1. THE AFTERGLOW EFFECT
Create Customer Relationships That Last
Western Fairs Association
Convention & Trade Show
January 14, 2015

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FOLLOW ALONG!
#WFAElevate15
bit.ly/RockWFA

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WHAT WAKES
YOU UP IN THE
MORNING?

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HERE’S WHAT
WAKES US UP.

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WE HAVE
QUESTIONS.

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YOU HAVE
ANSWERS.

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5 THINGS TO DO
AFTER YOUR
EVENT

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#1
OPTIMIZE
SEARCH

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1. IMPROVE SEO (on DESKTOP)
50%
of website traffic
comes from
organic
searches

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1. IMPROVE SEO (… and on MOBILE)
50%
of website traffic
comes from
organic
searches

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#2
OPTIMIZE YOUR
WEBSITE

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2. UPDATE INFO & CAPTURE EMAILS
2.5x
1-click forms gather
more organic sign-
ups than
text links

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2. OPTIMIZE FOR MOBILE
30%+
site visits occur on
mobile devices

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2. GIVE THE PEOPLE WHAT THEY WANT
Converted
11%
of visitors into new
email subscribers

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#3
ASK YOUR
CUSTOMERS HOW
YOU DID

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3. SEND A THANK YOU EMAIL
2x
the email opens
6x
the click rates

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3. CONDUCT A SURVEY

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3. CONDUCT A SURVEY

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3. CONDUCT A SURVEY

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#4
UPDATE
SOCIAL

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4. KEEP THE CONVERSATION GOING

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4. LOOK FORWARD TO NEXT YEAR

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4. BUILD YOUR DATABASE
The average
online ticket
order:
2.7
tickets

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#5
SHOW
SPONSORS
LOVE

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5. INCLUDE THANK YOU MESSAGING
One fair
client
generated
160,000+
email opens
in the last year

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5. CREATE A RECAP DECK
Show sponsors
actionable data,
for instance:
one email
address is worth
$12

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A Quick Case Study: Homestead-Miami Speedway

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A Quick Case Study: Allegan County Fair
THE GOAL
Maintain engagement after the
event while continuing to capture
email addresses and generate
interest for 2015.
WHAT WE DID
Implemented 2015 dates and
thank you messaging on all
channels, while keeping the
conversation going on social.
THE RESULTS
• 3x the engagement rate of
regular emails.
• 20%+ increase in YOY site
visits and pageviews.

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1. OPTIMIZE SEARCH RESULTS
2. UPDATE WEBSITE (DESKTOP + MOBILE)
3. ASK FANS FOR FEEDBACK
4. MAINTAIN ENGAGEMENT ON SOCIAL
5. INCREASE SPONSORSHIP VALUE
OVERVIEW: 5 THINGS TO DO POST-EVENT

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Questions?
www.slideshare.net/etixworld

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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
OTHER WAYS TO GET STARTED TODAY

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BONUS: DIGITAL AUDIT

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BUT WAIT.
THERE’S MORE…

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www.slideshare.net/etixworld

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DO YOU KNOW PAUL?

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JOE KUSTELSKI
joe.kustelski@etix.com
615-772-6196
@rhpartners
NEXT STEPS? CASE STUDIES? LET’S TALK!
AMANDA SEVERS
amanda@rockhousepartners.com
434-953-8668
www.slideshare.net/etixworld
@etix_world