Stop Wasting Advertising...
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Stop Wasting Advertising Dollars Welcome to Digital Marketing Follow along at hello.etix.com/stop
Transcript of Stop Wasting Advertising...
Stop Wasting Advertising Dollars
Welcome to Digital Marketing
Follow along at
hello.etix.com/stop
EVOLUTION OF MARKETING
Advertising > Content > Data (Timing, Individual)
DATABASE DEVELOPMENTAUTOMATIONEXCLUSIVITY
REGULAR COMMUNICATIONS
EMAIL MARKETING
1-click forms gather
2.5xmore organic sign-ups than
text links
Ticket Buyers | Organic Signups | Contest Entries | Wifi Capture | Box Office Collection
DEVELOP YOUR DATABASE
Why send automated emails?
● Saves time
● Introduce yourself and remind your
audience why they signed up
● Establishes a connection with your fans
● Fewer unsubscribes
● Welcome series are NOT an opportunity
to sell tickets or solicit donations - too
soonThe click rate for
welcome emails is
4xgreater than regular promotional emails
AUTOMATION
Types of automated emails
● Welcome and thanks for being here
● Here’s what you can expect from our emails
○ Announcements
○ Presale codes
○ Contest information
○ Ticket promotions
● Get to know our venue/event
● Follow us on social media
(this is not the time to sale!)
Subscribers who receive a welcome
email show
33%more long-term brand
engagement.
AUTOMATION
What to include in your automated emails:
● Avoid dates or time sensitive content
● Recognizable subject line, sender name,
and branding
● Personalization
● Thank you message
● What to expect
● Link to email preference page
● One relevant Call To Action
● Social media buttons 74.4%of people expect to receive a welcome
email as soon as they subscribe.
AUTOMATION
Provide your email database with information not yet available to the public. Exclusivity keeps subscribers engaged and feeling valued.
Note: Focus on time, not necessarily money.
EXCLUSIVITY
● Trains database on what to expect
● Makes it easy for a user to find tickets
● Encourages conversions
● Less unsubscribes
● Fosters loyalty
REGULAR COMMUNICATIONS
● Plan ahead - months in advance!
● Keep branding and look consistent
● This is your email, not your website!
● Include exclusive or valuable offers
● Include at least one call to action
● Test your email
● Include partner_id=224
● Track performance
BEST PRACTICES
Maximizing Your Opportunities
Wednesday at 9:45am
Connect your email provider with Google Analytics to track the success of your emails! You will be able to find this data in Acquisitions > Campaigns.
*Make sure your Google Analytics account is integrated with Etix so you can see ecommerce data.
TRACKING SUCCESS
SOCIAL NETWORKSADWORDS PAID SEARCH & DISPLAY
RETARGETING
DIGITAL ADVERTISING
Organic page posts rarely get in front of social media users. Boost your posts to increase engagement & create social ads to drive conversions.
SOCIAL NETWORK ADS
USE FACEBOOK ADS MANAGER
PRE-CAMPAIGN ITEMS
In the Crosshairs:
Take Your Best Shot at
Audience Targeting
Wednesday at 9am
GOOGLE ADWORDSPAID SEARCH
● On PCs, tablets, and smartphones, if the words people type into Google match your keywords, your ad can appear above the search results.
● You only pay when someone engages with your ad (i.e. clicking to your website)
● Hits potential ticket buyers when they are early in the buying process + when they are close to making the purchase.
DISPLAY NETWORK● With millions of websites, news pages, blogs, and Google
websites like Gmail and YouTube, the Google Display Network reaches 90% of Internet users worldwide.
● Create highly targeted campaigns based on what you know about your customers, such as interests or demographics.
● Utilize creative to educate potential buyers, drive clicks to your website, or encourage purchases.
GETTING STARTED WITH ADWORDSCreate an Adwords account (users, billing, business details)
Determine campaign type (paid search or display)
Determine audience & campaign run items (daily budget, dates, bid strategy)
Create your text ad or upload ad creative
Track & monitor progress overtime
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RETARGETINGRemarketing shows ads to people who've visited your website. When people leave your
website without buying anything, remarketing helps you reconnect with them by showing relevant ads across their different devices.
1Create remarketing
pixel code & install on your website
2Platform buckets
cookie data on those visiting your website
3Use platform to serve
display ads to people in these buckets
RETARGETING : GETTING STARTEDRemarketing shows ads to people who've visited your website. When people leave your
website without buying anything, remarketing helps you reconnect with them by showing relevant ads across their different devices.
<!— Facebook Pixel Code —><script>!function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async=!0;t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,document,'script','https://connect.facebook.net/en_US/fbevents.js');// Insert Your Facebook Pixel ID below. fbq('init', 'FB_PIXEL_ID');fbq('track', 'PageView');</script><!— Insert Your Facebook Pixel ID below. —> <noscript><img height=“1” width=“1” style=“display:none”src=“https://www.facebook.com/tr?id=FB_PIXEL_ID&ev=PageView&noscript=1”/></noscript><!— End Facebook Pixel Code —>
● Implement conversion pixels on Etix confirmation
pages to attribute orders & revenue to ads
● Use partner_id=294 to track direct conversions in Etix
● Regularly monitor your ad performance - don’t wait
until the end of the run!
TRACKING SUCCESS
$$$Comps: 2 VIP Wristbands
presale password = RALEIGH
DIGITAL MARKETING IN ACTION
DATABASE DEVELOPMENT
$$ + 2 COMPSEMAIL ADDRESSES + PHONE NUMBERS
EMAIL COMMUNICATIONSANNOUNCEMENT PRESALE THANKS FOR PARTICIPATING
DIGITAL ADS
Maximizing Your Opportunities
Wednesday at 9:45am
Say [email protected] | rockhousepartners.com
Questions?
Samantha CuellarMarketing [email protected]
Alexa ColasurdoClient Marketing [email protected]
