Marketing With Little or No Money

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Marketing With Little or No Money

• Moderated by Jon Barrett
• Presented by
• Esther Bonardi-Basden
• Tracey Hopkins
• Kate Good
• Carol Levey

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Marketing with Little or No Money

• Presented by
• Esther Bonardi-Basden

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A Few Truths About Low-cost Marketing

• It takes more effortmany small efforts create a
  big impact
• It requires your BEST people
• It can be difficult to track

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Before You Begin

• Nail down your positioning statementwhat is your
  message?
• Find your target audience www.homeadvisor.com
  --neighborhoods
• Make a Written Plan!

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Missed Opportunities

• Look around your community
• Study your budget
• Youll find marketing opportunities in the most
  unlikely places

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Missed Opportunities

• Your clubhouse or community center

• Boy Scouts, Girl Scouts
• Indian Guides/Princesses
• Weight Watchers
• Direct Sales Meetings
• Merchant open houses
• Senior meetings

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Missed Opportunities

• Move In Gifts

• Send to the office
• Gifts you can share-- www.cookiemunchers.com
• Change of address cardsresource
  www.postcardprinting.com
• Wearable or portable gifts

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Missed Opportunities
Turn Every Outing into Outreach

• The hardware store
• The bank
• The post office
• Lunch!

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The Ideavirus
Just what the (marketing) doctor ordered
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Creating the Ideavirus

• Start with a STRONG IDEA
• Your positioning statement
• Center around your most unique selling
  propositions

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Creating the Ideavirus

• Plant it with Sneezers
• Public places are great breeding grounds

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Creating the Ideavirus

• Re-infect again and againor the virus will run
  its course

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Ideas, Ideas, Ideas

• Gift with purchase
• Magazine marketing
• E-mail pass-alongs
• Hospitality baskets
• Bookmark-eting

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Ideas, Ideas, Ideas

• Turn your car into a mobile billboard
• Use full size greeting cards for follow up

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Ideas, Ideas, Ideas

• Rememberlet your imaginationnot your
  budgetdetermine your success!

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50 Nifty-Thrifty Ideas for Marketing with Little
or No Money

• Presented by
• Carol Levey
• Levey Enterprises, Inc.
• I.T. Partners

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Pets Smart

• Business Cards with Red Ribbon,
  Miniature Dog Bones Catnip
• Pet Bowls with Name.
• Advertise Online Free
• The Humane Society - www.rentwithpets.com
• Pets R Welcome - www.petsrwelcome.com

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Pets Smart

• Family Photo with Pets
• Pet Parade
• Petting Zoo

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Outreach Marketing

• Human Resources/ Travel Departments
• Out-of-State Corporations
• Fed-Ex
• E-mail Campaigns
• Resident Referral Program

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Outreach Marketing

• Realtors
• Presentations Weekly Sales Meetings
• Brochures Agents Mailboxes
• Hospitals
• Admissions
• Vocational Schools, Colleges Universities
• On-site Rental Orientation

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Community Outreach

• Charity
• High Tea Time
• Monthly Art Shows
• Taste of the Good Life
• Blood Drive
• Adopt-a-Highway

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Community Outreach

• Press Releases
• Write Articles for Local Newspapers and
  Publications
• Teach Rental-Related Classes
• Speak at High Schools and Community Colleges

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Community Outreach

• Testimonials Satisfied Customers
• Competition Outreach
• Career Fairs
• Bridal Shows
• Chamber of Commerce
• Mixers
• Committees
• Events

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Community Outreach

• QA Columns Local Newspapers
• Radio Hotline
• Public Service Announcement
• Group Advertising
• Congratulatory Cards

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Resident Outreach

• After School Activity Center
• Use a Converted Laundry Room or Vacant Apartment.
• Move-in Day Care
• Themes and Events

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Resident Outreach

• Free/Discounted Travel
• Consumer Interest Classes
• Foreign Languages
• Computer
• Internet
• Investments
• Estate Planning
• Home Buying
• Health and Fitness

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Resident Outreach

• Free/Discounted Travel
• Consumer Interest Classes
• Foreign Languages
• Computer
• Internet
• Investments
• Estate Planning
• Home Buying
• Health and Fitness

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For Safetys Sake

• Crime Stoppers/ Workshops
• Neighborhood Watch Meeting
• Safety Workshops w/ Corporate Sponsor
• Pool
• Fire
• Fingerprinting

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Resident Retention

• Monthly Customer Care Program
• Community Newsletter

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Resident Retention

• Pamper Day
• Invite a local spa and/or other organizations to
  do free stuff.
• Massages
• Makeovers
• Manicures
• Pedicures

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Resident Retention

• Sports Night
• Community Teams
• Bowling
• Softball
• Volleyball

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Surrounding Merchants

• Grab Bag Coupons
• Grocery Stores
• Malls
• Dry Cleaners
• Restaurants

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Marketing With Little or No Money

• Presented by
• Kate Good
• Net Mystery Shopper

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Check outSMMOnline.comfor free electronic
greeting cards made just for the apartment
industry!
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Just In Time Ideas!!

• Idea Banks
• Message Boards
• List Serves (email Lisa_at_APTExpert.com for the
  best list serve in the industry!)

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Memory Point Marketing

• Creates an image that is different from your
  competition
• Give the apartment shopper a way to tell the
  communities apart

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Update Your Landscaping with Elevated Flower Boxes

• 20 per box!

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Follow Up that Gets Noticed

• Insert a photo of a popular amenity at your
  community and write photos do not bend on
  the envelope. The guest is sure to open this
  piece of mail first!

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www.HomeStore.com

• Click on the Welcome Wagon section for great
  stuff to welcome your new resident.

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www.HomeStore.com

• HomeStore now allows you to create 2, yes 2, auto
  responses!!! Update your web page today!

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Save a Rental Find a Roommate!

• www.EasyRoommate.com

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Contact us!

• Kate Good, Professional Speaker and Marketing
  Consultant
• [phone] or Kate_at_ApartmentMarketing.com
• Jon M. Barrett, Principal, Barrett Consulting
  Group
• [phone] or JonBarett_at_aol.com
• Esther Bonardi-BasdenNational Director--Education
  MarketingDrucker Falk
• [phone] ebonardi-basden_at_druckerandfalk.co
  m
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