Nick dimitrakiou&davidmarine
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This document discusses how media buys are no longer effective and media partnerships are more valuable. It highlights the importance of empathy in forming connections between brands and consumers. It then provides an example of a successful media partnership campaign between Coldwell Banker Real Estate and Major League Baseball that focused on the value of home through various engagement efforts. This campaign generated over 6 million social media engagements and established a foundation for renewing and expanding the partnership.
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Nick dimitrakiou&davidmarine
- 1. Media Buys Are Dead. Long Live Media Partnerships. David Marine – VP of Brand Engagement, Coldwell Banker Real Estate Nick Dimitrakiou – CEO, Convidence
- 4. Herbert A. Simon “In an information-rich world, the wealth of information means a dearth of something else… What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention.”
- 5. How do you breakthrough?
- 6. 6 em•pa•thy /ˈempəTHē/ noun The ability to step into the shoes of another person, aiming to understand their feelings and perspectives and to use that understanding to guide our actions.
- 7. 7 That means feeling into the emotions of people.
- 8. Because empathy is a story about human relationships.
- 9. …even between brands and people.
- 10. The value of a home.
- 11. Holding up a mirror to consumers.
- 13. There’s no place like home.
- 14. • Baseball and home are synonymous • Seasons for MLB & real estate are aligned • MLB players travel more than any other athlete • Does home mean as much to them as it does to us?
- 19. More than just media… • Network engagement • Posters • Weekly emails • Local “captains” on social • PR outreach • Social media push • Created promotional assets • Connected w/ players & teams • Site promotion • Extended “Home Field” to TV • Comcast Sports • ESPN Baseball Tonight
- 20. Why MLB?
- 21. Results!
- 22. Results? • Over 6 million social engagements • Avg. time spent = 3.5 minutes • Top tier partnership for network • Created a baseball platform that could be built out • Renewing campaign in 2015 • Gave birth to TV creative
- 24. ©2015 Coldwell Banker Real Estate LLC. Coldwell Banker® is a registered service mark owned by Coldwell Banker Real Estate LLC. An Equal Opportunity Company. Equal Housing Opportunity. Each Office Is Independently Owned And Operated.
Editor's Notes
- Our Objective was to satisfy two audiences: Consumers & Affiliate Network How conversation started – Spoke to leagues, but non carried the heritage that we felt aligned with the American dream of owning a home better than MLB. Americas past time, American Dream of Home Ownership The conversation was less about how much, and ALL about the great things we could both do to benefit from each other. Shortly after launch, we saw an immediate value that went above and beyond: extra players, special programs for local offices (all star) etc Examples of Minnesota – video, all-star game, etc? Talent started approaching us – wanting to tell their story
- While we can talk about the millions of views, and comments etc – I’d like to spend the next few minutes talking about the intangible benefits – the connections MAYBE ??? Reference Bud TV, arguably the biggest flop or was it slightly ahead of its time and without proper focus. They focused on entertainment – still do. We’ll brand it, and drive people to it. Even their YT channel today is about Entertainment – are consumers connecting with their brand? What if the content they produced focused on how to make beer? Dark, light, hops, wheat etc etc…and what if they chose to distribute content rather than driving to a destination? We own the content- distribute native etc. How do we know our efforts are connecting? Dozens of athletes have reached out to us wanting to share their story: Athletes from South America wanting to share their struggles and successes of of their journey – tied back to home. Since redefining our story around “value of a home” we’ve seen almost every competitor in our space make a shift in their strategy. Were seeing our network activate and get behind this story unlike any other marketing efforts in the last 10 yrs…needs validation??? Local activation in TV markets – David might be able to share some insights???