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Advertising:  From Mad Men to Social Media Madness © 2011 Whizbang
The Good Old Days Of Advertising © 2011 Whizbang
That Was Then <ul><li>Print </li></ul><ul><li>TV </li></ul><ul><li>Radio  </li></ul>© 2011 Whizbang
This Is Now <ul><li>Print </li></ul><ul><li>TV </li></ul><ul><li>Radio </li></ul><ul><li>Direct Mail </li></ul><ul><li>Soc...
Things To Consider <ul><li>Forrester research reports  the amount of time Americans spend watching TV has remained roughly...
Things To Consider © 2011 Whizbang
Things To Consider <ul><li>Neilson reports 75% of all Americans are on social networks. </li></ul><ul><li>25% of all onlin...
Things To Consider <ul><li>250 million people log into Facebook for an average of 55 minutes every day. </li></ul>© 2011 W...
Things to consider <ul><li>Women make 80% of all buying decisions of consumer goods.  </li></ul><ul><li>Women have a veto ...
Things to consider <ul><li>2009-2010 Seller report </li></ul>© 2011 Whizbang
What’s a Real Estate Advertiser To Do? © 2011 Whizbang
Let’s Talk About The Fundamentals © 2011 Whizbang
Whizbang 4c’s <ul><li>Clarity </li></ul><ul><li>Consistency </li></ul><ul><li>Creativity </li></ul><ul><li>Commitment </li...
1. Clarity <ul><li>Clear budget </li></ul><ul><li>Clear marketing goal </li></ul><ul><li>Clear brand positioning </li></ul...
2. Consistency <ul><li>Consistent brand image </li></ul><ul><li>Consistent brand message </li></ul><ul><li>Consistent medi...
2. Consistency <ul><li>Consistent brand image </li></ul><ul><ul><li>Is your advertising brand image consistent with your p...
2. Consistency <ul><li>Consistent brand message </li></ul><ul><ul><li>Is your advertising messaging consistent with your b...
2. Consistency <ul><li>Consistent media presence </li></ul><ul><ul><li>Do you have a consistent advertising presence to ac...
3. Creativity <ul><li>Creativity with your advertising </li></ul><ul><li>Creativity with your media </li></ul>© 2011 Whizb...
3. Creativity <ul><li>Creativity with your advertising </li></ul><ul><ul><li>Is your advertising relevant, engaging, memor...
3. Creativity <ul><li>Creativity with your media </li></ul><ul><ul><li>Are you using the media as your message? </li></ul>...
4. Commitment <ul><li>Commitment to advertising success </li></ul><ul><ul><li>Are you willing to do what it takes (The fou...
There Is Only One Silver Bullet in Advertising <ul><li>Think deep and wide engagement. </li></ul><ul><li>Communicate acros...
Follow the 70-20-10 Rule <ul><li>70% of your budget/resources should go into marketing strategy that are proven to work an...
Follow the 70-20-10 Rule <ul><li>20% of your marketing budget should go to figuring out whether there are opportunities to...
Follow the 70-20-10 Rule <ul><li>10% of your marketing budget should be spent on &quot;wild skunk-work&quot; ideas for new...
Advertising is No Longer a One Way Street… © 2011 Whizbang
It’s a Two Way Street (A Cul De Sac) © 2011 Whizbang
Have An Open House Attitude. © 2011 Whizbang
Thank You! <ul><li>We wish you great success. </li></ul>© 2011 Whizbang
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Advertising From Mad Men to Social Media Madness

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This is a presentation Whizbang gave to the SLO Association of Realators®. It covers social media's role in real estate marketing.

Published in: Business, News & Politics
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Transcript of "Advertising From Mad Men to Social Media Madness"

  1. 2. Advertising: From Mad Men to Social Media Madness © 2011 Whizbang
  2. 3. The Good Old Days Of Advertising © 2011 Whizbang
  3. 4. That Was Then <ul><li>Print </li></ul><ul><li>TV </li></ul><ul><li>Radio </li></ul>© 2011 Whizbang
  4. 5. This Is Now <ul><li>Print </li></ul><ul><li>TV </li></ul><ul><li>Radio </li></ul><ul><li>Direct Mail </li></ul><ul><li>Social Media </li></ul><ul><li>Online </li></ul><ul><li>Email </li></ul><ul><li>Trade Shows </li></ul>© 2011 Whizbang
  5. 6. Things To Consider <ul><li>Forrester research reports the amount of time Americans spend watching TV has remained roughly the same in the past five years. </li></ul><ul><li>Internet use has increased by 121% in the same time frame. </li></ul>© 2011 Whizbang
  6. 7. Things To Consider © 2011 Whizbang
  7. 8. Things To Consider <ul><li>Neilson reports 75% of all Americans are on social networks. </li></ul><ul><li>25% of all online time is on social networks. </li></ul>© 2011 Whizbang
  8. 9. Things To Consider <ul><li>250 million people log into Facebook for an average of 55 minutes every day. </li></ul>© 2011 Whizbang
  9. 10. Things to consider <ul><li>Women make 80% of all buying decisions of consumer goods. </li></ul><ul><li>Women have a veto vote on the other 20% of purchase decisions. </li></ul><ul><li>Women make up 60% of Facebook’s 600 million users </li></ul>© 2011 Whizbang
  10. 11. Things to consider <ul><li>2009-2010 Seller report </li></ul>© 2011 Whizbang
  11. 12. What’s a Real Estate Advertiser To Do? © 2011 Whizbang
  12. 13. Let’s Talk About The Fundamentals © 2011 Whizbang
  13. 14. Whizbang 4c’s <ul><li>Clarity </li></ul><ul><li>Consistency </li></ul><ul><li>Creativity </li></ul><ul><li>Commitment </li></ul>© 2011 Whizbang
  14. 15. 1. Clarity <ul><li>Clear budget </li></ul><ul><li>Clear marketing goal </li></ul><ul><li>Clear brand positioning </li></ul><ul><li>Clear advertising objective </li></ul><ul><li>Clear advertising strategy </li></ul><ul><li>Clear target audience </li></ul><ul><li>Clear media objective </li></ul><ul><li>Clear media strategy </li></ul><ul><li>Clear metrics for success </li></ul>© 2011 Whizbang
  15. 16. 2. Consistency <ul><li>Consistent brand image </li></ul><ul><li>Consistent brand message </li></ul><ul><li>Consistent media presence </li></ul>© 2011 Whizbang
  16. 17. 2. Consistency <ul><li>Consistent brand image </li></ul><ul><ul><li>Is your advertising brand image consistent with your positioning? </li></ul></ul><ul><ul><li>Is your advertising brand image consistent across all media channels? </li></ul></ul><ul><ul><li>Is your advertising brand image consistent with all other consumer touch points? </li></ul></ul>© 2011 Whizbang
  17. 18. 2. Consistency <ul><li>Consistent brand message </li></ul><ul><ul><li>Is your advertising messaging consistent with your brand positioning? </li></ul></ul><ul><ul><li>Is your advertising messaging consistent across all media channels? </li></ul></ul><ul><ul><li>Is your advertising messaging consistent across all consumer touch points? </li></ul></ul>© 2011 Whizbang
  18. 19. 2. Consistency <ul><li>Consistent media presence </li></ul><ul><ul><li>Do you have a consistent advertising presence to achieve your advertising objective (frequency and reach)? </li></ul></ul>© 2011 Whizbang
  19. 20. 3. Creativity <ul><li>Creativity with your advertising </li></ul><ul><li>Creativity with your media </li></ul>© 2011 Whizbang
  20. 21. 3. Creativity <ul><li>Creativity with your advertising </li></ul><ul><ul><li>Is your advertising relevant, engaging, memorable and actionable? </li></ul></ul>© 2011 Whizbang
  21. 22. 3. Creativity <ul><li>Creativity with your media </li></ul><ul><ul><li>Are you using the media as your message? </li></ul></ul>© 2011 Whizbang
  22. 23. 4. Commitment <ul><li>Commitment to advertising success </li></ul><ul><ul><li>Are you willing to do what it takes (The four C’s) to ensure success? </li></ul></ul>© 2011 Whizbang
  23. 24. There Is Only One Silver Bullet in Advertising <ul><li>Think deep and wide engagement. </li></ul><ul><li>Communicate across multiple channels. </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Linkedin </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Print </li></ul></ul><ul><ul><li>TV </li></ul></ul><ul><ul><li>Radio </li></ul></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Blogs </li></ul></ul>© 2011 Whizbang
  24. 25. Follow the 70-20-10 Rule <ul><li>70% of your budget/resources should go into marketing strategy that are proven to work and you know will work, supporting existing the product/line of business. </li></ul>© 2011 Whizbang
  25. 26. Follow the 70-20-10 Rule <ul><li>20% of your marketing budget should go to figuring out whether there are opportunities to better the ROIs. </li></ul>© 2011 Whizbang
  26. 27. Follow the 70-20-10 Rule <ul><li>10% of your marketing budget should be spent on &quot;wild skunk-work&quot; ideas for new products or disruptive innovation. </li></ul>© 2011 Whizbang
  27. 28. Advertising is No Longer a One Way Street… © 2011 Whizbang
  28. 29. It’s a Two Way Street (A Cul De Sac) © 2011 Whizbang
  29. 30. Have An Open House Attitude. © 2011 Whizbang
  30. 31. Thank You! <ul><li>We wish you great success. </li></ul>© 2011 Whizbang
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