Tuesday, June 30, 2015

SFIMA's Next Educational Event: From Startup to Stardom – How Brownie Brittle Engaged Fans to Bootstrap Its Way to Success


From Startup to Stardom –
How Brownie Brittle Engaged Fans to Bootstrap Its Way to Success

You’ll get a taste of success the moment you sink your teeth into Brownie Brittle’s startup-to-stardom story. Literally!  Because Nancy Eichler, Brownie Brittle’s Vice President, Global Digital and Social, will be serving up these decadent treats while sharing the ups and downs of this company’s rise to fame. 

  •   July 09, 2015 6:30 PM - 8:30 PM
  •   Networking: 6:30 - 7:30 p.m.     Presentation: 7:30 - 8:30 p.m.

Antique Car Museum, 1527 Sw 1st Ave, Fort Lauderdale, FL 33315 
(Near the intersection of SW 1st Ave and SW 16th St.) 

  • Members: Free
  • Non-Members: $39
  • Walk-up Registration: $49

Presentation Details:

Whether you’re a seasoned digital professional or just getting started, you’ll enjoy hearing about South Florida’s own Brownie Brittle, the hottest new snack to hit store shelves.  With no budget, plenty of bills and even more competition, Brownie Brittle used digital media to tilt the scales in favor of this local start-up, making it one of the fastest growing companies in Florida and one of the fastest growing snacks globally. 
Through varying online engagement techniques, Brownie Brittle amassed over 300,000 Facebook fans, over 23,000 Twitter followers and over 6,600 Instagram followers in just a few years – a “Brittle Nation” that has propelled the company’s success.
Join Nancy Eichler to learn her tips and tricks for achieving the impossible through digital no matter your budget constraints. And even sweeter, come for the snacks!

About the speaker:

Nancy Eichler

Nancy Eichler, a 25-year marketing veteran, was recently named one of “South Florida’s Most Influential Business Women of 2015” by theSouth Florida Business Journal.  She was the first official Brownie Brittle employee and now serves as Vice President, Global Digital and Social, leading all digital marketing initiatives for the company.  Nancy also heads up Brownie Brittle’s many philanthropic efforts, including their partnerships with Cookies for Kids’ Cancer, Miami Children’s Hospital, and Palm Beach County Food Bank, among others. 
Prior to Brownie Brittle, Nancy worked at AOL, where she oversaw the management of more than $250M in advertising revenue during their digital reign from 1996 to 2005.  Her client list included Target, Best Buy, Barnes & Noble, eBay, 1800flowers.com, NASCAR, NFL and the NBA. 

About Brownie Brittle
Brownie Brittle was the brainchild of Sheila G. Mains. “Sheila G” baked her way into the hearts of millions with her brownies, which were first carried at Disney’s theme parks starting in 1994. Sheila G invented Brownie Brittle, crisp, rich, indulgent gourmet brownie edges, because of her own love of those corner brownie pieces. 
Brownie Brittle was introduced to the world in its current packaging in January 2011 and hit its first store shelf in April 2011 in Macy’s Herald Square in New York. The product is now available in tens of thousands of stores nationwide, and in numerous countries including China, South Korea, Canada, the Caribbean, Australia and New Zealand. It has won multiple national awards. Brownie Brittle LLC was named the 2nd fastest growing company in Florida in 2013 by the South Florida Business Journal, due to its 4,100% growth.

Thursday, April 09, 2015

SFIMA Summit #StartupMarketingConf Live Blog: Hana Abaza Expert Session: How to 10x Your Content Team's Productivity

Keep your process as simple as possible. Don't let it slow you down. 

  • Have meetings 
  • Make time for planning
Re-Purpose Content
  • Video to Audio
  • Roundups
  • Slides / Infographics

In order to determine how effective everything you are doing is, it must be measured.

Content Tools:

Generating Ideas Tools
  • BuzzSumo
  • Feedly
  • Buffer - suggestions tab
Image Creation Tools
  • Pablo by Buffer
  • Canva
  • Giphy
Headlines Tools
  • Hubspot Blog Topic Generator
  • TitleCapitalization.com
Writing and Editing Tools
  • Cliche Finder
  • HemingwayApp
  • Grammarly
Process & Productivity Tools
  • Editorial Calendar Google Spreadsheet
  • Kapost
  • CoSchedule
  • Trello
Distribution Tools Tools
  • Buffer
  • MailChimp
Leads/Subscribers Tools
  • Unbounce
  • Uberflip
  • SumoMe
  • Hello Bar
  • Bounce Exchange
Measurement Tools
  • BuzzSumo
  • Uberflip Content Score
  • SomoMe Content Analytics
  • Moz
  • Google Analytics
Find Hana's presentation at: hub.uberflip.com

SFIMA Summit #StartupMarketingConf Live Blog: Forrest Dombrow - Expert Session: Your Viral Voice: How to Create Conversations that Convert to Sales

The holy grail of products is something that consumers HAVE to tell their friends about it.

The incidence of Acceptance for average products is less than 2%, for a product like Halo, it is 35%.

Viral Videos vs. Viral Products

Viral videos are watched all day long, but they aren't necessarily generating sales.

Overcoming challenges if you sell something boring, don't have control over the product you are promoting, or don't sell a product but offer services.

Think of the whole business, not just one aspect of it, that includes everything like customer service, and even keeping your store clean.

You sell using conversations.

All forms of language are part of the conversation.

  • How you answer the phone
  • How you dress
  • Al are parts of the conversation
How do you create a viral conversation?

Why do people refer things to others? Answering this question #1 driver of all referral behavior is to look good. If you don't think you'll look good, you probably won't refer to others.


Must have all four aspects to get a referral:

  • Novelty - no one refers Facebook anymore. 
         - Fresh Novelty
         - Contextual Novelty (Uber)
  • Utility - must be useful to the person you are referring to.
  • Dependability - we won't refer to anyone if we aren't sure it is going to perform the way it is expected. It may not be based on actual dependability by perception.
  • Economy - not always about money, could be convenience or like-ability factor
When you reach 315% that is the viral tipping point.

6 Buckets of Tools
1. Listen
2. Map.
3. Create
4. Broadcast
5. Amplify
6. Rekindle

SFIMA Summit #StartupMarketingConf Live Blog: Andjelika Martin - Expert Session: Mobile Marketing: Unlocking Your Company’s Full Growth Potential

Is mobile marketing the future? Or is it the past? Andjelika says mobile started with the telegram!

What is Mobile Marketing?

  • SMS (Text Message Campaigns)
  • Online Advertising
  • E-Mail
  • Website
  • Social Media

What Makes Mobile Marketing Different?

  • Speed
  • Mind Set (have to be "in the now")
Fast turn around time on marketing is made possible because of mobile. 

  • Last minute deals
  • Weather influenced selling

What Makes Mobile Marketing Different?

  • 82% of smartphone users notice a mobile ad
  • 49% make a purchase based on a mobile ad

  • You can never do too much research
  • Know Your Customer Better than You Know Yourself
  • Optimize every outlet for mobile
  • Write copy as you would a telegram or headline
  • Create clean images with distinct contrast
  • Be read to respond quickly

SFIMA Summit #StartupMarketingConf Live Blog: Sundeep Kapur - Expert Session: Seek, Ask, & Serve: Using Digital to Drive 360 Engagement

SFIMA welcomes Sundeep back to the summit again. If you have never heard him speak, you are missing out on an informative and engaging presentation.

Sundeep has over 1700 articles on his EmailYogi Blog. In today's presentation, he is telling stories from his blog and his experience with his clients.

Connect with your consumers. Personalization is not adding a customer's name into a greeting. It is learning preferences. Learn what they like so that you can serve them better.

Creating a Consumer Journeys

When you write to drive sales or engagement, think about writing your copy from different perspectives. This will help prevent your message from being too sales-focused.

Three Tips on Measuring ROI

  • Engagement 
  • Reduced Cost 
  • Increased Revenue

Fundamentals of Digital Engagement

1. Find new consumers
2. Better on-boarding, know them better 2 way
3. Get fans to promote
4. ROI
5. Train employees

Three Things to Avoid
1. Not Engaging
2. Talking about ourselves
3. Being overly promotional

Key Takeaways:
1. where are your consumers?
2. How do you get your consumers to connect digitally?
2. Do you know what they want?
4. Can you build a consumer journey?
5. Can you make it interesting?
6. Is it responsive?

Tuesday, April 07, 2015

Letter from SFIMA's President About this week's SFIMA Summit


This year, we decided to give the SFIMA Summit a reboot. While the theme has changed, it is just as relevant for our group as it ever has been.

Startups are hot in South Florida. They start lean and mean, and have growth and success top of mind. For Startups in nearly all business industries, marketing education is relevant and perhaps dire. We have top industry speakers on search marketing, growth hacking, social media and more. If you work for a traditional business and do not know how your competitors are conducting their marketing, you have a strategic disadvantage. Taxi companies did not see Uber coming; market disruption can happen at any point for your industry.

This SFIMA event is one that can help keep you on the cutting edge and give you the marketing fundamentals for thinking outside of the box.

If you are a current SFIMA Member the pricing is great! $149.00 for the day. If your membership has lapsed, the $249.00 rate for the day includes a 6 month membership ($150.00 value):

I hope you can join us for a great day of education and networking.

Check out all of the amazing speakers and content here:

Peter Leshaw
SFIMA President 2014-2015
South Florida Internet Marketing Association

Miniaci Performing Arts Center
Nova Southeastern University
3100 Ray Ferraro Jr. Blvd.
Davie, Florida 33314
(Campus on 3200 S. University Dr.)
(Metered Garage Parking)

This day-long event will explore the search and social  marketing mix:

Wednesday, April 01, 2015

The SFIMA Summit is Coming April 9th!

SFIMA is teaming up with the StartupMarketingConference for this year's annual SFIMA Summit. This will be an all day learning event on April 9th and Nova Southeastern University's Davie Campus.

Register Today! SFIMA Members SAVE $100 with coupon code: SFIMAMember


Ft. Lauderdale, FL -  April 9, 2015
Nova Southeastern University, Fort-Lauderdale-Davie 33314-7796 


Aaron Kahlow, Founder and CEO Online Marketing Institute

Cassandra Clark, Social Media Manager, Discover

Zack Onisko, Head of Growth and Marketing, Creative Market (Autodesk)

Neville Mehhora, Author, Keynote Speaker at nevblog.com/AppSumo

  • 3 World-Class Keynotes from industry thought leaders, award winning authors, and big-brand innovation teams.   
  • 8 interactive sessions on the most cost effective ways to drive substantial growth for your company covering best practices, new trends in digital and lean marketing, and growth hacking.
  • Growth Hacking Tactics for 2015: Hands-on workshop for startups and data-driven marketers
  • Unparalleled networking opportunities with serial entrepreneurs, lean marketing mentors, growth hackers, investors,and professionals.

See the agenda and more details.

Recap of SFIMA's March Educational Event: Using Data, Personalization and Metrics to Develop Lifetime Customers

In March, we had Lars Peterson from Sitecore come speak to us about using data and adding personalization and metrics to develop lifetime customers. It was definitely an insightful presentation! Here are a few highlights that were live-tweeted during the event.


Always tune into Twitter and search #SFIMA during our events to connect with attendees and see live Tweets, stats and insights.

Wednesday, March 04, 2015

SFIMA's Next Educational Event: Using Data, Personalization and Metrics to Develop Lifetime Customers

Using Data, Personalization and Metrics to Develop Lifetime Customers

Thursday, March 12 2015


6:30pm-7:30pm:Networking - 7:30pm-8:30pm:Presentation


300 Gulf Stream Way
Dania Beach , FL 33304
Directions I-95 Griffin Rd-East (just south of the Fort Lauderdale airport)


Member Registration


$39 ($49 At door)

Receive a free copy of speaker Lars Peterson's book when you register for next weeks event. But hurry only the first 50 to register!
Also, be sure to join us for the official SFIMA after-party networking which will take place at Islamorada Fish Company adjacent to the AGFA Fishing Hall of Fame Museum. (Not more than a two minute walk.

Using Data, Personalization and Metrics to Develop Lifetime Customers
Successful marketers must be innovative in their use of data, personalization and metrics to win loyal customers. If you’re like many marketing professionals, unsure of the best strategy and which move to make first, this session is for you.
The next 50 people to register for the event will receive a free copy of speaker Lars Peterson's book Connect: How to Use Data and Experience Marketing to Create Lifetime Customers.  Sign up now and pick up your copy at the event!
Join SFIMA’s March Event on Customer Loyalty Fun Fact: Nurturing relationships with existing customers often costs less and yields higher ROI than inquiring new customers.
Learn from Lars Birkholm Petersen, co-author of Connect, how to join the ranks of the winners who are clearly jumping ahead using data to create meaningful customer experiences. Petersen will discuss the new paradigm – Experience Marketing –and offer tips on how to connect with customers across their different touch points, using technology and data to personalize the experience so it becomes relevant, engaging and humanized.
This session will include a “live” case study featuring a local South Florida company and details of the successes of other companies – all designed to provide you with information you can integrate into your marketing strategy the next morning. You’ll leave one step closer to creating relevant experiences that will help your company win customers for a lifetime. 
Why Attend
   Optimize long term marketing strategy by creating loyal customer base
   Gain specific takeaways from case studies
   Explore new areas for revenue
   Optimize your marketing budget for enhanced RO
Speaker Bio:

Lars Birkholm Petersen

/uploadedImages/Events/Events_HTML/sfima mar15_Lars Petersen_sm.pngLars Birkholm Petersen, co-author of Connect, is a senior strategist committed to helping organizations adapt to customer needs by providing strategy and guidance for creating connected customer experiences using innovative technology. Lars has many years’ experience with strategy, marketing, digital analytics and optimization. Today Lars manages the Sitecore Business Optimization Services (SBOS) Global team of consultants. SBOS helps customers own the experience across the different channels their customers use.
Company Info 
Sitecore is the global leader in customer experience management. The company delivers highly relevant content and personalized digital experiences that delight audiences, build loyalty, and drive revenue. With the Sitecore® Experience Platform™, marketers can own the experience of every customer and prospect who engages with their brand, across every channel.

The 2015 SFIMA Summit will be on April 9th at Nova Southeastern University in Davie, and is focused on Start-Ups. Tickets for the 2015 SFIMA Summit are now on sale for $270; purchase tickets and receive more information about the 2015 SFIMA Summit at www.startupmarketingconf.com.

Tuesday, February 17, 2015

Connecting the Unconnected with the ‘Internet of Everything’

Thursday’s SFIMA meeting was presented by Joanne Bethlahmy, and was aimed at unlocking the value of connecting everything.

The meeting kicked off with Joanne’s experience at the Consumer Electronics Show in Vegas earlier in January. CES had over 900 exhibitors, with leading brands in all industries, which demonstrated the latest innovation in consumer electronics.

The connection between the internet and society has evolved with time, from a basic foundation of what the internet does (connects people with information through email and search), to the potential of what the internet could provide (connecting the unconnected through a completely digitized world).

The innovation behind the ‘Internet of Everything’ opens doors of opportunity for marketers and innovators. Think of the potential a brand could have if they knew exactly what their ideal customer looked like, where they lived, when they purchased, how often, etc.

Joanne explained that the ‘Internet of Everything’ proposed that every unconnected item could unlock new valuable data through its new sources, which would result in a data trail of who the customer is and the purchase cycle they take.

She explained that the development of the IoE is to focus on the unconnected assets; such as: building, lighting, equipment, shelving, signage, and more. By giving a building the ability to be ‘smart’ you could effectively manage energy consumption, increase productivity, reduce the costs of goods, and improve the customer experience.

We can see the IoE taking over every industry, and the examples that Joanne had given were retail, hospitality, farming, factories, financial services, and healthcare.

The four takeaways from the IoE SFIMA event were:
  1. Customer Insight: Who, What, Where, When, Why, and How they will use your product/service
  2.  Marketing Effectiveness: Focus content and ROI in the physical world
  3. Product/Service Performance: Target anything you can measure with a device
  4. New Products/Service: Ideas from usage that are easy to measure.

In order for the future to become brighter, things must change and marketers must evolve. Are you ready to evolve? If you were unable to attend Thursday’s SFIMA event for the Internet of Everything by Joanne Bethlahmy, SFIMA offers her presentation here.

The next SFIMA event will be Thursday, March 12th at the IGFA Fishing Hall of Fame. March’s SFIMA event will focus on how to use data to develop lifetime customers.

SFIMA Events are free for members and $39 for non-members, if you are interested in becoming a SFIMA Member learn more here.

The 2015 SFIMA Summit will be on April 9th at Nova Southeastern University in Davie, and is focused on Start-Ups. Tickets for the 2015 SFIMA Summit are now on sale for $270; purchase tickets and receive more information about the 2015 SFIMA Summit at www.startupmarketingconf.com

Tuesday, January 20, 2015

Fresh Year, Fresh Event. SFIMA’s First Event of 2015

Kicking of the New Year, SFIMA decided they wanted to give their members a fresh, new start with a unique event. Rather than the regular interactive marketing event where a presenter speaks on their knowledge in a specific marketing vertical, we at SFIMA decided to shake things up.

What if there was an interactive marketing event, where everyone actually interacted? This was the blueprint of January’s Peer-to-Peer event hosted by SFIMA. The Peer-to-Peer event focused on trends to watch in 2015 and allowed for every SFIMA member and board member to speak.

The layout of the room allowed for all SFIMA members to face each other and the projector screen, for the entire event. Every member gave a brief introduction of who they were, what they did, and the company they worked for. After everyone was acquainted, our SFIMA President Peter Leshaw introduced the night’s moderators, Joe Laratro and Tracy Antol.

Joe explained that the objective of tonight’s SFIMA event was to allow members to give ideas and insight on their current marketing strategies. The projector gave the members a guideline on which area of marketing we were covering and example Q & A that the group may be interested in.

And so it started! From the mobile bid wars in Q4 of PPC, to the new transparency requirements enforced by Google, the SFIMA members asked questions and responded.
  • What’s your agency’s favorite social measurement tool?
  • What is the best content marketing strategy for this vertical?
Thoughts bounced off the walls as South Florida’s best digital marketing innovators spoke.  

The event was a success, and when members were asked if they enjoyed the Peer-to-Peer setup as opposed to the regular presentation, it was a unanimous vote.

If you were not able to attend SFIMA’s January Peer-to-Peer event, don’t be discouraged; there is a SFIMA networking event the second Thursday of every month.

The Internet of Things” is the topic of February’s event that will be at the Museum of Art in downtown Fort Lauderdale.

Tickets to the SFIMA Summit will be going on sale at the end of January and becoming a SFIMA member can help you save on summit tickets. The SFIMA Summit will be held at Nova Southeastern University in Davie, FL and will be an all-day digital marketing conference, focusing specifically on start-ups. Learn more about the SFIMA summit here.