Marketing Luxury Real Estate: Shoe Biz Buzz Marketing Lessons

By
Real Estate Services with ra@napaconsultants.com

 

Mark Parker, Nike president & CEO and Kobe Bryant

Important lessons can be learned about marketing luxury real estate by studying what works and what does not work in the marketing of major TV sports events.  Because the games are live the likelihood that viewers mute the commercials (or not watch them at all in the case of digital video recorders) is considerably less.   But, the surest way to reach viewers who have a hot hand on their remote control is “product placement”.   

The best form of product placement in TV and movies triggers “buzz” or word-of-mouth advertising.  And, buzz marketing is a skill set that should be a top priority for you in 2011.

If the media hype for LeBron James has not been enough for you this year, brace yourself for the basketball game of the year on Christmas Day when the Miami Heat take on the 2009-2010 World Champion Lakers in Los Angeles.   Los Angeles is one of the biggest media markets in the United States for television advertising.  Watch how Nike, the masters of product placement, will be “killing it” this year.   Both Kobe and LeBron are Nike “spokesmen”.

The day after Christmas, Nike is coming out with a new Kobe basketball shoe named after Kobe’s “alter-ego” the black mamba snake, one of Africa’s most dangerous and feared snakes.  The shoes are black and grey.  But, for the Christmas Day game they made them in green.  The LeBron Nike shoe will be in red for the game. Not only will Kobe be wearing the shoe in green but all of those LA ticket holders with courtside seats will get a pair of green Kobe Nike shoes.  To afford those seats these people typically have huge spheres of influence (Jack Nicholson for example).

One of the best opportunities of social media is the ability to create buzz through contests.  The prize does not necessarily have to cost you anything if you can find a co-marketing product or service provider who is also interested in reaching the same target market as you. For example, this season, one of our luxury real estate strategic branding clients will be raffling off two Super Bowl tickets which is certain to create a buzz. 

What are some ways that you can become well known as a luxury real estate marketing professional through buzz marketing in 2011?

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Topic:
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THE LANGUAGE OF LUXURY
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Rainmaker
1,221,140
Ron & Alexandra Seigel
Luxury Real Estate Marketing
ra@napaconsultants.com

Gordon,

We like the Celtics also except when they are playing the Lakers.  The green shoes are screaming mimi green, no self respecting Celtic lover would want those shoes on their feet...A

December 22, 2010 05:00 PM
Rainmaker
284,877
Marilyn Harrell
Wixom Lake - Beaverton MI
ReMax Riverhaven

buzzz - I'll see what I can come up with! Great post

December 23, 2010 08:27 AM
Rainmaker
1,221,140
Ron & Alexandra Seigel
Luxury Real Estate Marketing
ra@napaconsultants.com

Marilyn,

Please let me know what you come up with...Thanks for your kind words, and Happy Holidays, A

December 23, 2010 11:49 AM
Rainer
73,876
Dean Carver
United Brokers Group/Carver Home Team

Always good food for thought guys! We're also HUGE Laker fans!

December 23, 2010 05:16 PM
Rainmaker
1,221,140
Ron & Alexandra Seigel
Luxury Real Estate Marketing
ra@napaconsultants.com

Dean and Sonia,

Thanks for your comment,  It is good to connect with Laker Fans.  Happiest of Holidays to both of you.  A

December 23, 2010 05:44 PM
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Rainmaker
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Ron & Alexandra Seigel

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GET FLUENT. GET AFFLUENT! (TM) Luxury real estate marketing is a high stakes game. We invite you to join our forum where we will discuss leading-edge luxury real estate marketing strategies that can give you a competitive edge and help you gain access to the wealth of the world.