Kari Warren - Marketing Initiatives That Didn't Work AIM 2010
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The document discusses various marketing campaigns used by AvalonBay Communities, classifying some as "The Good", "The Bad", and "The Ugly". Subway and cinema advertising generated leads effectively but were costly per lead. Event sponsorships boosted brand awareness but few leases. Coffee promotions raised brand awareness at low cost but without immediate results. Fortune cookie and mall advertising campaigns failed to generate results due to inappropriate targeting and lack of tracking. Effective marketing requires strategy, testing, and tracking to specified benchmarks.
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