Archive for the ‘PMA Blogroll’ Category
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.
Brands Like Target and Sony Could Suffer From New Google Instant
“T” is for Target, but also for competitor TJ Maxx and “S” is for Sony and Samsung–so who gets the first search impression?
Even though Google Instant was just rolled out this week, we’ve already been inundated with the benefits and potential pitfalls of the new search engine results system. If you haven’t tried it yet, Google now allows users to perform a search query and receive organic and paid results without finishing the remaining keystrokes and hitting enter. 
The benefit to users as Google announced is time and keystrokes saved; some 350 million hours per year or two to five seconds per search. Some see an issue with this time saving measure as cannibalizing Google’s coveted paid search model.
In essence, Google is attempting to predict your query starting with the very first letter. Sounds great—but what about big brands like Target and Sony who spend millions of dollars on Google Adwords campaigns—does Target show up first or TJ Maxx? Sony or Samsung? Could be either one depending on your browser history or geography.
Many predict that impressions will certainly go up, but will click thru’s decline? Not surprisingly, according to Adwords head, Jon Diorio, the answer is no: “It could be a 5% increase or a 5% decrease in average impressions, but it should not change the amount of money advertisers make.”
And what about user experience—humans naturally resist change and is this the best time to introduce this technology in light of Bing and Yahoo’s alliance beginning to take full flight? “It’s like power-steering in a car; once you get used to it, you won’t be able to search without it,” said Google Search VP Marissa Mayer, adding that it’s a fundamental shift in search technology and “a step into the future of search.”
Especially interesting timing since according to Bloomberg, “Yahoo! Inc.’s search engine gained U.S. market share last month (August) as leader Google Inc. lost ground, according to ComScore Inc.”
Google has yet to make a major mistake—at least in the general public’s eye. Those in the know realize they failed miserably with Google Buzz and the ill planned Google Wave, but this change effects their core base of users and potentially their biggest advertisers. As always, time will tell.
Yellow Page Advertising Fails Again
Just received a very interesting email marketing blast from YP.com or Yellow Pages which was addressed to one of our clients’ email address that is only used on our end for specific account sign-ups—not this one.
This email managed to get my attention for two reasons: 1. They thanked us for signing up—we did not. 2. The gross failure of this email’s message to connect to the reader even if we had signed up–further evidencing Yellow Page’s lost roll in the digital age of marketing.
Let the dissection begin. 
“Thank you for joining the clever, growing droves of YP.com devotees and for signing up for our most excellent email missives.”
Droves? Devotees? Really? Did Bill and Ted come up with the “most excellent” part? And since we’re targeting the masses, let’s toss in the word “missives.” Yes, it is a word, as I also had to look it up—nothing like connecting with your target audience at the most basic level.
“We look forward to charming you with holiday features, travel ideas, contests, deals, how-tos, where-tos, go-tos and other fresh local interests — all bundled into our convenient monthly newsletters.”
Charming me? Did I ask to be charmed? And what exactly are “where-tos and go-tos?” Another first and a made up word this time.
The big wrap up: “To help us out, we hope you’ll take this op to review your profile details — so we can more keenly direct our charms, of course”
Ok, now I’ve got to do something for you because you don’t know your demographic and I have to fill you in—oh, I see.
“We hope you’ll take this op.” Op. How hip. And another made up word. I suppose they just couldn’t find it in themselves to spell out “opportunity.”
And what an opportunity this is, I can’t wait for them to more keenly direct their charms.
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 have had a marked impact on their clients’ overall exposure to their target market.
Marketing Posts
Please feel free to browse the subcategories to the left under “marketing posts” for some great information on all facets of traditional marketing, online marketing and public relations.
All comments are responded to within 24 hrs, if you have a more pressing issue please email at anytime.
Additionally, if you’re curious about your website’s overall performance in terms of search engine rankings or its ability to be used as a sales tool and convert web traffic into customers, then please take advantage of our free website report.