PROPERTY SALES Page 55
This depth of target market engagement is a powerful conduit through which to create a sense of place for your development . While the old adage of “ location , location , location ” rings true for property , it also applies to the world of brand communication . Knowing not only whom you ’ re speaking to , but what you ’ re saying − taking timing into consideration and the all-important where and how − lies at the heart of successful property development communication .
STRATEGIC DRIVERS
While it ’ s all good and well having these meaningful pieces of creativity in place , without an informed and strategically sound plan to work from , you may as well hammer your stake into the ground and hope for the best . For some , this may have worked in the past , but at the pace at which the world and our communications technology are evolving , if you don ’ t have a strategically considered and holistic communications strategy in place , your risk of getting lost in the mix and losing traction with your target market is significantly amplified .
To put it simply , a cohesive marketing strategy that takes into account who your audience is , the context of engagement , what you ’ re trying to say , and when and how you ’ re going to deliver your messages is absolutely fundamental . Working as a collaborative , media planning , sales and public relations form a key anchor of your marketing strategy . At its best , brand publicity creates an understanding of and relationship with a brand that is hard to beat . .
BRAND PUBLICITY DYNAMICS
I would argue that PR and eventing , often dismissed as the poor cousins of the advertising industry , remain some of the most effective communication practices in the world of marketing . Just by taking the cost per reach that a good piece of editorial can achieve , or the lasting experiential value that an event creates , it ’ s easy to make a convincing case that PR is alive and well , and adds considerable value to a place-making campaign .
Property development lends itself especially well to the dynamic landscape of brand publicity , for the very reason that behind every door is a compelling , newsworthy and tell-able story . Your engagement with a professional who has the skill , experience , insight and ability to open those doors of opportunity will play a pivotal role in achieving the traction and layering that a strategically based campaign can and should deliver . Woven through a phased campaign that leverages awareness creation and a strong call to action , and aligned to the principles of your brand ’ s DNA , brand publicity adds the depth of informing , inspiring , managing perceptions and building a brand through providing content that is of value to the media and deserving of the endorsement that comes from leading titles .