Do you have what it takes to be America’s Next Top Multifamily Marketer? In today’s competitive environment, it takes a fierce marketing strategy to position your company and communities ahead of the competition; and this session will equip you to make-over your existing marketing plan into a Super Model of success. You’ll learn the key characteristics that speak desirability to today’s consumer; how to create a truly unique selling proposition that far outshines the competition; the hottest advertising vehicles available today and how to use and leverage them for maximum ROI; when, where and how to market to today’s sales-savvy consumers in ways that they’ll accept; and much, much more!

1. AMERICA’S NEXT top marketer top marketer AMERICA’S NEXT This could be you Multifamily >

3. what is marketing?

4. more than logos & slogans

5. more than brochures & ad placements

6. “ Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”

8. Customer First All the activities and programs to attract new customers, keep existing ones happy and communicate with the market place in general

9. Ways companies communicate the value of their products or services to ME (consumers and stakeholders)

10. consumer insights

11. Customer service is more important than ever

12. Photo from Curtis Cronn

13. Consumers want to be involved

14. Consumer Actionism consumers -- when empowered to take action

15. Consumers want the ability to personalize and evangelize

17. Trust DEFICIT

18. Photo from epicharmus

19. Mindless to mindful consumption

20. Photo by Mike_tn

21. Values Matter

22. Seventy-one percent of people said, "I make it a point to buy brands from companies whose values are similar to my own." Nearly the same number rejected companies whose values don't match. As chief insights officer for Young & Rubicam John Gerzema Photo by IXQUICK

23. Gestures must go beyond words. Persuasion is no longer enough.

24. 12% growth in sales Buyer-Reassurance Program

25. I trust people like me

26. Study here Photo by Oude School Trust in “a person like me” increased from 20% in 2003 to 68% in 2006

27. Move to meet the demand of the consumer Cling to the past and potential elimination is in your future Seize the opportunity and growth will be yours

28. planning your marketing

30. Photo by docman Robert Middleton http://www.actionplan.com/

31. Marketing goals can not be meaningful if they are not tied into your overall business goals

32. strategic thinking

33. Strategy vs. Tactics Strategy Overall perspective that guides your decisions Tactics Specific actions you’ll take to accomplish plan

34. A strategy is different from a tactic - many tactics may be deployed as part of a single strategy

35. “ The right strategy makes any tactic work better. The right strategy puts less pressure on executing your tactics perfectly.” Seth Godin

36. Goals then Strategy then Tactics win the war divide and conquer CIA gathers intelligence Navy knocks out communications Paratroopers secure airports Infantry invades Hand-to-hand combat Goal Strategy Tactics

37. The Strategy/Operations Relationship

38. The Strategy/Operations Relationship

39. SWOT analysis

40. Used to identify the key internal & external factors that are important to an organization meeting its objective

42. Photo by Omar Eduardo

43. Photo by docman Draw your SWOT www.smartdraw.com/ SWOT template www.mindtools.com/

44. marketing mix

47. 4Ps provide a simple structure for product in terms of creation, price, placement and distribution – but what about service?

48. 3 additional services Ps

49. 3 additional services Ps People make or break the marketing message of the service

50. 3 additional services Ps People Physical Evidence clearly communicates -documentation is the evidence

51. 3 additional services Ps People Physical Evidence Process makes it easy for consumers to understand the service and how it’s used

52. 7Ps allow for successful marketing

53. Your audience

54. Who are your customers?

55. How do you connect with them?

56. How do they connect with you?

57. Why do they do business with YOU

58. story telling

59. Do you have a story?

61. Brands that have stories do better than brands without stories

62. selling proposition

63. Unique Selling Proposition: any aspect of a brand that differentiates it from similar objects.

64. “ You get fresh, hot pizza delivered to your door in 30 minutes or less -- or it’s free.”

65. “ Melts in your mouth, not in your hand.”

66. “ Melts in your mouth, not in your hand.”

67. Lucky for you shelter is a BASIC NEED!

68. Photo by Omar Eduardo

69. market segments

70. sub-set of an audience sharing characteristics that cause them to demand similar products and/or services

71. Market Segment examples Age Gender Price Interests

72. Students free wifi fun neighborhood close to campus Parents safe well-lit affordable

73. media channels

75. What channels performed the strongest for your company? Source: Datran Media

76. Source: Datran Media

78. social media

79. Source: CMO.com

80. It’s okay if every channel isn’t for you. You shouldn’t be all things to all people. Go back to your unique selling proposition and audience to determine where you should be.

81. return on investment

82. measure of the financial gain/loss of a project in relation to its cost Return On Investment

83. Positive ROI validates the use of your time and resources

84. measuring ROI

85. Source: Datran Media Measure Adjust

87. Source: Datran Media

88. Photo by docman Analytics google.com/analytics onclick - event track Link click tracking http://bit.ly/ Find what people are saying about … google.com/alerts Twitter Chatter tweetbeep.com Many Channels hootsuite.com Facebook Insights Twitter Ranking klout.com twittergrader.com

89. Budget setting

90. Counselors to America’s Small Business & the U.S. Small Business Administration define the variable for a proper marketing budget to be between 2% and 10% of sales . Some B2Cmarketing budgets exceed 20% during peak brand-building years.

91. multifamily marketing issues

92. Traffic Generation

93. Strength your USP Leverage your opportunities Measure measure measure

94. Finite Resources

95. Reduce Reuse Recycle Rethink

96. Buy in from the TOP

97. Tie marketing goals back to business goals – measure and prove the ROI

98. TIME

99. No matter the size of your organization you must WORK SMARTER

100. Insanity: doing the same thing over and over again and expecting different results. Albert Einstein Photo by duncandavidson