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Advertising techniques

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Business projections and plans have already been performed. Every last dollar has been allocated for advertising, setup costs, insurances etc etc. Expected rate of returns from the aforementioned have been punched into spreadsheet as well. (I do have some experience at this) Unique Selling Proposition is a definite WayneL and you wold be a fool to angle your way into the market without one.

I am more interested in looking at what makes people trigger to advertising when it comes to HOUSING. Affordability, Quality, Timeframe, YOU so far are on the table. Looking for more.
 
Welcome to Convent Homes



We at convent homes provide excellence and Quality without the extra price tag many other builders need to add to provide these esssential services


want an inhouse quote ? ................ we will send a nun at a time that suits you , we understand how busy YOUR commitments are!

want product samples ?............ we will send a nun with all the ranges we carry and are overjoyed to listen to any suggestions you may have...

We at convent homes are a professional and experienced organisation and we understand that building your home should be an enjoyable and stress free experience for you .....


We want your business and are willing to go the extra mile to secure it .


amen
 
I like it ! Good selling and commitment words used "essential, professional, willing" just to name a few. Has great potential. :D
 
nunthewiser said:
Welcome to Convent Homes



We at convent homes provide excellence and Quality without the extra price tag many other builders need to add to provide these esssential services


want an inhouse quote ? ................ we will send a nun at a time that suits you , we understand how busy YOUR commitments are!

want product samples ?............ we will send a nun with all the ranges we carry and are overjoyed to listen to any suggestions you may have...

We at convent homes are a professional and experienced organisation and we understand that building your home should be an enjoyable and stress free experience for you .....


We want your business and are willing to go the extra mile to secure it .


amen
Click to expand...
Very persuasive. How much will you be billing TS for this piece of creative genius, nun?
 
I dont have time for a full reply right now, but one important thing in marketing is to not 'eliminate' potential buyers through too specific targeting.

Make sure your campaign has a broad appeal, and dont assume that just those you target will be buying your product.

Having said that though, housing is a failry high involvement purchase and not something people do often. perhaps there is something for you TS:

"you only build a house occaisionally/once, why not do it right?"
 
prawn_86 said:
I dont have time for a full reply right now, but one important thing in marketing is to not 'eliminate' potential buyers through too specific targeting.

Make sure your campaign has a broad appeal, and dont assume that just those you target will be buying your product.

Having said that though, housing is a failry high involvement purchase and not something people do often. perhaps there is something for you TS:

"you only build a house occaisionally/once, why not do it right?"
Click to expand...

FANTASTIC prawn_86 ... has this been used before? Looking at a scatter gun approach for advertising to start with so that most of the market can become aware of "branding" of company and what it's capabilities are. I would probably use the byline you have created as a "SLOGO" perhaps?
 
trainspotter said:
has this been used before?
Click to expand...

Not that im aware of, its a pretty generic slogan that just came to me as i was typing that last reply.

In theory (which as we know doesnt always translate to reality), you should try and get your campaign in front of as many eyeballs as possible and create salience/awareness for certain keywords (service, reliability, price etc) so when it comes to building a home, they will at least consider your co and come in for a quote, then its up to the staff to sell it from there. So the theory dictates that, once you have narrowed your focus to those able to purchase, advertising should only be limited by budget rather than further targeting.
 
Budgets are set for the media approach. Already have most of the TV advert to "brand" the company and educate the potential client. Going along the lines of generic sayings like "Safe as houses" and "We all need a roof over our heads" and "There is no place like home" etc ad infinitum. Finised with a strong male voiceover stating "You NEED Voyager Homes". And the phone number of course. 2 week saturation advert then followed by a "price and product" advert on the same media.

Thanks for the input thus far fellow ASFers. Going swell and some great ideas being raised.
 
Trainspotter,

The emphasis on one point of contact throughout the building process is very important. Important especially when your target market is savvy to the potential issues with building.

People want to build a rapport with one point of contact who displays empathy and commitment to their new "dream."

The other marketing point may be to note the quality product brands used by the business.
Waterproofing comes to mind. Apparently one in 20 homes requires some waterproofing rectification after initial construction. If your client base had one of these one in 20 homes, maybe by recommending and using "davco" (for instance) waterproofing their minds will be at ease.


All the best with it.

Cheers,
 
Thanks Stan 101 for the input on this one. Very important for clientelle to have only one point of contact during building process. Buyers are liars and will tell the supervisor one thing and the office management another thing to get what they want. Have been in this situation previously.

Good point about the products being used as well. It's the small things that help close the sale like "waterproofing" and "key locked windows" and "deadlocks to all external doors."

Still chasing that elusive "hook" for the advertising. Something new and fresh that is beautiful by it's simplicity. AND EFFECTIVE.
 
I know this is too long but as in intro ??

" How do you like your coffee in the morning? Our clients prefer theirs from the balcony/kitchen/whatever of their new Voyager Home" (Image of beautiful people in robes smiling as they sip their morning brew)

"Voyager offer simplistic elegance, style and function encased in solid construction to make your dream home. Your personalised consultant has the experience to walk with you through your journey to your completed dream home."


This is the catchline:
"You have the vision. We make it happen"


cheers,
 
Concept for the TV advert is very clear in it's message Stan 101. Builds empathy and creates a "CAN DO" approach with it's statement slogo. I like it. Good backbone there to make a great campaign that can be easily changed by getting the same people in different parts of the home. Loungeroom, bedroom, kitchen blah blah blah. Works a treat.
 
Good morning Train man.
I have a lttle understanding what your planning.
As I have stated two brands that have sold national, myself.
AND learnt the hard way.

A couple of suggestions after reading all the posts so far.

Shotgun approach to potential/possible customers, NEVER, its a waste of money per potential customer.
ONLY Target market your customers.

Look into colours AND BE VERY AWARE of their meaning/impact on the human mind. and USE THESE TO YOUR ADVANTAGE !

The Gold Scales image, NEVER, EVER...... it represents a negative image !!!!!!!!!

As the person who decides which house will be bought (now don't kid yourselves),
DO NOT use a male voice in ANY marketing,
DON'T use someone who is not your target market, but instead find the age of your potential customer and use this age as your advertising voice,
AND USE the same voice everytime,,,for a number of reasons.

(Include this as target marketing..as it is)

USE the Internet....... (just like you have been doing for research for free :))

AND
Put in place plans for when the other builders will attack your brand, because they will not want to share the market with any body, more so someone who just might take their loin share of the market.

Theres more and more....... but not for here.

Kind regards,
UB
 
Voyager Homes.
I trust this is not the brand name your planning on ?

And again, its negative
and unless your Mr Voyager you/your brand has missed a very important step in marketing your product.

UB

The boat Voyager was sunk
and other buildesr could AND WOULD use this against you,
AND MORE !
 
Reputation is key - hard to get, but easy to lose (e.g Anderson's the accounting firm - one **** up on Enron and whooshhhhh business gone).

Having looked a at building new and alternatively getting a reno, word of mouth is very important in building brand value. Think Porsche - you would not need to go and check the engine works and how it accelerates, the name "Porsche" says it all. It also says "I'm a w*****", but that's for another thread.

If you are just doing new homes - think about how you get your customers. For architect designed homes, it will be an architect recommendation or the customer will have heard of your reputation and get the architect to contact you for a quote, so you need to initially get sweet with a few architects. For new homes, it is a big purchase, so people like to see and feel what you can do, so a display home is important.

And your niche is important. As someone already said, you can be the Porsche, the Volkswagen or the Hyundai. DO NOT try and be all three at the same time as this will confuse the message. If you are cheap and compete on price, that's great, but don't pretend you are top of the market. Vice versa applies. If you are trying to be Porsche, but you suggest you are as cheap as a Hyundai, you will fail
 
Unc Barry gives some good advice.

Make sure you go the extra mile with the first few houses in strategic areas as word of mouth travels fast ( a lot via internet forums). Can also be used as future reference. Speed of construction, with a quality finish, in new estates will also help a lot with inquires as to who built it. Good name among tradies also helps to a degree.

Trash competitors on ACA or other generic current affairs show, with tales of woe from customers:D
 

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