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Posts Tagged ‘advertising’

Three Steps to More Sales Comparisons Help or Harm You in Marketing and Sales

August 1st, 2014 No comments

Let's be really basic and candid. People make comparisons. It is part of what we are and do; we compare people, products, services, entertainment, food, politics, religion. You name it, and people make comparisons on it.

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Photo Credit – WikiCommons.

We also tend to 'judge' or 'discern.' Labels are not just something on a can or jar. Politicians, actors, workers, companies, sales people, specific news or trade media, consultants, experts, products or services…so much of what we think about gets 'labeled.'

We either define ourselves or we allow others to define us. But if we let others define us, how do we re-label, re-define or re-brand? Vivid comparisons are part of the equation.

site-built-houses-moor-ok-ef5-tornado-did-worse-than-manufactured-home-credit-ok4-posted-cutting-edge-blogmhpronews-com-.png

Moore, OK and nearby area tornado damage 2013.

Tornadoes, hurricanes and high winds are subjects manufactured housing takes it on the chin for daily in the minds of those who consider housing options. 'Gee, I'd love the price-point of a manufactured home, but they are blown away by the first strong wind.'

Really? Who says? Was the right information provided so a more accurate comparison could be made?

Learning how to address the tornado-hurricane-high-winds-topic the correct way is huge. Frankly, a big element is about making the correct comparisons. See the side by side photo above.

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We showed this screen capture from Google Images on the Masthead Blog earlier this week. Every picture but the last one above came from either this MHProNews site or our new public-image-education-focused sister site, MHLivingNews.com.

Notice how we make comparisons?

The far more expensive site built house is losing its roof, while the lowest priced new manufactured home in that market is seeing a bit of skirting flapping.

The site built roof failed because the roof tore away, but on the manufactured home where the roof pulled loose it was because of an improper add on, which tore away first and that pulled the roof off the home like a giant para-sail.

FYI, NBC reported that it's add-ons which – in a post-storm study – where responsible for 80% of the home severely damaged or destroyed. The MH's would have been okay, had the add-on been done properly, or had it not been there at all.

No one wants to be caught in a tornado or hurricane. Look again at the top two photos. If you had to be in one of those flattened houses or the manufactured home which rolled over – and neither one had a basement – which would you rather be in? The decimated site built houses, or the manufactured home that got rolled, but is structurally so durable it's mostly intact?

Enlightened Self Interest! A Voluntary "Mutual Benefit Society"

There are reasons why you should want to send your customers, your shoppers and everyone you know to ManufacturedHomeLivingNews.com. There, we are gathering and telling the good news about manufactured homes. We are debunking the myths, or outdated stereotypes. When you and your team know that site backwards and forwards, and then use it at the right time with customers, you will sell more homes. It's a no-brainer.

Three Steps to Your Organization's or Career's Advancement

1) Daily reading. Not just you, but your all of your team mates too. Don't think 'they aren't smart enough,' or 'they aren't motivated enough.' Peopleignorance-costs-knowledge-pays-cutting-edge-blog-mhmsm-com- want to take pride in their work! What they don't know, will cost you money. Period.

A minimum of 15 minutes daily here, and no less than 7 minutes a day on ManufacturedHomeLivingNews.com, will at the end of a year be proven to advance your results and profits. Invest more time, if possible!

On our public site, you should read articles and view videos a number of times, once today, again in a week, etc. Why? So that when a topic comes up, you know immediately which story or stories to go to with your prospect or customers.

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RSS feed symbol.

2) RSS and links speed your success. We love links, and you should want to give them! We already have very good search engine positioning, but YOU want us to have the BEST possible, every time. Why? You want ManufacturedHomeLivingNews.com to come up in a home shopper search. You want your customers 'pre-sold' or mostly sold. We don't sell houses, we tell stories. We let YOU sell houses!

    An RSS feed to ManufacturedHomeLivingNews.com is important to YOUR sales. We are the industry's best public image and education site. See this Masthead for examples of how an RSS feed can boost your site performance too.

    money-bag-wikicommons-cutting-edge-blog-mhmsm-com-

    Unlock the money bag.
    Comparisons and the 3 Steps suggested
    can help.

    3) Invest Your Money Wisely! One and two above are "free." This one is about where you spend or invest your dollars. When you realize that you need:

      • Marketing
      • Sales training
      • Consulting
      • Website upgrades or a new website
      • Research or copy writing
      • Videos
      • Advertising…

      When you have a need, turn to us or to one of our writers or sponsors. When we win, we can do more. When you win, we win too. Think of this as a voluntary Mutual Benefit Society.

      Let's close with a request that you share via your social networking – Facebook, Twitter, LinkedIn, etc. AND by email this link below. It puts idea #1 above in action.

      http://manufacturedhomelivingnews.com/nbc-news-today-show-manufactured-home-performs-better-than-conventional-housing-construction-in-ibhs-hurricane-wind-tests/

      Then go to Reddit, sign in and comment on this link!

      http://www.reddit.com/r/todayilearned/comments/2c6ey1/todays_manufactured_housing_is_not_your/

      Reddit gets millions of visits. The higher that link goes, the more people will discover the truth about MH and will decide to buy. What goes around, will come around to you.

      So please do your part to make this go viral!

      Speaking of Linkedin, my thanks to all who connect with me on LinkedIn, provide an endorsement and share good words about our work to others.

      When you support our sponsors and support us, we are more able to benefit you. It really is that simple. There are a lot of fine industry sites out there, but the thousand of pros who come here daily make us realize that we compare well to anything else remotely like us. Hey, that's a comparison too…##

      L. A. "Tony" KovachL. A. 'Tony' Kovach ManufacturedHomeLivingNews.com | MHProNews.com | Business and Public Marketing & Ads: B2B | B2C Websites, Contract Marketing & Sales Training, Consulting, Speaking: MHC-MD.com | LATonyKovach.com | Office 863-213-4090 Connect on LinkedIN: http://www.linkedin.com/in/latonykovach 

      “Whether you Think You Can or Think You Can’t, You’re Right” – Henry Ford

      July 30th, 2014 No comments

      You know the drill. First, it's “that sounds too good to be true.” Or maybe it's “okay, that might work in XYZ's market, but that would never work here.” When I hear that, pardon me, but I can't help but think about all the similar stuff Henry Ford must have heard about his automobile! Or the Wright Brothers before they made that first, famous airplane flight at Kity Hawk, NC! Any number of things sounded “too good to be true” before someone actually did it.

      Whether You Think You Can or Think You Can't You're right.png

      Isn't it Obvious?

      1-dutch-champ-207-mc41-kit2-posted-manufacturedhomelivingnews-com-

      To get different results, you have to do things differently. Duh, right? At the same time, it is interesting how often a possible new client – in B2B or B2C marketing, sales, web, advertising, etc. – says something like: “I've tried that before with XYZ sales trainer and it didn't help us.” Or “I tried advertising with ABC, and it did nothing for me.”

      5-dutch-champ-207-mc41-foyer-posted-manufacturedhomelivingnews-com

      First of all, the failure of one is not the failure of all!

      Next, even those who've failed before, may succeed the next time. Sometimes failure leads to success – like Thomas Edison's famous 10,000 failures before he succeeded at making the light bulb – when a sound plan is followed by persistence.

      Manufactured Housing is a great product! Communities are a good option for many! Advertising is something that millions of companies do successfully, are you telling me that only Manufactured Housing ads can't work?

      A man who stops advertising to save money is like a man who

      stops a clock to save time.” – Henry Ford.

      End Self-Doubts or Self-Limits to Advance

      When you first start a new sport, game or job, you may initially get a poor or even a terrible result. It feels uncomfortable and you or an associate may feel awkward, self-conscious or embarrassed. Don't sweat that small stuff. What separates the men from the boys and the women from the girls is maturity! You have to keep doing what you are trying to master, precisely until it IS mastered!

      I'm good with selling manufactured homes at almost any price point. I've personally never sold a million dollar MH, but we've successfully marketed and sold many in the 6 figure range, while in the same market someone else might be trying to give away a lower cost house and is having trouble doing it.

      Want to sell more entry level manufactured homes? Okay, there is a way to do that well.

      Want to sell more upscale, residential style manufactured homes, well, there is a process for that and it means you have to attract and sell the site-built buyer who has cash or good credit. You don't sell the well qualified buyer – let's say shopping for a Mercedes Benz – the same way you do a Yugo or today's lowest cost Chevy, Ford or Dodge.

      We've worked with operations in many states and markets, and when the right resources and attitudes are put into place, you will get the right results. That may take some time, just like learning a new sport or game may take some time to master. But it is worth mastering!

      When you don't get the right result at first at a doctor, do you quit, go back or find another MD?

      We all need partners, mentors, coaches and experts. If you have a financial planner for investments, but don't have an industry marketing and sales pro for your business, something is wrong! Remember, what the can do genius types say…

      “Whether you Think You Can or Think You Can't, You're Right” – Henry Ford. ##

      Marketing Lessons for Manufactured Housing? Forbes Reports Online Ad Revenue vs. Broadcast TV

      April 13th, 2014 No comments

      On 4.10.2014, Robert Hof writing in Forbes colorfully reported that, Perhaps the iconic pose of our era is someone squinting at a smartphone screen–replacing another iconic pose, the couch potato pointing a remote at the TV screen.” Hof says that's due in part to the use of hand-held devices, such as tablets and smartphones, which led online ad revenue to now exceed that of broadcast TV.

      This is a first, but not an unexpected outcome!

      Citing the Interactive Advertising Bureau (IAB) as his source, Hof points out that cable TV still exceeds broadcast and online ad revenues, but the gap is shrinking. The IAB report lays out these facts:

      • U.S. interactive advertising revenues for 2013 hit an all-time high of $42.8 billion
      • 17 percent growth in online revenue, from 2012’s landmark revenues of $36.6 billion. 
      • Broadcast television advertising revenues ($40.1 billion)
      • Digital video, a component of display-related advertising, brought in $2.8 billion in full year 2013, up 19 percent over revenues of $2.3 billion in 2012. As a result, it also increased its share to become the fourth largest format, directly behind mobile.

      • Search revenues totaled $18.4 billion in 2013, up 9 percent from 2012, when search totaled $16.9 billion.
      • Display-related advertising revenues in 2013 totaled $12.8 billion or 30 percent of the year’s revenues, a rise of 7 percent over $12 billion in 2012.
      • Retail advertisers continue to represent the largest category of internet ad spending, responsible for 21 percent in 2013, followed by financial services and closely trailed by automotive which account for 13 and 12 percent of the year’s revenues respectively.

      Here are some gems from the IAB report in a graphic format.

      credit-iab-report-posted-cutting-edge-marketing-sales-blog-mhpronews-com

      When you see “search,” realize that this is one of many reasons Google is getting megabucks.

      Think about resources such as Google Ad words, but don't forget to check out our Joe Karn's report – Get your Business on the Top of Google…Guaranteed? – on this hot subject! Joe lays out a potential solution for those who want to use Ad Words, but don't have a huge budget for it. Don't miss it!

      Are you Doing the Right Online Marketing?

      Note the next highest percentage of revenue in the online report that goes to banner ads.

      Banner ads have been a key part of what The Louisville Manufactured Housing Show and the Manufactured Housing Institute have used on MHProNews.com to drive traffic to their events. MHI reported recently that they are up 39% over the same time frame last year, and what else can you point to that is new in their promotion besides exposure on MHProNews.com?

      Dennis Hill has laid out facts about the trends on the Louisville Show, which previously had been canceled in 2010, and was brought back in 2011. The big change for the show was again the use of banner ads and articles on MHProNews.

      Don't Blow Your Budget! One Size does NOT fit All!

      Let's be clear, there are a range of resources online that can yield success, which is part of what this IAB report that Forbes has covered showcases.

      A web marketing pro outside of manufactured housing, and not familiar with our industry, might suggest a google ad words campaign to boost the turnout at an industry trade show. We'd say, 'waste of money.' Why? Because adwords generally targets the public at large, and the trade show audience is laser focused. The most viable tool to reach them are the ones we are currently using!

      Could there be others? Sure, but that would take a different report than this one. The point is that one size does NOT fit all.

      Are You Online? Do You Have an Updated Website?

      A prominent state association executive reported that in his state, well over half of the communities had no internet website. Ouch!

      Contrast that with the major MHC players, who usually have a serious investments in websites and other online marketing dollars. Or or most MH street retailers, who normally have a website, even if it is 4 to 10 years old (and if so, then it shows…).

      Having a modern website, that is mobile friendly, is necessary for modern marking.

      As important as websites, social media and other internet based resources are, you can't overlook the rapidly rising role of digital video and its role in marketing.

      Digital Video

      We are spending more time doing digital interviews, which have been very popular. No surprise! Video is dominating online usage, and is bound to grow in its revenues, as the IAB report and Forbes suggest.

      We've reported before in posted columns such as…

      More Videos for Manufactured Housing Success!

      …vivid, real-life examples of how videos can be used to make points and tell a tale. A key part of what the mainstream media does is interviews. Where are the interviews being done in our industry? Right here!

      As an example, if you've not seen the just-added 10 minute interview with Chet Murphree of Deer Valley homes, please check it out. We now have two versions posted; one is about 3 and a half minutes, the other right at 10, both are found at the link below.

      http://www.mhpronews.com/home/featured-articles/april-2014/138-general-manufactured-housing-industry-topics/7312-a-cup-of-coffee-withchet-murphree

      So Many Tools! Which One is For You?

      Imagine the many ways how video and online marketing could be used to impact housing professionals, investors, public officials and the home buying public.

      The tools and resources – including modern marketing – needed to grow a for-profit or non-profit enterprise like yours are all in our grasp. If you need a hand in reviewing your budget and marketing program, feel free to give me a call at the number below to set up a time for a discussion. ##

      L. A. "Tony" KovachL. A. 'Tony' Kovach
      ManufacturedHomeLivingNews.com | MHProNews.com |
      Business and Public Marketing & Ads: B2B | B2C
      Websites, Contract Marketing & Sales Training, Consulting, Speaking:

      MHC-MD.com | LATonyKovach.com | Office 863-213-4090

      Connect on LinkedIN:
      http://www.linkedin.com/in/latonykovach 

      Examples of how Cross-Marketing Works!

      November 17th, 2013 No comments

      As regular readers and most industry pros know, manufactured housing faces unique challenges in marketing. We have a great product that is not well understood or appreciated by most of the population. We will talk another time as to the reasons why that could become a blessing in disguise for those who understand how to attract potentially millions to their offices and sales centers who have cash or good credit. But today we'll focus on how cross-marketing works, by showcasing examples of cross-marketing in action.

      This month on MHProNews, we had three 'exclusives' from industry leaders featuring extensive quotes found no where else in the manufactured housing industry. ELS Chairman Sam Zell, CU Factory Built Lending's Barry Noffsinger and Skyline Home's Terry Decio each have such featured articles.

      I won't say which of these was in the lead in readership early on this month. But what I will say is that Terry Decio's company did a simple act of cross marketing near the end of the first week of November, and that simple step caused his article to ROAR ahead. All they had to do was take the easy step of a short post and photo to their corporate Facebook page.

      skyline-corporation-facebook-page-cup-of-coffee-with-terry-decio-posted-cutting-edge-blog-manufactured-housing-pro-news-_001.pngWe preach cross marketing periodically in Featured Articles here on MHProNews and on the Cutting Edge of Marketing and Sales blog too.

      Why? Because done propertly, cross-marketing works!

      We promote our featured articles, but in this example, Skyline took the simple extra step of cross-promotion on their Facebook page. Viola! That article was suddenly the #1 read column on MHProNews!

      What would happen if ELS or CU Factory Built Lending did the same? Think about it, because the answer is obvious!

       

      Beyond Articles, Other Living Examples of how Cross Marketing Works

      The upcoming Louisville Show is another example of cross-marketing. Everyone in the mix does some degree of promotion. The show does promotion of its own too, using mailers, along with banner ads on our website that look like the one below.

      But what if everyone involved in the show could step up their cross-marketing game? What if everyone would cross post the Louisville Show or a show related article on MHProNews, as Skyline did on the interview with Terry Decio, linked above.

      Louisville-Banner-show-me-the-money

      Cross-posting links the Louisville Show website or to articles on MHProNews would obviously boost the show! The more pros who attend the show, the more all involved benefit.

      It's a no-brainer.

      Subtle Cross-Marketing

      Most savvy players already send out invites for people to come to their specific booth or display. But why don't more take the extra step of emailing out a link to the FREE Business Building "Show Me the Money!" Seminars? Or emailing out a reminder about the networking mixer that KMHI and MHI are co-hosting at the Show?

      Sometimes when you spotlight something on someone else's website, you draw a different and deeper kind of interest in what you do and offer. This is one of many ways that cross-marketing works.

      Boosting the Industry Boosts You Too

      manufactured-home-living-news-sharp-ipad-.jpgThe rising tide raises all boats. That's the simple yet powerful concept behind ManufacturedHomeLivingNews.com. We use that here on MHProNews as well. Because cross-marketing works.

      You have scores of tools online (and off…) to advance your career, your location and company.

      As Tax Time Looms, Remember This Tip!

      Want to lower your taxes for 2013 and boost your business for 2014? Then remember, have your accountant confirm that your advertising dollars are a tax deduction!

      Invest in what will grow your business. Make cross-marketing part of that plan. Call or email when you are ready to advance your location or operation to the next level of marketing or sales success. ##

      PS: Check our many Exclusive and Red Hot Featured Articles for November and see the other new stories at MHLivingNews.com too.

      L. A. "Tony" KovachL. A. 'Tony' Kovach
      ManufacturedHomeLivingNews.com | MHProNews.com |
      Business and Public Marketing & Ads: B2B | B2C
      Websites, Contract Marketing & Sales Training, Consulting, Speaking:

      MHC-MD.com | LATonyKovach.com | Office 863-213-4090

      Connect on LinkedIN:
      http://www.linkedin.com/in/latonykovach 

      Amway and Autos – Lessons in Branding, UnBranding and ReBranding for Manufactured Housing

      October 13th, 2013 No comments

      Perhaps the best time to write a column on branding, unbranding and rebranding is prior to the Fall Leadership forum of the National Community Council (NCC) at the Manufactured Housing Institute (MHI). Their workshop on that topic will be one of the items yours truly plans to take in with keen interest, as it is something we deal with routinely in our marketing, sales training, website building and consulting.

      The Business Dictionary defines branding like this:

      “The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.”

      Let's begin with a fundamental principle to rapidly drive home the point for today's topic.

      The value of branding a product or service is dependent in part on the perception and demand of the product or service in question.

      For example, autos are in demand. Branding your car company or dealership makes sense, because Ask reports that in 2011, 12,778,885 cars, trucks, SUV and other automotive types were sold in the U.S. alone. Branding your product and/or service to grow your piece of the automotive pie in such a huge market makes perfect sense.

      The Free Dictionary defines rebrand as follows:

      rebrand [riːˈbrænd] – (Business / Marketing) (tr) to change or update the image of (an organization or product).

      As an example, if your company's brand in automotive is suffering, you'd want to consider rebranding.

      Let's imagine for a moment that an import auto company like Yugo wanted to change their image, rebranding combined with improved quality controls, marketing, service and sales training could have made the kind of sense that could have saved that automaker from 'crashing and burning' in the U.S. car market.

      Almost no one in our industry (besides us and some of our select clients) grasp and use the powerful concept of parallel paths and unbranding, along with when it makes sense to use this principle.

      Macmillan defines unbranding as:

      Unbranded goods are not marked with a name of the company that makes them.

      light-bult-with-trapped-man-credit-flickrcc-swarno-kamal-posted-cutting-edge-blog-manufactured-home-pro-news-mhpronews-.png

      What if your dealership, community – or the industry at large – has an image issue? Does rebranding make the most sense? Or would a possible combination of unbranding and/or rebranding make more sense?

      Before you answer, consider this fact. Manufactured housing has tumbled from having 21% of the new home starts in the last 20 years to some 8-12% in more recent years.

      So rebranding in a shrinking market is like deciding to be a bigger fish in a smaller pond. Wouldn't you rather go after the large housing marketing place, by whatever strategies are necessary to get you there profitably?

      Lessons from Amway and Unbranding

      As an example to drive home the point, think about Amway. How many people do you know that have run out to sign up to sell or buy vitamins, home cleaning products etc. from a multi-level marketing (MLM) distributor or company?

      The image of MLM in general isn't that hot and hasn't been for many years! So what does a savvy MLM distributor or company do? Answer: they teach their marketing minded distributors to avoid the company name and the marketing method in their initial contact.

      In no small measure due to their dual campaign of unbranding and branding, Amway became a multi-billion dollar empire for its founders and made millions for key 'direct distributors.'

      At MHC-MD.com and in part via our LATonyKovach.com – websites, marketing, training and coaching platforms – we have garnered dozens of recommendations and hundreds of endorsements by using a proper combination of branding, unbranding and rebranding, along with other proven strategies.

      Which of these – branding, unbranding and re-branding – does your operation need? The answer to that question can be worth millions to you and billions to our industry. ##

      PS: Check our many Exclusive and Red Hot Featured Articles for October and see the other new stories at MHLivingNews.com too.

      L. A. "Tony" KovachL. A. 'Tony' Kovach
      ManufacturedHomeLivingNews.com | MHProNews.com |
      Business and Public Marketing & Ads: B2B | B2C
      Websites, Contract Marketing & Sales Training, Consulting, Speaking:

      MHC-MD.com | LATonyKovach.com | Office 863-213-4090 

      Connect on LinkedIN:
      http://www.linkedin.com/in/latonykovach