VenuWorks hosted me as the Keynote Speaker where I discussed the importance of strategy, incorporating trends and how to measure success in your location-based marketing initiative.

2. Marisa Lather
- Based in St. Louis, MO
- Consultant for Online Marketing
- Writer and Content Creator
-

3. Event Focused
- Senior Campaign Coordinator and Board Member of the Midwest Influencer Network
- Run several events, work with celebrities
- PR & Influencer Relations for Saint Louis Fashion Week
- Large scale event production
- Founding Team Member of TEDxGatewayArch – Social Media and Marketing Lead
- Large and small scale event production
- Social Media Club
- Small scale events and promotion
- Business Marketing Association–St. Louis – Social Media Lead
- Small monthly events and the Marketing Excellence Awards
- Green Power Community Challenge – Marketing Lead
- Several events throughout the year

4. Marketing a Venue
Double the Marketing
Yourself as a
Venue
Events

5. Marketing a Venue
Double
the
Content

6. Now What?
Photos
Videos
Links
Articles
Reviews
User Generated
Content
Podcasts
Infographics
Interviews
Blogs
Ideas
Charts
Graphics

7. Now What?
Your Plan – Do you know who you are?
• Identity Guide
• Graphic Standards
• Branding Guide
• Media/Press Kit

8. Now What?
Actively following:
• Marketing Strategy
• Content Strategy
• Social Media Strategy
Are other employees?

9. Employees
Brand Confluence Study at Arizona State University
They hired actors to interact with customers in a way that was highly aligned or purposely
misaligned with the attributes of the brand they were selling.
Guess what?
Consumers of the brand were highly influenced by what the study termed “conceptual
fluency”—the ease of processing the brand’s meaning, which is influenced by—you
guessed it—brand-aligned employee behavior.
Customers’ ratings of the brand—including value for the money,
desirability, trustworthiness.

10. Employees
• Top to Bottom Organizational Development – C-Suite
must be on board (even if it’s their assistants).
Marketing can’t do it alone.
• Communicate brand to employees – often.
• Empower employees: hire well, reward and treat people
good.
• When all else fails, incentivize.

11. Employees
• Offer emails with links to posts to share and retweet.
• Ask them to invite people to Facebook events.
• Have an employee act as an ambassador to help you
collect content coverage. This is a perk for the employee
and help you supplement material.
• Aligning your brand with your employees and your
brand with your employees benefits both.

12. Personal Brand
Leverage yourself for your company.
Leverage the company for yourself.

13. Before You Begin
• Strategy
• Personal networks on board
• Baselines and measurements

14. Metrics
Simple version:
As long as numbers go
up, that good!

15. Metrics
Follower growth
Engagement rate
Conversion rate
Clicks to website
Open rate
Times spent on
site
Bounce rate
Sharing rate
Lead Potential
Reach
Paid Reach
Organic Reach
Impressions
Visits v Unique
Visits
Inbound Links

16. Ready to Begin!
Welcome to the land of SoLoMo…

17. Location Settings ON
58% of consumers who have a smart
device use location-based applications,
despite concerns about safety and use of
their personal information for marketing
purposes.

18. Location Settings ON
Nearly one-third (32%) of consumers in
the survey use location-based apps more
than they did a year ago; and location-
based activities are most frequently done
on a smartphone
Information Systems Audit and Control Association ISACA® is a nonprofit, independent association that advocates for
professionals involved in information security, assurance, risk management and governance.

19. Responsive Design
Global mobile data traffic grew 81% in 2013, with the numbers
of smart phones outpacing all others and predicted to continue
to increase through 2018. (Cisco)
More and more people using their phones to take in information,
so make sure everything from email templates to your website is
designed for mobile compatibility.

20. SoLoMo Marketing

21. How Does Data Help
• Help predict future trend based upon
historical facts
• Makes better operational decisions
• Developing new products and services
based upon location and demographic

22. Hyper Local
• Neighborhoods
• Streets
• Focused Groups
• Meet-Ups
• Ultra Niche Markets
Main Goal:
Brand Awareness
Hyper local content is content that has a myopic focus on a
specific locale, typically smaller than a metropolitan area.

23. Mobile Ordering
Order your Starbucks
through an app and receive
upon arrival
Order your Domino’s by
simple sending an emoji.
(Ordering through tweets is
SO last year.)

24. Mobile Ordering
For Venues:
• How can your fans order tickets?
• Do people get event notifications when
they are nearby?
• Is there an app they can download?

25. Coupons
If you do not have a coupon strategy,
now’s the time to think about it.
• Social Media Contests
• Incentives
• Low Attendance Days

26. Coupons
Cisco noted that coupons are
currently the most popular
application of location-based
marketing.

27. Give Customers
What They Want
• 47% of mobile consumers want retailers to send
coupons to their devices when they are in or near the
store
• 53.2M US consumers will use mobile coupons by 2014
• 49% of US smartphone owners have used mobile
coupons on their devices, compared to 10% for tablet
owners
Source: Cisco

28. Give Customers
What They Want
They want the coupon.
They will use the coupon.
Send them the coupon.
Source: Cisco

29. Incentives
What are great offers you can give to your users that are relevant
to your brand?
• Tickets
• Personal Introductions
• Tours
• Coupons/Discounts
= Elevated Experience

30. Incentives
Incentives are what location-based
marketing is all about, so you
must create unique rewards for your
specific target audiences.

31. Word of Mouth
Facebook or Foursquare?
Facebook is the difference between telling your best
friend where you’re hanging out versus telling a
complete stranger. Your best friends are going to be
far more likely to trust your recommendations.
Encourage checking in.

32. Locations Will
Inform Notifications
Try to find relevant locations—not just the venue, but also other
places where the customer is likely to be receptive to the offers.
• Walking by for an hour up to show time, a notification informs
passersby about walk-in options.
• Midway through the third quarter, a half priced beer
notifications come through.
• Midway through a conference, new sessions are added.

33. Navigation
Sophistication
Navigation is the most popular use of a phone's GPS
technology and in 2015, marketers will find more ways to
use it to their advantage; monetization opportunities are
wrapped up in the navigation services used by businesses
across the world
Tip: Sign up for Apple Maps Connect!

34. Where Tech
Blurs Reality
With the emergence of wearable technology
like smart watches and Google Glass, 2015
will be the year businesses realize the
importance of location-based notification.
This is especially true of Google Glass, which
has the ability to point out points of interests
along the way as wearers walk down the
street. Businesses will learn to use Google
Glass's accessibility to their advantage.
Source: hipgenius.com

35. Augmented Reality
Augmented reality (AR) is a live, direct or indirect, view of a physical, real-world
environment whose elements are augmented by computer-generated sensory
input such as sound, video, graphics or GPS data.
As a result, the technology functions by enhancing one’s current perception of
reality.
With the help of advanced AR technology (e.g. adding computer vision and
object recognition) the information about the surrounding real world of the user
becomes interactive and digitally manipulable. Artificial information about the
environment and its objects can be overlaid on the real world.
Defined by Mashable

36. Augmented Reality

37. Key Location
Based Metrics
Some of their suggestions for metrics include:
• Daily check-ins
• Check-ins cross-posted to Twitter
• Comments
• Tips, photos and number of offers/deals
redeemed

38. Storytelling
What is my
venue’s story?

39. You are the Protagonist
Relatability is key to character formation and identity.
The people who read your story must be able to
identify with the character that is your business.
You might be funny, casual, laid-back, sexy, aggressive,
driven, or even exclusive, as long as your target
audience can relate to that identity.

40. Have a Story to Tell
In order to tell a story, you must have a story to tell.
The typical story has the following elements:
• Introduction, to set the stage
• Rising action, to get things going
• Conflict, to stir up emotion and engage a reader’s suspense
• Climax, to make it really exciting
• Falling action, to get things settled down
• Resolution, so everyone can live happily ever after

41. Have a Story to Tell
Your business builds a story at every point in its existence.
Your origins are a powerful way of shaping your story.
Your challenges are part of what humanize your brand and engage
your audience.
Your losses are what endear your customers and inspire your fans.
Your testimonials are what validate your claims and attract new
buyers.

42. Have a Story to Tell
Every story needs the 5 C’s – Circumstance, Curiosity,
Characters, Conversations and Conflict
Set the scene and give the vital information that will
provide context for your reader.
Use curiosity to leave the reader wanting more (this
trick works in headlines, too).

43. Who Do I Tell?
It comes down to having a content strategy. You can only tell your story by publishing
content.
Everywhere you publish — YouTube, your blog, Slideshare, wherever — use the elements
of story to communicate whatever it is you want to communicate.
Stories can be incorporated into all your forms of
content:
• Blogs
• E-books
• Whitepapers
• “About us”

44. Communicating
Your Story
What do you communicate?
You share events and experiences from your
business.
It’s important to tell it all — the good, the bad, and the ugly. Every
story has conflict. The story of your business is no different. Share
what you’re proud of. Share what you’re ashamed of.

45. Use Video to
Tell Your Story

46. Use Video to
Tell Your Story

47. Use Video to
Tell Your Story

48. Which Channel?

49. Snapchat
Source: wearesocial.sgSource: sports-forum.com Source: adweek.com

50. Periscope
Periscope lets you
broadcast live
video to the world.
Going live will
instantly notify
your followers,
who can join,
comment and
send you hearts in
real time.
Source: triplem.com

51. Video Strategy
Before You Start:
• Your setting/workspace—Make sure you have a nice space with good
lighting and there’s nothing embarrassing in the background like dirty dishes.
• Your props—Make sure you have whatever you’re animating handy, as well
as any other items you want to include or feature in your video.
• A storyline—You don’t need to plan every single frame, but you should have
the basics of a story: the beginning, the middle, the end and what happens in
between.
• Your phone and/or stand—Make sure your phone is charged and you have
your tripod or stand handy if you’re using one.

52. Types of Videos
Vlog
Testimonial
Timelapse
Culture video
Prepromotional
videos
Tutorial
Reviews
Animation
Webinar
Talking Head
Video Tips-Series
Best Practices

53. Video Benefits

54. Video SEO
Did you know…
YouTube channel as a whole can rank
independently from individual videos?
• Brand awareness
• Virality potential

55. Before You Get Started
1. What do I want to accomplish through
social media?
2. How much do I want to spend?
3. Who will execute my social media strategy?
4. Which platforms are best for my business?
5. How do I know if my efforts are working?

56. Wrapping Up
Getting your basics down
Value of a strategy
Activating employees
How to measure

57. Wrapping Up
SoLoMo
Location-based marketing
Mobile Value
Incentivizing customers
Technological advancements

58. Wrapping Up
Storytelling
Video

59. Learn More
Comprehensive Marketing Strategy
Social Media Strategies for each
network
Campaign Examples

60. Thank You
For Having Me!

61. Optimize Your YouTube Channel
Title: Include your company name in the title.
Visibility: Check the visibility box to make your channel visible.
Email location: Check the box so others can find your channel via email.

62. Optimize Your YouTube Channel
Channel tags: This is the most important part of channel optimization.
Choose three to five relevant keywords that are the same ones you use on
your website.
Separate each keyword with quotation marks to look like this: ”Grand Rapids
theater dance" ”Iowa amphitheater concert" ”music theatre Iowa"

63. Optimize Your YouTube Channel
Add Modules.
Any modules are fine, but these three are necessary for optimization:
Commenting
Subscriptions
Friends

64. Optimize Your YouTube Channel
Profile
Use your business name as the name of the profile.
Write your exact website URL in the website section—this is the only
followable link you can obtain through YouTube.
In your channel description, summarize the content of the channel and include
a link to your company's Facebook or Twitter page. (These will be no-follow
links.)
In the "About Me" section, give a brief description of your company using
targeted keywords.
All other sections of the profile are great to have, but they will not help
optimize the channel.