13 frl marketing3

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  • 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
  • LINK: http://www.viddler.com/v/96aa2768
  • 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.
  • 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 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
  • REMEMBER: Social Media Marketing is a growing PROCESS! HANDOUT: See your hand out for Mashable 101’s: http://mashable.com/social-media/
  • 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 and brand contact information/promiseLinks to other social media pagesVariety of Pin Board content including original and curated contentConsistent naming convention for boards creates a subtle sub-brand
  • 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 creates a subtle sub-brand
  • KEY FEATURESConsistent imagery and branded designDesigned 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 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
  • 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
  • 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
  • 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
  • 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
  • Facebook is the #1 source of referral traffic to our website in the last year (separate from Search traffic)
  • 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 pages
  • 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 imagesSPECIAL 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)
  • 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
  • 13 frl marketing3

    1. 1. HARNESS THE POWERFUL TOOLS OF MARKETING AND CREATE A SYNERGY OF ALL OUTLETS TO BUILD YOUR BRAND MARKETING3
    2. 2.  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
    3. 3.  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
    4. 4. BRANDINGDEFINING YOUR CUSTOMER EXPERIENCE & REPUTATION
    5. 5. A BRAND IS… A promise to your customers  Standards of service  Corporate responsibility  Consistent experiences  Pricing integrity
    6. 6. http://www.youtube.com/watch?v=JKIAOZZritk
    7. 7.  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
    8. 8.  Tremendous potential + aggressive growth plan = 267% growth in 3 years  Over 400 staff members strong (50 FT)  Diversifying segment base  Expanded the award-winning team into the Tampa market with an acquisition and opening of a second office  Five exclusive venues & many more preferred  “Passionately Perfecting Life’s Celebrations!” THE PUFF STORY
    9. 9. http://www.viddler.com/v/96aa2768 BUILDING A BRAND IS TELLING YOUR STORY!
    10. 10.  Logo  Colors  Fonts  Patterns  Design details  Imagery styles  All about consistency! THE LOGO & IDENTITY DESIGN
    11. 11. 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!
    12. 12. WEBSIT E
    13. 13. BLOG DESIGN
    14. 14. SOCIAL MEDIAENGAGING YOUR
    15. 15.  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
    16. 16. SOCIAL MEDIA  Facebook
    17. 17. SOCIAL MEDIA  Twitter
    18. 18. SOCIAL MEDIA  Pinterest
    19. 19. ADVERTISING
    20. 20. Front Back BUSINESS CARDS
    21. 21. MARKETIN G COLLATER AL  Print  Digital  Email
    22. 22. MARKETIN G COLLATER AL  Print  Digital  Email
    23. 23. MARKETIN G COLLATER AL  Print  Digital  Email
    24. 24. BRANDED GIFTS & PROMOTIONAL ITEMS
    25. 25. THE EXTRA MILE Office design  Sales script  Tasting policies  Catering vehicles  Employee uniforms  Branded event disposables  Whatever makes you, YOU! YOUR STORY- TELLING TOOLS
    26. 26.  Engage new and current clients  Personal introduction to your company  Show your portfolio  Demonstrates thought leadership & expertise  Provide inspiration BLOG – WHY?
    27. 27.  Engage: current customers and friends (vendors, employees, etc.)  950+ million users worldwide (June 2012)  Maintain your presence in the market place & top-of-mind awareness  Drive traffic to your website and blog  Tell your story! FACEBOOK – WHY?
    28. 28. FIND SOCIAL MEDIA SYNERGY
    29. 29.  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
    30. 30. REFERRALVENUE, VENUES, VENUES!
    31. 31. VENUE GUIDE ON PUFFNSTUFF.CO M  Main page
    32. 32. VENUE GUIDE ON PUFFNSTUFF.CO M  Main page
    33. 33. VENUE GUIDE ON PUFFNSTUFF.CO M  Venue page
    34. 34. VENUE GUIDE ON PUFFNSTUFF.CO M  Venue page  72 Venues & counting!
    35. 35. MEASURING SUCCESS  Time period: May 1, 2012 (launch) – May 1, 2013
    36. 36. PUFFNSTUFF.COM TRAFFIC  Time period: May 2012 – May 2013
    37. 37. 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
    38. 38. 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
    39. 39. 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

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