5 Real Estate Ads That Will Air During The Super Bowl

Takeaways:

1. Some real estate players are pulling out all the stops to make the major leagues with celebrity cameos and millions of dollars invested into this year’s Super Bowl Commercials.
2. Tech, convenience and change in the industry are common themes throughout the messaging.
3. Both the Super Bowl and the housing industry as we know it are a half-century old.

Which commercial do you like best?

via Inman by Amy Swinderman

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Has Loyalty Killed Traditional Marketing?

Have you ever thought about de-emphasizing traditional marketing and focusing on loyalty instead?

A recent Harvard Business Review article theorizes that a focus on loyalty should trump marketing. Marketing Is Dead, and Loyalty Killed It

For most people, the word “marketing” summons up a single-minded focus on selling products
– a one-sided endeavor. But one-sided doesn’t work in a world where social media has given consumers a megaphone just as powerful as that of traditional marketers.

Instead, there is loyalty, which requires communicating brand values that people want to be affiliated with. Consumers today have many options, and more than ever they choose particular brands to communicate something personal about their own beliefs and priorities. The best way to establish and reinforce common values is to create content that’s so highly specific it defines not only the brand, but the customer.

Building loyalty is much harder work, and it requires not only valuing customers, but liking them enough to have a conversation every day. Bringing passion and excitement to that conversation requires genuine enthusiasm for your own products and mission. It’s nothing less than answering the question, “What should this company be?”

Read full article… by Alexander Jutkowitz

There’s More To Great Branding Than Advertising

Brand StoryAs digital disrupts more marketplaces, brands become more important and valuable – not less. They provide meaning and satisfy emotional needs. As consumers experience information overload, the tendency to gravitate toward what’s familiar increases. At the same time, reliance on traditional tools, like advertising, corporate identity programs, and PR, to build brands is waning. So how can companies strengthen their brands? Look at Apple: Since its “Think Different” ad campaign, it has withdrawn from image-building ads, kept a smaller marketing budget, and instead, focused brand efforts on creating a well-designed, holistic product experience. Firms must be able to tell a meaningful story through actions and products, not words in ads or statements. Products and services should encapsulate a brand and communicate value without an additional layer of advertising. Make your brand more central and embed it across the customer value chain.

Full article at Harvard Business Review

Is Storytelling a Science?

Stories have the power to hold human attention and shape our thinking.

Master storytellers are wizards who lull us into a trance.  When entranced by story, we lose track of our immediate surroundings as our minds teleport us into an alternative story universe.

Storytelling

Humans live in a storm of stories. We live in stories all day long, and dream in stories all night long. We communicate through stories and learn from them. We collapse gratefully into stories after a long day at work. Without personal life stories to organize our experience, our own lives would lack coherence and meaning.

Most of us think of stories as a way to pleasantly while away our leisure time. Is there any evidence that story is actually effective in influencing us–in modifying our thinking and behavior? Yes. Lots.  They infect the audience and have the unique power to change minds.

Is it now time for the next wave in storytelling?  The digital revolution has put a massive number of new and powerful tools at the storyteller’s disposal. And if technology has revolutionized our tools, shouldn’t this lead to a revolution in the stories themselves?

Everything in the digital universe is two-way, interactive, and collaborative. Interactivity seems to be the holy grail… but is that good?

Interaction is precisely what most of us don’t want during story time. Wouldn’t you rather have the sensation of falling through the pages of a book and losing track of yourself in a land of make-believe.

Excerpts from Fast Company articles by Jonathan Gottschall

Century 21: Smarter, Bolder, Faster

No matter who you’re pulling for in tomorrow’s Super Bowl game, it’s going to be fun keeping score of your favorite commercials.

We’re pulling for Century 21 to be Smarter, Bolder and Fast enough to finish near the top…

 

www.McAuliffeMcCormick.com

Truth in Advertising

I want to thank Tom Fishburne for reminding me of this great video…

In 2001, a 12-minute video illustrating the importance of a well thought Creative Brief was released called, “Truth in Advertising.”

This hilarious video is PG-13 because all of the characters involved say exactly what is on their mind.

McAuliffe & McCormick, Inc.

Do You Think Selling Is More Art, or Science?

A recent blog by Gerhard Gschwandtner reminded me why I love being in advertising so much.  He discussed the Art of Sales… or is it the Science of Sales?  Which do you think it is?  And is it different in a B2B situation than a B2C?

Gerhard mentioned that as more and more companies implement new sales technology solutions into their sales organization, there is more science in selling than ever before. As we move forward with new technology, we need to evaluate our progress in the fine art of selling.

Check out this episode of Mad Men where Don Draper pitches the name, Kodak Carousel.  Was this more art or science?  You will be hard pressed to find a better presentation…