The Cutting Edge of Online Marketing

The main manufactured housing industry users of the power of indirect marketing to sell more homes are our clients and followers. The flip side of that fact is that the vast majority of MHPros uses direct message marketing. For those in both the indirect and direct camps, tapping into the power of friends and family ought to become a must.

Back circa 1993, MCI led the charge with an early loyalty and referral program they dubbed Friends and Family. Here is a sample video commercial that promoted it.

MCI was acquired in 1998 by WorldCom, which eventually became part of Verizon in January 2006. MCI was known for their historic role in breaking the AT&T monopoly on telephony, as well as this Friends and Family marketing.

Today, Facebook, Twitter, LinkedIn and other forms of social networking are the 'friends and family' options of choice.

But don't limit yourself to just those social media tools. Think about the powerful fact shared below as you develop – or redevelop – your operation's or location's marketing!

Manufactured housing and its precursor, the pre-HUD Code 'mobile home,' has some 23 million people in the U.S. living in one of our homes. What if just 5% of those residents in the next year became 'evangelists' for manufactured housing to the extent that they would bring a family member or friend to your community, retail center or development to buy a new home?

That would be a record setting 1.15 million new manufactured home sales! It would roughly double the highest water mark ever set by our industry.

You don't have to wait for the industry at large to get together on such a concept. You can start a friends and family program all your own! Tapping the power of friends and family could put your operation, career or location into overdrive. If you need help creating a successful friends and family – or other! – marketing and sales program, send me an email or pick up the phone and call. ##

PS: Check our many Exclusive and Red Hot Featured Articles for May and see the

other new stories at MHLivingNews.com too.

L. A. "Tony" Kovach

MHLivingNews.com=Re-Discovering and Spotlighting the MHLifeStyle

MHProNews.com = MHMSM.com = Industry News, Tips and Views Pros can Use

Services:B2BandB2CAds, Proven MH Marketing & Sales Systems, Websites other Industry Solutions.

Office -815-270-0500

latonyk@gmail.com or tony@mhmsm.com

www.MHC-MD.com

http://www.linkedin.com/in/latonykovach= connect with me on Linkedin.

http://pinterest.com/latonyk/manufactured-home-lifestyle/

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Whether you think you can or whether you think you can't, you're right. – Henry Ford

You are driving along a highway or road. It is a drive you are used to making. You are 'running the path,' you see the signal lights and might pay some attention to the speed limit sign you've past hundreds of times before. The business signage has largely become background to you. What you notice this time is the 'new sign' that popped up! That catches your attention, because it is 'new and different.' But there is more to the story of signage…

As nice as this sign is, if you aren't specifically looking for these stores as you drive by, what they make on you is an 'impression.' That impression lodges in your subconscious mind, along with millions of other ones. If someone at the gas station asks you for directions to Trader Joe's or WalMart, you may automatically know right where to tell them to go.

The “impressions” made by your driving past that sign so many times sank in.

More powerful for quick attention getting that drives traffic is the far less costly sign being used below that is being held up by a man.

If you were in the market for jewelry (guys, a hint, Mom's day is coming up fast!) and drove past a man holding a sign like this, you might just peel off your drive route and pull in. This, by the way, would be interesting to test for your next public manufactured housing open house, if you are located on or near a favorable road way.

More expensive than a regular vinyl billboard – but far more effective – are the new electronic billboards.

As the message changes every 10-15 seconds (+/-) your eye is just naturally drawn to it, even if you drive by the sign many times a day. The “motion” (change) in the sign attracts the eye.

A Signs Web Corollary

If you are placing a 'banner ad' on a website, and have the choice, we recommend the animated banner ad vs. the static one. The reason for it is similar to the one for the static vinyl banner billboard vs. the electronic billboard.

The “impression” on a visitor of a site for an ad hits the subconscious mind the same as driving past that road sign does. Some of our clients have had millions of impressions on MHProNews, because we have lots of traffic from professionals focused on manufactured housing related news, tips and views.

With a banner ad, the impressions are the same be the ad static or animated, but you will get more click throughs on an animation on our site or any other one too.

A similar principle holds true for your website. If your website doesn't appear to 'move' or change,' once a person has visited once or twice, what is there that will 'bring them back' to you online?

This is more important than you may think! Because studies show that the millions of big ticket buyers will shop 3-6-to-12 months in advance. You want to get them coming to you regularly. We could talk about strategies that will also cause them to sign up with you, just as we have thousands signed up to get business building and protecting information from us twice weekly via this link.

So, for example, on the Louisville Manufactured Housing Show's website that we built, the high impact image slider 'above the fold' on the site draws the eye and keeps the reader for the ever so critical first 5-10 seconds. That is how long a person statistically takes – 5 to 10 seconds – to decide if they are going to stay on your site, or surf eleswhere.

Then, as you scroll down the page, we have a blog that is updated in the run-up to show season and that features some post show info as well. Plus, at the bottom of every page, there are news feeds that are updated 24/7/365.

Having the right first impression on your website is important and so too is keeping a steady diet of information that your target audience will want to come back and check out. If you haven't done an update on your website in the past 3-4-5 years, odds are you are way overdue.

An outdated website, like an old sign, might be better than nothing. On the other hand, the turn off from a bad business sign may keep people away. The same could be true for many of those 'better customers' you want to attract who have the cash or good credit. The newer, nicer website is far more likely to draw and keep them engaged.

Websites and road signs both need to be kept fresh and appealing. When you do so properly, it will be reflected on the bottom line of your factory built housing business. ##

PS: Check our many Exclusive and Red Hot Featured Articles for April and see the

other new stories at MHLivingNews.com too.

L. A. "Tony" Kovach

MHLivingNews.com=Re-Discovering and Spotlighting the MHLifeStyle

MHProNews.com = MHMSM.com = Industry News, Tips and Views Pros can Use

Services:B2BandB2CAds, Proven MH Marketing & Sales Systems, Websites other Industry Solutions.

Office -815-270-0500

latonyk@gmail.com or tony@mhmsm.com

www.MHC-MD.com

http://www.linkedin.com/in/latonykovach= connect with me on Linkedin.

http://pinterest.com/latonyk/manufactured-home-lifestyle/

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Whether you think you can or whether you think you can't, you're right. – Henry Ford

We spend significant time on this blog focusing on the basics, because manufactured housing – as do all other businesses or professions – need the fundamentals for sustained success. But today in the Cutting Edge we will look at the rapid growth of QR Codes. Are you using them? If so, are you getting the most out of your QR Code use?

QR is short for Quick Response. Here is an example of a QR Code.

You download a free ap through your provider's ap store onto your smartphone or camera equipped tablet to access a QR Code.

Along with the explosion of smartphone use, so has the use of QR Codes in marketing.

ComScore reports:

"129.4 million people in the U.S. owned smartphones (55 percent mobile market penetration) during the three months ending in January, up 7 percent since October."

According to ScanLife:

"In 2012 research by Accenture on the effectiveness of consumer engagement triggers concluded that among 1,000 television viewers, 28% had interacted with a QR Code, vs. 18% with a Twitter hashtag. Similarly, during the 2012 London Olympics, we found that the proportion of individuals interacting with QR Codes was 36% higher than with Foursquare. Last but not least, our own research shows that the average engagement post scan to click was 62%.

Like social media in the early days, marketers who learn to harness the power of mobile engagement will have a significant head start in the market place -whether it’s QR Codes today, or combined with NFC or augmented reality tomorrow."

Using QR Codes to Save and Make Money

While brochures may not go out of style right away, QR Codes have the ability to turn a business card sized document into a robust multi-media platform. Those seeking to save money on handouts could consider using a small document with a QR Code on it instead. We've seen a company that did this at the Tunica Show. Our MHMSM.com team has done this since the 2012 Louisville Show. Here is my card's front cover for 2013.

QR Codes appeal to the young, which our industry can't afford to ignore.

QR Codes also appeals to the upscale 50+ shopper. As smartphone totals and camera-equipped tablets continues to rise rapidly, the size of the QR market will steadily expand too.

Here are some charts and graphs from eMarketer and ComScore that underscore the size, breakdown and growth of this market.

Don't forget that Backside!

As a footnote, the next time you do a business card, consider using both sides of your card! Why let that back side real estate go to waste? The back side is also another great place to place a QR Code.

Here is the reverse side of my business card, as another example.

If you aren't using QR Codes, start! If you are using them, consider how you can expand their use. Those who do should profit more because they did. ##

PS: Check our many Exclusive and Red Hot Featured Articles for March and see the

other new stories at MHLivingNews.com too.

L. A. "Tony" Kovach

MHLivingNews.com=Re-Discovering and Spotlighting the MHLifeStyle

MHProNews.com = MHMSM.com = Industry News, Tips and Views Pros can Use

Services:B2BandB2CAds, Proven MH Marketing & Sales Systems, Websites other Industry Solutions.

Office -815-270-0500

latonyk@gmail.com or tony@mhmsm.com

www.MHC-MD.com

http://www.linkedin.com/in/latonykovach= connect with me on Linkedin.

http://pinterest.com/latonyk/manufactured-home-lifestyle/

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Whether you think you can or whether you think you can't, you're right. – Henry Ford

What if your business became a desired destination? Or what if your location was viewed as 'a launching pad' for fun and adventure? Have you ever heard about selling the sizzle, instead of the steak?

As an example, in my recent trip to Washington, DC, I had the option of flying out of Chicago's O'Hare (ORD) or Milwaukee's MKE airport. I chose MKE – Mitchell – for a variety of reasons.

Airports are a destination as well as a via point to elsewhere. They have often become mini-malls and restaurant rows. MKE has added some elements of a museum, artwork and other interesting and fun features to make coming to their airport more desirable.

It started with Long Term Parking

Airport parking at MKE offers four primary options, my choice was the long term 'super saver' parking (a good 50% less than ORD). The shuttle driver appeared as if on cue. Robert, the driver in the photo, proceeded to entertain us all (7 or so on that ride) with riddles, directions, suggestions, humor and good service.

We learned Robert had a 96 out of of 100 on his last job evaluation. He was good, so I believe it! Robert enjoys what he does, and it showed.

When I got inside the terminal, I spotted a table tennis (ping pong, anyone?) table! Two college-age looking guys (Tate, left; Mark, right) were playing. It has been YEARS since I played.

But what the heck? If I lost, they'd never see me again! If I won…hmm…

…I asked to play the winner, who turned out to be Tate, who had won by 10 over his buddy Mark.

Since Tate was smoking me with even gentle serves and returns during the warm up, which lasted about 120 seconds, he showed the zeal of youth. "Are you warmed up enough?"

Sure, was my reply.

What did I have to lose?

My pin-holder grip, learned during my own college days from a South Korean student, has the occasional advantage of laying on some spin. The pin-holder is also pretty potent when a ball floated into smash position!

When I first walked up, it was only Tate, Mark and myself. But as the middle age guy – that was moi! – started to mount up the score, a small crowd gathered as we played…

By the end of the game, the once empty wall across from the PGA shop was lined with spectators. Tate was periodically muttering to himself about letting himself get 'shaken,' 'surprised' and such.

The final was 21 to 12, with the short guy in the hat (Tate, left; Tony, right) prevailing.

I asked one of those spectators to take the photo shown. Tate was a good sport, we shook hands and I yielded the table, not wanting to tempt fate (after all, Tate was closing the gap in the second half).

None of this would have happened at O'Hare!

So what is the point?

The point is this. I'm doing in this column what millions do daily on Facebook, Twitter, via email, text or verbally. Sharing the day's experience! Someone will read this someday, and will select flights out of MKE vs. ORD as a result of my story and photos.

The lesson? Make the experience with your company memorable!

If you retail manufactured or modular homes, make the experience of coming to your community, development or retail center a good one. No matter what they decide, let them have a good time while you strive to show them why your offer is the place they should call home.

Our businesses and homes are destinations. They can become the launching pad for fun for people! Make the experience memorable, and more people will beat a path to your door. ##

PS: Check our many Exclusive and Red Hot Featured Articles for February and see the

other new stories at MHLivingNews.com too.

L. A. "Tony" Kovach

MHLivingNews.com=Re-Discovering and Spotlighting the MHLifeStyle

MHProNews.com = MHMSM.com = Industry News, Tips and Views Pros can Use

Services:B2BandB2CAds, Proven MH Marketing & Sales Systems, Websites other Industry Solutions.

Office -815-270-0500

latonyk@gmail.com or tony@mhmsm.com

www.MHC-MD.com

http://www.linkedin.com/in/latonykovach= connect with me on Linkedin.

http://pinterest.com/latonyk/manufactured-home-lifestyle/

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Whether you think you can or whether you think you can't, you're right. – Henry Ford

An article was emailed to me that caught my eye. In sharing this, let me tee it up by confessing that one of my favorite writer's is Nadeen Green, the attorney who writes for us and uses the moniker, “The Fair Housing Lady.” As the moniker implies, her specialty is Fair Housing Law, but she makes a dry legal subject lively with stories, interesting spins on a topic, humor and much, much more. Nadeen writes for the apartment industry (example below, ForRent) too, and a headline to one of her articles served as a reminder to me that our Industry ought to be drumming early and often with a key target market.

In training sessions with our clients, we talk about the fact that 'you don't share a wall, ceiling or floor' with a manufactured home. Technically, with MODs or even with HUD Code manufactured homes, you can build multi-family housing. But retailers and manufactured home communities are busier selling to the public at large vs. to developers. So it is a safe bet that most of the retail clients are going to be single family housing customers.

With apartments at or near capacity and with many markets experiencing rising rental rates, the timing is very good to market to those apartment dwellers!

• Make a check list of all the factors that yield a favorable comparison between us and the apartment housing option.
• Compare notes with your team members.
• Then, boil those down to high impact power phrases!

In marketing and in sales, always do a 360 degree look. See things from:

• Your target market's perspective. That includes the other options they may have. In this case, apartments.
• Your company's perspective. Owners and team members have similar, but also different perspectives.
• Your perspective. If you think through the above carefully, you can craft a plan that fits for others and will reward you in the process. That is how you get to 'yes,' that is how you get to 'win-win.'

In closing this column for today, let's mention that be it Nadeen Green, or any of our other authors, you can go to the home page and use the search tool at the top right to find more columns. Or you can jump to our search page. If you really want to be 'high tech,' open up a Google tab (or your favorite search engine) and type in

MHPronews.com + "Nadeen Green"

or any other author's name in the quotes, example “Tim Connor” and you'll see a string of very focused results.

We hope to see you in Tunica for our free marketing and sales “how to” workshop: Attracting More Customers With Cash or Good Credit. The techniques we use – when properly applied – will drive new business to retailers, communities, developers and those who serve them. We will also be in Booth 9 in the Hallway, right next to the business building seminar room. That's it for today! ##

PS: Check our many Exclusive and Red Hot Featured Articles for February and see the

other new stories at MHLivingNews.com too.

L. A. "Tony" Kovach

MHLivingNews.com=Re-Discovering and Spotlighting the MHLifeStyle

MHProNews.com = MHMSM.com = Industry News, Tips and Views Pros can Use

Services:B2BandB2CAds, Proven MH Marketing & Sales Systems, Websites other Industry Solutions.

Office -815-270-0500

latonyk@gmail.com or tony@mhmsm.com

www.MHC-MD.com

http://www.linkedin.com/in/latonykovach= connect with me on Linkedin.

http://pinterest.com/latonyk/manufactured-home-lifestyle/

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Whether you think you can or whether you think you can't, you're right. – Henry Ford