I received an email today, you know the type - hey check out this youtube video. I usually don't have much time for these types of emails but this one caught my eye. There are a total of 3 videos but this one is my favorite.
Monday, February 27, 2012
Wednesday, February 8, 2012
Gimmicks Why some Stink and others Stick
I'm reading "Everyone Wins the Re/max story," and the story of the balloon has really stuck with me this past week. What started out as just a gimmick, the word re/max on a hot air ballon, turned into a logo that stood for something larger with staying power. We've all seen gimmicks, thought them up, only to have them come, go and fall flat. So why do some gimmicks work and others don't?
If you've ever worked a trade show you'll know that they are expensive, time consuming, exhausting, and full of gimmicks. In the late 90's I worked as a marketing assistant to a financial planner in Calgary and one of the ways we found leads was at trade shows. He had this really great idea, to have a golf driving range booth, We set up this huge net and then people came and drove golf balls into it. A gimmick to attract people. After the event I stuffed envelops with little wooden tees and then followed them up with a phone call. The gimmick worked for what our short term goal was, collecting names, but we missed the boat because we didn't think longer term.
We neglected to link golf to who we were, what we did for clients, or our marketing message. We could have integrated golf into all our marketing and used a slogan about retiring on the golf course to become the golfing finanical planner. There were some natural obsticals to this, the biggest one being that my boss didn't golf. Rule number one, you have to be passionate about your gimmick. For example - If you love to sail then wrap your sailboat with your marketing logo. This isn't too far fetched an idea, I had lunch with someone who is hoping to bring the idea of sailboat advertising to Vancouver.
If you haven't heard of the sales diva yet then you are in for a treat. Kim Duke is an Albertan and a Diva, her gimmick is stilletto heels and push up bras. She is a force to be reconned with, full of energy and an amazingly successful woman. I love Kim and her Diva gimmick. Her business has grown and adapted to a sales community for woman. Rule number two, be fearless and own your gimmick. Make sure it is part of the story you want to tell the marketplace.
In 2007 Finning Canada was awarded the marketer of the award by Venture Alberta for their successful gimmick to attract attention and recruit people to Finning Canada's operation in Fort Mac. Recruiting people doesn't sound like it should be a hard gig, but in 2005 for the oil patch skilled labour was in short supply. Finning took an army recruitment approach by pasting a help wanted message across a yellow Hummer and then drove it all over Alberta and Saskatchewan. By taking a unique vehicle that attracted the attention of gear heads into small communities it gave recruiters, dressed in army fatigues, the opportunity to talk to prospects about moving to Fort Mac with Finning. Rule number 3 - it has to be visable and taken out into the marketplace. The marketplace won't come to you, you have to go to it.
Why has the Re/max balloon been so successful? Its simple, unique, big, and visually says something about the company it represents - above the crowd. They hired someone who loved to fly hot air balloons to get them in the air on a regular basis and then put the image in front of the marketplace through advertising. Their first TV ad was just the balloon flying in the air and a voice over saying "Above the Crowd." The peaceful serenity of the image is something people can identify with. That is rule number 4 - the gimmick has to "talk" to your target market on an emotional level.
Rule number 5, when it comes to gimmicks, is the most important one. Rule number 5 is - be consistent and use every opportunity to get your gimmick out into the marketplace and in front of people. This will be easy if your gimmick is a part of your personality, passion or marketing message. Do you have a gimmick or an idea for a gimmick? Share it here in the comments section. If you live in Vancouver and want to meet to discuss gimick ideas please send me a quick email to shannonpeel@shaw.ca. Good luck with whatever gimmick you choose.
If you've ever worked a trade show you'll know that they are expensive, time consuming, exhausting, and full of gimmicks. In the late 90's I worked as a marketing assistant to a financial planner in Calgary and one of the ways we found leads was at trade shows. He had this really great idea, to have a golf driving range booth, We set up this huge net and then people came and drove golf balls into it. A gimmick to attract people. After the event I stuffed envelops with little wooden tees and then followed them up with a phone call. The gimmick worked for what our short term goal was, collecting names, but we missed the boat because we didn't think longer term.
We neglected to link golf to who we were, what we did for clients, or our marketing message. We could have integrated golf into all our marketing and used a slogan about retiring on the golf course to become the golfing finanical planner. There were some natural obsticals to this, the biggest one being that my boss didn't golf. Rule number one, you have to be passionate about your gimmick. For example - If you love to sail then wrap your sailboat with your marketing logo. This isn't too far fetched an idea, I had lunch with someone who is hoping to bring the idea of sailboat advertising to Vancouver.
If you haven't heard of the sales diva yet then you are in for a treat. Kim Duke is an Albertan and a Diva, her gimmick is stilletto heels and push up bras. She is a force to be reconned with, full of energy and an amazingly successful woman. I love Kim and her Diva gimmick. Her business has grown and adapted to a sales community for woman. Rule number two, be fearless and own your gimmick. Make sure it is part of the story you want to tell the marketplace.
In 2007 Finning Canada was awarded the marketer of the award by Venture Alberta for their successful gimmick to attract attention and recruit people to Finning Canada's operation in Fort Mac. Recruiting people doesn't sound like it should be a hard gig, but in 2005 for the oil patch skilled labour was in short supply. Finning took an army recruitment approach by pasting a help wanted message across a yellow Hummer and then drove it all over Alberta and Saskatchewan. By taking a unique vehicle that attracted the attention of gear heads into small communities it gave recruiters, dressed in army fatigues, the opportunity to talk to prospects about moving to Fort Mac with Finning. Rule number 3 - it has to be visable and taken out into the marketplace. The marketplace won't come to you, you have to go to it.
Why has the Re/max balloon been so successful? Its simple, unique, big, and visually says something about the company it represents - above the crowd. They hired someone who loved to fly hot air balloons to get them in the air on a regular basis and then put the image in front of the marketplace through advertising. Their first TV ad was just the balloon flying in the air and a voice over saying "Above the Crowd." The peaceful serenity of the image is something people can identify with. That is rule number 4 - the gimmick has to "talk" to your target market on an emotional level.
Rule number 5, when it comes to gimmicks, is the most important one. Rule number 5 is - be consistent and use every opportunity to get your gimmick out into the marketplace and in front of people. This will be easy if your gimmick is a part of your personality, passion or marketing message. Do you have a gimmick or an idea for a gimmick? Share it here in the comments section. If you live in Vancouver and want to meet to discuss gimick ideas please send me a quick email to shannonpeel@shaw.ca. Good luck with whatever gimmick you choose.
How to Create an Effective Ad
Advertising is about distinguishing yourself to the marketplace by telling your story, are you effectively telling your story visually? At The Home News their visual message to the market is simple, a woman receiving her mail from her local Canada Post mailman. It tells the market (mainly Realtors) what makes them different - Their real estate magazine is delivered into the hands of homeowners by Canada Post. That is their differentiating story. To see pic: http://www.thehomenews.ca/
Presently, I am reading "Everybody Wins: The Story and Lessons Behind Re/Max." The goal of the founders was to build a better Real Estate Agency with top agents and what better way to show that then a hot air balloon sailing above the world and the slogan Above the Crowd. It wasn't as simple as that, they still had to use television ads to get their message out because although, at the time, they were the number one used agency, the marketplace perceived them as the eighth. Even with a great brand, logo, or slogan you still need to get the message out everywhere and Re/max did just that.
By enabling Re/max Realtors to be in control of their own advertising, the Re/Max balloon was able to be everywhere and quickly became a household name. No individual realtor can afford to be everywhere in the world, the country, the province, or the region but they can afford to be everywhere in their neighbourhoods.
I found this quote from the re/max story interesting, "That's what real estate was all about - kids; neighborhoods; families; and your friendly, helpful, always-there-when-you-need-him professional real estate representative." It got me thinking about what an ad for a Realtor needs to say.
What does Real Estate mean to you? How are you different then other Realtors? Does your advertising visually tell that story?
Are you about community? Are you active in the community? Tell that story in your advertising and get the message out on a regular basis to more people then you can personally contact in your day to day community activities. Let's say you volunteer as a coach for a local minor sports team, add a team pic to your ad showing that you support local kids. Maybe you raise money for a charity, add their logo and offer to donate proceeds of the homeowners sale to the cause. Perhaps you are part of a clean the beach initative, advertise a date and time for others to come out and help.
What does this have to do with houses? Nothing. Houses are a dime a dozen, each one has their own unique differentiator, what you need to do is tell the story of YOU. By telling your community story, you will attract other community minded people to you. It will become a springboard for conversations that lead to what community to live in and how you are the specialist for that community. Think about what you give your clients, what you really sell them. Is it security? happiness? prestige? or simplicity? Whatever it is that you sell create an ad that visually shows it. Have some ideas? Share them here in the comments section.
Presently, I am reading "Everybody Wins: The Story and Lessons Behind Re/Max." The goal of the founders was to build a better Real Estate Agency with top agents and what better way to show that then a hot air balloon sailing above the world and the slogan Above the Crowd. It wasn't as simple as that, they still had to use television ads to get their message out because although, at the time, they were the number one used agency, the marketplace perceived them as the eighth. Even with a great brand, logo, or slogan you still need to get the message out everywhere and Re/max did just that.
By enabling Re/max Realtors to be in control of their own advertising, the Re/Max balloon was able to be everywhere and quickly became a household name. No individual realtor can afford to be everywhere in the world, the country, the province, or the region but they can afford to be everywhere in their neighbourhoods.
I found this quote from the re/max story interesting, "That's what real estate was all about - kids; neighborhoods; families; and your friendly, helpful, always-there-when-you-need-him professional real estate representative." It got me thinking about what an ad for a Realtor needs to say.
What does Real Estate mean to you? How are you different then other Realtors? Does your advertising visually tell that story?
Are you about community? Are you active in the community? Tell that story in your advertising and get the message out on a regular basis to more people then you can personally contact in your day to day community activities. Let's say you volunteer as a coach for a local minor sports team, add a team pic to your ad showing that you support local kids. Maybe you raise money for a charity, add their logo and offer to donate proceeds of the homeowners sale to the cause. Perhaps you are part of a clean the beach initative, advertise a date and time for others to come out and help.
What does this have to do with houses? Nothing. Houses are a dime a dozen, each one has their own unique differentiator, what you need to do is tell the story of YOU. By telling your community story, you will attract other community minded people to you. It will become a springboard for conversations that lead to what community to live in and how you are the specialist for that community. Think about what you give your clients, what you really sell them. Is it security? happiness? prestige? or simplicity? Whatever it is that you sell create an ad that visually shows it. Have some ideas? Share them here in the comments section.
How Realtors can Differentiate Themselves
One of the big questions Realtors have is how to differentiate themselves. They are not alone, all businesses have to answer that question and then determine how to communicate that difference to the marketplace and stand out. When it comes to their product it is an easy answer, every home is different, even the so called cookie cutter homes. However when they need to answer the question about themselves and their services it gets hard because it is a personal answer.
If you want to differentiate yourself from the marketplace you need to start asking yourself tough questions and then answer them objectively. First, Why would you hire yourself as a Realtor? If you don't know the answer to this question off the top of your head, you are sunk. So how do you find the answer, by asking more questions:
1. What do you like about being a Realtor? What is that thing that motivates you to get up and go to the office? What excites you?
2. What do you like about what other Realtors do for their clients?
3. What do your clients like about you? -- This is a hard one because you have to ask your clients Do you like me? OK don't ask it in such a direct manner, but you can ask questions like, what are you looking for in a Realtor? Why did you call me? Would you refer me to your friends and why?
4. Who are you? What kind of person are you? Birds of a feather flock together -- its as true today as it was back in the day.
These questions are just the start to finding out what makes you unique as a Realtor and what you have to offer to the marketplace.
If you want to differentiate yourself from the marketplace you need to start asking yourself tough questions and then answer them objectively. First, Why would you hire yourself as a Realtor? If you don't know the answer to this question off the top of your head, you are sunk. So how do you find the answer, by asking more questions:
1. What do you like about being a Realtor? What is that thing that motivates you to get up and go to the office? What excites you?
2. What do you like about what other Realtors do for their clients?
3. What do your clients like about you? -- This is a hard one because you have to ask your clients Do you like me? OK don't ask it in such a direct manner, but you can ask questions like, what are you looking for in a Realtor? Why did you call me? Would you refer me to your friends and why?
4. Who are you? What kind of person are you? Birds of a feather flock together -- its as true today as it was back in the day.
These questions are just the start to finding out what makes you unique as a Realtor and what you have to offer to the marketplace.
How to get a response to Your Advertising
I've been meeting with a lot of Realtors in the area to talk about advertising in the Home News and one item keeps coming up.... How to get a RESPONSE to an ad. I've been reading and thinking about this topic and wanted to share some ideas with you which I hope you can use.
In going back into the history of modern advertising, back to one of its founding fathers, Claude C. Hopkins and his Scientific approach to advertising I was reminded about the effectiveness of Samples. In 1923 he wrote a small book about using samples and coupons to increase the effectiveness and response to an advertisement.
It is such a strong idea that it has lasted over 100 years as samples still exist today. You can have a small lunch at Costco on any given day. I receive notices from Procter and Gamble on a regular basis asking which of their products I would like to sample and then they mail me various samples I've requested.
However, Realtors' don't have a product they can send out as a sample or do they? OK so you can't mail the house, but you can mail a market report. Whether its one you condense into a one pager or the whole Fraser Valley Real Estate Board's monthly report, its a sample of your industry or service. In your ad you place a tiny sample - a graph or stat and then a call to action - email me or call me to request a market report. Or go to my website and sign up for my newsletter to receive full market reports on a regular basis.
Market Reports don't excite you? Then think about what does when it comes to Real Estate. Are you a checklists person? Create some checklists put a small sample in your ad and then ask them to contact you for more check lists on moving, choosing their dream home, choosing a Realtor, Showcasing their home for sale or anything - even a grocery checklist. Or how about the 10 ten lists! Things like top 10 things you need to know about choosing a Realtor, or top 10 home design trends, or top 10 things you need to do to get your house ready for sale.
Checklists sound odd to you, hey just because I like to create them doesn't mean you do. Do you love to cook? Eating and cooking is a huge part of everyones lives and Kitchens are an important part of the home buying decision. If you love kitchens then everything from joining your monthly receipe email club to the best kitchen tools maybe a hook.
Perhaps you are full of knowledge and advice, create some tips for your ad and then suggest they sign up for your enewsletter or perhaps you have a blog they could follow. Do you love White Rock / South Surrey are you filled with knowledge on the area, then create an information package on the area for people to request. Blog about White Rock and its history for them to follow. Either way they will contact you somehow and then you have a new lead.
The purpose of an ad should be to entice, bring attention to you, your website, or listings. It should enhance your brand and remind them who you are and what you are about.
In going back into the history of modern advertising, back to one of its founding fathers, Claude C. Hopkins and his Scientific approach to advertising I was reminded about the effectiveness of Samples. In 1923 he wrote a small book about using samples and coupons to increase the effectiveness and response to an advertisement.
It is such a strong idea that it has lasted over 100 years as samples still exist today. You can have a small lunch at Costco on any given day. I receive notices from Procter and Gamble on a regular basis asking which of their products I would like to sample and then they mail me various samples I've requested.
However, Realtors' don't have a product they can send out as a sample or do they? OK so you can't mail the house, but you can mail a market report. Whether its one you condense into a one pager or the whole Fraser Valley Real Estate Board's monthly report, its a sample of your industry or service. In your ad you place a tiny sample - a graph or stat and then a call to action - email me or call me to request a market report. Or go to my website and sign up for my newsletter to receive full market reports on a regular basis.
Market Reports don't excite you? Then think about what does when it comes to Real Estate. Are you a checklists person? Create some checklists put a small sample in your ad and then ask them to contact you for more check lists on moving, choosing their dream home, choosing a Realtor, Showcasing their home for sale or anything - even a grocery checklist. Or how about the 10 ten lists! Things like top 10 things you need to know about choosing a Realtor, or top 10 home design trends, or top 10 things you need to do to get your house ready for sale.
Checklists sound odd to you, hey just because I like to create them doesn't mean you do. Do you love to cook? Eating and cooking is a huge part of everyones lives and Kitchens are an important part of the home buying decision. If you love kitchens then everything from joining your monthly receipe email club to the best kitchen tools maybe a hook.
Perhaps you are full of knowledge and advice, create some tips for your ad and then suggest they sign up for your enewsletter or perhaps you have a blog they could follow. Do you love White Rock / South Surrey are you filled with knowledge on the area, then create an information package on the area for people to request. Blog about White Rock and its history for them to follow. Either way they will contact you somehow and then you have a new lead.
The purpose of an ad should be to entice, bring attention to you, your website, or listings. It should enhance your brand and remind them who you are and what you are about.
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