Etix and Rockhouse Partners WFA 2015 presentation - 5 Steps for Great Online Advertising
Transcript of Etix and Rockhouse Partners WFA 2015 presentation - 5 Steps for Great Online Advertising
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5 Steps for GreatOnline Advertising
Western Fairs Association Convention & Trade Show
January 14, 2015
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etix.com | rockhousepartners.com#WFAElevate15
Follow along online:
http://bit.ly/WFA2015Ads
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etix.com | rockhousepartners.com#WFAElevate15
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etix.com | rockhousepartners.com#WFAElevate15
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etix.com | rockhousepartners.com#WFAElevate15
Three Types of Media:
OwnedEarned
Paid
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etix.com | rockhousepartners.com#WFAElevate15
ONLINE ADS:THE BASICS
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etix.com | rockhousepartners.com#WFAElevate15
WHY SPEND ONLINE?
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etix.com | rockhousepartners.com#WFAElevate15
WHY SPEND ONLINE? TARGETED AUDIENCES
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etix.com | rockhousepartners.com#WFAElevate15
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etix.com | rockhousepartners.com#WFAElevate15
42%of all fair ticketsare purchased
online
WHY SPEND ONLINE? BETTER ROI
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etix.com | rockhousepartners.com#WFAElevate15
MARKET TRENDS
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etix.com | rockhousepartners.com#WFAElevate15
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etix.com | rockhousepartners.com#WFAElevate15
MARKET TRENDS
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etix.com | rockhousepartners.com#WFAElevate15
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etix.com | rockhousepartners.com#WFAElevate15
0%
10%
20%
30%
40%
50%
60%
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2010 2011 2012 2013 2014
19%of Etix
transactions occur on mobile
MARKET TRENDS: MOBILE
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etix.com | rockhousepartners.com#WFAElevate15
MARKET TRENDS: RELEVANCY
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etix.com | rockhousepartners.com#WFAElevate15
MARKET TRENDS: RETARGETING
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etix.com | rockhousepartners.com#WFAElevate15
WHAT WORKS?
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etix.com | rockhousepartners.com#WFAElevate15
WHAT DOESN’T WORK?
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etix.com | rockhousepartners.com#WFAElevate15
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etix.com | rockhousepartners.com#WFAElevate15
5 Steps for GreatOnline Advertising
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etix.com | rockhousepartners.com#WFAElevate15
1. SET GOALS, PLAN, GET DIGITAL IN LINE
OVERVIEW: 5 STEPS
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etix.com | rockhousepartners.com#WFAElevate15
FIRST THINGS FIRSTSET GOALS
SET YOUR BUDGETBUILD A PLAN
GET DIGITAL IN LINE
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etix.com | rockhousepartners.com#WFAElevate15
42%of all fair ticketsare purchased
online
#1. FIRST THINGS FIRST: GET DIGITAL IN LINE
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etix.com | rockhousepartners.com#WFAElevate15
#1. FIRST THINGS FIRST: GET DIGITAL IN LINE
One fair client
generated
160,000+email opens
in the last year
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etix.com | rockhousepartners.com#WFAElevate15
SO YOU’RE GOINGTO BUILD AN ONLINE
AD CAMPAIGN
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etix.com | rockhousepartners.com#WFAElevate15
BUT WAIT!WHAT CAN YOU DO FOR FREE?
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etix.com | rockhousepartners.com#WFAElevate15
1. SET GOALS, PLAN, GET DIGITAL IN LINE
2. ASK: WHAT CAN YOU DO FOR FREE?
OVERVIEW: 5 STEPS
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etix.com | rockhousepartners.com#WFAElevate15
Three Types of Media:
OwnedEarned
Paid
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etix.com | rockhousepartners.com#WFAElevate15
#2. SCOUR INVENTORY: PARTNERS, SPONSORS, VENDORS
Activatingevent partners &
sponsors can expand social reach
up to
2,500%
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etix.com | rockhousepartners.com#WFAElevate15
1. SET GOALS, PLAN, GET DIGITAL IN LINE
2. ASK: WHAT CAN YOU DO FOR FREE?
3. ENLIST HELP
OVERVIEW: 5 STEPS
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etix.com | rockhousepartners.com#WFAElevate15
Typical agency fees: 10-15% of total spend.
There may be a minimum.
You can see real-time reports.
If you’re not satisfied with the results,you can stop anytime.
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etix.com | rockhousepartners.com#WFAElevate15
WOULD YOU SPEND 10% TO MAKE
30 to 50% MORE?
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etix.com | rockhousepartners.com#WFAElevate15
1. SET GOALS, PLAN, GET DIGITAL IN LINE
2. ASK: WHAT CAN YOU DO FOR FREE?
3. ENLIST HELP
4. PICK A PLATFORM
OVERVIEW: 5 STEPS
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etix.com | rockhousepartners.com#WFAElevate15
#4. PICK A PLATFORM: SOCIAL MEDIA
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etix.com | rockhousepartners.com#WFAElevate15
#4. PICK A PLATFORM: DIRECT DISPLAY
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etix.com | rockhousepartners.com#WFAElevate15
#4. PICK A PLATFORM: RETARGETING
“90%of consumers start a
task on one device andfinish it on another.”- VP of Display Ads,
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etix.com | rockhousepartners.com#WFAElevate15
1. SET GOALS, PLAN, GET DIGITAL IN LINE
2. ASK: WHAT CAN YOU DO FOR FREE?
3. ENLIST HELP
4. PICK A PLATFORM
5. MEASURE & OPTIMIZE
OVERVIEW: 5 STEPS
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etix.com | rockhousepartners.com#WFAElevate15
MEASURE AND OPTIMIZE
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etix.com | rockhousepartners.com#WFAElevate15
#5. MEASURE AND OPTIMIZE
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etix.com | rockhousepartners.com#WFAElevate15
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etix.com | rockhousepartners.com#WFAElevate15
A Quick Case Study: Summer Ends Music Festival
THE GOALSell more tickets and promote awareness for the 1st-year festival.
WHAT WE DIDTracked website visitors, and retargeted them with ads throughout the web and on Facebook.
THE RESULTS• +1,270% overall ROI on
retargeting ads• 1 conversion for every $5
spent on Facebook mobile retargeting ads
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etix.com | rockhousepartners.com#WFAElevate15
A Quick Case Study: X Games Austin
THE GOALHelp Circuit of the Americas and the city of Austin win the bid for the Summer X Games.
WHAT WE DIDPlanned and executed a social content strategy, including paid Facebook promotions.
THE RESULTS• 7.8 million total Facebook
impressions• 440% increase in Facebook
likes to a grand total of 30k • Won the bid
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etix.com | rockhousepartners.com#WFAElevate15
A Quick Case Study: Delaware State Fair
THE GOALStart online advertising buys to promote concert ticket sales.
WHAT WE DIDPlanned and executed a social content strategy, including paid Facebook promotions.
THE RESULTS…
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etix.com | rockhousepartners.com#WFAElevate15
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etix.com | rockhousepartners.com#WFAElevate15
Better CTR, but…
Underperformed Facebook Ad ROI
Received more focus and fine-tuning.
How do we value brand impressions?
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etix.com | rockhousepartners.com#WFAElevate15
Quick Case Study: MIAMI-DADE COUNTY FAIR
THE GOALImprove social reach with an eye towards Ticket sales & Schedule.
WHAT WE DIDPlanned and executed a social content strategy, including paid Facebook promotions.
THE RESULTS• Increased revenue from social by 1600% YOY.
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etix.com | rockhousepartners.com#WFAElevate15
Quick Case Study: MIAMI-DADE COUNTY FAIR
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etix.com | rockhousepartners.com#WFAElevate15
Quick Case Study: MIAMI-DADE COUNTY FAIR
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etix.com | rockhousepartners.com#WFAElevate15
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etix.com | rockhousepartners.com#WFAElevate15
Questions?
www.slideshare.net/etixworld
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etix.com | rockhousepartners.com#WFAElevate15
PLAN FOR 2015: GOALS & BUDGETS
FIND OUT WHAT YOU CAN DO FOR FREE:START A CONVERSATION WITH YOUR PARTNERS
GET GOOGLE ANALYTICS ON YOUR WEBSITE
DIG INTO ROI FOR ALL MARKETING
ENLIST HELP
HOW TO GET STARTED TODAY
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etix.com | rockhousepartners.com#WFAElevate15
www.slideshare.net/etixworld
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etix.com | rockhousepartners.com#WFAElevate15
615-772-6196
@rhpartners
NEXT STEPS? CASE STUDIES? LET’S TALK!
AMANDA [email protected]
434-953-8668
www.slideshare.net/etixworld
@etix_world