etix & rockhouse partners - iafe 2014 presentation - 5 ways to drive roi

5 WAYS TO DRIVE ROIGet More Data & Dollars

Out Your Digital Marketing

International Association of Fairs & ExposAnnual Conference & Trade Show

December 9, 2014

etix.com | rockhousepartners.com#IAFE2014

FOLLOW ALONG!#IAFE2014

bit.ly/RockIAFE

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WHAT WAKES YOU UP IN THE

MORNING?

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HERE’S WHAT WAKES US UP.

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etix.com | rockhousepartners.com#IAFE2014

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WE HAVEQUESTIONS.

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YOU HAVEANSWERS.

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AND YOUR TIME IS YOUR MOST

VALUABLE ASSET

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5 WAYS TO DRIVE ROI

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#1HOW DO I BUY A

TICKET?

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2010 2011 2012 2013 2014

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1. OPTIMIZATION: ORGANIC SEARCHES

50%of website traffic

comes from organic

searches

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1. OPTIMIZATION: IMPROVE WEBSITE

42%of all fair ticketsare purchased

online

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1. OPTIMIZATION: CREATE FOR MOBILE

19%of Etix

transactions occur on mobile

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#2WHERE DO I PARK?

WHAT ELSE DO I NEED?

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2. UPSELLS: PREMIUM PARKING

For 2014 Etixperformances,

parking upsells have added

$600,000+in incremental

revenue

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2. UPSELLS: FOOD & BEVERAGE

Food & Bev pages can gather

20,000+in annual website

visits

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2. UPSELLS: MERCHANDISE

Upsells and bundling can

add up to

7% in incremental

revenue

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2. UPSELLS: MORE IDEAS

DAY BEFORE EMAIL:PARKING INFORMATION

SPECIAL OFFERS

IN-VENUE UPSELLS:GRANDSTAND

PREMIUM SEATS

IN-VENUE MERCHANDISE

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#3HOW MANY

TICKETS DO YOU SELL PER ORDER?

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YOU DON’T KNOW JACK…

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YOU DON’T KNOW JACK…OR JILL.

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THIS MAN IS NOT YOUR FRIEND

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3. DATABASE BUILDING: CONTESTING

The average online ticket

order:

2.7tickets

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3. DATABASE BUILDING: EMAIL CAPTURE

2.5x1-click forms gather more organic sign-

ups than text links

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3. DATABASE BUILDING: PRE-SALE EMAIL CAPTURE

28%average conversion

rate from emails captured pre-sale

through Etix

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#4HOW LONG DOES

YOUR EVENT REALLY LAST?

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4. EVENT LIFE CYCLE: WELCOME EMAIL

Open rate for welcome emails is

4xgreater than regular

promotional emails

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4. EVENT LIFE CYCLE: PRE-SALES

Pre-sale emails alone

account for at least

10%of total

ticket sales

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4. EVENT LIFE CYCLE: AFTERGLOW

2x the email opens

6xthe click rates

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THANK YOU FOR COMING!

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#5WHAT CAN I DO FOR MY SPONSORS?

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The average online ticket

order:

2.7tickets

5. SPONSORSHIPS: INCREASING VALUE

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5. SPONSORSHIPS: INCREASING VALUE

One fair client

generated

160,000+email opens

in the last year

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WHAT CAN MY SPONSOR

DO FOR ME?

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5. SPONSORSHIPS: ACTIVATION

Activatingevent partners &

sponsors can expand social reach

up to

2,500%

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1. OPTIMIZE EXISTING DIGITAL CHANNELS

2. UPSELL FOR INCREMENTAL REVENUE

3. CAPTURE EMAILS TO BUILD DATABASE

4. MANAGE EVENT LIFE CYCLE

5. INCREASE SPONSORSHIP VALUE

OVERVIEW: 5 WAYS TO DRIVE ROI

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A Quick Case Study: Allegan County Fair

THE GOALSell more tickets and promote awareness for grandstand concerts.

WHAT WE DIDCrafted targeted email and social content to highlight artists and engage fans.

THE RESULTS• +65% in year-over-year

grandstand concert tickets sold.

• 40% increase in Facebook and Twitter followings.

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A Quick Case Study: State Fair of West Virginia

THE GOALSell more tickets and capture new email addresses.

WHAT WE DIDPlanned and executed periodic contest campaigns to collect emails and promote event awareness.

THE RESULTS• 1,600+ total contest entries• 700+ new email addresses

etix.com | rockhousepartners.com#IAFE2014

Questions?

www.slideshare.net/etixworld

etix.com | rockhousepartners.com#IAFE2014

GOOGLE YOURSELF (DESKTOP & MOBILE)

VIEW WEBSITE ON YOUR PHONE

BUY A TICKET ON YOUR SITE VIA MOBILE & DESKTOP

SIGN UP FOR YOUR EMAIL LIST

SET UP AN AUTOMATED WELCOME EMAIL

READ THE WELCOME EMAIL ON A MOBILE PHONE

HOW TO GET STARTED TODAY

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BONUS: DIGITAL AUDIT

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BUT WAIT.

THERE’S MORE…

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www.slideshare.net/etixworld

etix.com | rockhousepartners.com#IAFE2014

JOE KUSTELSKIjoe.kustelski@etix.com

615-772-6196

@rhpartners

NEXT STEPS? CASE STUDIES? LET’S TALK!

AMANDA SEVERSamanda@rockhousepartners.com

434-953-8668

www.slideshare.net/etixworld

@etix_world