Guerilla marketing 2011

Embed Size (px)

DESCRIPTION

 

Text of Guerilla marketing 2011

Gorilla Marketing

Kirkpatrick Management Company. Inc.

Guerrilla MarketingRevolutionary Strategies & Tactics

Kirkpatrick Management Company. Inc.

Who Are We?

Julie Spear, COSCompliance & Training Specialist; Kirkpatrick Management Co., Inc.

Natalie Mabbitt, RCMRegional Property Manager; Kirkpatrick Management Co., Inc.

Kirkpatrick Management Company. Inc.

Sneak PreviewStep-By-Step Guerilla Strategies and Tactics to Developing a Marketing Plan Specific to Your CooperativeElements of the Marketing Plan Non-Traditional Marketing Ideas/ExamplesFair Housing Requirements

Kirkpatrick Management Company. Inc.

Websters DefinitionMarketing The process or method of promoting, selling and distributing information to consumers and potential customers.

Guerrilla MarketingMeans by which you can implement marketing ideas through low-cost, non-traditional , sometimes radical methods.

Kirkpatrick Management Company. Inc.

Marketingthe aim of marketing is to know and understand the customer so well, that the product or service sells itself ~ Peter DruckerConsidered to be the master (some even say inventor) of marketing for the 20th Century

Kirkpatrick Management Company. Inc.

The 5 Ps of MarketingProduct

Price

Promotion

Place

People

Kirkpatrick Management Company. Inc.

The ProductGuerilla StrategyPhysical Product - Size, Condition, Floorplans, Brand Identity- Pinpoint your One Thing? Features, Amenities, Quality, AtmomsphereYour Reputation: Good? Bad? or Indifferent?Logo Tie into Brand

Guerilla TacticObjectively identify all aspects - good and bad.Emphasize PositivesSchedule necessary repairs and upgrades and set a timeline to correct all negative features identified.Distinguish your best features and the image you wish to project.

Kirkpatrick Management Company. Inc.

The PriceGuerilla StrategyWhat can Target Market afford to pay?Monthly Carrying ChargesMembership Fee & EquityUtilitiesWhat does your price include?Any Subsidy in place?Market Analysis

Guerilla TacticStudy Area Median Incomes & Any Income Limits.Analyze $/sq.ft for area rentals and home sales, which are competition.Is your equity payment an investment? Or does it compare to required deposits in your area?Calculate $ value of Utilities and Services included in your Housing Charges.

Kirkpatrick Management Company. Inc.

The PromotionAdvertisingPublicitySalesPersonal SellingWord of MouthImage ManagementWebSocial Media

Kirkpatrick Management Company. Inc.

The PlacePhysical Location includes all of the specific physical aspects of the propertyRelative Location emphasizes the location of the property in relationship to resident needs and desiresComparative Location how your property compares with other apartment communities with which you compete

Kirkpatrick Management Company. Inc.

The PeopleOn-Site PersonnelContract WorkersMarketing Partners and VendorsBoard of DirectorsManagement Team

Kirkpatrick Management Company. Inc.

Why a Marketing Plan?It requires you to produce a quantifiable analysis of the Cooperative, measuring strengths and weaknesses, develop a resident profile, and identify your market in a clear and objective way.It encourages effective use of resources and budgeting. Use as a tool to monitor and control marketing costs vs. results.A clear cut plan, implemented step by step, will produce the best results.

Kirkpatrick Management Company. Inc.

Because of Vacancy LossExample: 10 vacant units per month; carrying charges of $500 per month

This is $5,000 worth of lost income in 1 month

If all of these units remain vacant for an entire year your coop loses $60,000 annually

This is money that can NEVER be recovered.

Kirkpatrick Management Company. Inc.

Step-By-Step to Your Marketing PlanStep #1: Purpose of Marketing EffortsStep # 2: Analyze Current MarketingStep #3: Identify Target MarketStep #4: Identify Your CompetitionStep #5: Select Marketing ElementsStep #6: Create a BudgetStep #7: Create a TimelineStep #8: Monitor the ResultsStep #9: Re-evaluate the Plan

Kirkpatrick Management Company. Inc.

Step #1: PurposeWhat do you want to accomplish (goals)?

Reduce vacancy/Build Waitlist?Create a more diverse community?Increase your value and Member return on equity?Decrease costly turnoversImprove desirability of your Brand

Kirkpatrick Management Company. Inc.

Step #2: Analyze Current EffortsWhat are you doing now?What have you done in the past?What has worked the best?Have you measured efforts?Traffic Log DocumentAnalyze Statistics in Crime, Complaints, Turnover, Evictions

Kirkpatrick Management Company. Inc.

Step #3 Identify Target MarketWho do you want to reach with your Marketing efforts?How do you determine who your target market is?Do you need to diversify your demographic?

Kirkpatrick Management Company. Inc.

Positioning for the Target MarketDoes what you offer provide a benefit to your target customers needs?Will the benefit be perceived as real and meaningful?Does it truly separate you from the competition?Is it unique or difficult to copy?

Kirkpatrick Management Company. Inc.

Understanding & Tracking TrendsAverage Income / Median IncomeEmployment Growth/DeclineInterest RatesOverall Health of Real Estate MarketMilitary/Student PopulationsCrime Statistics

Kirkpatrick Management Company. Inc.

Step #4: Identify your competitionIf a person is looking for housing in your area what other communities will they be looking at?What amenities do they offer?What is their cost per month?What does that monthly payment include?How are they marketing their community?Complete an annual market survey

Kirkpatrick Management Company. Inc.

Step #5: Marketing ElementsElements of a Marketing Plan

Curb AppealResident RetentionSite StaffCommunity OutreachLogo/SignagePrint AdvertisingWeb

Kirkpatrick Management Company. Inc.

Curb AppealWhat Meets The Eye

Kirkpatrick Management Company. Inc.

Curb Appeal Guerrilla StrategiesLawn Maintenance/LandscapeTrash Pick-UpWindow CoveringsPatio ConditionsNight-Time AppearanceSignageCondition of BuildingsParking Lots/DrivesNeighborhood EnvironmentMember Involvement

Kirkpatrick Management Company. Inc.

Curb Appeal Guerrilla TacticsGrounds CommitteeCommunity Clean-Up Day/Beautification DayPartner College/University Horticultural StudentsMember ContestsCommunity Vegetable GardensSeasonal Plantings/DecorationsGive-Aways: Flowers, Outdoor DecorAreas for Benches, Cook-Outs, PicnickingNew Porch Lights, Mailboxes, Address #s, Shutters

Kirkpatrick Management Company. Inc.

Resident RetentionFeeling At Home

Kirkpatrick Management Company. Inc.

Membership Retention Necessary for Cooperative Survival?Reduces Turn Over Costs.Makes the Property Desirable.Allows for Realistic Budgeting.Affects the Bottom Line.

Kirkpatrick Management Company. Inc.

Member Retention Guerrilla StrategiesProvide your Members with Top-notch Customer ServiceCreate a schedule of tangible Incentives for Members to stay year after yearWhy throw precious Marketing resources at Prospects INSTEAD OF Existing Members?

Respond promptly to Member complaints and concerns.Organize events designed to include your Members in their community.Give reasons for Members to get involved and experience a sense of belonging.

Kirkpatrick Management Company. Inc.

Member Retention Guerrilla TacticsCommunicationNewsletter/NoticesSocial MediaSurveyReward ProgramsReferral/Early BirdContestsAnnual Retention AwardCustomer ServiceMaintenance Dept.ManagementBoard of Directors

Kirkpatrick Management Company. Inc.

Member Retention Guerrilla TacticsMore Resident Retention IDEAS

Kirkpatrick Management Company. Inc.

Complaint ResolutionHelps Members to feel valued, validated and respected.Institute a policy requiring all complaints be submitted in writingRecord of Contact per HouseholdListen attentively, respond non-defensively.Require written follow-up on all complaints including those addressed in personConsider introducing a Moderator to settle disputes between Member households.

Kirkpatrick Management Company. Inc.

Site StaffYour First Line of Marketing

Kirkpatrick Management Company. Inc.

Staff Professionalism: Office StaffFirst ImpressionAttitudeCommunity PrideKnowledgeFriendly DemeanorConfidentialityContinuing EducationFollow-up

Kirkpatrick Management Company. Inc.

Telephone TechniqueGoal of the Prospect CallTo Create Interest in Your CommunityBuild a Rapport With the ProspectConvert the Call to an On-Site Visit

Framework of the Prospect CallGreetingQualifyingPresentationClosing

Kirkpatrick Management Company. Inc.

Guest CardCollect basic contact Information

Be sure to document how the potential Member heard about the Cooperative

Follow-Up with a phone call and/or thank you note

Kirkpatrick Management Company. Inc.

The DemonstrationAgain, you only get 1 chance to make a first impression, soStand UpMake Eye Contact Shake HandsAct InterestedMake Them Feel Welcome Model ApartmentTour CommunityOvercome Objections

Kirkpatrick Management Company. Inc.

Staff Professionalism: Maintenance StaffSkilled WorkmanshipPersonal AttitudeFriendly MannerClean AppearanceConfidentialityProperty PridePride in Co-WorkersFollow-up

Kirkpatrick Management Company. Inc.

Community OutreachMake Friends

Kirkpatrick Management Company. Inc.

Informal N