#WMTC18: Success in Event Registration: From Online to Onsite

Learn how to create a successful online registration and turn it into a successful onsite event, including ticketing, pricing, and onsite execution.

Session Presented by Katie Sawyer, Eventbrite

Transcript

1. eventbrite | Confidential & Proprietary Success in Event Registration: From Online to Onsite October 25, 2018 Katie Sawyer
2. eventbrite | Confidential & Proprietary agenda 1. Why events help your wine brand 2. How to price your event 3. Create a winning onsite logistics strategy 4. How to promote your event 5. Stand out in a saturated market 6. Agenda item 2
3. eventbrite | Confidential & Proprietary 3 01 Why events help your wine brand CHAPTER
4. eventbrite | Confidential & Proprietary 4
5. eventbrite | Confidential & Proprietary 5
6. eventbrite | Confidential & Proprietary 6 02 How to price your event CHAPTER
7. eventbrite | Confidential & Proprietary Charge what attendees are willing to pay 7
8. eventbrite | Confidential & Proprietary 1 2 3 Perceived value What your customers think they will get out of your event Per-ticket cost What it actually costs you to put on the event Actual price What the attendee pays 8
9. eventbrite | Confidential & Proprietary • Research your competition • Survey your attendees • Experiment with your ticket types Tips to find out your attendees’ perceived value 9
10. eventbrite | Confidential & Proprietary 10 03 Create a winning on-site logistics strategy CHAPTER
11. eventbrite | Confidential & Proprietary Identify your requirements Choose your resources Execute 11
12. eventbrite | Confidential & Proprietary 12 03.1 SECTION Identify your requirements
13. eventbrite | Confidential & Proprietary • Event venue • Site entry • Attendee flow • Point of sale Identify your requirements 13
14. eventbrite | Confidential & Proprietary 14 03.2 SECTION Choose your resources
15. eventbrite | Confidential & Proprietary 1 2 3 Internet Power Onsite technology 15 Nail down your technology
16. eventbrite | Confidential & Proprietary 16 03.3 SECTION Execute
17. eventbrite | Confidential & Proprietary • Provide tech training • Watch for bottlenecks • Set up (plenty of) signage Final touches 17
18. eventbrite | Confidential & Proprietary 18 04 How to promote your event CHAPTER
19. eventbrite | Confidential & Proprietary 19 04.1 SECTION SEO
20. eventbrite | Confidential & Proprietary 70-80% of search engine users are only focusing on the organic results 20
21. eventbrite | Confidential & Proprietary • Post regularly • Monitor your ranking using Google Analytics • Choose a ticketing partner whose site has strong domain authority Make sure Google trusts your site 21
22. eventbrite | Confidential & Proprietary Make your event page show up first on mobile searches 22
23. eventbrite | Confidential & Proprietary 23 04.2 SECTION Social media
24. eventbrite | Confidential & Proprietary 70% of event creators planned to use organic social media in 2018 24
25. eventbrite | Confidential & Proprietary 65% of millennials reported being likely to follow a winery on social media that they encountered and liked at a wine festival 25
26. eventbrite | Confidential & Proprietary “Instagrammers constantly are inspired by visual content taken at local businesses and experiences in their community,” MIKE BRONFIN Product Marketing Manager, Business Platform Instagram 26
27. eventbrite | Confidential & Proprietary • Mention: Monitor keywords or phrases on blogs, news sites, RSS feeds, forums, and social media. • Google Alerts: Set up alerts for your industry, your competitors, and for yourself. • Google Analytics: Look at your website search traffic to see where visitors are coming from. Choose the social media platforms that make sense for your event — and ditch the rest 27
28. eventbrite | Confidential & Proprietary 63% of event creators used influencer marketing in 2017 28
29. eventbrite | Confidential & Proprietary • Use technology to help find the right influencers • Align your campaign plan with your goals • Don’t just think about what they can do for you How to use social media influencers to drive attendance 29
30. eventbrite | Confidential & Proprietary • Keep it short and simple • Be specific • Make it easy for people to take an action Include a clear call-to-action 30
31. eventbrite | Confidential & Proprietary 31 04.3 SECTION Make it easy for people to purchase tickets
32. eventbrite | Confidential & Proprietary Sell more Events that sell tickets directly on Facebook and Instagram can drive more sales and free registrations 32
33. eventbrite | Confidential & Proprietary • Link directly from your profile to your ticketing or registration page • Make sure your payment process is built for mobile viewers • Feature a “Get Tickets” button How to simplify the purchase process 33
34. eventbrite | Confidential & Proprietary 34 05 Stand out in a saturated market CHAPTER
35. eventbrite | Confidential & Proprietary 1 2 3 Make it exclusive Find a unique venue Use unexpected food combinations 35
36. eventbrite | Confidential & Proprietary 36 Whether you’re a winery owner, winemaker, or an event organizer — or all three — events are a vital part of brand strategy
37. eventbrite | Confidential & Proprietary Thanks!