The document discusses strategies for improving the tone of voice and digital marketing efforts across multiple brands and venues. It suggests defining a tone of voice, refreshing brand and venue Facebook pages to encourage more interaction and controversial content within guidelines. Other strategies mentioned include using Facebook deals and check-ins, seeding deals on aggregator sites, developing a loyalty app, implementing QR codes on menus and posters, and setting the right tone of voice on in-venue screens. Revolution's in-house TV and music system is cited as an example to learn from.

1. lets take a look at us and them

2. what we do we do well? offers and promo emails brand level websites

3. what we do we do well? pub level facebook pages

4. what can be better? brand level facebook pages pub level websites

5. what can be better? jukebox and use of screens

6. what’s good next door? varsity barsv-card iPhone app

7. what’s good next door? revolution in-house tv and music system revolution tone-of-voice and personality

8. digital marketing plan

9. tone of voice a brand’s personality online is crucial in connecting with the right demographic some brands get it hugely wrong and at the detriment of their campaign, while others make a brand purely on its TOV we currently have no defined tone of voice, or appear rather corporate. this is not a great situation for someone operating in the leisure industry

10. tone of voice

11. tone of voice

12. and what about our tone of voice? missoula’s stag brand identity is perfect for providing a personality to the brand - name - style of chat - back-story

13. revolution tone of voice

14. scream tone of voice mirror the target market social media is an expression of our brand, and as such should be familiar with our target display the personality traits of the brand without being a news-reader being ‘street’… …is scream a ‘door to door salesman’? …or ‘suave and sophisticated’? …or is scream the kind of brand that isn’t afraid to swear a little and upset Justin Bieber fans? cost: coming from focus groups roi: high (sets the brand tone) time: days to implement, longer to perfect

15. social media

16. twitter twitter is broadcasting described by some as above the line interaction perfect for setting tone of voice at brand level, not pub level “twitter is the equivalent of giving boring people loudspeakers” – Ben Elton cost: low (can be managed internally) roi: low (sets the brand tone) time: daily management

18. venue page is a community of friendsboth are very different, but must carry the same tone of voice

19. facebook brand page current problems include: - repetition - lack of interaction - perception of preaching - no network to pub level pages - corporate tone of voice on the plus side: - large fan base - in stagnant growth

21. encourage more interaction with venue pages and other social media

23. appoint new management team and change it fairly regularly to avoid stagnation and encourage competition

24. drive traffic via other sourcescost: at current standards roi: should grow, difficult to measure time: daily management

26. appoint a unit ‘social network manager’ and train on how to use

27. ensure continuity of brand pages and tone of voice

28. be even more controversial

29. ensure marketing/management team is admin cost: time only roi: huge potential time: daily management

31. drive traffic for competitions allowing data harvesting

32. asos had 500,000 entries in 48 hours via appcost: £4000 roi: market driven time: two months

33. facebook facebook deals and check-in a number of venues currently offer the ability to check-in via facebook: this shows up in news feeds of facebook and was viewable by 800 friends.

34. facebook facebook deals and check-in however, other than offering some info and a link to the venue level facebook page, there is currently no real reason for people to check-in and provide this great word of mouth advertising …but in February this year, that all changed when facebook launched facebook deals on our shores lets allow mrzuckerberg’s mates explain:

36. facebook facebook deals and check-in this is creating some fantastic business for its early adopters such as Alton Towers, Mazda and o2

37. facebook deals how would it benefit us? we could utilize some, or all of the deals at various sites to different effect: individual deal could offer exclusive offers that would run alongside the current loyalty card: “mike watson checked in at the dry dock and received two bottles of budweiser for only £4” “mike watson checked in at the dry dock and has received a free upgrade to shoestring fries” or they could be used to encourage people to stay in a venue for longer, or return at quiet times: “mike watson checked in at the dry dock and can claim a free corkys shot after 7pm”

38. facebook deals friend deal could encourage people to invite their mates along to achieve a specific deal. this increases footfall and sales: “mike watson checked in at the dry dock with five friends and received a free round of corky’s with his first drink” “mike watson checked in at the dry dock with five friends and has VIP Line Passes for his next visit” loyalty deal could be used to encourage people to visit multiple sites in a single city “mike watson checked in four times at missoula doncaster and can claim a free budweiserat flares doncaster”

39. facebook deals benefits, action plan and costs very new technology so would recommend trial with early adopter markets such as student friendly venues in big cities although the actual deals are free, the hit to GP cpuld be offset by supplier funding in exchange for the same advertising deals would need to be trained to staff cost: £zero to impliment roi: unknown, market driven time: immediately

41. seeding

44. i.e. two burgers for a fiver RRP £9.90

45. we offer the deal to aggregator

46. at £4 a deal, they take £1

47. they submit the deal to the members

48. “two burgers for a fiver, save 50%”

49. deal is only active after required number are sold

52. the seeding sites will email their entire customer base with said offer (around 5 million in UK for groupon) giving instant brand exposure

53. every time someone buys a deal, it appears in their social network feeds “mike just bought a daily deal for Missoula Manchester and saved 50%”cost: low (deal dependent) roi: high (deal dependent) time: submitted instantly

56. be able to send ‘push notifications’ to the users device informing of deals

57. allow users to find nearby bars and give full directions and details to them

58. provide a platform to allow supplier advertising, generating more income from the brands

60. other loyalty card app editing the yellow card app rebranding and redistributing the same app under the missoula, flares or any other brand name would allow us to offer similar features across all brands as the app would already exist, the costs associated with this would be minimal yet still offer the same advantages cost: £3,000 roi: dependent on sales time: app dependent

61. qr codes about to explode in uk advertising qr codes are customizable pictures that can be read by any smartphone data embedded in the picture tells the device to perform a specific action - go to website - send email - view a picture - run a form this gives us many opportunities depending on where we place them

62. qr codes examples japan and the usa are seen to be the world leaders in this technology, although pepsi has launched them in the uk the pepsi cans took uk drinkers to a special pepsi website where they could download exclusive content for their phones. Over 3 million hits to the website in 120 days. hooters restaurant uses qr codes for providing the nutritional information on their menu. this keeps the menu looking clean and aesthetically pleasing, while being socially responsible

64. qr codes can be used to enter exclusive online competitions from menus or flyerstraffic drivers - traditional print posters displaying a qr code could drive traffic to facebook, or to the app store. this will help spread the app - venue screens could also be utilized to display qr codes

65. in venue screens

66. screens setting tone of voice screens are very important in setting the tone of voice within a venue whether this be through music videos, promos or other display I have had a large amount of feedback regarding kaleidovision – this is an area of digital development within the company I would like to explore further - music videos had its day? - screen and print the same? - cost? - managed vs free use? lets see how revolution do it:

67. revolution use of screens

68. the internet

69. internet once upon a time website was king …now this is much less of a place of information in the leisure industry googleplaces it is important to manage a full list of google places as this is now often where people begin, and stop, their search cost - £500 roi – i can’t value this enough!

70. any questions?