Part II: Message Delivery
After you have developed your elevator pitch to highlight your expertise, the next step is to determine how to best get your message to consumers.
Identifying Key Distribution Channels
Identify distribution channels that will reach your target audience. Homebuyers use a variety of media during their search, and to be most effective your ad/listings need to be everywhere: in print, online, direct mail, yard signs, and mobile devices. If possible, use different telephone extensions in each ad or ask prospects where they saw your ad/ listing to track your advertising effectiveness. This will provide a great benefit to you by determining which of your ads is providing the most response and will also help to determine your Return on Investment (ROI):
Business gained related to a specific ad
– Price of ad
Consumers are constantly bombarded with advertisements and typically ignore eight out of every nine ads they come across. In order for your message to be the one they remember, it must be seen at least 27 times. So it’s important that your marketing is consistent over a variety of media and remains visible over several months. Pay specific attention to keeping the look – including layout/color/theme, your slogan/ message and your image/photo consistent in all your advertising and marketing pieces.
As you move your marketing plan forward, remember these three key elements:
- speak directly to the concerns of your audience;
- be seen in a variety of media targeting the audience you wish to reach;
- make sure your message is not only consistent, but seen often.