This document discusses strategies for using online marketing to grow event revenue. It recommends tracking key website analytics metrics like mobile usage, unique visitors, referrals, and exit pages. Social analytics for platforms like Facebook, Twitter, Instagram and Snapchat can provide insights. Experiential marketing techniques that encourage sharing on social media are suggested, such as contests, photo opportunities, apps, video, and sponsor promotions. VIP experiences can make attendees feel special and inspire them to post about the event.

1. Cassie Roberts & Jessica Bybee-Dziedzic
Saffire
BYOD Bring Your Own Device
Grow Event Revenue With
Online Marketing
Part 3

2. ONLINE MARKETING
Cassie Roberts & Jessica Bybee-Dziedzic
GROW EVENT REVENUE WITH

10. PRINT-AT-HOME TICKETS

11. ADVANCE TICKETS

12. SCANNING PRE-SOLD TICKETS

13. OR SELL AT THE GATE

14. WE’LL SEND THE SLIDES IF YOU LEAVE
YOUR BUSINESS CARD!

15. Analytics

16. YOU’RE NOT
MARKETING!
If you’re
not measuring,

17. Agenda
1. Website Analytics
2. Social Analytics
3. Marketing From Your Grounds

18. Website Analytics

20. The Search

21. FIVEKEY METRICS YOU MAY
NOT BE WATCHING

22. Mobile First

23. Mobile Usage

24. GOOGLE LOVES MOBILE

25. 78.3% Devices

26. 67.1% Devices

27. Audience>Mobile>Devices

28. ACTION: Check Mobile Landing Pages
• Visit pages on your website people frequent from mobile
• Make sure they are:
• Easy to navigate
• Optimized for mobile (fast-loading)
• Sparse on text, or use small text blurbs

29. Unique Visitors

30. Audience>Active Users

31. ACTION: Track Net Active Users
• Over consecutive 30 day periods, are my active users increasing or
decreasing?
• What is going on when they increase & how can we do more of it?
• Keep tabs on your actual audience size-this is good for sponsors!

32. Referrals

33. Acquisition>All Traffic>Referrals

34. • Social media/
WOM/OfflineAWARENESS
• Social media/
emailINTEREST
• Email/
websiteDESIRE
• Website & PurchaseACTION

35. ACTION: Measure Marketing Channels
• Ask yourself: Where are people on your website coming from?
• Use this knowledge to gauge your marketing efforts
• Additional partnership opportunities!

36. Exit Pages

37. Behavior>Content>Exit Pages

39. ACTION: Change Your Exit Pages
• Add good links back to your homepage or
tickets page
• Add some photos/videos/other actionable items!

40. % of Visitors on Product Pages

41. Behavior>Site Content>All Pages

43. ACTION: Get Visitors to Buy
• Use what we learned about CTA Buttons in Part 1 to drive traffic to
your pages
• Actionable words
• Colors that increase sales
• Improve navigation menus

44. Social Analytics

45. Facebook Analytics

46. What Device?

47. Demographic Data

49. Cost Per Result of Ad

50. Twitter Analytics

52. Impressions

53. Twitter Cards

54. Twazzup

56. Instagram Analytics

61. Instagram Story Analytics

62. More Instagram Analytics Tools
• Simply Measured – robust social analytics tool that includes
Instagram among many other social tools
• Iconosquare – go-to tool for anything Instagram, including
contests, management tools and analytics
• Sprout Social – detailed information on Instagram analytics

63. Snapchat Analytics

64. Snapchat Geofilter Analytics

65. More Snapchat Analytics Tools
To learn about Total Unique Views, Total Story Completions, Completion
Rates, Screenshots, etc., check out:
• Snapalytics
• Delmondo

66. Marketing From Your Grounds

67. EXPERIENTIAL
WHAT IS
MARKETING?

68. Start Big: Dream the Dream

69. CONTESTS

70. Enter for a Chance to Win
• Encourages the most posts in exchange for one large prize
• Can reward users for using a specific hashtag or for checking in at
specific locations
• Turn your sweepstakes into a “Scavenger Hunt” by including numerous
check-in locations around your event

73. BEST POST WINS
• May result in fewer submissions, but higher
quality
• One large prize for many participants
• Choose what’s best for you, larger reach or better
quality photo

75. PHOTO OPPS

76. Photo Sharing - Banner

77. #youreventname

78. Photo Sharing - Booth

79. Photo Sharing - Frame

80. Austin City Limits

81. The Line

82. On Google

83. On Social

84. APPS

85. Beacons
• Send push notifications when
customers are in a certain
location

86. Allowing Push Notifications

88. VIDEO

89. VIDEOIS OFTEN THE MOST AUTHENTIC WAY TO DOCUMENT AN EXPERIENCE

90. Video on Your Grounds
• Use Vertical Videos
• Big brands, like AT&T & NBC have noticed an 80% increase in ad
completion when videos are vertical
• Snapchat users watch 10 Billion videos daily – mostly vertical
• YouTube recently updated its interface to allow for full-screen play
of vertical videos

91. EX: Facebook Live Lounge

92. EX: Facebook Live Giveaways

93. SPONSOR PROMOTION

94. REAL TIME PROMOTION
During Your Event
• Social posts to promote your sponsors
• 1st 100 fans that go to sponsor’s booth
to receive a prize

95. VIP EXPERIENCE

96. Make People Feel Special
They’ll post about you in return!

97. VIP EXPERIENCE
• Backstage tours
• Exclusive meet & greets
• Pre-event sneak peeks
• Private clubs/restrooms

98. VIP SEATING/BOX SEATS

99. USE AS GIVEAWAYS/OFFER CHEAP
NOT ALL ABOUT THE $$$

100. POWER OF POSTING
REMEMBER THE

101. More Free Online Marketing Tips!
Website www.saffire.com
The Amplifier www.saffire.com/podcast
Facebook Saffire
Twitter @SaffireLLC
Instagram saffirellc
Pinterest saffireevents
YouTube saffirestudio
Questions?

102. THANK YOU!
Cassie Roberts & Jessica Bybee-Dziedzic
cassie@saffire.com
jessica@saffire.com
www.saffire.com