Marketing Works Today

Integrated Digital Marketing & PR Consulting from Brown Ltd.

Brown Ltd. Releases Executive Summary of Marketing & PR 2.1 – Download for Free

Businesses are struggling to hold onto the one-to-many, mass media model of communicating with customers and audiences.

They need to let go.

Gone is the time when you could rely on your business doing a simple advertising and PR mix, based on placing ads, sending press releases, and working with reporters to get your message out. It used to be that customers would find your information in traditional media and then make purchase decisions based on your ads, your media stories, and your sales person’s recommendations.

They might have even checked out your website.  Customers want more information than that now.  They want to feel safe in their decisions.  They want recommendations from other customers.  And they want it instantly.

A dramatic shift toward one-to-one communication is happening.  The net makes it possible.  Now it’s digital first.  Businesses must be in the publishing business to survive.

Click the Link Below to Download the Brown Ltd. Marketing and PR 2.1 Executive Summary to learn more (PDF: 3.6 MB)
Marketing and PR 2.1 Exec Summary

Filed under: Advertising, Blogging, Brand Journalism, Branding, Content Marketing, Email Marketing & PR, Integrated Marketing & Sales, Internet, Lead Generation, Marketing Measurement, Public & Media Relations, Publishing, Search Engine Marketing, Social Media Marketing, Traffic, , , , , ,

The 8 Success Criteria For Facebook Page Marketing

This a solid outline for your Facebook effort.

Altimeter Group conducted research, and gleaned input from 34:

– Vendors
– Agencies
– Experts

To determine success criteria and develop a roadmap for Facebook
page best practices.

View more documents from Jeremiah Owyang.
To connect with Mike on Facebook: www.facebook.com/rmikebrown
To connect with Mike on Twitter: www.twitter.com/RMikeBrown

Filed under: Blogging, Branding, Content Development, Content Marketing, Micro Blog (Twitter), Reputation Management, Social Media Marketing, , , , , , , , ,

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, , , , , , , , ,

Social Media Marketing Help at HubSpot

So much is going on with social media marketing, it’s nice to have resources available that help you learn more.

Check out the free content in @HubSpot’s Social Media Marketing Hub (webinars, articles, eBooks, etc) http://bit.ly/socmedhub

Filed under: Social Media Marketing, , , ,

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, , , , , , , , , , , , , , , , , , ,

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

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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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