Post on 27-Mar-2016
description
UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
Evans Ridge
UNDERSTANDING OUR BUSINESS 2
CONTENTS
4 your Team
5 Bespoke Defined
6 Marketing Strategy
7 By the numbers
9 Value Proposition
10 Auction house Exposure
18 Web marketing
30 Print Banner Advertising
36 magazine Placement
38 Targeted publications
44 PR Support
45 Activity Reporting
46 Summary of Benefits
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
10687 Evans Ridge Road
UNDERSTANDING OUR BUSINESS
Clayton Andrews
Senior Vice President, Regional Manager
312.618.3325
candrews@christies.com
Natalie Hamrick
Marketing Analyst
312.852.3705
nhamrick@christies.com
Claire Spadafora
Administrative Assistant
312.860.4952
cspadafora@christies.com
El Moriarty
Senior Manager, Client Services
212-974-4421
emoriarty@christies.com
Your Team – Central Region
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Individually tailored
• Made to specification
• High degree of customization
and quality
What is Bespoke?
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Generate high-quality referrals from
Christie’s and Christie’s International Real
Estate.
• Provide a program with dedicated resources
and marketing support to secure and extend
the most high-profile and competitive
listings.
• Maximize our global reach, public relations,
and marketing channels to build
international awareness of your finest
properties and to find buyers.
Bespoke Marketing Strategy
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Total Properties: 68
22 Christie’s Referrals
• Total Value: $1.6 billion
• Average Price: $23.5 million
• US$10 Million and Above: 43
• US$20 Million and Above: 22
• Total Value Sold: $259 million
By the Numbers
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Proprietary programs and auction venues reserved
for properties enrolled
• Marketing initiatives supported by our art house
colleagues
• Property-specific custom-designed marketing plan
and monthly reports
• Hands-on support of your regional vice-president
and marketing analysts
• Christie’s International Real Estate and local Affiliate
working as a selling team
• Exclusive – less than 1% of Christie’s International
Real Estate’s listings
Custom-Tailored Marketing for the World’s Most
Extraordinary Properties
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Auction House Lobby Exposure
• Christie’s International Real Estate
Magazine
• Presentation Books
• Auction Catalogues
• Promotion Cards and Bookmarks
• Proprietary Christie’s Publications
• PR Support
• Christie’s Events
• Global Media Plan
• Christie’s Web Site
• Christie’s International Real Estate
Web Site
• Targeted Mailings
• E-Campaigns
• Video Initiatives
• Social Media
• Activity Reporting
Value Proposition: Proprietary Marketing Venues
*Each value proposition expertly tailored to your property
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Lobby Video featuring a montage of
properties at: Christie’s Rockefeller Center
Christie’s King Street, London
• Target Date: Within 45-60 days of
enrollment
• Estimated Total Cost: $0
Auction House Exposure
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Property of the Month Video
showcasing Evans Ridge
• Example:
http://www.christiesrealestate.com
/PropertyDetails/263182/1539344
/75/9#263182/1539344/75/9
• Target Date: Within 30 days of
enrollment
• Estimated Total Cost: $0
Auction House Exposure
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Inclusion in Brochure Displays at key
Christie’s Auctions and Events
Worldwide
• Events and Dates TBD
• Target Date: As available
• Estimated Total Cost: $0
Auction House Exposure
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Pull-Up Banner to be
displayed at key
auctions and events
worldwide
• Target Date: Within 30
days of enrollment
• Estimated Total Cost:
$600
Auction House Exposure
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Promotion in select auction sales catalogues
• Target Date: As available
• Upcoming Auctions:
Fine & Rare Wines
Russian Works of Art
Magnificent Jewels
Vintage Posters & Olympic Icons
Christie’s Interiors
• Estimated Total Cost: $0
Auction House Exposure
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Promotion in select auction
publications
• Target Date: As available
• Estimated Total Cost: $0
Auction House Exposure
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Inclusion of Bespoke Booklet available at:
Christie’s Rockefeller Center (New York)
Christie’s King Street (London)
Christie’s Auctions and Events (Worldwide)
• Booklets mailed to select high-net-worth
individuals
• Target Date: As available
• Estimated Total Cost: $0
Auction House Exposure
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Inclusion in Christie’s E-Newsletter
mailed to over 170,000 Christie’s
clients
• Estimated Total Cost: $0
Auction House Exposure
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Promotion on the Wall Street Journal
Partner Site:
http://online.wsj.com/home-page
• 374,332 Impressions
• Target Date: Ongoing
• Estimated Total Cost: $0
Web Marketing
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Promotion on Country Life
Partner Site:
www.countrylife.com
• 50,000 Impressions
• Target Date: Ongoing
• Estimated Total Cost: $0
Web Marketing
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Promotion on Robb Report
Partner Site:
www.robbreport.com
• 20,000 Impressions
• Target Date: Ongoing
• Estimated Total Cost: $0
Web Marketing
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Promotion on PropGoLuxury
Partner Site:
www.propgoluxury.com
• 350,000 Impressions
• Target Date: Ongoing
• Estimated Total Cost: $0
Web Marketing
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Descriptive property promotion on
Christie’s International Real Estate
site: www.christiesrealestate.com
• 100,000 average monthly visitors
• Target Date: Ongoing
• Estimated Total Cost: $0
Web Marketing
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Property promotion on Christie’s Site:
www.christies.com
• 300,000 average monthly visitors
• Target Date: Ongoing
• Estimated Total Cost: $0
Web Marketing
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Property promotion on Christie’s Art of
Living Widget:
http://www.christies.com/on-the-
go/widgets/christies-real-estate.aspx
• 300,000 average monthly visitors
• Target Date: Ongoing
• Estimated Total Cost: $0
Web Marketing
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Web video on Christie’s International
Real Estate Site and YouTube Page:
http://www.youtube.com/watch?v=Aa8
J6duLJNc
• Target Date: Ongoing
• Estimated Total Cost: $0
Web Marketing
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Featured showcase on home
page carousel:
www.christiesrealestate.com
• Target Date: Ongoing
• Estimated Total Cost: $0
Web Marketing
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Placement on Featured Properties Page:
www.christiesrealestate.com/SearchListing/
1539192/75/1/15
• Linked directly from home page and
dedicated ONLY to Bespoke Properties
• Target Date: Ongoing
• Estimated Total Cost: $0
Web Marketing
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Promotion on Social Media Channels
YouTube
• Target Date: Ongoing
• Estimated Total Cost: $0
Web Marketing
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Eight Page Brochure
• Target Date: 15-30 days after
enrollment
• 1,000 Copies
• Estimated Total Cost: $4,475
Property Listing Collateral
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Christie’s Interiors
• Target Date: TBD
• Banner Ad
• Estimated Total Cost: $420
Print Banner Advertising
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• The Wall Street Journal –
U.S. Edition
• Target Date: TBD
• Banner Ad
• Estimated Total Cost: $315
Print Banner Advertising
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• International Herald
Tribune
• Target Date: TBD
• Banner Ad
• Estimated Total Cost: $630
Print Banner Advertising
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Robb Report Exceptional
Properties
• Target Date: TBD
• Banner Ad
• Estimated Total Cost: $840
Print Banner Advertising
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• The Wall Street Journal – U.S.
• Freestanding space on Friday’s Real Estate
Section
• Target Date: TBD
• Premium Ad
• Estimated Total Cost: TBD
Print Banner Advertising
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• The Robb Report Collection
• Target Date: TBD
• Banner Ad
• Complimentary with full-page ad in
Christie’s International Real Estate
Magazine
• Estimated Total Cost: $0
Print Banner Advertising
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Full Page Property Ad in
Christies International Real
Estate Magazine
• Target Date: Issue Three and
Issue Four
• Estimated Total Cost: $3,400
per issue
Christie’s International Real Estate Magazine
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
New Initiatives and redesign of quarterly
publication:
• Lifestyle editorial
• Modernized layouts
• Ultra luxury advertising
• Increased distribution channels
• New digital version
• iPad application
2012 MARKETING INITIATIVES
Christie’s International Real Estate Magazine
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Full Page Property Ad in Quest Magazine
https://questmag.com
• Target Date: June 2012
• Distribution: Affluent NYC and Palm Beach,
Florida residents with 1.4m average household
income and a circulation of over 65,000
• Estimated Total Cost: TBD
Targeted Publications
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Full Page Property Ad in Haute Living, Los Angeles:
http://www.hauteliving.com/magazine
• Target Date: June 2012
• Distribution: 35,000 copies sent to - Peninsula Beverly
Hills, Montage Resorts, Four Seasons Beverly Wilshire,
Ritz Carlton Marina Del Ray
• Mailed to homes over $5 million in Laguna Beach,
Newport Beach, Beverly Hills, Malibu, Hollywood Hills,
Brentwood, Pacific Palisades, and Bel Air
• Distributed aboard 10,000 Private Jet Flights
• Estimated Total Cost: TBD
Targeted Publications
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Full Page Property Ad - Haute Living, Miami:
http://www.hauteliving.com/magazine
• Target Date: June 2012
• Distribution: 35,000 copies sent to Setai, Ritz Carlton South
Beach and Palm Beach, Mandarin San Francisco, Breakers
Palm Beach, Four Seasons Palm Beach, Ritz Carlton Key
Biscayne, Ritz Carlton Coconut Grove, Sagamore Hotel
• Mailed to homes over $5 million in Miami/Coral
Gables/Bal Harbor and Palm Beach Island
• Distributed aboard 10,000 Private Jets
• Estimated Total Cost: Complimentary with full page ad in
Haute Living Los Angeles issue
Targeted Publications
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Half Page Property Ad in Variety Magazine:
www.variety.com/home
• Target Date: June 2012
• Distribution:60,000 subscribers of high net
worth producers, actors, and film industry
executives
• Estimated Total Cost: TDB
Targeted Publications
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Full Page Property Ad and
Banner ad to run for one month
in The Hollywood Reporter:
www.hollywoodreporter.com
• Target Date: June 2012 (weekly
edition)
• Distribution: High net worth
producers, actors, etc. with total
assets over 1.7m - 72,000
circulation
• Estimated Total Cost: TBD
Targeted Publications
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Moscow Times:
www.themoscowtimes.com/index.php
• 240 x 400 digital ad running for one
month
• Target Date: June 2012
• Estimated Total Cost: TBD
Targeted Publications
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Press Release distributed to
international media and ongoing
public relations support
• Online News Center:
http://www.christiesrealestate.com/
News/Press%20Releases/1/85
• Target Date: Ongoing
• Estimated Total Cost: $0
PR Support
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
• Regular reports detailing marketing,
Inquiries, and Showings
• Target Date: Ongoing
• Estimated Total Cost: $0
Activity Reporting
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS 46
Summary of Benefits
Auction House Exposure = $600
Web Marketing = $0
Property Listing Collateral = $4,475
Print Banner Advertising = TBD
Christie’s International Real Estate Magazine = $6,800
(includes placement in two issues)
Targeted Publications = TBD
TOTAL = TBD
Bespoke Marketing Proposal
UNDERSTANDING OUR BUSINESS
Celebrating 25 Years
47 Bespoke Marketing Proposal