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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. Marketing with Little or No Money. Presented by Esther Bonardi-Basden. A Few Truths About Low-cost Marketing.

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marketing with little or no money

Marketing With Little or No Money

Moderated by Jon Barrett

Presented by

Esther Bonardi-Basden

Tracey Hopkins

Kate Good

& Carol Levey

marketing with little or no money2

Marketing with Little or No Money

Presented by

Esther Bonardi-Basden

a few truths about low cost marketing
A Few Truths About Low-cost Marketing
  • It takes more effort…many small efforts create a big impact
  • It requires your BEST people
  • It can be difficult to track
before you begin
Before You Begin…
  • Nail down your positioning statement…what is your message?
  • Find your target audience www.homeadvisor.com --neighborhoods
  • Make a Written Plan!
missed opportunities
Missed Opportunities
  • Look around your community
  • Study your budget
  • You’ll find marketing opportunities in the most unlikely places
missed opportunities6
Missed Opportunities
  • Your clubhouse or community center
  • Boy Scouts, Girl Scouts
  • Indian Guides/Princesses
  • Weight Watchers
  • Direct Sales Meetings
  • Merchant open houses
  • Senior meetings
missed opportunities7
Missed Opportunities
  • Move In Gifts
  • Send to the office
  • Gifts you can share-- www.cookiemunchers.com
  • Change of address cards—resource:www.postcardprinting.com
  • Wearable or portable gifts
missed opportunities8
Missed Opportunities

Turn Every Outing into Outreach

  • The hardware store
  • The bank
  • The post office
  • Lunch!
slide9

The Ideavirus

Just what the (marketing) doctor ordered

slide10

Creating the Ideavirus

  • Start with a STRONG IDEA
  • Your positioning statement
  • Center around your most unique selling propositions
slide11

Creating the Ideavirus

  • Plant it with “Sneezers”
  • Public places are great breeding grounds
slide12

Creating the Ideavirus

  • Re-infect again and again…or the virus will run its course
ideas ideas ideas
Ideas, Ideas, Ideas…
  • Gift with purchase
  • Magazine marketing
  • E-mail pass-alongs
  • Hospitality baskets
  • “Bookmark-eting”
ideas ideas ideas14
Ideas, Ideas, Ideas…
  • Turn your car into a mobile billboard
  • Use full size greeting cards for follow up
ideas ideas ideas15
Ideas, Ideas, Ideas…

Remember…let your imagination—not your budget—determine your success!

50 nifty thrifty ideas for marketing with little or no money

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

Presented by

Carol Levey

Levey Enterprises, Inc.

I.T. Partners

pets smart
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
pets smart18
Pets Smart
  • Family Photo with Pets
  • Pet Parade
  • Petting Zoo
outreach marketing
Outreach Marketing
  • Human Resources/ Travel Departments
  • Out-of-State Corporations
    • Fed-Ex
  • E-mail Campaigns
  • Resident Referral Program
outreach marketing20
Outreach Marketing
  • Realtors
    • Presentations & Weekly Sales Meetings
    • Brochures – Agent’s Mailboxes
  • Hospitals
    • Admissions
  • Vocational Schools, Colleges & Universities
    • On-site Rental Orientation
community outreach
Community Outreach
  • Charity
  • High Tea Time
  • Monthly Art Shows
  • “Taste of the Good Life”
  • Blood Drive
  • Adopt-a-Highway
community outreach22
Community Outreach
  • Press Releases
  • Write Articles for Local Newspapers and Publications
  • Teach “Rental-Related” Classes
  • Speak at High Schools and Community Colleges
community outreach23
Community Outreach
  • Testimonials – Satisfied Customers
  • Competition – Outreach
  • Career Fairs
  • Bridal Shows
  • Chamber of Commerce
    • Mixers
    • Committees
    • Events
community outreach24
Community Outreach
  • Q&A Columns – Local Newspapers
  • Radio Hotline
  • Public Service Announcement
  • Group Advertising
  • Congratulatory Cards
resident outreach
Resident Outreach
  • After School Activity Center
  • Use a Converted Laundry Room or Vacant Apartment.
  • Move-in Day Care
  • Themes and Events
resident outreach26
Resident Outreach
  • Free/Discounted Travel
  • Consumer Interest Classes
    • Foreign Languages
    • Computer
    • Internet
    • Investments
    • Estate Planning
    • Home Buying
    • Health and Fitness
resident outreach27
Resident Outreach
  • Free/Discounted Travel
  • Consumer Interest Classes
    • Foreign Languages
    • Computer
    • Internet
    • Investments
    • Estate Planning
    • Home Buying
    • Health and Fitness
for safety s sake
For Safety’s Sake
  • Crime Stoppers/ Workshops
  • Neighborhood Watch Meeting
  • Safety Workshops w/ Corporate Sponsor
    • Pool
    • Fire
    • Fingerprinting
resident retention
Resident Retention
  • Monthly Customer Care Program
  • Community Newsletter
resident retention30
Resident Retention
  • Pamper Day
    • Invite a local spa and/or other organizations to do free stuff.
      • Massages
      • Makeovers
      • Manicures
      • Pedicures
resident retention31
Resident Retention
  • Sports Night
  • Community Teams
    • Bowling
    • Softball
    • Volleyball
surrounding merchants
Surrounding Merchants
  • Grab Bag Coupons
  • Grocery Stores
  • Malls
  • Dry Cleaners
  • Restaurants
marketing with little or no money33

Marketing With Little or No Money

Presented by

Kate Good

Net Mystery Shopper

check out smmonline com for free electronic greeting cards made just for the apartment industry

Check outSMMOnline.comfor free electronic greeting cards made just for the apartment industry!

just in time ideas
Just In Time Ideas!!
  • Idea Banks
  • Message Boards
  • List Serves (email Lisa@APTExpert.com for the best list serve in the industry!)
memory point marketing
Memory Point Marketing
  • Creates an image that is different from your competition
  • Give the apartment shopper a way to tell the communities apart
follow up that gets noticed
Follow Up that Gets Noticed
  • Insert a photo of a popular amenity at your community and write “photo’s – do not bend” on the envelope. The guest is sure to open this piece of mail first!
www homestore com
www.HomeStore.com
  • Click on the Welcome Wagon section for great stuff to welcome your new resident.
www homestore com54
www.HomeStore.com
  • HomeStore now allows you to create 2, yes 2, auto responses!!! Update your web page today!
contact us
Contact us!
  • Kate Good, Professional Speaker and Marketing Consultant

(877)771-2061 or Kate@ApartmentMarketing.com

  • Jon M. Barrett, Principal, Barrett Consulting Group

(210)641-5101 or JonBarett@aol.com

  • Esther Bonardi-BasdenNational Director--Education & MarketingDrucker & Falk

(919)846-7300 ebonardi-basden@druckerandfalk.com