TabSite Webinar: Integrating Offline and Online Marketing

Webinar

Integrating Offline and Online (Facebook) Marketing

With Renee Lewis & Julie Thomas
Lewis & Partners - www.LandPMarketing.com

Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com

Webinar

Tweet: #TabSite
facebook.com/tabsitefanpage
REMINDER:
1 Attendee will be drawn to win a Free for Life TabSite Gold Plan!


Webinar: July 27, 2011
Webinar
Webinar

Agenda:
• How has Facebook Changed Marketing?
• Case 1: Highland Village Center
• Case 2: Uptown Park
• Key Integrated Marketing Tips
• 2012 Anticipated Trends
• TabSite’s Newest Features


Integrating Facebook
&
Offline Marketing

December 8, 2011

Facebook
Facebook has burst onto the scene in the past 2 years,
how has marketing changed because of Facebook?

Facts
As of September 2011, there were
800 million+ total active users of Facebook.
While Facebook is becoming the biggest relationship
marketing tool for brands, it seems like that instead of
increasing traffic to the company website, Facebook is
absorbing it.
• Coca Cola – 22 million Facebook fans
• Starbucks – 19+ million Facebook fans
• Oreo – 8 million Facebook fans

Source: Edward Yang / Firecracker PR

Marketing
Yesterday, the message from B to C was 1-
sided. Businesses are no longer limited to
their corporate offices and 3rd party
information from customer service and PR
teams.

Today, Facebook allows a 2-sided
conversation with the customer, creating a
real identity for the businesses and a direct,
personal connection.

Retail Case Study - Situation
HIGHLAND VILLAGE SHOPPING CENTER
• Distinctive, infill retail
venue with national
retailers and restaurants
• Holiday shopping
message
• Target market: affluent
local and international
visitors

www.shophighlandvillage.com

Reference Links for this Case:

www.facebook.com/highlandvillage
www.shophighlandvillage.com/
www.shophighlandvillage.com/blog/contest/
www.shophighlandvillage.com/blog/


Online
• Virtual personal shopper
“Chloe”
• Insider tips
• Blog
• Email newsletters
• Giveaways
• Event Hostess


Custom
Facebook
Tab

www.facebook.com/highlandvillage

Highland Village, Blog,
Chloe/ eNewsletter Sign Up


Banner ads


Offline - Print Ad


Offline – Direct Mail


Offline – Events

Highland Village Farmers Market
Ferrari Festival
1 Year Anniversary Event
3000+ attendees 500+ attendees


Results for Highland Village
Within 30 days…
Facebook:
• Increased “likes” from 300 to 8,000
Twitter
• Gained 4,650 followers
Newsletter
• Gained 600+ new opt in emails


Testimonials from Retailers

Our Mary Frances trunk show was a big hit
I just wanted to let you know that we and… we ended up selling 12 Mary Frances
had a great Holiday Card this year. We handbags on Thursday and had a great
were up 16% in sales and 14% in traffic increase over last year and I really believe the
for the 11 day promotion. Thank you for great business carried over because we had a
really fantastic day on Friday as well! Just to
all of your work in getting the word out
let you know, we are still getting lots of new
about this great event.
customers coming in from the PaperCity
Brian, Store Manager-Cole Haan insert! Yea Highland Village and yea Lewis &
Partners! Have a great Thanksgiving!
TJ, Store Manager-Marmi


Retail Case Study 2
UPTOWN PARK SHOPPING CENTER
• Luxury, outdoor shopping
center located at one of
the nation’s busiest
intersections
• Needed help re-branding
as the “place” to shop
and be seen on the
ground and online.
• No central destination
within center
• Limited national anchors

www.uptownparkhouston.com

Reference Links:

www.facebook.com/uptownpark
www.uptownparkhouston.com/
www.uptownparkhouston.com/newsletter-sign
blog.uptownparkhouston.com/


Online
Fully integrated online marketing
program
• Website
• Database building program/
email newsletters
• Monthly prizes/giveaways
• Blog
• External communication strategy
• Environmental signage program
• Strategic media planning
• Print ad campaign series
• Lifestyle photography
• Collateral
• Events


Website


Custom
Facebook
tab


Offline
• Environmental signage
program
• Strategic media
planning
• Print ad campaign
series
• Lifestyle photography
• Collateral
• Events


Lifestyle photography /
Environmental signage program


Print ad campaign series


Collateral


Results at Uptown Park
Since inception…
Website
• Unique visits increased from 1,200/mo. to over
6,000/mo.
Facebook
• Increased “likes” from 0 to 13,111
Twitter
• Gained 8,502 followers
Newsletter
• Gained 2,000 new opt in emails


Important Considerations:
• Consistency
• Directing people online
• Capturing Opt-in

Tips for retail locations:

1. Use Facebook to drive traffic to website & blog
2. Link to other online properties such as Twitter,
YouTube, Flickr and LinkedIn
3. Create a Facebook competition which requires
finding information on your website or blog


Tips to drive traffic to my website

4. Tell your Facebook Fans and in store about a
special offer they can download from the
website
5. Integrate e-mail marketing with social media
to increase your brand's own customer
database and reach.
6. Offer specials on Facebook that take users to
your own eCommerce store

Components of a integrated marketing plan:
1.A strong online presence
2.Register your store contact info as many places
online as possible
3.Website
4.Blog
5.Events
6.PR
7.Media evaluation
8.Offline

2012 Anticipated Trends:

1. GROWTH: Mobile + local = personal marketing
2. Sales Funnel Acceleration
3. Multi-channel marketing continues to grow
4. SaaS Customization – One tool, multiple uses
5. Hands-Free Marketing Intelligence

Source: www.business2community.com/marketing/top-5-inbound-marketing-trends-for-2012-096116

Final Lewis & Partner Tips
For Fan Page Admins:

• Be authentic
• Be consistent
• Make the investment
• Make a commitment
• Have fun with it!


Latest New TabSite Features

Unlisted Sub-Pages
Editable Form Widget



Latest Features – Unlisted Sub-Pages



Latest Features



Video Replay
Available
in 6-8 hours
Slides
see link on our fan page!


TabSite Gold Winner to be
Announced Friday!

Watch our fan page!
Facebook.com/tabsitefanpage



Thanks for Attending!

Still have questions?
Post at:
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TabSite Webinar: Integrating Offline and Online Marketing

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