Are You Missing The Mark With Your Marketing Campaigns?

By
Services for Real Estate Pros with Napa Consultants

 

One the most important requirement of effective marketing in luxury or any other segment of the real estate field is researching the priority values of your target market before spending time or money. Do your homework and understand what makes your audience “tick”. Otherwise, you will miss your mark.

 

Here is an example of how a major company has misjudged the local values. This is reflected in their recent direct mail campaign.  Is convenience a priority value?  In some congested cities, home delivery of meal kit services is highly valued especially if they have limited access to fresh fare. This is not true in Santa Barbara from our perspective. 

 

Pictured above is the identical third marketing piece we received in the last 6 months from Blue Apron.  Blue Apron is one of several subscription based meal kit services. The brochure lures you with a $30 off card for 3 two-person dinner meals, ($9.99 per person) which would ordinarily run $59.94. This is a beautifully produced mini brochure.

 

We threw the first two out, and kept the last because it would illustrate the importance of knowing the people in your marketplace when planning a snail mail campaign. Whoever created this marketing piece did not do their homework, when it comes to the Santa Barbara County target market. 

 

Our County has Farmers Markets, 6 days a week on the coast.  In the inland wine country, there are several Farmers Markets each week, as well as farm direct stands.  This includes grass fed beef, poultry and lamb.  Our fishermen bring in fresh seafood daily.

 

The majority of the chefs shop at those venues, or have direct delivery from the farmers.  Our chefs focus on the farm to table concept, and locally sourced produce, meats, and seafood. One of the chefs in nearby Buellton limits his buying radius to 50 miles.

 

In the Blue Apron brochure, they emphasize their value with these words: “Get fresh, seasonal ingredients delivered right to you door.”  There is a big freshness differential between picking up vegetables that have been picked in the wee hours of that morning, versus those that have been delivered to a warehouse, put into a box and then sent to the customer.

 

Just for fun these last few months, Ron and I have been calculating our dinner meal expenses, and we keep paying less than the $19.98 price tag on average. Both of us are capable of reading a recipe.  There is an abundance of recipes on line.   We have also checked out one of the newest grocery stores with their ready fresh meals (organic and locally sourced). Like Blue Apron, they are “chef-designed, step-by-step recipes for each meal,” and their price tag is less than Blue Apron’s.  Thus far, we have not seen a single Blue Apron box delivered to our neighborhood, or in any other area in the county.

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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
3,729,524
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

James Dray you are absolutiely right, and it drives me batty when some try to copy someone else's marketing style.  I keep saying what works in Santa Barbara will not work in Paris, Texas.  A

Mar 07, 2018 07:10 AM #26
Rainmaker
3,729,524
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Michael Jacobs based on your fine palate, I have a feeling you would be disappointed.  Gelson's has a whole section dedicated to this, and their stuff really looks good.  Of course, it was made that day.  They have a beautiful new store in Thousand Oaks built around organic and meal kits.  A

Mar 07, 2018 07:13 AM #27
Rainmaker
3,729,524
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Bruce Kunz I have no problem with convenience, and those who value it should subscribe.  I was illustrating that very few would value this service in our area regardless of their age or profession.  A

Mar 07, 2018 07:17 AM #28
Rainmaker
3,729,524
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Jeff Dowler we wholeheartedly agree with you.  As Californians, we are surrounded by great agriculture, a strong organic movement and chefs that take pride in their farm to table concept.  Like you we will occasionally try a recipe, however, creating is even more fun.  

We may be time strapped, but eating well contributes to our health and our endurance...Thank you for piping in.  A

Mar 07, 2018 07:21 AM #29
Rainmaker
1,376,194
Beth Atalay
Cam Realty and Property Management - Clermont, FL
Cam Realty of Clermont FL

Good morning Ron and Alexandra Seigel, my son was the Operations Manager for a company very similar to Blue Apron, they mostly market to NYC and many gyms. They do have local kitchens and meals are prepared daily, all organic, however, the price is a lot higher than $19.95. While I'm not a big fan of these type of meals, many are but as you said, they must study and know their market. Clearly missed it in your area.

Mar 07, 2018 07:23 AM #30
Rainmaker
3,729,524
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib thank you for your comment.  Fresh Market with dessert is appealing.  You know by the name, and you know the market. We have noticed in our trips to Florida, that Floridians like good food, and the fresher the better!  However, this service is definitely of value to those who are time strapped.  A

Mar 07, 2018 07:25 AM #31
Rainmaker
3,729,524
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Beth Atalay interesting how much competition there is to this idea.  NYC is also a foodie's heaven. Whether you are selling real estate or meal kit, you have to know who is who in that market.  A

Mar 07, 2018 07:28 AM #32
Rainmaker
491,295
Karen Feltman
Cedar Rapids/Iowa City, IA KW Legacy Group - Cedar Rapids, IA
Relocation Specialist in Cedar Rapids, Iowa

You are fortunate to be in an area where you have those kinds of farmers markets!  We just have them twice a month on Saturdays during the summer months.  And I agree, with all of the different "meal service" options, Blue Apron is not doing their homework.  Our area would be a much better fit for what they have to offer since we do not have access to fresh food here.  Interesting example and makes me think about my marketing efforts going forward.  Thank you for the food for thought! LOL

Mar 07, 2018 07:28 AM #33
Rainmaker
3,729,524
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Debe Maxwell, CRS I know what you are referring to.  When we lived in Napa, there was a company that delivered that week's best produce from the Farmers Market with recipes.  A friend of ours who is a flight attendent for United was subscribed to it, because of her schedule.  I think we have the same concept here also.  A

Mar 07, 2018 07:31 AM #34
Rainmaker
3,729,524
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Myrl Jeffcoat thank you for the feature.  The very reason our farmers outdo themselves with heirlooms and other interesting vegetables and fruit is because their is a big demand for it.  Blue apron did not assess the demand for our neck of the woods.  

A

Mar 07, 2018 07:34 AM #35
Rainmaker
3,729,524
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Karen Feltman It has been quite a while since I have been to Iowa.  When I was a teenager, our family would go down to Lake Okobodji for mini vacations from MN.  The Midwest weather limits growing time.  I am happy that you are going to think about your marketing efforts, and we wish you great success.  A

Mar 07, 2018 07:37 AM #36
Rainmaker
1,146,654
Gene Mundt, IL/WI Mortgage Originator - FHA/VA/Conv/Jumbo/Portfolio/Refi
NMLS #216987, IL Lic. 031.0006220, WI Licensed. APMC NMLS #175656 - New Lenox, IL
708.921.6331 - 40+ yrs experience

Your words, "know your audience", pretty much sums up what we need to know .. and practice with our marketing, Ron and Alexandra Seigel.  As with most things, some real thought, time, and effort needs to be focused on this pursuit ..

Gene 

Mar 07, 2018 09:47 AM #37
Rainmaker
3,729,524
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Gene Mundt, IL/WI Mortgage Originator - FHA/VA/Conv/Jumbo/Portfolio/Refi  what amazes is that seasoned ad agencies don't think things through.  Some of the big agencies are heeding this and are actually opening satellite offices so that they have feet on the ground and know the pulse of those they are communicating to.  A

Mar 07, 2018 10:48 AM #38
Ambassador
445,385
Terrie Leighton
Ferrari-Lund Real Estate - Reno, NV
Reno Real Estate Agent ~ Selling Homes in Reno

I always throw away my BlueApron coupon as well!! So funny, I never thought of it as the company missing their mark on advertising, but you are right, what a waste of money and time sending without fully knowing their market. Something to think about for sure.

Mar 07, 2018 04:23 PM #39
Rainmaker
3,729,524
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Terrie Leighton thank you for your comment.  I love that you also throw away those coupons. Wishing you continued success in Reno.  A

Mar 07, 2018 04:26 PM #40
Rainmaker
564,779
Brian L. Sirota, Esq.
Bristar Realty (Realtor/Attorney) - Orange, CA
For Solutions: (714) 501-7660

Hi Alexandra & Ron!   

A $5/brochure+postage marketing campaign to a futile local market is mind blowing.   

Interestingly, the Blue Apron Holdings IPO recently debuted to an underwhelming reception.   In a short space of time, it's traded down to $2.50/share from its inception of $11/share.

Locally, your point is not only well taken, but may signal a more systemic problem.  Given your expertise, sharing your observations with BlueApron might be a good idea.   Meal kit delivery service market research could use a helping hand!

Mar 07, 2018 04:38 PM #41
Rainmaker
613,586
Laura Filip
RE/MAX UTOPIA , Serving all of Texoma - Whitesboro, TX
What can we do for you today?

Heard of Blue Apron but never tried it.

Mar 08, 2018 09:23 PM #42
Ambassador
1,571,746
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

We have received their literature and coupons too. We also don't feel tempted to try it. It seems quite expensive - and unnecessary.  And we don't have access to a Farmers Market year round. But we adjust our menu items with the seasons to keep our meals as fresh and local as possible. Congratulations on the feature. 

Mar 09, 2018 07:15 AM #43
Rainmaker
365,938
Travis "the SOLD man" Parker; Associate Broker
Team Linda Simmons, Enterprise, AL 36330 - Enterprise, AL
email: Travis@theSOLDman.me / cell: 334-494-7846

I'm hurt - I haven't gotten a SINGLE Blue Apron Coupon here - small Southern town - guess they did their homework here! Good point to the Article!

Mar 12, 2018 01:02 PM #44
Rainmaker
3,729,524
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Travis "the SOLD man" Parker; Associate Broker I would be happy to send you mine, if we get another one. Thank you for taking time to comment on our psot. A

Mar 13, 2018 08:41 PM #45
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