Online Event Advertising - the concept of the event portal Frankentipps.de
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Transcript of Online Event Advertising - the concept of the event portal Frankentipps.de
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Online Event Advertising
The concept of the event portal Frankentipps.de
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Content
• The Development of the „Frankentipps“-idea
• The Portal: Features and advantages
• The Future of Online Event advertisement
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Klaus Wolfrum, born 1969wolfrum kommunikationslogik
Company Foundation 1998, (at present seven full-time and part-time Employees)
Our core-business is to show how to make the most out of the internet at a regional level
Therefore we offer customer support for regional medium-sized businesses(especially in the region of Erlangen, Germany)
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• Realisation + marketing of company-websites
• Internet-Service-Provider (Server-Hosting, Domains, Support)
• Distribution Carrier-Products Data & Voice
• Digitalisation-Services
• Management consultancy, Coaching
Core-business
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In addition to that we offer
Development, Operation and Commercialisation of regional-web-portals
Markt-ERH.de the region Erlangen-Höchstadt on the web
Frankentipps.de the event portal for Franconian
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The Development of the Frankentipps.de–Idea
2004
Internet-Event-Calendar from the perspective
…of an event-manager…of an online-media-provider…of an user
…of an artist
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The perspective of anevent-manager
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The perspective of an event-manager
- e-Mail distribution list Probability of being read by potential customers depends on whether or not you are actually published in the local newspaper, magazine or on the website
dependency on the publisher
event-manager
PR-department
e-Mail distribution list
localnewspaper
city-mag/guide
localweb-portal
Digitalisationof supplied information
own webseiteDigitalisation
Digitalisationof supplied information
Digitalisationof supplied information
publication
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The perspective of an event-manager
Free of charge-mentality in the web
guarantees no quality
e-Mail distribution list
localnewspaper
city-mag/guide
localweb-portal
Digitalisationof supplied information
own webseiteDigitalisation
Digitalisationof supplied information
Digitalisationof supplied information
publication
event-manager
PR-department
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The perspective of an event-manager
- Less possibilities of communicating with the email-distributor in case you want to add any changes to your advertisement
- Often no service, no support because of free of charge
e-Mail distribution list
localnewspaper
city-mag/guide
localweb-portal
publication
Digitalisationof supplied information
own webseiteDigitalisation
Digitalisationof supplied information
Digitalisationof supplied information
event-manager
PR-department
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- Different websites provide you with different entry forms/input masks which you can‘t save and use again
= many „online-unfinished“ „time-consuming“ solutions which are unpractical, complex and offer little capacity and revenue as they are free of charge
The perspective of an event-manager
e-Mail distribution list
localnewspaper
city-mag/guide
localweb-portal
publication
Digitalisationof supplied information
own webseiteDigitalisation
Digitalisationof supplied information
Digitalisationof supplied information
event-manager
PR-department
![Page 12: Online Event Advertising - the concept of the event portal Frankentipps.de](https://reader035.fdocuments.net/reader035/viewer/2022062616/54b6b91c4a79593e4f8b4667/html5/thumbnails/12.jpg)
The perspective of an event-manager
- In most cases ticket-portals have just ASP-solutions and no traffic!
= Online-Ticketing-Solutions don‘t offer the demand for offline-ticket-selling, (e.g. buy on phone or on point of sale), „free access“-events
e-Mail distribution list
localnewspaper
city-mag/guide
localweb-portal
publication
Digitalisationof supplied information
own webseiteDigitalisation
Digitalisationof supplied information
Digitalisationof supplied information
Ticketing-Providerevent-
managerPR-
department
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= lots of hard work for just a little success „free of charge“ is not real equal free of charge Spending time !!! Print advertisings. Factor „probality“ costs probably a high volume of visitors/cash-turnover
-> Free of charge goes along with dependency
The internet is not used to its fullest potential
The perspective of an event-manager
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The perspective of anonline-media-provider
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The perspective of an online-media-provider
- Email-Distribution-list: (Digitalisation of data is very complex (money!); quality of delivered information is often faulty
- No possibilities of establishing a profitable size because of its locality and narrowness
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The perspective of an online-media-provider
- High costs of developing an own solution for an event-calendar
-> Constriction to costumer-highlights instead of a calender Solution is disappointing
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The perspective of an online-media-provider
= high costs for communication, data management and publication
-> Yet there is a high interest and demand for it
Why should there be a free of charge event advertisement ?
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The perspective of anuser
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The perspective of an user
- Restrictions and Exclusions - Geographically (local/ subregional); communal (neighbourhood, region)- Target-group (age, interests,…)- Organisational (e.g. tourism-organisations)- Only ticketing-events
- Event-information are often uncomplete or consist of too little detailed information
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The perspective of an user
- search-Interfaces and Databases NOT attractive, NOT illustrated. NOT interesting
What am I exactly looking for if I don‘t know what I want to find?
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= lots of semi-professional online-supplies; too many calendars for a region!
The perspective of an user
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Free-of-charge mentality of the media
as well as
free-of-charge-mentality of the event-manager
leads to a negative finishing:
Too little revenue or no success at all
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Another reason
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Another reason History in Print-media:
The traditional way of digitalization in publishing houses:Print internet, not internet print--> In volume little exportable data print web
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Complexity of the publishers-orientated software
No external access for the input of an event-manger-> Software is only designed for the use within the publishing-house
AND:
Internetmedia have no sold online-edition=> Print-business-idea (newspaper) makes no sense for event-management; you can‘t just copy it
Another reason History in Print-media:
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In addition to that
The media is not exchanging their data with each others as they are in competiton-situation
As a small media company you won‘t make any profit when you buy your event-data from external
Public-relation-agenciesare not that much into online so far(Offers and personal capacity for Digitalisation, acceptance of the customers)
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Idea and Concept of Frankentipps.de
• One place which connects all three perspectives
• An online solution which is professional, powerfull, far reaching as well as time-saving
• For ticketing service ONLINE and OFFLINE and events with FREE admission
„Reduce the costs for advertisement while using the internet to its fullest“
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• Innovative Media-Cooperation-concept• Convincing offer for its users
Our main goals are:
-> Ideal digitalisation of data-> Stable business concept-> Professionalization of online event-advertisement
Idea and Concept of Frankentipps.de
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Development
September 2004:• Presentation of the idea within the company• Development of a business-plan• Naming, trademark the idea• Development of the own procedure Backend: Login-Area for Event-manager Frontend: Web-Layout• Implementation of new ideas• Development of a marketing-strategy, Beginning of Pre-Marketing
May 2005: Launch of Frankentipps.de!
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Result: The Frankentipps.de-Idea
event-manager
login-area for event-managerpowerful admin-sector digitalisation of datas
Frankentipps.de
News-paper
City-Guide
WWWPortal
RSS/Press-coverage
web-calendar templatefor own website
own (direct!)online-ticketing
automated transmission
mobile web calendar + mobile tagging
Main difference:Event-Manager pays a fee for the digitalization and online-distribution (Marketing) of his data.
-> No free of charge-input results in -> more output!
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Result: The Frankentipps.de-Idea
+ ideal digitalization of data!
+ guaranteed (independent) publication of all datas: 1:1, not-shortened! + immediately online!
event-manager
login-area for event-managerpowerful admin-sector digitalisation of datas
Frankentipps.de
News-paper
City-Guide
WWWPortal
RSS/Press-coverage
web-calendar templatefor own website
own (direct!)online-ticketing
automated transmission
mobile web calendar + mobile tagging
![Page 32: Online Event Advertising - the concept of the event portal Frankentipps.de](https://reader035.fdocuments.net/reader035/viewer/2022062616/54b6b91c4a79593e4f8b4667/html5/thumbnails/32.jpg)
Result: The Frankentipps.de-Idea
+ excellent utilisation „Networking“ = Multiplication!
+ fast + far-reaching!
+ changes/ complementation at all time and online immediately!
event-manager
login-area for event-managerpowerful admin-sector digitalisation of datas
Frankentipps.de
News-paper
City-Guide
WWWPortal
RSS/Press-coverage
web-calendar templatefor own website
own (direct!)online-ticketing
automated transmission
mobile web calendar + mobile tagging
![Page 33: Online Event Advertising - the concept of the event portal Frankentipps.de](https://reader035.fdocuments.net/reader035/viewer/2022062616/54b6b91c4a79593e4f8b4667/html5/thumbnails/33.jpg)
Result
• professional utilisation of the internet even for small event-managers (local theaters, clubs,…)
• High-developed Supllies for users + lots of services + no additional adds on the websites
• Gap in the market
• Germanwide unique
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Event-manager account with registrationFor every single event it costs 20 Cent to go online! no additional costs! All services included!
• Credit account with no risks
• There is no minimum of credit on your account neccessary, no base fee (direct debit, PrePaid, Billing)
• receipts/bills with reported taxes
• Money-back guarantee after closing account
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Handling-perspective event-manager special developed for event advertisement
e.g. periodical, regular or unregular event-dates
Simple + time-saving solution!
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• Periodical solutions can be merged with just a click!(e.g. adress of location, URL, advance sale informations)
Handling-perspective event-manager
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• optional!• Individual seating plans• pricings & rebates/discounts• print@home or shipping of own tickets (order-solution)• Barcode-based Ticketing• admittance-control-Software• Administration, CRM
Professional Ticketing-System
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The concept allows very flexible handling!
• advertisment Offline-Ticketstores, Ticket-Hotlines and/or• linking own existing ticketingsystem or• linking other ticketing-provider or• usage of the Frankentipps.de ticketing-solution print@home or ordersystem to ship own tickets
Ticketing / advance sale
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Automatical complementations
• mapping route to event• printer friendly version• recommendation-button• reminder• contact-button• social bookmarking
-> all features can easy be used on own / another website!
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• Own Event calendar!
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• XML / RSS (Press-coverage) / Widgets• Mobile calendar version with QR-Code for mobile tagging
www.veranstalter.de/mobil
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All data are automatically search engine optimized (e.g. google.com, yahoo.com,…)
Direct submissions with Google Sitemaps!
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Multiplication! Transmitting to a media-partner network (Web, Web 2.0, social networks, print-publisher)
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• Changes, Complementations with just a click; (changes are immediately forwarded to all media-partners)• Statistics are online immediately as an email-report (including tipps+hints for optimizing)
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= fast, high reaching, local and subregional
Over 4 million people: Frankentipps.de is connecting the region!
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„Frankentipps is not aiming for being the portal with the most events online,
Frankentipps is aiming for reaching the most visitors for one event.“
Strategy
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150.000 user 5.000+ events
500 events
Concentration on ad, circulation, coverage not on events
Concentration on events, no adsMore attention for a event = higher pro rata
regular concepts
Frankentipps.de
150.000 user
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Frankentipps.de offers
+ an optimal, time-saving handling with event-data
+ an enormous fast and far-reaching marketing
+ an excellent support
= administration + advertisement + ticketing in one solution!
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Pros for user
-> Events only – no adds!
-> High quality of delivered information
-> Far-reaching supply
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Pros for user
-> Local and subregional supply
-> Many features and services
-> Newsletter without adds
-> Mobile website: www.frankentipps.de/mobil
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Pros for media-partnere.g. Cityguide hugo!
-> Additional content
-> not branded content
-> High Quality
-> Local and subregional supply
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Pros for media-partnere.g. Cityguide hugo!
-> Immediately data-exchange
-> No running-costs for data- reserach/digitalization
-> Export from online to print
-> No investments, turnover
-> A cost-efficient solution
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Pros for artist
-> event-manager has got an excellent solution for online- marketing
Events are published quick and far-reaching
Further use of published events (e.g. linking, web-napping)
Artists doesn‘t need to be involved in Online-marketing
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Development
Over 1.300 registered event-managersOver 60 media partners
180.000 users per month, in total more than 350.000 by media-network800 GB Traffic on 3 servers
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unique visitors
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In preparation • Multilingualism (e.g. Czech)
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Frankentipps.de:
• A supplier-solution, not just a medium
• cheap and succesfull event advertising solution
• A stable business plan, no free-of-charge service
• A cooperation-model (internet-portal print publisher) that is considered exemplary
= growth and investitions in service, quality and coverage
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The Internet…
Medium Number 1 for information and searching
Key medium and biggest communication revolution in our time
Media structural changeMedia usage, possibilities and press work changes
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The digitalisation and distribution of data is a main topic
The assignment for human ressources in internet-jobs (e.g. data care / servicing on web-media) is gaining
more and more importance
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Is the email-newsletter, the leaflet, the poster or the add in the paper enough for the future?
NO.
Others will become faster with online-marketing !
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Financial crisis!
Budgets + Sponsoring is shortened, canceled!
Internet enables extensive economies!
Take a chance!
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Thank you very much for your attention!