is your website all corn and no pop?
TRANSCRIPT
saffireevents
Cassie Roberts | Saffire Events
IS YOUR
WEBSITE ALL CORN & NO POP?
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NO NEED TO WRITE IT ALL DOWN
DON’T WORRY
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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
Amador County Fair
Chowchilla Fair
Palomino Fest
Lea County
Coors Cowboy Club
Washington 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
Twas the Lights
Reno Rodeo
Redding Rodeo
Northwest Washington Fair
Sikeston Rodeo
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
Yolo County Fair
California Rodeo Salinas
Rio Grande Valley Livestock Show
Old Sorehead Trade Days
Cuero TurkeyFest
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 Recreation Complex
Kitsap Rodeo Cowpokes
Refugio County Fair
Rockdale Fair & Rodeo
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SAFFIRE ASSOCIATION PARTNERS
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NINE We will discuss
parts of our program.
(Don’t panic!)
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AGENDA World domination through Google
Leading the horse to water
Hosting your own party
Going to other people’s parties
Marketing on the go
Taking the bull by the horns
The power of DIY
Measuring up
Keeping up with the Jones’/Kardashians
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GOOGLE DOMINATES Google has 65% share of the search engine market
Goal: Improve your SEO Most important – links in to your site
Chambers of Commerce, Convention & Visitors Bureaus, etc.
Industry organizations
Also important – your own site
Title – important for Google and customers!
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SEARCH ENGINE DESCRIPTION
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AGENDA World domination through Google
Leading the horse to water
Hosting your own party
Going to other people’s parties
Marketing on the go
Taking the bull by the horns
The power of DIY
Measuring up
Keeping up with the Jones’/Kardashians
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LEAD YOUR HORSES YOUR WEBSITE MUST BE:
Attractive Professional
Well-organized
Not overwhelming Like a resume, the homepage should get the interview, not the job
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RODEO HOUSTON Of customers surveyed during an exit survey, OVER 50% reported that they went to the website to find
out information about the event
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THE BAD
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THE UGLY
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TO USERS:
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CONSIDER BIG BRANDS.
STILL LIKE YOUR LINKS?
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JOHNNY BE GOOD
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USE PHOTOS They can make all the difference in the
world for your homepage.
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DON’T BELIEVE ME?
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AGENDA World domination through Google
Leading the horse to water
Hosting your own party
Going to other people’s parties
Marketing on the go
Taking the bull by the horns
The power of DIY
Measuring up
Keeping up with the Jones’/Kardashians
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PARTY ANIMAL Make sure your website has the BEST info about your
event on the internet
Make it interactive and fun! eCommerce is the “ultimate interactivity”
But-don’t ask them to get married before your first date!
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HOSTING YOUR OWN PARTY Information about your events is most crucial
Categorize Events Don’t just give an event list!
Allow sorting, searching, filtering, and interacting
Photos – yours and from customers
Allow them to “fan” your event, save to a custom calendar or Outlook
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AGENDA World domination through Google
Leading the horse to water
Hosting your own party
Going to other people’s parties
Marketing on the go
Taking the bull by the horns
The power of DIY
Measuring up
Keeping up with the Jones’/Kardashians
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THE SOCIAL SCENE Reach people where they already are
Promote your social media prominently
(This means on EVERY page of your site!)
Remember: You do not own Facebook!
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3% Only
of newsfeed posts are from businesses
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ADVERTISE If you’re going to post on Facebook
to get your message out.
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KING is
of social media.
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AGENDA World domination through Google
Leading the horse to water
Hosting your own party
Going to other people’s parties
Marketing on the go
Taking the bull by the horns
The power of DIY
Measuring up
Keeping up with the Jones’/Kardashians
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MOBILE Do you feel
good about your
Strategy?
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MOBILE
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IMPORTANT FOR SANITY
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Really Old Days
Fairly Old Days
Now
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SOFA MAXIMIZE
the
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saffireevents APP OR MOBILE SITE?
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IMPORTANCE FOR REVENUE Customers increasingly use mobile search to shop.
95% of all mobile searches are for local products and services.
61% of all local searches result in a purchase.
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1 2 $$$ Local Mobile Mobile
SEARCH PURCHASE SUCCESS
+ =
THE ONE-TWO PUNCH
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AGENDA World domination through Google
Leading the horse to water
Hosting your own party
Going to other people’s parties
Marketing on the go
Taking the bull by the horns
The power of DIY
Measuring up
Keeping up with the Jones’/Kardashians
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SELL How many of you
online?
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WHY DO ECOMMERCE?
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ECOMMERCE=INSURANCE POLICY
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ECOMMERCE Customers expect ecommerce
67% of people aged 35-75 want the convenience of buying online
People can spread out costs
Redemption will not be 100% Especially good for things like carnival tokens
Even with a discount, you’ll make more
Offer free shipping
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ECOMMERCE=INCREMENTAL REVENUE
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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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IT’S NO BULL: EMAIL Get in the loop through email
Include the signup on your homepage and every page
Start collecting addresses before you know what to do with them
Events are the perfect email marketing excuse
It’s immediate
It’s cheap
It’s effective
Make sure your email is branded
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AGENDA World domination through Google
Leading the horse to water
Hosting your own party
Going to other people’s parties
Marketing on the go
Taking the bull by the horns
The power of DIY
Measuring up
Keeping up with the Jones’/Kardashians
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THE POWER OF DIY When working with companies like Nike, Dodge, Intel, etc., we
took content management for granted
We have found the event industry to be so different
Take control.
saffireevents MANAGE YOUR OWN CONTENT
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ASK FOR WYSIWYGS
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WORDPRESS MAY WORK!
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AGENDA World domination through Google
Leading the horse to water
Hosting your own party
Going to other people’s parties
Marketing on the go
Taking the bull by the horns
The power of DIY
Measuring up
Keeping up with the Jones’/Kardashians
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GOOGLE ANALYTICS
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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
bounce rate
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BOUNCE RATE
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BOUNCE RATE
• Improve your homepage –layout, images, navigation, etc.
• 40-50% is average.
high bounce rate?
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FOUR THINGS TO WATCH
actions/ conversion
rate
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CONVERSION RATE
(Number of people who take action ÷
Number of site visitors)
* 100 to convert to %
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CONVERSION RATE
• Make your website more compelling (good rate: 2%)
Not enough action/
conversions?
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BEST FOR 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 WATCH
time on site
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TIME ON SITE
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TIME ON SITE
• Add interactivity and other “stickiness”
• Votes, music, social, etc.
low time on
site
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AGENDA World domination through Google
Leading the horse to water
Hosting your own party
Going to other people’s parties
Marketing on the go
Taking the bull by the horns
The power of DIY
Measuring up
Keeping up with the Jones’/Kardashians
saffireevents KEEPING UP WITH THE JONES’/KARDASHIANS
Your site MUST appeal to your audience
When people come to your site, they generally aren’t comparing you to other event sites
They are comparing you to other sites they visit that day
Compare yourself to other event types like sports and movies
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