Marketing Your Venue Keynote Speech

Marisa Lather

Based in St. Louis, MOConsultant for Online MarketingWriter and Content Creator

Event FocusedSenior Campaign Coordinator and Board Member of the Midwest Influencer Network Run several events, work with celebritiesPR & Influencer Relations for Saint Louis Fashion WeekLarge scale event productionFounding Team Member of TEDxGatewayArch Social Media and Marketing LeadLarge and small scale event productionSocial Media ClubSmall scale events and promotionBusiness Marketing AssociationSt. Louis Social Media LeadSmall monthly events and the Marketing Excellence AwardsGreen Power Community Challenge Marketing LeadSeveral events throughout the year

Marketing a VenueDouble the MarketingYourself as a VenueEvents

What that REALLY means is.4

Marketing a VenueDouble the Content

Now What?PhotosVideosLinksArticlesReviewsUser Generated Content

PodcastsInfographicsInterviewsBlogsIdeasChartsGraphics

Now What?Your Plan Do you know who you are?

Identity GuideGraphic StandardsBranding GuideMedia/Press Kit

Now What?Actively following:Marketing StrategyContent StrategySocial Media Strategy

Are other employees?

EmployeesBrand Confluence Study at Arizona State University

They hired actors to interact with customers in a way that was highly aligned or purposely misaligned with the attributes of the brand they were selling.

Guess what?

Consumers of the brand were highly influenced by what the study termed conceptual fluencythe ease of processing the brands meaning, which is influenced byyou guessed itbrand-aligned employee behavior.

Customers ratings of the brandincluding value for the money, desirability, trustworthiness.

EmployeesTop to Bottom Organizational Development C-Suite must be on board (even if its their assistants).

Marketing cant do it alone.

Communicate brand to employees often. Empower employees: hire well, reward and treat people good. When all else fails, incentivize.

EmployeesOffer emails with links to posts to share and retweet.Ask them to invite people to Facebook events. Have an employee act as an ambassador to help you collect content coverage. This is a perk for the employee and help you supplement material. Aligning your brand with your employees and your brand with your employees benefits both.

Personal BrandLeverage yourself for your company. Leverage the company for yourself.

Good employees are great brand representatives.

Use the company to increase your personal brand. 12

Before You BeginStrategyPersonal networks on boardBaselines and measurements

MetricsSimple version:As long as numbers go up, that good!

MetricsFollower growthEngagement rateConversion rateClicks to websiteOpen rateTimes spent on siteBounce rate

Sharing rateLead Potential ReachPaid ReachOrganic ReachImpressionsVisits v Unique VisitsInbound Links

Ready to Begin!Welcome to the land of SoLoMo

Location Settings ON58% of consumers who have a smart device use location-based applications, despite concerns about safety and use of their personal information for marketing purposes.

Location Settings ONNearly one-third (32%) of consumers in the survey use location-based apps more than they did a year ago; and location-based activities are most frequently done on a smartphone

Information Systems Audit and Control Association ISACA is a nonprofit, independent association that advocates for professionals involved in information security, assurance, risk management and governance.

Responsive Design

Global mobile data traffic grew 81% in 2013, with the numbers of smart phones outpacing all others and predicted to continue to increase through 2018. (Cisco)

More and more people using their phones to take in information, so make sure everything from email templates to your website is designed for mobile compatibility.

SoLoMo Marketing

How Does Data HelpHelp predict future trend based upon historical factsMakes better operational decisionsDeveloping new products and services based upon location and demographic

Hyper Local NeighborhoodsStreetsFocused GroupsMeet-UpsUltra Niche MarketsMain Goal:Brand AwarenessHyper local contentis content that has a myopic focus on a specific locale, typically smaller than a metropolitan area.

Mobile OrderingOrder your Starbucks through an app and receive upon arrival

Order your Dominos by simple sending an emoji. (Ordering through tweets is SO last year.)

So what are your fans ordering?23

Mobile OrderingFor Venues:

How can your fans order tickets? Do people get event notifications when they are nearby?Is there an app they can download?

CouponsIf you do not have a coupon strategy, nows the time to think about it.

Social Media ContestsIncentivesLow Attendance Days

CouponsCisco noted that coupons are currently the most popular application of location-based marketing.

Give Customers What They Want47% of mobile consumers want retailers to send coupons to their devices when they are in or near the store53.2M US consumers will use mobile coupons by 201449% of US smartphone owners have used mobile coupons on their devices, compared to 10% for tablet owners

Source: Cisco

Give Customers What They WantThey want the coupon. They will use the coupon. Send them the coupon.

Source: Cisco

IncentivesWhat are great offers you can give to your users that are relevant to your brand?

TicketsPersonal IntroductionsToursCoupons/Discounts= Elevated Experience

Incentives

Incentives are what location-based marketing is all about, so you mustcreate unique rewards for your specific target audiences.

Word of MouthFacebook or Foursquare?

Facebook is the difference between telling your best friend where youre hanging out versus telling a complete stranger. Your best friends are going to be far more likely to trust your recommendations.

Encourage checking in.

Locations Will Inform NotificationsTry tofind relevant locationsnot just the venue, but also other places where the customer is likely to be receptive to the offers.

Walking by for an hour up to show time, a notification informs passersby about walk-in options.Midway through the third quarter, a half priced beer notifications come through.Midway through a conference, new sessions are added.

Navigation SophisticationNavigation is the most popular use of a phone's GPS technology and in 2015, marketers will find more ways to use it to their advantage; monetization opportunities are wrapped up in the navigation services used by businesses across the world

Tip: Sign up for Apple Maps Connect!

Where Tech Blurs RealityWith the emergence of wearable technology like smart watches and Google Glass, 2015 will be the year businesses realize the importance of location-based notification.

This is especially true of Google Glass, which has the ability to point out points of interests along the way as wearers walk down the street. Businesses will learn to use Google Glass's accessibility to their advantage.

Source: hipgenius.com

Augmented RealityAugmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data.

As a result, the technology functions by enhancing ones current perception of reality.

With the help of advanced AR technology (e.g. adding computer vision and object recognition) the information about the surrounding real world of the user becomes interactive and digitally manipulable. Artificial information about the environment and its objects can be overlaid on the real world.

Defined by Mashable

Augmented Reality

Key Location Based MetricsSome of their suggestions for metrics include: Daily check-insCheck-ins cross-posted to TwitterCommentsTips, photos and number of offers/deals redeemed

StorytellingWhat is my venues story?

You are the ProtagonistRelatability is key to character formation and identity. The people who read your story must be able to identify with the character that is your business.

You might be funny, casual, laid-back, sexy, aggressive, driven, or even exclusive, as long as your target audience can relate to that identity.

Have a Story to TellIn order to tell a story, you must have a story to tell.

The typical story has the following elements:Introduction, to set the stageRising action, to get things goingConflict, to stir up emotion and engage a readers suspenseClimax, to make it really excitingFalling action, to get things settled downResolution, so everyone can live happily ever after

Have a Story to Tell

Your business builds a story at every point in its existence. Your originsare a powerful way of shaping your story.Your challenges are part of what humanize your brand and engage your audience.Your losses are what endear your customers and inspire your fans.Your testimonials are what validate your claims and attract new buyers.

Have a Story to TellEvery story needs the 5 Cs Circumstance, Curiosity, Characters, Conversations and Conflict

Set the scene and give the vital information that will provide context for your reader.

Use curiosity to leave the reader wanting more (this trick works in headlines,too).

Who Do I Tell?It comes down to having a content strategy. You can only tell your story by publishing content.

Everywhere you publish YouTube, your blog, Slideshare, wherever use the elements of story to communicate whatever it is you want to communicate.

Stories can be incorporated into all your forms of content: BlogsE-booksWhitepapersAbout us

Communicating Your StoryWhat do you communicate?You share events and experiences from your business.

Its important to tell it all the good, the bad, and the ugly. Every story has conflict. The story of your business is no different. Share what youre proud of. Share what youre ashamed of.

Use Video to Tell Your Story

Use Video to Tell Your Story

Use Video to Tell Your Story

Which Channel?

You Tube may be the giant, but the others arent far behind. 48

Snapchat

Source: wearesocial.sgSource: sports-forum.comSource: adweek.com

PeriscopePeriscopelets you broadcast live video to the world. Going live will instantly notify your followers, who can join, comment and send you hearts in real time.

Source: triplem.com

Video StrategyBefore You Start:

Your setting/workspaceMake sure youhave a nice space with good lightingand theres nothing embarrassing in the background like dirty dishes.Your propsMake sure youhave whatever youre animating handy, as well as any other items you want to include or featurein your video.A storylineYou dont need to plan every single frame, but you should have the basics of a story: the beginning, the middle, the end and what happens in between.Your phone and/or standMake sure your phone is chargedand you have your tripod or stand handy if youre using one.

Types of VideosVlogTestimonialTimelapseCulture videoPrepromotional videosTutorial

Reviews AnimationWebinarTalking HeadVideo Tips-SeriesBest Practices

Video Benefits

Video SEODid you know

YouTube channel as a whole can rank independently from individual videos?

Brand awarenessVirality potential

Before You Get Started1. What do I want to accomplish through social media? 2. How much do I want to spend? 3. Who will execute my social media strategy? 4. Which platforms are best for my business? 5. How do I know if my efforts are working?

Wrapping UpGetting your basics downValue of a strategyActivating employeesHow to measure

Wrapping UpSoLoMoLocation-based marketingMobile ValueIncentivizing customersTechnological advancements

Wrapping Up

StorytellingVideo

Learn MoreComprehensive Marketing StrategySocial Media Strategies for each networkCampaign Examples

Thank YouFor Having Me!

Optimize Your YouTube Channel

Title:Include your company name in the title.Visibility:Check the visibility box to make your channel visible.Email location:Check the box so others can find your channel via email.

Optimize Your YouTube Channel

Channel tags:This is the most important part of channel optimization. Choose three to five relevant keywords that are the same ones you use on your website.

Separate each keyword with quotation marks to look like this: Grand Rapids theater dance" Iowa amphitheater concert" music theatre Iowa"

Optimize Your YouTube Channel

Add Modules.

Any modules are fine, but these three are necessary for optimization:CommentingSubscriptionsFriends

Optimize Your YouTube Channel

ProfileUse your business name as the name of the profile.Write your exact website URL in the website sectionthis is the only followable link you can obtain through YouTube.In your channel description, summarize the content of the channel and include a link to your company's Facebook or Twitter page. (These will be no-follow links.)In the "About Me" section, give a brief description of your company using targeted keywords.All other sections of the profile are great to have, but they will not help optimize the channel.