What Marketers can Learn from the Trump Campaign

November 29th, 2016 No comments

Marketers in our industry could study President-elect (PE) Donald J. Trump’s campaign for the White House for years to unpack all of its lessons. We will only scratch the surface, but let’s inspire some Ivy League graduate students, while also identifying ways you and your location(s) can benefit from these lessons too.

presidentelectdonaldtrumpsmarketinglessonsformh-manufacturedhousingindustrycuttingedgemarketingblogmhpronews

Donald Trump himself has said the he doesn’t believe that all publicity is good publicity. But he was routinely able to take negative attacks on him, and turn them to his advantage.

First, PE Trump tackled important issues head on.

  • He did not shy away from controversial issues.
  • PE Trump took on the establishment in his own Republican (GOP) party.
  • He took on the Democratic establishment and Hillary Rodham Clinton’s 2-billion-dollar campaign machine.
  • He took on President of the United States (POTUS) Barack Hussein Obama’s legacy, who has higher personal popularity than most second term presidents, even though his polices were not universally popular.
  • PE Trump took on much of the mainstream media.
  • He took on the politically correct (PC) culture.
  • Trump accomplished his victory with much less money than his GOP rivals, and far less money that the Clinton campaign.

So how did he achieve a victory after all those times the pundits, experts and his opponents thought he said or did something, that meant he was finished?

Let’s look.

freemediacoveragetrumpvsclintonsanderscruz-postedcuttingedgemanufacturedhousingindustrymarketingblog-mhpronews

Note that Trump used paid media too, which he used very wisely.

In no particular order of importance:

  • Trump had a series of simple messages.
  • When he stayed on message, those talking points appealed to large numbers of voters.
  • He was multi-media, including social media.
  • He spent money, but didn’t have to spend as much as his opponents.
  • He tapped the enthusiasm among his allies and supporters.
  • Trump’s allies, team members, surrogates and supporters were largely loyal.
  • His messages targeted weakness in his opposition and showcase strengths in his personal history and policy positions.
  • He did not stick to conventional norms. While many of his policies were “conservative” Republican positions, on trade agreements, infrastructure, entitlements, and other issues, he did not mind veering from GOP orthodoxy.
  • He was a long-time insider who admitted to using the system to succeed, turned outsider who challenged the system in his party, the opposition parties, and the media.
  • He did not pretend to be perfect.
  • He did not back down.
  • He delivered often surprising victories or came back from what others called gaffs that would have killed other candidates. To rephrase, he never quit.
  • He created what some might think were unlikely coalitions for a GOP candidate.
  • He targeted groups, such as African-Americans and Hispanics, in direct and unsubtle ways that didn’t pander. Rather, he attempted to show them why he was a better option than Secretary Clinton or the third-party candidates.

These lists are not all inclusive, and we aren’t weighted as to which items were ‘more or less’ important.  They all blended together, like a stew, to deliver a victory.

This post won’t dive full bore into how these facts could translate into lessons for manufactured housing. What the Cutting Edge

ignorance-costs-knowledge-pays-cuttingedge-ofmarketing-sales-manufactured-housing-mhpronews-com-

Millions think the word ignorant is an insult…wrong! We are all ignorant about many things. Ignorant means you don’t know about some specific topic. None of us are God-like know it alls.

will state is that there are numerous takeaways. Let’s mention just a few before wrapping this up.

  • PE Trump did not do it all alone. He – and we – need to establish real allies and supporters.
  • Enthusiasm makes a difference.
  • He never quit. He kept coming and coming. We should not quit either.
  • Just as his building projects often come in on or ahead of time and on or under budget, so too he made his media investments yield larger than typical results.
  • He had a combination of paid team members, who were experts, along with volunteer supporters, who with signs, bumper stickers, hats and online efforts made his message go much further.

As a side note, the article linked below in the Patch suggests some of the reasons why manufactured housing pros – no matter who you supported in the primaries or general election -should be hopeful for positive outcomes from a Trump Presidency.

sunshine-homes_manufacturedhomes-com-creditmanufacturedhome-postedlakelandpatch-latonykovach-395x430

Some think you have to steer clear of all controversial issues. Did Donald Trump do that? No. MHProNews has routinely dived into controversies, and we have routinely been the run-away leader in our MH industry trade publishing niche. Doing controversy correctly – that’s the key.

http://patch.com/florida/lakeland/print-all-new-window-thousands-protest-industry-celebrates-incoming-trump-administr

Ladies and gentlemen, U.S. Housing is a trillion dollar a year Industry. Manufactured homes are roughly 5% of the current total of all U.S. sales of all types of conventional and factory-built housing.  That means we have huge upside potential.  That’s one of many reasons why we can go into a market and move the needle positively when others can’t – we know how to attract and convert that conventional housing buyer, which represents a much wider share of the market.

Given the growing reality of the affordable housing crisis, with rents and conventional housing costs rising steadily, with incomes flat for most Americans, we have the right product at the right time.

By applying the commonsense lessons from successful marketing efforts, including lessons found inside and outside MH – such as the example of the Trump campaign – we could grow in your markets and nationally to levels you may not believe are possible.

With the right plan and proper execution, it can be done.

Call or message to discuss how it can be done for you and your location(s).  ##

(Image credits are as shown above.)

LATonyKovachPresentingIndustryMembers-MHProNews

Tony is the among the most widely known and respected MH marketers, consultants and MH sales trainers in the U.S.. He and his team publish top rated MHLivingNews.com and MHProNews.com.

By L. A. ‘Tony’ Kovach.
Ph 863-213-4090 | MHLivingNews.com MHProNews.com |
Connect on LinkedINhttp://www.linkedin.com/in/latonykovach 

 

 

 

 

Content is King – Proper Presentation, Messaging Matters

November 16th, 2016 No comments
contentisking-postedmanufacturedhousingindustrymarketingcuttingedgeblogmhpronews

RC Williams, MHProNews

Last summer, when we began to update our content delivery and then brought RC Williams on board as our Daily Business News writer, our readership rose significantly.

We were already the runaway #1 in Manufactured Housing Industry News, Tips and Views Pros Can Us© trade media site. But it was good to see even more growth.

Online marketers will tell you that Content is King.

But it isn’t just about click-throughs, as important as that can be. What kind of engagement do you get once someone lands on your page?

contentisking-postedmanufacturedhousingindustrymarketingcuttingedgeblogmhpronewsCompared to the mainstream media’s engagement rate of 3.3 page views per visit, the average visitor on MHProNews visits 8.5 pages per visit. That’s 257% more page views than most mainstream media!

What that tells us – and you – is that the professionals who come here, like the content that they see.

One of the things that RC has brought to our team is a more robust visual presentation of the news.  Readers like you must like it, because the numbers keep rising.

We market as well as inform.  Our being #1 means we know how to help you become #1 too.

We know the manufactured hom industry from the ground level up.

Have concerns or questions about your marketing or sales plans? Touch base with us.  Email me at latonyk@gmail.com or give me a call at 863-213-4090.

We can help you become #1 in your LOCAL Market(s) too. ##

(Image credits are as shown above.)

LATonyKovach-Louisville-2015-mhpronews-com-275x156 (1)

L. A. ‘Tony’ Kovach is publisher of MHProNews, MHLivingNews and is the top ranked marketing/sales/consultant to the MHIndustry, per MH Industry peer-reviews on LinkedIn.

By L. A. ‘Tony’ Kovach.

 

Can Misinformation become Profitable?

October 20th, 2016 No comments

Yes.

Let me spoil the punch-line to this brief story by answering the headline question in the first paragraph.  Yes, but only when misinformation leads to an “aha!” moment, through properly shared information.

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Here are three posts I found on an article online about manufactured homes.  These are the actual public comments, unedited.

— —

susanedwardsgouldpostedlakelandledgermanufacturedhousingindustrymhpronewsSusan Edwards Gould

You should never live in a mobile/manufactured/trailer home in Fla. With all the tornadoes, hurricanes, unnamed storms you are just asking for death and destruction. Also you claim that no mobile home has been in built in years..hmm..Does anyone remember Katrina? Lobbyist much?

richardsutherland-manufacturedhousingindustrymhpronews

Richard Sutherland

@Susan Edwards Gould

So what is the solution? As an aging America grows poorer and poorer, what can they do? I agree with you, the manufactured homes are inherently unsafe, but it’s like driving a car. It’s a chance that we’re willing to take to get from here to there. Those in the manufactured homes are hoping that they aren’t unlucky. I don’t know that they have a viable choice.

lindamurray-manufacturedhousingindustrycommentpostedlakelandledger-mhpronewsLinda Murray

@Susan Edwards GHOUL…
Hey, extortionist… a TRUE ‘MOBILE HOME’ is any home that can be hooked up to, & pulled, behind ones personal vehicle. That’s what she was talking about.

— —

What Sparked these Public Comments?

Answer – this linked article:  http://www.theledger.com/opinion/20161016/letter-important-to-millions

Do you think that this represents the kind of thoughts that much of America has today about manufactured housing?  Sadly, a Badger-state word answer.  YouBetcha.

I’m a big believer in being willing to do what I ask or suggest that others do.  So I posted the following reply:

latonykovachfacebook-manufacturedhomeindustrymhpronewsTony Kovach

@Susan Edwards Gould
Susan, sorry but the facts beg to differ with your view.

http://manufacturedhomelivingnews.com/tornadoes-hurricanes-conventional-housing-and-manufactured-homes-video-report/

There have been a number of studies done on this subject. So long as a manufactured home is properly installed, it is as durable as a conventional house, or in many cases, more so. Not my opinion, that of the engineer referenced in the video on the page linked above.

— —

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Graphics above for the people on the public comments are from the Lakeland Ledger website. Other graphics on this page, are by MHProNews.com.

Note – I only answered one of her questions – the most important one.  The terminology issue is another one that just flew right over Gould’s head.

3 Quick Steps

  • Please take 3, post a comment on this article.
  • Be pithy, short and to the point.
  • Let me suggest – Don’t sell, inform.

Open some eyes, even if it isn’t in your market.  Knowledge shared, is knowledge multiplied.

You never know when a Google search, or a move or some other twist of fate leads someone to you because you took the time to inform someone about the truth regarding modern manufactured homes.

Take Nike’s advice. Just do it.

Truly Informing.  It is how misinformation becomes an opportunity in disguise. ##

LATonyKovach-Louisville-2015-mhpronews-com-275x156 (1)

L. A. ‘Tony’ Kovach is publisher of MHProNews, MHLivingNews and is a marketing/sales/consultant to the MHIndustry.

By L. A. “Tony” Kovach.

 

Flashback – What Others Say – MHProNews, MHLivingNews

September 15th, 2016 No comments

As we approach our 7th anniversary, let’s share some comments from our 6th Anniversary, and point you to the comments posted this month from Tim Williams, at 21st Mortgage linked here.  Below is our flashback – enjoy and please send us YOUR comments for our October issue…thanks.

The following are a sampling of ‘quotable quotes’ used with permission from readers of MHProNews.com on the occasion of the 6th anniversary of this online trade publication serving the manufactured and modular home industry.

I appreciate being able to get all my MH news in one place, and especially on-line on my iPad as I am away from the office so often. Our industry is lucky to have such extensive coverage and I value the thoughtful coverage on a wide range of topics that MHProNews provides its readers.

don-glissonjr_ceotraidfinancial-ostedonmhpronewsDon Glisson, Jr, CEO
Triad Financial Services, Inc.
4336 Pablo Oaks Court
Jacksonville, FL  32224

Tony, congratulations to you and your team on this significant milestone and much appreciation for the valuable (and often thankless) job that you do. You have truly become the preeminent news source for the manufactured housing industry and I wish you many more years of success.


darrenkrolewski-mhvillage-executivevicepresidentmarketingandbusinessdevelopmentDarren Krolewski
Executive Vice President, Marketing and Business Development
Datacomp/MHVillage/JLT

Dear Tony & Soheyla, 

Congratulations on your 6th anniversary with MHProNews.Com and two years with Manufactured HomeLivingNews.com!

Just wanted to express our deep appreciation for your cutting-edge reporting and videos that keeps us positive and upbeat about our industry. You keep us focused on the great opportunities for our manufactured home industry. Keep it Up!

gusrodrigueztejashomesGus Rodriguez
Tejas Homes
Conroe, Texas 

 

marthaneusmithexecutivedirectorkansasmanufacturedhousingassociation

 

 

 

Tony,

Congratulations on your 6th Anniversary!

Martha Neu Smith
Executive Director
Kansas Manufactured Housing Association

Tony,

dennishill-postedonmhpronews-comCongratulations on your 6th anniversary issues coming out this weekend. It goes with out saying that your continued diligence in pursuing a solid information source for this industry is most appreciated. I’ve always look forward to receiving your information so that I can keep up with what is going on. Again, congratulations on your 6th anniversary. I hope there will be many more!

Dennis Hill
Show Ways Unlimited
800 Old Roswell Lake Pkwy
Suite
 140
Roswell, GA 30076

Congratulations on your upcoming milestone.  I want to personally thank you for giving me one place for information to stay abreast of what is happening in the Manufactured Housing industry. 

Best of continued success,

Mike”

mikebowenseniornationalaccountssalesmgrvpamericanmoderninsurancegroupMike Bowen
Senior National Accounts Sales Mgr/VP
American Modern Insurance Group

— Examples of Off the record, private comments —

  • It’s tough to capture your all-around terifficness.”

  • Thank you for all you do for the MH Industry.”

  • Tony, what MHProNews spotlights is often the squeaky wheel used or referenced in private discussions and meetings. Keep it up.”

  • As you know, we send periodic news tips your way, and appreciate your publishing so many of those in the Daily Business News. Matthew Silver does a fine job. You and your team are an important part of MH advancement.” (Editor’s note – we do get a lot of tips from readers like you on news items, please send links to news items in viaiReportMHNewsTips@mhmsm.com – with the subject line, ‘News Tip’)

  • We work B2B, and find your Daily Business News section is a gold mine for us. We read it every day. Thank you for this invaluable service to manufactured housing.”

  • While we really value MHProNews, I have to say that MHLivingNews.com is the hidden gem in what your operation does for manufactured housing. We look forward to every new article and interview posted there. Those articles and videos have been used to close sales on customers that were on the fence. Thanks and please, keep them coming!”

Along the lines of MHLivingNews.com, among the nice comments in about the recent video is the following example (others are posted on the article itself that goes with the video on that page)

http://manufacturedhomelivingnews.com/a-surprising-solution-to-americas-quality-affordable-housing-crisis/

Today’s new MH product is a cutting-edge solution to the myriad of financial pressures weighing on America’s age 55+ active-adult demographic and addresses the critical issue of home affordability. 

Dennis Loxton, CFP

NMLS #362476

1st Financial

NMLS #130562

Comments from a variety of industry pros and leaders in 2015 are found in the link below.

http://www.mhmarketingsalesmanagement.com/home/featured-articles/october-2014/8418-manufactured-housing-professionals-news-mhpronews-5th-anniversary-celebration-kudos-and-quotable-quotes

This is team work. It isn’t just us, its pros like you that engage and make this work. These are collaborative efforts for mutual success. This is part of “taking care of business,” because knowledge and information are potential power.

We thank you for allowing us to be a part of the mission to dispel outdated myths and to shine the light on subjects of importance for manufactured, modular and factory built housing.

We may publish more on-and-off the record comments in the days ahead. Until then, tallyho! ##

Editor’s Note: Please do send YOUR thoughts on the 7th Anniversary of MHProNews and MHLivingNews in asap, for inclusion in our Oct issue 2016 issue, thank you!

LATonyKovachPresentingIndustryMembers-MHProNews

L. A. ‘Tony’ Kovach.

 

Trending – White Board Video Marketing, Manufactured Housing and You

August 15th, 2016 No comments

When something new pops up on the horizon, that isn’t always a signal that a professional should automatically jump on the bandwagon.

Once something is taking root, then it makes more sense to jump in.  For example, being on Facebook 10 years ago wasn’t as important as it became 5 years ago, or how much more important it is for marketing today.

WhiteBoardVideosManufacturedHousing-MHProNews-

A still from one of the two white board videos shown below on this page. As you watch those two videos, imagine how they might be applied for you and your business. Then, give us a call or shoot us an email, and we’ll set up a time to discuss it.

That point made, I’m not ready to say that White-Board Videos are a must have, today.  They aren’t a good fit for everyone, today.  But they do offer a number of cool features at a very modest cost. So for those that it would be a good fit, today is a good day to get that ball rolling.

We see value for many, but not all, current or potential new clients of the marketing side of our operation. As you look at this two short videos (both together, less than a minute!), think about the kind of messages YOU might want to convey about YOUR business, product and services.

Rather than describe them, we’ll share our first two Whiteboard videos with you on this page.  Think of these whiteboard videos as a light-hearted, fast paced way to tell key parts of your story in a short period of time in an engaging way.

As an FYI, these whiteboard videos can be longer, of course. We opted to make them very short, to demonstrate their ability to convey quite a few facts in a short period of time.

For those B2B or B2C outreaches, keep us in mind.  We know MH, we’ve worked the front lines of retail, community, with lenders, builders and others who specialize in the industry. We don’t know it all, but because we have the fundamental grasp and total belief in the business, we’re miles ahead of bringing in an outsider who doesn’t know MH at all, or who thinks about modern manufactured homes as “mobile homes” or (shudder, worse yet…) ‘trailers.”

ThWayToGetStartedIsToStopTalkingAndBeginDoing-WaltDisneyPostageStamp-InspirationBlog-MHProNews-(c)2016-AllRightsReserved

From this Inspiration blog post, linked here.

We’re number 1 in our space because of understanding and staying in touch with what is happening for MHPros like you.  We don’t just report the news, we help make good news for operations like yours (see a yet another recent success story in MH example, linked here).

LATonyKovach-Louisville-2015-mhpronews-com-275x156 (1)

L A ‘Tony’ Kovach has become one of the most widely recognized experts in MH marketing, sales and publishing.

By L. A. ‘Tony’ Kovach

#1 Publishing | Video Production | Marketing | Websites | Sales Recruiting/Training | Consulting | MH Industry Expert | LinkedIn
Ph. 863-213-4090.