10 Dec 2010 Leave a comment
in Activities, Fan Mail Tags: advertising, brookfield homes, Builder, builder of the year, empire communities, marketing
John A. celebrates Brookfield Homes’ “Builder of the Year 2010” award in his new sweatshirt in front of the Brookfield Christmas tree in Markham. Somehow the photo got into the hands of another of our clients, Empire Communities. Maybe it’s an Empire sweatshirt, actually! We love our clients and wear their tattoos with pride.
06 Dec 2010 Leave a comment
in You Need to Know Tags: advertising, bam, Builder, marketing, promo, video
Check out a video we just did, showcasing the BAM Advantage. We make the juice!
14 Oct 2010 Leave a comment
in In The Media, Trends Tags: advertising, community, facebook, home buying, marketing, real estate, social, Toronto
According to Facebook founder Mark Zuckerberg, real estate buying and
other major purchases could become a social activity like never before.
“Designing products around people will be universal… will not just be
Facebook,” says Zuckerberg. The founder of the world’s largest social
network believes we’re entering a new era of internet-based social
activity wherein the “default is social” and things like shopping for
big ticket items will be centered around people as opposed to the actual
things and objects they’re purchasing.
In other words, buying a home just might become more of a party, where
you invite friends and family to go with you to check out possible homes
to buy. It won’t be as much about the home as about the interaction of
multiple people and the “event” of home buying. I believe it’s always
been about more than just buying a home – it’s buying into a social
atmosphere, a community, a dream for a new life.
Zuckerberg believes that every industry will be affected by this social
effect, including the automotive industry, the fashion industry, and the
real estate industry. He explains that when speaking face-to-face we use
our knowledge about the person to assign value to what they’re saying.
Thus real estate advice from a friend or family member has more value
than advice from a stranger on the street, even if they’re giving you
the same advice.
This of course raises some interesting questions:
How large a role will social media play in real estate? Will everyone be buying a home online? Or it will it be more for the social butterflies?
Is social advice you get from friends more important than outside facts,
photos and information about the house you’re buying?
How will a merger of social media and real estate manifest itself?
We can imagine for example that people in the future might browse a
virtual representation of their future home (which has yet to be built)
and invite their Facebook and Twitter friends to browse the virtual copy
of the home as well, using virtual avatars. Using something similar to
Google Street View, they could also explore the neighbourhood and learn
more about the place they might be living.
Exciting ideas for BAM to consider as we develop marketing strategies
and advertising campaigns that will appeal to the next generation of
online users!
20 Aug 2010 Leave a comment
in Fan Mail Tags: bad boy, marketing
Nobody beats John. Noooobody!
Recently Empire Communities thanked us for the recent success their new advertising campaign was having. They thought it would be funny to Photoshop my picture into this Bad Boy ad. What better way to say that BAM knows how to deliver and get homes sold? Like Bad Boy, BAM knows how to make a catchy ad. In these lean times, people are looking for value and for ways to make their money go further. We helped Empire sharpen their pencils and deliver the best bang for people’s buck.
19 May 2010 Leave a comment
in Strategies Tags: advertising, builders, creating effective ads, marketing, strategy
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.
JohnAmardeil.com 