![Who Are We? ,[object Object],[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Recommandé
Contenu connexe
Tendances
Tendances (20)
Similaire à Guerilla marketing 2011
Similaire à Guerilla marketing 2011 (20)
Plus de Julie Van Noy
Dernier
Dernier (20)
Guerilla marketing 2011
- 1. Guerrilla Marketing Revolutionary Strategies & Tactics
- 22. Curb Appeal What Meets The Eye
- 25. Resident Retention Feeling “At Home”
- 31. Site Staff Your First Line of Marketing
- 37. Community Outreach Make Friends
- 40. Logo/Signage Visual Marketing Queue
- 41. Before & After
- 42. Logo
- 43. Print Advertising Do Judge a Book by Its Cover
- 48. The Web Back to the Future
- 53. Twitter LinkedIn Wordpress Flickr StumbleUpon YouTube Social Media – Options, options, options
Notes de l'éditeur
- Cadence to begin here – Left, Left, your left, right, left Left, left, your left, right left Co-op – ooh ah Co-op – ooh ah I don’t know but I’ve been told , A marketing plan is as good as gold, staff training and curb appeal, too, media, web, and retention to name a few Co-op living is the way to go, beat the gorilla and everyone will know, sound off – 1,2, sound off – 3,4, sound it out – 1,2,3,4, 1,2—3,4!
- Need to add the name of the Cooperative Here
- Guerilla marketing ideas can be as far-reaching and all-inclusive as you want it to be. It doesn’t have to be wild or inconsistent with your business. It just has to be different!
- Many people confuse marketing with advertising or selling. While advertising is part OF Marketing, there is much more to it that just that. Marketing can actually be thought of as the activity of satisfying wants and needs through an exchange of goods and services for compensation. The ultimate goal of Marketing actually makes the selling non-essential. You are going to develop an understanding of the wants, needs and demands of the consumer and positioning your product to meet those. Becoming an integral part of your Members lives is key to becoming indispensable. The idea is that they want/desire/ and NEED to live in your community and would never dream of leaving….
- These are the basic ideas you will keep at the forefront of your thoughts as you analyze exactly what you are Marketing. Which is YOUR COOPERATIVE, obviously…… But how to convince prospects that YOUR Community is THE community they want. So, while you are in the brainstorming phase of your marketing objectives, you will analyze these areas…. And determine WHAT you are marketing… or how to create the atmosphere, personality, reputations etc, for your community that will appeal to your market. What exactly does your cooperative has to offer? and how do you reach the people who need to know this valuable information? The 5 P’s are going to get you there!!!!
- The first P…… In this case your product is your co-op, but more importantly…. HOME! The most basic of the basic needs, but also probably the most emotional of purchases as well….. Emotional purchases, how does it make you feel. On one hand, everyone has to have it…but on the other – It is a Very personal Choice, and most are VERY selective when they shop for it. Need to be sensitive to the fact this IS what your customers are shopping for, it is a very personal, very crucial decision and should be respected for that. But you can also build on that, use this as a tool for personalizing your marketing… This is where you will build your Brand Identity = Developing your Co-op PERSONALITY. Or IMAGE. Your ONE THING…..
- The price can be a tricky component, depending on your situation. Does your community have HUD programs in place? Is it a Market Rate Cooperative? If your place is super-affordable, that can be a selling feature. If your monthly Carrying Charges seem a bit higher than competitive rentals in the area, be sure to analyze what is includedfor them…. Probably, you are providing WAY more bang for the buck, considering utilities, services, included appliances & amenities etc.
- As we spoke about, advertising is just one small part of the whole Marketing picture. Marketing is more about creating an image or personality for your Co-Op. The Promotion is the “How To” of getting the work out. Once you explore and analyze all of the facets of your Co-Op how will you Promote or “Get the word out”? With the end goal being that once someone hears the name of your co-op, it is instantly synonymous with that image. Many ways to do that, and we are going to explore them in this session, then you will decide which methods best suit your Co-op. John Wanamaker said, “I know 50% of my advertising is wasted…….I just don’t know which 50%.” Traditional advertising generally only works by chance. The truth is, all advertising is a guess. What worked last year may not work today. The key is to constantly run small tests, and measure the results. If you can’t measure the results, you can’t know what works.
- Physical = What is great about your physical location? What access do Members have right AT your location? Services? Relative = Are you in a super desirable area? Up and Coming? Trendy? Within walking distance to great features? Is there a tie in to marketing there? OR- If your area is less than desirable, how will you counteract or divert attention from that? Comparitive = is your market area congested with competition or are you the only thing in the area? Are you taking full advantage of everything your area has to offer?
- YOUR NUMBER 1 ASSET!!! Your site personnel – they are your front line marketing asset, and they MUST be on board with all marketing efforts. They MUST believe in your product and be promoting it at all times. Make sure contract workers understand your quality and service standards. And that they are treated with respect and have a GREAT experience working on your site, so they “spread the word”. BOD, are they on board? What role will they play?
- “ Reduce your plan to writing. The moment you complete this, you will have definitely given concrete form to the intangible desire.” Napoleon Hill (1883-1970) American speaker and motivational writer. Plan can be super formal and in depth, with a professional market analysis, etc., or just notes from more informal meetings, and do-it-yourself market analysis, and brainstorming sessions for implementing your goals. BUT - ALL projects MUST have a plan in order to succeed. Tools for measuring your success, in order to know where to put your efforts, you must analyze where you are, and know where you want to go. Budget, timeline, etc. are an important part of the plan, and a written plan helps guide those, and keep you on track…. Ensures a smooth transition if you have a change of staff or board member…..
- One very big reason…. Budget is based on your GROSS Potential. Any Vacancy Loss affects that bottom line. It can throw your budget completely out of whack. Housing is somewhat limited in it’s ability to recoup these sorts of losses…. So marketing is especially important. We’re not like gas stations or hotels, who can raise their prices during periods of peak demand, to make up for any losses taken when there was lower demand. NOR, can you can you sell more units than you have, and can’t really just keep raising the Carrying Charges, or you will price yourself out of the market…..
- Let’s explore all of these steps in depth, so by the end of this session you will have a clear idea of how best to market YOUR CO-OP!!!!
- We talked about some of these – but be VERY specific with your goals, so that you can measure your results. There can be just one goal, or many…. We talked about Vacancy Loss and the hit to the bottom line. This is often the #1 reason for a Marketing Plan We also talked about diversifying – this can be a compelling reason for Marketing to a “New” demographic – but maybe it’s just that you feel you need more “Good” Members… resident conflicts, increase in evictions, etc. Perhaps your image has taken a beating lately, and you are just looking to improve your desirability – which in turn will improve resident retention, decrease turnover, and bring you a fresh new crop of prospects. WIN-WIN!!!!
- Prior to implementing your Plan – identify how you will quantify your results... according to each goal identified previously If necessary create certain specific reports/forms/documents to measure results.
- Fair Housing comes 1 st , but then decide what makes a “Good Member”. Obviously can’t “steer” or discriminate but, perhaps you have a large student population (can be somewhat transient in nature) or maybe your member population has become mostly elderly and you are foreseeing a huge upcoming turnover in Membership – indicating a need to diversify. While you can’t discriminate in Member Selection you CAN market to certain segments of the population thereby increasing traffic from those demographics….
- This is about modifying or emphasizing overall feel of your community, by tweaking certain features, to meet needs of your ‘target audience’ ALL can promote Benefits of Co-op living, for instance, (Property/Real Estate Tax Incentives, more than just housing- it’s a ‘Membership’, No Owner taking profits, ability to institute change through BOD, Sell your Membership, Equity Increase according to by-laws- for some) But what else? What does your target market WANT? And how are you going to provide that….?
- Analysis of these trends can help direct your marketing efforts, and understanding your target customer - as well as changes in the wants and needs of prospects. For instance, perhaps you used to market to a employees of a large factory but now they are laying off. OR, is an upswing in home buying affecting your traffic, OR is there a large military population that are going to be coming home and looking for housing? More people going back to school – and you have a university close by? Be aware of changes in these trends and market accordingly.
- Identify your competition, then get to know them inside and out. How does your community compare to others in the area? If your competition is home buying, why are prospects buying instead of purchasing membership n your co-op? What can you do to counteract this? Upgrade features? Provide more services? Are they aware of ALL they get at your co-op? How about a “Why own, when you can Co-op???” campaign… Perform a market analysis… either formal or informal. Even go so far as to ‘shop’ your competition, see what they are doing and go a few steps further… or steal their ideas, lol!!!!
- Let’s look at the different elements of your plan and we will demonstrate some ideas on how to implement these elements in fresh new ways….
- Definition of Curb Appeal – The overall appearance of the entire property this is the customer’s “First Impression”
- Take a look at your community as though through the eyes of someone seeing it for the first time. What can be improved? If you are stuck with some things, how can they be spruced up for now? Can you partner with local businesses? Everything should be sparkling clean at all times. Especially - the path from street to office, and office to any model unit. Maint should pick up this area each morning first thing, no cig butts, pet waste, parking lot free of oil stains, curbs clean and painted. Any landscaping trimmed and watered. Snow & ice meticulously maintained…..
- Powerwash siding or fencing. Get member Volunteers to help scrub or spruce up areas, (even small paint projects) in exchange for a pizza party or ice cream social. Social event, plus work gets done – double advantage!!!! Budget larger improvements over next couple years, to spread out the cost. Increased retention/Membership can help cover costs.
- The costs of turn-over are probably 200% more than just the days of lost carrying charges between Members. Reconditioning, additional advertising to get new Members, time, screening prospects, New member Orienetation, etc….. PLUS….The bottom line is – member satisfaction is your best most effective advertising. Members will tell everyone they know – that they live in the best place on earth….
- Basic Definition – Keeping Current Residents Happy – So they will never want to leave! Make living at your community a pleasure, fun, rewarding, a feeling of belonging. Encourage member involvement. Follow-up on Member concerns from open Membership meetings.
- The staff member has 3 seconds to make a first impression, they should smile when answering the phone, and Management and/or Board should have a designated professional greeting “Thank You for Calling Anywhere Cooperative, my name is Valerie how may I help you?
- Does Your Cooperative have a Model Unit?
- Basic Definition – Networking informally
- Val get Friday’s coupons to distribute to class
- Vic to get boards with logos – last year and this year. Val provide Lincoln board before and after signage photos. Refer to Mayfield Green Signage Drawing.
- DON’T let your advertising be the same humdrum…. “Now Renting 1 and 2 Bedrooms.” Make it POP!!!! Make it something interesting worth reading, otherwise it will get LOST in the shuffle. Pictures truly ARE worth a 1,000 words.
- Example – Lincoln one-liner ads (during renovation). Glenburn Uncle Sam Special Ad