Marketing Works Today

Integrated Digital Marketing & PR Consulting from Brown Ltd.

3 Sources to Help You Take the Guesswork Out of Marketing & Advertising

I’ll bet you want to find out how to get more qualified leads, prospects, clients, and sales?

I’ve received a lot of questions in the last couple of weeks about what are the best sources for practical information on marketing – especially online.

One of my specialties is to look across industries, find best practices, and test to see if what I learned applies to a particular industry.  This method has helped me introduce new marketing methods and systems for many products and brands.

There is NO magic bullet for marketing, especially in this economy, even though there are a lot of marketing pros searching for it, and a lot of hucksters promoting it.

Like many industries, marketing is an evolving science.  I say science because if you are doing it right, you don’t spend a dime on marketing without a strict measurement system in place – that means a well-thought-out-system [including Math] to check the results!

This next statement is going to surprise you. Please let me explain.

Two of the best sources of advertising knowledge today come from an early advertising copywriter, John Caples, that wrote “Tested Advertising Methods” in 1932, and Claude Hopkins, an engineer and inventor that wrote “Scientific Advertising,” also in 1932.

Most of their principles for testing marketing and advertising work today – you just apply their methods to traditional advertising AND online.  I read these books early in my career and have worked to apply what they taught me to direct mail, traditional advertising (print, TV, radio), and online.

I use systems to measure and quantify results to find out if a marketing component or campaign is working.  It’s extra work but it takes most of the guesswork out of advertising and saves huge $$ in the marketing budget.

The more recent book that will help you learn the new marketing and PR paradigm is written by a friend, David Meerman Scott.

There have been thousands of books written about marketing, advertising, and PR from 1932 to today.   I’ve studied a lot of them.

If you will combine the fundamentals from the earlier books and add New Rules, you’ll go a long way to gaining an in-depth knowledge of practical advertising and marketing that works to increase your qualified leads, prospects, clients, and sales – for the lowest cost / customer.

Let me know what you think!

Filed under: Advertising, Marketing Measurement, , , , , , , , , , , , , , , , , , , , , , ,

Real Estate Marketing That Is Working Right Now

Before I explain the marketing mix that has worked for me in the last few years of a disaster market, you must understand that the fundamentals of real estate sales are still the best marketing: price and location

If the property is in a place people really want to live, work, and play – and it’s priced right, then this marketing mix will work right now.

First you have to find the customer types (profile them) that fit that location, price, and situation. Who has bought recently? What are their demographics and psychographics?  What type of person was the best customer? 

This info will help target your mix.

Events drive this success.  That’s the key to getting traffic and sales.  Instead of having a “Grand Opening of Sales,” “Grand Opening of Models,” or an “Open House” — have a “Family Fun Day,” “Meet the Local Community,” or “Join us for a Taste of the Town.”

I don’t mean spending lavishly.  For Family Fun Day we’re talking about a bounce house, face painter, a few games, and an iPod with speakers.  For the other events, cooperate with charities, local schools, and local restaurants to get them to participate and share the cost and effort.

Then promote the event with this mix:
– News Releases
(not necessarily to the press – go to your email list and websites)
– Web Promotion (news, community, and real estate sites)
– Radio Advertising (stations that match your demographics – Don’t bother with a remote. I’ve never had them work for real estate.)
– E-blast Newsletters
– Direct Mail Newsletter Postcards
– a special kind of direct mail that works better than all others (target demographics)
– Search Engine Marketing (SEM)
– Social Networking (Social Media Marketing, SMM)

All must be highly targeted at your top purchasing demographics and done as a campaign – not a series of unconnected media activity. It works right now!

There is no magic bullet. You have to promote for weeks ahead of your event and for weeks or months following it. When traffic starts to drop, have another event.  It’s a marathon, not a sprint!

For new home sales, in the last couple of years, I’ve had over 1,700, 1,800, and 1,900 attend for 3 different communities and events.  That’s a lot of people during a recession.  Sales were strong considering the market with over $91 million in revenue.

For re-sales, get a group of sellers and agents to cooperate in a master planned community or neighborhood to promote the inventory together with these low-cost events and the marketing mix outlined.  You will all benefit together.

What has worked for you?  Your thoughts?

Filed under: Advertising, Traffic, , , , , , , , , , , , , ,

Marketing Works Today

This blog is to help you learn how to connect with customers. The goal is to show you how to get the most qualified leads, traffic, relationships, and sales for the lowest cost/customer. I'll write and aggregate content that relates to the goal. You're welcome to subscribe, comment, and post. Send me your news tips!

What’s In A Title?

I've had a lot of titles [Director of Marketing, Communications Director, Advertising Director, Multimedia Producer, Managing Editor, Reporter, Copywriter]; but, I approach every project as a digital producer... what does the audience need and how can I deliver it most effectively and for the lowest cost?

Sometimes I write with pictures or video, sometimes with words. I always keep the goal in mind: sales, leads, traffic, a better brand image or awareness, or just a really good story, etc.

Yeah I create content for money. But you'll see from my background that I'm way better at making money for others than I am for myself.

I wish I had 1%. I'd be surfing with my kids all the time now.

Contact me and I'll make some for you.

Mike Brown
www.BrownLtd.com
MikeBrown@BrownLtd.com

Twitter Updates

Search Engine Advertising

I have 8 years experience setting up, writing, and managing small business and simple product campaigns ($100/week Google Adwords) and large business campaigns with multiple divisions and product lines (up to $20,000/week in Google Adwords – more than $1.1 billion in annual sales). Contact me to create your campaign! MikeBrown@BrownLtd.com

R. Michael Brown
Marketing Consultant, Public Relations Consultant, Freelance Writer: West Palm Beach, Florida

"I help organizations increase sales, and pump up the value of their brand, using media, for the lowest cost per customer."

Digital Marketing and Public Relations consultant, writer, and producer with over 20 years experience launching brands like DiVosta Homes, IBM Multimedia, Nextel, Motorola business and government sector, and SunFest Jazz Festival.

MikeBrown@BrownLtd.com
561-756-1674

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

Join 28 other followers

Google

Add to Google

Share This

Bookmark and Share

My Portfolio Below

In the My Shared File Box below you will see files to download from my portfolio. Download and let me know what you think!

Flickr Photos

Leah and Ben

Gianna tough

Ben Costume

Ben after bath

Royal Park Way

Ben - Palm Beach Thanksgiving

Ben First Home Run

Brokaw-Ad

Ben Eyes

Worth Ave Sculpture R. Michael Brown

More Photos
%d bloggers like this: