1. HARNESS THE POWERFUL TOOLS OF MARKETING
AND CREATE A SYNERGY OF ALL OUTLETS
TO BUILD YOUR BRAND
MARKETING3
2. 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.
TODAY‟S SESSION
3. 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
7. 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
8.
9. 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
16. 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
26. THE EXTRA
MILE Office design
Sales script
Tasting policies
Catering vehicles
Employee uniforms
Branded event disposables
Whatever makes you, YOU!
YOUR STORY-
TELLING TOOLS
27. Engage new and current clients
Personal introduction to your company
Show your portfolio
Demonstrates thought leadership & expertise
Provide inspiration
BLOG – WHY?
28. 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 –
WHY?
30. 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
MAKE IT MANAGEABLE
38. Venue Impressio
ns
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
TOP
PERFORMING
VENUES
39. Top 30 Referral Traffic Sources to Puffnstuff.com
May 2012 – May 2013
1. 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
40. 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
Notas del editor
Great video, needs to be stopped at 2:28 to avoid confusion You make them, you unmake them - DISCUSSIONLINK: http://www.youtube.com/watch?v=JKIAOZZritk
LINK: http://www.viddler.com/v/96aa2768
WARREN: Redesigned logo and colors provided a clean, elegant and refined persona that can be translated into many event styles and marketing campaigns.Fonts selected are a mix between basic beauty and styled personality – select a bold, but clean logo font; a distinct, but legible body text font that looks good in multiple scenarios (bold, italic, caps), and a unique accent font (script, etc.)Define your design details that can be carried through many executions – website, print collateral, etc. – in our case, the branded pattern and unique shapeHigh quality images with bold colors, strong lighting and proper styling/compositionBe consistent! If you select a font, use it EVERYWHERE. From letters, staff manuals, wall decals, truck designs, business cards, advertising, etc.
KEY FEATURESBranding elements integrated into designTop of the page (mirrored from homepage): contact phone numbers, site search and social media linksFront & center: beautiful imagery, blog exploration box, Facebook and Twitter integrationBelow “the fold”: Contact form and links to featured photographers and cinematographers Engagement enhancers: full posts visible from main page, Facebook Like and Tweet buttons at the top of each post
KEY FEATURESBranding elements integrated into designTop of the page (mirrored from homepage): contact phone numbers, site search and social media linksFront & center: beautiful imagery, blog exploration box, Facebook and Twitter integrationBelow “the fold”: Contact form and links to featured photographers and cinematographers Engagement enhancers: full posts visible from main page, Facebook Like and Tweet buttons at the top of each post
REMEMBER: Social Media Marketing is a growing PROCESS! HANDOUT: See your hand out for Mashable 101’s: http://mashable.com/social-media/
KEY FEATURESBanner image design consistent with brandingFeatures contact information and websiteVariety of content: original videos, photos and blog posts, real events coverage, curated links to Pinterest, blog posts, partner websites (venues, vendors, etc.)
KEY FEATURESConsistent profile image and brand contact information/promiseLinks to other social media pagesVariety of Pin Board content including original and curated contentConsistent naming convention for boards creates a subtle sub-brand
KEY FEATURESConsistent profile image and brand contact information/promiseLinks to other social media pagesVariety of Pin Board content including original and curated contentConsistent naming convention for boards creates a subtle sub-brand
KEY FEATURESConsistent imagery and branded designDesigned to follow the pattern the eye naturally travels (top right -> top left -> diagonal -> bottom right -> bottom left) Includes contact formats for the traditional and tech savvy
KEY FEATURESConsistent designFeatures 10 different beautiful images on the reverse sideSlightly unique sizeQuality paper stock and thicknessVendor: Moo.com
KEY FEATURESTote bags – filled as a thank you gift bags for brides who book their weddingsCups – multi-purpose from venues to clients and employeesEco-shopping bags – beautiful packaging for left overs and thank you for full-service events
KEY FEATURESTote bags – filled as a thank you gift bags for brides who book their weddingsCups – multi-purpose from venues to clients and employeesEco-shopping bags – beautiful packaging for left overs and thank you for full-service events
KEY FEATURESTote bags – filled as a thank you gift bags for brides who book their weddingsCups – multi-purpose from venues to clients and employeesEco-shopping bags – beautiful packaging for left overs and thank you for full-service events
KEY FEATURESTote bags – filled as a thank you gift bags for brides who book their weddingsCups – multi-purpose from venues to clients and employeesEco-shopping bags – beautiful packaging for left overs and thank you for full-service events
We use Wordpress as our platform. It’s what our web team built and it’s a great tool, but can be complex. It’s important to find a tool that’s a good fit for your needs and skill level
Facebook is the #1 source of referral traffic to our website in the last year (separate from Search traffic)
VIDEOContent is king!!Use effective tools like HootsuiteCreate your own systemCreate your own content plan
WEBSITELiving & breathingInstall Google analytics Check monthly: overall traffic, traffic sources and popular content on siteRevamp the site every 1.5 years based on your findings, until you’re happy with the site
- Venue finder on website
KEY FEATURESConsistent profile image and brand contact information/promiseLinks to other social media pagesVenues listed in order of relationship (Exclusive, Preferred and Trusted), then by alphabetFILTER RESULTS: the star! Allows clients to filter by neighborhood, capacity, special features,
KEY FEATURESConsistent profile image and brand contact information/promiseLinks to other social media pages
KEY FEATURESQUICK CONTACT: Links to website, social media and review sites SITE CAPACITIES: show cocktail, dinner, dinner with dancing, wedding ceremony, meeting style and theatre style setups IMAGE GALLERY: with logo and beautiful images of space and real eventsRECENT EVENTS & NEWS: Showcases real events at the venue and links to blog posts and videos of the events
KEY FEATURESDESCRIPTION: usually provided by the venue or adapted from their websiteMAP: pulls from Google imagesSPECIAL FEATURES: answers important qualifier questions such as wifi, meeting spaces, and parkingRESTRICTIONS: opportunity to call out further qualifiers, such as no glass bottles or open flames
ADDED BONUS! Venues link back to us and produce two-way referrals15 of the top 30 referral traffic sources are from venues!8 of the remaining top 30 sources are SOCIAL MEDIA
