BRANDING +TECHNOLOGY + REFERRAL MARKETING = SUCCESS!

MARKETING3

What happens when you combine Branding, Technology and Referral Marketing?

1 + 1 + 1 = exponential success!

Today’s case study demonstrates the strength of thispowerful marketing mix. 

TODAY’S SESSION

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

BRANDINGDEFINING YOUR CUSTOMER EXPERIENCE & REPUTATION

An identity that makes your service recognizable to consumers

Name Design Imagery

A BRAND IS…

Logo Slogan Actions

A BRAND IS…A Promise to Your Customers

Standards of Service

Corporate Responsibility

Consistent Experiences

Pricing Integrity Across Multiple

Venues

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 (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

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

BUILDING A BRAND IS TELLING YOUR STORY!

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

Logo Colors Fonts Patterns Design details Imagery styles All about

consistency!

THE LOGO & IDENTITY DESIGN

Plaster it everywhere

Ingrain it within your entire team

Deliver every time or make it right!

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!

WEBSITE

BLOG DESIGN

SOCIAL MEDIA Faceboo

k

SOCIAL MEDIA Twitter

SOCIAL MEDIA Pinterest

ADVERTISING

FrontBack

BUSINESS CARDS

MARKETING COLLATERAL

Print Digital Email

MARKETING COLLATERAL

Print Digital Email

MARKETING COLLATERAL

Print Digital Email

BRANDED GIFTS & PROMOTIONAL ITEMS

THE EXTRA MILE Office design Sales script Tasting policies Catering vehicles Employee uniforms Branded event disposables Whatever makes you, YOU!

YOUR STORY-TELLING TOOLS

YOUR PEOPLE

SethGodin.com

CONTINUED BRANDING EDUCATION

SOCIAL MEDIAENGAGING YOUR STAKEHOLDERS

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

TODAY’S INTRODUCTIONS

Engage new and current clients Personal introduction to your company Show your portfolio Demonstrates thought leadership & expertise Provide inspiration

BLOG – WHY?

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

BLOG – HOW?

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?

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?

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

FACEBOOK – HOW?

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 WORKHARDER

“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?

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?

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?

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 WORKHARDER

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?

PINTEREST– WHAT?

PINTEREST– WHAT?

Clicking takes the user to our blog post about Mason Jar Trends…

And hopefully deeper into our site!

PINTEREST– WHAT?

OBJECTIVE Brand pages are just as

popular as category pages

Brand page images are repinned more than independent images

Over 46 million users (worldwide)

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 2012http://mashable.com/2012/05/29/pinterest-eye-tracking-study/

PINTEREST– WHY?

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?

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?

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 WORKHARDER

FIND SOCIAL MEDIA SYNERGY

Keep usernames consistentUse a document to track user namesCreate a posting schedule Create a posting “cheat sheet” with

instructions for interns and assistantsUse tools like Hootsuite to pre-

schedule and track Facebook updates, Tweets, and more

Don’t lose sight of your goal: ENGAGEMENT

MAKE IT MANAGEABLE

REFERRAL MARKETING

VENUE, VENUES, VENUES!

VENUE GUIDEONPUFFNSTUFF.COM

Main page

VENUE GUIDEONPUFFNSTUFF.COM Main page

VENUE GUIDEONPUFFNSTUFF.COM Venue page

VENUE GUIDEONPUFFNSTUFF.COM Venue page

72 Venues & counting!

MEASURING SUCCESS Time period: May 1, 2012 (launch) – May 1, 2013

PUFFNSTUFF.COM TRAFFIC Time period: May 2012 – May

2013

Venue Impressions

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

TOPPERFORMINGVENUES

Top 30 Referral Traffic Sources to Puffnstuff.com

May 2012 – May 20131. 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

STRATEGY & EXECUTION

A WINNING TEAM

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

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

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