo
TRANSCRIPT
TRENDS IN
ONLINE MARKETING
KENDRA WRIGHT
SIT BACK AND RELAX
Give me your business card at the
end;
We’ll send you our slides
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%
INTERNET WINS POPULARITY CONTEST
A STEP FURTHER
Source: Morgan Stanley Research
ARE YOU FOLLOWING
THESE TRENDS?
ARE YOUR CUSTOMERS?
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
HISTORY
SAFFIRE CLIENTS
SAFFIRE CLIENTS
PALAMINO FEST
SAFFIRE ASSOCIATION PARTNERS
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
YOUR WEBSITE
HOW DO YOU MANAGE YOUR SITE?
YOUR WEB GUY
YOUR WEB GUY
YOUR WEB GUY
THE GOAL
You must be able to
market your event on your website
in real time.
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.
besides your homepage, where do
people go on your website?
(do you know?)
MAKE EVENT PAGES INTERACTIVE
MAKE EVENT PAGES INTERACTIVE
MAKE EVENT PAGES INTERACTIVE
MAXIMIZE SOCIAL MEDIAFacebook or Tweet your EVENT
MAXIMIZE SOCIAL MEDIAFacebook/Tweet an event EVENT/FEATURE
MAXIMIZE SOCIAL MEDIAFacebook or Tweet a PHOTO of an event/feature
WHY DO ECOMMERCE?
ECOMMERCE=INSURANCE POLICY
ECOMMERCE=INCREMENTAL REVENUE
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.
ANALYTICS
GOOGLE ANALYTICS
4 IMPORTANT THINGS TO WATCH
• Low visits? Improve SEO or online marketing of your site
site visits
4 IMPORTANT THINGS TO WATCH
• High bounce rate? Improve your homepage
bounce rate
4 IMPORTANT THINGS TO WATCH
• Not enough action? Make your website more compelling (good rate: 2%)
actions/ conversion
rate
4 IMPORTANT THINGS TO WATCH
• Low time? Add interactivity and other “stickiness”
time on site
TRGETING TRENDS
what is the fastest growing website
of all time?
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.
50% of all web content is…
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.
MOVING MOBILE
MOBILE
APP OR MOBILE SITE?
Android46%
Apple iPhone30%
BlackBerry24%
0%
APP OR MOBILE SITE?
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.
THE PERFECT STORM
WHAT LEADS TO MOBILE PURCHASE?
EMAIL MARKETING
Who are we
going to email?
IF STARTING FROM SCRATCH, GET GOING!• Outlook contacts
• Volunteers
• Sponsors
• Vendors
• Performers
• Past purchasers
• Etc.
EMAIL SIGNUPS ON EVERY PAGE
What will we say?
CONSIDER A PYRAMID
one main story
two smaller features
TEST AGAINST
EACH OTHER
two smaller features
WHAT WILL WE SAY?
don’t tell the whole story.
goal: CLICKS!
Good content
leads to CLICKS.
But a good subject line
sent at right time
leads to OPENS!
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.
REAL-TIME MARKETING TOOLS
YOUTUBE
MOBILE WEBSITE MANAGEMENT
MOBILE WEBSITE MANAGEMENT
MOBILE WEBSITE MANAGEMENT
MAKE A GAME PLAN
WHAT WILL YOU SAY?
1. determine your
target audiences
WHAT WILL YOU SAY?
2. get your team together -
make sure to include all
audiences
WHAT WILL YOU SAY?
3. brainstorm all the reasons
people come to your event
WHAT WILL YOU SAY?
4. come up with topics
for all these reasons
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
WHERE WILL YOU SAY IT?Website
Flickr
YouTube
Blog
CREATE AN EDITORIAL CALENDAR
SPECIFIC IDEAS
Ask questions
that get people talking
about themselves
in relation to your event
A DEEP THOUGHT…
• 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
BULLS EYELeave your business card, and
we’ll send:
• These slides
• The Editorial Calendar template
• A free subscription to The Dirt
• Invitation to ongoing educational webinars