The holiday home page image “In the Garden” was selected as the second of a series for Roxburgh.com to share how we think about design in marketing. We asked one of our art directors, Jean about it.
Where did you find this image?
I took this one last May during the Laguna Beach garden walk. We go on it every year as it’s just so lovely and creative.
This mermaid was tucked into a far corner of a garden. I was wandering on my own when I stumbled across it. It was a surprise floating there…surrounded by flowers. I’m not sure if anyone else on the tour noticed it.
Why did you pick this image for Roxburgh.com?
We picked this one for the holidays as it has a dreamy, wishful quality to it that fits the season beautifully, but it isn’t ‘the usual’.
The unexpected elements in a design can lift an experience to be something really special, delightful and noticeable. That’s why it fits Roxburgh. It evokes the emotion and story we want, in way that doesn’t blend in.
Our industry is beginning to rock again. You’ve made it through the down time; lots of things are in-play and now …let’s kick it up a few notches in the new year.
Slow Down to Speed Up
For 2014, how about starting with a marketing plan that really works? We’re not talking about a project report that let’s someone tick off a checkbox and hustle onto the next “to-do”.
Instead, let’s create a living document that captures your best-thinking; guides marketing throughout the year; and raises effectiveness each quarter.
TAKEAWAY: Taking the time to slow down and really plan 2014, will get you to the end goal faster and with much less frustration/waste along the way.
In a File – doesn’t work
An Integrated Marketing Plan should be used throughout the year:
• Monthly -Review for nuances to increase results.
• Quarterly- Update the plan with performance metrics achieved and make adjustments to increase performance.
• Annually – Review progress and plan the coming year.
Marketing Plan Outline
What the plan looks like for each neighborhood, planned community, or builder will vary in scale and objectives, but there are a few constants.
1. Big Picture Strategic Objective. (Where do we want to go?)
2. Review. (Lessons learned and progress to date)
3. Set 2014 Goals & Objectives.
a. Drive Revenue. Sales goals fundamentally drive most plans in the building industry Click to read more.
Random Act of Marketing (‘RAM’): an attempt to drive revenue, grow market share, increase brand awareness, grow community, or other business benefit that:
-does not integrate with other marketing and business tactics.
-can not be easily measured or justified.
-is not in the marketing plan.
We’ve been reading a lot lately about Random Acts of Marketing from Pam Moore of Marketing Nuts and other marketing experts. And while we’ve recognized RAMs over the years, we never gave them a formal name. We do know that they tend to muck things up.
Effective social media is rooted in being thankful and kind.
Social media is by definition ‘social’. Manners matter. To be successful in the social space, start by having a perspective of being thankful and kind. This is at the soul of social engagement whether it is virtual on Facebook, Twitter, Pinterest, Instagram, etc. or in real life. (For reference here is our Google+ page to show what engagement can look like.)
Here are 6 foundational guidelines that apply across social channels.
3 Ways to be Kind
1. Speak when spoken to.
If someone asks you a question on Twitter or comments on your Facebook page – respond. They were kind enough to spend time on your content– be kind enough to notice. [TIP: Hootesuite is great for listening.]
2. If you can’t say something nice – don’t say anything at all.
Being negative on anything is a turn off. It’s fine to have an evocative point of view or respectfully disagree, just don’t be negative.
3. Be helpful.
Social media is about Click to read more.