FFF Convention & IAFE Zone II Meeting - Ecommerce is easy - sell more online!

Jessica Bybee-Dziedzic | Saffire

Why do we have

ECOMMERCE IS SO IMPORTANT FOR EVENTS!

ECOMMERCE=INSURANCE POLICY

THINGS HAVE CHANGED BEFORE

19971897 NOW

THE BAR KEEPS GETTING HIGHER

ECOMMERCE ON THE RISE

ECOMMERCE ON THE RISE

WHAT DO CUSTOMERS BUY ONLINE?• Advance Tickets/Wristbands• Merchandise• Memberships• Vendor Payments• Sponsor Payments• Facility Rental

ECOMMERCE EXPECTATIONSHOMEPAGE 100%

PRODUCT PAGE 16%CART 4%BUY 1-2%

How much is the

dollars per online sale?

HOW MUCH CAN YOU MAKE?• Let’s say you have 10k visitors• 1.5% buy online = 150 purchases• At $60 average purchase, that’s $9,000 incremental revenue

BUY FROM ANY PAGE

DON’T FORGET YOUR HOMEPAGE

THE BIGGEST MISSED OPPORTUNITY

PHOTOS & VIDEOS SELL

TICKETS & DEALS PAGE

CREATE CUSTOMER CONFIDENCE

SHOW & TELLGREAT INFO

+ GREAT IMAGERY = GREAT SALES

DETAILED INFO - HOURS, LOCATION

INCLUDE IMAGERY

BACK TO AMAZON

INCLUDE VIDEO ON EVENT PAGES

Time spent watching

has grown 38% in 2 years.

of consumers say videos are helpful when shoppingonline.

BRAINSTORM PROMO IDEAS!• Makeup• Navigation app• Campbell’s soup• Coffee creamer• Nerf guns

BRAINSTORM PROMO IDEAS!

FACEBOOK ADS

ADD EMAIL TO ECOMMERCE STRATEGY

Email Promotion

DISCOUNTS ARE USED7 in 10 people say they used a coupon or discountfrom a marketing email in the last 7 days.

USE PROMO CODES

PROMO CODE BENEFITS• Make customers feel “exclusive”• Measure ROI of your various media promotions• Include sponsor tie-in – use sponsor name as promo code

DETERMINING DISCOUNTS• Only 80-90% of tickets bought online are redeemed.• Consider 10-20% discount.• You could break even!

(Mobile commerce is now 30% of all U.S. e-commerce)

MOBILE PURCHASE

LOCAL ADVANTAGE• Customers increasingly use mobile search to shop.• 95% of all mobile searches are for local goods.• 61% of all local searches result in a purchase.

PRINT-AT-HOME TICKETS• Save your sanity• Ideal for sponsors (cover fees!)• Add a coupon or ad (more fees!)

BUNDLE ITEMSSELL MORE TYPES OF ITEMS TOGETHER

An admission ticket with:• Parking• Food vendors• Carnival wristband• Merchandise – souvenier cups

BUNDLE ITEMSSELL A REOCCURENCE OF THE SAME ITEM

• Season passes• With or without carnival

• Weekday passes• Early bird passes

BUNDLE ITEMSSELL MORE OF A PARTICULAR ITEM AT ONCE

• Date night pass• Family 4-pack • Family 5-pack?

OFFER PRICIER ITEMS

Your Family Pack looks like a steal!

CREATIVE BUTTON NAMES

ADD COUNTDOWN TO ITEMS

ALLOW PARTICIPANT ONLINE REG.

ALLOW VENDORS ONLINE REG.

REMEMBER THE FUNNELHOMEPAGE 100%

PRODUCT PAGE 16%CART 4%BUY 1-2%

CAST A BIG NETGet more people TO your homepage so you have a bigger number to start!Your website must be:• Easy to find – Are you on Google’s first page?• Compelling – Once people get there, do they like what they see?• Easy to navigate – Can people find what they’re looking for?

ALWAYS BE HUSTLIN’• Try to think of new creative ways YOU can sell online!• Don’t underestimate online sales – It’s money in the bank!• People expect to buy online, so make sure you’re getting a share!• Dabble in more expensive items and bundles!

Jessica [email protected]