Spending your dollars and coins wisely so that they have maximum impact (capturing the attention of your target market) should be the mission of luxury real estate marketing professionals. One of the best ways to do that is through buzz marketing. Buzz marketing involves getting others to pick up the story you have created through a remarkable action that makes news.
Here is an example of buzz marketing on a global scale. The same principles apply to local luxury real estate marketing.
Fendi is an Italian designer known for its furs, leather goods and its unique “baguette” handbags. It is one of the luxury brands owned by LVMH (Louis Vuitton, Moet Hennessey). When Fendi “adopted” the Trevi Fountain it sparked worldwide buzz.
London’s Daily Telegraph reported, “Storied Italian fashion house Fendi has announced a four-year initiative which will see the brand fund the restoration of five of Rome’s best-known fountains, starting with the iconic Trevi Fountain…
Women’s Wear Daily got into the action by interviewing Fendi’s CEO, Pietro Beccarri, “We are proud of being tied to the city, but I believe not everyone knows, and this is a great occasion to do something for the city that hosts us. Rome is a home of Made in Italy".
CNN International reported the same story solidifying Fendi’s catchy tagline: “Fendi for Fountains”. What a great way to bring attention to the brand and reinforce the FF logo!
The Mayor of Rome, Gianni Alemanno, held a news conference stating, "The restoration of the Trevi Fountain, one of the most known Roman monuments in the World, shows the importance of cooperation between public and private support and how the best Roman brands, such as Fendi, are involved in bringing back the historic center of Rome to its original shine,"
The Trevi Fountain is one of the most famous monuments in the world. Hollywood paid a tribute with several films, Roman Holiday in 1953, Three Coins in a Fountain in 1954,( the song, Three Coins in a Fountain, written by Jules Styne and Sammy Cahn won the Academy Award for Best Song), and Gidget Goes to Rome in 1963. Disney's Epcot Center has part of the fountain replicated in the Italy Pavilion.
As part of your luxury real estate marketing practice look around your community. There are always opportunities to contribute in meaningful ways that can also generate buzz for you.
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