Taking Taking ADvantaADvanta

ge:ge: Creating Competitive Creating Competitive

ADvantage in the ADvantage in the MarketplaceMarketplace

Presented by Tracey Hopkins

Jumpstart Marketing

Include in Every Ad:

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Taking Advantage: The

Basics

____________ is the KEY to successful ad campaigns.

And now a word from our sponsor…

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3 Elements in Print Ads:_____________________________________________

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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

“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

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 www.oaaa.org or www.srds.com for more assistance.

Let’s Focus on Web Sites…

Elements of Successful Websites:

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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 PagesPrintBrochuresBusiness CardsCareer apparel and name tagsSignageVoice MailAnything that has your property name!

Your web address is your phone number for the next century-include it in everything

31 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

Customer Contact PointsFrom 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

35 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

Miscellaneous Notes

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