Archive for the ‘PMA Blogroll’ Category
Phoenix Top Doc Featured on FOX 10
Client, Dr. John Bass, Board Certified Plastic Surgeon and recently named a Phoenix Magazine “Top Doc” was recently featured on the evening edition of FOX 10′s news show as an expert source. Dr. Bass eloquently explained how plastic surgery really has no age restrictions and as long as a person in in good health, they are a good candidate.
Dr. Bass has served the Phoenix community for 20+ years and has engaged Phoenix Marketing Associates to execute monthly PR activities, social media campaigns, online marketing and search engine optimization efforts with outstanding results.
Using Coupons in Social Media and The Power of Suggestion
Our social media specialists are at it again! In this example, we demonstrate how we use coupons to incentivize Facebook “likes” through Twitter in this example of our Salt Lake City based client, Thaifoon Taste of Asia.
The interaction on Twitter begins when our social media specialist spots this Tweet:
@brianKlepper: Eating hot food on a hot day is not such a hot idea. 10:40am, Jul 19 from Plume
Knowing that our client, Thaifoon – Taste of Asia, offers a variety of salads, our social media specialist selects one that sounds particularly yummy and responds to @brianKlepper by Tweeting:
@thaifoonutah: @brianklepper You need this! AHI TUNA SALAD- ahi w/ greens, carrots, tomatoes, red peppers, cilantro, ginger, miso-ginger vinaigrette. 10:49am, Jul 19 from HootSuite
This enticing description of the Ahi Tuna Salad catches brianklepper’s eye, so he Tweets back
@brianKlepper: @thaifoonutah sounds nice, refreshing and light for a summer day. Thanks! 10:56am, Jul 19 from Plume
Sensing an opportunity, our social media specialist takes it a step further. She knows that Phoenix Marketing Associates has developed a “like-only” campaign for Thaifoon which involved designing this graphic to increase Facebook likes:
The graphic appears to people who go to Thaifoon’s Facebook page but are not yet fans of the page. Once they click “like”, they get this coupon:
Since brianKlepper has already shown interest in one of Thaifoon’s dishes, our social media specialist decides to try to entice him to come in to try the salad she mentioned earlier by offering him an incentive.
thaifoonutah Jul 19, 12:24pm via HootSuite
@brianKlepper You bet! If you want free lettuce wraps & a $10 off coupon, “like” our FB pg then scroll to see coupon! http://ow.ly/5IncW
This is a win-win for our client and for brianKlepper. Our client has had an opportunity to build rapport with a potential customer and has gained a new Facebook fan. brianKlepper has been introduced to new a new restaurant that offers a dish that sounds appealing, gotten a coupon for free lettuce wraps and can even print out a coupon for an additional $10 off his visit!
Ah, the power of social media!
Restaurant Marketing Results with Real Time Twitter Campaign
The following details real time Twitter conversations between followers and our social media specialists:
The FourSquare Intervention
“The FourSquare Intervention” is a move that can be made when someone on our Twitter feed checks in on FourSquare. It starts something like this:
TIR_Prez: I’m at Subway (818 W Broadway Rd, Priest Dr, Tempe) http://4sq.com/nofEz1
We notice that TIR_Prez is checking in at a restaurant—there’s only one way for our client, Sami’s Gyros, to deal with this misstep by TIR_Prez:
samisgyros: @tir_prez Ah, man, you should have come to @samisgyros and gotten one of these! http://ow.ly/i/dY5o
Noting that TIR_Prez had checked in at Subway, we counter with an irresistible photo of Sami’s Chicago Original Cheeseburger. As we suspected, TIR_Prez falls victim to our prey and responds:
TIR_Prez: @samisgyros Chicago favorites?! Enough said 
5:24pm, Jul 06 from Twitter for iPhone
To further entice the already interested TIR_Prez, we offer another mouthwatering picture of something on the menu we guess he might like:
samisgyros: @tir_prez How’s this look for a Chicago Favorite? http://ow.ly/i/e0o1 9:32am, Jul 07 from HootSuite
This hooks TIR_Pres. His craving now uncontrollable, he asks:
TIR_Prez: @samisgyros where r u guys located? 12:23pm, Jul 07 from Twitter for iPhone
We’ve got him!
samisgyros: @tir_prez Does this help? http://ow.ly/5z9Z3 12:30pm, Jul 07 from HootSuite
Having posted a link to Sami’s Gyros site that shows an aerial shot of the location, TIR_Pres now has lunch plans:
TIR_Prez: @samisgyros very much lol I have 2 quick appts then i am gonna stop by and eat 12:32pm, Jul 07 from Twitter for iPhone
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The Recommendation
“The Recommendation” is made possible by the fact that Phoenix Marketing Associates’ social media experts are on the job, monitoring our clients’ accounts, during the whole work day.
“The Recommendation” starts when one of our social media experts notices that someone on our Twitter feeds has Tweeted about looking for a product or service that one of our clients offers:
RielDeal: Hey #glutenfree friends: know a dinner meeting spot that is reasonable &near Scottsdale. Hv 2 find a place. first though nourish…others? 3:54pm, Jul 06 from Web
Because we have a client near Scottsdale who offers a great gluten free menu, we quickly reply with an invitation and a link to our client’s website:
trystcafe: @rieldeal Have you checked out our menu? Lots of amazing gluten free dishes & a charming setting! Would love 2 welcome u! http://ow.ly/5yZL0 9:37am, Jul 07 from HootSuite
This turns out to be a great connection because RielDeal has heard of our client, Tryst Café, but is not yet a regular customer:
RielDeal: @trystcafe Yes! I haven’t had the chance to stop in yet. For the meeting we are looking for something a bit south of where you are. TY! 9:48am, Jul 07 from Web
Unfortunatley, ReilDeal puts up a bit of a road block by mentioning that she was looking for something in a different area, but our social media expert tries to entice RealDeal by mentioning some particularly intriguing dishes that our client offers:
trystcafe: @rieldeal Well, darn. Hopefully we’ll see you soon anyway! Try our GF NATURALLY RAISED GRILLED CHICKEN, BEEF BURGER, PORTOBELLO & more! 12:12pm, Jul 07 from HootSuite
This suggestion is enough to change RielDeal’s mind!
RielDeal: @trystcafe yumm! ok friends, who wants do to #glutenfree meal (lunch or dinner)? it’s a bit north for me, but hear worth it! 12:25pm, Jul 07 from Web
Not only is RielDeal’s mind changed, but she now states that she “[hears it’s] worth it!” She is now setting up her meal with her friends with our client as her number one choice:
@cesargamez @hiBrie @JessicaOnAWire @theGr8Alex what about @trystcafe? it is on tatum just south of deer valley rd!
Her friends are happy that RielDeal has found a place for them and respond:
JessicaOnAWire 12:56pm via Twitter for Android
@hiBrie @RielDeal @cesargamez @theGr8Alex @trystcafe lets do it!
theGr8Alex 1:00pm via TweetDeck
@JessicaOnAWire @hiBrie @RielDeal @cesargamez @trystcafe see you then!
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Tryst Cafe in Phoenix, AZ had its grand opening in November, 2010, featuring a delicious breakfast, lunch and dinner menu, as well as a wide variety of sumptuous wines and spirits. http://trystcafe.com
Sami’s Gyros features Mediterranean cuisine and Chicago favorites right here in Phoenix, AZ. Their delectable menu features fresh cooked, healthy items, including specialty sauces they make in-house. http://www.samisgyros.net/
Twitter Marketing for Restaurants Mini-Case Study: Sami’s Gyros Real Time Results
Below is a screen shot example of our social media specialist, Amy Kundinger at work on the Sami’s Gyros campaign. By examining from the bottom-up, you’ll see the power of Twitter’s real time interaction at play on June 29, 2011. That morning, Amy tweeted out a typical lunch special from Sami’s Gyros which detailed the offering and directed followers to Sami’s Facebook account where they would see an image of the special. We use this technique a lot as you have the opportunity to expose the Twitter follower to your Facebook page as well and potentially gain a page like out of it.
Twitter follower “dimajanation” inquires about the special, Amy responds by elaborating on the special, demonstrating intimate knowledge of Sami’s menu, and “dimajanation” responds back with “awesome” since his question was answered.
That afternoon, “dimajanation” responds back, thanks us for the information and reaffirms that he did indeed visit Sami’s Gyros and had a fantastic guest experience.
PMA and our team of social media specialists follow a very structured program when managing social media campaigns for our clients which allows for regular posting to Facebook, several daily tweets on Twitter, real-time monitoring of mentions and proactive social engagement with followers. We take the time to truly understand your brand so we can effectively communicate your brand promise within the space of social media.
Sami’s Gyro’s is located at: 1158 W Washington St # 106, Tempe, AZ 85281
Phoenix Marketing Associates Represents Three Clients at ALS Arizona’s Bite Nite 2011 Charity Event
Phoenix Marketing Associates represents Bite Nite Champion, Ling and Louie’s, Phoenix Plastic Surgeon Dr. John Bass and performs social media management for the ALS Association of Arizona.
Engaged three months ago to participate on the ALS Arizona Bite Nite committee, Jason Jantzen, President of Phoenix Marketing Associates and staff were also asked to perform the social media management duties for the ALS Association leading up to Bite Nite 2011.
The event featured five of the Valley’s top restaurants including client, Ling and Louie’s Asian Bar and Grill, 5th and Wine, Cien Agaves, Wildfish Seafood Grill and Humble Pie. All restaurants were required to provide the 400+ attendees with an appetizer, entrée, drink and dessert which were to be voted on and a champion determined. At the end of the evening, Ling and Louie’s took home the title belt.
It was a great event for Ling and Louie’s having received several radio and print spots leading up to the event in addition to the championship belt.
Additionally, we got our “Top Doc 2011” client engaged in the event as well as he agreed to donate a $3,450 Botox Bonanza item to the live auction with all proceeds benefitting the ALS Association. Dr. Bass also received some great exposure in the form of social media marketing leading up to Bite Nite, signage at the event and a nice admission into the evening’s program.
For all three clients, our firm aided in the overall promotion of the event through traditional PR, securing a TV spot on ABC 15’s Sonoran Living as well as an extensive social media campaign.
For details on the event please visit http://www.bitenite.org
Tryst Cafe TV Spot Procured by Phoenix Marketing Associates
Recently, Tryst Cafe, a very popular North Phoenix restaurant was featured on FOX 10′s am morning show as a result of PMA’s first media push for Tryst. Featuring owner, Lisa Khnanisho and Chef Daniel, they artfully prepared one of their signature dishes: the Grilled Chicken and Goat Cheese Salad.
Tryst Cafe has received quite a bit of local media attention as of late including a feature in the New Times and an upcoming spread in Phoenix Magazine. Tryst Cafe features fresh, organic and natural fare all set in an upbeat, casual atmosphere. Tryst Cafe has hit a real sweet spot in tapping into Phoenix’s thriving foodie community, much through the social media campaign management efforts of PMA.
Facebook Campaign for Phoenix Restaurant Client Yogurtology Results in Dramatic Increase in LIKES – Mini Case Study
The social media campaign was based on implementing what’s called, “like only” content whereas visitors to the Yogurtology fan page who had not previously “liked” the page were first welcomed with an opportunity to LIKE the page in exchange for a “sweet deal” on Yogurtology frozen yogurt.
Social Media Restaurant Marketing with Twitter Delivers – Mini Case Study
Leverage is Key to Effective Social Media Marketing
When developing a social media presence, it’s important to put together a well thought out content creation strategy which will provide a road map for your social media campaign. Having your content strategy in place will allow you to pump out relevant and interesting content which we all know is important…but why? The answer is LEVERAGE.
Those who are most successful at marketing businesses on Twitter, Facebook, LinkedIn or Foursquare truly understand the power of leverage and how important it is to build up your following. Having a large Twitter following or base of fans on Facebook is great, but it’s the content you put out there that will allow you to leverage your social media presence. Why? Because relevant and interesting content is much more likely to be “re-tweeted” on Twitter or shared on personal Facebook walls. What this means is that you now are not only posting and exposing your brand to your base of followers, but you have now leveraged the followers of that person who just shared your content.
For example, if your company only has a few hundred followers on Twitter, but you post an interesting tweet with a link back to your website which is re-tweeted by someone with several thousand followers, then your content and link to your site is potentially now in front of thousands of people. The more targeted followers you have, the greater the likelihood that this example of leverage will be actualized.
Let’s say you have a company Facebook account where you post savory pictures of your best restaurant dishes, you again have the ability to utilize leverage. This happens anytime someone “likes” your post, comments on it or at best, shares it on their wall. Now, people who may have never even heard of your business or brand are exposed to your product on their Facebook wall–if they like it, they may choose to share with their friends–and so it grows virally.
Foursquare is another great example of leverage at work. When someone checks-in to your location, they have the ability to either share with their Twitter base or with their Facebook friends. That post would say, “Tom just checked into your location” with a link that maps it out–this message is then shared and again to a completely new base of social media users who may have never been exposed to your brand.
Social Media Poll Shows Great User Insight
Great table below from Harris Interactive showing the amount of time typically spent on social media websites like facebook, twitter and blogs per week. Interesting to note that even the 55+ demo demonstrates a good percentage (79%) of at least some social media usage.
What I believe this table also demonstrates for those who use social media to communicate a message for their business or to drive targeted traffic to landing pages, is that it is it can be very difficult to do so given the amount of time the typical person spends on social media sites. This table shows the amount of time in aggregate users spent on social media with dozens and dozens of sites to take into account. Meaning that for any one time that you blast out your message through twitter, facebook, etc….the odds of the message or link being caught by your target audience’s eye are slim.
Let’s use Twitter for example, and say your target audience are 35-44 y.o. Their largest percentage of time spent on a social media site (and this doesn’t necessarily mean Twitter) is at less than one hour or 20%, the second highest is at six to ten hours per week or 13%. 
For argument’s sake, let’s say that the second statistic is actually the max at 10 hours per week and at 20% of all 35-44 y.o.’s. This would mean that the typical 35-44 y.o. is on one of dozens of social media sites 1.4 hours per day–and not necessarily all at one time or even on Twitter–plus that’s only 20% of your target audience! This translates into the fact that you’ve got to have your bases covered and you should also not be afraid to promote more even if that’s not the popular “social media philosophy.”
The above dovetail’s into my personal philosophy on Twitter and mind you, the numbers are not based on fact just a highly educated assumption and experience.
Let’s say that you’ve got 1,000 Twitter followers and you blast out a targeted message with a link at 1p.m. At any given time, maybe 10% or 100 of your 1,000 followers are on twitter at that exact moment–and I believe that to be generous. Of those 10%, they may be following a couple of thousand people, so perhaps 10% of them or 10 followers even saw your tweet as it scrolled through the dozens on their screen. Of those remaining 10, you’d be lucky if 10% or 1 person took action. In essence, you’re shooting at a moving target which represents 0.1% of your Twitter following.
Now, brace yourself, because the following runs counter to what most “guru’s” preach: Don’t be afraid to post your non-social or promotional message several times throughout the day and grow the heck out of your geo-targeted following–this will only increase your odds of hitting your target audience.
Believe me, one of our core principles is “keep the social in social media,” however I don’t buy the notion of letting your Twitter following grow organically or that a little promotion makes you a digital pariah. I do understand that it is a social medium, but let’s face it, if you’re a company and you’re using social media just to be chummy with the locals, then you’re wasting your time and whatever percentage of budget you have allocated. Deep down you know you also want to drive traffic, build buzz for new products, and make money.
Jason Jantzen is President of Phoenix Marketing Associates and a skilled marketer whose experience in growing small businesses is based on real world experience and proven, repeatable strategies. His company uses an integrated approach to online marketing by implementing Search Engine Optimization, Website Content Creation, PR and Social Media campaigns which has had a marked impact on his clients’ overall exposure to their target market.