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

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Transcript

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

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