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Internet VS IRL, and the Power of FOMOWednesday, March 13, 2018 | 2:30pm - 4:00pm
Moderator: Megan Furey, Marketing & Communications Manager, Westwood Village Improvement Association
Speakers:Devin Strecker, Director of Communications & Social Media, Hollywood Property Owners Alliance
Brooke Fox, Executive Director, Downtown Vacaville BID
John Harman, Director, Downtown Tulare Association
LISTEN TO ME!!!
SOCIAL MEDIA
REALLIFE
• SIX SUCCESSFUL YEARS• LAST YEAR, RAISED $10,000 FOR CHARITY• INVOLVES 25-30 LOCAL RESTAURANTS
AND BUSINESSES• HAS BECOME THE SUNSET & VINE
DISTRICT’S SIGNATURE EVENT
A SUCCESS STORY
Building a community…
• RESTAURANTS• SPONSORS• BENEFICIARY• BUSINESS EXHIBITORS• MUSIC FANS• FOOD BLOGGERS• NEIGHBORS• CHURCHES
• BOARD DESIRED LARGE-SCALE MUSIC FESTIVAL IN HOLLYWOOD
• SPENT COUNTLESS HOURS JUST ON NAME, LOGO AND BRANDING
• COOPERATION OF MANY BUSINESSES• REQUIRED STAFF TO WORK FOUR
CONSECUTIVE NIGHTS
A MISCALCULATION
Why did it fail? • BUSINESSES TOO COMPETITIVE
• MUSIC FESTIVAL PLANNING NOT CORE STAFF STRENGTH
• UNABLE TO SECURE SPONSORSHIP REQUIRED
Silver lining?
• FIRST TIME EVENT HELD 2017• IDEA CAME FROM IDA SESSION• ALIGNED WITH PRIORITIES
RECOMMENDED BY CORO• ACTIVATED AREA OF BID THAT IS
MOST IN NEED
A WORK IN PROGRESS
Contact Information: Devin Strecker, Deputy Director, Business Development,
Hollywood Property Owners Alliance
(323) 463-6767
www.onlyinhollywood.org
● City of 97,000 located on the i-80 corridor● BID was established in 1999.● Representing 450+ businesses.● 18 events per year.● Events are what we do.
● Brand new event● My neighbor, the lingerie shop owner● Well-established marketing holiday● Champagne!
● Followed wine stroll template● Secured glass sponsor, site sponsors● Premium Ticket price● Raffle basket featured gifts from six
additional merchants.
ADVERTISING CHANNELS● Press Release● Newspaper articles (Vacaville & Fairfield)● Morning Radio appearance● Posters● ½ page Ad in Around Town Monthly● Postcards at Wedding Fair & City Hall● Bid2B and Events List Newsletter● $60 / 5 Days of Facebook Advertising (Ticket
Sales). Targeted to newly engaged, recently married, women.
HOW #LOVESTROLL CAUGHT FIRE● Wives tagging husbands.● Friends tagging friends LOL● Regular announcements of new venues.● Lingerie Shop offered Boudoir Photography● Across the street, Church had Red Carpet.● Edible Cookie Dough Company PopUp.● Real Estate Agent got “Ordained for the Day”● Premium Raffle: “Ultimate Date Night”.
INSIGHTS:● First-time Pre-Sales.● 100 Tickets Presold. ⅔ of total Ticket Sales● 155 tickets sold. most were at $20● People traveled from as far as 35 miles away.● Best comment of the night: “I’ve never been here.
Where’s Main Street?”● Raffle winner = Instagram!● Improve the stroll route.● Pair merchants with wineries.● Longer Facebook Campaign● More Instagram and SnapChat posts
Contact Information: Brooke Fox, Executive Director, Downtown [email protected](707) 451-2100www.downtownvacaville.com
Internet VS IRL and the Power of FOMO
We’re getting’ under the hood on this thing!
ROI
Demographics
Techniques
ROI (Return On Investment)
• Facebook is indirect sales!• 1-2% response rate• Facebook sends your post to 1 – 2% of your followers
• The response rate dictates “boosting.”
Be aware of Facebooks rules for posts
This post failed because there was too much text around the graphic. (We recycled our Facebook page header).
Attendance at the event was about 20 people!
IRL moment: You VS Them
You
Your Idea
Your vision
Your desired outcome
Them
Their idea
Their perception
What they think they want.
Demographics Drive Your Posts…
• Biggest tool to success is understanding your demographic• Appeal to that demographic• How does that demographic act, think, feel
Demographics Drive Your Posts…
• Photo album of organic foods on the shelves of the store.
• Linked back to our website where we had a Land O Lakes recipe
• Link to Land O Lakes site• Link to Grocery Outlet site
Demographics Drive Your Posts…
Tips and Techniques
Always include a CTA (Call to Action)Buy NowSign Up HereSave Now – Click Here
Best color for CTA is yellowUse “remember” rather than “don’t forget.”Tell people what to do: share this; retweet this!
Westwood Village Block Party
Activities Petting ZooRoller Skating
Outdoor MovieDJ
16 Sponsors
From Westwood, Los
Angeles, & national brands
Booth spacesDigitalPrint
Assets
Westwood Village Block PartyAs an opportunity for new students and locals to explore Westwood Village as well as make new friends, UCLA and the Westwood Village Improvement Association hosted the First Annual Block Party in September 2017.
10,000+Students &
localsattended
Contact Information: Megan Furey, Marketing & Communications Manager, Westwood Village Improvement Association
Phone number: 310-470-1812
Website: www.thewestwoodvillage.com
