presented by tracey hopkins brainstorming sessions 03 taking advantage: creating competitive...
TRANSCRIPT
Taking Taking ADvantaADvanta
ge:ge: Creating Competitive Creating Competitive
ADvantage in the ADvantage in the MarketplaceMarketplace
Presented by Tracey Hopkins
Jumpstart Marketing
Include in Every Ad:
____________________________________________________________________________________________________________________________________________________________________________________________
Taking Advantage: The
Basics
____________ is the KEY to successful ad campaigns.
And now a word from our sponsor…
________________________________________________________________________________________________________________________
3 Elements in Print Ads:_____________________________________________
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
90% of the time
the sell copy or “body” of
the ad doesn’t get read. Focus
on the headline & subhead
ALWAYS Design Print Ads to include:
White Space, property logo, phone number, address, web
site address
“Never underestimate the
power of a well designed brochure! It’s the silent leasing consultant sitting in the passenger seat
with all the competitors.” tracey hopkins
Planning Your Collateral
• __________• __________• __________• __________• __________• __________• __________• __________• __________• __________• __________• __________
Large Floorplans Contact Information Fair Housing
Logo
Use a design firm to help you plan all of your pieces for the year with an easy reorder system. At the minimum each site needs:
2,500-5,000 Brochures
Letterheads / envelopes
Blank notes / envelopes
Business cards
Marketing cards
Types: Billboards, bus
shelters/benches, stadium displays, mall and airport signs, bus cards and Taxi tops
A Successful Outdoor ad
has:• __________• __________• __________• __________• __________
Use 6-8 Words
Outdoor ads are:80% less expensive than TV
60% less expensive than newspaper
50% less expensive than radio
Big & Simple Graphics
Avoid ALL CAPS
Vary Font Size
Readable Font
Visit www.oaaa.org or www.srds.com for more assistance.
Let’s Focus on Web Sites…
Elements of Successful Websites:
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
To Storyboard the Web Site, you are basically doing a
comic-strip type of presentation of how the site will look and
sound.
Put your URL on everything…Advertising Yellow PagesPrintBrochuresBusiness CardsCareer apparel and name tagsSignageVoice MailAnything that has your property name!
Your web address is your phone number for the next century-include it in everything
31 Ways in Which Advertising
Appeals to the Consumer
• Taste or hunger• Comfort• Beauty• Attractiveness to
others• Well-being of
loved ones• Adventure or
bravery• Superiority over
others• Physical well-being• Security• Fear• Fun and Games• Economy
• Efficiency• Cleanliness• Safety• Happiness• Romance and/or sex• Excitement• Rest• Ambition• Sympathy• Guilt• Avoidance of pain• Entertainment• Curiosity• Hope• Dependability• Durability• Peace
Use this checklist to note appeals
made to the consumer both by
you and your competition
Customer Contact PointsFrom A to Z!
To maximize the effectiveness of your marketing communications program, reach your potential customers at the most productive times
and in the most productive• Airport• Amusement park• Audiotape• Auto dealership • Auto repair shop • Auditorium • Balloons• Bar or tavern• Bathroom• Beach• Bike path• Boat• Bowling alley• Bus• Bus Shelter /
bench• Calendar• Car• Car rental
agency• Car wash• Catalog• CD• Church• Circus• Clock• Clothing• Computer• Conference• Convention• Coupon• Daycare center• Dentist’s office• Doctor’s office• Drug store
• Elevator• Entrance to
someplace• Exit from
someplace• Fair• Fax• Gas station • Golf course• Grocery store• Health club• Hospital• Hotel • Hotel room• Jogging path• Kiosk• Laundromat• Magazine• Mail• Mall• Military base• Motel• Motel room• Museum• Newspaper• Nursing home • Office• Package• Parade• Park• Phone booth• Playground
• Program• Radio• Resort• Restaurant• Retirement
community• School • Ski hill• Sports event• Stadium• Store• Street Corner• Swimming pool• Synagogue• Taxi• Television• Theater• Toll booth• Trade show• Train• Train station• Travel agency• Video rental
store• Waiting room• Wall • Window• Yard• Yellow pages• Zoo
35 Ways in Which Advertising Gets
Attention & Communicates
• Humor• Real-life
dramatizations• Slices of life• Testimonials• Guarantees• Comparisons• Problem solving• Characters• Talking heads• Recommendations• Reasons why • Facts• News• Emotion • Cartoons• Animation• Charts
• Computer graphics• Claymation• Music• Symbols• Animals• Contests and
sweepstakes• Offers• Exaggeration• Glamour• Personalities• Spokespersons• 800, 888, 900
numbers• The product alone• Different uses for the
product• Effects of not using the
product• Before and After• The package as the
star
Source: Advertising & Marketing Checklists
Ron Kaatz