Marketing3 - NACE Experience 2013
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Marketing3 - NACE Experience 2013

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  • WARREN:Ask Questions to the audience – What do you think a brand is?
  • Second, deeper layer of the relationship with your customers Pricing integrity through multiple venues (ie Pepin to Farmer’s Market)
  • Great video, needs to be stopped at 2:28 to avoid confusion You make them, you unmake them - DISCUSSIONLINK: http://www.youtube.com/watch?v=JKIAOZZritk
  • The Way We Were
  • LINK: http://www.viddler.com/v/96aa2768
  • These things are Branding 101The sales team sells the first event, the people and event staff sell every event after.
  • WARREN: Redesigned logo and colors provided a clean, elegant and refined persona that can be translated into many event styles and marketing campaigns.Fonts selected are a mix between basic beauty and styled personality – select a bold, but clean logo font; a distinct, but legible body text font that looks good in multiple scenarios (bold, italic, caps), and a unique accent font (script, etc.)Define your design details that can be carried through many executions – website, print collateral, etc. – in our case, the branded pattern and unique shapeHigh quality images with bold colors, strong lighting and proper styling/compositionBe consistent! If you select a font, use it EVERYWHERE. From letters, staff manuals, wall decals, truck designs, business cards, advertising, etc.
  • COMMENTS: We tell our clients – “It’s more than a tagline….”
  • KEY FEATURESBranding elements integrated into designTop of the page (mirrored from homepage): contact phone numbers, site search and social media linksFront & center: beautiful imagery, blog exploration box, Facebook and Twitter integrationBelow “the fold”: Contact form
  • KEY FEATURESBranding elements integrated into designTop of the page (mirrored from homepage): contact phone numbers, site search and social media linksFront & center: beautiful imagery, blog exploration box, Facebook and Twitter integrationBelow “the fold”: Contact form and links to featured photographers and cinematographers Engagement enhancers: full posts visible from main page, Facebook Like and Tweet buttons at the top of each post
  • KEY FEATURESBanner image design consistent with brandingFeatures contact information and websiteVariety of content: original videos, photos and blog posts, real events coverage, curated links to Pinterest, blog posts, partner websites (venues, vendors, etc.)
  • KEY FEATURESConsistent profile image across all social media platformsTranslates similar content from Facebook into Twitter appropriate posts (shortened links, concise posts, links to images) Custom designed background to utilize valuable branding real estate to communicate contact information and brand promise
  • KEY FEATURESConsistent profile image and brand contact information/promiseLinks to other social media pagesVariety of Pin Board content including original and curated contentConsistent naming convention for boards
  • KEY FEATURESConsistent imagery and branded designTwo executions – full page and small scale ad sizeDesigned to follow the pattern the eye naturally travels (top right -> top left -> diagonal -> bottom right -> bottom left) Includes contact formats for the traditional and tech savvy
  • KEY FEATURESConsistent designFeatures 10 different beautiful images on the reverse sideSlightly unique sizeQuality paper stock and thicknessVendor: Moo.com
  • KEY FEATURESFollows brand standards set by advertising, website, other collateral Features both locations
  • KEY FEATURESFollows brand standards set by advertising, website, other collateral Features both locations
  • KEY FEATURESTote bags – filled as a thank you gift bags for brides who book their weddingsCups – multi-purpose from venues to clients and employeesEco-shopping bags – beautiful packaging for left overs and thank you for full-service events
  • ownership? new salad??
  • REMEMBER: Social Media Marketing is a growing PROCESS! HANDOUT: See your hand out for Mashable 101’s: http://mashable.com/social-media/
  • REMEMBER: Social Media Marketing is a growing PROCESS! HANDOUT: See your hand out links to full-on training links for each
  • We use Wordpress as our platform. It’s what our web team built and it’s a great tool, but can be complex. It’s important to find a tool that’s a good fit for your needs and skill level
  • Content building tools: Google readerGoogle blog searchPage building tools: Your best resource may be website developer!
  • Link to your credits/sources within your posts. Not only is it polite, it’s helpful for your site’s ranking within search engines.
  • Facebook is the #1 source of referral traffic to our website in the last year (separate from Search traffic)
  • Simple ContentBig results! 707 impressions, 16 likes and 4 positive comments
  • Page admin tools give you immediate updates on your page’s engagement
  • HANDOUT: read the Mashable Guidebook! Twitter is a very nuanced tool, and requires a more in-depth introduction than we have time for today to explore it’s full potential.Because our audience is primarily industry contacts, we focus on the community aspect of Twitter.
  • HANDOUT: read the Mashable Guidebook! Twitter is a very nuanced tool, and requires a more in-depth introduction than we have time for today to explore it’s full potential.Because our audience is primarily industry contacts, we focus on the community aspect of the site, but we do post content regularly that is engaging to both industry and clientele.
  • Pinterest is connecting people all over the world based on shared tastes and interests.
  • Source: Eye Track Shop http://mashable.com/2012/05/29/pinterest-eye-tracking-study/
  • HANDOUT: See the Pinterest for Business Guide
  • HANDOUT: See the Pinterest for Business Guide
  • VIDEOContent is king!!Use effective tools like HootsuiteCreate your own systemCreate your own content plan
  • WEBSITELiving & breathingInstall Google analytics Check monthly: overall traffic, traffic sources and popular content on siteRevamp the site every 1.5 years based on your findings, until you’re happy with the site
  • - Venue finder on website
  • KEY FEATURESConsistent profile image and brand contact information/promiseLinks to other social media pagesVenues listed in order of relationship (Exclusive, Preferred and Trusted), then by alphabetFILTER RESULTS: the star! Allows clients to filter by neighborhood, capacity, special features,
  • KEY FEATURESConsistent profile image and brand contact information/promiseLinks to other social media pagesVenues listed in order of relationship (Exclusive, Preferred and Trusted), then by alphabetFILTER RESULTS: the star! Allows clients to filter by neighborhood, capacity, special features,
  • KEY FEATURESQUICK CONTACT: Links to website, social media and review sites SITE CAPACITIES: show cocktail, dinner, dinner with dancing, wedding ceremony, meeting style and theatre style setups IMAGE GALLERY: with logo and beautiful images of space and real eventsRECENT EVENTS & NEWS: Showcases real events at the venue and links to blog posts and videos of the events
  • KEY FEATURESDESCRIPTION: usually provided by the venue or adapted from their websiteMAP: pulls from Google MapsSPECIAL FEATURES: answers important qualifier questions such as wifi, meeting spaces, and parkingRESTRICTIONS: opportunity to call out further qualifiers, such as no glass bottles or open flames
  • Search Traffic: 55.4% (42,454 visits)Referral Traffic: 21.1% (16,195 visits)Direct Traffic: 23.5% (18,037 visits)
  • Views for venue pages ON venues.puffnstuff.com
  • ADDED BONUS! Venues link back to us and produce two-way referrals15 of the top 30 referral traffic sources are from venues!8 of the remaining top 30 sources are SOCIAL MEDIA
  • - Venue finder on website
  • Marketing Mix = online advertising, marketing events, direct sales, custom collateral, etc. Tactics = WEDDING WIRE online advertising, BRIDAL SHOW marketing events, DEDICATED BALLROOM SALES TEAM direct sales, etc.

Marketing3 - NACE Experience 2013 Marketing3 - NACE Experience 2013 Presentation Transcript

  • BRANDING +TECHNOLOGY + REFERRAL MARKETING = SUCCESS! MARKETING3
  •  What happens when you combine Branding, Technology and Referral Marketing? 1 + 1 + 1 = exponential success!  Today‟s case study demonstrates the strength of this powerful marketing mix. TODAY‟S SESSION
  •  Entrepreneurial from the beginning  Professional Experience  Car Detailing, Puff „n Stuff Catering, Disney Weddings, Disney Institute, Scott Kay  Purchased PnSC in 2003  Current ICA board member and regular speaker for the ICA, NACE , The Special Event, and EPCAS  Partner in RPI Purchasing MY STORY Warren Dietel, Owner & President
  • BRANDINGDEFINING YOUR CUSTOMER EXPERIENCE & REPUTATION
  • An identity that makes your service recognizable to consumers  Name  Design  Imagery A BRAND IS…  Logo  Slogan  Actions
  • A BRAND IS… A Promise to Your Customers  Standards of Service  Corporate Responsibility  Consistent Experiences  Pricing Integrity  Across Multiple Venues
  • http://www.youtube.com/watch?v=JKIAOZZritk
  •  Opened in 1980 as a family-owned business  Positive reputation in the community  Purchased in 2003, annual sales of $1.8M, at operational limit  Infrastructure required improvements to support growth THE PUFF STORY
  •  Tremendous potential + aggressive growth plan = 267% growth in 3 years  Over 400 staff members strong (60 FT)  Expanded the award-winning team into the Tampa market with an acquisition and opening of a second office  Four exclusive venues & many more preferred  “Passionately Perfecting Life’s Celebrations!” THE PUFF STORY
  • http://www.viddler.com/v/96aa2768 BUILDING A BRAND IS TELLING YOUR STORY!
  •  Logo & identity design  Mission/brand promise  Website & blog  Social media & video advertising  Business cards  Marketing collateral  Branded gifts & products  PEOPLE! YOUR STORY- TELLING TOOLS THE BASICS
  •  Logo  Colors  Fonts  Patterns  Design details  Imagery styles  All about consistency! THE LOGO & IDENTITY DESIGN
  • Plaster it everywhere Ingrain it within your entire team Deliver every time or make it right! MISSION & BRAND PROMISE
  • It‟s more than a tagline, a mission statement or a mantra. It‟s our way of life. One that we‟ve been celebrating for 30 years!
  • WEBSIT E
  • BLOG DESIGN
  • SOCIAL MEDIA  Facebook
  • SOCIAL MEDIA  Twitter
  • SOCIAL MEDIA  Pinterest
  • ADVERTISING
  • Front Back BUSINESS CARDS
  • MARKETIN G COLLATER AL  Print  Digital  Email
  • MARKETIN G COLLATER AL  Print  Digital  Email
  • MARKETIN G COLLATER AL  Print  Digital  Email
  • BRANDED GIFTS & PROMOTIONAL ITEMS
  • THE EXTRA MILE Office design  Sales script  Tasting policies  Catering vehicles  Employee uniforms  Branded event disposables  Whatever makes you, YOU! YOUR STORY- TELLING TOOLS
  • YOUR PEOPLE
  • SethGodin.com CONTINUED BRANDING EDUCATION
  • SOCIAL MEDIAENGAGING YOUR
  •  A powerful tool with resources to engage both new and current customers, as well as industry contacts  DO: Research best practices, discover popular social networks in your area and start small  DON‟T: Get overwhelmed before you start or try to do everything at once SOCIAL MEDIA
  • TODAY‟S INTRODUCTIONS
  •  Engage new and current clients  Personal introduction to your company  Show your portfolio  Demonstrates thought leadership & expertise  Provide inspiration BLOG – WHY?
  •  Talk to your customers  Study your competition  Determine your target readers  Use your intel to plan unique, thoughtful and engaging content  Create a posting schedule  Connect to your website! BLOG – HOW?
  • MAKE YOUR POSTS WORK HARDER!  Use image alternate text  Optimize your post text with search key words  Link to credits/sources within your post BLOG – HOW?
  •  Engage: current customers and friends (vendors, employees, etc.)  1.1 Billion users worldwide (March 2013)  Maintain your presence in the market place & top-of-mind awareness  Drive traffic to your website and blog  Tell your story! FACEBOOK – WHY?
  •  Optimize your page design  Determine your targets and content  Share your blog posts, recent work, images of employees  Tag your posts with relevant hashtags (#)  Posts can be “tagged” with hashtags that function like search keywords (i.e. #wedding)  Post live from events  Comment on current news  Avoid commenting on controversial topics unless they directly affect you FACEBOOK – HOW?
  • • Utilize the page admin tools FACEBOOK – HOW?
  • USE FACEBOOK AS YOUR BRAND  New feature!  Engage with followers as your brand  Respond to comments  Like posts and pages  Send messages FACEBOOK – HOW?
  • REPURPOSE BLOG CONTENT Post the images in a Facebook album  Post a link to blog  Tag vendors‟ or sources‟ pages in both via @tagging REAP THE REWARDS Shares, likes & comments  Shopper engagement  Link value/SEO  Referral credit with your partners MAKE IT WORK HARDER
  •  “Micro-blogging” site  Messages (tweets) limited to 140 characters  Posts can be informative or conversational  Posts can link to websites and images  Posts can be “tagged” with hashtags that function like search keywords (i.e. #wedding)  Posts can mention other tweeters “@pscatering your food was delicious last night!” TWITTER – WHAT?
  •  Engage: event industry partners and fans  554 million users worldwide (April 2012)  Connect with customers who are looking for information  Create top-of-mind awareness with your industry partners  Drive traffic to your blog or specific website content  Tell your story! TWITTER – WHY?
  •  Find your voice  Follow your venues, vendors, competition and industry groups  Share links to your blogs and other relevant info  Tweet live from events  Be social! Participate in #FF (Follow Friday) and #ww (Wedding Wednesday) and share relevant info, refer favorite vendors, etc. TWITTER – HOW?
  • REPURPOSE BLOG CONTENT Link to the post  #tag event theme (#weddings)  @tag vendors or sources REAP THE REWARDS Retweets & comments  Shopper engagement  Link value/SEO  Referral credit with your partners MAKE IT WORK HARDER
  •  A newer social media channel  Visual bookmarking  Users create virtual pin boards linking to the original source (i.e. your blog!)  Inspiration is a primary user goal  Perfect for connecting with NEW clients and maintaining top-of-mind awareness with current clients PINTEREST– WHAT?
  • PINTEREST– WHAT?
  • PINTEREST– WHAT?
  • Clicking takes the user to our blog post about Mason Jar Trends… And hopefully deeper into our site! PINTEREST– WHAT?
  • OBJECTIVE  Brand pages are just as popular as category pages  Brand page images are repinned more than independent images  Over 46 million users (worldwide) SUBJECTIV E Like brands better after viewing their Pinterest  More likely to purchase from a brand they engage with on Pinterest Source: Eye Track Shop, May 2012 http://mashable.com/2012/05/29/pinterest-eye-tracking-study/ PINTEREST– WHY?
  •  Create a business account  Get your website verified to show pinners you‟re a trustworthy source  Add the “Pin It” button to your site  Track your pinning activity with Pinterest Analytics Learn what pinners like and use this information to tailor your website and Pinterest boards. PINTEREST– HOW?
  •  Explore event and food related boards  Re-pin inspiring images to your boards  Create boards based around themes, trends, menus, event types, vendors, venues, etc!  Pin your original work  Pin local vendors whenever possible  Credit your sources! PINTEREST– HOW?
  • REPURPOSE BLOG CONTENT Post the images  Link to blog post & credit source REAP THE REWARDS Image likes, comments & repins  Shopper engagement  Link value/SEO  Referral credit with your partners MAKE IT WORK HARDER
  • FIND SOCIAL MEDIA SYNERGY
  • Keep usernames consistent Use a document to track user names Create a posting schedule Create a posting “cheat sheet” with instructions for interns and assistants Use tools like Hootsuite to pre-schedule and track Facebook updates, Tweets, and more Don‟t lose sight of your goal: ENGAGEMENT MAKE IT MANAGEABLE
  • REFERRALVENUE, VENUES, VENUES!
  • VENUE GUIDE ON PUFFNSTUFF.CO M  Main page
  • VENUE GUIDE ON PUFFNSTUFF.CO M  Main page
  • VENUE GUIDE ON PUFFNSTUFF.CO M  Venue page
  • VENUE GUIDE ON PUFFNSTUFF.CO M  Venue page  72 Venues & counting!
  • MEASURING SUCCESS  Time period: May 1, 2012 (launch) – May 1, 2013
  • PUFFNSTUFF.COM TRAFFIC  Time period: May 2012 – May 2013
  • Venue Impressio ns Leu Gardens 1,938 Orlando Science Center 1,749 Glazer Children‟s Museum 1,520 Ballroom at Church Street 1,188 Winter Park Farmer‟s Market 746 Heaven Event Center 711 Orlando Museum of Art 680 The Mezz 596 Paradise Cove 576 Winter Park Civic Center 551 Orange County History Center 507 The Abbey 499 EVO 474 Lake Mary Events Center 467 TPepin‟s Hospitality Centre 466 Palmetto Club 457  Time period: May 2012 – May 2013 TOP PERFORMING VENUES
  • Top 30 Referral Traffic Sources to Puffnstuff.com May 2012 – May 2013 1. Puff „n Stuff Venue Guide 16. Clearwater Community Sailing Center 2. Google 17. Holy Trinity Reception Center 3. Facebook 18. Yellow Pages 4. Lake Mary Events Center 19. Special Events Magazine 5. Wedding Wire 20. The Palmetto Club 6. The Ballroom at Church Street 21. Yelp Mobile 7. Yelp 22. Event Source Solutions 8. Pinterest 23. The Regent 9. TPepin‟s Hospitality Center 24. Linked In 10. Email Surveys 25. Art and History Museum 11. Paradise Cove 26. Wedding Wire Mobile 12. The Knot 27. The History Center 13. Facebook Mobile 28. Cater Source 14. The Lange Farm 29. Albin Polasek Museum and Sculpture Gardens 15. Nova 535 30. Tampa Bay Watch Community Center
  • STRATEGY & EXECUTION A WINNING TEAM
  •  Build Your Team  Internal Employees  External Partners  Set Marketing Goals  Annual  Quarterly/Incremental  Develop Plans  Define Marketing Mix  Select Your Tactics  Get Specific  Measure Success  Evaluate Against Goals STRATEGY
  •  Agency Partnership  Evolving Role – Single service to marketing overflow and full marketing management  Access to Multidisciplinary Team - Strategy, Web, Design, PR, Copywriting  Easy Access – Retainer relationship provides dedicated support EXECUTION
  • THANK YOU! Warren Dietel | warren@puffnstuff.com | 407.629.7833 To download a copy of my slides, go to: http://www.slideshare.net/WarrenDietel www.facebook.com/puffnstuffcatering | Twitter: @pscatering