Post on 22-Apr-2015
description
"We can't compete on price. We also can't compete on quality, features or service.
That leaves fraud, which I'd like you to call marketing."
Dilbert’s Boss
Loreto Bay Marketing 2008
Overview
‣ What is Marketing?
‣ Our Brand
‣ Who are Our Customers?
‣ Where We’re Headed
‣ How We Get There
What is Marketing?
Marketing is the process of communicating and building relationships that turn prospects into raving fans
What is good marketing?
A Team Concept
‣ Sales and marketing should work as one Team, period.
‣ Marketing and sales are interrelated. One cannot function without the other.
Marketing Strategy
Marketing Strategy
Brand Strategy
Marketing Strategy
Brand Strategy
Sales Strategy
Marketing Strategy
Brand Strategy
Sales Strategy
PR
Direct Mail Web Marketing
Prospects
Marketing Strategy
Brand Strategy
Sales Strategy
Sales Process
PR
Direct Mail Web Marketing
Prospects
Marketing Strategy
Brand Strategy
Sales Strategy
Sales Process
Happy CustomerProfitable Sale
PR
Direct Mail Web Marketing
Prospects
Our Brand
Your brand is what instantly comes to mind when people hear or see your name.
and, its a singular idea.
And, it’s not just the logo...
everything is part of the brand.
How we answer the phone
How we answer the phone
Amenities
How we answer the phone
Amenities
Response Time
How we answer the phone
Amenities
Response Time
Email Messages
How we answer the phone
Amenities
Response Time
Email Messages
Colors
How we answer the phone
Amenities
Response Time
Email Messages
Colors
Our People
How we answer the phone
Amenities
Response Time
Email Messages
Colors
Our People
Advertising
How we answer the phone
Amenities
Response Time
Email Messages
Colors
Our People
AdvertisingArchitecture
It must be woven into our Culture
Loreto’s singular idea
‣ What is it today? Who is Loreto Bay?
‣ What’s Missing?
‣ How do we get there?
‣ What is a storyline?
‣ What’s an envisioning?
‣ what do we stand for?
What Does Our Brand Promise?
‣ Ensure that your brand tells the truth
when it makes a promise
‣ And when a promise is made, make sure it is kept
Integrity: Keeping the Brand Promise
perception 80% of CEO’s believe of
believe their brand provides a superior customer experience
(Bain & Company)
perception 80% of CEO’s believe of
believe their brand provides a superior customer experience
(Bain & Company)
8% of their customers agree
But I’m just a sales personThat is not my department…
YES IT IS…Our brand communicates
every time it touches a customer.
As a Sales Person you need tomanage this communication.
This makes you responsible for each“moment of truth”
Source: DAVIS S., LONGORIA T., “Harmonising Your Touchpoints”, Brand Packaging, Jan/Feb 2003
Consider Each Moment of Truth as a Brand Expression
So, what’s our
Story?
In a million channel world, brands whose consumers tell the best stories, win
EXPERIENCES - EMOTIONS - STORIES
Loreto Bay: The Storyline
‣ In addition to the implementation of new
visual tools, the storyline will be created as a
blueprint for all marketing and public
relations messaging
‣ Establish Loreto Bay as a great place to
experience life: for a few days, a few weeks, a
few months or to live full-time
Story Cornerstones
‣ A still charming, still relatively unspoiled part of the Baja and one of the few remaining bastions of the idyllic and vivacious Mexican culture most US and Canadian visitors would say they have been searching for
‣ The Sea of Cortez. Cousteau’s aquarium. Steinbeck’s pearl. A World Heritage site.
‣ A spectacular site – the mountains do kiss the sea – but, again, what does that mean for the buyer?
‣ The concept of Experience Concierge as part of the club we’re planning. But at a really consequential level
Brand Evolution
‣ Loreto Bay will be marketed to a much broader demographic as an exciting destination
‣ The flavor of the new mark expected to be fresher and more casual
‣ Will marry easily to photographs, typography and backgrounds
‣ Open, airy, light, much like the landscape
Brand Loreto Bay as a Hot Destination for all ages and interests based on:
• Sports and Adventure
• Safe/Social Community
• Convenience and Access
• Sustainability
• Previously undiscovered - New Mexico
Brand Evolution
Who Are Our Customers?
Current Buyers: Demographic + Geographic
‣affluent baby boomers‣young professionals‣ages 30 to 59‣married couples ‣well-educated ‣HHI more than $200,000
Current Buyers: Demographic + Geographic
‣ 44% of buyers are from California
‣ 20% from Canada
‣ 12% from the United States Northwest
‣ 24% are from 26 other States, France, UK,
Saudi Arabia and the US Virgin Islands
What Will Drive Recreational Real Estate?
‣ Authenticity Seekers
‣ Youth Wealth
‣ Leaving a Legacy
‣ The New Prime Time
‣ Slowing Down the Speed of Life
‣ The Importance of the Female Buyer
‣ The Real Value of Real Estate
What Will Drive Recreational Real Estate?
‣ Authenticity Seekers
– “Authenticity is the new luxury.” Authentic
architecture. Authentic places. Authentic
experiences. Authentic people. Authentic
relationships. And authentic stories.
What Will Drive Recreational Real Estate?
‣ Youth Wealth
– Surprisingly 70-percent of the wealth in the
United States has been created in the past 12 years.
We are in an Entrepreneurial Age, when someone,
regardless of age and, indeed, independent of
traditional business acumen, can accumulate
RAPID wealth, often in technology-related fields.
What Will Drive Recreational Real Estate?
‣ Leaving a Legacy
– Many Baby Boomers have “sold their souls, and
now they want to buy them back.” These buyers
could be drawn to Loreto Bay’s commitment to
honor the sea
What Will Drive Recreational Real Estate?
‣ The New Prime Time
– Boomers are also redefining the very word
“retirement”. They see retirement as being an active
phase of life – physically, intellectually and even
professionally, with many of them embarking on
second careers (often in search of a second,
preferred, more creative career than their first
one).
What Will Drive Recreational Real Estate?
‣ Slowing Down the Speed of Life
– In terms of real estate sales “…the new urgency is
the uncertainty and brevity of life. Baby Boomers
in particular want to squeeze as much
(meaningfulness) as possible into their lives.” They
accept that their bodies will age, but mentally
they do not want to grow old.
What Will Drive Recreational Real Estate?
‣ The Importance of the Female Buyer
– With real estate uncertainty to depend across
America, we’re clearly into a new era, with new
buyers, new buying patterns, and a major paradigm
shift is needed. Most marketers know that 70-
percent of real estate purchases are finalized by
women.
What Will Drive Recreational Real Estate?
‣ The Real Value of Real Estate
– End of skyrocketing prices of real-estate fueled by
the speculative buyer and by the availability of sub-
prime mortgages.
– developers who over-promised and under-
delivered have also caused buyers to now become
more cautious
– Buyers now ask more and expect more of the
developer-builder they choose to buy from. This is
a crucial part of the new Loreto story.
Loreto Bay is Multi-Generational
‣ 25 to 35 year-old Buyers:
– It is romance, margaritas, a great tan and has just about any sport you can think of to get in shape and have fun.
Loreto Bay is Multi-Generational
‣ 35 to 55 year-old Buyers:
– It is a sports and adventure vacation destination
for couples who enjoy their neighbors and love
to have a great time.
– It’s also a getaway for a long weekend to repair
stress, play some golf, meet new friends.
– And it’s safe. The kids can drink the water,
experience another culture, play in the ocean and
see whales.
Loreto Bay is Multi-Generational
‣ 55+ year old Buyers:
– Not a retirement village but rather a healthy
family environment where both your children
and grandchildren love to come.
– And it’s sustainable.
Where We’re Headed
Strategic Overview
‣ Leverage new brand position, expanded market data, fully developed project storyline and marketing infrastructure to launch a comprehensive, fully-integrated marketing effort intended to accomplish the following:
– Establish Loreto Bay as an emerging “must see”
destination
– Create buzz in the market place surrounding both
home sales and tourism
– Generate leads and traffic required to achieve
sales and revenue goals
Going Forward
‣ Introduce non-traditional methods with refined and re-focused traditional tools
‣ Leverage tourism efforts for real estate
‣ Re-Brand Loreto Bay with new look to establish it as a major destination
How We Get There
The next 30 Days
‣ 3 more prospect blasts
‣ troon blast to 250k
‣ completion of sales centers
‣ completion of new collateral materials to support on site sales
‣ new “look and feel” and Logo
‣ new 2008 PR campaign launched
‣ Highly targeted PR campaign with seattle firm for major canadian provinces
‣ Social networking campaign is lauched
‣ continued homeowners communication
The next 60 days
‣ new storyline completed
‣ website reskinned and launched
‣ new inn site completed
‣ initiation of on site signage program
‣ new sales strategy fully underway
‣ new airport creative
‣ national geographic traveler
‣ continued on line lead generation efforts
‣ PR Program to Major provinces
The next 90 days
‣ Membership program launched
‣ Launch strategy for beach club finalized
‣ Outreach programs in place
– Vancouver marketing
– Replay “friends and Family” well underway
– Resort to resort
– Coming out event
‣ print placements
– in flights
– verticals
more to come
‣ True Integration with hospitality
‣ Home owner referral programs
‣ Events
‣ resales well underway
‣ Grand Openings
– beach club
– golf course
Lead Generation 2008
Web Inquiry
public relations
Direct Mail
Friend/Owner Referral
social Networking
Resort Guest - eco travelers
Banner Ads
Realtor
Walk In
Traditional vs. Non-Traditional
Traditional Non-Traditional
Print Advertising Social Media Marketing
Radio/TV/Outdoor Blogging
Public Relations Social Networking
Direct Mail Social Media
Events
Newsletters
Communication and Referral
Advertising‣ A combination of base and vertical placements will
be used to support overall marketing efforts and Social Media campaign
‣ In-flight magazines have performed and support tourism
‣ Local advertising in support of off-site events
‣ Message designed to drive web traffic
‣ Print will help establish Loreto as “must see”
‣ Leverage PR and editorial wherever possible
Public Relations‣ Establish Replay as a respected source player in resort
development
‣ Focus on amenity development and business development in baja
‣ Utilize a combination of high level international approach combined with additional emphasis in feeder markets
‣ Continue integrating tourism and home sales messaging
‣ Further establish Loreto as a destination – the hip, outdoor recreational hub of Baja
‣ Consistently reinforce Loreto Bay storyline in PR opportunities
The Importance of the Internet
– 65-percent of resort real estate buyers find their
next new homes by referral from friends and
family
– 65-percent predicate their real estate buying
decisions on information they find on the
Internet
– let’s give them something irresistible to talk about
in our on-line marketing efforts
– We must better understand how to make a first-
time guest visitor to our resort or to our website
feel welcomed, feel “a part of us” at the moment of
first contact
Website
‣ Become an interactive community
‣ Unique experience in real estate and tourism sites Create a personal feeling for the user
‣ Meet people from LB who is sharing the spirit and excitement through conversation
‣ Fresh and clean
‣ Easy to navigate
Web 2.0 Marketing
A Myriadof New Web 2.0 Tools to Get Our Message Out Fast!
Preferred Method of the Desperate
Preferred Method of the Desperate
We Don’t Sell. We Teach.Knowledge Marketing
Don’t “advertise”Join the conversation
Social Media Marketing:Joining the Online Conversation
‣ Social Network Sites
– MySpace
– Many more...
‣ Blogs
‣ Picture/Video Sharing
Social Media Marketing:Joining the Online Conversation
‣ Word of mouth can be encouraged and facilitated.
‣ It can’t be faked!
‣ 56% of consumers say they trust their friends and family to influence them on companies and brands
‣ 63% of consumers share content they receive at least once a week
‣ 75% of people forward shared content to up to six people
Social Network Marketing:
‣ Websites where people can gather to discuss common interests, share media, explore ideas, complain, praise, etc.
‣ There is a place for everyconceivable interest
It’s About Relationships(wasn’t it always?)
It’s Just Not Child’s Play Anymore
Source: ComScore
Impact of Social Media SitesTotal Web Traffic in Millions July 2007
It’s Not Going Away...
– 67 million users
– Average 250,000 new users per day since Jan. 2007
– The fastest growing demographic is those 25 years
old and older
– Over 18 million users
– More Business Oriented
– Average HHI - $130,000
– Average Work Experience - 15 years
You can Participate
‣ Personal Profile on LinkedIn & Facebook
‣ Administer and Feed Loreto-centric social media sites
‣ Take part in discussions online to help people with questions about Mexico or Baja real estate or the destination
‣ Start building relationships with people online
DANGER, DANGER
There is a Right Way...
‣ We can provide you with training getting your profiles set-up correctly
‣ Get too aggressive and you can get dumped from these sites without warning!
‣ They don’t want people becoming spammers and just putting up aggressive sales pitches
‣ Must be done in the spirit of helping others with VALUABLE information
PERSPECTIVEDo good for the world and for your business
Gracias