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 How to Make an Effective Marketing Campaign for Autos 
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Joined: Thu Oct 24, 2019 6:16 am
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Today is a professional holiday with representatives of the most peaceful profession. (August 12 - Day of the builder). And since we are not strangers to the builders in Mediaheads , we can’t ignore the holiday and talk about how to make advertising for a construction company effective.

Promotion of construction companies has its own specifics. In this niche, a marketing strategy and a well-built advertising campaign are especially important. Before you develop it, you need to conduct marketing research . This is where the effectiveness of any advertising begins. Only an understanding of the characteristics of the Target audience, its “pains”, objections and insights, helps make advertising effective.

Do not repeat other people's mistakes
Do not make banal advertisements with the image of a happy family! Believe me, apartment buyers are not being led to this! An apartment is an expensive commodity, and here it is not a matter of emotions, but a balanced decision. (This was described in detail by the marketing consultant Julia Solokhina in the article “Marketing Mistakes ... ")

However, the usual listing of the advantages of your home is also ineffective in terms of advertising. (The exception is a truly unique advantage, but it is rare. The list of advantages of most LCDs is usually the same.)

At the same time, too “creative” advertising for a construction company by agency will not bring any benefit either.

In short: effective advertising of a construction company should be creative, but informative.

Advertising better achieves its goal when an advertising message broadcasts any one main idea. For example, a convenient layout, environmental materials, parking, a kindergarten, a school near the house, etc. A series of such clips will be much more effective than a one-minute clip full of information.

To advertise a 2-D and 3-D construction company, graphics can be safely used, especially when the object is under construction. To visualize a house that does not exist yet, or to convey the advantages of buying from a particular developer - it is much easier with the help of graphics.

Another option is to use the popular blog format as a scripting technique (relevant if the distribution channel is the Internet.) You can also attract popular bloggers. First-person videos are always perceived much better than generalized depersonalized information.

We used the video blog format in commercials of the Bolshoi LCD. This is a series of short videos for the Internet about the benefits of buying a one-room apartment in the City Center. Each of the five videos was designed for its target audience:

young couples who are ready to buy their home,
business people who plan to move to Krasnodar (for permanent work, or for projects.)
parents of nonresident students who came to study in Krasnodar,
people who want to buy a house to rent it out,
parents of young couples who want to buy housing for children.

This is just one of five videos. You can see the rest in our Portfolio.

And we will go further.

Image commercials
This is an important part of building brand promotion. Here the Moscow construction company Zilart ordered a whole movie. Moreover, a horror movie! (more about this here: “ Muscovites turned into zombies ..” ) So not only the residents of Moscow learned about it.

We at Mediaheads made an image commercial for the Vivaldi residential complex (IC Kalita IC). At the time of ordering the video, the housing complex was under construction and we were faced with the task of making a beautiful video without “full-scale” filming. Here's what we got:

There are many examples of promoting global building brands using advertising video. And the most effective ones are not always creative, but always with a clear message.

By the way, with firms involved in the sale of building materials and decoration - in general, the same story. It is also important to use insight, consider the target audience and connect the creative wisely. Recently, OBI published a case with its advertising campaign.

Tue Jan 14, 2020 2:19 am

Joined: Thu Jan 09, 2020 1:05 am
Posts: 3
Useful thread about effective marketing campaign. Do share more.
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Thu Jan 23, 2020 3:21 am
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