Today’s
consumer is inundated with over 400,000 bits of information a day.
Considering the increase of media saturation, grabbing the attention
of your consumer is a much more daunting task than ever before.
A
recent Time Magazine featured an article on marketing that stated:
"In an age of rising media saturation and sinking corporate
credibility, the theory is that marketing is most effective when
you don’t know that it’s marketing.” That shift
in attitude is what has spawned an unconventional approach to selling
products and services…without the high brand and high pressure.
The latest promotional innovation is to engage in under the radar
marketing, referred to as “stealth” marketing.
The
positive aspect of undercover marketing is that it is a way to attract
customers by removing barriers and offering information from a neutral
source delivering what they want, without the concern of being “sold”.
Instead of being sold to, smart marketers have figured out how to
provide a safe resource format, which has proved to attract more
customers.
This "under
the radar" marketing, while still an unconventional strategy,
helps the consumer get what they want without feeling hassled. By
removing the barriers, prospects feel free to use your services
without feeling obligated. The overall aim is to create a comfort
zone to attract a prospective buyer, service their initial need
and then initiate an ongoing drip system of communication with additional
support and information until such time they are interested in doing
business with you.
For
REALTORS® this means becoming more “consumer-centric”
instead of “agent-centric”. Offering complimentary reports
that would support property buying and selling activities that provide
value FIRST and then provide additional opportunities to advance
a prospect to a customer or client differs greatly from the agent-ego
serving personal marketing that has since lost its punch and effectiveness.
What
does this mean? Agents need to drop the ego serving ads and direct
mail about their personal production and offer plain, simple, easy
to obtain information, reports and support without having to speak
directly to an agent UNTIL they are ready to do so. Studies are
proving that it takes approximately 15-16 weeks to 3 years until
a prospect is ready to engage with a real estate professional, and
having systems in place to support their needs.
The
good news is that stealth-marketing strategies are proving to reduce
traditional marketing expenditures by as much as 53%. Less marketing
dollars are required for large display ads and fancy brochures,
which are replaced with simpler, classified ads and targeted direct
mail. Internet based leads show a substantial increase when the
main brand is a softer sell and the customer has the option of getting
information on his or her own terms.
Consider
using some of the latest stealth tools, like 24 hour recorded automatic
voice response systems and web marketing response systems to enhance
your web and marketing traffic. Add the tools and systems that provide
valuable information and consistent communication to your customers
until they are ready to buy from you.
Terri
Murphy, GRI, CRS, LTG, CREC is one of the industry’s leading
consultants, coaches, and communication experts on the integration
of traditional marketing with today’s Web and Internet tools.
Terri is the President of Terri Murphy Communications, Inc. and
CIO for U. S. Learning, Inc. For more information on coaching, consulting
and presentations contact her at: Terri@TerriMurphy.com or 901-767-0000.
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