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Advertising: From Mad Men to Social Media

Madness

The Good Old Days Of Advertising

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That Was Then

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• Print• TV• Radio

This Is Now

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• Print• TV• Radio• Direct Mail• Social Media• Online• Email • Trade Shows

Things To Consider

• Forrester research reports the amount of time Americans spend watching TV has remained roughly the same in the past five years.

• Internet use has increased by 121% in the same time frame.

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Things To Consider

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Things To Consider

• Neilson reports 75% of all Americans are on social networks.

• 25% of all online time is on social networks.

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Things To Consider

• 250 million people log into Facebook for an average of 55 minutes every day.

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Things to consider

• Women make 80% of all buying decisions of consumer goods.

• Women have a veto vote on the other 20% of purchase decisions.

• Women make up 60% of Facebook’s 600 million users

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Things to consider

2009-2010 Seller report

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What’s a Real Estate Advertiser To Do?

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Let’s Talk About The Fundamentals

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Whizbang 4c’s

• Clarity• Consistency• Creativity• Commitment

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1. Clarity

• Clear budget• Clear marketing goal• Clear brand positioning• Clear advertising objective• Clear advertising strategy• Clear target audience• Clear media objective• Clear media strategy• Clear metrics for success

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2. Consistency

• Consistent brand image

• Consistent brand message

• Consistent media presence

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2. Consistency• Consistent brand image

– Is your advertising brand image consistent with your positioning?

– Is your advertising brand image consistent across all media channels?

– Is your advertising brand image consistent with all other consumer touch points?

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2. Consistency

• Consistent brand message

– Is your advertising messaging consistent with your brand positioning?

– Is your advertising messaging consistent across all media channels?

– Is your advertising messaging consistent across all consumer touch points?

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2. Consistency• Consistent media presence

– Do you have a consistent advertising presence to achieve your advertising objective (frequency and reach)?

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3. Creativity

• Creativity with your advertising

• Creativity with your media

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3. Creativity

• Creativity with your advertising

– Is your advertising relevant, engaging, memorable and actionable?

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3. Creativity

• Creativity with your media

– Are you using the media as your message?

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4. Commitment

• Commitment to advertising success

– Are you willing to do what it takes (The four C’s) to ensure success?

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There Is Only One Silver Bullet in Advertising

– Think deep and wide engagement.

– Communicate across multiple channels.• Twitter• Linkedin• Facebook• Print• TV• Radio• Website• Blogs

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Follow the 70-20-10 Rule

• 70% of your budget/resources should go into marketing strategy that are proven to work and you know will work, supporting existing the product/line of business.

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Follow the 70-20-10 Rule

• 20% of your marketing budget should go to figuring out whether there are opportunities to better the ROIs.

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Follow the 70-20-10 Rule

• 10% of your marketing budget should be spent on "wild skunk-work" ideas for new products or disruptive innovation.

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Advertising is No Longer a One Way Street…

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It’s a Two Way Street(A Cul De Sac)

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Have An Open House Attitude.

Thank You!

We wish you great success.

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