Digital presentation final

1. lets take a look at us and them

2. what we do we do well?offers and promo emailsbrand level websites

3. what we do we do well?pub level facebook pages

4. what can be better?brand level facebook pagespub level websites

5. what can be better?jukebox and use of screens

6. what’s good next door?varsity barsv-card iPhone app

7. what’s good next door?revolution in-house tv and music systemrevolution tone-of-voice and personality

8. digital marketing plan

9. tone of voicea brand’s personality online is crucial in connecting with the right demographicsome brands get it hugely wrong and at the detriment of their campaign, while others make a brand purely on its TOVwe currently have no defined tone of voice, or appear rather corporate. this is not a great situation for someone operating in the leisure industry

10. tone of voice

11. tone of voice

12. and what about our tone of voice?missoula’s stag brand identity is perfect for providing a personality to the brand - name - style of chat - back-story

13. revolution tone of voice

14. scream tone of voicemirror the target marketsocial media is an expression of our brand, and as such should be familiar with our targetdisplay the personality traits of the brand without being a news-reader being ‘street’……is scream a ‘door to door salesman’? …or ‘suave and sophisticated’?…or is scream the kind of brand that isn’t afraid to swear a little and upset Justin Bieber fans?cost: coming from focus groupsroi: high (sets the brand tone)time: days to implement, longer to perfect

15. social media

16. twittertwitter is broadcastingdescribed by some as above the line interactionperfect for setting tone of voice at brand level, not pub level“twitter is the equivalent of giving boring people loudspeakers” – Ben Eltoncost: low (can be managed internally)roi: low (sets the brand tone)time: daily management

17. facebooknarrowcastingvsvery-narrowcasting brand page is a community of fans

18. venue page is a community of friendsboth are very different, but must carry the same tone of voice

19. facebookbrand pagecurrent problems include: - repetition - lack of interaction - perception of preaching - no network to pub level pages - corporate tone of voiceon the plus side: - large fan base - in stagnant growth

20. facebookbrand page refresher must adopt a suitable TOV

21. encourage more interaction with venue pages and other social media

22. be controversial – we are all adults right?how can we achieve this? develop guidelines for content

23. appoint new management team and change it fairly regularly to avoid stagnation and encourage competition

24. drive traffic via other sourcescost: at current standardsroi: should grow, difficult to measuretime: daily management

25. facebookvenue page refresher create a guideline of examples what can be said and not be said

26. appoint a unit ‘social network manager’ and train on how to use

27. ensure continuity of brand pages and tone of voice

28. be even more controversial

29. ensure marketing/management team is admin cost: time onlyroi: huge potentialtime: daily management

30. facebooktabs, apps and interaction facebook now allows apps hosted on own sites to be used within facebook (HTML5)

31. drive traffic for competitions allowing data harvesting

32. asos had 500,000 entries in 48 hours via appcost: £4000roi: market driventime: two months

33. facebookfacebook deals and check-ina number of venues currently offer the ability to check-in via facebook:this shows up in news feeds of facebook and was viewable by 800 friends.

34. facebookfacebook deals and check-inhowever, other than offering some info and a link to the venue level facebook page, there is currently no real reason for people to check-in and provide this great word of mouth advertising…but in February this year, that all changed when facebook launched facebook deals on our shoreslets allow mrzuckerberg’s mates explain:

36. facebookfacebook deals and check-inthis is creating some fantastic business for its early adopters such as Alton Towers, Mazda and o2

37. facebook dealshow would it benefit us?we could utilize some, or all of the deals at various sites to different effect:individual dealcould offer exclusive offers that would run alongside the current loyalty card:“mike watson checked in at the dry dock and received two bottles of budweiser for only £4”“mike watson checked in at the dry dock and has received a free upgrade to shoestring fries”or they could be used to encourage people to stay in a venue for longer, or return at quiet times:“mike watson checked in at the dry dock and can claim a free corkys shot after 7pm”

38. facebook dealsfriend dealcould encourage people to invite their mates along to achieve a specific deal. this increases footfall and sales:“mike watson checked in at the dry dock with five friends and received a free round of corky’s with his first drink”“mike watson checked in at the dry dock with five friends and has VIP Line Passes for his next visit”loyalty dealcould be used to encourage people to visit multiple sites in a single city“mike watson checked in four times at missoula doncaster and can claim a free budweiserat flares doncaster”

39. facebook dealsbenefits, action plan and costsvery new technology so would recommend trial with early adopter markets such as student friendly venues in big citiesalthough the actual deals are free, the hit to GP cpuld be offset by supplier funding in exchange for the same advertisingdeals would need to be trained to staffcost: £zero to implimentroi: unknown, market driventime: immediately

41. seeding

42. seeding aggregators we currently use some seeding sites such as moneysavingexpert.com and vouchercodes.co.uk (managed by CE)where next?- groupon is now valued higher than facebooklivingsocial was recently bought out by amazon

43. virgin deals is to launch this summerseeding aggregators how does it work? we set the deal

44. i.e. two burgers for a fiver RRP £9.90

45. we offer the deal to aggregator

46. at £4 a deal, they take £1

47. they submit the deal to the members

48. “two burgers for a fiver, save 50%”

49. deal is only active after required number are sold

50. i.e. 1000 must be sold allowing guaranteed ROI for both parties.seeding aggregators looks like this:deal value >discount and saving >expiry of deal availability >number sold >if deal is on/more buyers >social network integration >

51. seeding aggregators further benefits: like all vouchers, a percentage remain unused. (estimated to be 12% by some seeding sites)

52. the seeding sites will email their entire customer base with said offer (around 5 million in UK for groupon) giving instant brand exposure

53. every time someone buys a deal, it appears in their social network feeds “mike just bought a daily deal for Missoula Manchester and saved 50%”cost: low (deal dependent)roi: high (deal dependent)time: submitted instantly

55. yellow card appproduction of digital yellow card appmirroring the success of the varsity v-card, the yellow card would be a fantastic tool as an appsimply copying would: generate income for the business when people are sat at home on the sofa

56. be able to send ‘push notifications’ to the users device informing of deals

57. allow users to find nearby bars and give full directions and details to them

58. provide a platform to allow supplier advertising, generating more income from the brands

59. harvest vast quantities of data for use in email campagins etc. yellow card appenhancing the app with new featuresadding facebook and twitter integration would allow simple access to feeds. this would encourage traffic to deals/pages as discussedability to provided ratings and feedback instantly when in venue, providing us with the most accurate feedback of alloffer a qr reader for special print mediacost: £12,000roi: dependent on salestime: must before sept

60. other loyalty card appediting the yellow card apprebranding and redistributing the same app under the missoula, flares or any other brand name would allow us to offer similar features across all brandsas the app would already exist, the costs associated with this would be minimal yet still offer the same advantagescost: £3,000roi: dependent on salestime: app dependent

61. qr codesabout to explode in uk advertisingqr codes are customizable pictures that can be read by any smartphonedata embedded in the picture tells the device to perform a specific action - go to website - send email - view a picture - run a formthis gives us many opportunities dependingon where we place them

62. qr codesexamplesjapan and the usa are seen to be the world leaders in this technology, although pepsi has launched them in the ukthe pepsi cans took uk drinkers to a special pepsi website where they could download exclusive content for their phones. Over 3 million hits to the website in 120 days.hooters restaurant uses qr codes for providing the nutritional information on their menu. this keeps the menu looking clean and aesthetically pleasing, while being socially responsible

63. qr codessuggested uses in our businessthe qr codes can be used in multiple ways across our sites;menus- like hooters, we could easily provide a link to nutritional information direct from the menu we could provide a link to a feedback form direct from the menu

64. qr codes can be used to enter exclusive online competitions from menus or flyerstraffic drivers- traditional print posters displaying a qr code could drive traffic to facebook, or to the app store. this will help spread the app- venue screens could also be utilized to display qr codes

65. in venue screens

66. screenssetting tone of voicescreens are very important in setting the tone of voice within a venue whether this be through music videos, promos or other displayI have had a large amount of feedback regarding kaleidovision – this is an area of digital development within the company I would like to explore further - music videos had its day? - screen and print the same? - cost? - managed vs free use?lets see how revolution do it:

67. revolution use of screens

68. the internet

69. internetonce upon a time website was king…now this is much less of a place of information in the leisure industrygoogleplacesit is important to manage a full list of google places as this is now often where people begin, and stop, their searchcost - £500roi – i can’t value this enough!

70. any questions?

Digital presentation final

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Digital presentation final