Gold Key
Our team just came back from the Kean University Design Conference: Thinking Creatively. Last year I went to the How Conference and I have to say that although the Kean University Design Conference was on a smaller scale it definitely was worth the time. I would go back next year in a minute.
One of the sessions discussed how you can involve your prospects in your brand. What does that mean? From the instructor’s point of view you have to start by asking What, Why and How? What am I trying to let my prospects know? Why is it important to them? How can I let them know about this opportunity? After you answer those questions you make it personal; you create an experience they will remember; you become a storyteller and everyone loves a good story.
For real estate an example may be the following:
What: I have 25,000 sq. ft. of office space located in Paramus
on an often crowded Route 17. We are in an Excelsior owned building, known for its owner’s quality standards. Our prospects include accountants and law companies with leases expiring in 6 months.
Why: Tenants will need quality space to impress their own potential customers and maintain a level of standards in their staff.
How: The space will be promoted via events prospects will attend in addition to direct mail mailings.
Make it personal: Call the space the Gold Key space. Mail potential companies a gold key symbolizing the quality of the building. Show pictures in the brochure that highlight the quality entrance, doorman, lounge, etc.
Create an experience: At a trade show that your target market attends have people give out gold keys that open different elaborate doors at your booth. After a short presentation, introduce a few beautiful doors. Behind each door there will be something special about the building and behind one door is a free “fill in the blank” prize showing quality.
Be a storyteller: The gold keys also lead to a website. Here they view a video of a tenants experience of being in the building. That experience could highlight an instance in which they received excellent service (repair, catering, etc.).
What would be your “fill in the blank” prize? Comment on this eblast.
