Imagine the power of social media and word-of-mouth marketing for mixed-use real-estate communities. For cooperative B2C tenants (hotels, restaurants, shops, theaters, etc) there are endless cross promotional opportunities. Facebook and Twitter campaigns are perfect for generating community spirit, creating buzz and building loyalty with special offers. And the benefits are not limited to the consumer facing businesses. The developer’s brand, residences and commercial spaces also benefit from community strength.
Sample Integrated Campaign Toggles Online & Offline
For example, a mixed-use community developer might use new media to promote a cocktail party for a new residential phase. A guest with Facebook or Twitter codes might depart with restaurant coupons for herself and four friends. These coupons would be usable the following Tuesday to coincide with a weekly concert event at the park. Of course each doggy bag might include a universal point card which is administered online and accumulates value based on social media VIP offers. (Or, use Facebook to host a community photo contest where winners earn points.)
Combine PR with new media and modern technologies for content management and search engine optimization, and you have a killer marketing machine.
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Zabada, Inc.
Andy Sernovitz
CopyBlogger
Gary Vaynerchuk
July 1st, 2009 at 3:11 pm
I will try to promote this concept with my clients in this industry. Great post. twitter @jtreister
July 8th, 2009 at 1:42 pm
This would probably work for any developer as long as they could broker deals with nearby establishments. Needn’t be a suburban model. We urban types respond to cocktail tweets for the PR/social media circuit (and some of the more D-baggy types among us to tweet invites for hoi polloi boozefests). I don’t see why city folk wouldn’t respond to a schmooze N greet invite for a hip high-rise condo reception. Nice idea.
@chicagocarless