TabSite Webinar: Integrated Online and Offline Marketing

The team from TabSite interviews Houston marketing agency principals, Lewis & Partners, around methods and best practices for integrating online and offline marketing. Includes uses of Facebook fan pages and TabSite features in the marketing strategy. www.TabSite.com | Fan Page Customization Platform

Transcript

1. Webinar Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Integrating Offline and Online (Facebook) Marketing With Renee Lewis & Julie Thomas Lewis & Partners - www.LandPMarketing.com
2. Webinar Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Tweet: #TabSite facebook.com/tabsitefanpage REMINDER: 1 Attendee will be drawn to win a Free for Life TabSite Gold Plan!
3. Agenda: • How has Facebook Changed Marketing? • Case 1: Highland Village Center • Case 2: Uptown Park • Key Integrated Marketing Tips • 2012 Anticipated Trends • TabSite’s Newest Features Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Webinar Webinar Webinar
4. Webinar Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com Integrating Offline and Online (Facebook) Marketing With Renee Lewis & Julie Thomas Lewis & Partners - www.LandPMarketing.com
5. Integrating Facebook & Offline Marketing December 8, 2011
6. Facebook Facebook has burst onto the scene in the past 2 years, how has marketing changed because of Facebook?
7. Facts As of September 2011, there were 800 million+ total active users of Facebook. While Facebook is becoming the biggest relationship marketing tool for brands, it seems like that instead of increasing traffic to the company website, Facebook is absorbing it. • Coca Cola – 22 million Facebook fans • Starbucks – 19+ million Facebook fans • Oreo – 8 million Facebook fans Source: Edward Yang / Firecracker PR
8. Marketing Yesterday, the message from B to C was 1- sided. Businesses are no longer limited to their corporate offices and 3rd party information from customer service and PR teams. Today, Facebook allows a 2-sided conversation with the customer, creating a real identity for the businesses and a direct, personal connection.
9. Retail Case Study - Situation HIGHLAND VILLAGE SHOPPING CENTER • Distinctive, infill retail venue with national retailers and restaurants • Holiday shopping message • Target market: affluent local and international visitors www.shophighlandvillage.com
10. Reference Links for this Case: www.shophighlandvillage.com www.facebook.com/highlandvillage www.shophighlandvillage.com/ www.shophighlandvillage.com/blog/contest/ www.shophighlandvillage.com/blog/
11. Online • Virtual personal shopper “Chloe” • Insider tips • Blog • Email newsletters • Giveaways • Event Hostess www.shophighlandvillage.com
12. Custom Facebook Tab www.facebook.com/highlandvillage
13. Highland Village, Blog, Chloe/ eNewsletter Sign Up www.shophighlandvillage.com
14. Banner ads www.shophighlandvillage.com
15. Offline - Print Ad www.shophighlandvillage.com
16. Offline – Direct Mail www.shophighlandvillage.com
17. Offline – Events www.shophighlandvillage.com Ferrari Festival 3000+ attendees Highland Village Farmers Market 1 Year Anniversary Event 500+ attendees
18. Results for Highland Village Within 30 days… Facebook: • Increased “likes” from 300 to 8,000 Twitter • Gained 4,650 followers Newsletter • Gained 600+ new opt in emails www.shophighlandvillage.com
19. Testimonials from Retailers I just wanted to let you know that we had a great Holiday Card this year. We were up 16% in sales and 14% in traffic for the 11 day promotion. Thank you for all of your work in getting the word out about this great event. Brian, Store Manager-Cole Haan Our Mary Frances trunk show was a big hit and… we ended up selling 12 Mary Frances handbags on Thursday and had a great increase over last year and I really believe the great business carried over because we had a really fantastic day on Friday as well! Just to let you know, we are still getting lots of new customers coming in from the PaperCity insert! Yea Highland Village and yea Lewis & Partners! Have a great Thanksgiving! TJ, Store Manager-Marmi www.shophighlandvillage.com
20. Retail Case Study 2 UPTOWN PARK SHOPPING CENTER • Luxury, outdoor shopping center located at one of the nation’s busiest intersections • Needed help re-branding as the “place” to shop and be seen on the ground and online. • No central destination within center • Limited national anchors www.uptownparkhouston.com
21. Reference Links: www.facebook.com/uptownpark www.uptownparkhouston.com/ www.uptownparkhouston.com/newsletter-sign blog.uptownparkhouston.com/ www.uptownparkhouston.com
22. Online Fully integrated online marketing program • Website • Database building program/ email newsletters • Monthly prizes/giveaways • Blog • External communication strategy • Environmental signage program • Strategic media planning • Print ad campaign series • Lifestyle photography • Collateral • Events www.uptownparkhouston.com
23. Website www.uptownparkhouston.com
24. Custom Facebook tab www.uptownparkhouston.com
25. Offline • Environmental signage program • Strategic media planning • Print ad campaign series • Lifestyle photography • Collateral • Events www.uptownparkhouston.com
26. Lifestyle photography / Environmental signage program www.uptownparkhouston.com
27. Print ad campaign series www.uptownparkhouston.com
28. Collateral www.uptownparkhouston.com
29. Results at Uptown Park Since inception… Website • Unique visits increased from 1,200/mo. to over 6,000/mo. Facebook • Increased “likes” from 0 to 13,111 Twitter • Gained 8,502 followers Newsletter • Gained 2,000 new opt in emails www.uptownparkhouston.com
30. Important Considerations: • Consistency • Directing people online • Capturing Opt-in
31. Tips for retail locations: 1. Use Facebook to drive traffic to website & blog 2. Link to other online properties such as Twitter, YouTube, Flickr and LinkedIn 3. Create a Facebook competition which requires finding information on your website or blog Source: Edward Yang / Firecracker PR
32. Tips to drive traffic to my website 4. Tell your Facebook Fans and in store about a special offer they can download from the website 5. Integrate e-mail marketing with social media to increase your brand's own customer database and reach. 6. Offer specials on Facebook that take users to your own eCommerce store Source: Edward Yang / Firecracker PR
33. Components of a integrated marketing plan: 1.A strong online presence 2.Register your store contact info as many places online as possible 3.Website 4.Blog 5.Events 6.PR 7.Media evaluation 8.Offline
34. 2012 Anticipated Trends: 1. GROWTH: Mobile + local = personal marketing 2. Sales Funnel Acceleration 3. Multi-channel marketing continues to grow 4. SaaS Customization – One tool, multiple uses 5. Hands-Free Marketing Intelligence Source: www.business2community.com/marketing/top-5-inbound-marketing-trends-for-2012-096116
35. Final Lewis & Partner Tips For Fan Page Admins: • Be authentic • Be consistent • Make the investment • Make a commitment • Have fun with it!
36. © Copyright Lewis & Partners LLC Visit us on Facebook: facebook.com/LewisandPartners QUESTION & ANSWER TIME
37. Latest New TabSite Features Unlisted Sub-Pages Editable Form Widget Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
38. Latest Features – Unlisted Sub-Pages Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
39. Latest Features Editable Form Widget Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
40. Editable Form Widget Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
41. Video Replay Available in 6-8 hours Slides see link on our fan page! Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
42. TabSite Gold Winner to be Announced Friday! Watch our fan page! Facebook.com/tabsitefanpage Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
43. Thanks for Attending! Still have questions? Post at: Facebook.com/tabsitefanpage Webinar: July 27, 2011 Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com