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Udi Braun Allison Pres
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Udi Braun Allison Pres

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  • 1. Sell The Truth and Be The Media David Allison Braun/Allison Inc.
  • 2. PLEASED TO MEET YOU
    • 25 years in consumer behaviour/ ad agencies big and small
    • Taught marketing at university to MBA and undergraduate classes
    • Managed advertising for General Motors, Telus, Toyota, Westin Hotels
    • Mars Bars made me do it
  • 3. OUR COMPANY
    • Braun/Allison Inc. started in December 2005
    • We are a marketing campaign company for residential and recreational real estate developers
    • We work with developer in-house sales and marketing teams, or with sales and marketing companies hired by developers
  • 4. OUR COMPANY
    • Also in 2005 - VP Sotheby’s International Realty Canada and Blueprint Global Marketing
    • Gave our little company a lot of global experience
      • Costa Rica
      • Mongolia
      • Grenada
      • USA - Texas, Atlanta, San Diego
      • Across Canada
    • We grew to 26 people
  • 5. OCTOBER 2008
    • The sky fell, on us and on the industry we serve
    • Projects cancelled or postponed
    • Media was full of bad news stories, fuelling the fire
    • Looked around and did a lot of thinking and reading
  • 6. NOTICED 5 KEY TRENDS MERGING
    • These trends were catalyzed by the economic collapse.
    • Even with recovery, we believe the consumer has fundamentally changed
        • People want more info. About everything. Antidote to Fear.
        • Consumers expect dialogue
        • Consumers are searching for authenticity
        • Traditional advertising is working less effectively
        • Social media is becoming mainstream
  • 7. ALSO NOTICED SOME THINGS WERE THE SAME
    • Real estate marketing is still about branding
    • Branding is what people say about you when you leave the room
    • Frederick the Great of Prussia got it right
  • 8. SO, I WROTE SELL THE TRUTH
    • Now with thousands of readers globally
    • Response to the recession
    • The old ways wont work anymore
    • Old ways were based on speculative or investor buyers
    • We didn’t have to work hard
    • Buyers today are end-users – different mindset
  • 9. WHAT’S CHANGED?
    • Real estate offerings today need to brand with layers of truth, not fantasy
    • The only antidote to fear and uncertainty is information
    • Marketing Journalism not hype-and-jive
    • We call ourselves a Marketing Newsroom
  • 10. WHAT’S CHANGED?
    •   All facets must be based on truth – not just marketing  
      • Land
      • Architecture
      • Pricing
      • Spec
      • Can’t pull a fast one anymore.
      • No more A pricing for B buildings on C sites with Boffi kitchens
    •  
    • Our job today is to help buyers win the dinner party argument
  • 11. WHERE’S THE TRUTH?
    • Find out what’s out there
    • Creative Direction Session: three outcomes
      • Who are we talking to
      • Rank order our stories
        • Physical truths – bricks and mortal
        • Mental truths – location and amenities
        • Emotional truths – how do I feel
        • Spiritual truths – is this right for me
      • Establish the brand personality
    •  
    We have seven steps. Please steal these. We like to share.
  • 12. HOW DO WE FIND IT?
    • The Agreement
    • The Scrum
    • Story/Strategy development
    • Creative Capsule
    • Publishing and Feedback
    We have seven steps. Please steal these. We like to share.
  • 13. CHANNEL CHANGES
    • Websites are centre of the universe: always knew this
    • New kind of website: an information hub: CNN
    • Traditional mediums are now support mediums
      • An ad is not a salesperson
      • The law of singular focus
      • Ads and all else are directional signage
    • Need blended media – with content aligned to each kind of “cocktail party”
      • Twitter is a bar
      • Facebook is a house party 
      • LinkedIn is a boardroom
  • 14. MARKETING IS ALWAYS ABOUT SALES
    • Timing stories to support sales milestones
    • Pulse the information
    • Presidential Campaign
      • Alignment of stories in all channels
    • Engage the sales team
      • Social Media Content
      • Daily Stories
      • Feedback loop from the front lines
      • They are an audience
  • 15. THE CAMPAIGN MATRIX IS ESSENTIAL TO PLAN WHAT STORIES, WHEN, WHERE AND WHY
  • 16. BE THE MEDIA
    • 18 million Canadian are on Facebook: compare CBC
    • YouTube has one billion views a day; second to Google
    • Cuts across all ages and incomes
    • One third of the wealthy 44-65 visit networking sites
    • 95% of those with HH incomes over 100k spend 13+ hours a week online
    • 52% of the High Net Worth interviewed read blogs consistently
  • 17. BE THE MEDIA
    • For us to not embrace these new channels is negligent
    • Think of yourself, buying a car
    • Must act in concert with the old ways, aligned and properly deployed
    • This is as big as the industrial revolution
    • Will change the power structure of information forever
    • Used to be, PR and Ad space were your only options
    • Now you can be the media , and tell your own stories
  • 18.   IF YOU SELL THE TRUTH, YOU CAN BE THE MEDIA. YOU WILL HAVE NOTHING TO FEAR.
  • 19. CONCLUSION
    • If we can behave more like journalists objectively reporting the truth
    • And less like marketers with catchy slogans and pretty pictures
    • If we provide the information a prospect needs to win the dinner party argument
    • We have a chance to earn back the respect of our audience
  • 20.   IF WE CAN SELL THE TRUTH, WE CAN ALL BE PROUD OF WHAT WE DO AND THAT IS WORTH CELEBRATING!

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