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Audio Marketing Campaign Produces Results for Real Estate Firm
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Added: 04/20/2004
Type: Summary
Viewed: 548 time(s)
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Audio Marketing Campaign Produces Results for Real Estate Firm
For Indiana-based Maquina Realty, fostering relationships with fellow shopping center owners, developers, and managers is imperative. Through this network of contacts, Maquina keeps its ear to the ground for the best emerging shopping center acquisition opportunities in a five-state region.
Expanding the number of contacts in their network, and interacting frequently with this group is a central part of the company’s marketing communications strategy.
“In order to meet our growth objectives, we needed to increase brand awareness beyond our traditional base,” says Michael Robbins, a principal with Maquina. “We began looking for a creative way to gain additional exposure and generate a steady flow of new investment proposals.”
Maquina turned to audio marketing firm What’s Working in Biz to sponsor a specialty audio magazine focused squarely on the shopping center industry.
“I was already a listener of the online audio journal they publish for a general business audience,” says Robbins. “I felt that underwriting a similar program targeted to our industry would differentiate Maquina, and help us meet our marketing goals.”
The result is a monthly audio program called, Sound Advice for the Shopping Center Industry. More than 2,000 people now listen to the program – online at What’s Working in Biz - http://www.whatsworking.biz/full_story.asp?ArtID=100 – and via Maquina’s free audio newsletter.
Each edition of this interactive marketing publication features a panel of experts offering insights on six areas of interest to the shopping center industry, including:
Commercial Lending – Murray Marshall, Salin Bank and Trust
Retail Trends – John Melaniphy, Melaniphy & Associates
Property Management – Linda Gilbert, Harshman Property Services
Retail Leasing – Tom English, Coldwell Banker Commercial
Legal Review – John Hamilton, Wooden & McLaughlin
Real Estate Taxation – Monty Korte, Ernst & Young Tax Practice
“Our audio newsletter is highly interactive,” says Robbins. “It’s difficult to gauge which articles people actually read when you publish a written e-newsletter, but with our format, we are able to track in detail the listenership of each subject and episode.” To date, Robbins says that Retail Trends and Retail Leasing are the most popular subjects.
Maquina’s first venture as an interactive media sponsor is paying off. “Sound Advice is receiving an enthusiastic response,” says Robbins. “Not only are we exceeding our expectations for increased awareness of Maquina Realty among our target audience, we’re generating more leads every month than we originally planned.” |
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