Complete Presentation by Kendra Wright and Cassie Roberts

1. Kendra Wright & Cassie Roberts
Saffire Events
BYOD: Grow Event
Revenue with
Online Marketing

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Kendra Wright| Cassie
BYOD:
GROW
EVENTWITH ONLINE
MARKETING

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Give us your business
card at the end;
GET OUT
YOUR

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HISTORY

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EVENT
PORTFOLIO
Rodeo Austin
South Texas
State Fair
Rodeo Belton/ 4th
of July
Celebration
Brazos Valley Fair
Heart O' Texas
Fair & Rodeo
Amarillo Tri-State
Fair
Fort Bend County
Fair
Central Texas
State Fair
Comal County
Fair
Okeechobee
County Fair
Texas State Forest
Festival
American Royal
Colorado State
Fair
Napa County Fair
Dodge City Round
Up
Brazoria County
Fair
San Angelo
Rogers County
Fair
Greater Baton
Rouge State Fair
Central States
Black Hills Stock
Show/Rodeo
Los Fresnos
Delaware State
Fair
Sangamon
County Fair
East Texas
Park of East
Texas
Laramie
County Fair
Benton-
Franklin Fair
Carroll County
Fair
Pendleton
Round-Up
Pony Express
Days
Arizona
National
Livestock Show
Fiesta San Antonio
Glenn County Fair
State Fair of
Louisiana
Four States Fair
Montgomery County
Fair
Agricultural Learning
Center
Grant County Fair
North Texas State
Fair
Rooftop Rodeo
West End Fair
Crabtree
Amusements
Trinity Valley
Exposition
Brackenridge

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PALAMINO
FEST

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PALAMINO
FEST

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SAFFIRE
ASSOCIATION
PARTNERS

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OUR GOAL
To get people excited
to come to festivals
&
To keep you sane
in the process.

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CAN‘T GET
ENOUGH
SAFFIRE?
This is a 3-Part Series
Next: Facebook
Last: Online Marketing
Measurement

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HOW DO YOU
SPEND
MARKETING
RESOURCES?

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HOW DO
PEOPLE
HEAR ABOUT
YOUR

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IF YOU
MAPPED
THEM, WOUL
D THEY SPENT
RESULTS
0
1
2
3
4
5
Online
Newspaper
Radio
Television
Outdoor

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INTERNET WINS
POPULARITY
CONTEST

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MOBILE
FOLLOWS SUIT
Source: Morgan Stanley Research

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ARE YOU FOLLOWING
THESE TRENDS?
ARE YOUR CUSTOMERS?

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OUR AGENDA
TODAY1. Prioritize how to make your website better
• Improving your event imagery
• Improving your online revenue
2. The latest trends and what to do about them
3. Maximize your mobile presence
4. How to make more money with email

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1
YOU
RWEB
SITE

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OUTSOURCE
How many of
you
some part of
your website?

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HOW DO YOU
MANAGE YOUR
SITE?

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YOUR WEB
GUY

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THE BOTTOM
LINE
You must be able to
market your event on your
website in real time.

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WHY IT‘S
IMPORTANT
98% of anonymous online
prospects enter a website
looking for something, yet
still leave anonymous.

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EVEN MORE
DEPRESSING
40-60% of the people who
visit your website will only
visit the homepage before
leaving your website.

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YOU CAN HELP
THIS!• Clear navigation
• Interactivity
• Relevant content
• Calls to action
• Good search
• Fast load
• Clean layout
• Compelling
imagery

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FACTORS
The most
important

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LAYOUT
Clean

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HOW TO GET THERE
EVENT DATES
HOW TO GET
TICKETS

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Imagery
Compelling

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HERE‘S HOW THEY
WORK TOGETHER
IMAGES
LAYOUT

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Besides your
homepage, where do
people go on your
website?
Do you
know?

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MAKE EVENT
PAGES
INTERACTIVE

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MAKE EVENT
PAGES
INTERACTIVE

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MAKE EVENT
PAGES
INTERACTIVE

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HIGHLIGHT EVENT
COMPONENTS

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MAXIMIZE
VIRAL SHARING
1. Event sharing. 2. Component sharing.
3. PHOTO SHARING.

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SELL
How many of
you
online?

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WHY DO
ECOMMERCE?

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ECOMMERCE=INSU
RANCE POLICY

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ECOMMERCE=INCR
EMENTAL REVENUE

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DETERMINING
PRICE: 80/20Online ticket redemption is approximately
80%
Consider 20% discount
You could break even

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HOW TO SELL
MORE NOW

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MAKE TIX EASY
TO FIND

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MAKE TIX EASY
TO FIND

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INTEGRATED
DESIGN & FEWER
CLICKS

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2
TARG
ETIN
G
TRE
NDS

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MOMS?
Do you
marke
t to

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PINTEREST

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PINTEREST

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YOUNG?
Is your
audie
nce

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Instagram
Incorporate

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Mainly
MOBILE
Known for
image
DOCTO
RINGTrends
YOUNG
ER

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TEXT
MARKETINGYour customers are texting.
Consider joining the conversation.
Judiciously text deals and special
announcements.
RELEVANCY BAR IS HIGH!SAFFIRE RECOMMENDATION
Offer people the opportunity to sign
up for text,
even if you don‘t know what you‘ll do

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BROAD?
Is your
audie
nce

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YOUTUBE
Customers exposed to
videos are 437%
more likely to engage in
your brand.
Engagement =
SAFFIRE RECOMMENDATION
Make your videos raw and not too
produced
to help customers identify with

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3
MOVI
NGMOBI
LE

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MOBILE
Do you feel
good about
your
Strategy?

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MOBILE

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IMPORTANT
FOR SANITY
Single Source
Content
Management

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Really Old
Days
Fairly Old Days
Now

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SOFA
MAXI
MIZE
the

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APP OR MOBILE
SITE?
Android
46%
Apple iPhone
30%
BlackBerry
24%
0%

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APP OR MOBILE
SITE?

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IMPORTANCE
FOR REVENUECustomers increasingly use
mobile search to shop.
95% of all mobile searches are
for local products and
services.
61% of all local searches result

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1 2 $$
$Local Mobile

Mobile
SEA
RC
PURC
HAS
SUC
CES
+ =
The One-Two Punc

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WHAT LEADS TO
MOBILE
PURCHASE?

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4
EMAIL
MARK
ETING

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EMAIL
How many of
you
your
customers?

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ANATOMY OF
SUCCESSBig Email
List
Lots
Opened
Lots
Clicked
$$$

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Get a big email
LISTGet started, and keep it
going

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GET A BIG
EMAIL LISTOutlook contacts
Board of Directors
Volunteers
Sponsors
Exhibitors
Past Purchasers
Etc.

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EMAIL SIGNUP ON
ALL PAGES

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ONGOING -
ONLINEWhen people share an event photo
When they complete an online form
When they PURCHASE something
On Facebook, offer contests and
email signup

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ONGOING -
OFFLINEDoor prize or signup at events
Anytime they purchase something

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Get lots of
OPENSGood subject line +
Right send time

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GOOD
SUBJECT
LINES
Something RECOGNIZABLE
Action words
Not too spammy
50 characters or less

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BONUS POINTS
Turn into Tweet
120 characters, # and
shortened URL
Turn into Facebook

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HIGHEST OPEN
RATESClients who sell online
Clients with a strong brand
Sent at the right time/day
• CHANGING DRAMATICALLY
• Tuesday mid-morning, evenings (9
pm) & weekends

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Get lots of
CLICKSGood content &
images

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DON‘T TELL THE
WHOLE STORY

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Goal:Clicks to
website!

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One that makes
you click!
What makes a
good image?

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User Response
I want to buy a ticket so I can
experience that too!

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

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THE FORMULA
Headline
Image
Text (short, with links)
Call to action
e.g., ―Click here to enter now!‖
―Click here to see more photos!‖

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Encourage
Sharing!
LINKS TO
SOCIAL MEDIA

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LEAVE US
YOUR CARDWe‘ll send you:
• These slides
• A free subscription to The Dirt
online marketing newsletter
• Invitation to ongoing
educational webinars

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FREE ONLINE
MARKETING TIPSFacebook Saffire Events
Twitter @SaffireEvents
Instagram saffireevents
Pinterest saffireevents
YouTube saffirestudio
Questions?

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By: Cassie
BYOD:
GROW
EVENT

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FACEBOOK

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I know what you‘re
thinking…

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KING
is
of social media.

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YOU KNOW
THE STATS• Over 1 BILLION monthly
active users
• One in every seven humans
on earth is active on
Facebook
• 461 Million users are on
Facebook mobile

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$174
You make
an estimated
per Facebook like.

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21%
After seeing
an item on Pinterest
make a purchase.

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1000
A FREE piece
of pie for
Instagram followers

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What?

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1 2 3
Find
‗em:
Get
‗em:
Keep
‗em:
Ads Like
s
Enga
ge
AGENDA

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CASE
STUDY
Using a
of…

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THEY RAN A
HUGE
FACEBOOK

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Likes went from
3757
to
8140
in about a month

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98,901POPULATI
ON
TYLER, TE
XAS
213,3
81
POPULATION
SMITH
COUNTY
240,FAIR
ATTENDANCE

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1
Part
ON
E

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1 2 3
Find
‗em:
Get
‗em:
Keep
‗em:
Ads Like
s
Enga
ge
AGENDA

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Only 30% of content on news
feed is from brands
Only about 16% of your fans
see your posts

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HOW DOES
FACEBOOK
PICK?

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If other people
like/share/co
mment on
your post…
FACEBOO
K
SHARES

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POPULARITY
CONTEST

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LIKES
However, unless you
already have
No one will see your
posts anyway.

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THAT‘S
HARSH

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HOW DO I GET
MORE LIKES?

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FACEBOOK
ADVERTISING• Relatively inexpensive
• Can start campaigns for as little as
$5
• Many audience targeting
options
• Provides results tracking
information

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OPTIONS
Page
Ads
Promot
ed

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PAGE ADS
• Promoting your PAGE will
get more LIKES.
• This is done in two ways:
• ADS on the right hand side.
• SPONSORED STORIES, which
appear in the newsfeed when their
friend Likes (or checks in) to your

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HOW TO
MAKE AN AD

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FROM ADMIN
PANEL

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JUST A FEW
OPTIONS

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MANY MORE
OPTIONSwww.facebook.com/adve
rtising

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AUDIENCE

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COST FOR
CAMPAIGN

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EXAMPLES

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PAGE AD-
BEST
PERFORMER
• 35-64 year olds within 50 miles
• 43 clicks, 35 page likes
• $8.15-23 cents/like

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PAGE AD- 2nd
Best
• 18-35 year olds within 25 miles – 863
impressions
• 17 clicks, 13 page likes
• $2.09-16 cents/like

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VARIATIONS

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PROMOTED
POSTS• Promoting your POSTS will
get ENGAGEMENT with your
messages.
• This is also done in two
ways:
• ADS on the right hand side, which are
the same except with the message

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HOW TO
PROMOTE A
POST

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MANY MORE
OPTIONSwww.facebook.com/advertisin
g

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EXAMPLES

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PROMOTED
POST
• TOTAL REACH: 13,685
• TOTAL CLICKS 454

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PROMOTED
POST―We made it to 6,000
Facebook Fans so it's time
for a giveaway! LIKE this
status before midnight for a
chance to win 1 of 6
Unlimited Ride Armbands!

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2
Part
TW
O

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1 2 3
Find
‗em:
Get
‗em:
Keep
‗em:
Ads Like
s
Enga
ge
AGENDA

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CONTEST
S
Facebook

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THE DOS AND
DON‘TSDO
• Collect entries by
comment/likes
• Collect entries by
having users
message you
• Utilize likes as a
voting
DON‘T
• Place contests
on personal
Facebook
timeline
• Require people
to tag
themselves in

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TOP 5
CONTEST TIPS1. SET GOALS
• What are you trying to achieve? Ex:
likes, email addresses, comments, etc.
2. CONSIDER THE AUDIENCE
• Important in determining your prize
package
3. Determine the Contest Time Frame
• Remember Story Bump! Can run daily
small contests for likes & comments or

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CONTEST
TIPS, CONT.4. CREATE A PRIZE PACKAGE
• If your prize is bigger, you can ask for
more information
5. PLAN THE FUFILLMENT
• Know how quickly you can deliver and
make sure it‘s within the expiration date

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CONTESTS FOR
INTERACTION

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EXAMPLE

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CONTESTS
FOR MORE

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IFRAME IN TO
FB

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THE BIG
CONTEST

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USE FOR
EMAIL
COLLECTION
467
Entries

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LATER…
―We just drew the
name of the first
winner of the
ULTIMATE FAIR
EXPERIENCE! Are

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3
Part
THR
EE

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1 2 3
Find
‗em:
Get
‗em:
Keep
‗em:
Ads Like
s
Enga
ge
AGENDA

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WHAT DO I
POST?

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Whatever
gets action
SIMPLE ANSWER:

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Ask questions in your posts
that get people to talk about
themselves in relation to
your event.
ANOTHER DEEP
THOUGHT

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GRANDPARENT
S DAY

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TEXT
―Happy
Grandparents Day! If
you have a special
memory with your
grandparent or

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EXAMPLE
COMMENT―Playing washer pull or
draw a number. It was
something my family could
afford & it benefited a great
group. We'd win a small
plant or something & just

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Use the
Make 80% of your posts
FUN, and
20% PROMOTIONAL

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FUN POSTS

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POST FROM
MASCOT

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ADVICE POSTS
SHARED 522%

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PROMOTIONAL
POST

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PROMOTIONAL
POST―Don't miss our
CRAZY GOOD DEALS
on the Weekend Pack
and Weekend Super
Pack. The savings on

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Now. Let‘s talk
about that pie &
what else you
should post.

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www.popularpay

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HOW IT WORKS
• With 1000 Instagram
followers, Bang Bang Pie will give
you a free piece of pie
• After free dessert, users are
encouraged (not forced) to post a
picture to their Instagram.
• Other businesses are joining in. For
40,000 followers, you can get a free

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CHICAGO.
Right now Popular Pays is
only in
BUT—what can we

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DO THIS
YOURSEL
If you want…

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EXAMPLE
―Are you a
Facebook Fanatic?
LIKE our page, and
tag us in a photo
while you‘re here

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PHOTO
S
The engagement rate on
Facebook posts with
averages .37%.
WITHOUT
The engagement rate on
Facebook posts
averages .27%.

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INSTAGR
AM &
Integrate
with your
Facebook page

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

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Luckily, both
are easy!

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PINTEREST

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INSTAGRAM

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HOW OFTEN
TO POST?

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16%
Remember only
of your audience will see
your post.

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IS
INCREASI
Publishing frequency
for businesses

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SEVERAL
TIMES
You can post
about the same
topic.
(Secret: Then you don‘t have to come up with
new things to post all the time!)

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LABOR DAY
EXAMPLE

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POST ONE:
―Take advantage
of our CRAZY Labor
Day Special: Buy 2 Adult
Tickets, Get 1 Child
Ticket FREE! Offer valid

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POST TWO:
―Remember our
INCREDIBLE Labor Day
Special: Buy 2 Adult
Tickets, Get 1 Child
Ticket FREE!

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POST THREE:
―The rumors are
true, we are NOT selling
tickets at Brookshires and
Super One this year. All
pre-sale tickets are
online, but we have some

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EDITORIAL
CALENDAR
www.saffireevents.com/

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WHEN TO
POST?

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DIVIDED
It‘s a house

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EXPERIM
ENTING
to see what works
best for you.
Do some

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SCHEDULING
POSTS

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TAGGING
If you want to
use
Try using FACEBOOK
itself to schedule
posts!

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Make sure
you are
acting as
your page!

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BUFFER IS
GREAT
www.bufferapp.com

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CASSIE
ROBERTSWWW.SAFFIREEVEN
TS.COM@SAFFIRE
EVENTS
Stay Tuned for PART 3:
Measuring your Marketing

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SOURCES
http://socialmouths.com/blog/2013/05/14/facebook-ads-vs-promoted-
posts/
http://thenextweb.com/facebook/2013/08/27/facebook-eases-up-on-
brand-promotions-by-removing-third-party-app-requirement/
http://coopervision.com/practitioner/blog/facebook-advertising-
showdown-sponsored-stories-vs-promoted-posts
http://www.digitalinformationworld.com/2013/09/infographic-25-
facebook-stats-as-of.html

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Kendra Wright & Cassie Roberts
Saffire Events
BYOD: Grow Event
Revenue with
Online Marketing

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Kendra Wright| Cassie
BYOD:
GROW
EVENTWITH ONLINE
MARKETING

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Give us your business
card at the end;
GET OUT
YOUR

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HISTORY

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EVENT
PORTFOLIO
Rodeo Austin
South Texas
State Fair
Rodeo Belton/ 4th
of July
Celebration
Brazos Valley Fair
Heart O' Texas
Fair & Rodeo
Amarillo Tri-State
Fair
Fort Bend County
Fair
Central Texas
State Fair
Comal County
Fair
Okeechobee
County Fair
Texas State Forest
Festival
American Royal
Colorado State
Fair
Napa County Fair
Dodge City Round
Up
Brazoria County
Fair
San Angelo
Rogers County
Fair
Greater Baton
Rouge State Fair
Central States
Black Hills Stock
Show/Rodeo
Los Fresnos
Delaware State
Fair
Sangamon
County Fair
East Texas
Park of East
Texas
Laramie
County Fair
Benton-
Franklin Fair
Carroll County
Fair
Pendleton
Round-Up
Pony Express
Days
Arizona
National
Livestock Show
Fiesta San Antonio
Glenn County Fair
State Fair of
Louisiana
Four States Fair
Montgomery County
Fair
Agricultural Learning
Center
Grant County Fair
North Texas State
Fair
Rooftop Rodeo
West End Fair
Crabtree
Amusements
Trinity Valley
Exposition
Brackenridge

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®
PALAMINO
FEST

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PALAMINO
FEST

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SAFFIRE
ASSOCIATION
PARTNERS

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OUR GOAL
To get people excited
to come to festivals
&
To keep you sane
in the process.

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ANALYTICS?
How often do
you
look at your
website

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No Fear
How Do
I Start?

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YOU‘RE NOT
MARKETING!
If you‘re
not measuring,

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AWARENESS
INTEREST
DESIRE
ACTIO
N

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•Social
media/
WOM/Offli
ne mktg
AWARENES
S
•Social media/
email
INTERES
T
•Email/
website
DESI
RE
•Website
ACT
ION

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But this is
evolving…

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•Social
media/
WOM/Offli
ne mktg
AWARENES
S
•Social media/
email
INTERES
T
•Email/
website
DESI
RE
•Website
ACT
ION

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ACTION ON
FACEBOOK• Sign up for email
• Email signup form on tab
• Contest
• Buy tickets
• View event schedule
• Link to purchase page

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LEGITIMIZE
ONLINE
MARKETING
Use marketing terms, not
online termsTV WEB EMAIL SOCIAL
Audience size Reach Site visitors List size Impressions
Interaction ―How did you hear‖ Actions/Conversions Clicks Engagement
Conversion Rate Source ÷ Reach Actions ÷ Visitors Clicks ÷ List size Engagement ÷
Impressions

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1 2 3
Meas
uring
Meas
uring
Meas
uringWeb
site
Em
ail
Soci
al

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Let‘s start at the
bottom.
YOUR

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GOOGLE
ANALYTICS

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NERD ALERT!

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YOU ARE BIG
BROTHER

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WHERE THEY
LIVE

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WHAT SITES
THEY VISITED

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WHERE THEY GO
ON YOUR SITE

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HOW LONG
THEY STAY

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HOW MANY TIMES
THEY VISITED

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WHAT
BROWSER
THEY USE

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WHAT DEVICE
THEY USE

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WHAT THEY
SEARCHED

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WHAT SOCIAL
IMPACT WAS

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SEE IT
GRAPHICALLY

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FOUR THINGS
TO WATCH
site
visits

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SITE VISITS

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SITE VISITS
•Improve SEO
and/or online
marketing of
your site
low
site
visits
?

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FOUR THINGS
TO WATCH
bounc
e rate

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BOUNCE RATE

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BOUNCE RATE
•Improve your
homepage –
layout, images, nav
igation, etc.
•40-50% is average.
high
boun
ce
rate?

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FOUR THINGS
TO WATCHactions
/
conver
sion
rate

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CONVERSION
RATE
(Number of people
who take action
÷
Number of site
visitors)

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CONVERSION
RATE•Make your
website
more
compelling
(good rate: 2%)
Not
enough
action/
convers
ions?

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GOALS-EMAIL
SIGNUP

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GOALS-EMAIL
SIGNUP

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GOALS-EMAIL
SIGNUP

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GOALS-EMAIL
SIGNUP

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ECOMMERCE
TRACKING• Put a snippet of GA code in your
cart that tracks purchases
• If you sell online, you MUST put
this code on your site.
• If you have 3rd party shopping cart
(e.g., ExtremeTix), you should
insist they put it on your shopping
cart pages.

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FOUR THINGS
TO WATCHtime
on
site

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TIME ON SITE

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TIME ON SITE
•Add interactivity
and other
―stickiness‖
•Votes, music, s
ocial, etc.
low
time
on
site

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AUTOMATING
GOOGLE
ANALYTICS

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AUTOMATING
GOOGLE
ANALYTICS

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TRACKING
SOCIAL

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TRACKING
SOCIAL

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TRACKING
SOCIAL

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TRACKING
SOCIAL

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Now your biggest
revenue producer.
EMAIL

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EMAIL BLASTS?
How many of
you do periodic

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1
Track
PER
EMAIL

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Open Rate

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Click-Through Rate
(CTR)

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Conversion Rate =
REVENUE

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2
Track
OVER
TIME

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House File Size

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Churn (% who leave
your list)

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Cost/Email

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Revenue/Email

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ROI
CALCULATIONAdded Revenue -
Cost
÷
Cost
* 100 to convert to %

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&
Samp
leOPEN
RATES
Varies a lot by client
9-15% on low end
30-35% on high end

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HIGHEST OPEN
RATESGood subject line
Clients who sell online
Clients with a strong brand
Sent at the right time/day
Tuesday mid-morning, evenings &
weekends

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&
Samp
leCLICK
RATES
Not as much variance by client
Around 10-20%

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CALLS TO
ACTIONCLIC
KS
Use action words
Get More Info!
Sign Up!
Buy Now!
More Photos!
Be conversational. (take a
look, check it out, etc.)
Don‘t tell the whole story!

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And lastly the top of
the funnel
SOCIAL

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ANALYTICS?
How often do
you
look at your
Facebook

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SOCIAL
ANALYTICS
ADVICE
Try to get away from social-specific
terminology
• Likes
• Shares
• Fans
• Followers

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FACEBOOK
INSIGHTS

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INSIGHTS –
PAGE
OVERVIEW

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EXPORT-PAGE
LEVEL DATAOn Facebook page, go to Insights 
Export 
Page level data
81 columns of data and many tabs
Impressions = Column AA (Daily
Total Impressions – Total)
Engagement = Column L (Daily Page

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Now let‘s talk about
measuring posts.

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INSIGHTS –
POST REACH

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POST REACH

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INSIGHTS –
MOST REACH

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ENGAGEMENT

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ENGAGEMENT
INCLUDES:Likes
Comments
Shares
Video views
Link clicks
Photo clicks
Clicked commenter‘s
name
Liked a comment
Clicked your page name
Gave negative feedbackEngagement IS A SIGN
OF
INTEREST IN YOUR

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TALKING ABOUT
THIS

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TALKING ABOUT
INCLUDES:Likes
Comments
Shares
Video views
Link clicks
Photo clicks
Clicked commenter‘s
name
Liked a comment
Clicked your page name
Gave negative feedbackTalking About MEASURES
HOW MANY PEOPLE ARE
WILLING TO SPREAD THE

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INSIGHTS –
POST VIRALITY

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#3 MOST
VIRALITY

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#2 MOST
VIRALITY

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#1 MOST
VIRALITY

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FACEBOOK
INSIGHTS

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ANALYZE WITH
BUFFER

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ANALYZE WITH
TWITONOMY

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ANALYZE WITH
TWITONOMY

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YOUTUBE
ANALYTICS

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REVIEW
Measure your website, email and
social
Think about tracking value (and
cost, if you can) for:
• Impressions/Reach – how many
people saw it
• Engagement – how many did

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LEAVE US
YOUR CARDWe‘ll send you:
• These slides
• A free subscription to The Dirt
online marketing newsletter
• Invitation to ongoing
educational webinars

326. saffireevents
®
FREE ONLINE
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Questions?