Barefoot Media is a marketing agency that provides public relations, website development, email marketing, and social media services. They advise clients on content-led marketing campaigns including how to make the most of trade shows, demonstrations by chefs and food producers, and social media platforms. The document outlines best practices for each stage of an event from planning and promotion to follow up.

1. Putting It About
Barefoot Media
Monday 21st November 2011

2. Who we are
Jim Michell Ellie Michell Sam Lynas Caragh O’Donnell
Managing Partner Partner Account Executive Intern

3. What we do
Award-winning content-led marketing campaigns

4. What we do
Award-winning content-led marketing campaigns
• Public Relations

5. What we do
Award-winning content-led marketing campaigns
• Public Relations
• Websites

6. What we do
Award-winning content-led marketing campaigns
• Public Relations
• Websites
• Email marketing

7. What we do
Award-winning content-led marketing campaigns
• Public Relations
• Websites
• Email marketing
• Social media
marketing

8. Who we work with

9. How to make shows
work for you

10. How to make shows
work for you
1. Have a plan

11. How to make shows
work for you
1. Have a plan
2. Choose your tools

12. How to make shows
work for you
1. Have a plan
2. Choose your tools
3. Spread the word

13. Plan

14. Why are you here?

15. Why are you here?

16. More than just sales

17. More than just sales
• Launch new products

18. More than just sales
• Launch new products
• New branding, website

19. More than just sales
• Launch new products
• New branding, website
• Media contacts

20. More than just sales
• Launch new products
• New branding, website
• Media contacts
• Face to face feedback

21. More than just sales
• Launch new products
• New branding, website
• Media contacts
• Face to face feedback
• Product demonstrations/samples

22. More than just sales
• Launch new products
• New branding, website
• Media contacts
• Face to face feedback
• Product demonstrations/samples
• New customers

23. More than just sales
• Launch new products
• New branding, website
• Media contacts
• Face to face feedback
• Product demonstrations/samples
• New customers
• Gather data

24. Know what you want to
achieve

25. Know what you want to
achieve
• Set clear objectives

26. Know what you want to
achieve
• Set clear objectives
• Quantifiable goals

27. Know what you want to
achieve
• Set clear objectives
• Quantifiable goals
• Have a strategy

28. Know what you want to
achieve
• Set clear objectives
• Quantifiable goals
• Have a strategy
• Don’t try and do everything

29. Tools

30. A content-led approach
PR
Data
Print capture
Website
Social Email
Media marketing
Media
Competitions
coverage
Blogs

31. Website
• Your most important marketing asset
• Drive traffic there
• Data capture
• Information
• E-commerce

32. Public Relations

33. Public Relations
• What’s new?

34. Public Relations
• What’s new?
• Why are you different?

35. Public Relations
• What’s new?
• Why are you different?
• Interviews

36. Public Relations
• What’s new?
• Why are you different?
• Interviews
• Research the publication you are pitching to

37. Public Relations
• What’s new?
• Why are you different?
• Interviews
• Research the publication you are pitching to
• Liaise with event organisers

38. PR - plan ahead

39. PR - plan ahead
• Write a press release

40. PR - plan ahead
• Write a press release
• Be prepared - info, product

41. PR - plan ahead
• Write a press release
• Be prepared - info, product
• Photos - high resolution images

42. PR - plan ahead
• Write a press release
• Be prepared - info, product
• Photos - high resolution images
• Video - online

43. PR - lead times

44. PR - lead times
• Online: bloggers, online news outlets

45. PR - lead times
• Online: bloggers, online news outlets
• Magazines: up to six months ahead

46. PR - lead times
• Online: bloggers, online news outlets
• Magazines: up to six months ahead
• Newspapers:

47. PR - lead times
• Online: bloggers, online news outlets
• Magazines: up to six months ahead
• Newspapers:
• Dailies - call early

48. PR - lead times
• Online: bloggers, online news outlets
• Magazines: up to six months ahead
• Newspapers:
• Dailies - call early
• Weeklies - on sale day

49. PR - lead times
• Online: bloggers, online news outlets
• Magazines: up to six months ahead
• Newspapers:
• Dailies - call early
• Weeklies - on sale day
• Broadcast: rolling, but plan ahead

50. Email marketing

51. Email marketing
• Build your email list - incentives, competitions.

52. Email marketing
• Build your email list - incentives, competitions.
• Let people know where you will be.

53. Email marketing
• Build your email list - incentives, competitions.
• Let people know where you will be.
• Drive traffic to your website.

54. Email marketing
• Build your email list - incentives, competitions.
• Let people know where you will be.
• Drive traffic to your website.
• Analyse data & segment. Who are your best
customers?

55. Email marketing
• Build your email list - incentives, competitions.
• Let people know where you will be.
• Drive traffic to your website.
• Analyse data & segment. Who are your best
customers?
• Check legal restrictions

56. Email marketing
• Build your email list - incentives, competitions.
• Let people know where you will be.
• Drive traffic to your website.
• Analyse data & segment. Who are your best
customers?
• Check legal restrictions
• Mobile

57. Print

58. Print
• Feedback

59. Print
• Feedback
• Data capture

60. Print
• Feedback
• Data capture
• QR codes

61. Print
• Feedback
• Data capture
• QR codes
• Call to action

62. Social media:
which platform?

63. Twitter
• 100 million active users
• Half of users signing in at least once a day
• 55% access Twitter via mobile
• What makes people retweet?
• 92% interesting content
• 84% humour
• 66% personal connection

64. Facebook
• 800 million users worldwide
• Grown by 200 million users in 2011
• Average user has 130 friends and is
connected to 80 pages, events or groups.
• 3.5 billion pieces of content (web links, news
stories, blog posts, etc.) shared each week on
Facebook

65. Good for business
“A 2011 study by the National Restaurant
Association (USA) confirms that consumers
who use social media, including apps,
Twitter, Facebook, Foursquare and more, not
only dine out more, but are more likely to
become return customers.”

66. Spread the word:
what can you do?

67. It’s competitive

68. What’s your story?

69. What’s your story?
What’s new?

70. What’s your story?
What’s new?
What makes you special?

71. What’s your story?
What’s new?
What makes you special?
Why are you different?

72. What’s your story?
What’s new?
What makes you special?
Why are you different?
Who cares? - be useful, be interesting, don’t give
the hard sell

73. Chefs

74. Chefs - before

75. Chefs - before
• Are these regular appearances? If so, add an
events page to your website.

76. Chefs - before
• Are these regular appearances? If so, add an
events page to your website.
• Promote appearance through social media
platforms.

77. Chefs - before
• Are these regular appearances? If so, add an
events page to your website.
• Promote appearance through social media
platforms.
• Do the organisers need a spokesperson?

78. Chefs - before
• Are these regular appearances? If so, add an
events page to your website.
• Promote appearance through social media
platforms.
• Do the organisers need a spokesperson?
• Are you doing lots of demonstrations? Is it
worth getting banners made?

79. Chefs - during

80. Chefs - during
• Hand out recipe cards of what you’re making with
links to restaurant website and social media platforms.

81. Chefs - during
• Hand out recipe cards of what you’re making with
links to restaurant website and social media platforms.
• Sign up details - name & address. Anybody who
signs up enters draw to win meal for two.

82. Chefs - during
• Hand out recipe cards of what you’re making with
links to restaurant website and social media platforms.
• Sign up details - name & address. Anybody who
signs up enters draw to win meal for two.
• Basics: use seasonal, affordable, locally sourced
ingredients.

83. Chefs - during
• Hand out recipe cards of what you’re making with
links to restaurant website and social media platforms.
• Sign up details - name & address. Anybody who
signs up enters draw to win meal for two.
• Basics: use seasonal, affordable, locally sourced
ingredients.
• Ask people who make recipe at home to post photos
on Facebook and Twitter. Feature in email newsletter.

84. Chefs - during
• Hand out recipe cards of what you’re making with
links to restaurant website and social media platforms.
• Sign up details - name & address. Anybody who
signs up enters draw to win meal for two.
• Basics: use seasonal, affordable, locally sourced
ingredients.
• Ask people who make recipe at home to post photos
on Facebook and Twitter. Feature in email newsletter.
• Hire somebody to film your demonstration.

85. Chefs - after

86. Chefs - after
• Post photos to Facebook

87. Chefs - after
• Post photos to Facebook
• Pay close attention to feedback on social
networking sites.

88. Chefs - after
• Post photos to Facebook
• Pay close attention to feedback on social
networking sites.
• Push demonstration on YouTube. Speak to
bloggers on Twitter and link to demo.

89. Chefs - after
• Post photos to Facebook
• Pay close attention to feedback on social
networking sites.
• Push demonstration on YouTube. Speak to
bloggers on Twitter and link to demo.
• Watch demo yourself. How can you
improve your own performance?

90. Food Producers

91. Food Producers - before

92. Food Producers - before
• What’s special? New branding? New logos?

93. Food Producers - before
• What’s special? New branding? New logos?
• Social media - promote. Speak to fellow food
producers.

94. Food Producers - before
• What’s special? New branding? New logos?
• Social media - promote. Speak to fellow food
producers.
• New product? People who sign up to your mailing list
receive a free sample.

95. Food Producers - before
• What’s special? New branding? New logos?
• Social media - promote. Speak to fellow food
producers.
• New product? People who sign up to your mailing list
receive a free sample.
• Press release to relevant media detailing news.

96. Food Producers - before
• What’s special? New branding? New logos?
• Social media - promote. Speak to fellow food
producers.
• New product? People who sign up to your mailing list
receive a free sample.
• Press release to relevant media detailing news.
• Arrange to meet with journalists.

97. Food Producers - before
• What’s special? New branding? New logos?
• Social media - promote. Speak to fellow food
producers.
• New product? People who sign up to your mailing list
receive a free sample.
• Press release to relevant media detailing news.
• Arrange to meet with journalists.
• New dish - promote it.

98. Food Producers - before
• What’s special? New branding? New logos?
• Social media - promote. Speak to fellow food
producers.
• New product? People who sign up to your mailing list
receive a free sample.
• Press release to relevant media detailing news.
• Arrange to meet with journalists.
• New dish - promote it.
• Special offers during quieter times - scheduled tweets.

99. Food Producers - during

100. Food Producers - during
• Make sure you have name and sign up forms on your stand.

101. Food Producers - during
• Make sure you have name and sign up forms on your stand.
• Be useful. If there is a hashtag for the event, follow it.
What’s the weather like? Is it busy?

102. Food Producers - during
• Make sure you have name and sign up forms on your stand.
• Be useful. If there is a hashtag for the event, follow it.
What’s the weather like? Is it busy?
• Photos are more engaging.

103. Food Producers - during
• Make sure you have name and sign up forms on your stand.
• Be useful. If there is a hashtag for the event, follow it.
What’s the weather like? Is it busy?
• Photos are more engaging.
• If you are going to be busy, plan your updates using free
technology - Hootsuite, Tweetdeck.

104. Food Producers - during
• Make sure you have name and sign up forms on your stand.
• Be useful. If there is a hashtag for the event, follow it.
What’s the weather like? Is it busy?
• Photos are more engaging.
• If you are going to be busy, plan your updates using free
technology - Hootsuite, Tweetdeck.
• Meet with journalists.

105. Food Producers - during
• Make sure you have name and sign up forms on your stand.
• Be useful. If there is a hashtag for the event, follow it.
What’s the weather like? Is it busy?
• Photos are more engaging.
• If you are going to be busy, plan your updates using free
technology - Hootsuite, Tweetdeck.
• Meet with journalists.
• Speak to customers - get feedback.

106. Food Producers - during
• Make sure you have name and sign up forms on your stand.
• Be useful. If there is a hashtag for the event, follow it.
What’s the weather like? Is it busy?
• Photos are more engaging.
• If you are going to be busy, plan your updates using free
technology - Hootsuite, Tweetdeck.
• Meet with journalists.
• Speak to customers - get feedback.
• Offer samples - it’s a great conversation point.

107. Food producers - after

108. Food producers - after
• Feedback

109. Food producers - after
• Feedback
• Photos

110. Food producers - after
• Feedback
• Photos
• Email out

111. Food producers - after
• Feedback
• Photos
• Email out
• Follow up press release

112. Food producers - after
• Feedback
• Photos
• Email out
• Follow up press release
• Social media updates

113. Food producers - after
• Feedback
• Photos
• Email out
• Follow up press release
• Social media updates
• Promote reviews written through social media

114. Q&A

115. For more information
Phone: 01208 895089
Email: jim@barefootmedia.co.uk
Twitter: @barefootmedia
Website: barefootmedia.co.uk