By Joy A. Kennelly
I thought I'd aggregate (gather together) my own content here to showcase how I've utilized social media (blogging & other social networking sites in addition to the top three - Twitter, Facebook & Linkedin), Search Engine Optimized press releases, and event marketing to promote previous clients.
Here's one of my favorite client case studies: The Shore Restaurant and Lounge
We worked together for over a year in an effort to raise their visibility in the community as a nice place to dine and host events, build a positive reputation before their appearance in front of the Hermosa Beach City Council regarding the Shore's Conditional Use Permit, and increase business overall.
We accomplished all these goals and more using social media, event marketing and media outreach.
This is an example of one of the many blog posts I wrote of the marketing events I also created, produced and promoted for The Shore. This SEO press release was written to promote a fundraiser for Surfrider Foundation held at The Shore which also introduced the community to their acclaimed Chef David Linville's California comfort cuisine.
Here's the press release and blog post which was sent to all the local media with a request for coverage before the event happened: South Bay Professional Connection (SBPC)
Announces June 25 Surfrider Benefit at The Shore with TVLand's She's
Got
the Look, Melissa Todd, hosting
Then, once the event was over, I wrote this SEO press release/blog to wrap up the event complete with photos and sent this out to the media and attendees as well: SBPC's Surfrider Benefit/Tasting Party at The
Shore hosted by She's Got the Look Finalist, Melissa Todd
As a result of this promotion, we received a 1/2 page article in the Los
Angeles Business Journal (valued at $8,000 in advertising) using pictures I took & submitted to them. The LABJ has a subscriber base of over 25,000 business professionals and is very popular.
We also received coverage in the Los Angeles Business Journal for another event I produced at The Shore for the hospitality industry. We called it the Hospitality Appreciation night highlighted here on my Fan Page which I hope you'll consider joining if you're interested in learning tips and tricks of social media strategy: Social Media Strategist, Joy A. Kennelly, small media sampling
This Hospitality Appreciation event was a lot of fun to create and produce. We had a great mix of Owners, General Managers, Sales Directors,
Concierges, Catering Directors, Event Directors, Executive Assistants, and Airline personnel attend as a result of our extensive outreach. Everyone who came really connected on a personal, yet professional level and it helped build an audience that would send The Shore travel business too.
Here's the wrap-up blog coverage of that event: Recent South Bay Professional Connection
Hospitality Appreciation Evening
One of our most successful fundraisers we hosted at The Shore was for the Muscular Dystrophy Association and was called an Executive Lock-up. The MDA organizers "kidnapped" influential people in the community and asked them to spend a day raising money for this wonderful cause. We donated the space and food to attendees for four hours while they called people for donations.
As a result of The Shore's great service & food the executives and local influential residents enjoyed during their time with us, we helped MDA raise over $50,000, the most they'd ever raised at any Lock-up event prior. For many attending, this was their first and only experience at The Shore and it was very positive on many levels.
For this event, I took the press release the MDA had written and sent it out to my media list and also blogged about the event which you can read here: Today was a great day! Over 30k raised for
Jerry's Kids! and also here: Muscular Dystrophy Association Fundraiser raised over 45k!
The value of blogging about the promotions you produce is you control the story, you are able to highlight more people, volunteers and organizations involved than the average newspaper story pictorially and in writing which is great customer relations because it promotes good will and satisfaction for weeks after.
And if done properly, whatever is written about remains in Google searches for months afterward, unlike print which is set aside once read and has a shorter shelf life whereas the internet lives on.
What I've also found is once your press release is live whether it be on my blog, or sent out via the wire, many times a blogger will pick it up and use my info as I've written it with very minor changes as shown here on this blogger's site, Traveling Articles: Chef David Linville of The Shore Restaurant and Lounge in Hermosa Beach, CA begins Wine & Cheese Tastings
It's almost word-for-word what I originally wrote.:)
Here's my blog coverage of one of our more successful Wine & Cheese Tastings we did for UCLA Alumni Association combined with the story of Chef David Linville's appearance as a Celebrity Chef at the Los Angeles Magazine Food Event '08: UCLA Wine & Cheese & The Shore's Chef
David Linville @ Los Angeles Magazine Food Event '08
I also used free press release distribution sites like Star Chefs as shown here during a promotion of Chef David Linville's involvement in the Grand Food & Wine Affair in Texas to further our reach in this market.
I worked with Chef David apart from The Shore and promoted him in numerous Food & Wine Festivals around the country to build a platform for his cookbook we were working on together. The Grand Food & Wine Affair was one of our favorites.
But I digress.
There are numerous other free and paid press release distribution sites which help you get the word out, but you need to be judicious in using them because you don't just want your press release to be the only thing coming up when people are searching on the web for you or your product.
It's best to have a variety of information and that's only achieved when it's picked up by other sources. That said, if your client, your company or your product isn't especially newsworthy, or you don't feel you'll receive much press, a blog is an absolutely wonderful way to promote yourself and raise your visibility if done properly.
Another social media tool I have used frequently with clients is the social networking site, Meetup, which according to their official site, "helps groups of people with shared interests plan
meetings and form offline clubs in local communities around the world."
Or as I know it, it's a social networking site for adults seeking fun things to do together and runs the gambit. I've been involved in this site professionally and personally for many years quite successfully.
We built the Elite Singles by The Sea Meetup group for The Shore to highlight events and music we were offering as a way to reach singles in and outside the South Bay. Although not always reflected in the attendance numbers you'll see on events listed there since many people don't rsvp, just show up, this was a very successful way to brand The Shore as a place for singles to enjoy spending time dining and socializing in Hermosa Beach.
Here's the link with all the activities which they continue to utilize to this day: Elite
Singles by The Shore
What I like about Meetup is that there's a low monthly entry fee to become an organizer, you're instantly connected to an entire demographic interested in what you're promoting, and it's a way to have an interactive, visible presence outside the normal social media, web site, trade or organization channel people might normally use to promote something.
You can also cross-promote events with other Meetup organizers which I did very successfully on numerous occasions. As in all social media environments, you must have a name, a quality reputation, and not spam people you're trying to reach. Quality, not quantity in your outreach is key. Then you can share whatever you want because people will trust you and what you have to offer.
Because I was part of Meetup for so long prior to promoting The Shore I had relationships I was able to bring to the table that other restaurants who tried to emulate what we were doing failed to do because they didn't understand Meetup's social culture or have relationships already established.
We gained 100 members within five months and as I mentioned, this group continues to this day even though we're no longer working together.
I have other social media examples on my Facebook Fan Page which I will attempt to highlight later on. That's all for now. I think I've given you enough to read and learn from my Shore case study for today.
Enjoy!