IAFE Zone 3/6 - New Digital Priorities: Trends in Digital Marketing

2. Share your card at the end.
I’ll send you the slides.

3. SAFFIRE PARTNERS WITH
HUNDREDS OF EVENTS, VENUES
DESTINATIONS & ASSOCIATIONS
WITH A SIMPLE, INTEGRATED
WEBSITE AND TICKETING
PLATFORM.

4. and a 99% retention rate.

16. Up to
are coming from mobile.

18. Ensure all your content is designed for all screen sizes, not just
desktop (sometimes called “responsive design”)
• Google penalizes websites that aren’t mobile-friendly

20. What’s so important about

21. YOUR BRAND
YOUR LAND?

22. Your homepage is to get the interview…

24. one big
story
smaller
features
smaller
features
smaller
features

25. THE GOOD

40. Video watchers are
more likely to purchase.

45. • Make them quick and fun
• Get a $20 external microphone
• Use a (little) tripod
• Content with testimonials, fun tutorials, interesting stories
• YOU HAVE SO MUCH MATERIAL!

47. The Family Tree
Facebook
Instagram
Google
YouTube

48. The Family Tree
Facebook
Instagram
Google
YouTube

49. • Search-oriented
• 2nd largest search engine
• Lower organic reach
• Feed-oriented
• World’s largest social network
• Higher organic reach
VIDEO IS IMPORTANT FOR BOTH!

52. • Appear on Google Display Network & YouTube
• Lots of targeting – age, gender, location, interests, etc.
• Video is causing mobile ad spending to surpass desktop ad spending in 2016

54. Social referrals now outnumber search referrals.
And guess which social networkis dominating?
FACEBOOK
Facebook users account for 79% of all social referrals,
accounting for 24% of ALL time users spend on mobile.

56. If you know who your audience is,
APPEAL to THEM.

57. WHAT
• What do
you want to
promote or
share?
WHO
• Who will
likely be
interested?
WHY
• What will get them
there? What senses can
you engage?
HOW
• How do they redeem?
Explainit well!

58. ANATOMY OF A FACEBOOK POST
• It has a human tone
• Compelling image or video
• Separated messages (no long paragraphs)
• Call to action word in all CAPS.
• Don’t be scared of exclamationpoints!!

62. How many of you
on Facebook?

63. WWW.FACEBOOK.COM/BUSINESS

66. This is great for

68. Take it a step further
• People who LOOK LIKE email list or website visitors
• People who LOOK LIKE your Facebookfans

69. 181 MILLION 117 MILLION

70. PEOPLE TRAVELING TO LOCATION
Narrow your audience to people TRAVELING in a location!

72. • Post photos andvideos that show the “lifestyle” of your organization
• Captions are key!
• Use hashtags and location tags!
• Feed Instagram posts into YouTube, Facebook, etc.

73. • Ask people to upload photos with your hashtag
• Havea Selfie contest – a scavenger hunt to win something!
• Have people Share to enter!
• Better than Twitter- NO CHARACTER LIMIT
• Better than Facebook- NOT AS MANY RESTRICTIONS

74. NOW INTEGRATED WITH FACEBOOK!

75. • Weather
• Vanishing points
• Blue (bad on Facebook)
• Reflecting water (could be mud puddle – most popular)
• “Right Now” in a location

76. • Start with LIVE PERISCOPE video, and repurpose for other social
• Show & tell
• Behind thescenes
• Talk directly to your people (invite and/or tweet them)

79. FOR TWITTER TOPICS, USE TWITONOMY

81. How many of you
your prospects?

82. Please don’t forget about

84. EMAIL SIGNUP ON ALL PAGES

87. Text blasts get
compared to 22% for Emails
…in the first 3 minutes!

89. • Texting signups will be your Crème de la crème
• The fastest way to get butts in seats
• Appeal to “insiders” – Announce to them first!
• Start it now, even if you don’t plan to use it for awhile

92. Isn’t
old news?

94. • You can’t increase sales online if they pay MORE with online fees!
• Go back to the 80% rule
• You can offer bigger discount because some won’t show
• Consider raising your gate fees, to incentivize getting better deal online
• One client sells gate tickets for 2x online fees, and they sell 70-80% in advance!

95. Nine is the magic number!
• $39 deals will outperform $34 deals!
Make sure your commerce is mobile
• Many think mobile commerce will overtake desktop in 2016
Include “flash sales”
• Deals of the day to keep people coming… and buying!
Don’t forget to do sales-specific promotions (early bird, last chance, SAVE, etc.)

96. • Appeals to rich AND millennials
• Makes individual tickets seem like
BARGAINS!
• Brainstorm offerings!
• Backstage tours
• Exclusive meet & greets
• Pre-event sneak peeks
• Private clubs/restrooms

98. Start with blog or
website content
Turn into email.
Headline=Subject
Image
Short text
Link
Post on Facebook
150 characters
Image
Link
#
Post to Instagram
100-120 chars
Image
Link
#
Reuse best images on
Pinterest &/or
Twitter
Reuse videos on
YouTube &/or
Instagra

99. CONNECT PLATFORMS WITH IFTTT.COM
IF you post to Instagram,
THEN it can automatically post to Facebook, Twitter, Google+ & LinkedIn.
OR automaticallypost to BufferApp, which includes those things.

101. www.saffirecom/calendar

103. • Really awesomeonline photo editing tool
• Can add text to photos
• Choose from lots of layout templates
• Now Canva for Work

105. Kendra@Saffire.com
@teamsaffire