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. 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
5. An identity that makes your service recognizable to
consumers
Name
Design
Imagery
A BRAND IS…
Logo
Slogan
Actions
6. A BRAND IS…
A Promise to Your
Customers
Standards of Service
Corporate
Responsibility
Consistent
Experiences
Pricing Integrity
Across Multiple
Venues
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.
10. 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
12. 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
13. Logo
Colors
Fonts
Patterns
Design details
Imagery styles
All about consistency!
THE LOGO & IDENTITY
DESIGN
31. 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
33. Engage new and current clients
Personal introduction to your company
Show your portfolio
Demonstrates thought leadership & expertise
Provide inspiration
BLOG – WHY?
34. 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?
35. 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?
36. 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?
37. 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?
39. USE FACEBOOK AS YOUR BRAND
New feature!
Engage with followers as your brand
Respond to comments
Like posts and pages
Send messages
FACEBOOK –
HOW?
40. 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
41. “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?
42. 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?
43.
44. 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?
45. 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
46. 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?
49. Clicking takes the user to our
blog post about Mason Jar
Trends…
And hopefully deeper into our
site!
PINTEREST–
WHAT?
50. 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?
51. 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?
52. 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?
53. 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
55. 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
63. 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
64. 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
66. 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
67. 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
68. 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
Hinweis der Redaktion
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)
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.
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
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.