Marketing Luxury Real Estate: Shoe Biz Buzz Marketing Lessons

By
Services for Real Estate Pros 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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Ambassador
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Michelle Carr-Crowe-Selling Silicon Valley Homes in Top Schools San Jose, Cupertino, Saratoga, Palo Alto-Just Call 408-252-8900
Just Call (408) 252-8900! - San Jose, CA
Family Helping Families Buy & Sell Homes 40+ Years

Thanks for the reminder to brainstorm about ways to create buzz.

Dec 22, 2010 03:38 AM #1
Ambassador
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Norma Toering
Charlemagne International Properties - Rancho Palos Verdes, CA
Palos Verdes & Beach Cities Homes in L.A. CA

I am so looking forward to that game--it will be a memorable one for sure.  I'm also always searching for ways to create word of mouth buzz for my real estate brand.

Dec 22, 2010 10:35 AM #2
Rainmaker
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Kevin J. May
Florida Supreme Realty - Hobe Sound, FL
Serving the Treasure & Paradise Coasts of Florida

I sincerely hope to see Mr. Nicholson wearing those on game day.  This match-up will make even the most unlikely basketball fan take notice.  The Heat will bring LA to a slow rolling boil and make steam out of the Lakers.  Merry Christmas to All!

Dec 22, 2010 12:01 PM #3
Rainmaker
556,114
Cherise Selley
Selley Group Real Estate, LLC - Colorado Springs, CO
Colorado Springs Realtor

Ron and Alexandra,

Still contemplating "buzz" about 2011.  And part of our buzz is placed on the value of our services.  Nonetheless, because I'm a die hard Celtics fan, I look forward to watching Kobe in his green sneakers on Christmas Day... g

Dec 22, 2010 12:33 PM #4
Rainmaker
1,458,476
Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

Michele,

I hope you get your answers pronto.  All the best in 2011.  A

Dec 22, 2010 04:56 PM #5
Rainmaker
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Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

Kevin,

We shall see, Jack is particular about his purple and gold...As a die hard Laker fan, as is Ron, I am going to wish for a different outcome...we shall see, based on the way they played yesterday and lost...(the Lakers), and then the Heat losing to Dallas, who knows,  I will be thinking of you.  A

Dec 22, 2010 04:58 PM #6
Rainmaker
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Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

Norma.

We will be watching also...give us a holler if you need help.  A

Dec 22, 2010 04:59 PM #7
Rainmaker
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Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

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

Dec 22, 2010 05:00 PM #8
Rainmaker
285,987
Marilyn Harrell
ReMax Riverhaven - Beaverton, MI
Wixom Lake - Beaverton MI

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

Dec 23, 2010 08:27 AM #9
Rainmaker
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Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

Marilyn,

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

Dec 23, 2010 11:49 AM #10
Rainer
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Dean Carver
United Brokers Group/Carver Home Team - Ahwatukee, AZ

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

Dec 23, 2010 05:16 PM #11
Rainmaker
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Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

Dean and Sonia,

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

Dec 23, 2010 05:44 PM #12
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