marketing
Scaling the Marketing Summit
Tiny steps on a mountain may seem insignificant, yet they lead to the summit. Similarly, in marketing, the overarching campaign gets you there.
In marketing, envisioning a campaign rather than discrete ads is akin to mountain climbing.
Just as a climber doesn’t focus on individual steps but on the summit, a marketer must see the bigger picture.
Each ad is like a foothold, a necessary step towards a higher goal.
The journey to the summit is methodical and strategic, requiring careful planning and a clear endpoint vision.
Like a well-executed campaign, a successful climb isn’t remembered for the singular steps but for the triumphant arrival at the peak.
This approach ensures each element works harmoniously towards the ultimate objective, much like how every move a climber makes is towards reaching the top.
Embracing this perspective transforms marketing from a series of disconnected efforts into a cohesive and compelling narrative, leading to the pinnacle of brand success.
#MarketingStrategy #CampaignVision #ClimbingAnalogy #StrategicMarketing #BrandSuccess
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Unlocking Transformational Leadership in Multifamily: The Gap and the Gain Philosophy Inspired by Dan Sullivan
Photo by Alex Radelich on Unsplash
In life, as in business, the momentum behind achieving the next milestone often overshadows the accomplishments already achieved. This perpetual cycle is similar to the treadmill effect, where the sense of satisfaction and achievement remains elusive. What if, through intelligent leadership, you could break this cycle and lead with a sense of fulfillment? Enter the Gap and the Gain philosophy, inspired by thought leader Dan Sullivan, Founder of Strategic Coach.
Why Multifamily Real Estate Leaders Should Pay Attention to the Gap and the Gain
Within the multifamily context, we operate in an environment marked by constant flux—legislative changes, technological advancements (a lot as of late), and shifts in renter behavior. These factors bring both challenges and opportunities. Utilizing the Gap and the Gain philosophy, you can refine your decision-making process and achieve a broader perspective. Here’s how:
Measure Against The Past, Not An Idealized Future
The ‘Gap’ represents the chasm between where you are and an often unattainable, idealized future state. The ‘Gain’ is the measurable improvement from where you started. Instead of being perpetually dissatisfied by dwelling on the Gap, the Gain offers a shift in perspective. Imagine a multifamily complex with a high rate of occupancy but falling short of some modern amenity provisions. You could consider yourself unsuccessful or shift your perspective to acknowledge the gain from an initially lower occupancy rate.
Profound Impact on Strategy and Marketing
The Gap and the Gain philosophy can substantially impact strategy and marketing. Let’s consider PropTech, which is transforming real estate ecosystems. Most real estate leaders focus on the next big thing, thus dwelling in the Gap. Instead, one could concentrate on the Gains made through incremental innovations, providing a more immediate and motivating perspective for your team. It’s not as sexy, but it might have a similar impact. If you’ve recently integrated a RentTech solution to automate your rent collection process, celebrate the time and efficiency gains before stressing over the next tech update.
Human-centric Leadership
The essence of this philosophy harmonizes perfectly with the human-centric leadership approach. Recognizing the gains of your team not only propels productivity but also enriches work culture. The Gap and the Gain methodology add a crucial layer to performance metrics, making it more holistic.
Innovative Application Through Technology
In the era of Big Data and AI, technology can be leveraged to make this philosophy actionable. Advanced analytics can provide historical data to measure the Gain more objectively.
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Marketing First
Photo by Campaign Creators on Unsplash
In content creation, getting caught up in the excitement of producing something new is easy. Whether it’s a blog post, a video, or a podcast, creating content can be a thrilling experience. However, it’s important to remember that simply creating great content isn’t enough. To truly succeed as a content creator, you need to have a marketing plan.
This is a point that Joe Pulizzi and Newt Barrett make in their book, “Get Content Get Customers.” They write, “Before you create any more ‘great content,’ figure out how you are going to market it first.”
This advice may seem counterintuitive at first. After all, isn’t the point of creating great content to attract an audience? Why worry about marketing before the content even exists?
The truth is marketing is an essential part of the content creation process. Without a plan in place for how you will promote your content, it will likely fall flat and go unnoticed.
So, what should you do before creating great content? Here are a few steps to get you started:
- Define your audience: Before you create any content, you need to know who you’re creating it for. Spend some time researching your target audience and figuring out what they’re interested in.
- Determine your goals: What do you want to achieve with your content? Are you trying to build brand awareness, generate leads, or drive sales? Your goals will impact your content type and how you market it.
- Develop a content strategy: Once you know your audience and goals, it’s time to develop a plan for your content. This should include what types of content you’ll create, how often you’ll create it, and how to promote it.
- Create a marketing plan: Finally, it’s time to figure out how you will promote your content. This might include social media marketing, email marketing, paid advertising, or influencer outreach. Whatever tactics you choose, ensure they align with your audience and goals.
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Perception
Photo by Bradley Pisney on Unsplash
Perception is a powerful thing. It shapes the way we see the world and, in turn, shapes our reality. In a way, our perception is our reality. And when it comes to business, this is especially true.
As a business, it’s important to understand how your customers perceive your brand and products is their reality. If they positively perceive your brand, they will be more likely to do business with you and recommend you to others. On the other hand, if their perception is negative, they may choose to avoid your business altogether.
One way to ensure that your customers positively perceive your brand is by consistently providing high-quality products and excellent customer service. This will help build trust and loyalty with your customers, making them more likely to perceive your brand positively.
Another important aspect of perception is branding. How your brand is presented to the world can hugely impact its perception. A powerful and consistent brand message and visual identity can help to create a positive perception of your brand in the minds of your customers.
Paying attention to how your brand is perceived digitally is also important. With the rise of social media, customers have more access to information about your business than ever before. This means it’s important to have a solid online presence and be active on social media platforms where your customers are likely to engage with your brand.
In conclusion, perception is powerful, and it shapes how customers see your brand and products. As a business, it’s important to understand that how your customers perceive your brand is their reality. By providing high-quality products and excellent customer service, having a solid brand message and visual identity, and maintaining a robust online presence, you can help to ensure that your customers have a positive perception of your brand and, ultimately, a positive reality.
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Reverse Apartment Reviews
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Suffice it to say reviews are a two-way street. The Internet and Social Media enables the critic in all of us. We give ratings and reviews to food, coffee, authors along with goods and services across all industry. Nothing is immune. That is except the customer. That is until now.
Australian based Art Series Hotel Group is reviewing guests. Yes! You read it clearly. From their website:
We’ll be posting our Reverse Reviews [on our website] and finally revealing what goes on behind closed doors.
Reverse
Can you see it? Recall that recent move out. You know the one where the carpet has a perfect circle cut out in the living room area that served as fire pit. The ceiling that accommodated knives, forks, spoons and oil dip sticks. Yes – shoved in for decoration. Or, the one with the living room walls painted with life-sized psychedelic Alice in Wonderland landscape and characters – a true work of art. Or, the one with 20 years worth of collected newspapers stacked neatly from floor to ceiling covering nearly every square inch of the apartment to include the bathtub and kitchen sink.
How about posting these masterpieces for all to see – names included?
Playing the Game
Art Series Hotel’s Reverse Reviews is a game.
A promotion to fill hotel rooms.
A very cool promotion if you ask me.
Your sometimes wishing we could post reverse reviews Multifamily Maniac,
M
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