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Marketing Luxury Real Estate: Shoe Biz Buzz Marketing Lessons
 

Mark Parker, Nike president & CEO and Kobe Bryant
Important lessons can be learned about marketing luxury real estate by studying what works and what does not work in the marketing of major TV sports events.  Because the games are live the likelihood that viewers mute the commercials (or not watch them at all in the case of digital video recorders) is considerably less.   But, the surest way to reach viewers who have a hot hand on their remote control is “product placement”.   
The best form of product placement in TV and movies triggers “buzz” or word-of-mouth advertising.  And, buzz marketing is a skill set that should be a top priority for you in 2011.
If the media hype for LeBron James has not been enough for you this year, brace yourself for the basketball game of the year on Christmas Day when the Miami Heat take on the 2009-2010 World Champion Lakers in Los Angeles.   Los Angeles is one of the biggest media markets in the United States for television advertising.  Watch how Nike, the masters of product placement, will be “killing it” this year.   Both Kobe and LeBron are Nike “spokesmen”.
The day after Christmas, Nike ... more

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