Georgia Apartment Association 2010 Educational Conference session titled "Marketing Mishaps", presented by Virginia Love of Waterton Residential and Kara Rice of Grace Hill.

1. OOPS! Marketing Mishaps GAA 2010 October 2, 2010 Virginia Love & Kara Rice

2. Sometimes, mistakes are obvious…

3. Soon Fat Chinese Take Away

4. Me Buy Gold

5. Green Pastures Commons

6. Crapi Apartments

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

8. No Unattended Kids

9. In Case There Was Any Confusion

10. Maybe product placement is the issue?

11. Cheap Airport Parking

12. Airport Security Bin

13. Luggage Tag

14. KFC Double Down

15. The Iceberg Effect: 10% what you see 90% what you don’t

16. Failure falls into two categories:

18. Marketing with benefits and brand trumps marketing with data points

19. Not considering your audience

21. No testing

24. Photos…just plain ugly

33. Review Sites

35. Apologize

37. Apartment Ratings, Yelp.com 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.

38. Apartment Ratings, Yelp.com 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?

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

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

42. 2 Bedroom with Washer/Dryer in the heart of Buckhead for $999 per month. No Deposit!

44. Apartment with bedrooms for rent

45. Pool, Fitness Center, etc

47. Use bullets

48. Include floor plan

49. Photos of targeted apartments

52. Low Bounce Rate

53. Competitive Key Words

54. Internet Mapping

55. Google Maps

56. Bing Locator

57. Yahoo Local Listing

58. Optimize Domain Selection

59. Mega-Tags

60. Titles

61. Mobile Site

62. Blog

63. Updated Content

65. 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 friendly community 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.

66. Lazy Marketing Mistakes

68. Being a one-day wonder

69. Delegate then gone

72. Unique phone

73. Unique URL

75. Who, Where, When?

76. The Audience

77. The Marketing Initiative

78. The Audience

79. The Marketing Initiative

80. People hate to be humiliated

81. Example A: This is Brad

82. Disconnect dooms your initiative

83. Think your idea ALL the way through

84. Chevy Tahoe gets more than they bargained for Click to Play

85. Kings Crossing Apartments, Las Vegas “Where we treat you like royalty” If it’s easy and obvious….beware!

86. Watch your spending. Your clients are.

87. Customers Resent Frivolous Spending “You guys are getting fancy new furniture in the clubhouse but you can’t fix my leaking roof?!”

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

91. “Too Fat to Fly” scandal unfolds over Twitter

92. SM changes Customer Service forever BEFORE: Unhappy customer tells 11 people TODAY: Unhappy customer tells 1100 people… or 11,000

93. Lost in Translation

96. If you can’t dress it up, don’t

97. Act, don’t react

98. Never under-estimate good PR

100. Focus Groups

102. Virginia Love vlove@wallc.com Kara Rice krice@gracehill.com GAA 2010 October 2, 2010 Virginia Love & Kara Rice