Download Marketing

Marketing 101
Introductions
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Name
Community name
Position
What is one interesting fact about you?
What do you hope to accomplish and take
away from this class?
Agenda
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What is Marketing?
The 5 P’s of Marketing
Traditional Marketing
Interactive Marketing
Outreach Marketing
What is your Marketing Role?
Marketing Exercise
What is Marketing?
Marketing
Marketing (mär'kĭ-tĭng) n. –
The process of planning and executing the
conception, pricing, promotion, and
distribution of ideas, goods, and services to
create exchanges that satisfy individual and
organizational objectives .
Simple terms…
Marketing is the process of presenting
products and services to motivate and
encourage customers to purchase.
Marketing consists of the strategies and tactics used to
identify, create and maintain satisfying relationships with
customers that result in value for both the customer and
the marketer.
The Marketing Mix (5 P’s)
»People
»Product
»Price
»Promotion
»Placement
PEOPLE
Our associates (YOU) are the best individuals to
create value, satisfy needs, and provide
outstanding customer service to our
customers. Our associates are professional and
are the most important link between RedPeak
and our customers.
Creating Value, Creating Solutions
 Customers purchase because of a need, want or
desire.
 Products and services that you offer must have
value!
Customers purchase solutions!
PRODUCT/SERVICE
A great place to call home along with
exceptional customer service.
PRICE
The amount of money that a customer will pay for
your product/service.
How much will it cost to live at a beautiful RedPeak
community?
PROMOTION
The way we inform, persuade, and remind our
customers about our products and services.
The way we present our communities!
PROMOTION: Advertising
Advertising is a public
promotion of
products or services;
the business of
drawing public
attention to goods
and services .
PLACEMENT
Place: The location we choose to purchase, maintain or
build our communities.
(Channels of Distribution)
Placement of our advertising,
how information about our products
and services are delivered
to customers.
TRADITIONAL MARKETING
• Direct mailers to Residents and Prospects
• Community Flyers (i.e. Build-A-Flyer)
• Print collateral (i.e. business cards, postcards, brochures, etc.)
• Print advertisements
PRINT MARKETING
PRINT MARKETING
EMAIL MARKETING
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10-20% Increase in Internet usage per unit
5 P’s directly apply
Target a specific demographic
eCampaigns are less expensive than print
Print rules translate to online
Instant reports, tracking & integration
Bottom line: eMarketing looks sleek,
streamlines information & improves customer
experience.
SOCIAL MEDIA
• Develops a voice and personality
• Builds brand awareness & brand loyalty
• Increases exposure amongst residents &
prospects
• Drives traffic to your website
• Generates leads
What is SEO?
What is SEO?
What is SEO?
Definition: Improving the visibility of your
website in a search engine’s organic search
results.
• Organic vs. paid search results
• Ad Word Lingo (Click, Impression, CTR, and
Conversion)
• Increase your rank in search results
• RedPeak’s SEO strategy
What is Outreach Marketing?
Outreach marketing is the process of using
marketing strategies to reach and educate
the target market through the use of key
messages and effective marketing
programs
Outreach Marketing
Outreach is…
• Repetition
• Word of Mouth
• Building relationships
Outreach Marketing Benefits ?
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Promote Community
Increase Traffic
Word of Mouth
Increased Exposure
Increase Occupancy
Build Relationships
Low cost per/lease
Knowing your Customer
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Who are you advertising to?
Where do you advertise?
Describe your target demographic.
Who lives at your community?
Major employers?
Why is this important information?
Preparation
• Where am I going?
• What am I taking?
• What am I saying?
Where am I going?
• Small Business and Retailers
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Doctor Offices/Vets
Schools
Coffee Shops
Restaurants
Salons
• Preferred Employers
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Hospitals
Airport
Major Employers
Other
What am I Taking ?
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Community Brochure
Business Cards
Flyers
Gift Card/ treat
Note Pad/Pen
Enthusiasm!
What am I Saying?
Hi my name is Jennifer and I work at 1600
Glenarm! I do not want to take a lot of your time
but I wanted to see if we could partner with each
other to help generate more traffic for our
businesses? Would it be ok if I left some flyers for
your customers and employees. I would love to
help generate some more business for you as well.
Do you have any flyers, coupons, or other material
that you would like to give to me? I would be
happy to put them in our move in packets for you”
Tips…
Maximize your efforts and seek out
opportunities that make the biggest impact!
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Do your research
Set appointments
Professional appearance
Bring updated community information
Be genuine and friendly
Build relationship/partnerships
Sell the benefits and advantages
Tell them how promoting your community will benefit
them
Marketing Tools
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YOU
Career Apparel/Name Badges
Knowledge – Market Surveys
Guest Cards/Follow up
Community Website
Standard Templates/Forms
(move-in form, move-in folder, internet
template, etc.)
Marketing Effectively
• Know your Product
• Know your Customer
• Know your Market
• Know your Competition
Your Marketing Role
• Present your community
professionally and
enthusiastically
• YOU are the first point of
contact and YOU represent
RedPeak
• Know your Community,
Customer, Competition and
Area
• Create and Build Value
• Asking for the Deposit!
Marketing Exercise
Review
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What is Marketing?
The 5 P’s of Marketing
Traditional Marketing
Interactive Marketing
Outreach Marketing
What is your Marketing Role?
Marketing Exercise
Thank You!