Omni Channel Marketing is often mistaken as plastering whatever you are selling in every visible corner of the world, print, billboards, online, public relations releases, etc.. without consideration of the optimal target market. However, Omni Channel marketing means being seen in the right place by the right people, in other words those who are going to buy or sell.
Pictured above is Disney's Omni Channel marketing for their latest movie release, Mary Poppins. We saw this display yesterday of three magazines featuring the movie with an interesting story at Barnes and Noble. Disney did their homework.
They know their target markets still subscribes to magazines and newspapers, like billboards, and some get their news on line. This movie is geared to all who have relationships with children, whether they are parents, grandparents, aunts and uncles.
They also wisely cast Dick Van Dyke who starred in the original film, And then there are Academy Award Winners Angela Lansburry, Meryl Streep and Colin Firth are part of the cast. This cast is an additional draw to movie goers.
We have seen many luxury real estate or other real estate marketing professionals claim that they will market a listing everywhere. They usually have a beautiful list replete with colorful logos of all the places they market as part of their listing presentation. You name it, they send their listings to exotic locations. They leave no stone unturned, even if the stone yields nothing. Marketing everywhere is a colossal waste of money.
Marketing done right is being visible in the right places at the right time. It is about spending where it will do the most good to bring the maximum attention to your listings. It is about researching where the potential buyers for your listings are. It is knowing your feeder markets by constantly staying aware of this.
For example, Santa Barbara has several feeder markets, Los Angeles, Denver, Dallas, Chicago, Seattle to name a few, which is why many agents here concentrate on promoting their listings in those areas. Those who succeed stay aware of changes. The feeder market 3 years ago may not exist today, as times change.
Omni Channel marketing requires awareness and research that you may or may not find on line or from reading magazines. Marketing changes and adapts to circumstances as they evolve in each city, village or second home markets. What will remain a pillar is knowing your target market and marketing directly to them...
Are Your Listings Visible In The Right Places?