Sb Marketing3ppt

"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


Prospects

Marketing Strategy

Brand Strategy

Sales Strategy

Sales Process

Happy CustomerProfitable Sale

PR


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


Amenities


Amenities

Response Time


Amenities

Response Time

Email Messages


Amenities

Response Time

Email Messages

Colors


Amenities

Response Time

Email Messages

Colors

Our People


Amenities

Response Time

Email Messages

Colors

Our People

Advertising


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


‣ Authenticity Seekers

– “Authenticity is the new luxury.” Authentic

architecture. Authentic places. Authentic

experiences. Authentic people. Authentic

relationships. And authentic stories.


‣ 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.


‣ 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


‣ 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).


‣ 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.


‣ 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.


‣ 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.


‣ 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.


‣ 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

Print

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

We Don’t Sell. We Teach.Knowledge Marketing

Don’t “advertise”Join the conversation

Social Media Marketing:Joining the Online Conversation

‣ Social Network Sites

– Facebook

– LinkedIn

– 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...

‣ Facebook

– 67 million users

– Average 250,000 new users per day since Jan. 2007

– The fastest growing demographic is those 25 years

old and older

‣ LinkedIn

– 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

Sb Marketing3ppt

Business

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