2. Today’s Session
• What happens when you combine Branding,
Technology and Referral Marketing?
1 + 1 + 1 = exponential success!
• Today’s case study demonstrates the strength
of this powerful marketing mix.
3. My Story
Warren Dietel, Owner & President
• 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
and Fresh Ideas
8. The Puff Story
• 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
9.
10. The Puff Story
• Tremendous potential + aggressive growth plan = 267%
growth in 3 years
• Over 400 staff members strong (50 FT)
– Diversifying segment base
• Expanded the award-winning team into the Tampa market with
an acquisition and opening of a second office
• Five exclusive venues & many more preferred
• “Passionately Perfecting Life’s Celebrations!”
11. Building a Brand is Telling
Your Story!
http://www.viddler.com/v/96aa2768
12. Your Story-telling Tools
THE BASICS • Business cards
• Logo & identity • Marketing collateral
design
• Branded gifts & products
• Mission/brand
• PEOPLE!
promise
• Website & blog
• Social media &
video Advertising
13. Logo & Identity Design
• Logo
• Colors
• Fonts
• Patterns
• Design details
• Imagery styles
• All about consistency!
14. 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!
• Plaster it everywhere
• Ingrain it within your entire team
• Deliver every time or make it right!
31. In-House Catering Software
• One tool for both front
and back of house
operations
• Caterease supports sales & marketing functions:
– Lead management
– Consultative Selling
– Branded sales proposals
– Sales/email communications
– Event management
– Business data queries
43. Social Media
• 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
45. Blog – Why?
• Engage new and current
clients
• Personal introduction to
your company
• Show your portfolio
• Demonstrates thought
leadership & expertise
• Provide inspiration
46. Blog – How?
• 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!
47. 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
48. Facebook – why?
• Engage: current customers
and friends (vendors,
employees, etc.)
• 950+ million users
worldwide (June 2012)
• Maintain your presence in
the market place & top-of-
mind awareness
• Drive traffic to your website
and blog
• Tell your story!
49. Facebook – how?
• Optimize your page design
• Determine your targets and
content
• Share your blog posts,
recent work, images of
employees
• Post live from events
• Comment on current news
• Avoid commenting on
controversial topics unless
they directly affect you
51. Facebook – how?
• Use Facebook as your brand
• New feature!
• Engage with followers as your brand
• Respond to comments
• Like posts and pages
• Send messages
52. Make it Work Harder
REPURPOSE BLOG
CONTENT: REAP THE REWARDS:
- Post the images in a - Shares, likes &
Facebook album comments
- Post a link to blog - Shopper
engagement
- Tag vendors’ or
sources’ pages in - Link value/SEO
both via @tagging - Referral credit with
your partners
53. Twitter – what?
• “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!”
54. Twitter – why?
• Engage: event industry partners and fans
• 500 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!
55.
56. Twitter – how?
• 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.
57. Make it Work Harder
REPURPOSE BLOG
CONTENT: REAP THE REWARDS:
- Link to the post - Retweets &
comments
- #tag event theme
(#weddings) - Shopper
engagement
- @tag vendors or
sources - Link value/SEO
- Referral credit with
your partners
58. Pinterest – what?
• A new form of social media
• 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
61. Pinterest – what?
Clicking takes
the user to our
blog post about
Mason Jar
Trends…
And hopefully
deeper into our
site!
62. Pinterest – why?
OBJECTIVE: SUBJECTIVE:
• Brand pages are just as • Like brands better after
popular as category viewing their Pinterest
pages • More likely to purchase
• Brand page images are from a brand they
repinned more than engage with on Pinterest
independent images
Source: Eye Track Shop, May 2012
http://mashable.com/2012/05/29/pinterest-eye-tracking-study/
63. Pinterest – how?
• Create a profile
• 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!
64. Make it Work Harder
REPURPOSE BLOG REAP THE REWARDS:
CONTENT:
- Image likes,
- Post the images comments & repins
- Link to blog post & - Shopper
credit source engagement
- Link value/SEO
- Referral credit with
your partners
66. Make it Manageable
• Keep usernames consistent
• Use a document to track user names
• Create a posting schedule
• Create a posting “cheat sheet” with
instructions for interns and assistants
• Use tools like Hootsuite to pre-schedule and
track Facebook updates, Tweets, and more
• Don’t lose sight of your goal: ENGAGEMENT
73. Venue Impressions
Leu Gardens 398
Top Ballroom at Church Street 378
Performing Orlando Science Center
Heaven Event Center
257
242
Venues Orlando Museum of Art 230
Winter Park Farmer’s Market 205
The Mezz 198
Winter Park Civic Center 178
The Abbey 168
Time period: May 1 Orange County Regional History 162
(launch) – Present Center
TPepin’s Hospitality Center 150
Davis Island Garden Club 130
Holy Trinity Reception Center 128
Lake Mary Events Center 126
Paradise Cove 123
Barrington Hill Farm 122
75. Top 30 Referral Traffic Sources to Puffnstuff.com
June 1-30
1. Lake Mary Events Center 16. Facebook Mobile
2. Facebook.com 17. The Palmetto Club
3. Google.com 18. Clearwater Sailing Center
4. The Ballroom at Church Street 19. Bayanihan Arts Center
5. Venues.puffnstuff.com 20. Linked In
6. TPepin’s Hospitality Center 21. Special Events Magazine
7. Weddingwire.com 22. The History Center
8. Paradise Cove 23. Art & History Museum
9. Yelp.com 24. Event Solutions
10. Theknot.com 25. The Palm Harbor Chapel
11. Email 26. Brides.com
12. Nova535 27. Catersource.com
13. Holy Trinity Reception Center 28. The Regent
14. Pinterest.com 29. Wilde Acres Villas
15. The Lange Farm 30. Every Last Detail Blog
76. Thank You!
To download a copy of my slides, go to:
http://www.slideshare.net/WarrenDietel
Warren Dietel | warren@puffnstuff.com | 407.629.7833
www.facebook.com/puffnstuffcatering | Twitter: @pscatering