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Posts Tagged ‘louisville show’

The Power of MHV Recaps

May 6th, 2015 No comments

We’ve finished a whirlwind of activity related to videos, marketing and image building in the last month and a half since the Tunica MH Show. Actually, going back to the Louisville Show, we’ve been beyond busy with tools and resources that drive more MH business for our clients. To get a good feel of the image and education campaign underway there, please click on the image below.

WelcomeHomeOhio=credit-posted-mhlivingnews-cuttingedgeblog-mhpronews-com-

One of the great things you can do when you have lots of video interviews, is to do a “recap video.” The mainstream media is using sound bites and recaps all the time. Some politicians have learned to speak in sound bites, knowing how the ‘game is played,’ and thus feeding the media what they are looking for already.


Recaps can be a great way to tease the full interviews that are coming. They can also capture in a short period of time lots of ideas and information. Why shouldn’t MH pros learn these and other lessons and apply them?



This is a video linked above we did in association with our buddies at ManufacturedHomes.com. So that everyone is clear, our operation and theirs are two distinct companies, we don’t own them, nor do they own us. That said, we think they are way cool, nice guys and enjoy working with them!

Please check out the video recap above and then take a look at this Featured Article, below. Call or email for your marketing, web, sales or video related questions and needs. ##

LATonyKovach-Louisville-2015-mhpronews-com-275x156 (1)By L. A. ‘Tony’ Kovach.

See what others say, click the link on the photo or above.

 

 

Manufactured Housing and IGA’s Success Lesson

October 25th, 2014 No comments

Imagine America during the Great Depression. There was virtually no federal social safety net then!

Great-depression-credit-common-wikipedia-posted-on-mhpronews-comWhile there has been suffering in the U.S. in what many call our recent "Great Recession" which began circa 2008, let's be honest. The great Depression days were far worse.

This pair of photos from WikiCommons might help someone not familiar with the Great Depression begin to understand how tough it was then, versus now.

Soup lines, rough housing, jobs were hard to find and low paying.

It was in this sad economic environment – far more challenging than what we've had since 2008 – that IGA was formed. Let's see what lessons for manufactured housing professionals in organizations of any and all sizes the IGA story may hold.

Great-depression-credit-common-wikipedia-posted-on-mhpronews-com-2

Wikipedia states the following about IGA, which is short for Independent Grocers Alliance.

iga-logo-posted-on-mhpronews-com"IGA is a brand of grocery stores active in more than 30 countries. Contrasting with the chain store business model, IGA operates as a franchise through stores that are owned separately from the brand. Many of these stores operate in small town markets and belong to families that manage them. It was founded in the United States as the Independent Grocers Alliance. The headquarters are in Chicago, Illinois."

"IGA was started in May 1926 when a group of 100 independent retailers in Poughkeepsie, New York, and Sharon, Connecticut, led by J. Frank Grimes, organized themselves into a single marketing system. This group quickly expanded, and by the end of the year there were more than 150 IGA retailers. In 1930 there were over 8,000 grocery stores using the IGA name. The company uses the "Hometown Proud Supermarkets" slogan. Today, many IGA grocery stores are still located in smaller cities and towns throughout the United States."

IGA is not the powerhouse today that it once was, for a variety of reasons. But for decades, IGA grew rapidly and often dominated the landscape in the huge grocery business. It provided marketing, savings and other benefits to its associated grocers, so it paid to be a member of IGA.

In manufactured housing today, there are several 'buyers groups' that offer its members specific advantages, including lower costs on homes through volume rebates and/or other discounts.

We also have state and national associations, which offer a different range of benefits that include networking, educational and political lobbying.

What we don't have – yet – is a similar, formal alliance for MH akin to what IGA was for grocers. Thanks to the Internet and modern technology, that can now rapidly change in a way that would benefit all involved.

How can this model be applied to the manufactured housing Industry successfully today?

MHRetailers, MHCommunities, MH Associations, factories and service providers – Come to the Louisville Show in 2015 and see!the-road-to-success-mhpronews-louisville-manufactured-home-show-january21-23-2015

Your operation may be soaring, struggling or somewhere in between. You may be starting up in business, or ready to wide down.

Whatever your status, your business is worth more – duh! – when it is profiting more.

Learn how the successful IGA model can be applied to Manufactured and Modular Home sales at the 2015 Louisville Manufactured Housing Show. Yours truly will show you how we can grow your business and others, the smart way.

As an MH retailer, community or builder/developer, odds are excellent you can enter the show free.

Please see the Louisville show website for details and to pre-register free. Some 2,500 industry pros came to Louisville in 2014, far more than any other industry event! There are good reasons the crowd keeps growing. We hope you will come and see why the Road to Success starts in Louisville. Free pre-registration link is here. ##

(Great Depression Image Credits: WikiCommons)

l.a.tony_.kovach-publisher-manufacturedhomelivingnews-com-mhpronews-com-mhc-md-com-1by L. A. 'Tony' Kovach

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.

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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 

Hard Truths and Dominating Your Local Market

March 8th, 2014 No comments

If a business routinely treats their customers like dirt, it doesn't take a rocket scientist to figure out that sooner or later, that business will suffer and likely be forced to sell out to someone more savvy or close.

If a business owner treats its staff with disrespect, it is self evident that even in a tough economy and job market, the staffers will sooner or later find their way to a better place. In the mean time, can the disrespected staffers be expected to perform their best for the owner who maligns them?

If you are an association leader and don't get along well with people who have a differing view point than you do – alienating some, losing some members and creating avoidable adversaries along the way – would it be a surprise if the results of such an association leader would be slim at best?

There are a number of hard truths that every professional person must face. The above are so obvious, that they are shared to make a point. The hard truth is that 4 years into our industry's recovery from the bottom hit in 2009, we are faced with yet another wave of challenges.

But as John F. Kennedy wisely said, “When written in Chinese, the word 'crisis' is composed of two characters. One represents danger and the other represents opportunity.”

written-chinese-crisis-composed-two-characters-one-represents-danger-the-ot ... -opportunity-john-f-kennedy-copyright-2013-lifestyle-factory-homes.jpg

Brutal Winter and CFPB Regulations

The combination of a brutal winter up north and new Consumer Financial Protection Bureau (CFPB) regulations represents a genuine crisis for some in our industry. Don't get me wrong, some will come through this profiting more than they did before. Some are doing well in the very areas that others are struggling. But others will fail or will have to hand over the keys to their business to someone else, likely at a distressed price.

marty-lavin-jd-manufactured-home-community-owner-on-board-spy-sea-.jpg

One of the more successful professionals in our industry – Marty Lavin, JD – who has been:

  • in retail with an operation that sold 5,000 homes a year
  • operated a manufactured housing finance firm that originated more loans than some of the chattel lenders we have today
  • survived a big downturn in the land-lease communities business, and still successfully owns and operates to this day
  • is an industry attorney who dealt with some of the biggest names in our industry and the likes of mortgage giants, Fannie and Freddie

said to me in his 6 million dollar list price 72' boat, “Tony, the problem is not the product!” (more from Marty Lavin, linked here).

We have a great home, at an incredible value. We have not done the sales training and marketing needed to grow the business. Who says? The likes of former Fleetwood manager and current state association executive Jay Hamilton:

We are an industry that for years has desired the best for our industry representatives, our customers and our distribution system but for all these years have been hesitant to:

  • invest financially in training our people,
  • marketing our product's image,
  • updating our technology,
  • improving our delivery system, etc..

Manufacturers and Retailers have made some bold attempts at the previously listed task but always fail to follow through because they don’t see immediate profits from marketing or training programs. 

We are an industry that has the need for all of our profits to be immediate. Future growth and maturation always loses out to the need for immediate results and immediate profits. 

jay-hamiltong-executive-director-georgia-manufactured-housing-association-gmha-posted-mhpronews-com(1).jpgUntil we are willing to train our people well, invest in technology, invest in customer service, invest $ in creating a brand image with the understanding that is will cost a percentage of our industry profits and will not necessarily produce immediate results we are doomed to keep repeating our same mistakes over and over.

Thank You,
C. Jay Hamilton
Executive Director
Georgia Manufactured Housing Association

At the Tunica Manufactured Housing Show, I'll be presenting on the topic of Dominating Your Local Market, version 2.0. A variation on this topic drew praise and a standing room only attendance at the Louisville Show.

You'll also have the opportunity to get the latest in

  • Manufactured Home financing, including information from lenders not present at Louisville
  • Commercial Land Lease Community Financing, both moderated by Dick Ernst of FinmarkUSA.com
  • Manufactured Home Community Lessons Learned Panel Discussion, moderated by Jenny Hodge
  • The Importance of CRM for your Retail or Community sales operation, a panel discussion

and more!

standing-room-only-2014-louisville-manufactured-housing-show-seminar-room-masthead-blog-mhpronews-com-.png

If you're marketing fails to attract enough of the good credit customers who are third party financeable or cash buyers in significant numbers, in the Dodd-Frank/CFPB era, you may not make it.

Learn more about what you need to do differently in today's market, at the free panel discussions and seminars linked above at the rapidly approaching Tunica Show.

You won't find these same topics all in one place at one event anywhere else in the U.S. at this time, so don't miss this opportunity. More information on the free business building seminars at the 2014 Tunica Manufactured Housing Show is linked here. ##

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 

More Videos for MH Success!

February 20th, 2014 No comments

If a picture is worth a thousand words, and a video is made up for thousands of still pictures, you can imagine the marketing power that a single good video can provide. Now what if you had a series of good videos? Needless to say, your marketing power rises along with it.

We've used videos for years, and frankly started off with pretty low tech, desk top style productions. Even the kind of video that you shoot with a smart phone can be useful, if the subject you are shooting is good and there aren't a lot of jarring motions.

That said, quality video work is now within reach of the masses! We teamed up with the fine folks at ManufacturedHomes.com to do some videos at the 2014 Louisville Show. This is a brand new 'recap video' from Louisville.

Here is another Louisville Show recap video. Two different sets of views on the same event!

Think about the clear enthusiasm shown by Terry Decio. Terry's not a newbie, he grew up in this industry from a legendary MH family! His reasons for confidence ought to bolster your confidence too.

Or consider what Wally Coomer says in the video above; you put yourself and your business at a disadvantage when you miss such a show.

When operations like Terry's or Wally's are investing in the future, you should see the value of doing so too.

Two points to close on today.

1) Be at the 2014 Tunica Show, MHI's Congress and Expo in Vegas and make plans for the 2015 Louisville Show. Learn more to earn more at events like these!

2) Learn to use or improve the use of video, online on your website and use and improve your other marketing resources. Need help? You know who to call!

We will be at booth 14H in Harrah's Convention Center in Tunica. The map shows it will be right by the seminar room, where we expect full house attendance, just like you see in the video's from Louisville above. Please stop by and say hi. ##