STADIUM LOFTS, ANAHEIM, CA.—For the past 5 weeks, ETA blitzed the market for client, Stadium Lofts, to promote a one-day-only sales event on March 28, 2009.
Through our efforts, we were able to drive almost 2,000 prospective home buyers through the front doors at Stadium Lofts to tour, pre-qualify, and pick up an exclusive EVENT PASS, required for entry on March 28th. Response was tremendously positive and ETA did the unthinkable in today’s real estate market—to get almost 50 eager home buyers and their friends and families to camp out overnight for their chance to get one of the 60 homes on THE EVENT list. By 12 noon on March 28th, the sales team at DOMA had taken 41 reservations for homes at Stadium Lofts. We anticipate an additional 20-30 sales to follow in the weeks ahead.
As the agency of record for Stadium Lofts, a Windstar Communities project, ETA worked alongside the on-site sales team from Doma Properties to strategically plan and market what we branded as THE EVENT SPRING ’09.
ETA pulled out all the stops in marketing THE EVENT SPRING ’09. Our strategy included: Freeway Billboards, Mobile Billboards, Newspaper Advertisements, Advertorials, Flyers, Door Hangers, Human Directionals, Signage, Targeted Email Campaigns, and Public Relations Efforts. Our team then spent Friday, March 27th and Saturday, March 28th, flawlessly executing an on-site event. From facilitating the line-up to ensuring campers were fed and entertained, to introducing and cheering each buyer through the door to make their home selection, our team was 110% involved in every aspect of the days’ events.
We attribute the success of this event to our team’s determination to deliver a first class sales event for our client, no matter what it takes.]]>
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Some of the research tools we use are as follows:
E-mail marketing has become incredibly popular as more Americans are connecting to the internet. They provide personalized messages that are inexpensive and efficient as they can reach an extensive amount of target customers; and are immediate since you can receive a response almost instantly. E-mail marketing can deliver product information or updates, provide customized offers, supply alerts, and much more. It can also be integrated in other forms of marketing tactics, such as micro-sites and events.
Social media is another rapid growing market that professionals can utilize. Websites, such as Facebook, MySpace and Twitter are highly recognized as key elements in reaching a target audience; they provide a modern way to promote your company within online communities. They allow you to connect with your publics and enable you to integrate other marketing tools into your page, such as blogging, photography, feedback, testimonials and your portfolio.
Search engine optimization is crucial as the number of internet searches are increasing daily. The earlier a site appears in search results the more visitors it will have to its website. ETA will customize your website’s content in order to increase the amount of relevant keywords and images, participate in link building, and therefore increase your chance of appearing in searches.
Search engine marketing will also increase your visibility in search engine results, but through the use of paid placements. For example, banners can be placed on various websites and sponsored links can be used on search engine websites, such as Google. ETA will cater your SEM toward your target audience so that your advertisement appears on the websites that your key publics use.
Micro-sites provide an online call to action. It is a useful way for a potential customer to find detailed information about a product, service or event, and to register or take advantage of a promotional offer. For example, it could include a form to register for your service or a chance to win a free holiday or one of your products. They provide only the necessary information to focus the viewer’s attention on specific ideas, rather than a general overview found on your company’s main website. Micro-sites can also be related to search engine optimization as their specific information will increase its visibility in search engine results.
Mobile marketing enables your company to reach its customers on a one-to-one level by either calling or texting. It is often a useful method to inform individuals about offers and promotions.
Online sweepstakes are another tactic that cultivates brand awareness by generating enthusiasm among consumers and encouraging positive attitudes toward your company. By spending a little to improve your company’s image, you are gaining much more in return.
Viral marketing is used to encourage people to pass along a marketing message, e.g. word of mouth or email. This tactic creates a “buzz” about your product or service, increasing awareness and, consequently, sales.
The internet is a tool that is always expanding and, with the help of ETA, your company can use this to its advantage. ]]>