2015 iafe: confessions of a fair marketer
TRANSCRIPT
Confessions of a Fair Marketer
2015 IAFE ANNUAL CONVENTION & TRADE SHOW
Presented BySuzanna Best
December 2, 2015#IAFE2015
#IAFE2015
Follow along!bit.ly/IAFERHP15
#IAFE2015
What was your biggest marketing
challenge last year?
#IAFE2015
What worked?
#IAFE2015
#IAFE2015
Allegan County Fair
Saree MillerManager, CFE
“Our ticket sales from email have increased 92% from last year.
Through testing, segmentation and mobile-optimization we have been able to drive more ROI through email than ever before.”
#IAFE2015
Ellie McKinneyDirector of Events and Performance Programs
Email Marketing:Be Willing to ThinkOutside the
1
#IAFE2015
Subject Lines using Emojis received a
3% higher open rate and a 2% higher click rate.
A little creativity can go a long way.
#IAFE2015
Minnesota State Fair
Christine NoonanMarketing Supervisor
“Our email and social media efforts are important components of our overall marketing plan as we strive to not only break through the overabundance of messaging in the marketplace, but also stand out.”
#IAFE2015
Ellie McKinneyDirector of Events and Performance Programs
Contesting:Give a Little, Gain a Lot
2
#IAFE2015
If you can’t get a purchase, get an email.
The Minnesota State Fair collected over
500 email addressesfrom one contest
and reached almost
13,000 Facebook users.
#IAFE2015
State Fair of West Virginia
Kelly CollinsCEO
“Social media is not only a platform to relay information, but it’s a platform we use to establish relationships with our customers.
We are able to see who we are talking to, what they like, what they don’t like and even what they are looking for. We want our customers to feel like they are actually a part of the fair, not just ticket buyers!”
#IAFE2015
Ellie McKinneyDirector of Events and Performance Programs
3
Afterglow:Don’t Say Goodbye
Too Soon
#IAFE2015
Keep the momentum going after the gates close.
Compared to the social posts during the fair, the State Fair of West
Virginia’s Fan Photo Album earned 2x the reach,
2x the impressions and 3.7x the number of engaged users.
#IAFE2015
How you can get started TODAY...Test. Measure. Repeat.
Find the right contesting platform. Bonus: Most are free!
Begin developing a social strategy before, during AND after the fair.
3
2
1
4
5
Audit yourself: perform a search, purchase a ticket, sign up for your email list.
Implement automation in your off-season (“Welcome” emails, reminder messaging, etc.)
Say hello.Ready to get started?
Suzanna BestSr. Account [email protected]
[email protected] | rockhousepartners.com