Marketing 10101010101

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Marketing 10101010101

• MarComm in the digital age

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My favorite subject

• This first section delves into what Ive long
  considered to be my favorite subject.

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• Me

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Agenda

• Not embarrass self
• Search Engine Optimization
• Email
• Using Customer Data/Lead Capture
• Free and Paid Advertising
•                       

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Search Engine Optimization

• What is it?
• Simply, getting your site listed for key queries
  in Google, Yahoo, MSN, AOL, etc.
  
• Why do we care?
• The world is searching. More than 50 of
  Americans search every time they use the
  internet
  
• 47 of internet users use search to find
  entertainment websites
  
• SEO is free

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SE Relationships
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SEO - continued

• The algos
• What are the engines looking for? RELEVANCY AND
  POPULARITY
  
• How do they determine that?
• YEARS OF TRIAL AND ERROR
• Do I like to emphasize using caps?
• YES. YES I DO

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SEO - continued

• Best practice SEO (tried and true). Getting
  right
  
• Meta
• Content
• Linking
• Site structure
• Alt tags

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SEO - continued

• Step One see next page please

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KILL THE FLASH
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SEO - continued

• Meta tags
• Title key value and selling proposition
• Description
• Keywords
• Specificity important los angeles improv vs.
  shows
  
• KWs that people actually type misspellings

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SEO - continued

• Great meta

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SEO - continued

• How meta is displayed to the user

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SEO - continued

• Content
• Write for people, not for engines
• Ok, write a little bit for engines
• Populate with keywords, but naturally
• Watch spam!
• At ComedySportz LA, we feature some of the best,
  funniest comedy shows in Los Angeles. Thousands
  of people come to our comedy shows every year. In
  fact, this year, among all the comedy shows in
  Los Angeles, our comedy shows have been the best
  received by the comedy show critics. By the way,
  did we mention that we do comedy shows? If not,
  comedy shows comedy shows comedy shows. If so,
  on behalf of the comedy shows team, we hope
  youll come and see one of our comedy shows.
  Sincerely, Kahm Eddie Shoze

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SEO Break

• Here is a picture of a salmon jumping into a
  bears mouth. Just look at that!

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SEO - continued

• Linking
• Internal links
• Keyword rich instead of to see the rules of
  ComedySportz, click here, youd say heres
  helpful information on ComedySportz rules
  
• External links
• This means everything! Its web-votes!
• Keyword rich for terms you want to be ranked on
• Youve got a goldmine of votes students and
  their webpages! Other ComedySportz Sites. Other
  partner sites. Other theatre sites. Your own
  sites.
• Reco focus on 3 and go crazy!
• PRWeb.com

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SEO - continued

• Structure
• Dont go too deep. Keep the site fairly flat
• Two clicks from root

Home Page
Shows
Tickets
About Us
Videos
Main Stage
College/ High School
Schedule
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SEO - continued

• Alt tags
• Instead of Image1.jpg ? bearsalmon.jpg
• Alt tags have lost some of their importance, but
  they still play a part. Everything has to work
  in concert. Preferably, a Van Halen concert.

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SEO - continued

• Make it all work together
• The content should be reflective of the title
  should be reflective of the meta should be
  reflective of the linking should be reflective of
  the alt tags, etc.
• Quick exercise Los Angeles kid birthday ideas
• Title, kws, meta description, paragraph of
  content, link to more information
  

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SEO - continued

• Google local
• Ummm
• Free and easy https//www.google.com/local/add/lo
  gin

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SEO - continued

• Free tools to play around with
• http//www.seocompany.ca/tool/seo-tools.html
• Oh Im sorry, you in the backdid you have a
  question? Uh huh. Im glad you asked. Yes, I
  am a nerd. Next question?

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Email

• Subject line
• Content
• Deliverability
• Offers
• Opt out preference center

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Email - continued

• Subject line short, extremely interesting
• Make sure CsZ or something recognizable is in the
  from line
  
• Deliver on the subject line
• Test two subject lines on 20 of the list, blast
  the winner to the other 80
  
• Measure everything opens, clicks, sales

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Email - continued

• Content
• Whats the goal?
• Sell tickets? Keep email short. Focused. Get
  them to the site with something really
  compelling.
  
• Keep people informed? Allows for more content,
  but not too much more.
  
• Keep them engaged? Send them links to approved
  videos, new shows coming up, hilarious photos
  involving hilarity and photos.
  
• 80/20 email?

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Email - continued

• Deliverability
• Test time of day
• Day of week
• Weekends used to be a no-no. Now some
  newsletters have the most success here

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Email break
Whale highway! A friggin whale highway!
Weeeeeeeeeeeeeeee!
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Email - continued

• Offers
• Recommended in every sales email
• 2 for 1s
• Discounts
• Enter to win
• Prank a friend
• First to see new short video
• First 10 get x off

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Email - continued

• Preference center
• Give options when somebody wants to unsubscribe.
  Try to keep them!
  
• Monthly newsletter has the video of the month
• Ticket offers occasional emails with offers to
  get discounted tickets
  
• The New Show alerts whenever CsZ launches a new
  show
  
• Classes
• Group emails

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Customer Data

• The better the segmentation, the better the
  response
  
• OC vs. LA
• Students vs. Visitors
• Out-of-towners vs. in-towners
• Age
• Part of group or single
• Frequent/one-time
• Lots of work, unfortunately. But very often pays
  off.
  

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How to capture leads

• Use everything in your power
• Compelling content to make email recipient want
  to forward to a friend
  
• Sign ups all over the website
• Sign ups at theatre
• Birthdays
• Classes info
• Register to win something demo-appropriate
• When tickets are ordered
• Group email confirmations
• MySpace link to sign up
• Youtube link to sign up
• Reco dont make sign-ups a requirement for
  showing video
  

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Advertising

• Note there is one SuperBowl slot left for
  purchase this weekend! No more than 2.3
  million. Im just saying

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Advertising break
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Advertising Break - continued
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Advertising - continued

• Paid advertising
• Please, please, please master paid search
• Go for obvious terms la improv, los angeles
  improv, la comedy, la comedy clubs, etc
  
• Obvious terms, geo-targeted improv,
  improvisation, comedy shows, etc.
  
• And non-obvious terms birthday party ideas,
  bachelorette party ideas, corporate entertainment
  ?based on the groups that youve had experience
  with
• Test and track everything placement, creative,
  landing pages, offers, etc.
  
• Online streaming radio
• Online Yellow Pages

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Advertising - continued

• Free advertising
• ComedySportz Content theres a market
• Radio shows
• PR (use your stars)
• Internet shows
• YouTube
• Control how people interact with ComedySportz to
  the best of your ability
  
• Create a powerful ComedySportz page
• Optimize

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Advertising - continued
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Advertising - continued

• Optimizing YouTube page

Use relevant tags to describe the video Use as
many relevant tags as possible
Think long tail searches when it comes to tags
Use adjectives Add category descriptive tags M
ost important tags should also match title and
description of movie Don't use "and" "or" etc. w
ords as tags From SearchEngineLand.com, 2007
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Advertising - continued

• Free advertising continued
• Sensible partnerships with like-theatres, groups
  you work with (well put out your fliers if you
  put out our fliers), local restaurant ads in
  programs/collateral for an ad in their menu, etc
• Consider doing the postcard printing for student
  shows control the look/feel and combat entropy.
  You heard me.
  
• Viral brainstorms
• Dont ask me. I havent figured this out either.
  But my AskANinja friends dont have dayjobs any
  longer.
  
• PRWeb not free, but close

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Too overwhelming?

• Three things you must do
• Get site into HTML
• Optimize the email process
• Figure out paid search

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Last idea

• Thought of this at 209 am, so this could be a
  horrible idea for revenue generation
  
• Birthday improv videos
• 1 minute long
• Name and email address
• What he/she does and something interesting about
  that person
  
• Hard core pitch for CsZ at end of snippet
• I love the word snippet

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Resources

• Dont Make Me Think
• MondayMorningMemo.com
• PRWeb.com
• Wizard of Ads
• Bourbon