GAA 2010 -- Marketing Mishaps

transcript

OOPS! Marketing Mishaps

Sometimes, mistakes are obvious…

Soon Fat Chinese Take Away

Me Buy Gold

Green Pastures Commons

Crapi Apartments

Sometimes, you’re able to perfectly communicate your message simply…

No Unattended Kids

In Case There Was Any Confusion

Maybe product placement is the issue?

Cheap Airport Parking

Airport Security Bin

Luggage Tag

KFC Double Down

The Iceberg Effect:

10% what you see

90% what you don’t

Failure falls into two categories:

Bad Ideas

• You can’t “outcool” Apple, so don’t even try

• Marketing with benefits and brand trumps marketing with data points

• Not considering your audience

• K.I.S.S

Bad Execution

• No overall objective

• No testing

• No tracking device

You own it ALL!

Take Responsibility

For What’s Out There

• Print and Internet Ads

• Photos…just plain ugly

• Social Media Posts

Take Responsibility For What’s Out There

• Broken links are unacceptable

Take Responsibility For What’s Out There

Advertised Actual

Review Sites

Apartment Ratings, Yelp.com

• Respond

• Apologize

• Move On

BAD…REALLY BAD:

LOUD construction going on outside my window starts at 6:30am. This vibrates my apt. and between the drilling and hammering I can't hear myself think. Security is a nightmare as any guest you bring back will have to wait in a 20 min line to get their photo taken. Then you have to wait another 20 min in line waiting for another elevator. They say they have 4 elevators per tower but only 2 works at a time. Management double booked my move in elevator and I had to complete with a mean woman who was yelling at me that "this ain't my problem". I would NOT recommend this place to anybody! Downtown Ghetto

BETTER!

When I first considered Presidential Towers and I came in and spoke to a representative and got a tour, I absolutely fell in love with it. However, by accident, while I was online at home, I came upon reviews for Presidential Towers and was surprised by all the negative remarks. I read almost all the reviews, complaining, bad management, raised prices for things that were once free, etc.

BETTER! (continued)

At the time, I had a friend who was living in PT and I asked him how he felt about living here and when he heard of the negative reviews, he was just as shocked as I was. He said his apartment was absolutely spotless when he moved in, maintenance seemed on task, and the staff was friendly. Knowing him personally, I decided to take his word for it over the reviews online despite my skepticism and I am very happy that I did.

The fact of the matter is, people don't usually to go out of their way to write reviews unless they have something negative to say. There are tons of other people here who seem to enjoy PT, but where are their reviews?

Craigslist: The Bad, The Terrible, The Why Even Bother

What’s in Your Title? Long Tail Searches!

• Great Deal and Convenient Walk to Piedmont Park, Cafes, and MARTA. PETS WELCOMED.

• One Bedroom w/ Flex Space, FREE WIFI, $749! It’s an Office, Guest Room…YOU DECIDE

• 2 Bedroom with Washer/Dryer in the heart of Buckhead for $999 per month. No Deposit!

• Short Term Rental in Downtown Chicago, $1795 per month. Free Parking!

What’s in Your Title? Long Tail Searches!

And the NOT SO GOOD:

• NoHo Fo Sho Junior 1 Bedroom

• Apartment with bedrooms for rent

• Pool, Fitness Center, etc

• Oh Yeah, This Apartment Has All the right Stuff

Too Much Info!

How do you eat an elephant?

• Sell ONE apartment

• Use bullets

• Include floor plan

• Photos of targeted apartments

• TRACK RESULTS

Improving Search Engine Optimization

Good SEO Strategy

• Dynamic Content

• Low Bounce Rate

• Competitive Key Words

• Internet Mapping• Google Maps

• Bing Locator

• Yahoo Local Listing

• Optimize Domain Selection

• Mega-Tags

• Titles

• Mobile Site

• Blog

• Updated Content

• Flash

BEFORE:

Enter Another Dimension...A world of leisure, elegance and sophistication. At the Meridian we have combined the ultimate in luxury living with an atmosphere designed for your lifestyle. Inside your home you’ll find thoughtful touches of crown molding accents, designer carpeting and gas fireplaces in addition to fully equipped gourmet kitchens and garden-style oval soaking tubs. Discover a home created for you, and step into another dimension at The Meridian.

AFTER:

Meridian apartments in Hot Coffee, MS offers spacious studios, 1 and 2 bedroom apartments for rent with washers and dryers in all homes, gas ranges, microwaves, central heating and air, and private patios or balconies. Our pet friendlycommunity is gated for privacy and features 2 swimming pools, 3 spas, private yards, a fitness center and play areas. Garages with remotes are available starting at only $55.00 per month. Our and professionally managed apartment community is just minutes from the 285 freeway, Downtown Atlanta and Emory University.

Lazy Marketing Mistakes

Nothing Happens Until a Sale is Made

• Create budget first, goals second (if at all)

• Being a one-day wonder

• Delegate then gone

• Not consulting the sales force

It Ain’t Sexy…but It’s Profitable

Tracking Results

• Ready, Aim, Fire beats Ready, Fire, Aim every time!

• Unique phone

• Unique URL

• Inexpensive Splash Page

Know your audience

Who, Where, When?

The Audience

The Marketing Initiative

The Audience

The Marketing Initiative

People hate to be humiliated

Example A: This is Brad

Disconnect dooms your initiative

Think your idea ALL the way through

Chevy Tahoe gets more than they bargained for

Click to Play

Kings Crossing Apartments,

Las Vegas

“Where we treat you like royalty”

If it’s easy and obvious….beware!

Watch your spending. Your clients are.

Customers Resent Frivolous Spending

“You guys are getting fancy new furniture in the clubhouse but you can’t fix my leaking roof?!”

When Good Gifts Go Bad

• Thanks for “Bearing” with us

• I have an idea where you can put this Monte Blanc pen

• While my project was delayed, you had time for re-branding?

Social Media is a game changer

“Too Fat to Fly” scandal unfolds over Twitter

SM changes Customer Service forever

BEFORE:

Unhappy customer tells 11 people

TODAY:

Unhappy customer tells 1100 people… or 11,000

Lost in Translation

Case Study:Presidential Towers• Attitudes improve when you are transparent

• If you can’t dress it up, don’t

• Act, don’t react

• Never under-estimate good PR

• Change isn’t hard… it’s REALLY hard

Case Study:Presidential Towers

• We decided to OWN IT

What I learned for $175,000:

• Segmentation studies

• Focus Groups

• Other expensive feedback

• Your Choice Sweepstakes

RESULTS:

8000+ Online Entries

2800+ Unique Registrants

1500+ Twitter Followers

12,500 reached w/ street teams

64 Referrals w/ RMOL

Virginia Love vlove@wallc.com

Kara Rice krice@gracehill.com

GAA 2010 -- Marketing Mishaps

Education