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Marketing3 - NACE Experience 2013

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Marketing3 - NACE Experience 2013

  1. 1. BRANDING +TECHNOLOGY + REFERRAL MARKETING = SUCCESS! 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. An identity that makes your service recognizable to consumers  Name  Design  Imagery A BRAND IS…  Logo  Slogan  Actions
  6. 6. A BRAND IS… A Promise to Your Customers  Standards of Service  Corporate Responsibility  Consistent Experiences  Pricing Integrity  Across Multiple Venues
  7. 7. http://www.youtube.com/watch?v=JKIAOZZritk
  8. 8.  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
  9. 9.  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
  10. 10. http://www.viddler.com/v/96aa2768 BUILDING A BRAND IS TELLING YOUR STORY!
  11. 11.  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
  12. 12.  Logo  Colors  Fonts  Patterns  Design details  Imagery styles  All about consistency! THE LOGO & IDENTITY DESIGN
  13. 13. Plaster it everywhere Ingrain it within your entire team Deliver every time or make it right! MISSION & BRAND PROMISE
  14. 14. 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!
  15. 15. WEBSIT E
  16. 16. BLOG DESIGN
  17. 17. SOCIAL MEDIA  Facebook
  18. 18. SOCIAL MEDIA  Twitter
  19. 19. SOCIAL MEDIA  Pinterest
  20. 20. ADVERTISING
  21. 21. Front Back BUSINESS CARDS
  22. 22. MARKETIN G COLLATER AL  Print  Digital  Email
  23. 23. MARKETIN G COLLATER AL  Print  Digital  Email
  24. 24. MARKETIN G COLLATER AL  Print  Digital  Email
  25. 25. BRANDED GIFTS & PROMOTIONAL ITEMS
  26. 26. THE EXTRA MILE Office design  Sales script  Tasting policies  Catering vehicles  Employee uniforms  Branded event disposables  Whatever makes you, YOU! YOUR STORY- TELLING TOOLS
  27. 27. YOUR PEOPLE
  28. 28. SethGodin.com CONTINUED BRANDING EDUCATION
  29. 29. SOCIAL MEDIAENGAGING YOUR
  30. 30.  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
  31. 31. TODAY‟S INTRODUCTIONS
  32. 32.  Engage new and current clients  Personal introduction to your company  Show your portfolio  Demonstrates thought leadership & expertise  Provide inspiration BLOG – WHY?
  33. 33.  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?
  34. 34. 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?
  35. 35.  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?
  36. 36.  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?
  37. 37. • Utilize the page admin tools FACEBOOK – HOW?
  38. 38. USE FACEBOOK AS YOUR BRAND  New feature!  Engage with followers as your brand  Respond to comments  Like posts and pages  Send messages FACEBOOK – HOW?
  39. 39. 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
  40. 40.  “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?
  41. 41.  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?
  42. 42.  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?
  43. 43. 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
  44. 44.  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?
  45. 45. PINTEREST– WHAT?
  46. 46. PINTEREST– WHAT?
  47. 47. Clicking takes the user to our blog post about Mason Jar Trends… And hopefully deeper into our site! PINTEREST– WHAT?
  48. 48. 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?
  49. 49.  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?
  50. 50.  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?
  51. 51. 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
  52. 52. FIND SOCIAL MEDIA SYNERGY
  53. 53. 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
  54. 54. REFERRALVENUE, VENUES, VENUES!
  55. 55. VENUE GUIDE ON PUFFNSTUFF.CO M  Main page
  56. 56. VENUE GUIDE ON PUFFNSTUFF.CO M  Main page
  57. 57. VENUE GUIDE ON PUFFNSTUFF.CO M  Venue page
  58. 58. VENUE GUIDE ON PUFFNSTUFF.CO M  Venue page  72 Venues & counting!
  59. 59. MEASURING SUCCESS  Time period: May 1, 2012 (launch) – May 1, 2013
  60. 60. PUFFNSTUFF.COM TRAFFIC  Time period: May 2012 – May 2013
  61. 61. 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
  62. 62. 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
  63. 63. STRATEGY & EXECUTION A WINNING TEAM
  64. 64.  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
  65. 65.  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
  66. 66. 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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