tabsite webinar: integrating offline and online marketing
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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
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!
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
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
Integrating Facebook &
Offline Marketing
December 8, 2011
Facebook Facebook has burst onto the scene in the past 2 years, how has marketing changed because of Facebook?
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
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.
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
Reference Links for this Case:
www.shophighlandvillage.com
www.facebook.com/highlandvillage www.shophighlandvillage.com/ www.shophighlandvillage.com/blog/contest/ www.shophighlandvillage.com/blog/
Online
• Virtual personal shopper “Chloe”
• Insider tips • Blog • Email newsletters • Giveaways • Event Hostess
www.shophighlandvillage.com
Custom Facebook
Tab
www.facebook.com/highlandvillage
Highland Village, Blog, Chloe/ eNewsletter Sign Up
www.shophighlandvillage.com
Banner ads
www.shophighlandvillage.com
Offline - Print Ad
www.shophighlandvillage.com
Offline – Direct Mail
www.shophighlandvillage.com
Offline – Events
www.shophighlandvillage.com
Ferrari Festival 3000+ attendees
Highland Village Farmers Market 1 Year Anniversary Event
500+ attendees
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
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
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
Reference Links:
www.facebook.com/uptownpark www.uptownparkhouston.com/ www.uptownparkhouston.com/newsletter-sign blog.uptownparkhouston.com/
www.uptownparkhouston.com
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
Website
www.uptownparkhouston.com
Custom Facebook tab
www.uptownparkhouston.com
Offline • Environmental signage
program • Strategic media
planning • Print ad campaign
series • Lifestyle photography • Collateral • Events
www.uptownparkhouston.com
Lifestyle photography / Environmental signage program
www.uptownparkhouston.com
Print ad campaign series
www.uptownparkhouston.com
Collateral
www.uptownparkhouston.com
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
Important Considerations: • Consistency
• Directing people online • Capturing Opt-in
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
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
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
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
Final Lewis & Partner Tips For Fan Page Admins:
• Be authentic • Be consistent • Make the investment • Make a commitment • Have fun with it!
© Copyright Lewis & Partners LLC
Visit us on Facebook: facebook.com/LewisandPartners
QUESTION & ANSWER TIME
Latest New TabSite Features
Unlisted Sub-Pages Editable Form Widget
Webinar: July 27, 2011
Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
Latest Features – Unlisted Sub-Pages
Webinar: July 27, 2011
Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
Latest Features Editable Form Widget
Webinar: July 27, 2011
Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
Editable Form Widget
Webinar: July 27, 2011
Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
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
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
Thanks for Attending!
Still have questions? Post at:
Facebook.com/tabsitefanpage
Webinar: July 27, 2011
Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
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