James Dean, 1955 movie, Rebel Without a Cause*
The world of professional journalism and
the media in general are two subjects that are mostly unfamiliar to
luxury real estate marketing professionals. Yet, to fully engage in and
leverage the amazing marketing benefits of social media you need to
know at least two fundamentals:
- Social media is really not all that different from traditional media such as radio, newspapers, magazines and TV
- Without a distinct “Point of View (POV)” you are dead in the water before you even begin
A media is just a vehicle through which
you can deliver content of interest that is compelling to your target
market. What is bewildering to those engaged in marketing luxury real
estate is the concept of building an audience of raving fans. Suddenly,
this has become part of your job description if you want to leverage
social media to the fullest! Making the time to do this on top of your
normal business routine, however, can give you a spectacular competitive
advantage because you will stand out from the crowd.
If you just consider the importance of
one word, “SHARE”, you will understand the primary added value that
social media has brought about and where its opportunity truly is. When
you publish genuine, original and compelling content, the very
mechanics of social media can facilitate the process of putting
word-of-mouth advertising on steroids for you.
But, you might as well abandon the idea
of becoming a publisher of content if your content is not original. More
importantly, if you do not have a distinct and consistent POV, no one
will pay attention to you over time and no one will share your content
with others.
Take a look at The Food Networks’ hit reality show, The Next Food Star
where the winner is awarded his or her own series on the Food
Network.On the show, they strongly encourage the contestants to
articulate their POV so they can build a fan base who eventually will
vote for them.
The winner of season two was Guy Fieri who went on to star in Dinners, Drive-Ins and Dives
that now seems to be ubiquitous on the Network. With a hip, rugged,
down-to-earth personality he connects mightily with his target market as
he showcases the best comfort food eateries in the country. With his
wild, spiked dyed white hair and pierced body parts, Guy has a very
distinct POV. He also has a BBQ sauce (and other ancillary products)
that is sold in markets throughout the USA.
Last season’s winner was Jason Wamer.
He defined his POV as "Rebel With a Culinary Cause". Iron Chef, Bobby
Flay, stated, “Jason’s zany ideas and quirkiness will ad a unique value
to the Food Network”. And, Giada De Laurentis, said, “Jason really
knows who he is”.
As a luxury real estate marketing
professional, have you defined your own POV (Point of View)? This is
one of the keys to developing your personal brand, which is exactly what
we help our clients to do.
*The photo of James Dean is from the film "Giant"
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