Analysis by Paralysis: Can you really measure the success of traditional media?

January 19, 2015
Google Analytics

Recently the concept of adding telephone numbers to our print media ads, each unique to a specific publication came up in discussion. At first the idea seems wonderful, a way to measure the success of traditional media advertising. Upon further review, there are some substantial pitfalls, which must be considered. The concept proves valuable if we significantly narrow down what we will measure and how we will compare it against other metrics. I think it’s a good idea to add unique telephone number call tracking to the mix. We must remember that it is “an additional” bit of information we can use to better understand a very complex system, but not the be-all-end-all to measure the success of a traditional… Read more »

Facebook is Changing the Game…Again.

January 12, 2015
Facebook marketing for real estate

We’ve been implementing successful social media marketing programs for our clients in the luxury real estate industry for over four years. We use our own proprietary content formula and targeting experience to hone in on the real estate buyer, make them aware of our projects and the lifestyle each affords. We network with affiliates and drive cross-promotion through social channels, gaining third party credibility. We’ve figured out how to make it work for us, for our industry. And now, Facebook has slightly changed the rules on us. It’s now, more important than ever, to have an experienced social marketer develop and help you implement a strategic plan for your business. It’s still necessary to cultivate qualified databases of “likes” on… Read more »

Country Club Membership Retention

December 17, 2013
Ocean Reef Club blog photo

In today’s ever-changing world of country club marketing, one aspect that every marketing director should study is social programming. In years past, primary social engagements revolved around golf tournaments, drinking, and eating. Today clubs are catering to a more diverse and younger audience that is interested in learning, wellness, new experiences and social interaction that should be brought into every club’s social calendar. Many of the clubs today are building interactive display kitchens where they can have the chefs teach classes with new recipes, local organic farm-to-table produce and recipes designed to keep people healthy, active and fulfilled. Some of the clubs have even videotaped these efforts and run them on their club channel TV stations. Another popular activity is discovering… Read more »

Country Club Membership Recruiting for the Future

December 3, 2013
Couple dining out

Today’s marketing programs for golf and country clubs must be very different compared to how we have marketed prior to the recent recession. Most clubs were originally geared towards a specific demographic and psychographic profile- the Silent Generation born between 1925 and 1942. These profiles have shifted during the downturn, which is why membership recruitment strategies must shift as well. The previously targeted buyer profile has aged, and with that the referral base has diminished. The life and future of your club depends on how well you can “young it up” to appeal to the next market. Not only will the younger market be around longer to enjoy the club, but the projected revenue stream of a 40 – 50… Read more »

Homebuying Timeline Shortened as Housing Market Gains Momentum

September 3, 2013
Pool

As the housing market continues to improve, developers and builders are experiencing a favorable trend amongst prospective homebuyers. After several years of building a pipeline of leads and grinding out sales through a lengthy sales process, the timeline for sale has shortened considerably. The market rebound is trumping the seasonality of many markets, with buyers now purchasing within weeks of their initial sales office visit rather than months or years. As specialists in the marketing of residential real estate, Cotton & Company is witnessing the shift across multiple markets indicating a positive trend. Many buyers have been sitting on the sidelines for the past several years waiting for the right opportunity and a more positive economic outlook. This reluctance to… Read more »

Let’s Talk Facebook Advertising

August 28, 2013

Facebook Ads  are ever-evolving. They can be used to geographically and demographically target Facebook users who should “Like” your page. These ads are of the “pay-per-click” variety, therefore you only pay for what you get. Facebook profile information allows advertisers to hyper-target prospective consumers based on their age, location, education, relationship status, interests like favorite cities, restaurants, beaches and much more. Are you taking advantage of Facebook’s Advertising platform? Well, you should be and things are about to get a little bit better. From updated precise audience targeting to ad creation and performance measurement, Facebook has just released its newest update coming soon. Announced last week, new updates and changes are coming to Facebook’s advertising platform. Big ones. New changes… Read more »


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  • - It’s Google and Facebook’s Game to Win
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  • - Simple but Successful- The Humble Floor Plan
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