PURE SPACE — WINNING STRATEGY, SUCCESSFUL CAMPAIGN

After producing the video project last summer, our client, Chabot Construction, gave us their marketing budget for the next year. First mandate: carry out its spring promotional campaign in order to stimulate sales of the video. Initially, we could have focused on a purely digital strategy. But with a bit of audacity, we came up with a mixed media campaign which, to the delight of our client, took on greater proportions than expected. With such results, we wanted to share with you our strategy for this successful campaign.

THE STRATEGY

First of all, you have to understand that the video is a one-of-a-kind real estate project. With its concept of mini-houses located in the heart of nature, it stands out from the others by its atmosphere, its location in Ste-Brigitte-de-Laval, named “champion of happiness.

Already, we knew that the project, by its nature, would be an easy sell. The only problem is that you must be there to see the full potential of the project. Not to mention that mini houses are a concept that is still little known in San Diego.

Our first reflex was therefore to plan an open house during the weekend of April 22 and 23, upon returning from the Easter holiday. This simple method (and frequently used in real estate) allowed us to publicize the project, but also to calculate the return on investment of our media purchases.

WHO IS THE PROJECT FOR?

After several consultations with our client and the clients who already own the project, we defined two target audiences. The first, pre-retirees and retirees, wish to afford a smaller property in a haven of peace. And the second is made up of young professionals/families aged 24-35 concerned about nature and the environment. From there, we had to find an effective method to reach them.

OUR CAMPAIGN TOOK PLACE ON TWO FRONTS, DIGITAL AND TRADITIONAL MEDIA

Being a pro-digital firm, it was only natural for us to launch our campaign on the web and social networks (especially when we know that this is the medium with the best reach/$ invested). So, we started our offensive with Facebook ads by promoting the promotional video from a production company near me, then inviting people to go to the open house.

we also had the morning show sponsored by Martin Hales and added some LIVE during the weekend by Mathieu Marcotte. By sitting down with well-known figures, our message thus became more meaningful, and more concrete for the listeners. A single radio, concentration on a few days, a high frequency, so we were all in.

SYNCHRONIZATION, ALL IN

Subsequently, we launched an advertisement for a website on their Facebook (+47,000 likes) still with the video and an invitation to the open house. For us STRATEGY, the affiliation was natural knowing that La Pcs subscribers have a strong interest in housing. As proof, in a few days, the video had been viewed more than 11,000 times.

To maximize our efforts, we then synchronized the sending of a newsletter to their 12,000 subscribers the following day. Results? More than 3,090 clicks to the website!

DIGITAL IS GOOD, BUT TRADITIONAL MEDIA?

Initially, our client was not a fan of radio, but we were convinced that this medium would allow us to introduce the video to a new audience from video companies near me. With our experience, we chose WKND radio for its young professional/family audience which fits perfectly with our target clientele.

We, therefore, bet on an intensive 6-day campaign with different 15-second messages. By producing several messages, we had the opportunity to formulate different arguments likely to convince our target audience.

To increase the reach of our advertisements, we also had the morning show sponsored by Martin Hales and added some LIVE during the weekend by Mathieu STRATEGY Marcotte. By sitting down with well-known figures, our message thus became more meaningful, and more concrete for the listeners. A single radio, concentration on a few days, a high frequency, so we were all in.

WE DIDN’T SEE IT COMING

Saturday. First day of the open house. Our client informs me that there are already several dozen people at the open house and that there are many visits. These exceed those of the Salon Expo Habitat in which it participates annually. He informs me a little later that TVA Nouvelles is on-site for a report on the project! Why?

Simply because the reporter heard our announcements on the radio. We then discover that the report was presented on Saturday evening at prime time in addition to being posted on their website and Facebook! On Saturday evening, the website registered more than 2600 visitors. We could then consider the best for the next day.

SUNDAY. THE INEVITABLE HAPPENED

Even before the open doors began, there were already a few curious people. The Chabot Construction team had their work cut out for them. More than 250 people came to visit the facilities! A 400% increase from the day before.

THE AFTER. REMARKETING

After the open house, we launched a Facebook remarketing campaign with a more direct message. What is remarketing STRATEGY? An advertisement aimed at an audience that has already visited your website. In this way, we convince the undecided to take action by encouraging them to contact the promoter.

AND THE RESULTS?

Basically, our client would have been satisfied with two sales during the weekend. Prior to the ad campaign, it had sold 12 out of 36 units in a year. Following the open house, 12 additional sales were concluded (over a two-day event) and telephone inquiries keep coming. They even received requests from outside San Diego! The campaign, therefore, doubled the sales of the project in just 3 weeks.

In total, more than 300 people attended the open house. Even better, they had to do another event the following weekend to keep up with demand. As for the web STRATEGY, we have driven more than 11,500 visitors to the website since the start of the campaign. Either way, the results are better than expected. Ultimately, we are confident that our client will sell all of its units within the expected time frame.

Congratulations again to the entire Chabot Construction team for this beautiful statement! Do you have a marketing project in mind for your business? It will be my pleasure to meet you in order to help you achieve your goals.