To Market We Go | Is It A Beautiful Day?

 

Keeping Up With The Kids

Facebook is the largest social platform right now with 1.9 billion users - many of whom are in their golden years. The social giant is hoping that Grandma and Grandma will start using their new feature, Day, to stay in the know about what is going on in their precious snowflakes' eventful lives.

What Is Day?

On March 10th Facebook launched Messenger Day. In a nutshell, Day is a carbon copy of Snapchat. It operates within the Messenger app, allowing users to add video and pictures and filters that automatically delete after 24 hours. Sound familiar?

What's Going To Happen?

Time will tell if older generations will buy into this or even care. I personally think it will be easier for them to navigate rather than getting a Snapchat account and figuring out how to use that. But analysts are saying that people tend not to use Day because they use the Messenger app for chatting with one another and don't think to use the new feature or quickly discard it if they have given it a try.

The Takeaway

It is an attempt by the giant to get into Snap's game. It is another tool we can use in our obsession to overshare every detail of our lives. I'd love to hear your thoughts on it!

Image Credit: Pixaby

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To Market We Go | My Irish Eyes Are Smiling

 

Success

Another running event - the Redondo St. Patrick's Day 5K - is under my belt and it was a win! Race registrations were up 18% from last year! Holla!!!

Challenge Accepted

Mike Ward, owner of the Village Runner, challenged me to replicate for his race what I did for the Manhattan Beach 10K...get more race registrations. 

Another Easy Sell

Just like the #mb10k this 5K was an easy sell. A seaside course with loads of fun offered before, during and after the event that also benefited a worthy group - the Redondo Beach Educational Foundation.

The only issue was that the race had no identity of it's own, specifically in the form of a website. It was a lonely page on the Village Runner site. I gave it a voice and created a website that was most-importantly scaled for mobile. I populated it with fun race imagery and created an atmosphere of celebration and community, which is what this special race is all about for my hometown of Redondo Beach.

Social Strategy

Then came the fun part for me...spinning the #stpats5k story on social media. It had a thriving Facebook page already, but there was no Twitter or Instagram set up. Once these platforms were good to go, I began to pump out the fun imagery: green beer, rainbows, leprechauns, shamrocks, oh my!

Once again, Facebook ads were my go-to to publicize the race. They were precisely targeted and delivered the message of FOMO - meaning folks who saw the ads experienced the good ol' Fear Of Missing Out and quickly registered!

It Is Not Rocket Science

The race needed the following:

  • a new website
  • a digital footprint
  • a digital ad campaign
  • a blog/email newsletter
  • a content strategy

And once these were all underway, the registrations rolled in!

Dial the digits if you need help amplifying your event 310.748.9128

Image Credit: Me


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To Market We Go | #stpats5k

 

#stpats5k

The Redondo St. Patrick's Day 5K is happening this Sunday! I've been head down working on the digital marketing strategy for it and some nice results are taking place. I'll be doing a post-race recap next week.

Teaser - What's Working

  • Facebook Ads
  • Email Newsletter
  • Social media postings
  • Relationship building on social media
  • New website that is scaled to mobile

Register Today!

If you are in the South Bay area and looking for a fun and family-friendly event, you can register here until Thursday at midnight or in-person at Village Runner, Redondo Beach.

I appreciate your support!

I can help amplify your event 310.748.9128

Image Credit: SCS Photoworks


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To Market We Go | The Latest YouTube Sensation

 

Me

Totally joking! Last week, I went out of my comfort zone and filmed myself on Facebook Live. Thanks to all of you who were kind enough to watch and give a thumbs up and positive comments. It was a nice ego boost for sure!

How I Did It

I hired a film crew, a makeup artist and lighting specialist. Nah, just stacked up some books on my desk and put my iPhone on top of them and pressed the record button. Super glam!

I did do a couple practice runs filming just with the phone so I made sure my eyeballs were looking in the right direction and I didn't look like a total dweeb. I also didn't have anything written out - just had an idea in my head of what I wanted to say and went with it so I'd sound more natural.

What I Learned:

  • That I can do it
  • It wasn't as nerve wracking as I thought it would be
  • It was good to get it done in the morning so I didn't have to fret about it all day
  • The thought of doing it weekly scares me
  • That I need a content strategy to help me
  • Practicing what you preach is hard
  • Putting yourself out there is freeing

The Takeaway

What I've been telling you about video is really true. People tend to watch video more than reading an article. 

That 46 second video reached 400 people and had 401 views, 16 likes and 6 comments. 

My newsletter I posted the next day reached 101 people, 4 likes and 1 comment.

I strongly encourage you to give video a try. There are lots of avenues to use: Facebook Live, Instagram Stories, Instagram Live, Snapchat, YouTube, etc. And you don't need a film crew to do it, just your little ol' self and your phone. I can't wait to watch what you do and pat you on the back afterwards!

If you need that push to put yourself out there, give me a ring 310.748.9128

Image Credit: YouTube


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To Market We Go | Foreword Films

 

Foreword Films

Last month I received an email from Connor Buss informing me that he had come across Taylor Digital Marketing on Instagram {the power of social media!!}. He explained that he, along with his brother and co-founder Andrew, had created a storytelling platform and independent production company aimed to create content and offer creative strategy to small businesses, start ups, and non-profits. He said they'd love to connect and talk about opportunities to work together as our business have similar missions.

I had an awesome chat with them about who they are and what their company does. They kindly offered to share my story about starting my new business on their website here.

Meet Andrew & Connor Buss

Now it is my turn to share their story with you!

In their own words:

"Our father gave us a camera to mess around with when we were 8 years old. Flash forward to today, and it’s all we’ve ever wanted to do.

We are brothers, best friends, and have always had a passion for two things: storytelling, and local business. So in the summer of 2012, we decided to merge those passions together to create a company that would satisfy both of those passions and give back to the communities that had given us everything.

Foreword Films aims to create content, branding and offer creative consulting for small businesses, start-ups and non-profits. By using the past, present and future as the element of the story, we’ve built out high level social media campaigns, created image archives and inventory, and produced some pretty cool films and videos along the way. Our work spans anywhere from web and digital media to high end video production and creative consulting, touching a lot of different elements in between. We’ve basically made ourselves out to be a progressive and innovative thinking one stop creative shop. Check out our website at www.forewordfilms.com to watch our story.

In the end, it’s all about capturing life and the experiences that occur within it in an organic and compelling way. We’re hoping to reacclimatize our audiences to the classic method of storytelling, stripped down of all the distractions that today’s “YouTube” generation has created. It all comes down to experiences for us. If we can present the experiences, the true stories, of our clients to an audience in an emotional, compelling and relatable way, then we’ve won. 

We’re fortunate to have discovered that life is simply a journey, a story waiting to be written, and we’re excited to create a career in doing so; living our passion, creating our dream. The pages are blank, the future is willing and able, your story is ready to be written. So let’s it write it together…"

Please check them out on social:

Image Credit: Foreword Films, INC.


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To Market We Go | MailChimp & Facebook Sittin' In A Tree...

 

...K-I-S-S-I-N-G 

Pretty big news happened last week. MailChimp and Facebook got "married" and had a baby - Facebook Ad Campaigns.

Check out the video here!

What This Means For You

Assuming you already use MailChimp for your email newsletters (if not, we better talk) you can now create Facebook ads inside MailChimp.

The best part - Facebook will find audiences that look similar to your most engaged customers (based off of info from your email list and integrating Facebook's data science models) and then generate a similar audience to market your ads to - they take the guess work of figuring out who to target off of your plate.  All of this takes place within the MailChimp interface so you never have to go into Facebook to create the ad. FYI, you have to spend at least $5 a day. 

Let me know if you've tried this and approve of this blessed union!

Image Credit: MailChimp


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To Market We Go | Dolla, Dolla Bills Y'all

 

Can You Spare A Dollar?

I'm continuing to talk about Facebook ads today because they are such a valuable tool for you to use with your business. Some ads can run for as little as a dollar a day {depending on your marketing objective}!

Case In Point

A close friend of mine has a Facebook business page for Music To Grieve To.  

He spent a dollar a day on an ad with the marketing objective being Engagement - getting more post engagements, Page likes, event responses or offer claims. His chosen objective was page likes. Guess what that dollar a day got him? 220 new Page likes in a week!!!! A percentage increase of 212.8%.

A mighty fine ROI if you ask me!

Side Note

If you are experiencing any sort of grief at the moment, check out his site here. There is scientific evidence that listening to sad music can help you heal. Now I know why Sarah McLachlan was my girl during an awful heartbreak :)

Let's chat if I can assist you with Facebook ads 310.748.9128

Image Credit: Music To Grieve To


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To Market We Go | Be A Thumb Stopper

 

Facebook Ads

I've written about them before here and here and today it is time to talk about them once again. Facebook's interface with Ads Manager - the place where you create ads for your business -  has become more user-friendly. Hooray! But I feel there is still so much more to learn.

Rolling In The Deep

I've been in deep with Facebook ads lately - specifically working on them for clients and trying to learn as much as I can about the best ways to use ads. 

A/B Testing

The image above is an ad I have been working on with Kyle Daniels Real Estate. We've done a lot of A/B testing. Initially we started with 2 similar images that had the same copy. We found that this image performed the best.

From there we did more tweaking: 

  • different audiences
  • different interests
  • different URLs 
  • different calls to action
  • different copy

Stop That Thumb

In a nutshell, we are trying to find the winning combination of an ad that is a thumb stopper (I heard this from a podcast - listen to it here)

What is a thumb stopper you may ask? It's a term that a clever person coined - meaning you've created an ad that stops people from scrolling through their Facebook feed.  If you've created an ad that gets them to stop scrolling and take a look at your ad, you have become a thumb stopper. That is our end goal, we want to create something that gets people's attention, makes them stop and look and that gets them to follow our call to action.

I can help you be a thumb stopper 310.748.9128

Image Credit: Kyle Daniels Real Estate


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To Market We Go | Seeing Green

 

When Irish Eyes Are Smiling

Last week I mentioned that I built a new website for the Redondo St. Patrick's Day 5K. Building this site felt like coming home after working on the Manhattan Beach 10K. I feel like I'm back in my wheelhouse and have a nice frame of reference to replicate the success of the 10K.

Frivolity

If you didn't have a chance to look at the St. Pat's site last week, I'd love if you'd check it out today, here! I don't know how St. Patrick's Day is celebrated in the Emerald Isle. But I have a sneaking suspicion that it's not as big of a hoopla as it is here in America. In our true American spirit of any excuse for a party, this race is all about having fun and celebrating with friends and family and getting downright silly.

It was a fun site to make because the imagery is all about advertising the celebration - the wearing o' the green, the shamrock headbands, the green tutus and rainbows painted on faces!

Register Today

I hope that if you live near the South Bay that you'd consider registering for it here. Thank you!

There are several reasons to say yes to it:

  • you can run it
  • you can walk it
  • the kids can participate in the dash
  • the scenery is beautiful
  • there's a costume contest
  • you won't feel guilty about eating green bagels
  • you can chug some green beer after
  • there's an after race party at Rock & Brews
  • a portion of registrations benefit the Redondo Beach Educational Foundation

The Taylor Clan will be down there participating in the revelry and cheering you on!

Call me if you'd like to chat about creating a website 310.748.9128

Image Credit: SCS Photoworks


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To Market We Go | Here's To A Kick A$$ 2017!

 

I'm Back!

2017 started out a little topsy turvy for me, with a nice little bout of bronchitis. But with some good ol' cough syrup with codeine I'm getting back in the game!

Good Stuff Is Coming

During December I was working my guts out on a new website. Check out the Redondo St. Patrick's Day 5K here. I'd be thrilled if you registered and helped a sister out!!!  If you are in town on Sunday, March 12, 2017 I'll cheer you on as you run or walk by. Thanks!

I've got more sites in the works and other fun projects that I will be writing about in the coming weeks.

There are so many ways that I can help your business grow in 2017! Call today so we can chat 310.748.9128

Image Credit: Austin Schmid via Unsplash


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To Market We Go | Mele Kalikimaka

 

Merry, Merry

As 2016 comes to a close, I'd like to wish all of you a very Merry Christmas! Thank you all for your support of Taylor Digital Marketing this year!

This will be my final newsletter for 2016

See Ya Next Year!

Image Credit: Tim Mossholder via Unsplash


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To Market We Go | Sweet Serenity Day Spa

 

Exciting News

I just completed a new website for a local South Bay business – Sweet Serenity Day Spa! I’d be thrilled if you’d give it a look here.

Meet Kim

Kim Smith has owned this gem in the Riviera Village of Redondo Beach for 12 years and has been in the business of beauty for 25 years. She is one of the sweetest people you will ever meet and offers a warm and welcoming oasis to take care of you from head to toe. I speak from experience, as I have become one of her loyal fans, enjoying many of the services she has to offer!

Gift Giving

If there’s someone in your life who needs a little extra pampering at this busy time of year, Sweet Serenity Day Spa is the answer. They offer gift certificates and special packages. From massages to facials and everything in between, Kim will help you look and feel your best!

If you're looking to raise the visibility of your business or if you'd just like to get started in the digital world, get in touch 310.748.9128 to set up a free consultation.

Image Credit: Sweet Serenity Day Spa


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To Market We Go | Veni, Vidi, Vici

 

Good Ol' Julius Caesar

He came, he saw, he conquered. 

I'd love to challenge you with the content you are producing and see you conquer videos. Videos are what people are looking at now on social. Think about what you are drawn to as you scroll through your news feed. I know I prefer watching something as opposed to reading a long content piece or looking at a photo.

I'm Not Good On Video

I know firsthand that filming yourself and putting it out there is no easy task. I wrote about my experience of taking a video of myself on Snapchat here. Remember, it doesn't have to be perfect. You don't need a film crew, makeup and pristine lighting. You need your phone and a Julius Caesar attitude. And if you don't want to take my word for it, read this article by Gary Vaynerchuk.

Numbers Don't Lie

Yesterday, I posted this video of Erik to his social pages.  Now look at the image for this newsletter. Do you see how many people he reached on his Facebook page - 972 with 330 views!! Pretty damn good, for something that took him minutes to shoot on his iPhone in our backyard. 

Practice, Practice, Practice

It took a lot of practice for Erik to be comfortable in front of the camera. When he first started he stumbled on his words, had a shaky hand from holding the phone up for so long and was often frustrated. But after putting in the time, he can now shoot a short video in a matter of minutes.

Let's See You

I'm looking forward to seeing your video content on Instagram Stories, Snapchat or Facebook Live. I'm watching YOU!

Hit me up if you'd like to chat more about video 310.748.9128

Image Credit: Erik Taylor


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To Market We Go | Local Yocal

shop-small-nov-26.jpg
 

We Survived

  • Thanksgiving
  • Black Friday (please tell me you did NOT camp out!)
  • Small Business Saturday
  • Cyber Monday

Are You Like Me?

Unfortunately, I did not participate in any of the deal days, mostly because I procrastinate and partly because I'm just not that organized in the bargain shopping department {except when it comes to Vons Just For U deals - I dominate here, DOMINATE}

Worthy

Out of the 3 aforementioned days, Small Business Saturday is the most worthy. I know small businesses don't offer the deep discounts and free shipping and returns like the big box stores do. Instead they offer so much more - excellent customer service, an owner who pours their heart and soul into it and an offering of carefully curated products that you can't find anywhere else.

YOU make a difference when you shop small and shop local. You are directly supporting a hard-working person's livelihood by putting food on their table, paying for their kid's tuition and keeping their dreams alive.

Today Is Wednesday

Even though you may be like me and missed Small Business Saturday, you can still shop small and shop local today.

Here Are A Few Of My Fave Local Yocals

Riviera Village

Manhattan Beach

South Bay

Image Credit: Downtown Manhattan Beach


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To Market We Go | With A Grateful Heart

 

Thankful for YOU

As we celebrate turkey day tomorrow I'd like to express my thanks to all of you! I appreciate all of the support, positive comments, and encouragement you have shown to me.

I am grateful to my family, friends and new people I have met along the way.

I am appreciative to those who have chosen me to help them with their business, those who have turned to me for advice and to those who have helped me learn. You are ALL amazing!

Enjoy

I truly hope that you enjoy your day tomorrow and stuff your bellies with lots of goodness. I wish for you a day filled with those you love, a nice walk after you eat and lots of fun enjoying your traditions.

Image Credit: Ruth Caron via Unsplash


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To Market We Go | The Bottom Line

 

All Good Things Must Come To An End

Today marks the end of a series of newsletters about the digital marketing for the Manhattan Beach 10K Run.

I hope you enjoyed reading about the process as much as I enjoyed doing the work.

Let's face it,  this event is an easy sell:

  • it takes place in a beautiful setting
  • the volunteers who make it happen are outstanding people
  • all proceeds go back to the community
  • it is entertaining and fun

But, it was lacking a voice to amplify all the wonderful things about it!

Taylor Digital Marketing Produced:

  • a new website
  • a digital footprint
  • a digital ad campaign
  • a blog/email newsletter
  • a content strategy

The Results Speak For Themselves

  • Registrations up 20%
  • Largest growth seen in both "18 - 24" and "25 - 34" demographics
  • Traditional Advertising cost down 50%
  • Total marketing spend down 10%
  • Website Visits from June through October: 29,000+
  • Mailing list sign ups: 538
  • Over 2,500 uses of hashtag #mb10k
  • Over 4,000 views of dedicated MB10k Snapchat filter
  • Read more details here
  • Testimonial from the Race Director

Call today for a free consultation about how Taylor Digital Marketing can help your business 310.748.9128

Image Credit: Molly Taylor


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To Market We Go | Opportunity Comes Knocking

 

Next Steps

Once I had built the digital footprint for the Manhattan Beach 10K and began populating the social platforms with content, people started paying attention.

All Eyes On The MB10K

Competitor Magazine reached out to the race and asked if they could write about the MB10K in their September issue. I emailed the writer, just to satisfy my own curiosity, and asked if he had ever written about us before. He had not but had noticed the new website and strong presence on social media. While we didn’t have a large amount written about us, it was still nice to be recognized and have a chance to be in it in the first place Pretty exciting in my estimation!

Soon after, I received word from the Los Angeles Kings. They have an annual 5K run/walk in September and they were interested in cross promoting with the MB10K. Next thing I knew I was on a conference call with their marketing department and the Vice President of the Kings Care Foundation discussing a plan of attack to promote both races. Never in my wildest dreams did I think this job would put me in contact with the Kings! This lead to me creating a media page for the MB10K website with branded images that have been used by them and others to cross promote with us.

My next surprise came when I was asked by the MB10K Race Director to speak in front of the Downtown Manhattan Beach Business & Professional Association about a cross promotion with the local retailers. Now if you know me at all, public speaking is not my thing, AT ALL! But I knew if I was to succeed in this new career, opportunities such as this could not be passed up by excuses of being shy and turning all shades of red when eyeballs are focused on me. More importantly, I saw it as an opportunity to show my daughters that you can face your fears and overcome them. Sure enough, that’s what I did. With another Race Committee member there to speak about the background of the race and introduce me, I was able to tell the business owners about an opportunity to cross promote with us.

These cross promoting opportunities absolutely had a huge impact in getting more registrations for the race. But what also helped immensely was our newsletter and Facebook advertising strategies.

Newsletter

During the time that I took over the digital marketing in the spring until race day, their email list grew to over 500 new emails. There’s a pop-up that comes up to those new to the website inviting them to sign up for the newsletter and with every email I sent out there was an opportunity for folks to sign up for it as it was shared out to social media.

MailChimp is the service I use for email newsletters. It is affordable and has attractive templates to choose from. As each newsletter went out, registrations increased. People were actually reading them and using them as a reminder to sign-up.

The newsletters also acted as a way for the race to bring value to our participants - giving them tips about how to train for the 10K, giving them reasons why they should run this race, featuring human-interest stories and focusing on the latest running gear - all things that they’d be interested in. It is a fantastic way to disseminate information in an economical way to a large audience.

Facebook Ads

I started sprinkling in Facebook ads as race registration opened. Every single time an ad ran, registrations spiked. While the MB10K had spent huge amounts of money on traditional print ads in the past, they were now spending WAY LESS and reaching very large numbers of people on the digital front. Not only did the ads run on Facebook, they were simultaneously running on Instagram. Each ad was targeted towards a specific group or groups. Sometimes I targeted one gender, I played around with various age groups, and focused on very specific interests and geographical locations. As the race drew nearer, more ads went out and registrations increased.

If you have any time to spare and have room in your budget for ads, I would highly recommend writing an email newsletter and running targeted Facebook ads. I don’t think you’ll be disappointed with the results.

Call today if you'd like help with your digital strategy 310.748.9128

Image Credit: Molly Taylor (Facebook ad for the MB10K)


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To Market We Go | The Meat Of A Digital Strategy

 

Today’s newsletter is about the digital strategy that was employed for the Manhattan Beach 10K Run and how I assisted in getting them back to their high registration numbers. To do this, they needed a kick a$$ plan and that is what I delivered!

Content Strategy

Beginning in June, at the onset of each month, I formulated a detailed content strategy. This is a great practice to get into the habit of doing yourself as it gives you a focus and clear direction for the month. It becomes your guide that you can always turn to and keeps you on the right path so you aren’t just dreaming up random content willy nilly.

Each content strategy included:

  • the intent/goal for the month
  • updating the website
  • email newsletter topics
  • social media content strategies
  • facebook ad strategies

Digital Footprint

In June, I started building the infrastructure for the digital footprint. The run already had Facebook and Instagram pages but they were lacking a Twitter page.

Facebook

They had over 1,300 followers but the page needed to be freshened up. I tidied it up and made sure it had the current logo, the 2016 race date and a new cover photo. Next, I updated the “About” section and added in all the important categories in that area which included an overview and detailed page information.Those seemingly steps brought new life to the page and followers started liking the new imagery immediately. I also began to follow all of the race sponsors as the page admin and began liking their content and commenting on it. Suddenly there was a human being behind the page making things happen and people were noticing.

Instagram

The page initially had 41 followers and one lonely post. Off to work I went and started editing the profile. Gave it the same logo as I used for Facebook, made sure the website address was correct, changed the bio to reflect the 2016 race date and announce that registration would open in July, and updated the email address. Once again, started following every single race sponsor, as many Manhattan Beach {and for that matter - South Bay} businesses, offices, restaurants, etc. as I possibly could. 

Twitter

The run did not have a Twitter page, so I created one. Can you guess what I did next? Yes...same logo for the profile picture as the other 2 platforms, a cool header photo, race date info., link to the new website. And what else? Started following all the usual suspects.

Method To My Madness

Do you see a pattern here? Yes! The 3 social platforms became a unified team as far as branding and reflecting all the pertinent information about the race. No longer could people say, “Well geez I couldn’t run the race because I didn’t know when it was.”

When registration opened in July, people immediately began to sign up for the race because they had been properly informed (via the website and social media) about the why, when and how.

Content, Content, Content

Once the infrastructure was built for the digital footprint, I began to populate the 3 platforms with content. And not just any content, it was purposeful (see content strategy above). It went from informing everyone about the newly designed website, to disseminating race information, to creating content that brought value to anyone who would be interested in participating in the race, to encouraging people to start using the hashtag - #mb10k.

While content was being spun, I made damn sure I was following, liking, and commenting on as many Manhattan Beach businesses as I could. If they saw that the MB10K was paying attention to their content, my hope was that they’d pay attention to ours and return the favor and ideally share it on their pages. And boy did it work! Followers started growing and our content began getting tons of likes, comments, shares, retweets and people were using #mb10k!!!

Cross Promotion

All of a sudden the Manhattan Beach Farmers Market and the Manhattan Beach Parks and Rec Department started following and interacting with the race. The farmers market reached out via Instagram and asked if we’d like to have a booth there this summer. We did and it was a great success where people stopped by and were rewarded with treats and incentives to register. In turn these 2 groups started cross promoting the race and we promoted their various events. It was a win win for all involved!

Free 90 Free

And by the way, having a Facebook business page, Instagram and Twitter pages are FREE!!! This is your opportunity to put your hat in the game and start having other people notice you. There's no Yellow Pages anymore my friends, it is the digital age and I hope for your sake you are on this train. No excuses!

Check in next week for more exciting happenings. Facebook ads and newsletters started creating a stir, and a big name sought out the run for cross promotion!

Dial the digits so I can help you with your digital strategy 310.748.9128

Image Credit: Molly Taylor


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To Market We Go | The Rebirth Of The #mb10k

 

Last week I wrote about how I landed the Manhattan Beach 10K Run job here.

What Next?

The next step involved meeting with the Race Director and a Race Committee member to discuss what they were hoping to accomplish with this year’s event. They informed me that their registration numbers had decreased for the last 2 years and that they were missing participants in the 18-40 year old market. Point blank they were looking to increase registrations for 2016. There is nothing better than a clear and relatively simple goal!

In May the Wall Street Journal published an article entitled: “How Millennials Ended The Running Boom”. The article discussed how millennials are now the largest population, surpassing baby boomers, and that they are looking for “experiences” in fitness classes rather than choosing to run a road race. Not good news for those in the running business.

Clear Cut Plan

I was confident that I could help the race get to where they wanted to be. After all, their “product” was an easy sell - a race in one of the toniest beach cities where all proceeds went directly back to the community, who wouldn't want to participate?!

I knew the run needed a modern website that was mobile friendly, they needed to plant a firm digital footprint, and they needed to decrease their budget on traditional print advertising in local papers. I put together a Scope Of Work and Proposal that outlined their challenges and how I could best serve them to get more folks to sign up

Simply Put, They Needed:

  • a new website
  • a digital footprint
  • an email newsletter
  • a content strategy
  • a digital advertising strategy

The first task was to get the new website up and running. Once I had accomplished this, it felt like the race had a rebirth, it was hip and in sync with 2016! Hooray!

It immediately started doing its job of:

  • informing people of the race date
  • collecting new emails that enticed people to stay in the know for registration opening
  • building excitement about why people should run the race
  • letting them know all the other important info.

Check-in next week for more about the meat of it all, the digital strategy! Yes, you need a website in this day and age, but if you don't do anything to drive people to it, there's no reason for it to exist.

Give me a call if you'd like help with your digital marketing 310.748.9128

Image Credit: Manhattan Beach 10K Run


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Case Study: Manhattan Beach 10k

Client Challenge

  • Registrations in the core 18-40 market had been declining.
  • Marketing had focused on print media with little attention given to digital channels
  • The previous website at http://mb10k.com/ did not reflect the excitement and energy associated with the race.
  • Aside from a Facebook page there was no cohesive digital footprint or use of popular platforms such as Instagram, Twitter or Snapchat.

Digital Strategy

  • Use email, social media and social ads to drive awareness of the race with the target 18 to 40 demographic.
  • Create excitement around and desire to register for the race.
  • Make it easy for people to get the information they need about the race.

Infrastructure

  • Website: http://mb10k.com

    • Deliverable:  Design and build a modern mobile-ready website that is easy to update, captures email addresses and acts as a central information hub
      • Move to http://squarespace.com platform
      • Replicate existing content but reorganize and make it easier to navigate
      • Utilize past race photography and imagery to update look and feel
      • Implementation of SumoMe email collection software
  • Email Newsletter

    • Deliverable: Design and build a modern mobile-ready newsletter that integrates with the website.
      • Manage migration from Constant Contact to Mailchimp
      • Design Newsletter template
      • Integrate with website
  • Digital Footprint Build

    • Deliverable: Create and format new & existing social media accounts, integrate with website using cohesive color palette and styling
      • Facebook / Twitter / Instagram / Snapchat
      • Imagery - consolidate iconography across footprint
      • Define 160 character description

Content Strategy

  • Plan & Execute Content Strategy

    • Deliverables: Drive sign ups to MB10k mailing list, encourage readers to reach out to younger audience, inform list of registration dates and pricing.
      • Create content strategy
      • Create production schedule
      • Create email newsletters
      • Create blog posts
      • Create social media posts
      • Respond to social interactions

Social Advertising Strategy

  • Plan & Execute Facebook Advertising

  • Deliverable: Manage Facebook Advertising program
    • Create Ad strategy
    • Create Ad copy including appropriate imagery
    • Create appropriate custom audiences within Facebook
    • Tweak Ad copy and imagery to improve Ad performance

Results

  • Registrations up 20%
  • Largest growth seen in both "18 - 24" and "25 - 34" demographics
  • Traditional Advertising cost down 50%
  • Total marketing spend down 10%
  • Website Visits from June through October: 29,000+
  • Mailing list sign ups: 538
  • Over 2,500 uses of hashtag #mb10k
  • Over 4,000 views of dedicated MB10k Snapchat filter

Testimonial from Rachel Judson, Race Director

We closed out registration with 600 more participants this year than last. That is over approximately $20,000 more in revenue vs. 2015 that we can donate back to the community.
Read more...

Contact Molly

If you're looking to raise the visibility of your business or if you'd just like to get started in the digital world, get in touch using the form below to set up a free consultation.

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