2019, blog, blog post, blogpost, marketing, myblog, Uncategorized

Digital Marketing Tips for Wedding Vendors, from a Future Bride

So, I’m recently engaged and have been researching reception venues and attending wedding shows to get ideas. With my digital marketing knowledge, I can’t help but think that some of the vendors I’ve interacted with aren’t doing the best marketing they could. I want to take a moment to reflect on what I observe wedding vendors doing and what I think, from a digital marketing perspective, they ought to be doing.

 

  • Adjust your CTA for your audience

What they do: At wedding shows, most vendors seem to all have the call-to-action of “Buy Now!” For example, photo booth vendors told me how they were offering a discounted price, but only if I booked today. I was at the bridal show just to browse and to get ideas. I even told the photo booth vendor that I didn’t have a date yet, no venue, but he still gave me his brochure advertising his today-only-deal and wanted me to book him right then. No way, dude!

What they should do: Meet your customers where they are at. At wedding shows especially, switch your CTA to match brides who are in the awareness stage. Make your CTA “Subscribe to my email newsletter for wedding planning tips” or “follow me on Instagram to enter for a chance to win something” so you’re adding value to the bride, and you’re staying top of mind for when she’s ready to book. Maybe some brides are ready to book the photo booth that day, but you need to talk to her first and assume that every bride is in the awareness, not the decision-making stage of the marketing funnel. Measure the success of a bridal show by new website visitors, Instagram followers, and email subscribers, not by the amount of revenue made that day.

  • Meet in person as soon as possible

What they do: A lot of wedding vendors have a Contact Us page on their website and when someone fills that out, they email the bride back with more information and it becomes this back and forth email chain until eventually, someone stops responding.

What they should do: Immediately offer to meet the bride for coffee. Try to schedule an in-person meeting as soon as your schedules will allow. Vendors who I met in person, I felt a strong connection to and was extremely more likely to book with them. I felt loyal to them, I knew them, I trusted them and wanted to work with them.

For example, When I was looking for a wedding planner, I sent out several emails asking different planners for more information about their services.  One of the planners emailed me back the next day asking to meet up for coffee, another planner asked to schedule a phone call, and the third asked me to fill out an online questionnaire. Guess which planner I ended up booking? The one I met in-person. You can’t underestimate the power of a face to face real conversation. I’m reading Sherry Turkle’s “Reclaiming Conversation” right now and her thesis is that young people are losing the ability to hold a conversation and that no amount of technology can replace the power of a face-to-face conversation. I may be young but hell no, I’m not going to sign on a contract with someone I haven’t met face-to-face. I need to meet you in person and feel a connection if I’m going to work with you on my wedding day.

  • No response from her means don’t send her any more emails

What they do: A bride requests information so the vendor emails the info to the bride. She asks a question, they respond over email. She doesn’t respond again. The vendor then sends her emails with additional pictures of the venue, additional information, additional dates, etc. These emails continue, once a week, if not more. Eventually, the bride marks the emails as spam, hurting the vendor’s email domain reputation.

What they should do: Listen to your customer. Respect their wishes if they don’t want to hear from you. If they don’t ask you any follow-up questions or request a tour, assume this means they are thinking about it. They’ll let you know if they have questions! You risk damaging your reputation and coming off as difficult to work with if you badger brides with continuous emails. It’s a delicate balance between one follow up email a week or two after your first email and then no follow up. I’d lean toward no follow-up, because from my perspective, no follow up will change my mind.

  • Don’t use scare tactics

What they do: At bridal shows, I hear vendors ask questions designed to spark fear and insecurity. “Do you know what you’re going to do for your first dance?” “When’s the big day?” “Where are you getting married?” “How will your guests remember your big day?” “Have you booked this yet? Time’s running out!” “Have you thought of what you’ll do with your wedding dress after your big day?” “Did you know fall is the busiest wedding season?” “Good luck choosing 10.10.2020!”  Ack!

What they should do: Ask questions to get to know the bride, not scary questions that will only stress her out even more. Build a relationship with her. Don’t just talk to her like she’s a clueless pile of cash. I wanted to hear more vendors ask general simple questions like “Where are you with your wedding planning?” “How’s the wedding planning going?” This question allows me to volunteer the information I feel comfortable sharing and my answer doesn’t make me feel bad.

  • Acknowledge how you got my email address

What they do: After I attended my first wedding show, I suddenly got all these emails from vendors I had never heard of. No introduction, no explanation of how they got my email, just a cold hard sales pitch.

What they should do: Acknowledge that you got my email from the wedding show and tell me you’re adding me to your email newsletter. Give me the option to unsubscribe, front and center. In this age of increased data privacy and customers trusting brands and businesses less and less, be transparent with your customers about how you obtain your marketing data.

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A good example of how you should first email your leads. This DJ emailed me and acknowledged how he got my contact information.

 

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I got this email from Wendy’s Bridal and appreciated how they explicitly said how they got my email and gave me the option to unsubscribe. Way to respect your brides!

 

  • Follow up by email or phone

What they do: I talk to a vendor in person, we connect, I ask for a follow-up, they say they will, and then I never hear from them.

What they should do: Stay true to your word. Follow-up with a bride you connected with by email the next day. Remind her what you talked about, give her additional details, and thank her for her time. Do what you told her you were going to do and follow up by email when you say you will.

If you really want to knock it out of the park, try answering her email with a phone call. Depending on the bride, she could be impressed by your dedication and appreciate the ease of a phone call rather than a long email. I experienced this where I emailed a vendor with questions, he called me 15 minutes later to answer my questions and we ended up talking for 30 minutes and of course, I booked a tour.

 

One more note is that I’m always impressed by businesses in the wedding industry who treat their customers like human beings. I think the venue, The Henry Manor, did this best with their plain-text follow-up email to attendees of a bridal show. Note how in the second paragraph they state how they want to earn my business. That was so refreshing to read because it contrasted all the other wedding emails I’d received. I appreciated this down to earth email:

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Down to earth follow up email to brides who attended a bridal show. Notice the casual tone of voice and how it’s just plain text, like a friend would write to you. 

 

I hope you found this informative and hey, if you know of any wedding vendors in Columbus, I’m in the market!

2019, Uncategorized, work

I Passed the Google Analytics Individual Qualification exam

I renewed my certification in Google Analytics. I last took the test in 2017 so I was due for a refresher. I completed the Google Analytics Beginners course first then the Advanced course within Google’s Analytics Academy. I learned the most from using the demo account and being able to practice the concepts I was learning.

I’m excited to apply this knowledge to my organization’s Google Analytics.

 

Debbie Gillum Google Analytics Individual Qualification certificate

 


Google Analytics Advanced Certificate


Google Analytics for Beginners Certificate of Completion

2019, columbus, marketing, Uncategorized

Key takeaways from the Together Digital National Conference

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I attended the Together Digital national conference on Thursday and Friday. It was jam-packed with informative sessions, case studies, and panels. I got to hear from some of the most talented, motivated and compassionate women in the marketing industry. Part of what makes Together Digital so unique is that members commit to 12 Asks and 12 Gives each year. This can be anything from asking if anyone knows anyone at a company you want to work for all the way to giving members an audit of their LinkedIn profiles. When women ask for help and give support to one another, we can build each other up. The group has been instrumental in shaping my career.

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There were so many awesome sessions to choose from at the conference, I found myself wishing I had a time-turner like Hermoine’s from Harry Potter. I wanted to take a moment to share with you some of the key takeaways I learned from the conference.

Kickstart Your Organic SEO Strategy by Caitlin Boroden, Director of SEO, Catchweight

– SEO is the practice of increasing the quality and quantity of website traffic. The three pillars of SEO: Technical SEO + Content + Digital PR (link building). I think of this as a pyramid with Technical SEO on the bottom.

– When you’re doing an SEO Audit it can feel overwhelming at the amount of stuff you need to fix. Conduct an Impact vs Effort analysis for when you have a laundry list of changes needed. This will help you map out what tasks are high impact- low effort, etc.

– Make sure to use smaller image sizes on the website so the page can load quickly.

– Be sure to fill in meta descriptions and alt text to help it be understood by Google. Each page should have H1 tags.

Creative ways to drive email conversions by Amanda Scarnechia Manager, CRM & Consumer Data of Scott’s Miracle-Gro

– If you don’t have the data, ask for it. Scott’s Miracle-Gro wanted to let their audience know about a new product they had for people with an irrigation system. They didn’t know who in their database had an irrigation system so they sent them a short one question survey in an email. Ask your audience a basic question.

–  Write at a fifth-grade reading level or below. Average American reading level is about seventh grade.

–  Apply the learnings from other departments. Maybe your paid social media team has already figured out what copy works for your audience and you could borrow that in your email campaign.

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Present like a Pro by Rachel Brewster of Unforgettable Leadership

–       Set the agenda. State here’s what we’re going to cover. Set the time for the topics. Email the agenda the day before.

–       Talk about the bigger picture first before diving deep. Start with the big picture. Don’t just start in the middle. Give context and orient them.

–       Help them make decisions. Using analogies to communicate complicated concepts in a way that’s commonly understood.

–       Repeat their vision back to them, helps them feel understood and heard. Then say we have two options, here are our recommendations.

–       Know your leader and how they want to be presented to.

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Social Marketing & Media Case Study

– You can create buyer personas for each social media platform like a Facebook persona or Instagram persona.

– 78% of users who follow a brand on social will visit their physical store.

– Provide social media training during the onboarding process to teach posting best practices. Have your social team teach the sales team how to use social selling correctly. Provide content the sales team can share, teach them about a complete LinkedIn profile, educate them on what a Facebook business page looks like. Do a yearly audit of sales reps social profiles.

– Make social-first content. Reframe social media to be a business driver. A/B test to learn what your customers really want.

– Facebook is the best place to reach Moms. Moms are online for support and community.

– Bad social media goal: Grow your social media following. (That’s not specific nor timely.)

– Good social media goal: Increase purchases on our website from Instagram by twenty percent by the end of the year.

– In your social media photos, have a clear focal point. Make your product pop. Show the product in action. Show how to use the product, explain what it is. Product demos. Real customer highlights.

And that’s a highlight of some of the things I learned from the Together Digital National Conference in Columbus, Ohio on September 19-20, 2019.

Learn more about future Together Digital Events

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2018, social media, Uncategorized

Our new thrift store employee

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This photo embodies what I think thrifty social media marketing is. The pic was texted to me by a thrift store manager this morning after I stopped in last week to say hello. Since I started a year and a half ago, I formed a relationship with her by coming into her store frequently. I listened, talked with her and got to know her staff. She knows she can send me pictures to post on social media. That’s easier for her than emailing the pictures to me or posting herself on her store’s Facebook page (yes, I trust her with her Facebook page.) She was telling me how they had a Justin Beiber cutout donated a while ago and the staff had some fun before the store opened taking photos of him.  I can’t be in the stores 24/7 to capture moments like this. I need managers and staff to know how important social media is and that I can’t do it without them. There’s something refreshing and authentic about a Facebook post with no call to action, no link to an outside website, and no filter. It’s just a photo that’s playful, relatable, funny and shareable.

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2018, marketing, Uncategorized

Women in Digital Conference 2018

I went to my third Women in Digital conference last Thursday and Friday. My favorite part is always meeting new women who are total bosses at what they do. They inspire me to be more confident and a better digital marketer. I also like staying up to date on trends, best practices and hearing what other companies are doing.

I wanted to take a moment to share some of my notes and photos from the conference.
First, photos:

These are the notes I took during the Power Hours. My strategy at the conference was to go to the Power Hours because those would not be recorded. I will watch the recorded main stage presentations later.

Social Media
Olivia De Leon, Sr. Marketing Consultant at Rational Interaction

  • When working with influencers, have an influencer agreement with dates, goals of impressions or engagement, clarification about content ownership, requirements to see proofs ahead of time and spell out a set number of edits allowed.
    • Pay to boost the influencer’s post. Win-win for them and you. 
  • SMS is the new email 
    • Personally, I have hesitations about this intrusive form of communication but I recognize it has benefits when used sparingly.
  • To track in-store success of online efforts, use offers and codes
    • Okay, not ground-breaking advice but useful to remember
  • Let your followers define your hashtag. Ask them
    • “I #VoaThrift because…”  or “I’m #aeriereal because I love my freckles” 
    • Weekly use of the hashtag
  • Aerie did a campaign in the summer where when followers used #aeriereal they would donate $1 to National Eating Disorder Awareness non-profit
    • Love this idea because it allows brands to give back while encouraging social engagement.
  • Aerie put sticky notes in dressing rooms and encouraged folks to write down encouraging body positive messages
    • I went to the Aerie store at Polaris today and yep, there were green and yellow sticky notes around the mirror. My favorite one said Yassss Queen. 
  • Ask questions of your followers to increase engagement 
    • How do…
    • Which is…
  • Twitter is best for sharing news, asking questions and getting feedback
  • Using user-generated content leads to a higher conversion rate
    • I’ve seen this personally from VOA: Regrams outperform photos that I take. I find regrams from when people tag the thrift store’s location. Be sure to give the original user credit for the photo. 

Salary Negotiation
Lauren Hasson, Founder, DevelopHer

  • Ground yourself in data, numbers, stats and comparable salaries
  • Present the raise as a win-win for your boss
  • Take a snapshot of your week and show that. Show them what you do each week. If most of your time is spent doing things not in your job description then negotiate a title change.
  • Write out your stated job duties and what your actual job duties are.
  • Practice the conversation, rehearse the scripts
  • Prepare for pushback. How will you counter?
  • Build an agreement. Agree on goals and an action plan. How can I get where I need to be?
  • Have an alternative
    • This company will give me x amount of dollars.

SEO
Erin Acheson, President + COO, DemandSphere

  • Keyword research: what are people asking? What do they say on social media?
  • Mirroring: people like brands that mirror them
  • Easier difficulty score means is better. Helps you rank.
  • Link building is important
  • SEM Rush is a valuable tool
  • Google search console is a valuable tool 
  • Keep it conversational in your blog posts 
  • B2B can use Instagram and Pinterest too. 
  • Use language from a popular blog post in an email or email subject line. 
  • Pay someone on Upwork to transcribe a video

Content Strategy
Marissa Wilson, Marketing Manager, Blavity.com

  • Don’t be afraid to gate content on your website
  • Use guest bloggers
  • Webinars are content. They are like experimental content.
    • You could offer a free webinar
    • Send replay and similar resources
    • Email worksheets. Keep it personal
    • Remarket to them  
  • Blog about the questions you are already getting.
  • Give your customers value for free. Let them build confidence in you. Then ask them to pay for content.
  • Track customer journey thru Facebook pixels
    • Visited page
    • Lead generation
    • Thank you page

Copywriting
Nicole Hallberg, Copywriter, Blogger 

  • Personal writing is different than job writing
  • Don’t do free editing
  • Don’t say “It’s that time of year again”
  • Goal is to educate and inform
  • Cut the commercial speak
  • Don’t say “It’s the best.” Say why it’s the best for you. Answer “which is the best for you?”
  • Don’t be afraid to use I or We. It’s commonly accepted.
  • Write first. Then find what it’s about. That results in better writing.
  • Read your copy out loud
  • Assume your readers are smart yet uninformed
  • Don’t use “ this may sound obvious”
  • Don’t overuse adjectives. Show them.
  • How will my writing make people feel?
  • Google knows context. Don’t repeat keywords. Better writing is more important.

Email
Jen Capstraw, Director of Strategic Insights & Evangelism, Iterable. President & Co-Founder, Women of Email

  • SMS text message is a good way to have people opt in to emails
  • Sending emails regularly helps with email deliverability
  • Follow ReallyGoodEmails.com
  • Test CTAs in your email
  • Consistently send emails when you have something to say
  • Test subject lines using A/B test
    • At least 1,000 emails for a good test
  • Give people an option to receive less emails
    • Opt down not opt out
    • Give them a choice to hear from you weekly, monthly, etc

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email, Uncategorized

September Donor Newsletter

I designed, wrote and sent this donor newsletter for September. We used to call it eSpirit but now it’s called Faces of Hope to match our annual fundraiser and because it really does showcase the faces of hope our donors are helping everyday.

I wanted this email to have a simple call to action of Watch Chaz’ video.  I used language from Tom Ahern and tried to shower the donor with love and keep the tone donor-centric.

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You are the reason Chaz is hopeful for his future

I’ve made more progress in the six months that I’ve been here than I have in the four years I’ve been out of the military. That’s astounding. It’s hard to believe the amount of progress that’s been made. -Chaz 

You are the reason Chaz has made so much progress.

Donors like you are with us every day as families, veterans, and individuals rebuild their lives. Thank you!

Your gift helped Chaz, a Navy veteran, in his journey to overcome substance abuse and manage his post-traumatic stress disorder.

Watch Chaz’s Story

email, Uncategorized

Operation Backpack Thank You Email

At work, I sent out this Thank You email today to everyone who participated in Operation Backpack this year and in previous years. I worked with Becky to revise the language and make sure the photo featured diverse kids. I’m proud of how donor-centric this email copy is. After I sent it out, Nicole replied to me saying “My favorite email!” which was a huge compliment. My mom texted me saying “Great Job” on this email and that some of the backpacks the kids are holding look like ones she and her company donated. That’s the reaction I wanted. Like hey, “That smiling kid is holding the unicorn backpack I donated. Wow, look how happy and confident he looks! I love Operation Backpack.”

You deserve an A+ for your generosity!
Image of the email

You can also click here to see the email online

 

From: Volunteers of America of Greater Ohio [mailto:operationbackpack@voago.org]
Sent: Thursday, August 23, 2018 9:48 AM
To:
Subject: You deserve an A+ for your generosity!

You deserve an A+ for your generosity.
You deserve an A+ for your generosity. (1).png
It’s a happy new school year for more children, because of you!

You’ve helped over 4,000 children across Ohio who are homeless or in-need start the new school empowered to succeed. Because of you, they’re heading back to school this year ready to learn.

The next time you see a child walking confidently to school, or a school bus of smiling faces driving by, know that you helped put smiles on some of those faces. You’ve given hope and confidence for a better tomorrow to children who need it the most. We couldn’t have done it without you!

Thank you for your support!
A special thank you to our wonderful sponsors.
You deserve an A+ for your help with Operation Backpack too!
Oswald and Buckeye Health Plan logos
http://www.OperationBackpackGO.org

 

2018, event, marketing, may, Uncategorized

What I learned at Columbus Startup Week:

I attended my first Columbus Startup Week yesterday. I’d heard others tell me how neat this event was and the price of the conference was right. It’s all free!  It was an inspiring day with a diverse group of people who all shared a love for both Columbus and innovation.  I just attended on Thursday which was the Marketing and Technology day. I’m grateful that I work at a company that believes in professional development and allows me to take time to attend events like this.

I love to take notes and so during the day I jotted down points that I found interesting in my notebook and typed them up. This process of reading over the notes again helps me better process what I wrote down. These are my notes:

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How to Use Data and Research when Building Your Brand

This was the first session of the day and it was a panel of four guys who each own their own business and talked about their career journey and got a little side tracked by also talking about how much they like traveling. I appreciated their stories of what it took to get them where they are today. 

  • A lot of brands are using colors effectively in their names and identity
    • Orange Barrel Media, Purple Mattress
  • Creative and emotional content is best
  • Netflix tracks every click someone makes so then they use that data to craft hit shows. Data is so valuable.
  • One of the panelists, a photographer, met a hotel owner, stayed in touch, sent messages back and forth which led to a life-changing gig photographing a luxury hotel in Costa Rica
  • Making money and helping others aren’t mutually exclusive
  • A creative filmmaker took a gig out of grad school shooting commercials for Wal-Mart and while he wasn’t thrilled at the opportunity it turned out to help his career and he made the best of it.

Rethinking Brand, Marketing, and Advertising for Startups

Every now and then you meet a presenter who makes you want to bow down and say “I’m not worthy.” Barry Enderwick really understands branding and impressed me with his passion for transforming companies. 

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  • A brand is everything a company does and how the world perceives the company
  • Every company has a brand
  • It’s shaped by news, employees, scandals, products, etc
  • Brand Promise is the problem that a brand solves for a customer
    • Netflix 2001 brand promise: Best Way to Rent DVDs
      • This is too transactional. Makes them seem like just a vending machine.
      • Later revised brand promise to: Movie Enjoyment Made Easy
    • Brand Attributes: tone of voice, persona
      • Instead of “customer service phone lines open 24/7” they phrase it “Call us anytime”
    • Brand Story: how the brand came to be, what problem the founder wanted to fix
    • Netflix used to require customers to call to cancel subscriptions but that was a hassle for customers and employees so they switched to an unheard of at the time, 2 clicks to cancel model online. This led to increased customer satisfaction and customers more likely to return.
    • Brand Advertising: No call to action
      • Nike Just Do It
      • Can be expensive, requires existing brand awareness
    • Create a customer survey to better learn about what your customers want
    • Netflix partnered with DVD manufacturers and put a free trial sticker on DVD boxes and gave DVD manufacturers a cut of the profits.
    • InstantPot sent their product to bloggers, optimized their Amazon listing, and chose to focus on grassroots influencer marketing
    • Diesel’s brand is about letting people express themselves so they opened a pop up shop in New York City with a knock off Deisel brand.
    • Do not talk about your competition in your marketing materials. Why would you give them free advertising or exposure?

The Start Up’s Voice + Find It or Drop It 

Alaina from Women in Digital spoke about her career journey, Cement Marketing and Women in Digital. IMG_0090.jpg

  • Don’t create the same content as competitors

How to Create Marketing Partnerships That Grow Your Business

This session was after lunch but trust me when I say nobody was dozing off in the audience. The panel of local business rockstars was very knowledgeable and open to speaking about their marketing partnerships. Claire Coder of Aunt Flow struck me with how she’s only 21, is incredibly extroverted, talks up the brands she works with and is killin’ it. #GoalsIMG_0096.jpg

  • A marketing partnership could mean samples, trials, etc. It doesn’t have to be an exchange of money.
  • It does have to be mutually beneficial and elevate both brands
  • Approach big corporations with a shower of love and appreciation for them. They don’t need you, you need them.
  • Aunt Flow partnered with Ask Pattie (a company that certified auto dealers as being female friendly) because they are similar businesses, like-minded “Give your bathroom a tuneup!”
  • You can find marketing partnerships all around you, with the people you meet. Just ask them and message them.
  • Big companies like working with smaller companies because they have passionate followers and trustworthiness.
  • Come to the table with a specific ask. Do not say “Do you want to collaborate?” Do the work if you’re asking and propose an idea with a specific set of dates.
  • Be careful of politically charged partnerships (Ex. If you work with Planned Parenthood, then Catholic churches might not work with you in the future.)
  • Have a dedicated contact person at the company you’re working with. If shit hits the fan, who you gonna call? Ghostbusters?

Marketing Without A Lot of Money  (My favorite session!)

This session was packed! Man, this guy is the real deal. He knows how to break through the clutter and stand out. I love presentations that tell stories rather than rattle off statistics next to stock photos. He was honest, real, and friggin’ human.  My biggest takeaway from his talk: Don’t be a turd. (I loved how he looked to the audience and was like “Some of you are turds. I know it, but like don’t be. Sometimes I’m a turd, yeah, but I try really hard to not be a turd.”)

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  • To stand out at SXSW, his emerging marketing agency handed out scrolls, not business cards. It was an ice breaker, memorable and made follow up calls easier “We’re the guys with the scrolls.” Budget: $135    Don’t steal his idea. No seriously. 
  • To advertise an Homage clearance sale, they held a carnival where people could spin a wheel to win a prize. They started out knowing they wanted to do something with a carnival and spinning a wheel and decided Facebook Live would be the best medium for this idea. They told their fans in advance and then on the specified day, every hour on the hour, they did Facebook Live, spinning a giant wheel, giving out prizes to commenters and having inside jokes. They just used just an iPhone on a tripod. Budget: $400
    • Message before the medium. Who’s the audience? What’s their language?
    • What freebies can you offer?
    • How can you lighten up?
    • What can I do to listen to my customers?
    • How can I gamify my services?
    • People want to win something and they like free stuff.
  • To move Hot Chicken Takeover from a takeout window in Old Towne East to the North Market they needed to keep it authentic and please their loyal fans. They chose to hand make everything, like hand painting the menus, using pallets on the walls, chalk board signs etc. Budget: $610
  • Listen to your customers, store managers, people on the ground floor. They know best.
  • Show your personality in Instagram Stories
  • Barter for your services. You can do marketing for a lawyer to pay for your legal fees
  • Send handwritten thank you notes  (amen!)
  • Join the chamber of commerce

What the top CMO’s have to say about Marketing

I learn best when I hear from people who are on the ground doing marketing. This was a panel of CMOs from big local companies. They didn’t say a whole lot that I found to be earth shattering. Yeah, I know that data is important and voice is an upcoming trend. 

  • You can’t fix what you can’t measure

Vlog like a Boss: How to Create Video that Gets Attention 

Man, this was not her first rodeo. Amy Landino was an experienced presenter who knew how to keep the crowd awake and listening. I’d heard her speak before at a Columbus Young Professionals event and again was struck by how much of a boss she is. She’s good at what she does. 

  • Make videos of frequently asked questions. People like customer-service style videos that will help them.
  • Your video will last on Instagram, Facebook, and Twitter for about 24 hours but will be on YouTube for years.
  • Video making process
    • Idea, research, outline
    • Film
    • Edit
    • Upload and optimize
    • Make a custom thumbnail
  • When doing a tutorial or vlogging, show the end result first. This adds trust and keeps the viewer watching.
  • At 8 sec, people decide to keep watching or leave
  • Keep their eyes moving, use B Roll, text on screen, different angles
  • End your video with one CTA that you say out loud
  • Don’t link to YouTube videos on Facebook. The platforms don’t like each other and don’t want traffic leaving their site. If you need to share your YouTube video also on Facebook, natively upload a different and shorter video to Facebook.
  • Talking head videos don’t work on Facebook. Not engaging to people scrolling thru news feed