Post on 16-Apr-2017
transcript
May 8-10, 2017Huntington Beach, CA
JOIN AIM NEXT YEAR
Understanding the Current Marketing MarketplaceSteven Ozbun
How Social Are We?
Meet MEVO
Effectively Communicating the BrandDana Pate
LET’S BE REAL
Profile Photo Tagged Photo
LET’S BE REAL
Pinterest #PinterestFail
CASE STUDY ONE: SOLARIS KEY
SETTING THE STAGE
Background:
• 426 units• Clearwater, FL• Concept:
TRUE RESORT LIVING
EYES ON THE TARGET
Target Demographic:
• Age: Late 20s-Mid 30s AND Early 50s-Mid 60s• Occupation: Healthcare, Military & Retired• Average Household Income: $80-120K
GET INSPIRED
THE BRAND
CASE STUDY ONE: SOLARIS KEY
BEORE
MARKETING THE LIFESTYLE
IMAGERY = REALITY
AMENITY ACTIVATION
BEORE
AMENITY ACTIVATION
BEORE
AMENITY ACTIVATION: GROUP & PERSONAL FITNESS
BEORE
AMENITY ACTIVATION: EVENT STYLIST
BEORE
PROMOTIONAL ITEMS
BEORE
PROMOTIONAL ITEMS
BEORE
GEOTARGETED ADS
BEORE
RESULTS
True Demographic:
• 48.32% Male | 49.87% Female• Relationship Status: 42.65% single | 30.15% married
5.67% divorced/separated | .09% widowed• Occupation: 14.05% retired/unemployed
12.19% healthcare | 8.06% professional • Age: 34.47% 26-37 year old category • Average Household Income: $103.254
RESULTS
BEORE
Leased at $1.63 ft2 VS Submarket’s $1.40 ft2
80% 84%
Occupied Leased
CASE STUDY TWO: STACKS ON MAIN
BEORE
SETTING THE STAGE
Background:
• 268 units• Nashville, TN• Concept:
BE EAST NASHVILLE
TARGET MARKET
Target Demographic:
• Age: Mid 20s-Early 30s• Occupation: Healthcare, Arts & Entertainment,
University Affiliation • Average Household Income: $65-95k
GET INSPIRED
THE BRAND
CASE STUDY TWO: STACKS ON MAIN
MARKETING THE LIFESTYLE
CUSTOM PHOTOGRAPHY
CUSTOM PHOTOGRAPHY
NEIGHBORHOOD-CENTRIC VIDEO SERIES
ORIGINAL MURAL WORK
FOCUS ON THEIR “KIDS”
SHOW PROGRESS: TIMELAPSE VIDEO
SHOW PROGRESS: DRONE TECHNOLOGY
TEASER CAMPAIGN
You don’t always haveto be so obvious.
•28k sq. ft. perimeter = $225 •30 day campaign
TEASER CAMPAIGN
SOCIAL ENGAGEMENT
Where is your audience?
• East Nashville ClosedGroup on FB
• 26,300+ Members
SOCIAL ENGAGEMENT
SOCIAL ENGAGEMENT
RESULTS
• 8.58% CTR• $2.13 Avg CPC
RESULTS
• Branded Search Term on the Rise
RESULTS
So far…
• 455 leads in 60 days• 10 leases in first 15 days of hard-hat tours• Set aggressive goal of 70 leases before
Sept. 1 move-ins• Leased at $2.05 ft2 = Submarket’s $2.05 ft2
THINK OUTSIDE THE BOX
Content Marketing That Communicates Your BrandSparkle Allen
Content marketing
generates 3 times as many leads as traditional outbound marketing but
costs 62% less.
-Demand Metric
CONTENT STRATEGY
CONTENT STRATEGY
consistent high-quality content
CASE STUDY: PEPSI
With fickle consumers, strict industry requirements, and a tough economy, Pepsi needed a way to continuously engage their millions of fans, spread across 70 global markets, as well as find and grow more customer segments.
In Other Words… They Needed To Sell The Fizzle
CASE STUDY: PEPSI
CASE STUDY: PEPSI
The Results
89% increase in monthly page view growth
38% increase in monthly visit growth since launch
+22x boost in social traffic
CONTENT STRATEGY
your audience
CAPTIVATE
Tesla Motors has no advertising, no ad agency, no CMO, no dealer network. And that’s no problem.
-Advertising Age
CAPTIVATE
CAPTIVATE
CONTENT STRATEGY
Build a community of true fans and evangelists
COMMUNITY
COMMUNITY
1. Made a mundane cycling exercise seem extraordinary
2. Tapped on the idea of collective experience
3. Instructors are more than just that – they are also entertainers, role-models and friends
4. Created a strong community via their website and social media
5. Had a strong story to tell, and told it consistently
COMMUNITY
COMMUNITY
CONTENT STRATEGY
your audience into paying customers
CONVERT
CONVERT
Starbucks gross revenues jumped by $740 million, or 18 percent, from $3.82 billion in the 2014 fiscal year to $4.56 billion in the 2015 fiscal year.
CONVERT
IN CLOSING
“That’s what makes great products.
It’s not process, it’s content.”
THANK YOU J