EPCAS 2012 Marketing to the Third Power

Presented by:

Warren Dietel, President & Owner Orlando, FL

Marketing3

Branding +Technology + Referral Marketing = Success!

Today’s Session

•  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. 

Warren Dietel, Owner & President •  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 and Fresh Ideas

My Story

BRANDING Defining your customer experience and reputation

A Brand is…

•  An identity that makes your service recognizable to consumers – Name – Design – Imagery – Logo – Slogan – Actions

•  A promise to your customers – Standards of service – Corporate responsibility – Consistent experiences – Pricing integrity

A Brand is…

http://www.youtube.com/watch?v=JKIAOZZritk

•  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

•  Tremendous potential + aggressive growth plan = 267% growth in 3 years

•  Over 400 staff members strong (50 FT) –  Diversifying segment base

•  Expanded the award-winning team into the Tampa market with an acquisition and opening of a second office

•  Five exclusive venues & many more preferred •  “Passionately Perfecting Life’s Celebrations!”

The Puff Story

Building a Brand is Telling Your Story!

http://www.viddler.com/v/96aa2768

Your Story-telling Tools

THE BASICS •  Logo & identity

design •  Mission/brand

promise •  Website & blog •  Social media &

video Advertising

•  Business cards •  Marketing collateral •  Branded gifts & products •  PEOPLE!

Logo & Identity Design

•  Logo •  Colors •  Fonts •  Patterns •  Design details •  Imagery styles •  All about consistency!

Mission & Brand Promise

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!

•  Plaster it everywhere •  Ingrain it within your entire team •  Deliver every time or make it right!

Website Design

Blog Design

Social Media Facebook

Social Media Twitter

Social Media Pinterest

Advertising

Business Cards

Front

Back

Marketing Collateral Print Digital Email

Marketing Collateral Print Digital Email

Marketing Collateral Print Digital Email

Branded Gifts & Promotional Items

Your Story-telling Tools

THE EXTRA MILE •  Office design •  Sales script •  Tasting policies •  Catering vehicles •  Employee uniforms •  Branded event

disposables •  Whatever makes you,

YOU!

Your People

Continued Branding Education

SethGodin.com

TECHNOLOGY Harness the power!

CATEREASE IN HOUSE CATERING-SOFTWARE

In-House Catering Software

•  One tool for both front and back of house operations

•  Caterease supports sales & marketing functions: –  Lead management –  Consultative Selling –  Branded sales proposals –  Sales/email communications –  Event management –  Business data queries

Lead Management

Web & Phone Inquiries Caterease

Real-Time Menu Exploration

For Consultative Selling

Former Quotes

Former Quotes

Proposals

Proposals

Proposals

Sales Communications

Personalized Event Related Communications

Sales Communications

Sales Communications

Saves Emails, Event Related Files & Contact History

SOCIAL MEDIA ENGAGING YOUR STAKEHOLDERS

Social Media

•  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

Today’s Introductions

Blog – Why?

•  Engage new and current clients

•  Personal introduction to your company

•  Show your portfolio •  Demonstrates thought

leadership & expertise •  Provide inspiration

Blog – How? •  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? •  Make your posts work harder!

-  Use image alternate text -  Optimize your post text with search key words -  Link to credits/sources within your post

Facebook – why?

•  Engage: current customers and friends (vendors, employees, etc.)

•  950+ million users worldwide (June 2012)

•  Maintain your presence in the market place & top-of-mind awareness

•  Drive traffic to your website and blog

•  Tell your story!

Facebook – how?

•  Optimize your page design •  Determine your targets and

content •  Share your blog posts,

recent work, images of employees

•  Post live from events •  Comment on current news •  Avoid commenting on

controversial topics unless they directly affect you

Facebook – how?

•  Utilize the page admin tools

Facebook – how?

•  Use Facebook as your brand

•  New feature! •  Engage with followers as your brand •  Respond to comments •  Like posts and pages •  Send messages

Make it Work Harder

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

Twitter – what? •  “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 – why?

•  Engage: event industry partners and fans •  500 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 – how? •  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.

Make it Work Harder 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

Pinterest – what?

•  A new form of social media •  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?

Pinterest – what?

Pinterest – what?

Clicking takes the user to our blog post about Mason Jar Trends… And hopefully deeper into our site!

Pinterest – why?

OBJECTIVE: •  Brand pages are just as

popular as category pages

•  Brand page images are repinned more than independent images

SUBJECTIVE: •  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 – how? •  Create a profile •  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!

Make it Work Harder

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

Find Social Media Synergy

Make it Manageable •  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

REFERRAL MARKETING Venues, venues, venues!

Venue Guide on Puffnstuff.com

Main Page

Venue Guide on Puffnstuff.com

Main Page

Venue Page

Venue Page

35 Venues & counting!

Measuring Success

Time period: May 1 (launch) – Present

Top Performing Venues

Venue Impressions

Leu Gardens 398

Ballroom at Church Street 378

Orlando Science Center 257

Heaven Event Center 242

Orlando Museum of Art 230

Winter Park Farmer’s Market 205

The Mezz 198

Winter Park Civic Center 178

The Abbey 168

Orange County Regional History Center

162

TPepin’s Hospitality Center 150

Davis Island Garden Club 130

Holy Trinity Reception Center 128

Lake Mary Events Center 126

Paradise Cove 123

Barrington Hill Farm 122

Time period: May 1 (launch) – Present

Puffnstuff.com June Traffic

Time period: June 1 - 30

Top 30 Referral Traffic Sources to Puffnstuff.com June 1-30

1. Lake Mary Events Center 16. Facebook Mobile

2. Facebook.com 17. The Palmetto Club

3. Google.com 18. Clearwater Sailing Center

4. The Ballroom at Church Street 19. Bayanihan Arts Center

5. Venues.puffnstuff.com 20. Linked In

6. TPepin’s Hospitality Center 21. Special Events Magazine

7. Weddingwire.com 22. The History Center

8. Paradise Cove 23. Art & History Museum

9. Yelp.com 24. Event Solutions

10. Theknot.com 25. The Palm Harbor Chapel

11. Email 26. Brides.com

12. Nova535 27. Catersource.com

13. Holy Trinity Reception Center 28. The Regent

14. Pinterest.com 29. Wilde Acres Villas

15. The Lange Farm 30. Every Last Detail Blog

Thank You!

Warren Dietel | [email protected] | 407.629.7833

To download a copy of my slides, go to: http://www.slideshare.net/WarrenDietel

www.facebook.com/puffnstuffcatering | Twitter: @pscatering