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TFEA 2014 Get Your Website Happy Hour
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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
