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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
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
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