@mbrewer
Good or Bad Strategy: Kenneth Cole
I really like the Kenneth Cole brand and have been for a long time. There was a stretch of six years where I purchased the same black KC Reaction dress shoes because they were perfect. As of late they shifted a piece of their marketing strategy to include some real hot bed social issues –
I am even more intrigued with their brand as a result…
How about you? Good? Bad? Indifferent?
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#apartmentmarketing: Twitter
The biggest mistake we see companies make when they first hit Twitter is to think about it as a channel to push out information. – Tim O’Reilly & Sarah Milstein – The Twitter Book
For those veterans out there in the media space this seems like a no brain-er but in a world steeped in tradition, it seems like the right thing to do. Take a new medium, insert old practices and principles and voila, we experience success. Except that we don’t.
Apartment Twitter Marketing in Saint Louis
Just this week, I followed up some new #STL Twitter handles [new apartment deliveries in the city proper]. I will admit, I was very encouraged to see their use of the medium included push marketing. Special after special, floor plan after floor plan, us – us – us & look at me copy – it all makes me smile inside.
It makes me smile because I don’t think it’s what those who use the space expect or even want to see. In other words, it’s a big turn off and at best it’s ignored and left to rot in a digital dump-ground way off over there in the dark ‘Cloud.’
Not that we at Mills Properties have it all figured out and are knocking it out of the park as a result. That being said, we do seem to experience a ton of participation from the people that work with and for us, the people that they serve in our some fifty properties in the Saint Louis Apartment Market and our coaches and mentors in the multifamily industry. All by using just the opposite approach and all for which we are immensely thankful. We keep experimenting, failing, learning, tweaking, experimenting & thanking those who give us feedback along the way.
Push Marketing on Twitter
Back to the point at hand; is there a time and place where this works? Have we reached that point or are we approaching a time where the masses that frequent Twitter, Facebook and the like expect, heck even desire to see some push marketing for goods and services?
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#apartmentmarketing: Vision
You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new. – Steve Jobs
For the span of my professional life; I have believed in the act of getting your companies vision down on paper. It’s a must in the way of creating a proactive culture as opposed to a culture of reaction. It’s also a way of making sure that you are out ahead of your constituents.
Random thoughts on creating vision
Penned in no particular order and in no exhaustive manner…
– It creates the ‘bigger than self’ that motivates people to get juiced about the work they do. In other words; people in the multifamily space, like people in other industries, want to know they are working on something bigger than anything they could accomplish as an individual. And, they want to know their time is spent in a meaningful way. And, if you are lucky enough, they think it’s cool too
– You spur a proactive approach to all aspects of your business. In the absence of vision people just make it up as they go along. Zig Ziglar sums it up like this; “you can not hit a target you do not have.”
– It sets the stage for future-casting. In other words, you give your team the ability to look out into the future and anticipate, with a good deal of accuracy, what your constituents really want
– You build meaning stuff
– You build tough stuff in an simple and efficient fashion
– It is the way in which you imbue an owner’s mentality on the minds of the masses
– It is the way you evaluate talent
– It is the beacon of light when times get tough. And, times will get tough
Would love to hear your thoughts in the comment section below
And, thank you for taking the time to read…it means a great deal to us.
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#apartmentbudgeting: Shop the Comps
Just another quick tip before you kick off another season of multifamily budgeting
Shop your comps – not for the reason of selling to meet their level of product or service but rather as a way of discovering ways to sell beyond their offerings.
Your budget should reflect not what it takes to compete but rather what it takes to crush. Or, what it takes to create a completely different experience for people to fall in love with.
Happy budgeting…
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#apartmentmarketing: Content
Focus on the core problem your business solves & put out lots of content & enthusiasm, & ideas about how to solve that problem. – Laura Fitton
Want tons of followers or fans? Write compelling content that is easy to read, packed with good actionable advice and be personable.
No sage advice there, right. I concur.
Apartment Content Marketing
As it relates to marketing apartments; I subscribe to the school that thinks you provide content beyond the good or service. In this case the actual apartment itself.
Rather look for opportunities to provide content that solves the following [no premise for the categories or the order of]
1. I can’t decorate to save my life
2. I need access to solid and reliable transportation
3. I want to walk to work
4. I want to walk to the coolest pubs in town
5. I need ideas on what to do tonight
6. I need ideas on what to do to this weekend
7. I want to be the first to know about the next ‘thing to happen in my neighborhood’
8. I want to know where to take my dry cleaning
9. I want to know where to get a good glass of wine
10. I want to know about a good alternative to Starbucks
11. I want to what I did last night….hmmm, maybe I don’t want you to solve that problem
12. I want to know how much you care before I buy from you
Have a smashing and amazing weekend; make it compelling too…
M
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