Presented by Tracey Hopkins Brainstorming Sessions 03 Taking ADvantage: Creating Competitive ADvantage in the Marketplace Presented by Tracey Hopkins Jumpstart Marketing

Presented by Tracey Hopkins Brainstorming Sessions 03 Include in Every Ad: ___________________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ Taking Advantage: The Basics ____________ is the KEY to successful ad campaigns. And now a word from our sponsor… ________________________ ________________________ ________________________ ________________________ ________________________

Presented by Tracey Hopkins Brainstorming Sessions 03 3 Elements in Print Ads: _______________ _______________ _______________ ______________________________ ____________________________ ____________________________ ____________________________ ____________________________ ____________________________ ____________________________ ____________________________ ____________________________ ____________________________ ____________________________ 90% of the time the sell copy or “body” of the ad doesn’t get read. Focus on the headline & subhead ALWAYS Design Print Ads to include: White Space, property logo, phone number, address, web site address

Presented by Tracey Hopkins Brainstorming Sessions 03 “Never underestimate the power of a well designed brochure! It’s the silent leasing consultant sitting in the passenger seat with all the competitors.” tracey hopkins Planning Your Collateral __________ Large Floorplans Contact Information Fair Housing Logo Use a design firm to help you plan all of your pieces for the year with an easy reorder system. At the minimum each site needs: 2,500-5,000 Brochures Letterheads / envelopes Blank notes / envelopes Business cards Marketing cards

Presented by Tracey Hopkins Brainstorming Sessions 03 Types: Billboards, bus shelters/benches, stadium displays, mall and airport signs, bus cards and Taxi tops A Successful Outdoor ad has: __________ Use 6-8 Words Outdoor ads are: 80% less expensive than TV 60% less expensive than newspaper 50% less expensive than radio Big & Simple Graphics Avoid ALL CAPS Vary Font Size Readable Font Visit or for more assistance.

Presented by Tracey Hopkins Brainstorming Sessions 03 Let’s Focus on Web Sites… Elements of Successful Websites: __________________ __________________ __________________ __________________ __________________ __________________ __________________ __________________ __________________ __________________ __________________ __________________ __________________ To Storyboard the Web Site, you are basically doing a comic-strip type of presentation of how the site will look and sound. Put your URL on everything… Advertising Yellow Pages Print Brochures Business Cards Career apparel and name tags Signage Voice Mail Anything that has your property name! Your web address is your phone number for the next century-include it in everything

Presented by Tracey Hopkins Brainstorming Sessions Ways in Which Advertising Appeals to the Consumer Taste or hunger Comfort Beauty Attractiveness to others Well-being of loved ones Adventure or bravery Superiority over others Physical well-being Security Fear Fun and Games Economy Efficiency Cleanliness Safety Happiness Romance and/or sex Excitement Rest Ambition Sympathy Guilt Avoidance of pain Entertainment Curiosity Hope Dependability Durability Peace Use this checklist to note appeals made to the consumer both by you and your competition

Presented by Tracey Hopkins Brainstorming Sessions 03 Customer Contact Points From A to Z! To maximize the effectiveness of your marketing communications program, reach your potential customers at the most productive times and in the most productive Airport Amusement park Audiotape Auto dealership Auto repair shop Auditorium Balloons Bar or tavern Bathroom Beach Bike path Boat Bowling alley Bus Bus Shelter / bench Calendar Car Car rental agency Car wash Catalog CD Church Circus Clock Clothing Computer Conference Convention Coupon Daycare center Dentist’s office Doctor’s office Drug store Elevator Entrance to someplace Exit from someplace Fair Fax Gas station Golf course Grocery store Health club Hospital Hotel Hotel room Jogging path Kiosk Laundromat Magazine Mail Mall Military base Motel Motel room Museum Newspaper Nursing home Office Package Parade Park Phone booth Playground Program Radio Resort Restaurant Retirement community School Ski hill Sports event Stadium Store Street Corner Swimming pool Synagogue Taxi Television Theater Toll booth Trade show Train Train station Travel agency Video rental store Waiting room Wall Window Yard Yellow pages Zoo

Presented by Tracey Hopkins Brainstorming Sessions Ways in Which Advertising Gets Attention & Communicates Humor Real-life dramatizations Slices of life Testimonials Guarantees Comparisons Problem solving Characters Talking heads Recommendations Reasons why Facts News Emotion Cartoons Animation Charts Computer graphics Claymation Music Symbols Animals Contests and sweepstakes Offers Exaggeration Glamour Personalities Spokespersons 800, 888, 900 numbers The product alone Different uses for the product Effects of not using the product Before and After The package as the star Source: Advertising & Marketing Checklists Ron Kaatz

Presented by Tracey Hopkins Brainstorming Sessions 03 Miscellaneous Notes ____________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________