5 Ways to Drive ROI: With an Eye Towards Integrated Marketing

5 WAYS TO DRIVE ROI With an Eye Towards Integrated Marketing

League of Historic American Theatres

July 17, 2014

etix.com | rockhousepartners.com

#1 HOW DO I BUY A

TICKET?


OPTIMIZATION: IMPROVE WEBSITE

85% of all tickets

are purchased

online


OPTIMIZATION: CREATE FOR MOBILE

19% of Etix

transactions occur on mobile


OPTIMIZATION: DRIVE PHONE CALLS

The average order value of a phone

sale is

2x online sales


OPTIMIZATION: INCREASE VISITS

50% of website traffic

comes from organic

searches


#2 WHERE DO I SIT?


WHERE DO I PARK?

WHERE DO I SIT?


UPSELLS: PARKING

For 2014 Etix performances, parking upsells

have added

$570,000 in incremental

revenue


UPSELLS: FOOD & BEVERAGE

Food & Bev pages can gather

20,000+ in annual website

visits


UPSELLS: MERCHANDISE

Upsells and bundling can

add up to

7% in incremental

revenue


UPSELLS: MORE IDEAS

DAY BEFORE EMAIL: PARKING INFORMATION +

SPECIAL OFFERS

IN-VENUE UPGRADES: PREMIUM SEATS

IN-VENUE MERCHANDISE

MOBILE UPDATES & UPSELLS


#3 HOW MANY

TICKETS DO YOU SELL PER ORDER?


YOU DON’T KNOW JACK…


YOU DON’T KNOW JACK… OR JILL.


THIS MAN IS NOT YOUR FRIEND


DATABASE BUILDING: CONTESTING

The average online ticket

order:

2.7 tickets


DATABASE BUILDING: EMAIL CAPTURE

2.5x 1-click forms gather more organic sign-

ups than text links


DATABASE BUILDING: PRE-SALE EMAIL CAPTURE

28% average conversion

rate from emails captured pre-sale

through Etix


#4 HOW LONG DOES

YOUR EVENT REALLY LAST?


EVENT LIFE CYCLE: WELCOME EMAIL

Open rate for welcome emails is

4x greater than regular

promotional emails


EVENT LIFE CYCLE: PRE-SALES

Pre-sale emails alone

account for at least

10% of total

ticket sales


EVENT LIFE CYCLE: AFTERGLOW

2x the email opens

6x the click rates


THANK YOU FOR COMING!

http://circuitoftheamericas.com/f1/recap


#5 WHAT CAN I DO FOR MY SPONSORS?


SPONSORSHIPS: INCREASING VALUE

One mid-size client

generated

1,000,000+ email opens

in the last year


WHAT CAN MY SPONSOR

DO FOR ME?


SPONSORSHIPS: ACTIVATION

Activating event partners &

sponsors can expand social reach

up to

2,500%


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


GOOGLE YOURSELF (DESKTOP & MOBILE)

VIEW WEBSITE ON YOUR PHONE

ADD A CLICK-TO-CALL BUTTON ON YOUR MOBILE SITE

BUY A TICKET/SUBSCRIPTION 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


BONUS: DIGITAL AUDIT


Questions?


JOE KUSTELSKI [email protected]

615-772-6196

@rhpartners

NEXT STEPS? CASE STUDIES? LET’S TALK!

AMANDA SEVERS [email protected]

434-953-8668

@etix_world

5 Ways to Drive ROI: With an Eye Towards Integrated Marketing

Marketing

Transcript of 5 Ways to Drive ROI: With an Eye Towards Integrated Marketing