MARKETING 101 WORKSHOP

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TODAY’S AGENDA

• Welcome & Introductions

• Social Marketing Tips & Tricks Courtney Hersl

• Media Buying Basics Lesley-Ann Thompson

• Geo-fencing Explained Brian Ososky

• How To Help Visitors Find You Josh Lambert

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SOCIAL MARKETING

1. USE THE RIGHT PLATFORMS

• Is the platform adding value to your business?

• Does the platform help you achieve your goals?

• Is your target audience using the platform?

• What channels are your competitors on?

2. ENGAGE WITH YOUR AUDIENCE

• Be approachable and conversational• Respond in a timely manner to comments/questions• Make your social channels known• Use your audience in your content—better yet, let

them help you create it (UGC)

#FtMyersSanibel

3. QUALITY CONTENT VS QUANTITY

• Consider what value you are providing to your followers • Be consistent and on brand• Provide accurate information• Use high resolution images and videos

4.TAKE ADVANTAGE OF FREE TOOLS

HootsuiteSocial media management platform. Useful for scheduling posts and monitoring channels.

TweetDeck Monitoring dashboard for Twitter.

Platform AnalyticsFacebook, Instagram, Twitter, Google+ offer insights within platform if you have an account.

SocialRankHelps you find your best, most valuable, most engaged followers on Twitter & Instagram.

Facebook Blueprint Trainings for marketing on Facebook & Instagram.

CanvaEasy tool to help you resize images and design creative.

CANVA

• Makes design simple for everyone• Resize images for each platform• Create designs for social media, web, print,

presentations, posters, invites, flyers, etc.

FINAL THOUGHTS

• Engage with the VCB—we are here to help!• Join our “This Month in Social Media” email list

Courtney HerslContent Marketing Managerchersl@leegov.com

@FtMyersSanibel #FtMyersSanibel

MEDIA BUYING BASICS

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Media Buying Basics

What is media buying?

The process of paying for media exposure for your business. The goal is to:• expose your target audience to your key

messages on the platforms they frequent.• push your messages at the times they are most

likely to be receptive to receiving them.

The Media Buying Process

1. Identify your audience2. Set your objectives3. Craft your message 4. Select best platforms & allocate budget 5. Place buys with media outlets6. Measure and evaluate performance

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Identifying Your AudienceWho are you trying to reach?

Assess demographic, psychographic and geographic factors:- Demographic: age, income, educational background- Psychographic: interests, attitudes, lifestyle- Geographic: local, national, international

Look at consumption patterns: Where and when are you likely to find them?

Watching tv, listening to the radio, online, reading etc.The time of day/week they’d be most receptive

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Say what you hope to gain from the paid media exposure.- build brand awareness?- advertise an upcoming event?- send traffic to your website?

Outline how you will measure success.- total media impressions?- cost efficiency? - number of visitors the ad drives to your landing page?

Setting Objectives

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Crafting Your Message

Based on what you know about your audience, what is the best way to communicate with them?

The strongest messages usually have three components:- Benefit (What’s in it for them)- Differentiator (Why should they buy from you)- Call-To-Action (What should they do next?)

Note: Creative formats include different combinations of audio, visuals and text. High-impact graphics and humor (where applicable) help recall.

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Media Platform SelectionWhat media channels will allow you to attain the greatest reach and frequency for your message?

Reach: The total number of people exposed to your adFrequency: The number of times an ad is delivered

Which ones align best with your audience profiles and do so cost-effectively?

Which combination of outlets will provide the best media mix to help you reach your target audience and satisfy your objectives?

Tips For Placing Media Buys

• Conduct thorough research: request media kits with verifiable information, and ask when the numbers were last updated+ look at what competitors are doing.

• Set a base rate: know what you can afford to spend on a particular channel.

• Ensure the quoted rates are net, not gross: when buying direct, a rate card with gross rates should automatically attract a 15% DISCOUNT as the outlet will not have to pay agency commission fees.

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EXAMPLE

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• Negotiate: volume gives you clout, so the more business you provide to the media company, the higher your bargaining power will be.

• Ask for value additions: try to secure add-ons and bonus placements/spots to get more value out of the buy.

• Be creative: look for ways to create customized messages, vary formats, fine-tune your timing strategies, and find organic ways to integrate into programs (radio).

Tips For Placing Media Buys (cont’d.)

Best Practices: Print• Create compelling headlines and use strong visuals• Know how much text is right for your audience• Place your ads where they make the most sense• Request preferred positioning • Confirm, confirm, confirm

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Best Practices: Radio

• Include drive times in your package • Aim for frequency• Ask for bonus spots • Treat online streaming with regular stations as

value-added, don’t pay for it• Mix produced spots with local endorsements• Request interviews (where applicable)

Measure & Evaluate PerformanceIt is important to measure the effectiveness of your advertising to

see what worked and what didn’t.

Example: If you are advertising using a website banner, there are

few simple ways to determine what to measure. Once the visitor

clicks on the ad, they can be measured by…

- How many click throughs you get to your website

- Number of impressions on your ad

- Number of unique visitors on your website derived from that

media outlet

- Number of visitors that come to your landing page and request

information or download a pdf

MOBILE GEO-FENCING TECHNOLOGY

WHAT IS GEO-FENCING?The Basics

• This technology allows brands to more effectively target, engage & influence “heads-down consumers” on their mobile devices.

• Location data provides advertisers with consumer behavior, visitation patterns, insights, and competitive analysis information surrounding an audience’s interests & routines.

How does it work?

• Physical longitude/latitude coordinates of the consumer’s current location derived from their GPS allows advertisers to analyze daily activity & behavior.

POWER OF LOCATION-BASED DATA

Location Data Consumer Profile Data Audience Segments

ANALYZE

+

SEGMENT

VALIDATE

+

ENRICH

Device ID 896541

Geo 41.543738, -

81.286753

Time 3:15 PM

Device ID 786541

Geo 42.543738, -

83.286753

Time 9:16 AM

Geo-Location

Visit Frequency Signal Type

Mobile Carrier

Device ID & Type

Operating System

Purchase History

Gender Age

Education

Income

Household

Capture, validate and enrich the physical coordinates of the consumer’s location at the device level to build real-time custom audience segments.

Examples: Sports Fans, Active Lifestyle Millennials

MOBILE GEO-FENCING CAMPAIGNS

MEETINGS CAMPAIGN

MEETINGS CAMPAIGN - OVERVIEWCampaign Goals

• Promote The Beaches of Fort Myers & Sanibel amongst meeting planners attending IMEX & Destination Showcase.

Strategies - Audience Targeting

• SITO built custom audience segments of IMEX & Destination Showcase attendees, capturing the device ID’s of these users while at both conferences, storing the data, and targeting at another time, post-convention.

*SITO – Consumer Behavior & Location Sciences

MEETINGS CAMPAIGN - STRATEGYGeo-location Hyperlocal Targeting

• Geo-fence the Convention Centers during IMEX & Destination Showcase conferences during convention hours to reach attendees.

• Geo-fence hotels in proximity to IMEX & Destination Showcase to reach attendees during non-conference hours.

Retargeting

• Continue communication among conference attendees who were served an initial ad at previously geo-fenced venues for increased ad exposure to build brand awareness & momentum.

MEETINGS CAMPAIGN - TARGETING

Reach Planners at the Conference

Reach conference attendees to promote awareness of The Beaches of Fort Myers & Sanibel booth.

Retargeting Conference Attendees

Continue to engage a user with multiple touchpoints, serving these users post-convention with general awareness messaging.

MEETINGS CAMPAIGN - DETAILSIMEX

• Flight 1: 10/18/16 – 10/21/16

• Flight 2: 11/7/16 – 1/7/17

Results

• Impressions: 2.7M+ Ad Views

• Inquiries: 5,499

• CPI: $3.64

*CPI (cost per inquiry)

MEETINGS CAMPAIGN - DETAILSDestination Showcase

• Flight 1: 3/2/17

• Flight 2: 3/16/17 – 5/16/17

Results

• Impressions: 3.1M+ Ad Views

• Inquiries: 4,920

• CPI: $3.87

*CPI (cost per inquiry)

KEY WEST SONGWRITER’S FEST

KEY WEST FEST - OVERVIEWCampaign Goals

• Maximize awareness of the Island Hopper Songwriter Fest among targeted audiences attending the Key West Songwriter Fest (May 2017).

• Drive attendance to the Island Hopper Songwriter Fest (September 2017) .

Strategy

• Target attendees at the Key West Songwriter Fest using SITO’s location accuracy.

• Retarget attendees’ devices captured at the Key West event within the late summer season to remind them of the Island Hopper Songwriter Fest.

• Define & grow audiences that align with the Songwriter Fest.

• Connect with audiences through engaging mobile creative to increase attendance.

KEY WEST FEST - TARGETING

Geo-location Targeting

• Build custom geo-fences to reach audiences in specific geographic locations.

• Target music fans in a relevant mindset at the Key West Songwriter Fest & make them aware of Island Hopper Songwriter Fest.

KEY WEST FEST RE-TARGETINGRetargeting Key West Fest Attendees

• Penetrate the targeted audience by re-exposing them to the campaign with a new message for a second exposure.

• Encourage ad engagement by retargeting attendees during downtime, giving them another opportunity to interact and plan their trip to the Island Hopper Songwriter Fest.

KEY WEST FEST – DETAILSDates

Flight 1: 5/10/17 – 5/14/17

Flight 2: 8/1/17 – 10/1/17

Flight 1 Results

• Impressions: 762K+ Ad Views

• Inquiries: 453

• CPI: $11.04

*CPI (cost per inquiry)

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INDUSTRY PORTAL 101

HELP VISITORS FIND YOU

INDUSTRY PORTAL 101

“Fast Five” - Session Overview

1. Introduction to a Business Listing

2. Industry Portal (Umbraco) Slang

3. Deal & Event Listing Opportunities

4. Optimal Listing Recommendations

5. Lonely Planet Guidebook Listing

INDUSTRY PORTAL 101

Do you have an active listing on FortMyers-Sanibel.com?

When is the last time you updated the content, images, contact?

Do you post deals or events on a regular basis?

What challenges do you experience when working in the Industry Portal?

INDUSTRY PORTAL 1011. Introduction to a Business Listing – Partner Facing (Backend)

INDUSTRY PORTAL 1011. Introduction to a Business Listing – Consumer Facing (Frontend)

INDUSTRY PORTAL 101

2. Industry Portal (Umbraco) Slang – Pod vs. Hero

INDUSTRY PORTAL 1013. Event Listing Opportunities

INDUSTRY PORTAL 1013. Deal Listing Opportunities

INDUSTRY PORTAL 1014. Optimal Listing Recommendations

INDUSTRY PORTAL 1014. Optimal Listing Recommendations

INDUSTRY PORTAL 1014. Optimal Listing Recommendations

INDUSTRY PORTAL 101

5. Lonely Planet Guidebook *Free Listing

Deadline to update 10/20/2017

INDUSTRY PORTAL 101Industry Portal Support

Visit www.LeeVCB.com & select “Marketing Support”

OR

Joshua Lambert

Marketing Specialist

jlambert@leegov.com

(239) 338-3500

GLOSSARY OF KEY TERMS

Bleed: area that extends beyond the normal margin of a printed page.Circulation: the total number of distributed copies of a publication.CPM: cost per thousand. Cost of message unit/gross impressions x 1,000).CPC: cost per click (price the advertiser pays to a publisher for a single. click on the ad that brings the consumer to its intended location.CPE: cost per engagement. You only pay when users actively engage with ads (watch video etc).Daypart: a block of time that divides the day into segments for purchase.Frequency: the number of times an ad is delivered.GRP: gross rating point (reach x frequency).Insertion order: purchase order between seller and buyer.

GLOSSARY OF TERMS (contd.)

Preferred position: a position in a printed publication that attracts more reader attention and is sold at a higher rate; for example, the back or inside front cover.Reach: the total number of people exposed to your ad.ROP: run-of-press is where the newspaper has the option wherever space is available.Readership: an estimate of how many readers a publication has.Remnant: ad space or time-slot that a media company has been unable to sell which is offered at a steep discount.Share of voice: measures the percentage of total advertising spending by one brand relative to the competition.Volume discount: a price reduction that is offered based on the advertiser’s commitment to a certain quantity of ads at a specified rate.

THANK YOU!

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www.FortMyers-Sanibel.com