I'll never forget my favorite college professor at UNC Chapel Hill where I was an advertising major. His name was Joe Bob and he was my advisor for my last 2 years as well as my instructor for numerous advertising classes. He was an amazing teacher and had so much real life knowledge about the advertising industry to share. There were so many things I learned from him, but there's one thing that I've carried with me all these years and I live by it whenever I tackle an advertising related task. Joe Bob taught me the secret of the most successful advertising campaigns in history.
The most successful, memorable campaigns are ones that take 2 totally unrelated items/thoughts/objects and combine them to make a lasting impression.
Darned if he wasn't right! Think about some of your favorite commercials or radio ads. One of my favorites is the ETrade talking babies. What in the world do talking babies and the stock market have in common? Absolutely nothing! That's the beauty of it and I'll always remember ETrade just because I love the little baby breaking out his rendition of "take....these broken wings..." It never gets old! Or how about the Geico Gheko. Really, a lizard selling insurance? But it works, doesn't it?!
So let's talk about your advertising. You probably have some ads in a local apartment magazine, maybe some online. They probably have your logo, a fancy picture or 2, a list of your features, a blurb about your property, maybe some pretty designs or stock photos. Flip through your local apartment magazine and I bet 95% of the ads look like that. So why would yours stand out? What makes yours special? Why would a reader choose to visit your community over the one on the page before you?
So here's your challenge....revamp your advertising campaign. Create your memorable ad. Brainstorm and unleash your inner creative genius...I know it's in there! Try to think of your unrelated thing that can really create a memorable ad for your community. Here are a few ideas to get you started....
- Sex sells. It's a common fact. I actually did a study in college about the effects of sex and violence in advertising, and wouldn't you know it, it's a proven fact. I don't really recommend the violence angle, but you could take the sex angle and work with it. Girls in bikinis, glamourous women, etc. This would work especially well for a student community. I know what you're thinking, but I've seen it done, and when done tastefully and creatively, it can work!
- Pop culture...think of something that's hot right now that everyone knows about. How about doing a Michael Jackson themed ad. It's a "Thriller" to live at our property!
- Kids and pets...everyone can relate to at least one and they typically pull at your heartstrings. How about a baby in a playpen, trying to escape, unhappy with her surroundings, with a thought bubble saying "I'd rather live at XYZ Apartments."
- Food...who doesn't love to eat? Create an ad filled with photos of candy bars and tell your prospects how "sweet" it is to live at your property.
Just be sure when you design your ad that you keep your audience in mind. For example, you probably don't want to use the sex angle if you've got yourself a senior community! We don't need you losing your residents to some unexpected heart attacks! :)
It'll take some creativity to bring your thoughts to the next level, but I'm confident if you put the time into doing so, you'll be thrilled with the results.
If you decide to revamp your advertising, let me know! I'd love to see it! My contact info is my website below and you can also find me on Facebook!
Morgan Oney, CAM
http://www.mynewsletterconnection.com/
Online newsletters for apartment communities to connect with their residents.
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