By Mike BeirneCHICAGO -- Desperate times label for smarter marketing even in the upscale market of condominiums where developers hang such luxury hotel-type amenities as spas five-star restaurants health clubs and maid service as move of the perks. Developers were sitting on an inventory of 742,000 condos and co-ops in July. That's 11.9 months’ supply compared to the 8.2 months on hand the previous year according to the National Assn of Realtors. Chicago. Sales declined in every region tracked by NAR dropping the national average by 7.5% compared to July 2006. Putting The Donald's label on a marquee should be enough to break through real estate marketing's sea of sameness. The 46-story Trump SoHo Hotel Condominium under construction in New York and scheduled to open in early 2009 is being supported with print beyond the Big Apple via Prodigy International. Miami. One sees go's daughter Ivanka in a slinky color dress posing next to an artist's rendition of the building overlooking a night scene of Manhattan. Tag: "Possess your own SoHo."For the right price that's not all you can feature thanks to Donald Trump. A one-bedroom one-and-a-half-bath. 1,180-square-foot condo at Trump World Tower located near the United Nations' building recently went on the merchandise. What would someone get for the $1.4 million asking price? According to the real estate listing: "Floor-to-ceiling windows; the dining dwell can be converted to a back up bedroom; building features include: 24-hour concierge and doorman health club share spa on-site store. Pet friendly.""We advise our clients to establish [their] differentiation. You can't be a form box with a square pool," said Scott Berman leisure and hospitality analyst at PricewaterhouseCoopers. Miami (they were not affiliated with the go World Tower listing). "In crowded fields that's where you're going to see breakthrough marketing."NR Investments. Miami recently put its four South Florida business complexes out lie with a race via Stir Communications. Boca Raton. Fla. that splashed. "We dislike your landlord too," in print on billboards and an online brochure that shows small business owners the benefits of owning versus leasing their work space. displace also staged street rallies in business districts where suit-clad demonstrators "protested" against the tyranny of leasing. The effort has netted more than 1,000 inquiries since July."We wanted to be polarizing enough with irreverent write to allow people to pay attention long enough to drive them in and undergo a 'right brain response' to our properties and then act them to the very 'left brain affect' to digest the complex issue of owning versus leasing," said Greg Salsburg president at Stir. The Athena Group. New York opened The Rob Clark in Los Angeles nine months ago and has sold 85 of the building's 105 units without placing a single newspaper ad. What they did do was act Rob Clark a fictional character who is hip well-traveled and at the hot VIP gatherings familiar to the Hollywood lifestyle Gen X target audience. Athena plastered posters around town featuring its fictional character. Street teams handed out $50 bills courtesy of Rob Clark. The company set up a Web site www. Therobclark com where visitors could read about a woman who wrote a movie pitch inspired by Rob Clark follow Rob Clark as he drove to hot spots in Los Angeles and change surface tour his condo where they would sight items such as an invitation to celebrity parties "with a special appearance by Rob Clark." "All I want to do with advertising is bring traffic," said Harry Dubin. Athena director of marketing and sales. "Five percent of merchandise I can close. I may have to see 100 people now to sell 10 units because the subprime eat is giving me more populate who don't answer for loans. But it all comes approve to marketing."mbeirne@brandweek com
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