Digital Marketing
Increased the company’s brand equity by producing a company DVD.
In addition to playing on the website, it was used in Sales Offices. Marketing professionals who attended Real Estate consumer
shows in Europe, Asia, and Canada agreed to distribute Neal Communities' DVD at their booths in the consumer shows. Additionally, Realtor offices in the UK were provided the video to play in their Sales Offices.
Multiple Videos
In order to promote their 6200 SF Design Gallery, videos highlighted an interview with the Gallery Director who explained what it would be like to work with a Design Consultant when the buyers would arrive for their personal session. Additionally, products from each department within the Gallery such as lighting, cabinetry, plumbing and flooring featured a short video with a link to each section.
Salesperson videos appear within each community's section of the website. A brief interview featured questions being asked of each representative. For example, salespeople were asked for their favorite comment from a previous buyer. They were sometimes asked what they liked best about their job.
The builder department featured videos that showed the phases of construction as well as brief Builder bios. Overall, the videos showed people who liked what they did every day and genuinely cared about the people they were helping.
The website design included a section for Realtors to quickly access information they need.
The Press section was for writers and reporters to reach the company's correct information seven days a week and 24 hours a day. Press Releases were also posted on the site.
There were new home tips that include: care of your new home, homeowner insurance tips and hurricane information including a hurricane-preparedness kit.
Visitors to the site easily and quickly learn about the market by visiting the Nearby Attractions area.
Trade Partners have access to their section of the website to download drawings and information they may need in order to submit bids. This area represents one of the cost-cutting measures that helped lower prices on Neal homes.
L'Oreal ... the world's largest cosmetics company recommends varying lengths of video from 6 to 60-seconds for ads on YouTube, Amazon, Facebook, LinkedIn, and TV, for example. While TV is a lean-back medium, YouTube's audience is looking for immediacy. Each medium may need the same basic message presented in different ways.
To illustrate, an effective political candidate develops their platform based on fewer than 10 topics and then edits each of them to a one or two-minute info byte which they repeat as often as possible to build awareness. Simplicity leads to memorability.
"97% of consumers consult product reviews before making a purchase."
A homebuilder, may learn buyers' emotional and logical touch points from a focus group/product sampling held in a new model. Individual interviews are video taped during and after the walk-through of the home/product. These interviews are taped before the group session to eliminate bias from other participants. Their comments may be edited for ads of varying length from 6 to 15, 30, 60 and even 90 seconds.
BusinessWire.com
"70% of a campaign's performance will depend on how good the creative is."
Mark McMaster, Global Team Lead, Google
All successful ad campaigns of the world's leading brands use phrases, tones, words and beats to capture an audience. That means they bring the mind in and out of light trance inserting key phrases at just the right time. An effective video marketing strategist knows that today you have the first 5-seconds to capture attention for the rest of the video.
Social Media's Greatest Weakness
Data, data everywhere but what does it all mean? What do you do with it? Depending on their experiences, humans have a love/hate relationship with social media. Savvy marketers know that social media's greatest weakness is the lack of advanced analytics tools. The answer may be to narrow your niche. But how?
Thank You
I admit that I'm slightly obsessed with learning about customers. This has led to a career which brings skills together that are needed to produce a comprehensive marketing system to yield the greatest return-on-investment for a company.
But how?
Let's talk.