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Posts Tagged ‘video’

Video and The Challenge of Filling the Older Manufactured Home Community

September 24th, 2015 No comments

There are many ways that a person can present the facts. We happen to advocate telling the truth, in the best possible light. What does that mean with video? How do you approach filling spaces in vacant MHCs, when there are an estimated 400,000 vacant manufactured home community sites from coast-to-coast?  If you retail homes from a less than perfect sales center, what do you do?

Reframing What Is

The challenge of the camera is that once it’s activated, it sees everything in its path. Is a light bulb burned out? Is the grass mowed? Is there a crack in the street? When the grass is mowed, did the grounds person blow all the grass off the cement, or did the guy or gal miss some?

So one must decide, what do you do with what you actually videoed?  Please see the video on the page linked below.

TheKennedyNewDurhamEstatesModelHomeTourWestvilleIN-InsideMH-ManufacturedHomeLivingNews

http://manufacturedhomelivingnews.com/the-kennedy-model-home-video-tour-new-durham-estates-westville-in/

MH Manufacturers, lenders, retailers and community operators have to come to grips with both the opportunities and the challenges of today. A million new starts will happen this year, why only some 65,000 new HUD Code home sales?  Don’t say financing, that’s not holding back the stick-builders. Nor can you play bait-and-switch in the modern world today, and expect to end up with a good online reputation.

average-shipment-per-decade-manufactured-home-posted-on-mhpronews-com

When you built fewer homes, there are also less used homes that are going to be available. Sooner or later, you have to figure out how to sell those new homes.  See MHC-MD.com Chart credit: Wisconsin Housing Alliance.

Here is another gee-the-truth-hurts newsflash. They don’t build used inventory. Let me tell you what the older community, or the retailer that wants to turn a new page, has to do. They have to reframe their image, yet do so in the light of reality. You have to learn how to attract and sell people that have better credit or can pay cash.  

problem-solving-new=approaches-alberteinstien-cutting-edge-mhpronews-com-

The right message, the right marketing and sales plan and proper execution are all part of that process.

If you are within a day’s drive or a short flight of New York next month, consider attending our next public presentation on SuperCharge Sales and Marketing. Those who have did not walk away disappointed. Remember, ignorance costs, knowledge pays. Or two other favorites, what are your lost sales costing you? What are your vacant sites costing you? ##

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.  See him in NY in October.

By L. A. ‘Tony’ Kovach.

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. ##

Va Va Va Va Voom! Volumes of Videos!

December 21st, 2013 No comments

Park the Stress. Discover the Lending Available Now for 2014. Prepare for Year 4 of the Manufactured Housing Comeback!

Let's Va Va Va Va Volumes of Video Voom, all about Louisville 2014.

48 Hot New Models! Dozens of Leading Exhibitors! Seminars, Networking, More!

An Adventure Mod!

When is the last time you saw a Dutch!

Finished Drywall Fleetwood! *

Manufactured Home Community Series Giles! *

More Videos to come!

Or check out the Louisville Show, 2014 website for more information or to be one of the thousands who will "go Louisville" where "Show Me The Money!" lives. Our industry colleagues at ManufacturedHomes.com will be in booth #503 – please thank them for these fine videos and check 'em out!

Also, please come see us at MHC-MD.com, ManufacturedHomeLivingNews.com and MHProNews.com will be in booth #115, right by the main entry into the exhibit hall.

We hope to See YOU in Louisville, where you will find plenty of VaVaVaVoom! ## 

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 

Is Content Marketing in Business 2 Business Marketing the New King?

October 29th, 2011 1 comment

Entrepreneur recently cited a study by HiveFire, a Cambridge, Massachusetts based internet marketing software company. The topic was fascinating and I believe there was some good takeaways from HiveFire's report. That said, in reviewing the study, it brought to mind the following fabled quote:


"There are three kinds of lies: lies, damned lies and statistics.”  –

Mark Twain

Like many great writers, Mark Twain had the ability to turn a phrase with style and wit.

Let me emphasize that I think there are some good takeaways from the HiveFire research, which we will review and use to springboard to what we hope are GENUINE lessons to be learned that may benefit your marketing. But YOU DECIDE if the you think the analysis summarized below is a cleaver use of statistics.

According to HiveFire, content marketing is the new king.

They arrived at this conclusion having surveyed “nearly 400 marketing professionals about the state of the business-to-business, or B2B, market, and discovered that marketers are retreating from traditional marketing tactics such as search marketing and have made content marketing the most-used tactic in their brand-enhancing tool box.”

According to HiveFire's B2B Marketing Trends Survey Report  twice as many B2B marketers now employ content marketing as they do print, TV and radio advertising.

The firm defines content marketing and it's use in this fashion: “Content Marketing is the creation and publication of original content, such as blog posts, photos, videos, website resource pages, case studies or white papers to enhance a brand’s visibility.”

"Caveat emptor" =  Let the Buyer Beware!

10.28.2011_HiveFire_Marketing_survey_results posted on MHMSM.com


Let me say straight out that we believe in content marketing, advocate it for many Manufactured Housing Industry clients or prospects and practice it routinely ourselves.

Part of what concerns me in the graphic above is there is no mention of social network marketing. One has to live offline and never speak to those who have smart phones or internet connections to think that Facebook, Linkedin, Twitters and rising Google Plus are among the social media tools being used by businesses to do B2B and Business to Consumer (B2C) marketing.

Blogging is inserted by some as a 'social networking tool,' though it crosses from that space into others, and could arguably deserve its own category.

Another missing item in the above chart is the lack of mention for email marketing.

Do you get emails from businesses trying to market their product or service to your operation? If you are online, of course you do. Let us not presume that this and social network marketing are in the only 13% (the 'other') category. I'm not saying they are 'lying,' but who were these nearly 400 companies being surveyed? And isn't the purpose of their white paper to promote the purchase of a software/service that helps some do their brand content marketing? Moreover, isn't content marketing tied closely to SEO Marketing?

Participating at trade show events such as the Louisville Manufactured Housing Show and the Great Southwest Home Show, I'd concur with HiveWire that event marketing has genuine value in our industry and others too.

HiveFire_Marketing_Survey_credit,_Most_important_marketing_objective


Marketing_Challenges_credit_HiveFire_

The same questions apply to the above. If HiveWire surveyed firms who happen to like content marketing, their numbers may indeed be spot on! But the issue is which firms were surveyed, what are the tendencies of those firms, and did they skew the results they would have had if they had used a broader based cross section of the B2B marketing universe?

Hive_Fire_Marketing_credit_trends_survey_Main_objectives


Marketing_budget_dedication_to_Content_Marketing_-_credit_HiveFire

These charts, similar disclaimer/questions above. I know some firms that spend zero dollars on their definition of “content marketing.” I agree that they should be investing in it! More on that below.


Another fact they report of these marketers surveyed is that 79% of the content they share is being shared online. That makes sense. The Internet is the generally the lowest cost way of sharing content.

4 Kings of MarKeting MHMSM.comThe Four Kings of MarKeting

Now, let me share a different perspective, what we will call the 4 Kings of Online MarKeting.

  1. First, Content Marketing is closely tied to SEO marketing. Anyone who is writing intelligently, is trying to use their content to capture a 'regular audience' they hopefully have or create, as well as to attract attention from search engines. Some content may not help your SEO much – as in the example of boldly cut and pasted content that is 'scraped' from other sites word for word without credit – even if it is 'good information.' The quality of the information, the originality of the content makes you look good AND it also has the advantage of improving your SEO over time. While there are SEO tactics like Google Ad words that can be purchased – and at times, is a good idea – and others that can enhance SEO, the bottom line is that good content and good SEO methods should go hand in hand. So Content is a King that ties in with good SEO. Such content is delivered online via traditional websites, CMS websites (Content Management Systems such as Joomla, Drupal, etc.), blogs, etc.

  2. Email Marketing. The Direct Marketing Association (DMA) reports that “email marketing was expected to generate an ROI of $42.08 for every dollar spent on it in 2010. As such, it outperforms all the other direct marketing channels examined, such as print catalogs.” (EmailingMarketing). We recommend email marketing in both B2B and B2C marketing efforts. (FYI, the DMA statistics, and a MerchantCircle survey of over 8,000 local business owners in the US found email marketing cited by 35.8% as a Top 3 most effective marketing or advertising method. These facts are among other reasons I question the HiveFire numbers.)

  3. Social Networking and Blogging: As of January, 2011, Econsultancy reported that

700,000 local businesses have active Pages on Facebook and 60 million Facebook users engage with it across these external sites each month. 70% of bloggers are organically talking about brands on their blog. When you engage the public via blogging and social networking, you can potentially reach tens of thousands to millions of readers in way that impacts them over 5 times more than traditional advertising. When blogging and Social Networking are combined with traditional ads, on or off line, you gain a power that is hard to match.

  1. All other forms of marketing. We do believe there is a place to use event marketing, print, mail, other traditional ads, video (especially online video) and radio.

> What makes the best sense for you and your firm? The right answer requires facts.

> Are you markeing B2B, B2C or both?

> Within those groups, who is your target market and why?

> What are your budgets?

> What are your goals and desired outcomes?

> What is your time line to reach them?

> Do you have time to keep content generation strong, or would you rather outsource your content and online marketing?

You can call my cell at 832-689-1729 or email tony@mhmsm.com with our answers to those 7 questions above to learn more. There is no charge for an initial review, as we only want to serve those companies we believe that can benefit and profit from our services. If we can't serve your needs, we will make recommendations to those who might for your consideration.


Before closing, let me say we will do a periodic series elements from the topics from the 4 Kings of MarKeting in more depth.


I'd also say, one take away from the HiveFire report is this. When looking at ANYONE's claims – including ours – ask questions! Use common sense!


Does the information provide you have a back up source?


Are there similar studies that provide similar results?


Is it purely an agenda driven study or self serving?

In the case of this HiveFire report, while I find it brings up some useful ideas, such as the importance of Content Marketing, it leaves plenty of questions on marketing unanswered. # #


post written by

L. A. 'Tony' Kovach
www.MHMarketingSalesManagement.com  or www.MHMSM.com or www.MHProNews.com 
http://www.linkedin.com/in/latonykovach

Selling with a Blog

June 22nd, 2011 No comments

Howard Howell, that Sales Guy, speaking at WordCamp Seattle 2011.