“Get up, it’s transformation time! The days when you might plan out your marketing and public relations programs well ahead of time and release them on your schedule are gone.”
Real world marketing is the science of significance, of making the minute count. Creating more awareness to your website and company is the name of the game. The ideal examples came during this year’s Super Bowl, when the power went out for 34 minutes. The marketing experts working for the great Kraft Foods, the Oreo cookie brand name saw an opportunity and had access to the decision makers, and within minutes a tweet went out with a darkened photo of a cookie, saying “Power out? No problem. You can still soak in the dark.” Ok, not everybody is that quick off the mark, but you can use the concept in your renovation company.
1. Strategy Ahead of time
You have actually got to be ready. Plan ahead for occasions that you understand are likely to produce something to lock on to. The evident ones are seasons, good/ bad weather condition, major vacations. But there are other dates that you can pre-plan, such as the regional town celebration or a significant ballgame. Sure, we have actually always done stuff like “Get your house all set for spring” but the idea is to tie it to something certain and relevant. For instance:
Old way: Set up the whirlpool bathtub you’ve been wanting
Brand-new way: Set up the whirlpool bath you have actually constantly desired in time for Valentine’s Day, and treat your liked one to a house day spa day.
Naturally, you’re never going to have the ability to prepare ahead for all the chances that happen, but if you’re thinking the proper way about real-time marketing, you need to have the ability to take advantage of things that occur and get hold of the chance for significance.
The idea of “newsjacking”– likewise given us by David Meerman Scott– is the “procedure of injecting your brand name into the day’s news, developing a twist that gets eyes when they’re open largest.” It’s not really a new idea, reporters have actually been doing it for several years, but for homebuilding and renovating business it means every bad weather day is a good real-time marketing day. Naturally, you need to be delicate about what you “newsjack” since you don’t want to be tweeting about sprucing up your house after a hurricane that claimed lives. However, it’s possible to utilize whatever’s taking place at the time, as Oreo did. Here’s an example:
A business that purchases and reconditions utilized designer purses ran an ad concurrently with one of Lindsay Lohan’s lots of court looks and the resulting news about her financial troubles. The ad read: “We’ll Purchase Your Purses, Lindsay! Business Offers Huge Money For Cash-Strapped Lohan’s Leftovers”.
Pepsi introduced its new diet drink throughout the 2011 Style Week, with the motto “get the skinny on style and popular culture.” The drink was incorporated into the occasion.
The Red Cross proactively newsjacked Cyclone Sandy by developing its “Hurricane” app, which offered helpful information about the storm, an alert system for notifying others that individuals were safe, and a flashlight.
Significance is everything. Without it, your real-time marketing efforts will fail and be meaningless. The entire idea is to tie your marketing to something that’s occurring today– tomorrow is too late, unless there’s recurring news value. Use news about the realty market to promote redesigning instead of selling; use news about environmental issues to promote replacing your wooden deck with a stone patio, or news about climate modification to promote renovating for much better energy conservation. When the circus remains in town, promote renovating to produce a house theatre for the family. The possibilities are endless.home renovation, remodeling social media marketing