Transcript Creating Competitive ADvantage in the Marketplace

Taking
ADvantage:
Creating Competitive
ADvantage in the Marketplace
Presented by Tracey Hopkins
Jumpstart Marketing
Presented by Tracey Hopkins
www.jumpstartonline.net
Brainstorming Sessions 03
Taking Advantage:
The Basics
Include in Every
Ad:
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____________ is the KEY to successful ad campaigns.
And now a word
from our
sponsor…
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Presented by Tracey Hopkins
www.jumpstartonline.net
Brainstorming Sessions 03
3 Elements in Print Ads:
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90% of the
time
the sell copy or
“body” of the
ad doesn’t get
read. Focus on
the headline &
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subhead
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ALWAYS Design Print Ads to
include:
White Space, property logo, phone
number,
address,
webBrainstorming
site address
Presented
by Tracey Hopkins
www.jumpstartonline.net
Sessions 03
“Never underestimate the
power of a well designed
brochure! It’s the silent
leasing consultant sitting
in the passenger seat with all
the competitors.”
tracey hopkins
Use a design firm to help
you plan all of your pieces
for the year with an easy
reorder system. At the
minimum each site needs:
2,500-5,000 Brochures
Letterheads / envelopes
Blank notes / envelopes
Business cards
Marketing cards
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Planning Your
Collateral
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Large Floorplans
Contact Information
Fair Housing Logo
Presented by Tracey Hopkins
www.jumpstartonline.net
Brainstorming Sessions 03
Types:
Billboards, bus
shelters/benches,
stadium displays, mall
and airport signs, bus
cards and Taxi tops
A Successful
Outdoor ad has:
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Use 6-8 Words
Big & Simple
Graphics
Avoid ALL CAPS
Vary Font Size
Readable Font
Outdoor ads are:
80% less expensive than TV
60% less expensive than
newspaper
50%
lesswww.oaaa.org
expensive than
Visit
radio
or www.srds.com
for more
assistance.
Presented by Tracey Hopkins
www.jumpstartonline.net
Brainstorming Sessions 03
Let’s Focus on Web Sites…
Your web address is your phone number for the next century-include it in everything
Elements of Successful Websites:
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Put your URL on
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everything…
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Advertising
Yellow Pages
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Print
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Brochures
Business Cards __________________
Career apparel __________________
and name tags
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Signage
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Voice Mail
Anything that has__________________
your property
name!
To Storyboard the Web
Site, you are basically
doing a comic-strip type
of presentation of how
the site will look and
sound.
Presented by Tracey Hopkins
www.jumpstartonline.net
Brainstorming Sessions 03
31 Ways in Which
Advertising
Appeals to the
Consumer
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Taste or hunger
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Comfort
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Beauty
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Attractiveness to
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others
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Well-being of loved
ones
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Adventure or bravery •
Superiority over others •
Physical well-being •
Security
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Fear
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Fun and Games
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Economy
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Efficiency
Cleanliness
Safety
Happiness
Romance and/or sex
Excitement
Rest
Ambition
Sympathy
Guilt
Avoidance of pain
Entertainment
Curiosity
Hope
Use this checklist to note
• Dependability
appeals made to the
consumer both by you and
• Durability
your competition
• Peace
Presented by Tracey Hopkins www.jumpstartonline.net Brainstorming Sessions 03
Customer Contact Points
From A to Z!
To maximize the effectiveness of your marketing communications program, reach your
potential customers at the most productive times and in the most productive
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Airport
Amusement park
Audiotape
Auto dealership
Auto repair shop
Auditorium
Balloons
Bar or tavern
Bathroom
Beach
Bike path
Boat
Bowling alley
Bus
Bus Shelter / bench
Calendar
Car
Car rental agency
Car wash
Catalog
CD
Church
Circus
Clock
Clothing
Computer
Conference
Convention
Coupon
Daycare center
Dentist’s office
Doctor’s office
Drug store
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Presented by Tracey Hopkins
Elevator
Entrance to
someplace
Exit from
someplace
Fair
Fax
Gas station
Golf course
Grocery store
Health club
Hospital
Hotel
Hotel room
Jogging path
Kiosk
Laundromat
Magazine
Mail
Mall
Military base
Motel
Motel room
Museum
Newspaper
Nursing home
Office
Package
Parade
Park
Phone booth
Playground
www.jumpstartonline.net
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Program
Radio
Resort
Restaurant
Retirement
community
School
Ski hill
Sports event
Stadium
Store
Street Corner
Swimming pool
Synagogue
Taxi
Television
Theater
Toll booth
Trade show
Train
Train station
Travel agency
Video rental store
Waiting room
Wall
Window
Yard
Yellow pages
Zoo
Brainstorming Sessions 03
35 Ways in Which
Advertising Gets
Attention &
Communicates
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Humor
Real-life dramatizations
Slices of life
Testimonials
Guarantees
Comparisons
Problem solving
Characters
Talking heads
Recommendations
Reasons why
Facts
News
Emotion
Cartoons
Animation
Charts
Source: Advertising &
Marketing Checklists
Ron Kaatz
Presented by Tracey Hopkins
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Computer graphics
Claymation
Music
Symbols
Animals
Contests and sweepstakes
Offers
Exaggeration
Glamour
Personalities
Spokespersons
800, 888, 900 numbers
The product alone
Different uses for the
product
Effects of not using the
product
Before and After
The package as the star
www.jumpstartonline.net
Brainstorming Sessions 03
Miscellaneous
Notes
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Presented by Tracey Hopkins
www.jumpstartonline.net
Brainstorming Sessions 03