Online Marketing: The Events Industry Edgeworksgroup

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Online Marketing The Events IndustryEdgeworksgro
up
04.23.2009
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• Overview
• Online Marketing - The View from 30,000 Feet
• Event-centric Online Marketing - Changes and
  Challenges
• Internet Marketing The Specifics
• Where Do We Go From Here? Practical Tips

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• The View from 30,000 feet
• Why Market Online?
• Todays Landscape
• Search Engine Marketing
• Social Media Marketing
• Email Marketing
• Online Advertising
• Web Analytics

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• Why Market Online?
• Research
• 9 out of 10 people use search engines to find
  local businesses and events
• 85 of 18-24 yr olds rely on search engines
• 67 of over 65 yr olds rely on search engines
  (cya Yellowpages)
• 78 of people say they use the internet more now
  than 2 years ago
• 69 said they use Blogs as a source for Reviews
  (Social Media)
• 76 said they read Reviews on the internet as a
  primary source of info
• 85 said the quality of a businesses website is
  important in gaining trust

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• The Online Marketing Landscape Today
• Search Engine Marketing
• Social Media Marketing Buzz
• Email Marketing Push
• Online Advertising
• Web Analytics

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• Event-centric Online Marketing
  Changes and Challenges
• How Technology is Changing the Events Industry
• Sample Event Search Volumes, March 2009
• Online Trends in Event Queries
• Local vs. Regional vs. National targeting
• its all local.
• Online Tools

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How Technology is Changing
the Events Industry

• Online Ticket Purchasing
• Instant Reviews lots of information
• Options Galore Broader Searches
• Shorter Entertainment Selection Process

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March 2009 Search Volume, source Google
Search Records

• Things to do this weekend, weekend events,
  live show 200,000 searches

• Music Festival
• What to do in
• Events in
• Event Tickets

• 950,000
• 1,000,000
• 1,600,000
• 2,740,000

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Online Trends in Event Queries 6 year trend for
the Search Term
Things to do in
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FAIRS FESTIVALS LIVE MUSIC
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Search Term Buy tickets for
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festivals in Chicago 1.00  live events in
Chicago... 0  live music in Chicago... 0  fairs
in Chicago 0  things to do in Chicago... 63.0  
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• Local Search
• Google Local Business Listings
• Yahoo Business Listings
• Geo targeted in the Search Term
• Broad Term expectation for local results
• Tools
• Quantcast.com
• goldStar.com

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• Internet Marketing The Specifics
• SEO Organic/Natural Rankings
• What are SERPs
• New sites (Google Sandbox)
• Web Crawlers/Bots/Spiders
• Keywords
• Search Engine Algorithms
• Content
• Links Community
• Site User Behavior

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• Internet Advertising
• Several Flavors
• Websites
• Banners
• Directories/indexes
• Search Engines
• Sponsored Ads
• Local Business Listings
• Email

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• Where Do We Go From Here
• Practical Tips
• Planning  - An Integrated Approach
• Execution  -  Gettin Your Hands Dirty
• Ongoing Activity  - Test Test Test

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Planning

• Take an integrated approach
• Budget
• Target Audiences
• Target Geography
• Call(s) to Action
• Understand the buying/search cycle- meet them
  where their at.

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Execution

• Google Analytics
• Keyword Density
• Links, press releases, social sites
• Start the email list
• Optimize by the page

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Ongoing Activity

• Measurement Tools
• Google Analytics (free)
• Search ranking reporting (ex. webCEO)
• Keyword Research Tool (wordtracker)
• Google Labs (free)
• Analysis - Traffic, Conversions, ROI
• SEO
• Test Test Test

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Stay In Touch!

• Bruce Lupin, CEO
• bruce_at_edgeworksgroup.com
• 866-888-7313 x703
• Doug Rasch, Search Marketing Manager
• doug_at_edgeworksgroup.com
• 866-888-7313 x 709

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• Links
• http//www.quantcast.com/
• https//www.goldstar.com/signup
• http//www.googlelabs.com/ Lots of free
  programs here, some good for business, others are
  just fun. This is were Google will often beta
  release new programs.
• http//www.google.com/analytics/ (the must do
  program)
• http//www.dmoz.org/ good free link submission
  site.
• http//www.google.com/local/add/businessCenter
  this is where you can get your business posted on
  Google maps.
• http//listings.local.yahoo.com/csubmit/index.php
  this is where you can get your business posted on
  Yahoo maps.