TFEA 2014 Get Your Website Happy Hour

Cassie Roberts | Saffire Events

GET YOUR

HOUR

NO NEED TO WRITE IT ALL DOWN

DON’T WORRY

WEBSITES? Why do we have

TO MAKE MORE MONEY! To inform. To promote. To educate. To entertain.

SOMETHING BUT

WAS MISSING

HELP MORE PEOPLE! We wanted to

SINCE THEN WE’VE BEEN ROLLING!

ASSOCIATION PARTNERS

NINE We will discuss

parts of a

successful website.

(Don’t panic! )

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

GOOGLE DOMINATES Goal: Improve your SEO

Most important – links in to your site

Also important – your own site

Title – important for Google and customers!

SEARCH ENGINE DESCRIPTION

GOOGLE KEYWORD PLANNER FREE SEO tool that is provided by Google that helps to find keywords by

search volume and relative keyword ideas for you.

BIG SEARCH VOLUME=FEWER SITE VISITS

Need a Google AdWords Account? Create one at

https://adwords.google.com/

Helpful YouTube Video

USE WHAT YOU FIND EVERYWHERE!

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

LEAD YOUR HORSES YOUR WEBSITE MUST BE:

Attractive

Well-organized

Not overwhelming

Like a resume, the homepage should get the interview, not the job

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 FIRST.

DOES THIS LOOK FAMILIAR?

THE BAD

THE UGLY

TO USERS:

STILL LIKE YOUR LINKS?

CONSIDER BIG BRANDS.

JOHNNY BE GOOD

USE PHOTOS

They can make all the difference in the world for your homepage.

DON’T BELIEVE ME?

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

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!

12 TIMES Video watchers are

more likely to purchase.

VIDEOS BY TICKETS!

PERFORMER VIDEO INVITE

PHOTO GALLERIES

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

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!

3% Only

of newsfeed posts are from

businesses

ADVERTISE If you’re going to post on Facebook

to get your message out.

KING is

of social media.

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

MOBILE

Do you feel

good about your

strategy?

MOBILE

IMPORTANT FOR SANITY

Really Old Days

Fairly Old Days

Now

SOFA MAXIMIZE

the

IMPORTANCE FOR REVENUE • Customers increasingly use mobile search to shop.

• 95% of all mobile searches are for local goods.

• 61% of all local searches result in a purchase.

1 2 $$$ Local Mobile Mobile

SEARCH PURCHASE SUCCESS

+ =

THE ONE-TWO PUNCH

MOBILE PURCHASE

DON’T FORGET TABLET!

TEXT MESSAGING

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

SELL How many of you

online?

WHY DO ECOMMERCE?

ECOMMERCE=INSURANCE POLICY

INCREMENTAL REVENUE

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

HOW TO SELL MORE NOW

GET TICKETS HERE!

BUY TICKETS!

TICKET DEALS & DISCOUNTS

WHICH DOOR WOULD YOU CLICK?

1 2 3

STEAL OF A DEAL • Make people feel like they’re getting a great deal.

• Family 5-pack

BUNDLE TICKETS

• Four shows, one price

• Three small names, one big name

• Additional discount for more

BUTTON NAMES

ADD COUNTDOWN TO TIX

MAKE TIX EASY TO FIND

INTEGRATED DESIGN & FEWER CLICKS

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

GREAT JOB TFEA!

WHAT LEADS TO MOBILE PURCHASE?

EMAIL MANAGEMENT

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

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.

DO YOU KNOW THIS MAN?

MANAGE YOUR CONTENT

…BUT ALSO HERE…

…AND ALSO HERE!

ASK FOR WYSIWYGS

WORDPRESS MAY WORK!

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

GOOGLE ANALYTICS

GOOGLE HEAT MAP

BEHAVIOR>IN-PAGE ANALYTICS>SHOW COLOR

A/B TESTING Figure out what works best.

One of the best parts about online marketing.

Can do multi-variant if you want!

Use what you learned online to change your offline

marketing.

AD EXAMPLE

AD- BEST PERFORMER

• 35-64 year olds within 50 miles

• 43 clicks, 35 page likes

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

WHO IS YOUR COMPETITOR?

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

WEBSITE REVIEWS

CASSIE ROBERTS cassie@saffireevents.com

www.saffireevents.com

@SaffireEvents