IAVM 2014-Top 10 Online Tips to Get Butts in Seats

1. Kendra Wright| Saffire Events
BUTTS IN SEATS!
TOP 10 ONLINE TIPS TO GET

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3. HISTORY

4. Over 120 Events, Venues & Destinations trust Saffire!

9. MOST IMPORTANT FOR BUTTS

10. YOUR BRAND
YOUR LAND?

11. INCREMENTAL REVENUE

12. EVERY PART
Your online presence affects
of your marketing strategy.

13. THE SAD TRUTH
40-60% of the people who visit your website will
only visit the homepage before leaving your website.
98% of anonymous online prospects enter a website
looking for something, yet still leave anonymous.

14. GREAT HOMEPAGE CHECKLIST
• Clear navigation
• Relevant content
• Calls to action
• Good search
• Fast load
• Clean layout
• Compelling imagery
• Interactivity

15. LAYOUT
Clean
1

17. THE GOOD

19. COMPARE&
CONTRAST

21. TO USERS:

22. THE CAPITAL “F”

23. Imagery
Compelling
2

24. WHAT IS A WEB WITHOUT IMAGERY?

33. GREAT IMAGERY
Clearly
is key.

34. EVER TAKEN
10% of photos
were taken in the last 12 months.

35. Interactivity
Enticing
3

36. 2INTERACTIVITY

38. VISITED
WHAT’S THE MOST
BESIDES HOMEPAGE?

39. EVENT SCHEDULE

40. PHOTO INTERACTIVITY

41. PHOTO UPLOADS

42. 12 TIMES
Video watchers are
more likely to purchase.

43. VIDEOS NEAR BUYING OPPS

44. GIVE AWAY FREE STUFF
BOOTH #2244

45. Interactivity
The Ultimate
4

46. TICKETS
DO YOU SELL
ONLINE?

47. GET TICKETS HERE BUY TICKETS TICKETS & DEALS
WHICH DOOR WOULD YOU CLICK?
1 2 3

48. BUTTON NAMES

49. STEAL OF A DEAL
• Bundle tickets together for one show.
• Family 5-pack

50. BUNDLE TICKETS
One big show with three smaller ones

51. ADD COUNTDOWN TO TIX

52. Content
Managing Your
5

53. IS THIS HOW YOU MANAGE YOURS?
YOU MUST BE IN CONTROL
OF YOUR WEBSITE CONTENT.

54. MANAGE YOUR CONTENT

55. …BUT ALSO HERE…

56. …AND HERE!

57. MOBILE
Great
6
Presence

58. MOBILE
How many have a
optimized website?

59. Really Old Days
Fairly Old Days
Now

60. SOFA
MAXIMIZEthe

61. MOBILE PURCHASE

62. DON’T FORGET TABLET!

63. Email
7
Strategy

64. EMAIL
How many of you
your customers?

65. MOST PREDICTAVE OF A SALE

66. EVEN ON MOBILE

67. ANATOMY OF SUCCESS
Big Email List
Lots Opened
Lots Clicked
$$$

68. Get a big email LIST
Get started, and keep it going

69. EMAIL SIGNUP ON ALL PAGES

70. Get lots of OPENS
Good subject line + Sent atright time

71. SUBJECT LINE BEST PRACTICES
• Subject recognizable
• Action words
• Not too spammy
• Also From name

72. Get lots of CLICKS
Good content & images

73. DON’T TELLTHE WHOLE STORY

74. WHY GET THEM TO YOUR SITE?

75. CONSIDER A PYRAMID
one main
story
two smaller
features
TEST AGAINST
EACH OTHER
two smaller
features

76. SOCIAL
8
Strategy

77. ADVERTISE
How many of you
on Facebook?

78. FOCUS ON FACEBOOK
Free Facebook is Dwindling.
BUT YOUMAYHAVE HEARD…

79. THE OLD WORLD

80. THE NEW WORLD
In September, Facebook made a change to its algorithm, drastically
reducing the reach of business posts.
In December, they did it again.
Now an estimated only 3% of your followers will see your posts if you
don’t advertise.
If you are posting, you must “pay to play.”

81. WHY?
USER EXPERIENCE
& CA$H

82. NEW FACEBOOK STRATEGIES
1. Re-evaluate your Facebook investment.
2. Optimize posts for sharing.
3. Engage your fans elsewhere.
4. Pay up. (cheap… for now)

83. FACEBOOK AD TARGETING
• Your Facebook followers & (potentially) their friends
• Your email list & (potentially) “look-alikes”
• People who went to your website
• People who are interested in related organizations

84. HOW FAR DOES YOUR MONEY GO?

85. TESTING,
9
Testing…

86. GOOGLE HEAT MAP
GO TO: BEHAVIOR>IN-PAGE ANALYTICS>SHOW COLOR

88. FACEBOOK ADS
With your emails and social media, it has never been cheaper or
easier to see what gets results.

89. EMAIL LAYOUT & CONTENT

90. THEN APPLY EVERYWHERE!

91. PUT IT HERE

92. …AND HERE

93. AND MOST IMPORTANTLY…

94. ORGANIZED
10
Get

95. EDITORIAL CALENDAR

96. www.SaffireEvents.com/calendar

97. ONLINE + YOU

98. Don’t forget to drop off your
business cards.

99. FREE ONLINE MARKETING TIPS
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