Branding Moment: A Wonderful Example of Taboo Branding And Marketing!

By
Services for Real Estate Pros with Napa Consultants

Taboo branding and marketing is a great way to attract someones attention.  In our time starved world, it can do the job effectively.  It has value in that it takes a person out of their humdrum existence, and gets them to notice the brand.  

 

Yesterday evening, we stopped at Carpinteria wine to have Jane the owner suggest a Zinfandel for our spicy dinner plans.  Zin is always a great match to spicy and smoked foods.

 

As we were discussing the pros and cons of several labels, we spotted this case of Zyn-Phomaniac, pictured above. Their slogan is hilarious also, "Zyn-Phomaniac, You can never have enough!"  

 

This Zin has won numerous awards, however, not enough to convince us to buy a bottle, just enough to convince to write a post about it. Here is the description from the website,

                                       The Sensuous Zin

Lush, fruit-forward Old Vines Zin from the well-regarded Lodi appellation. Smooth, full-bodied, arousing dark fruit aromas and rich, spicy flavors with a bold voluptuous mouth feel.

 

 

We do appreciate their taboo branding, and we have no doubt they will attract their perfect buyers and Zin lovers.

Would we recommend this type of branding or marketing for real estate? We have seen it done on several occasions.  It has shock value and can work to attract sellers, because the taboo effect is silently implying that the listing broker and agent will do whatever it takes to get the property sold.  Some sellers respond to this, and some sellers would not.  It depends on your marketplace.

 

 

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Written by Ron & Alexandra Seigel-

 

CAN YOU STATE HOW YOU ARE DIFFERENT AND BETTER THAN YOUR COMPETITION IN LESS THAN 30 SECONDS?

 

ABOUT:  Luxury Real Estate is a high stakes game. Commissions are substantial! We help luxury real estate professionals get to the listing table more often and win listings more frequently.  If you want to be the market leader, the personal or company brand that your target market thinks of first and refers most often, you need an Elevator Statement to accelerate the process.  We can get you there!

Your Elevator Statement is a succinct and persuasive summary of your extraordinary promise of value, your unique selling proposition.  In a time-starved world the attention span of your target market is shrinking.  To instantly convey what sets you apart from the crowd you need to be able to answer EACH ONE of these 3 questions in less than 30 seconds.: 1) What Do You Do?; 2)  How Do You Do It?, and;  3) How Are You Different?.  Can you state how you are different and better than your competition in less than 30 seconds?

Watch the video above to see and hear how we do it. 

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Rainmaker
1,192,204
Kat Palmiotti
Grand Lux Realty, 914-419-0270, kat@thehousekat.com - Monroe, NY
The House Kat

Interesting choice of words in their description, which match the zinphomaniac idea - 'full bodied' 'voluptuous mouth' - you can bet they took a lot of time coming up with that marketing spin....

Or maybe they derived it after one night of drinking a bunch of Zin.

Dec 14, 2017 03:28 AM #2
Rainmaker
2,470,320
James Dray
Fathom Realty AR LLC - Bentonville, AR
Exceptional Agents, Outstanding Results

Morning again A.

The label says it all.  My wife and I like a good Zin.  Trouble is a wine is a wine, is a wine to us.  That is why I rely on you and Ron to influence me on what ones to buy

Dec 14, 2017 03:52 AM #3
Rainmaker
1,870,774
Andrew Mooers | 207.532.6573
MOOERS REALTY - Houlton, ME
Northern Maine Real Estate-Aroostook County Broker

Take a trip to Paris and you see a slew of taboo that makes it common place. Naked woman on her side back to on a mattress putting beauty rest of a different slant. Going beyond the bounds of playing by the G-rated rules. Dangerous and creating provocative chaos can make you feel uncomfortable but things in your head memorable too in marketing promotion. Don't think our real estate descriptions are too racy. "Here's a property that can't be trusted. Frisky, playful, exciting. Beckoning you like a siren to sneak a peak. Just one sinful glance for some sexy eye candy of her room size perfect measurements. She's a B-R-I-C-K house like the Commodores croon. You know you want to, what harm can it do. Whose gonna know but you and your broker Ron and Alexandra Seigel ?

saw horse slicer photo

Dec 14, 2017 04:07 AM #4
Rainmaker
2,690,748
Wayne Martin
Wayne M Martin - Chicago, IL
Real Estate Broker

Good morning Ron and Alexandra. Not sure that Zin would be my choice either, but it would get my attention. Enjoy your day!

Dec 14, 2017 04:27 AM #5
Rainmaker
2,005,049
Brian England
Arizona Focus Realty - Gilbert, AZ
MBA, GRI, REALTOR® Real Estate in East Valley AZ

Haha, perhaps by drinking it you might become what it entails, so better to stay away, right?

Dec 14, 2017 05:03 AM #6
Rainmaker
3,451,547
Dorie Dillard
Coldwell Banker United Realtors® ~ 512.346.1799 - Austin, TX
Serving Buyers & Sellers in NW Austin Real Estate

Good morning Ron and Alexandra Seigel ,

Interesting marketing..I guess they know their audience! I'd have to pass on this one.

Dec 14, 2017 05:09 AM #7
Rainmaker
4,656,009
Roy Kelley
Realty Group Referrals - Gaithersburg, MD
Roy and Dolores Kelley Photographs

This is certainly an unusual wine label. It does catch your attention but you have to wonder about the impact on sales.

Dec 14, 2017 06:30 AM #8
Rainmaker
3,781,331
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

 Kat Palmiotti , Dorie Dillard ,Sally K. & David L. Hanson AR ate my last two paragraphs where I commented on using this type of marketing.  There is a very large audience traveling to the US and buying wine.  This would appeal to that nationality especially considered the colors used.  I have reposted the missing paragraphs.

In real estate it has been done, first in Australia with a very taboo video, and then in Los Angeles with a slight version.  The audience is there, the LA company had so much press as a result of it, and the conclusion was, they will do whatever it takes to sell your home!.   A

Dec 14, 2017 07:16 AM #9
Rainmaker
3,781,331
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Andrew Mooers We love Paris and have spent time staying there for a week at a time.  The Europeans G rated is much more liberal than our version. I grew up in a European minded home, went to Catholic schools in Europe.  There is so much more openess there.  This wine is relatively inexpensive and will fly off the shelf even here in so called G rated country!  A

Dec 14, 2017 07:19 AM #10
Ambassador
1,590,712
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

I think it's quite provocative and playful. That's why the marketing works for me.  Provocative alone, wouldn't. I too laughed at their slogan. :) 

In our market, I'm not sure taboo  would work too well, possibly with a select audience - and if that was the demo, then maybe. Boy, I'm being wishy washy. Ha. Bottom line, it wouldn't really work well with our brand. Or us. Sex sells, but we aren't comfortable using that marketing angle. 

Dec 14, 2017 07:51 AM #11
Rainmaker
3,781,331
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Debb Janes EcoBroker and Bernie Stea JD I don't think you are being wishy-washy, and yes, it does not go with your brand, nor does it go with ours.  There is nothing wrong with it, it just another form of marketing.  I predict that Jane will sell out of this wine.  

Based on the description I would not buy it for ourselves.  Some people we know would get a kick out of it.  A

Dec 14, 2017 07:57 AM #12
Rainmaker
3,043,299
Sheila Anderson
Referral Group Incorporated - East Brunswick, NJ
The Real Estate Whisperer Who Listens 732-715-1133

Good morning Ron and Alexandra. Your point is well made: attention caught doesn't guarantee a thing.

Dec 14, 2017 08:25 AM #13
Rainmaker
1,299,990
Jeffrey DiMuria 321.223.6253 Waves Realty
Waves Realty - Melbourne, FL
Florida Space Coast Homes

I think if I used taboo marketing the locals might light me on fire. Great looking ad though :)

Dec 14, 2017 08:52 AM #14
Ambassador
3,343,535
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Hi Ron and Alexandra- It certainly catches your eye. And, I'd imagine you have to know your target audience. Seems to me there was some sort of "taboo" marketing that we saw from Australia that involved what some of us would cringe at. 

Dec 14, 2017 09:15 AM #15
Rainmaker
3,781,331
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib that Australian video was definitely 'cringe" worthy.  We both hated it.  The Los Angeles one was one that would not work in many parts of the country, but very few objected to what they  saw . It was appropriate to their brand and the community where the home was located.

Agents and brokers of the opposing brokerages were upset that they did not supposedly have the $30,000 that it took to produce a quality video, and felt that they could not compete.  The home was priced at 12 million.  The $30,000 is a drop in the bucket based on the commission it would generate and did generate...

We were brought in to this discussion.  We suggested many things that would help differentiate them, as well as solidify their status in the marketplace. It also  became evident to us that they were not willing to change their perception, and if we did get the assignment we would be swimming upstream the whole time and get nowhere.  

3 months later, this firm had a listing negotiated and about to the be signed at 9AM the next morning.

Their appointment was cancelled, because the seller decided to meet with the company (with the soft taboo video),  He felt that they would do what it takes to sell the 50 million dollar development... They picked up on the "cheap" vibes of the company with whom they were about to sign the listing with.

Sometimes, it pays to walk on the bleeding edge, albeit tastefully and carefully!

A

Dec 14, 2017 09:32 AM #16
Rainmaker
2,862,789
Lawrence "Larry" & Sheila Agranoff. Cell: 631-805-4400
The Top Team @ Charles Rutenberg Realty 255 Executive Dr, Plainview NY 11803 - Plainview, NY
Long Island Condo & Home Sale Specialists

Well it looks like it would get attention, and it certainly is playful!

Dec 14, 2017 10:20 AM #17
Ambassador
1,393,164
Joe Pryor
The Virtual Real Estate Team - Oklahoma City, OK
REALTOR® - Oklahoma Investment Properties

This would at least get me to try it like the time I tried a blend called Purple Cowboy. The key then for the brand is deliver something excellent.

Dec 14, 2017 12:28 PM #18
Rainmaker
1,385,950
Beth Atalay
Cam Realty and Property Management - Clermont, FL
Cam Realty of Clermont FL

Ron and Alexandra, packaging and the words they used in their marketing certainly grabs attention and I've no doubt there are plenty of buyers.
I know this type of marketing wouldn't work in my area but we know how well it did in Australia(92 Savoy Dr..so private, you can walk around naked). The ones in LA as well. 

Dec 14, 2017 03:28 PM #19
Rainmaker
3,781,331
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Beth Atalay the one I am referring to from Australia, was like a James Bond film and involved kidnapping.  It was very creepy.  I posted the LA one on AR (members only) it had a bit of flesh and an unexpected ending.  It was geared to that segment of the market in that community.  Not creepy, but would raise eyebrows in many marketplaces.  

 

Dec 14, 2017 04:27 PM #20
Rainmaker
2,182,357
Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

I bet bottles of that stuff could be successfully sold out of an adult book store, Alexandra. . .

Dec 14, 2017 05:28 PM #21
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