Archive

Posts Tagged ‘MHMarketingSalesManagement’

Content Is King! Blogging, Video B2B and B2C Tips for Manufactured Home Marketers

February 4th, 2016 No comments

If a picture is worth a thousand words, then an infographic can be worth still more. Good video takes time, effort and has a cost, but you’ll see from the third party facts below why investing in video makes good (Dollars and sense. 😉

One reason MHProNews and MHLivingNews dominate in their respective categories is because we practice what we preach. We generate daily, relevant content on MHProNews. The result? At the time I’m doing this blog, here is how many people our home page guest tracker says are on our site, “We have 3585 guests online.”

To put that in perspective, 1571 is the official total registrations (not arrivals, registrations) for the 2016 Louisville Show, per Show Ways Unlimited final tally. So we have more than double on our site at this moment, as the 2 day show had for total registrations. Needless to say, others will come to MHProNews during the course of every 24 hour day.

2016-02-04_1143_001-3585guestsonlineMHProNews-com-

Screen capture of MHProNews home page guest counter, at date and time shown. Screen capture using Jing by TechSmith.

Check out these three infographics. The sources for each are cited below their respective infographic.

Quality_Content_Inklyo_Infographic-credit-Inklyo-postedCuttingEdgeBlogMHProNews

Outsource content creation can often be more cost effective, and while a company like Inklyo could be good in many fields, MHMarketingSalesManagement specialize in factory built housing. We know the market and the target audiences.

Marketers widely agree, Content is King. Good content means better SEO, more traffic and more love from Google or others. It means more return visits from your target audience. The following is circa Aug 2015.

Video and Your B2B or B2C Marketing.

The following data/chart is circa Aug 2015.

video-marketing-infographic-credit-HighQ-postedCuttingEdgeBlog-MHProNews-com

Compare what we do at MHMarketingSalesManagement to what any other similar firm does for the MH Industry. If you dare to compare our services with HighQ or any others, you’ll rapidly see why we have over 100 unsolicited endorsements from pros like you.

As you read the below, keep in mind that a blog post can be vidoes, images, text a combination or a variety of different kinds of content.

Why-Blogging-Matters-creditBloggerSideKick-postedCuttingEdgeBlog-MHProNews-

We have professional writers who know MH, but compre what we do to Blogger Sidekick or anyone else in MH. We give the added benefit that your marketing dollars support our industry building efforts, and routinely yields additional back links and exposure on sites you’d not otherwise be on – that’s good for your site and business image.

We do a variety of video styles, from commercials, to third-party news interviews, lower to higher tech. Two examples are below.

Note that the interviews are real people and are unscripted, that creates more interest for viewers.

What are you doing in your content marketing for 2016 to increase your engagement with your audience? Come to the pros who know the MH biz and know good content creation.

We do websites, professional content creation, including video, copy writing and more for B2B and B2C. We also do sales recruiting and sales coaching, that draws high praise from attendees.

What we don’t do, we can routinely point you to. For those ready to advance, one call or message can start it all. 863-213-4090 or latonyk@gmail.com. ##

latonykovach-louisiville2015-mhpronews-business-building-seminars- (1)

L. A. ‘Tony’ Kovach with a live audience, showing the principles of attracting and selilng more customers with Cash or Good Credit. See him present in Tunica on March 22nd, 2016 – click here for a video and more information!.

L. A. “Tony” Kovach.

Words Matter – Mobile, Trailer vs. Manufactured Home Marketing, Sales and Management

September 20th, 2015 No comments

Every savvy marketer knows that your choice of words matter. Any thinking, successful sales pro should knows that too. It stands to reason that management should also be aware of that reality.  Sadly, we see widespread evidence that much if not most of MH fails to grasp a truth uttered by no less a figure than real estate and manufactured home community mogul, Sam Zell.

“Pencil head, it’s not a trailer park.” – Sam Zell

Let’s press on and say, when an MH pro calls our industry’s homes “mobile homes,” they are making a mistake. Yet across the spectrum, we see players of all sizes make the same excuse the media often does.  ‘People say mobile homes, a number of my customers say ‘trailer house,’ why should I correct my customers?  Why shouldn’t I just go with the flow?’

Because words matter.  Facts matter.  Image matters.

I-doThinkThatPersonCanAdaptChangeSuccessfullyCan-doMmindsetProvidedWillingMakeCommitmentLearning-JimClayton(c)2015MHProNews1com-

Change always occurs, every moment of every day. The question is, will you embrace change or get run over by it? To see and hear great insights from Jim Clayton, check out the in depth video interview we did with him, linked here.

When we do out Inside MH Road Show, we often have home owners who struggle with that same issue.  They tell us off camera, they ‘don’t want to be known as “trailer trash.”’

Ok. Then correct your usage of words. We in MH ought to support and lead that effort.

There are people with weak will and weak minds.  I trust that doesn’t include you, because only those looking to advance – which requires will and intellect – are going to read this.

Before we start an interview, I routinely chat with the person that will be on camera with me as the videographer is setting up. One day, a man was saying mobile home this, mobile home that.

fisherman-dave-cavinder-pupply-new-durham-estates-westville-indiana-manufacturedhomelivingnews-com-inside-mh-road-show-video-fishing-contest-winning-secret-575-315

Want to understand your customer base better? Check out videos like this one with Dave Cavinder, real interviews with real MH home owners.

I asked him (Dave) a question. If you had to sell your home, which do you think would bring you more money?  Calling your residence a

  • Trailer house
  • Mobile home or
  • Manufactured home?

For virtually all of the interview, that man who spent his whole life saying mobile home began to say, Manufactured Home. By the way, the interview was delightful, a real hoot!  Check it out, linked here.

There is a code difference, which means there is a legal difference, with a manufactured home.  We have built no mobile homes in the U.S. since June 15, 1976. You Don’t have to sacrifice SEO to use the right terminology! When you elevate our industry, your lift location and your self up when you properly say ‘manufactured home.’  The short version?

pencil-head-its-not-a-trailer-park-els-chairman-sam-zell-c2013lifestyle-factory-homes-llc-all-rights-reserved-manufactured-housing-pro-news

To see the exclusive insights and comments for MH Pros from Sam Zell, Point of the Spear and You’ve Got to Have Confidence, click here.

“Pencil head, it’s not a trailer park.” – Sam Zell, Chairman, ELS

Attend one of our upcoming marketing and sales seminars, New York is up next.  If your team needs a speaker or trainer, discover why we get such high ratings from those who work with us.  If the bottom line matters, and it does, you’ll be glad you did. ##

By L. A. “Tony” Kovach.

Donald Trump, Marketing Lessons for Manufactured Housing from his Presidential Campaign

August 6th, 2015 No comments

A fascinating lesson for MH in marketing is coming from Donald Trump’s presidential campaign. Let’s set the stage by noting that The Donald is known for great:

AmericanDreamDead-DonaldTrump-MakeAmericaGreatAgain-credit=Vox-posted-CuttingEdgeMHProNews-com-

The Donald has tapped into the anger and frustration of millions. He’s not only shot up fast6 in the polls, but he’s flipped his unfavorable/favorable so rapidly, the political pundits are amazed. Image Credit – Vox.

  • hotels, casinos, golf courses…real estate.
  • He’s a one man brand, with clothing, etc. that bears the Trump name.
  • He’s the author of Art of the Deal,
  • spent years on TV and his bold campaign claims have made him roughly double the polling of the current #2, Jeb Bush.

Bernie Goldberg recalled a conversation with Donald Trump to Fox New’s Bill O’Reilly. Goldberg mused, why has Mr. Trump felt the need to be making such big, bold claims over the years?  No other billionaires are doing that, suggested Goldberg.  Bill O’Reilly nailed this one when he replied, that Trump is a marketer.

 

Consider Donald Trump’s campaign lines like these.

  • I’ll be the greatest jobs President that God ever created.
  • I’m rich, really rich.
  • I’ll build a wall on the border and make Mexico pay for it.
DonaldJTrump-com=credit-postedCuttingEdgeMHProNews-com

He’s attracting larger crowds, and far more media coverage than others in the GOP. Photo credit – DonaldJTrump.com.

Candidate Trump has the TV talking heads…talking about him!  He gets the same or more air time then the rest of the Republican field combined.  Don’t be surprised if tonight’s televised debate has a huge audience, and the GOP should thank the Donald for the added energy he’s bringing to the race.

DonaldTrumpMakeAmericaGreatAgain=campaign=credit-postedDailyBusinessNews-mhpronews

Do you expect his new book sales to do well? I do. Look at all the marketing elements, from his campaign website.

Mitt Romney has his wealth and success hung around his neck by Democrats like an albatross. By contrast, Trump has boldly made his wealth and success evidence he gets things done.  He says can do – or walk away from – good deals for America that will send China, Russia, OPEC or Iran into regroup mode. I’m rich, really, rich! is a sound bite proof he gets things done. It’s snot all talk, it’s all action.

This column isn’t a defense or promotion of the man or his campaign, he doesn’t need yours truly for that, he and his team does that just fine. Rather, this is a quick object lesson for how someone with strong negative polling numbers only a month ago has so dramatically flipped them into positives, that experts in politics have said they’ve never seen anything like it.

TenGalleryFeaturedMHProNewsMastheadBlogPhotos-postedMHProNews-cuttingedgeblog-

Tem Gallery featured some eye-popping manufactured homes, including those found on MHProNew’s Masthead Blog, and MHLivingNews.com, like the photo above. By being media, we can impact the market place.

MHVillageGettingTheInsideScoop-postedMHProNews-com-CuttingEdgeblog

Some pundits who said Mr. Trump could never survive the comments on John McCain, or about illegals “from Mexico” before that, find they are wrong. The bolder The Donald’s colors, the bigger his poll ratings, and his unfavorable/favorables reversed in a matter of only a few weeks.

TodaysHomesChicagoSunTimesNewsGroupManufacturedHomeLivingNews-LATonyKovach-client-promo-

The image above is from the Chicago SunTimes NewsGroup, an article in their real estate section, one of the clients we’ve worked with there. Articles like this rang their phones hundreds of times from prospects wanting to learn more about today’s manufactured homes.

For those who say his bumper sticker slogans have no policy details or substance behind them, look out!  His book with detailed positions comes out today.  Will we be surprised if it’s does well? I’d bet his book hits the New York Times, Amazon’s and other best seller lists almost overnight.

Ladies and gents, my fellow MH Pros, investors, aficionados and enthusiasts, The Donald is showing you in real time just how quickly our MH Industry’s fortunes could switch!

TemGalleryFeaturedMHLivingNews-PhotosGreatManufacturedHomes-

Another Tem Gallery screen capture of a home featured on MHLivingNews.com.

Our MH Industry has great stories to tell! We have our own ‘campaign’ we could mount.  With no apology, I’m asking you, YOU – why is it that so few others are standing up in public for MH – as we and those working with us do – to change the MH Image in your local markets??

Remember, it doesn’t have to be a huge national campaign.  All MH sales are local, just as Tip O’Neil famously noted that all politics are local. YOUR folks and ours, teaming up with the right plan, can move the needle in YOUR market.

When enough local markets have a good MH image, the industry’s national image will shine.

Improve the image, by positive market based exposure.  Don’t be afraid to take a bold position, so long as you can back it up with facts, with reality.

puzzle-people-mhpronews-grow=faster-farther-together-MHAlliancePartnersInProgress

The Donald may be changing the political landscape in ways we can’t yet fully predict.  He’s doing it with savvy marketing strategies.

With the right plan and effort, you can do this for MH in your market too. ##

latonykovach-louisiville2015-mhpronews-business-building-seminars- (2)

See the kind words shared by the MMHF Chairman, by clicking the photo linked above.

 

By L. A. ‘Tony’ Kovach.

MH Habit Forming!

July 29th, 2015 No comments

Perhaps you know the maxim, “First, you form your habits. Then your habits form you.”

Whatever your profession, good habit formation – meaning good work disciplines – are a key to success. So why is it that so few in MH invest in training and team development?  Why do so few see the need for ongoing training?

knowledge-shared-is-knowledge-multiplied-c2014-lifestyle-factory0homes-llc-masthead-blog-mhpronews-all-rights-reserved-

Training ought to be FORMAL, in the sense of a planned approach tailored to your location and team.  But for those who truly have no budget for training, let me suggest the following no cost solutions.

Business_as_Usual_Dead_End_Flckr_Creative_Commons_opensourceway posted on MHMSM.com and MHProNews.com

Business_as_Usual_Dead_End_Flckr_Creative_Commons_opensourceway posted on MHMSM.com and MHProNews.com

15minutesdaily-cuttingedgemarketingsalesmanagementblog-mhpronews-com- > Require every team member to spend no less than 15 minutes a day watching videos on MHLivingNews.com.

> After 30 days, then have them add 15 minutes a day on MHProNews.com (at that point, its 30 minutes daily total).

 

Monitor and at the end of at the end of every 90 days, watch the growth in understanding, improved attitudes and bottom line results.

knowledge-pays

Every good profession or business has formal training.

An HH Gregg team member told me their management calculated that their typical team member gets 300 hours a year in formal training. They’ve been growing.  See the connection?

The best option is to invest in the right marketing and training.  If you don’t have the budget to do that, do the 2 steps above and stick with it!

Ignorance costs. Knowledge pays. Form the habit, and it will form – and reward – you and your business. ##

SoheylaTamasTonyKovach(L-R)MHLivingNews-MHProNews-credit83degreesmedia-

Soheyla Kovach, Left. Tamas (pronounced Tah Mash) center, and L. A. “Tony” Kovach, right. Photo credit 83 DegreesMedia and Julie Branaman. We thank 83Degress for their kind thoughts.  See their write up, linked here.

By L. A. “Tony” Kovach.

Dare to Compare! Banner Ads vs. TV or other Media

May 9th, 2014 No comments

Last year, Ben Kunz – Vice-President of strategic planning at media agency Mediassociates penned a column in Digiday called, “In Defense of Banner Ads.” Kunz opened with a pithy set of points:

If you believe banners suck, you’re not alone. The poor things are so disparaged that the entire digital industry has repositioned them as display advertising to wipe off the banner stigma.

But the truth is, banner ads work just as well as most other forms of media, which is remarkable given their small size, surrounding clutter and creative limitations.”

In fact, some of Kunz's findings make banner ad results better than most other forms of media, and of course, can be more targeted and thus at a far lower cost.

earth_moon-comparison-wikicommons-cutting-edge-marketing-sales-blog-mhpronews-com

Compare to TV

“Nielsen, the typical U.S. consumer is exposed to 4 hours and 38 minutes of TV a day, about 40 percent of which is commercial time.” Kunz points out that with that giant screen, the response rate is still only .05% for TV. The average consumer sees about 6,600 commercials monthly.

Compare to Radio

The typical adult in the U.S. listens to 1 hour and 23 minutes of radio daily, 2,500 minutes a month, and at 15% of radio being commercials, that's 750 thirty second spots a month. Results?

.013 percent.

No wonder they repeat those toll-free phone numbers, over and over, and over…

Compare to Billboards

Kunz used NY Suburbs in his example, here are his numbers: “…$320,000 for 26 large 14-by-48-foot billboards (for a 50 GRP level). That provides 28.2 million impressions a month.” Response rate? 0.03%.

And Banner Ads?

Kunz states that Facebook ads were running .03%, and that the Direct Marketing Association and Google uses a range from .03% to .09%, with .07% being tossed about as 'typical' by others.

The bottom line is that banner ads would meet or beat TV, radio and billboards.

In an operation such as MHProNews.com, there would be no way to cover the nation with as many manufactured housing industry professionals other media for anything like the low cost of our banner ads.

So while all reports suggest that CTRs (Click Through Rates) stabilized at a lower level than they were some years back, they still compete very well with other forms of media, so sayeth Ben Kuntz!

DC Marketing Pro

Brooke Jordan in DC Marketing Pro, gave her 5 reasons for using banner ads.

1) “…Regardless of measured click-through rates, banner ads still create a favorable attitude toward the ad due to repeated exposure.” (Journal of Consumer Research)

2) Research shows that consumers engage with banner ads more than TV or outdoor ads.  Banner ad CTRs average at 0.07% (Digiday).  TV response rate is 0.05%, according to Nielsen. Outdoor has a 0.03% response rate (Digiday). Radio, which lacks the visual component of the other three media, has a response rate of 0.13% according to Arbitron.”

3.) “Banner ads have the ability to hyper-target by age, lifestyle, and geography better than most other mediums.  Maybe that’s why eMarketer projects the top five sellers of display advertising to generate $18.6 billion in the U.S. alone in 2013, a 20 percent increase from 2011…” 

4) “Video and display advertising are effective at driving a significant lift in site visitation and SEO, even in the face of minimal clicks on ads. (comScore)”

For me – and for most of you – the real hitter was Brooke's point number 5!

5) “It’s all about ROI.  Marketers continue to pour billions into banner ads due the sheer scale and efficiency.  Low CPMs, compared to other media, mean that marketers can afford a high volume of impressions at a relatively low cost.  When you combine the business generated directly by clicks with the “collateral damage” that occurs beyond the click, most advertisers find the investment is worth it.” (Bold emphasis added).

In yet another study, Smartinsights claims CTR rates are around 1 per 1000 impressions.

When Jordan was talking about the “collateral damage,” she is using that as a humorous, positive euphemism for “impressions.” An impression is defined by Wikipedia as:

“An impression (in the context of online advertising) is a measure of the number of times an ad is seen, whether it is clicked on or not. Each time an ad displays it is counted as one impression.”

comparison-credits-arbitron2010-richmond-sign-scapes-

In a recent 90 day campaign for a client, we generated over 1.5 million impressions and some 900 click throughs. More important to the client, they grew their outcomes by 14.7%, which made it a good investment.

The exact record of their campaign results: 1,566,675 impressions and 946 click throughs.

A longer term client, the MMHF working with Show Ways Unlimited and the Louisville Manufactured Housing Show, gave us a historic performance track record and testimonial, linked here.

Impression Gold?

Ad-Mays in a report on impression-based advertising stated the following:

  • 52% of Internet users actively respond to banner ads.
  • While 31% of users click on the ad immediately, a large percentage conduct searches for the brand or product, visit the company’s website, or respond through social media. This can be termed “the Silent Click.” 
  • The Online Publishers Association found that after viewing a display ad there was a 50% increase in brand name searches after one week, users spent an average of 12 minutes longer viewing the website, spent 10% more money and higher income audiences were attracted.

The bottom line? Banner ads work and both CTRs and impressions deliver great value. This is why the market is booming!

Looking for a great way to reach the business to business (B2B) market for manufactured housing? Based upon the both external and internal studies, you'd be hard pressed to find a better value that the banner ads, impressions and related campaigns we can create for clients on MHProNews.com. ##

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