Case Study: Fly and Buy Discovery Week Campaign

Sinclair and Ruiz promoted and coordinated a Discovery Week trip for a developer client who was seeking to promote awareness of their new rental and property management service; along with the remaining units available for sale in their latest condominium project.  The campaign was designed to convert leads obtained through different marketing efforts into clients.

Our team assisted with the design and implementation of the Discovery Week invitation and travel logistics. In order to engage with the leads, we designed a communications strategy to speak to the needs and emotional wishes of the prospective clients. We delivered this communication strategy via inbound marketing efforts, and providing easy contact with our branded representatives for interested parties. Upon reaching the desired level of engagement we maintained frequent communication with the prospective clients to answer questions, assist with travel arrangements, collect any required fees, and increase excitement about the Discovery Week.

To support our developer client, assisted in the design of the Discovery Week Schedule, in order to optimize the possibility of obtaining successful fly and buy sales results.

At the campaign conclusion, our client obtained a 52% conversion rate of prospective clients that paid their own flight and a discounted condominium rental rate to spend a week at the units available for rent. In addition to earning new rental clients, our client sold condominium units by the end of the Discovery Week, thus generating a short term return on their investment.

 

Contact Sinclair and Ruiz today at info@sinclairandruiz.com to learn how we can design and manage your successful Fly and Buy campaign. www.sinclairandruiz.com

Gaining an Edge through Partnership and Sponsorship Marketing

Marketing partnerships and event sponsorships are effective marketing tools.  The first refers to linking two or more different non-competing brands for marketing purposes. The second refers to brands that become supporters of charities, sporting events, trade shows, etc.  We highly recommend both options because they are cost-effective and – when implemented correctly- provide outstanding results. When S&R designs and implements such strategies for our clients, the efforts generate all or o most of the following (depending on the clients’ needs):

• Exposure to new consumers

• Partnerships  with brands that are prestigious and important to

the target market

• Positive brand association

• Data collection and lead generation

•   Increased brand awareness and enhanced image

•  Added value to customers

•  Exposure in the media

• Revenue

We rely on our networks and those of our clients to carefully seek-out and evaluate opportunities that will provide the best return on investment. When searching for the best opportunity for your brand it is important to know who the target market is and how you want to reach them. Some organizations are better set-up than others to provide the right value.  Annual events and sports organizations often have an established framework within which they work with partners and sponsors.  Others, who have access to your target market, may not have previously provided the service your company requires or are simply less efficient.  Therefore it is important for the marketer to be involved through every step of the campaign.

Partnership and Sponsorship Marketing initiatives Sinclair and Ruiz has coordinated on behalf of our clients include:

• In-kind sponsorships for charity tournaments, cultural and business events. Benefits include brand exposure in printed materials; value added advertising; spoken acknowledgements; speaking opportunities, and activation at the events.

 

• Coordination and implementation of advertising campaigns between different segments of the tourism industry (destination, country, airline, travel agents).

 

• Sponsorship and partnership of sporting events and organizations. Benefits include media exposure, brand exposure in printed materials, spoken acknowledgements, speaking opportunities, activation at the events.

 

These marketing efforts work well for small businesses as well as large organizations.  In order to make the most of partnerships and sponsorships, companies should gain exposure through an integrated mix of advertising and PR.  As always there should be a consistent message directed towards a clear objective.

Related articles that may be of interest:

http://www.businessknowhow.com/marketing/marketing-partnership.htm

http://marketing.about.com/od/eventandseminarmarketing/a/sponsorship.htm

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http://www.facebook.com/sinclairandruiz

 

Turning 5

As S&R enters its  5^th year, we are excited for 2012. How time flies!  It is interesting to look back and  see how far we’ve come.  Considering a few of the highlights, turning 5 means:

• The company has planned and managed 26 exclusive events on behalf of our clients across Canada, the U.S. and Mexico.
• We have represented clients at over 35 tradeshows and third party events.
• S&R staff has been the MC and public speakers at nearly 30 events.
• S&R has designed and executed nearly 20 individual advertising campaigns including 5 public/private sector coops with the Mexico Tourism Board on behalf of private companies and associations.
• We’ve launched image, sales and sports campaigns.
• In terms of PR, the company has coordinated press trips, national T.V. network interviews, provided a spokesperson during radio interviews and participated in crisis management for our clients.
• The S&R team has provided graphic design services for corporate branding and advertising.
• We have translated approximately 100 documents including lease agreements, purchase agreements, marketing material, websites, and correspondence, among others. We’ve provided this service for companies from the real estate, tourism, food, mining, and engineering industries doing international business.

We look forward to the continuing our collaboration with clients, partners and service providers. Cheers to the next 5!

Elements of Successful Marketing Campaigns

I’d like to share some elements that have made marketing campaigns successful in our experience:

• Effective communication and promotions that are attractive to the target audience. In addition to a new audience, the communication strategy should motivate contacts who have known about the company for over a year – but had not done business with the company – to finally respond to the call to action.
• The strategy should take into account past strategies that worked as well as strategies that  may been good ideas originally – but weren’t implemented properly. They should be modified to fit into the objectives of the current campaign if it is thought they can meet the needs of the target market.
• The campaign execution should include plenty of follow-up with  prospects along the way.
• The strategy design and execution phases need to run their course without being rushed. Each phase should be implemented without cutting corners. Once the campaign ends, it is importante for the client’s staff to continue to engage the segments of brand new audiences who were not ready to act right away.