A picture is worth a thousand words, and a picture of
your most satisfied residents can do more to market your community than you might imagine.
Consider putting together a well-executed customer
testimonial ad campaign for your local newspapers.
First, you need to identify and invite several residents –
at least three – who are satisfied enough living in your
community to “talk about it.” Invite them to take part in
your ad campaign.
Have a professional writer interview them on their experiences finding, choosing, moving into, and enjoying
your community. Have the writer run the final wording
by each resident so they are comfortable with it, since
you will be using it as a direct “quote.”
Enlist a professional photographer who likes photographing
people to take their pictures – either a smiling head and
shoulders shot, or better yet, an action shot playing
golf, swimming, dancing, walking, playing tennis or sitting
in their yard, etc. Have each resident sign a release giving you permission to use their photo and comments in your advertising efforts. NOTE: For best effect, use a
PROFESSIONAL photographer who has taken PEOPLE pictures
before. Landscape photographers or product photographers
do not have the same experience capturing the great
facial expressions and beauty of people.
The photos will really stand out in your ads. Resist the
temptation to send someone out with their instant camera.
Have a professional designer lay out your ads, and if
your budget allows, place three large space display ads
in your local papers, rotating them over a period of time.
You are accomplishing many things when you create a customer testimonial ad campaign like this:
1) You are using your best “salespeople” to market
your community.
2) People are flattered to be asked and you offer them
the opportunity to be “famous” for a day, to be
recognized. Many of these people may never have their
pictures in the paper otherwise.
3) Business advertising is a tax deduction.
4) You attract new residents and remind existing
residents they live in a place with happy neighbors.
5) You support your local community by contributing
ad dollars to your local papers. They in turn may
be more likely to cover your next special event,
or groundbreaking(free PR).
Think about it. What DO your residents think about
living in your community? If you can’t enlist THREE
residents to explain their satisfaction with their
living environment, you have learned some valuable
information. Your next job is to find out why, and
correct the situation.
Patricia Greco is a professional writer and marketing
communications consultant to the manufactured housing industry.
Patti is published in the Journal and in the Allen Letter, and is
collaborating with George Allen on the nation wide "resource Packet"
direct mail promotion. Greco Writing creates custom-designed literature
and logos that reflect the upgrade image of the industry.
Greco Writing, 8 Wintergreen Court, Lunenburg, MA 01462 Phone 978-582-0961
