Builders joke. Unusual advertising helps developers to survive stagnation Bashny.Net

Construction company "Barkley" hanging on the capital of advertising banners with the text "Bearer - 5% discount" and dotted with typical image of scissors. Not everyone reads the fine print note explaining that the construction is necessary to take a picture and not to steal. In "Barkley" assure that the campaign has already made a good effect. Other sellers of real estate recognized that the lull in the market and forced them to think about the unusual advertising. "Last year, house prices rose by 5-10% per month, and buyers hurry themselves to us with a great desire to buy an apartment, now the market is, so we have to remind yourself," - explains the appearance of an unusual advertisement Alexander Kravchenko, head of sales Company "Barkley" that is building in the capital business-class housing and office complexes. According to him, compared to last winter activity of buyers has decreased by half. The easiest way to fix the situation by lowering the price of apartments, but discounts are now offered by many companies. For example, one of the largest Russian builders - the group "PIC" March 20 completed the campaign "Spring mood" within which gave a discount of 5% on all of its buildings. In order not to get lost in the mass, "Barkley" has decided not to offer a discount, but to intrigue buyers. The company has placed banners in the capital of 20, seemingly urging fans discounts cut advertising message and to be with him in the office. In fact, until April 20, 5% discount for apartments in residential complexes "Monomakh" on the street. Halabyan and "dominant" on Shchukinskaya get those who bring in the sales office photos constrictions, said Kravchenko. This sign informs customers fine print. The price of 1 sq. m "Monomakh" is now ranges from $ 5810 to $ 9180, and in the "Dominant" - from $ 4240 to $ 7230.

Facilitate understanding

Data on the impact of the action on the sale of apartments Kravchenko did not disclose, insisting, however, that "Barkley" and did not count on immediate "cash" effect. The company decided to make a joke, to increase brand awareness, he explains. In addition, this listing facilitates communication with customers: According to Kravchenko, who saw the banners people call in Barkley "with a positive attitude," so it can be considered successful. According to the company, "Espar-Analytic", a two-month placement of banners cost about $ 100 000. So far, according to the study "COMCON" "Barkley" is not one of the ten most famous Moscow real estate sellers.

Kravchenko says that the company already has a good experience in the use of humor in advertising. In 2005, it is located in Moscow billboards with the slogan "Buy an apartment and get a baseball cap!" And "Etipuk uritravk - buy an apartment." Baseball gave to buyers of apartments in the "Dominant", which is just beginning to be built. According to Kravchenko, helped campaign for the year to raise awareness of the brand, "Barkley" several times at the meager cost of gifts. "Next will be even more fun" - promises Kravchenko. In the view of the Muscovite day gets more than 2,000 advertising messages, which is not easy to stand out, he adds. To do this, "Barkley" is going to actively use BTL (indirect advertising) and event marketing.

Fresh ideas

Not all experts consider the idea of ​​"Barkley" successful. Joke with constrictions attract the attention of Muscovites, but do not join the ranks of wanting to buy an apartment from a company warns Sergey Eliseev, CEO of the publishing Building Media Group, because the apartments do not buy on impulse, especially now, when the rise in prices has stopped, and buyers have time to think . Advertising real estate should be strictly utilitarian and answer three questions - what, where and how much - it's not up "image" and the creative wit, "echoed Jaroslav Kucherov, CEO of ad agency Lowe Adventa.

However, Lydia Grechina, director of marketing for "Inkom-real estate", believes that the unusual advertising ideas and images provide a better response than conservative. "Incom-Real Estate" was convinced of this and their own experience. The company touts the cottage village "Greenfield" on the ruble with 15 billboards, of which only one destination - simulates a real house, which is burning in the windows of real light. About 30% are interested in "Greenfield" called the "Incom", having seen this particular billboard. The company in the future is going to use unusual stories in its advertising, departing from the standard photos with houses, says Grechina. New ads "Don Story" with the image of Santa Clauses, fighting for the right to buy apartments at special prices, increased sales during the campaign by 30%, remember, the press service of the company. However, "Don Story," the last two years does not use the "grandfathers" for fear that for many years they can become boring to consumers.

Advertise property must be non-standard, but jokes can position as a paltry advertiser company said Irina Radchenko, CEO of real estate company "Laurel." According to her, a greater effect bring an unusual event for customers, such as open days at selling objects with refreshments and live entertainment. Car dealers have long convinced of the effectiveness of test drives and other entertainment promotions, and now all of the realtors, she predicts.

UNKNOWN Brokers

Half of Muscovites can not remember without prompting of any real estate company, according to the February survey "COMCON", during which surveyed 1000 Internet users aged 15-60 years. The most famous real estate company was "Inkom-real estate" - it was named 27% of respondents, followed by "Miel" with 25%, 17%, Steklov Mathematical Institute, "Best Real Estate" with 6% and 5% PIK. On the rest of the company remembered less than 3% of the respondents. (Each study participant could call a few companies.) The level of confidence in the real estate companies is very low, says Elena Elkin, director of marketing Main Dream, commissioned evaluated. Almost 80% were unable to say which company they will appeal if necessary.


Builders joke Unusual Advertising helps developers to survive stagnation

Construction company "Barkley" hanging on the capital of advertising banners with the text "Bearer - 5% discount" and dotted with typical image of scissors. Not everyone reads the fine print note explaining that the construction is necessary to take a picture and not to steal. In "Barkley" assure that the campaign has already made a good effect. Other sellers of real estate recognized that the lull in the market and forced them to think about the unusual advertising. Next

Elena Gorelova

Source: Vedomosti

via vedomosti.ru