Mike Brewer
What is in Your Lifestyle?
Mike Brewer · · 1 Comment
I really like what LIFESTYLE Communities is up to. I received the following via email today:
Mike ,
Would you like tickets to one of these concerts at The LC Pavilion?
Click here to enter the Last Minute Ticket Giveaway from Lifestyle Communities for Zappa Plays Zappa (TONIGHT!) July 8th. Enter by 2:00pm EST on 7/8/09.
Click here to enter the Last Minute Ticket Giveaway from Lifestyle Communities for First Strike Combat / NAAFS Cage Vengeance 5 this Friday, July 10th. Enter by 2:00pm EST on 7/9/09.
Click here to enter the Last Minute Ticket Giveaway from Lifestyle Communities for Collective Soul and Gavin DeGraw on Saturday, July 11th. Enter by 11:00pm EST on 7/8/09.
One or more winners will be randomly selected for each event. Each winner will receive two (2) tickets to the event. For information about the Last Minute Ticket Giveaways from Lifestyle Communities, reply to this email. For more information about events at The LC Pavilion, visit the PromoWest Productions website.
Check out The Annex at River South condos and apartments in Downtown Columbus.
Thanks,
Chip Ashby
Lifestyle Communities
cashby@lifestylecommunities
Top five things I like about it:
1. It was permission based
2. The offer was relevant
3. The sense of urgency was not invasive but rather -“hey, by the way…” or “hey, just in case…”
4. Great call to action
5. Subtle product insertion at the bottom – not as the lead
Great stuff –
apartment marketing ideas, apartment marketing, multifamily marketing, lifestyle marketing
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Apartment comes with FREE Music or Movie Download
I feel compelled to preface this post by saying that the bulk of stuff I share here has never been implemented. A lot of it is knock off material from other industries that I think could be shaped or formed in some fashion to apply to what we do. Some would argue that good content should be based on the premise of real ideas that have been tested in the market place as to have merit – I am not one of those people. I think if you are immersed in an industry there is a certain level of license given regarding your thoughts and ideas. All that to say this – enjoy the posts for what they are.
Idea
T-shirt comes with free music downloads – Springwise
….but bundling with downloads adds an extra incentive for consumers to buy, and at a considerably higher price. Indeed, the OFF=ON connection is giving companies in industries far and wide new ways to connect with customers—not to mention new revenue streams. How about your brand…?
Free Downloads When you Tour and or Lease Today
Could you team up with iTunes to provide a discounted and or FREE download to your prospects and or residents? Could it be a way to encourage repeat visits to your on or off-line communities? Think Starbucks – they give away a FREE download of the week. Not sure it’s the number one compelling reason that most people go to Starbucks – it might be for some. If nothing else it provides a sub-conscious emotional connection.
Emotional Connection
Music and movies move our emotions. There is not one movie or song on the planet that avoids striking emotion in the hearts and souls of people. I am sitting in Starbucks right now and there is a jazz or blues piece playing – not a real fan of either – and it strikes me as smokey and tired. Makes me want sip a brandy and sleep. And, that horn is killing my head. The point is we associate music with time and place and at each one of our communities we have time and space. Would it not make sense to use FREE movies and music to cement an emotional attachment to our apartment experience?
apartment marketing, multifamily marketing, mike brewer
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Do Signs Matter When Renting an Apartment?
Thought
I ran across a blog this morning that suggested that dollar signs or the lack thereof mattered when it came to significantly increasing a restaurant patrons spend. Just for sake of discussion I visited a couple of ILS’s; Apartment Finder, For Rent and Apartment Guide and found that all of them use $ when demonstrating price.
Restaurants use it successfully
The Food Section: Restaurant Menus, Dollar Signs, and Spending
A new study by the Center for Hospitality Research at the Cornell University School of Hotel Administration reveals that the way in which prices are displayed on restaurant menus has an impact on the amount of spending by diners.It’s Not Normal – Does that make it remarkable?In the spirit of being remarkable or memorable – would it make a difference? Would it give cause for a prospect to inquire about the higher priced apartments and or would it allow us to push rates with no real consequence to our leasing efforts? Is it worth testing to see if it works in our space?
mike brewer, apartment marketing, multifamily marketing, apartment pricing, multifamily pricing
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Multifamily Brand: Energy Makes the Difference
What is the difference that makes a difference when it comes to your multifamily management brand? The standard textbook answer might include words like awareness, trust, regard or esteem. Settle there however and you miss the key ingredient. Energy.
It’s All About Energy
John Gerzema and Ed Lebar discuss energy and what it means to a brand in their book: The Brand Bubble. In chapter two they use a poignant quote from Woody Allen’s Annie Hall to set the stage for the difference that energy makes to a brand “A relationship, I think, is like a shark. It has to constantly move forward or it dies. And what I think we got on our hands is a dead shark.”
Why is Energy Important
Any great brand must keep moving forward in order to remain relevant in the hearts of consumers and it takes energy to do that. The advent of the Internet coupled with the development of social mediums have made staples like; awareness, trust, regard and esteem simply the price of admission. Even then trust in brands has declined 50%, according to John who is the Chief Insights Officer at Young and Rubicam. Simply put, the reason energy is so important is that it boosts differentiation. People are tired and they are looking for stuff and things that pick them up and keep them vibrant. Brands that fill that void by staying fresh and relevant will win the lions share of loyalty in consumers – if there is such a thing anymore. Those who don’t will die like the shark that flips his fins for the last time.
What Can You do to Create Energy
You can dig deeper into the lives of your prospects and residents. Let’s step out of our industry and look at an example of this. Frito Lay dug in and found that the bulk of their consumers had more money on the first of the month than they did at the end of the month. Armed with that information, they decided to sell bigger packs during that time and scale back to smaller packs during the middle days of the month.
Could we maximize our brand building efforts on the same theory? Could we convince major ILS’s to allow us to scale ads up and down relative to the ebbs and flows of the prospect’s pocket book? How about the ebbs and flows of their search habits? Could we then provide relevancy and vibrancy on their terms and relevant to their emotions?
Energy is the difference that makes a difference for your multifamily management brand – what are you doing to create it?
Update: [6.22.9] Seth provides a great concept on creating energy…Circling the big domino
M
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Purchasing feedback: I will pay you vs. I will give you something free
Read the following tweet this morning [RT @[xyz] @[abc] Suggest that you give away a free Flip to every prospect/resident that creates a [management company] Experience Video, Beats free rent] – it really got me thinking.
I have read both sides of this issue and have taken the position that if you disclose that you are paying for and or giving something away in exchange for an endorsement then frankly it’s okay. It really comes down to what is in the eye of the beholder. And, I think, at the end of the day, if a person really wants a product/experience they will go and get it/have it despite the persons of influence in their lives. They may read and listen but if they want it – they want it, period.
My real point here is that the above tweet implies that it’s okay to give away a Flip in exchange for an endorsement. Moreover it specifically states that it’s better than giving away free rent. On that point I ask: What’s the difference? – give away free rent or buy 20 Flips to give away – either way you hit the bottom line. Sure buying the Flip is cheaper and brings along a novelty that escaped the free rent give away long ago but it’s still an expense. It’s just a different form of currency. Marry it with a “you get the Flip free “if” you give me an endorsement and you have really marred the picture but I will leave that for future conversation.
For now – I really wonder what the community thinks – Is the Flip, used in this sense, a form of currency that could be construed as purchasing feedback? If so, is that okay? Would it pass a Yelp sniff test? Do you think the masses really care? Would you give equal stage to people who would speak conversely about your brand experience? Is it better than free rent? If so, why?
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