Spend money to make money?

Screen Shot 2016-08-15 at 4.36.30 PMTechnology is opening new doors everyday across every industry and real estate is no exception.  As the largest trade organization in the country, new technology vendors are constantly looking to tap into the real estate industry.  This means brokers and agents alike are inundated with looking at and incorporating new technologies into their marketing mix all the time.  We can’t all do everything, but does what we buy and how much we spend on technology actually make us more money?

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Making Your Experiential Events Count

Screen Shot 2016-08-15 at 4.57.39 PMThe summer is on the way at last. After a brutally cold, and seemingly never ending winter in New York and around the the US, you can bet that consumers will be taking to the streets in full force in the next few weeks. What better time for marketers to hit the streets themselves and take advantage of spring fever and summer festivities?

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Coke Zero: This Commercial is NOT Drinkable

Screen Shot 2016-08-16 at 11.46.19 AMIf you’re like me, you’re still coping with the end of March Madness, but happily traded in college basketball for the season premier of Mad Men this past Sunday.

As I often do while watching high profile TV shows and sporting events, I was paying close attention to the commercials during the NCAA Men’s Basketball Finals. I love seeing new and innovative ads that normally surface at these times. What stood out the most for me was Coke Zero’s “drinkable commercial.” At first glance, another home run from Coca-Cola. If you didn’t get a chance to see it, a sultry and seductive 30 second spot shows a hand pouring a bottle of Coke Zero off screen. I as the consumer am supposed to get my Shazam app up to recognize the commercial, taking me to an experience of a glass getting filled with Coke Zero, eventually leading me to a mobile coupon to redeem a free Coke Zero at Target.

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Leveraging Weather for Real-time Marketing

Screen Shot 2016-08-16 at 3.24.32 PMThe human experience carries with it a number of internal and external factors to which we are all predisposed. Internal factors include hunger and sleep; when we’re hungry we eat, and when we’re tired we sleep. External factors such as environment affect our mood, drive, and goals – weather being the key external variable. We’re most inclined to go outside when it’s nice out and stay inside when the weather is bad.

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Borgata Poker…You’re Doing It WRONG!

This one broke my heart – in more than one way. So any of you who know me know Im a poker player. I have the attention span of an unmedicated 3 year old with ADHD after drinking four red bulls, yet i can spend countless hours at a poker table drinking bad beer and studying every nuance of the 9 overweight and bacterially unsound fellows at my table. I don’t know why actually, i just fell in love with the game when i was young, playing for pennies with my mother and grandfather. Living close to Atlantic City and Upper CT, i have poker player cards to virtually all AC casinos as well as Mohegan Sun and Foxwoods, and receive trees worth of mailings from them each year.

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Miller Mobile – You’re doing it wrong!

I couldn’t resist this one. SMS has been in play for years now, and yet still overpaid agencies can’t get it right. Please see exhibit A below:

Now, let’s take a look at this. This is obviously a coaster, likely being used in a bar or club to promote Miller’s “Win Epic Prizes” campaign. At a glance we can tell legal got their grubby hands on even the tagline…’epic’ has an asterisk which makes me question the epic-ness of the prizes. I digress.

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Did You Catch That?

Imagine releasing millions or butterflies into the sky and using your iPhone to catch them.  Sounds a bit farfetched right?  Well that’s exactly what Mobile Art Lab did when they released their iPhone application, iButterfly, in Japan.  This App uses augmented reality to display different butterflies based on where you are, allows you to use the motion sensor on your phone to catch them and gives you different offers/coupons based on the butterflies you catch.

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Coordination and Integration

When I first graduated college and worked in the financial services industry, one of the best terms I ever heard was “coordination and integration”.  We used the term to describe how our financial instruments would work in conjunction with one another for the benefit of the client’s portfolio.  Something about that term stuck with me.  It made sense and regardless of what I have done since then I try to incorporate it when appropriate.    Recently, I use the term to describe how a company’s marketing efforts should coincide with one another; in a coordinated and integrated manner.

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Adding Value

This week I had the opportunity to attend a sales conference for one of our partner companies.  I was truly impressed by all of the various tools and training this company is incorporating to add value not only to their sales team, but for their clients.  “Adding Value” is a term that can take many meanings, but when done well, can truly change the culture of a firm; especially a sales firm.

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