Marketing 101 Part 2 Place and Promotion Marketing

Marketing 101 Part 2: Place and Promotion

Marketing Mix: “The 4 P’s”

Marketing Mix: “The 4 P’s” Begin with the End in Mind Know the Features & Benefits Visual Merchandising • • • Timing is Everything Location, Location Homes Need to be Completed & Ready • • • Preliminary Research Order what will sell Choose Ad Channels Create Marketing Campaigns/Strategy Utilize Marketing Support

• The product your target wants • Sold at the sweet price point • Right place, right time • With savvy promotion

• • • Choose Ad Channels Create Marketing Campaigns/Strategy Utilize Marketing Support

Choose Advertising Channels

Various Advertising Channels • Internet Ads • Social Media • Print Ads • Word of Mouth Advertising

Internet Promotion

Internet Promotion • • • Craigslist. com MHBay. com Manufactured. Homes. com MHVillage. com Manufactured. Homes. Today. com Affordable. Home. Communities. com Rentals. com & Rental. Ads. com Trulia. com Postlets. com Ebay. Classifieds. com www. Classified. Ads. com Update Info on Google Maps

Blogging | Facebook | Twitter | Instagram | You. Tube | Pinterest | Google Maps. . .

Print Advertising • Thrifty Nickel • Area & University Classifieds • Local Newspaper

74% of consumers identify WOM as a key influencer in their purchasing decision 10% of the population are industry influencers 84% of consumers say they either completely or somewhat trust recommendations from family and friends about products

The “Ultimate Question”

We Want Promoters!

A dissatisfied customer will tell between 9 -15 people about their experience. Around 13% of dissatisfied customers tell more than 20 people. Negative interactions with a business are spread to twice as many people as positive ones. People are twice as likely to talk about bad customer service experiences than they are to talk about good experiences. Happy customers who get their issue resolved tell about 4 -6 people about their experience.

It takes 12 positive experiences to make up for one unresolved negative experience 26% of US consumers say they are more likely to tell family, friends & coworkers about a BAD experience rather than a good experience with a product or service

More than 50% of respondents are more likely to give a referral if offered a direct incentive, social recognition or access to an exclusive loyalty program. 39% of respondents say monetary or material incentives such as discounts, free swag or gift cards greatly increase their chances of referring a brand.

Rental Conversions

Rental Conversions • Start With the End in Mind • Down Payment Programs • Maintenance as Renters Responsibility – Own it

Partner with Local Businesses

Manufacturing Marketing Support

Manufacturing Marketing Support • Interactive Product & Design Website • Access to Professional Photo & Video • Clayton Website & Apps • Home Promotional Materials – Color Samples & Décor Boards • Full Color Sales Literature & Product Guides • Product Feature/Benefit Training • Open House Support

21 st Mortgage Marketing Support

st 21 Mortgage Marketing Support • Community Account Managers • Home Flyers • Banners • Kick down Signs • Brochures • Trifolds

Helping People Own Homes Fast!

Home Flyers

st 21 Mortgage Banners

21 st Mortgage Brand Awareness

SMART START Consumer Brochure

Resident Flyers

B 2 C Marketing Support Driving Home Buyers to SMART START Communities on:

Home buyers searching MHBay. com are presented with banner ads describing the advantages of SMART START Communities:

Home buyers clicking the SMART START banner ad are redirected to a list of SMART START Communities in their area:

Each SMART START Community listing includes the contact information of the community manager: