Hello Internet Marketing Friends,
I am in New York City this week participating on a judging panel for Multi Housing News. It has been a really fun and interesting experience that has me thinking a lot about how we market things. I have always been an admirer of great packaging. Grey Goose set themselves apart early on in the high end liquor field, although now lots of distillers have cool packaging.
It Isn’t About Being Flashy
I am a believer that your company or small business should be thinking about marketing and your brand in most everything you do. Great brands are great because they behave consist with their brand message. That doesn’t mean you need to spend a lot of money or you need to be flashy. It does mean you have to stop just going through the motions. If you don’t have the time to properly address something, understood, wait on the sidelines until you do. But if you decide you are Going to the Dance, Show Up, It’s Game Day, Make an Impact.
You need to think like a marketer. Part of the fun of being an Apple customer is experiencing their marketing, from the cool retail store, to their packaging and product design are all done with one thing in mind, marketing.
With that, think through all of the various Touch Points that your brand intersects with prospects and customers. There is almost always something you can do better, shiner, or mostly, just more thoughtful. I drive our employes at Urbane Apartments and here at The Urbane Way nuts looking at the details. The Devil IS Always in the Details.
Great Marketing = Higher Profit
There is a correlation to profits and great marketing. In most cases, brands that understand deeply how to market themselves make more money. I used to tour a lot of For Sale Condo developments, and in the height of that boom, many developers thought they were out marketing the guy across the street. They weren’t, they were just outspending each other. I would loath over the amount of money that lot would spend on collateral material, gorgeous collateral material, yet did it really Help Sell More Stuff? The answer is likely no, they were just shiner and brighter.
The point here being, Be in Brand Alignment, and Market in all You Do, and your profits will expand.
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 The Urbane Way, 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 Eric_Urbane on Twitter.
Eric also writes regular articles for the following publications;
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