Marketing Works Today

Integrated Digital Marketing & PR Consulting from Brown Ltd.

Need A Freelance Writer, Editor, Blogger for Recession-Proof Results?

Mike Means Business

You need a pro. Someone that can see today, and the future, and act on it before it happens.

I’ve been a writer, managing editor, the first multimedia producer at IBM, and I started the first professional corporate blogging group at IBM in 1988 with 15 full-time writers.  That’s right, it’s not a typo – 1988.

“That kind of future-vision experience will get results for your business.  My recession-proof marketing writing will get more traffic, leads, qualified prospects, and sales for you – for the lowest cost per customer – in today’s market.”

From there I went on to win a NY Film Festival Award in 1989 for showing the world what the Web would become 6 years before the Web went live in 1995. My 1989 production was featured on Good Morning America, The Today Show, Discovery Channel, magazine covers, and local TV affiliates all over North America.

Editors at the NY Times looked baffled when I showed it to them in 1990. They still haven’t caught up.

“How did I know?  I’m plugged in. I have 1,478 real contacts in my smart-phone including thought leaders, teammates, future visionists, media pros, and entrepreneurs. Together we see the flow, the trends, and select strategy wisely. I’m an early adopter. I learn new technologies, channels, and techniques before most others and implement at the right time – not too early, never too late.”

Then Motorola stole me away from IBM and I used the Internet to launch a little company called Nextel. I got them Business Week Magazine’s Product of the Decade in the 1990’s.

“Do you need these kinds of results?  Hire a pro. Someone that is plugged into the markets, knows how to research for now and the future, uses cutting-edge information strategy, and can drive traffic to you.”

Since then I’ve been helping organizations take advantage of the Internet. I cut $9.8 million from the Pulte Homes Florida annual advertising budget by moving them out of traditional media to the Web. In that same year, I increased their lead-bank from 70,000 leads to over 300,000 qualified leads for 80 communities. Their sales went to 4,200 homes per year – over a $Billion. In 2009, they had 3,200 home sales. Down, but not out, still using my methods and systems.

During the worst real estate crisis since WWII, I helped a boutique new homebuilder grow from 24 home sales in all of 2007 to 204 home sales [in 6 months] in 2008 – for $84 million in sales. What real estate bubble bust? Not when I use my methods.

“I’ve specialized in tech, science, healthcare, real estate, non-profit, and public policy. Call me right now to get a free quote!”

If you are looking for a REAL pro, that has the strategic vision, background and skill, and hands-on writing experience to increase traffic, leads, qualified prospects, and sales, see my portfolio:

www.RMichaelBrown.Wordpress.com

“You won’t get the same winning results from part-time bloggers, students, interns, or all the posers working from home out there. Getting $million results is not like writing a letter to home or an email to the boss. It takes strategic thinking, creative talent, and a track record of big wins to give you the confidence in the decisions you make.”

Hire a pro.  Get results.  Call me today: 561-756-1674

Mike

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Filed under: Advertising, Blogging, Branding, Content Development, Content Marketing, Email Marketing & PR, Future Vision, Integrated Marketing & Sales, Internet, Lead Generation, Marketing Measurement, Non-Profit Marketing & PR, Public & Media Relations, Real Estate Marketing, Reputation Management, Search Engine Marketing, Social Media Marketing, Traffic, Video & YouTube, Websites, Writing, , , , , , , ,

Media Relations is not Public Relations

David Meerman Scott has done it again. He makes an important point in the public relations / media relations industry.  Read his blog post, including the comments, and understand the differences:

http://www.webinknow.com/2010/04/media-relations-is-not-public-relations.html

Filed under: Blogging, Public & Media Relations, Social Media Marketing, , , , , , , , ,

Brown Ltd. Launches New Freelance Writing & Producing Portfolio Site

R. Michael Brown, an internationally published writer, producer, speaker, and digital marketing and PR consultant at Brown Ltd. has launched a new freelance writing portfolio website. 

www.RMichaelBrown.wordpress.com

Mike has worked on projects for many industries but his primary focus is on health care, technology, science, non-profits, real estate, and public policy.   The site shows examples of his work in all media (web, email, print, radio, and video) and has downloadable pdf files and jpeg images of his work.

Brown Ltd. is a West Palm Beach, Florida writing, producing, and digital marketing, advertising, and public relations firm.  To contact Mike for a project, call today at 561-756-1674 or MikeBrown@BrownLtd.com

Filed under: Advertising, Blogging, Branding, Content Development, Content Marketing, Non-Profit Marketing & PR, Print, Public & Media Relations, Writing, , , , , , , , , ,

Use Interesting Places, People, and Situations to Attract Attention to a Product or Service

One of my specialties is writing and producing feature stories for the web, print, and TV that show a product or service in a unique place or situation, or used by a unique person or organization. The uniqueness attracts attention and the payoff is showing how the product or brand would work in almost every place or situation. 

Uniqueness also helps with pitching the story to the media and makes them more likely to pick it up or run with it.

Here’s a sample about Amangiri:
https://brownltd.wordpress.com/writing-samples/

Here’s a video sample about Motorola and World Wildlife Fund in the Galapagos.  This ran in English and Spanish on Discovery Channel over a dozen times:

Filed under: Branding, Content Development, Content Marketing, Public & Media Relations, Writing, , , , , , , , , , , , , ,

Print can work as part of a marketing and PR strategy. See when!

A good integrated marketing and PR strategy must incorporate the media types and channels that best fit the audience for a product, service, or situation.  Many times print is a great fit. 

The key is to have a measurement system so you can validate or change tactics to spend the lowest cost per customer.

One example of print that works for real estate marketing: Direct Mail.  It works in almost every situation. A time it DOESN’T work is when you are trying to attract international buyers.  Direct Mail would be crazy in that situation because of the cost.

Another example of a situation that works for print: Newsletters targeting older (60+) and very wealthy buyers.  Many in this demographic don’t use the web, email, or if they do, don’t know how to open attachments or have assistants do their email for them.

A great example of print that works for the 50+ market is “Where to Retire” magazine. With an ad they have a reader response card. The magazine sends you mailing labels and a spreadsheet so you can follow-up with people that checked your box on the card.  Great measurement system!  This magazine is one of the most effective I’ve used for new home buyers or to advertise an area or community.

One of the best post’s I’ve seen on print as part of your marketing and PR strategy.

Post below from a great content marketing strategist: Joe Pulizzi:

http://blog.junta42.com/content_marketing_blog/2010/03/rethinking-print-as-part-of-the-content-strategy-fortune-apa-proving-print-is-not-dead.html

Filed under: Integrated Marketing & Sales, Marketing Measurement, Print, , , , , ,

How Will Technology Change Real Estate Sales & Marketing in the Future?

My last job in the tech world of IBM (wired) and Motorola (wireless) was future vision marketing manager before I “got off the plane” and applied what I learned about digital marketing and PR in real estate.

We looked out 1 year, 5 years, and 10 years to try and imagine what is possible with wired and wireless technology. Then we would go tell customers about it.

My method involved interviewing patent holding engineers, scientists, marketing gurus, and futurists.

But one of the most valuable sources I had was from the sales force. They told me what was working and would not work, what customers asked for and expected in the future, and they actually gave me requirements for developing future products and programs.

One of the things I realized early on was that I came up with maybe 20% of the good ideas. The rest came from others. That’s where you come in.  I’ve created a starter list below.  Brainstorm!  Let’s create the idea of real estate marketing in the future together!

I would like to do that here, and share it online with Real Estate pros.

BASELINE

Here’s what we know as a baseline for the real estate market today:

– Digital imagery (photos, renderings, visual tours) made a big difference and are here to stay. 
– Social Networking and blogging leaped forward and will continue to grow.
– Email marketing is now full of pictures and is working great.
– Websites are including:
  = Listings
  = IDX integration
  = Property locators
  = Mapping
  = Galleries and Slide Shows
  = Some Facebook and blog integration
  = Some Video (in the early adopter phase and will expand in this next year)
  = Links to sites like Realtor.com, Zillow.com, Trulia.com, local community information like schools and shopping, etc., plus many others.
  = Multiple languages in addition to English (Spanish, French)
– Customer Relationship Management (CRM) Systems (Early Adopters using & winning!)
– Electronic “Video” Billboards (just started)
– Newspapers/Media Company Advertising Media Buys Happening on Google (Early Adopters only)
– Direct Mail
– Radio
– TV
– Signs
– Events
– Telemarketing
– Marketing Measurement Systems to track media buys and campaigns (Early Adopters only)

So here’s the question:  What will the future of real estate marketing look like?

CURRENT TO 1 YEAR OUT
– Broker and Builder websites will integrate Social Networking technologies for easy sharing and interaction (Facebook, Google Buzz, Twitter, ShareThis, Digg, Delicious, Live, Stumbleupon, LinkedIn, Blogs, etc.)
– Content Marketing will expand
– Direct Mail will include more Newsletter Postcards (smart marketers)
– Email Marketing will include more news – less hype

1-5 YEARS OUT
The biggest change during this period for real estate pros isn’t in the technology.  The biggest change will come from you learning how to learn and adapt quicker.  You’re selling brick and mortar; but, you’re going to be using tools to do it that evolve quickly.  That means software.  Your customers and companies will demand that you know this new way to interact – forcing you to change.
– Mobile enabled websites for advertising, listings, and sales interaction
  = Images
  = Mapping
  = Video
  = Social Networking between selling organization and customers
  = GPS Enabled Listings
– Customer Relationship Management (CRM) Systems – more pervasive use and will center the effort of database marketing
– Newspaper/Websites and Media Buys Dominated by Google
– Content Marketing will become more layered so a buyer can get just the right amount of information they individually want rather than the seller, broker, or builder dictating the amount.
– Email marketing will add video
– Events will become more creative and integrated with other organizations
– Online & Mobile Chat & Texting
– Online Interactive Contracts & Documentation
– Smart Irrigation. Technology is cheap and easy today. Will become pervasive.
– Marketing Measurement Systems will link directly with CRM
  = Google May Be the Integrator

5-10 YEARS OUT
– Will websites become media rich enough to satisfy a customer enough to buy online?
– Interactive Video Television and/or Web [not sure what the devices will be called at this point – interactive displays?] about Properties. You’ll be able to select and “see” the systems work in a house.
– Smart Houses (I don’t think the house will sell itself but you’ll have to know about  these systems to show them)
– Smart Irrigation Standard
– Exterior and Interior Wired and Wireless integration (Security, Power, Appliances,  Entertainment, Info Systems)
– More Audio (Voice) enabled

Ideas?  What do you think?  Add your comments!

Filed under: Future Vision, , , , , , , , , , , , , , , , , , ,

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

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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

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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!

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