Transcript Marketing With Little or No Money Moderated by Jon Barrett

Marketing With
Little or No
Money
Moderated
by Jon Barrett
Presented by
Esther Bonardi-Basden
Tracey Hopkins
Kate Good
& Carol Levey
Marketing with Little
or No Money
Presented by
Esther BonardiBasden
A Few Truths About
Low-cost Marketing
• It takes more effort…many
small efforts create a big
impact
• It requires your BEST
people
• It can be difficult to track
Before You Begin…
• Nail down your
positioning
statement…what
is your message?
• Find your target
audience
www.homeadvisor.com -neighborhoods
• Make a Written
Plan!
Missed
Opportunitie
s
 Look around your
community
 Study your budget
 You’ll find
marketing
opportunities in the
most unlikely places
Missed Opportunities
Your clubhouse or
community center
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Boy Scouts, Girl Scouts
Indian Guides/Princesses
Weight Watchers
Direct Sales Meetings
Merchant open houses
Senior meetings
Missed Opportunities
Move In Gifts
Send to the office
Gifts you can share-www.cookiemunchers.com
Change of address cards—resource:
www.postcardprinting.com
Wearable or portable gifts
Missed Opportunities
Turn Every
Outing into
Outreach
The hardware store
The bank
The post office
Lunch!
The
Ideavirus
Just what the
(marketing)
doctor
ordered
Creating the
Ideavirus
Start with a
STRONG IDEA
•Your positioning
statement
•Center around
your most unique
selling
propositions
Creating the
Ideavirus
•Plant it with
“Sneezers”
•Public places are
great breeding
grounds
Creating the
Ideavirus
•Re-infect again
and again…or the
virus will run its
course
Ideas, Ideas,
Ideas…
• Gift with purchase
• Magazine
marketing
• E-mail pass-alongs
• Hospitality baskets
• “Bookmark-eting”
Ideas, Ideas,
Ideas…
• Turn your car
into a mobile
billboard
• Use full size
greeting cards
for follow up
Ideas, Ideas, Ideas…
Remember…let your imagination—
not your budget—determine your
success!
50 Nifty-Thrifty Ideas for
Marketing with Little or
No Money
Presented by
Carol Levey
Levey Enterprises, Inc.
I.T. Partners
Pets Smart
•
Business Cards with Red Ribbon,
Miniature Dog Bones & Catnip
•
Pet Bowls with Name.
•
Advertise Online Free:
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The Humane Society www.rentwithpets.com
Pets R’ Welcome - www.petsrwelcome.com
Pets Smart
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Family Photo with Pets
Pet Parade
Petting Zoo
Outreach Marketing
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Human Resources/
Travel Departments
Out-of-State Corporations
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Fed-Ex
E-mail Campaigns
Resident Referral
Outreach Marketing
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Realtors
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Hospitals
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Presentations & Weekly Sales Meetings
Brochures – Agent’s Mailboxes
Admissions
Vocational Schools, Colleges &
Universities
•
On-site Rental Orientation
Community Outreach
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Charity
High Tea Time
Monthly Art
Shows
“Taste of the
Good Life”
Blood Drive
Adopt-aHighway
Community Outreach
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Press Releases
Write Articles for
Local Newspapers
and Publications
Teach “RentalRelated” Classes
Speak at High
Schools and
Community
Colleges
Community Outreach
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Testimonials – Satisfied
Customers
Competition – Outreach
Career Fairs
Bridal Shows
Chamber of Commerce
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Mixers
Committees
Events
Community Outreach
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Q&A Columns –
Local Newspapers
Radio Hotline
Public Service
Announcement
Group Advertising
Congratulatory
Cards
Resident Outreach
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After School Activity Center
Use a Converted Laundry
Room or Vacant Apartment.
Move-in Day Care
Themes and Events
Resident Outreach
• Free/Discounted Travel
• Consumer Interest Classes
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Foreign Languages
Computer
Internet
Investments
Estate Planning
Home Buying
Health and Fitness
Resident Outreach
• Free/Discounted Travel
• Consumer Interest Classes
• Foreign Languages
• Computer
• Internet
• Investments
• Estate Planning
• Home Buying
• Health and Fitness
For Safety’s Sake
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Crime Stoppers/ Workshops
Neighborhood Watch Meeting
Safety Workshops w/
Corporate Sponsor
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Pool
Fire
Fingerprinting
Resident
Retention
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Monthly Customer Care Program
Community Newsletter
Resident
Retention
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Pamper Day
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Invite a local spa and/or other
organizations to do free stuff.
Massages
• Makeovers
• Manicures
• Pedicures
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Resident
Retention
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Sports Night
Community Teams
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Bowling
Softball
Volleyball
Surrounding
Merchants
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Grab Bag Coupons
Grocery Stores
Malls
Dry Cleaners
Restaurants
Marketing With
Little or No Money
Presented by
Kate Good
Net Mystery Shopper
Check out
SMMOnline.com
for free electronic
greeting cards made just
for the apartment
industry!
Just In Time
Ideas!!
•Idea Banks
•Message Boards
•List Serves (email
[email protected]
for the best list serve
in the industry!)
Click Here for
great ideas from
other industries
Memory Point
Marketing
• Creates an image that is
different from your
competition
• Give the apartment
shopper a way to tell the
communities apart
Update Your
Landscaping
with Elevated
Flower Boxes
•$20 per box!
Follow Up that Gets
Noticed
• Insert a photo of a
popular amenity at your
community and write
“photo’s – do not bend”
on the envelope. The
guest is sure to open this
piece of mail first!
www.HomeStore.com
• Click on the Welcome Wagon section
for great stuff to welcome your new
resident.
www.HomeStore.com
•HomeStore now
allows you to create
2, yes 2, auto
responses!!! Update
your web page today!
Save a Rental – Find a
Roommate!
www.EasyRoommate.com
Contact us!
•
Kate Good, Professional Speaker and Marketing Consultant
(877)771-2061 or [email protected]
•
Jon M. Barrett, Principal, Barrett Consulting Group
(210)641-5101 or [email protected]
•
Esther Bonardi-BasdenNational Director--Education & MarketingDrucker & Falk
(919)846-7300 [email protected]