If you are going to take the trouble to
brand yourself as the “go-to” luxury real estate marketing professional
in your area, make sure that your marketing message clearly and sharply
differentiates you form your competition. Your marketing message must
have substance and leave no room for guessing about what you are trying
to convey. That is, if you want gain more market share.
Your substance is the essential
nature that makes you stand out. It is what we call the DNA of your
personal brand. Most importantly, it is that which is inimitable about you in
a business context, expressed in such a way that it instantly addresses
your target market’s most pressing needs better than your competitor
does. Here are some examples of marketing messages that are devoid in
substance and effective brand messaging.
As we were perusing our
menu at the Cheesecake Factory, we noticed this Diet Coke ad, which in
our opinion says absolutely nothing about how Coke is different from
Pepsi or other competitors (see the image above). What is the message
here? Is a bottle of Diet Coke a liquid asset (in financial speak)?
Does drinking Coke assure that you will “stay extraordinary”? We can
only guesstimate the huge amount of money that went into this campaign
and completely missed its target.
A VW commercial opens
with people of all ages laughing, which is always a delight. It ends
with the VW logo and the slogan, “It’s not the miles; it is how you live
them.” A great thought, but does it compel you to purchase one of their cars vs. a competing model? They want you go to a website called, whyvw.com, and read about VW values:
quality, safety, value (for the price), environment and performance.
These values should be every car manufacturer’s values. It still leaves
the question, “Why VW?
A large institution recently purchased
one of the local banks in Santa Barbara. Their ads are everywhere in
town attempting to promote how they are different. Each ad focuses on a
single word that is supposed to communicate this. Here are the words:
integrity, friendliness, trustworthiness and teamwork. Is that not what
banks are supposed to have? Would this campaign get you to switch
banks?
Luxury real estate marketing
professionals often try to differentiate themselves by touting their
integrity or their friendliness. Isn’t that the price of admission for
any professional? Dig deeper and identify what is substantive about
you, and how that can meet the needs of your target market. That is
what branding is all about.
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