Udi Braun Allison Pres

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Udi Braun Allison Pres

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