Mark Juleen, from JC Hart Companies had an interesting video blog yesterday at his blog, Marketing Nerd.com Integrated Marketing Communications about PR and Marketing and where does it all fit in at Company Headquarters.
Mark references a post from our good friend, the famed Beth Harte regarding integrated marketing communications in her post “Communication Silos Don’t Work”.
What If Marketing Was In Everything You Did
Mark points out a quite obvious flaw in how we are running our companies,
“While Finance dominates our industry”,” Marketing needs to take its place as the glue and hub for company communications.”
I get we are all for profit folks, but Finance CANNOT run the show. What if EVERYTHING you did was Market Driven, all aimed at “Enhancing the Residents Experience”
What Would Steve Jobs Do
We all talk about company greats such as Apple. While I have no clue what goes on
inside Apple, What they deliver at every twist and turn is marketing driven and places focus on the Customer Experience, down to the box or container you get your iPhone in.
Perhaps that is why, at least for the most part, Apartments are a Commodity, because the bus is driven by a numbers guy, or as Mark, who is much more elegant than I refers to as Finance. Based on the wildly different persona of a typical Finance Guy/Gal verses a Marketing Guy/Gal no one would expect them to see things the same, they don’t, nor will they. I get that marketing can’t run wild, or can it, and when it does, and your company actually Breaks From the Pack of Apartment Commodity, can you get significant enough more rent to justify the shift in Company Culture, I am betting Steve Jobs would say yes if he were running an apartment business and the basic apartment business model as we know it would forever change.
Eric Brown
Eric’s background is rooted in the rental and real estate industries. He founded metro Detroit’s Urbane Apartments in 2003, after serving as senior vice president for a major Midwest apartment developer. He established a proven track record of effectively repositioning existing rental properties in a way that added value for investors while enhancing the resident experience. He also established Urbane Media, a social media marketing and PR laboratory, where innovative marketing ideas are tested. Eric has been featured in Entrepreneur Magazine and Business Week Magazine. You can connect with Urbane_Media on Twitter. Eric also writes regular articles for the following publications; Multi Housing News Social Media Examiner Search Engine Guide
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