eBAM’s Latest Campaign: Weaver’s Mill by Eden Oak

10 Sep 2010 Leave a comment

by John Amardeil in Activities, Strategies Tags: , , ,

BAM is proud to be working on Eden Oak’s exciting new community in Georgetown, Weaver’s Mill. This campaign is digitally oriented, with the aim to engage its younger target market. Weaver’s Mill can be found on Facebook, Twitter, and Weaver’s Mill community blog.

We went with a fashion theme to showcase the stylish features and finishes that make this community so unique. People will have a choice of four fresh interior themes that reflect  their own style.

Here’s how we’re using social media for this e-marketing campaign:

1)      Updates – users on Facebook and Twitter will always be up to date with the latest news at Weaver’s Mill. We give our potential customers instant updates and all the current news on sites where they’re already spending time, instead of forcing them to open our emails and visit our external website.

2)      Fun – users can participate in contests and games, do a fun survey and tag pictures of themselves. We kicked off the campaign with a free makeover contest for anyone who joins Weaver’s Mill on Facebook or Twitter. We will continue to host a series of more games and contests to engage users, encourage registrants, and heighten excitement about the community.

3)      Interaction and involvement – users can interact with Weaver’s Mill’s community coordinator or with other members on Facebook or Twitter. People can meet new neighbours and have their questions and concerns addressed quickly in this interactive environment.

Marketing Today: Appealing with Emotion

06 Aug 2010 Leave a comment

by John Amardeil in In The Media, Strategies Tags:

The Toronto Star recently published an interesting article about the Mini. More practical and lower-priced competitors repeatedly lose to the Mini because the Mini stands on its own as a brand and has a strong personality. People who buy with their hearts will go after a product that speaks to them and suits their personality, instead of a more practical, yet stuffy, option. Read about it here.

We love applying this principle in the new home industry, by creating emotional products that speak to people. Products with personality will always win.

Marketing Today: Customization

31 Jul 2010 Leave a comment

by John Amardeil in In The Media, Strategies Tags: , ,

I came across a couple of articles on companies that are finding success in providing customizable options on their products. This technique works well in the building industry too. In the past, marketing meant creating a product and finding the ways to persuade people to buy it. With the advent of communication and production technology, there is no need for pushy sales tactics; you can just give people what they want. Why should a hamburger at Harvey’s be more customizable than major purchases like a house or a car?

Profit Guide wrote an article about customization across all industries.

You can also read about our own success with customization in the building industry with The Orchard.

Empire’s New Green Signature: ECO2

06 Jul 2010 2 Comments

by John Amardeil in Strategies Tags: , , , , ,

One of Ontario’s leading green builders now has a new green signature that team BAM has designed: introducing Empire’s ECO2 . Purchasers can now spot the logo to be reminded of Empire’s many new green options. Every single Empire homeowner can expect an ECO2 home well above ENERGY STAR standards with also the opportunity to upgrade with the new ECOnomical and ECOlogical packages. The packages are exciting for purchasers as there are many options that are not typically available to homeowners such as solar panels that you can use to sell energy back to the grid and get paid. We found that ECO2 was the perfect brand to effectively communicate the ECOlogical and ECOnomical benefits from an award-winning green builder.

To reach the final brand, our team went through a thorough marketing process that included idea, strategy, and artwork. The strategy behind ECO2 was to differentiate Empire from other builders on the sustainability front. Purchasers, more than ever strive to live healthily as much as saving money. By designing a green brand that was as simple, purchasers can be more well-informed in choosing their packages.

You can read more about ECO2 here.

Creating Effective Ads

19 May 2010 Leave a comment

by John Amardeil in Strategies Tags: , , , ,

I was asked to speak at the advertising seminar for the OHBA Annual Conference in Collingwood. Posted here is an excerpt of my presentation on creating effective ads.

Advertising That Works

Five Principles of Building an Effective Ad

Whether you’re promoting the hottest new housing development or a revolutionary toothpaste, you need to know what you’re doing and take the time to think through your creative. To achieve effective results, any marketing communications effort should follow these five fundamental principles:

1. Attract Attention

Your ad is competing for your customers’ attention – not only with other ads but with the many distractions of a busy life. Every ad you create should make your customers want to stop and pay attention. This can be accomplished with a clever headline and a unique image.

The headline may be the most important part of the ad. If it’s catchy and appealing, you’ll hook your customers and draw them further into your message. A striking or unusual image is equally important, and works to capture your customers’ interest.

2. Appeal to Your Audience

You need to clearly identify the audience for your ad then make sure your message appeals to them. This message should address the audience’s interests or announce relevant news. Most importantly, it should explain how they will benefit from your product or service, for example, how ABC Product will make your skin look years younger. This creates self-interest, or a personal advantage for the customer as a result of product use. Note that the benefits, not the features, appeal most directly to your audience.

3. Communicate Your Advantage

According to adman Morris Hite, “really great advertising comes right out of the product and says something about the product that no one else can say.” Your ad should communicate your company’s unique advantage over the competition, detailing why customers should favour your product or service. Your goal here is to differentiate yourself by demonstrating distinct characteristics, such as increased quality of life, better location or superior craftsmanship.

4. Prove Your Advantage

Once you’ve identified your advantage, your ad should prove it. The most convincing way to demonstrate your point is through testimonials, statistics and other concrete measurables. This assures potential customers that they will receive the promised benefit as a result of their relationship with your company.

5. Motivate Your Audience to Action

Finally, your ad should motivate your audience to take action. This is usually accomplished by making a special offer such as a discount, bonus, free trial or exceptional event. For example, you might invite them to an exclusive pre-opening engagement or offer an irresistible limited-time offer. This “call to action” is the essential conclusion to any ad and should never be overlooked.

Every marketing communication you produce needs to pull your customers through each of these five stages to the inevitable conclusion of engaging with your product or service. You can create results-driven advertisements that make the most of your marketing opportunities by following these steps.

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