Please stop with this Advertising Strategy

Golf is a sport I really like to play. It’s not uncommon for golf courses to be used as marketing tools to sell real estate around the course.

In many cases it’s a resort course that has a hotel on site along with the real estate. They want out of towners to come in, enjoy the course and get a dose of what it would be like to live there. Then they hope you’ll saunter over to their real estate sales centre and buy a home!

That’s all fine and dandy. But this model is very cookie cutter. It usually consists of a golf course designed by a well known golfing legend like Jack Nicklaus, Greg Norman or Arnold Palmer. The hotel is usually a big brand like a Westin or Fairmont. And the houses are all around 1 million dollars.

It’s not the model the bothers me. It’s the uncreative way they market and advertise the resort.

It’s always a three term slogan like “Play, Stay, Live”.

See below.385879_10151532521642238_1317387461_n

You’ll see this type of three sentence definition for all these resorts.

Now since the golf industry is slowly decreasing in numbers, so are home sales. Yet golf resorts with a real estate component are still being created.

I’m going to run a test to see if another real estate golf course has that same slogan.

Here is The Wilderness Club in Montana. Surely enough their website has the “Live. Stay. Play” slogan on it!

Wilderness Club   Golf Course Montana   Eureka Real Estate

Montana is a lovely state, but they have to be struggling trying to sell real estate in such a remote part of the US.

No one in the right mind would live their full time unless they really like outdoor winter activities.

So this is a call for these resorts and their marketing departments to be more creative in their advertising. They need to do something more to make potential buyers to feel what it would be like to live there.

Internet Marketing – The Future

My last post was about why advertising starts with print, TV and radio. That post wasn’t supposed to come across as that’s the only way to advertise your business. Far from it.

There are hundreds of ways of you can advertise and market your business. Far cheaper ones then putting and ad on TV, in a magazine or on a radio station. Those are great options if you have the cash flow. Many business don’t have that cash flow. Does yours? If not, you should really look into online advertising.

There are numerous places you can advertise online.

1) In the search engines

2) On relevant websites

3) On local websites

It’s all pretty cheap to do so as well. You can either pay per impression, pay per clicks or a new mthod of payment is called pay per acquisition.

Obviously the most effective way to go is cost per acquisition. This means you tell Google or any other search engine how much you want to pay for a conversion. This gives you full control over how much you want to pay. And you only pay when a conversion is made. This is by far the best way to go. No waster clicks or website visitors that cost you money. Only time you’ll be charged is when you get a conversion.

Back in my advertising days, I could never imagine only being paid for when someone converted into a client for our clients. The advertising industry is totally based off impressions. No matter if it’s print, radio or TV, there are a lot of people watching, listening and reading those mediums.

Because of that we could get away with charging the client a lot of the work. They were already paying a lot to have their ads placed on those mediums. But without properly advertising too them, they’d waste their money. So our service was a necessity.

But I honestly think that the future is internet marketing. More people are spending more time in from of their desktop computers and smart phones then they are watching TV. This causes a big problem for agencies like Wieden + Kennedy. Can they along with the mediums adapt to their targeted audience as they move away from TV, print and radio? Agencies surely won’t be able to charge as much as they use to. Many agencies will fail to adapt to this new world of marketing and advertising online.

Advertising, It All Starts With TV, Print and Radio

A few weeks ago I was in a furniture store looking for a new sofa. During my time in the store I noticed a dapper looking man. He looked like he worked there. So I asked him about this specific sofa I was looking at.

He had no idea what the sofa was and told me he was not a salesman at the store. It was shocking because he sure looked like it! When I asked him what he was doing, he told me that he was waiting to speak with the business owner.

He went on to tell me he was a salesman for a local group of magazines and he was trying to sell the owner on advertising space in upcoming issues. Now based on my career in advertising, I wanted to pick this salesman brain about advertising in 2014.

I was more curious to ask him about how things are going in regards to the internet and how businesses are focusing on spending money and time advertising their products there.

He said it was big part of the advertising and marketing mix. But he also said this day and age your business has to been seen everywhere. That includes on TV, in print publications, on the radio and all over the internet.

But he said something that really resonated with me.

“It all starts in the media”.

What did he mean by that?

He went onto to say many people get their inspiration for something they want to purchase by either watching TV, reading a magazine or by listening to the radio. Now although viewership, listenership and readership is down across all platforms, people still are listening, watching and reading those mediums.

With that, people get inspired for a new home renovation, vacation or even a new sofa like the one I was looking for. He asked me what brought me into this particular furniture store and where the idea I needed a new sofa came from.

I told him I was watching and episode of Mad Men and that I really loved mid century modern design furniture. This is where my aha moment came!

He was totally right. It all starts with media.

Because I got inspired by Mad Men, I then went to the internet to search for local modern furniture stores. I came across a list of 4 places and viewed their online stock. When I saw a sofa I liked, I then came into the store.

So sure, I found out about this business online by doing a search. The idea I needed a new sofa came from the show Mad Men which is on TV.

This can also work by viewing content on a related channel. For example, there are endless amounts of home renovation, interior design and show talking about homes on the DIY Network and Home and Garden Television. Watching any of the content on these shows might have also inspired me I needed a new sofa, kitchen or even patio for the upcoming summer.

I ended up talking the magazine salesman for about an hour. In the end I really saw the light. Even though the internet was everywhere and people were always searching for something to buy, they mostly got their inspiration for that purchase by watching TV, reading a magazine or by listening to the radio.

In the end, it all starts with advertising and media.


Welcome to Wealth Forecast Pacific

Hello everyone and welcome to Wealth Forecast Pacific. If you don’t know about this site, please visit the about page. If you are too lazy to do that (and I don’t blame you if you are!) then you can learn more about this site and me here.

I started off working in the advertising world under one of the greatest ad men off all time. No, not David Ogivly but Hal Riney. You would think that watching Don Draper is what the advertising world was really like. Well, it wasn’t. I’m here to share some stories about great ad campaigns from the past and to talk about my life experiences along with business and marketing tips.

I will be covering a lot of stuff which you don’t want to miss. Especially this whole internet thing. I might be old but I’ll teach you a lot about internet marketing and how to capture the attention of audiences who visit your website.