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GAA 2010 -- Marketing Mishaps


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Georgia Apartment Association 2010 Educational Conference session titled "Marketing Mishaps", presented by Virginia Love of Waterton Residential and Kara Rice of Grace Hill.

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GAA 2010 -- Marketing Mishaps

  1. 1. OOPS! Marketing Mishaps <br />GAA 2010<br />October 2, 2010<br />Virginia Love & Kara Rice<br />
  2. 2. Sometimes, mistakes are obvious…<br />
  3. 3. Soon Fat Chinese Take Away<br />
  4. 4. Me Buy Gold<br />
  5. 5. Green Pastures Commons<br />
  6. 6. Crapi Apartments<br />
  7. 7. Sometimes, you’re able to perfectly communicate your message simply…<br />
  8. 8. No Unattended Kids<br />
  9. 9. In Case There Was Any Confusion<br />
  10. 10. Maybe product placement is the issue?<br />
  11. 11. Cheap Airport Parking<br />
  12. 12. Airport Security Bin<br />
  13. 13. Luggage Tag<br />
  14. 14. KFC Double Down<br />
  15. 15. The Iceberg Effect:<br />10% what you see<br />90% what you don’t<br />
  16. 16. Failure falls into two categories: <br />
  17. 17. Bad Ideas<br /><ul><li> You can’t “outcool” Apple, so don’t even try
  18. 18. Marketing with benefits and brand trumps marketing with data points
  19. 19. Not considering your audience
  20. 20. K.I.S.S</li></li></ul><li>Bad Execution<br /><ul><li> No overall objective
  21. 21. No testing
  22. 22. No tracking device</li></li></ul><li>You own it ALL!<br />
  23. 23. Take Responsibility<br />For What’s Out There<br /><ul><li> Print and Internet Ads
  24. 24. Photos…just plain ugly
  25. 25. Social Media Posts</li></li></ul><li>Take Responsibility For What’s Out There<br /><ul><li>Broken links are unacceptable</li></li></ul><li>Take Responsibility For What’s Out There<br />Advertised Actual <br />
  26. 26.
  27. 27.
  28. 28.
  29. 29.
  30. 30.
  31. 31.
  32. 32.
  33. 33. Review Sites<br />
  34. 34. Apartment Ratings,<br /><ul><li> Respond
  35. 35. Apologize
  36. 36. Move On</li></li></ul><li>Apartment Ratings,<br />BAD…REALLY BAD:<br />LOUD construction going on outside my window starts at 6:30am. This vibrates my apt. and between the drilling and hammering I can't hear myself think. Security is a nightmare as any guest you bring back will have to wait in a 20 min line to get their photo taken. Then you have to wait another 20 min in line waiting for another elevator. They say they have 4 elevators per tower but only 2 works at a time. Management double booked my move in elevator and I had to complete with a mean woman who was yelling at me that "this ain't my problem". I would NOT recommend this place to anybody! Downtown Ghetto <br />
  37. 37. Apartment Ratings,<br />BETTER!<br />When I first considered Presidential Towers and I came in and spoke to a representative and got a tour, I absolutely fell in love with it. However, by accident, while I was online at home, I came upon reviews for Presidential Towers and was surprised by all the negative remarks. I read almost all the reviews, complaining, bad management, raised prices for things that were once free, etc.<br />
  38. 38. Apartment Ratings,<br />BETTER! (continued) <br />At the time, I had a friend who was living in PT and I asked him how he felt about living here and when he heard of the negative reviews, he was just as shocked as I was. He said his apartment was absolutely spotless when he moved in, maintenance seemed on task, and the staff was friendly. Knowing him personally, I decided to take his word for it over the reviews online despite my skepticism and I am very happy that I did.The fact of the matter is, people don't usually to go out of their way to write reviews unless they have something negative to say. There are tons of other people here who seem to enjoy PT, but where are their reviews?<br />
  39. 39. Craigslist: The Bad, The Terrible, The Why Even Bother<br />
  40. 40. What’s in Your Title? Long Tail Searches!<br />GOOD:<br /><ul><li>Great Deal and Convenient Walk to Piedmont Park, Cafes, and MARTA. PETS WELCOMED.
  41. 41. One Bedroom w/ Flex Space, FREE WIFI, $749! It’s an Office, Guest Room…YOU DECIDE
  42. 42. 2 Bedroom with Washer/Dryer in the heart of Buckhead for $999 per month. No Deposit!
  43. 43. Short Term Rental in Downtown Chicago, $1795 per month. Free Parking!</li></li></ul><li>What’s in Your Title? Long Tail Searches!<br />And the NOT SO GOOD:<br /><ul><li>NoHoFoSho Junior 1 Bedroom
  44. 44. Apartment with bedrooms for rent
  45. 45. Pool, Fitness Center, etc
  46. 46. Oh Yeah, This Apartment Has All the right Stuff</li></li></ul><li>Too Much Info!<br />How do you eat an elephant?<br /><ul><li> Sell ONE apartment
  47. 47. Use bullets
  48. 48. Include floor plan
  49. 49. Photos of targeted apartments
  50. 50. TRACK RESULTS</li></li></ul><li>Improving Search Engine Optimization<br />
  51. 51. Good SEO Strategy<br /><ul><li>Dynamic Content
  52. 52. Low Bounce Rate
  53. 53. Competitive Key Words
  54. 54. Internet Mapping
  55. 55. Google Maps
  56. 56. Bing Locator
  57. 57. Yahoo Local Listing
  58. 58. Optimize Domain Selection
  59. 59. Mega-Tags
  60. 60. Titles
  61. 61. Mobile Site
  62. 62. Blog
  63. 63. Updated Content
  64. 64. Flash</li></li></ul><li>BEFORE:<br />Enter Another Dimension...A world of leisure, elegance and sophistication. At the Meridian we have combined the ultimate in luxury living with an atmosphere designed for your lifestyle. Inside your home you’ll find thoughtful touches of crown molding accents, designer carpeting and gas fireplaces in addition to fully equipped gourmet kitchens and garden-style oval soaking tubs. Discover a home created for you, and step into another dimension at The Meridian.<br />
  65. 65. AFTER:<br />Meridian apartments in Hot Coffee, MS offers spacious studios, 1 and 2 bedroom apartments for rent with washers and dryers in all homes, gas ranges, microwaves, central heating and air, and private patios or balconies. Our pet friendly community is gated for privacy and features 2 swimming pools, 3 spas, private yards, a fitness center and play areas. Garages with remotes are available starting at only $55.00 per month. Our and professionally managed apartment community is just minutes from the 285 freeway, Downtown Atlanta and Emory University. <br />
  66. 66. Lazy Marketing Mistakes<br />
  67. 67. Nothing Happens Until a Sale is Made<br /><ul><li> Create budget first, goals second (if at all)
  68. 68. Being a one-day wonder
  69. 69. Delegate then gone
  70. 70. Not consulting the sales force</li></li></ul><li>It Ain’t Sexy…but It’s Profitable<br />
  71. 71. Tracking Results<br /><ul><li>Ready, Aim, Fire beats Ready, Fire, Aim every time!
  72. 72. Unique phone
  73. 73. Unique URL
  74. 74. Inexpensive Splash Page</li></li></ul><li>Know your audience<br />
  75. 75. Who, Where, When?<br />
  76. 76. The Audience<br />
  77. 77. The Marketing Initiative<br />
  78. 78. The Audience<br />
  79. 79. The Marketing Initiative<br />
  80. 80. People hate to be humiliated<br />
  81. 81. Example A: This is Brad<br />
  82. 82. Disconnect dooms your initiative<br />
  83. 83. Think your idea ALL the way through<br />
  84. 84. Chevy Tahoe gets more than they bargained for<br />Click to Play<br />
  85. 85. Kings Crossing Apartments,<br />Las Vegas<br />“Where we treat you like royalty”<br />If it’s easy and obvious….beware!<br />
  86. 86. Watch your spending. Your clients are.<br />
  87. 87. Customers Resent Frivolous Spending<br />“You guys are getting fancy new furniture in the clubhouse but you can’t fix my leaking roof?!”<br />
  88. 88. When Good Gifts Go Bad<br /><ul><li> Thanks for “Bearing” with us
  89. 89. I have an idea where you can put this Monte Blanc pen
  90. 90. While my project was delayed, you had time for re-branding?</li></li></ul><li>Social Media is a game changer<br />
  91. 91. “Too Fat to Fly” scandal unfolds over Twitter<br />
  92. 92. SM changes Customer Service forever<br />BEFORE:<br />Unhappy customer tells 11 people<br />TODAY:<br />Unhappy customer tells 1100 people… or 11,000<br />
  93. 93. Lost in Translation<br />
  94. 94.
  95. 95. Case Study:Presidential Towers<br /><ul><li> Attitudes improve when you are transparent
  96. 96. If you can’t dress it up, don’t
  97. 97. Act, don’t react
  98. 98. Never under-estimate good PR
  99. 99. Change isn’t hard… it’s REALLY hard</li></li></ul><li>Case Study:Presidential Towers<br /><ul><li> We decided to OWN IT</li></li></ul><li>Case Study:Presidential Towers<br /><ul><li> We decided to OWN IT</li></li></ul><li>Case Study:Presidential Towers<br />What I learned for $175,000:<br /><ul><li> Segmentation studies
  100. 100. Focus Groups
  101. 101. Other expensive feedback </li></li></ul><li>Case Study:Presidential Towers<br /><ul><li> Your Choice Sweepstakes</li></ul>RESULTS:<br />8000+ Online Entries<br />2800+ Unique Registrants<br />1500+ Twitter Followers<br />12,500 reached w/ street teams<br />64 Referrals w/ RMOL<br />
  102. 102. Virginia Love<br />Kara Rice<br />GAA 2010<br />October 2, 2010<br />Virginia Love & Kara Rice<br />