AIM 2010 <ul><li>The Good ,  The Bad  and  The Ugly . </li></ul><ul><li>Kari Warren </li></ul><ul><li>Director of Marketin...
Some Caveats <ul><li>AVB will test anything (once) </li></ul><ul><li>The following examples are “Trigger Media” </li></ul>...
“ The Good” Subway Advertising  <ul><li>Program Included: </li></ul><ul><ul><li>Urban Panels  </li></ul></ul><ul><ul><ul><...
“ The Good” Subway Advertising <ul><li>Results </li></ul><ul><ul><ul><li>Generated tons of calls and traffic (#2 lead gene...
“ The Good” Cinema Advertising <ul><li>Program Included: </li></ul><ul><ul><li>:15 second digital spot </li></ul></ul><ul>...
“ The Good” Cinema Advertising <ul><li>Results </li></ul><ul><ul><li>As technology improved so have the results-In 2002 th...
Cinema Advertising
“ The Bad” Event Sponsorships <ul><li>Program Included </li></ul><ul><ul><li>Brooklyn Academy of Music (BAM) Sponsorship f...
“ The Bad”   Sponsorship <ul><li>Results </li></ul><ul><ul><li>Did not drive significant amount of leases, but that’s ok <...
“ The Bad” Coffee Promotions <ul><li>Program Included </li></ul><ul><ul><li>Free coffee, compliments of Avalon at various ...
“ The Bad”   Coffee Promotions <ul><li>Results: </li></ul><ul><ul><li>Brand awareness?  We hope.  </li></ul></ul><ul><ul><...
“ The Ugly” Promotional Items <ul><li>Program Included </li></ul><ul><ul><li>Custom printed fortune cookies that were hand...
“ The Ugly”   Promotional Items <ul><li>Results </li></ul><ul><ul><li>There weren’t any! </li></ul></ul><ul><ul><li>Forgot...
“ The Ugly”   Mall Advertising <ul><li>Program Included </li></ul><ul><ul><li>High Profile Mall in Orange County </li></ul...
“ The Ugly”   Mall Advertising <ul><li>Results: </li></ul><ul><ul><li>When you are shopping for clothes </li></ul></ul><ul...
Parting Advice <ul><li>Don’t assume all media silos are the same. </li></ul><ul><ul><li>Outdoor billboard vs. Outdoor mall...
Upcoming SlideShare
Loading in...5
×

Kari Warren - Marketing Initiatives That Didn't Work AIM 2010

1,015

Published on

Published in: Real Estate
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,015
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
16
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Kari Warren - Marketing Initiatives That Didn't Work AIM 2010

  1. 1. AIM 2010 <ul><li>The Good , The Bad and The Ugly . </li></ul><ul><li>Kari Warren </li></ul><ul><li>Director of Marketing </li></ul><ul><li>AvalonBay Communities, Inc. </li></ul>
  2. 2. Some Caveats <ul><li>AVB will test anything (once) </li></ul><ul><li>The following examples are “Trigger Media” </li></ul><ul><ul><li>2 nd or 3 rd Tier media and primarily lease-ups </li></ul></ul><ul><li>On average cost per unit for marketing is $500 for Suburban and $3000 for Urban </li></ul><ul><li>Have a Strategy! What is your overall objective? </li></ul><ul><ul><li>Lead generation </li></ul></ul><ul><ul><li>Brand Awareness </li></ul></ul><ul><ul><li>Public Relations </li></ul></ul>
  3. 3. “ The Good” Subway Advertising <ul><li>Program Included: </li></ul><ul><ul><li>Urban Panels </li></ul></ul><ul><ul><ul><li>Targeted on Manhattan’s Upper West Side/Harlem </li></ul></ul></ul><ul><ul><li>2-Sheet Platform Posters </li></ul></ul><ul><ul><ul><li>Targeted on Manhattan’s West Side </li></ul></ul></ul><ul><ul><li>Interior Car Cards </li></ul></ul><ul><ul><ul><li>Citywide </li></ul></ul></ul><ul><ul><li>“ Station Domination” </li></ul></ul><ul><ul><ul><li>53 rd Street and 5 th Avenue </li></ul></ul></ul><ul><li>Program Cost: ~ $20k-$80k per month </li></ul>
  4. 4. “ The Good” Subway Advertising <ul><li>Results </li></ul><ul><ul><ul><li>Generated tons of calls and traffic (#2 lead generator after internet) but prospects were less qualified compared to other media </li></ul></ul></ul><ul><ul><ul><li>Cost per lead/lease was very high </li></ul></ul></ul><ul><ul><ul><li>Drove Brand Equity and Location Awareness </li></ul></ul></ul>
  5. 5. “ The Good” Cinema Advertising <ul><li>Program Included: </li></ul><ul><ul><li>:15 second digital spot </li></ul></ul><ul><ul><li>12 week campaign </li></ul></ul><ul><ul><li>15 screens </li></ul></ul><ul><li>NYC Metro Cinema Advertising during the pre-show </li></ul><ul><li>Program Cost: ~$2k per month </li></ul>
  6. 6. “ The Good” Cinema Advertising <ul><li>Results </li></ul><ul><ul><li>As technology improved so have the results-In 2002 they were static slides-now digital </li></ul></ul><ul><ul><li>Low cost per lease and low production costs </li></ul></ul><ul><ul><li>Better results during blockbuster months (July and December) </li></ul></ul><ul><ul><li>Results varied by region-better results in Urban markets </li></ul></ul><ul><ul><li>Have a call to action to help in tracking effectiveness </li></ul></ul>
  7. 7. Cinema Advertising
  8. 8. “ The Bad” Event Sponsorships <ul><li>Program Included </li></ul><ul><ul><li>Brooklyn Academy of Music (BAM) Sponsorship for 4 Events/Concerts </li></ul></ul><ul><ul><li>Custom printed drink napkins and coasters for patrons during the event </li></ul></ul><ul><ul><li>Manned table outside of the entrance/exit with information </li></ul></ul><ul><li>Program Cost: ~$5k </li></ul>
  9. 9. “ The Bad” Sponsorship <ul><li>Results </li></ul><ul><ul><li>Did not drive significant amount of leases, but that’s ok </li></ul></ul><ul><ul><li>Primary objective-PR and Neighborhood Partnerships </li></ul></ul><ul><ul><li>Know the demographic of customers before you sponsor events (i.e. Homeowners vs Renters) </li></ul></ul><ul><ul><li>Created Good Brand Awareness and Social Media Mentions </li></ul></ul>
  10. 10. “ The Bad” Coffee Promotions <ul><li>Program Included </li></ul><ul><ul><li>Free coffee, compliments of Avalon at various Brooklyn and Manhattan coffee shops </li></ul></ul><ul><ul><li>Custom printed coffee sleeves </li></ul></ul><ul><ul><li>Call to Action w/ a promotion of FREE Rent </li></ul></ul><ul><ul><li>Website splash page </li></ul></ul><ul><li>Program Cost: ~$15k for media and web </li></ul>
  11. 11. “ The Bad” Coffee Promotions <ul><li>Results: </li></ul><ul><ul><li>Brand awareness? We hope. </li></ul></ul><ul><ul><li>Relative Low Cost on media </li></ul></ul><ul><ul><li>Not meant for an immediate response </li></ul></ul>
  12. 12. “ The Ugly” Promotional Items <ul><li>Program Included </li></ul><ul><ul><li>Custom printed fortune cookies that were handed out at local Chinese restaurants </li></ul></ul><ul><ul><li>Different Messages highlighting the opening of a new apartment community in Chinatown-Washington DC. </li></ul></ul><ul><ul><li>20,000 fortune cookies </li></ul></ul><ul><li>Program Cost: ~$10k </li></ul>
  13. 13. “ The Ugly” Promotional Items <ul><li>Results </li></ul><ul><ul><li>There weren’t any! </li></ul></ul><ul><ul><li>Forgot Tracking device-phone # or unique url </li></ul></ul><ul><ul><li>People don’t like to get fortunes that are an advertisement. </li></ul></ul>
  14. 14. “ The Ugly” Mall Advertising <ul><li>Program Included </li></ul><ul><ul><li>High Profile Mall in Orange County </li></ul></ul><ul><ul><li>1 Backlit Panel in center of an outdoor mall </li></ul></ul><ul><ul><li>3 Months </li></ul></ul><ul><li>Program Cost: ~$2k per month </li></ul>
  15. 15. “ The Ugly” Mall Advertising <ul><li>Results: </li></ul><ul><ul><li>When you are shopping for clothes </li></ul></ul><ul><ul><li>you aren’t looking for an apt </li></ul></ul><ul><ul><li>Location matters-Outdoor vs. Indoor </li></ul></ul><ul><ul><li>Try near a food court for </li></ul></ul><ul><ul><li>a captive audience </li></ul></ul>
  16. 16. Parting Advice <ul><li>Don’t assume all media silos are the same. </li></ul><ul><ul><li>Outdoor billboard vs. Outdoor mall </li></ul></ul><ul><li>Don’t be afraid to try something new, but don’t be stupid. </li></ul><ul><ul><li>Sunday morning t.v. or pharmacy bags </li></ul></ul><ul><li>Track everything with a unique device </li></ul><ul><li>(# or url) and have specific benchmarks. </li></ul>
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×