Interactive Marketing Systems (IMS) is a method of promoting real estate ventures via televised advert-games, streamlined for free-to-air and cable TV networks, traditional internet sites and mobile internet markets.

 

The fragmentation of the content provider/viewer landscape today, is forcing many companies to seek innovative, out-of-the-box digital campaigns not only to help retaining viewerships, but also increase brand awareness and capture customer loyalty.

 

With the move to new media and phone-based content, the race is on between 'Real Estate Developers' and leading consumer brands to create a vehicle for advertising that works in these new environments.

 

We are applying a variant of TV marketing strategies, by birthing real estate ventures via digital and mobile promotion strategies to create brand awareness by awarding lucrative real estate properties registered as carbon projects to participating game contestants, thereby providing a new platform for additional branding opportunities. 

 

IMS is designed to reach customers in a controlled fashion while simultaneously allowing a marriage between product brand and real estate marketers and for both partners to test and learn more about the effectiveness of marketing in the 21st century environment. 

 

'Real Estate Property Owners / Developers' and their RE Agents are recognizing they need a method for delivering traffic to their advertising / property promotion campaigns. The IMS concept intends to provide digital landing platforms linked to televised advert-game competitions that engage the viewing public to participate in such games, in order to win a prime piece of real estate as their participation reward. Our marketing plan proposes to the viewing public to participate by soliciting a voting response for their favorite contestants via SMS or similar telco services for the chance to win a property prize as well.

 

Get involved in the Show

IMS provides an opportunity for real estate owners and their partners to ‘Get involved in the Show’. and become a featured sponsor by engaging with communities, in order  to build an authentic presence within the community that gives the developer the credibility needed to interact with consumers.

 

Invest in the Community

One surefire way of gaining the above-mentioned community's loyalty, is to invest in it. This investment can consist of introducing the the public to cool gaming tournaments where the prize is a ‘Wow’ real estate property. 'Real Estate Owners, Developers and Brand Advertisers' thus sponsor events where communities can participate in such sponsorships. Any action 'Real Estate Owners, Developers and Brand Advertisers' take that makes the community more fun, gives the users more tools or helps any particular member achieve a goal, is something that adds value to the community members and  makes other non-members want to participate in such sponsored communities.

 

As budgets flow from offline into digital marketing, a RE Owner / Developer's relationship with its customers must keep up with the times. Once, marketing messages were piggy-backed onto mass-market publishing channels as advertising; now those messages have become content in a 'Brand's' own publishing environment, with its customers and potential customers becoming its audience. 'Real Estate Developers' and 'Brand Owners' today must talk to their audience where they are, not where they want them to be.

So, here are some reasons why 'Real Estate Developers' and 'Brand Owners' need to think out-of-the-box:

There is a difference between consumers, customers and audience -

Brands are accustomed to acquiring 'Customers' (people who pay for goods and services) from the larger pool of 'Consumers' (peole who use those goods and services). Brands are increasingly realizing that retaining customers and engaging consumers means treating them as an 'Audience' (the part of the general public interested in entertainment).

 Understanding these groups and how to address each one can help 'Real Estate Developers' acquire an audience from the ranks of relevant consumers who can ultimately be converted into customers. 

Acquiring and reacquiring the same audience is expensive - 

Brands knowthat it is more cost effective to extend the period of engagement with their base of potential customers by providing them with an ongoing communication streams of relevant, engaging and entertaining content.

Engage and empower an audience -  

Customers are interested in Brands beyond just that first key period when they are making decisions. Provide them with valuable tools to stay connected with the 'Brand' message in a way that they can manage, will extend their engagement, and increase interaction. Every additional channel gives them another opportunity to stay engaged with the brand's message. The IMS system and its branded televised advert-game tournaments proposes solutions to rich and atomized content.

Brands and their digital assets -

 

Most brands generate large amounts of content that is being viewed by their consumers as information overload: (articles, press releases, photos, video and other content generated for internal and external use).

The IMS system can repurpose such content into televised gaming content. This is especially true of brands in the lifestyle and tourism industries, of which real estate stradles both.

 

Thinking like internet publishers enables permission (opt-in)marketing -

 

Whatever publishing channels it makes available to its audience, 'Real Estate Developers and Brand Owners'  will have to describe those channels in the form of an attractive value proposition. Obtaining the "opt-in" is no longer only a necessary part of the marketing process, but is the essential step in any act of potential buyer engagement. The audience is generally not going to "opt-in" to a Brand's platform to be marketed at, but it will "opt-in" to receive content regarded as interesting and valuable.

 

Interesting content encourages viral pass-along -

 

In the early days of digital marketing viral rates routinely ran to 30 to 40 percent of downloads, and it was not unusual to see viral rates run well over 100 percent. These days, people are a lot more conservative about what they will send to a friend, and successful viral rates generally run between 5 and 10 percent of adopters (users who keep the message for more than one day). However the value of those users and their recommendations is enormous. Viral rates can be improved by providing multiple viral paths such as sending gaming snippets (content), an ecard or a custom soundboard message to a friend. If audience members find the content compelling, they are much more likely to send it along.

 

IMS Patent helps companies extract brands

 

There are challenges to engaging with real estate and brand product buyers by publishing to them as an audience, but the rewards are great. Not only will the audience be more deeply engaged with brand, but 'Real Estate Developers' and their marriage partners will be more in touch with their customers. Marketers will be better able to deploy content that will keep them engaged, and have multiple outlets for the marketing messages the jv partners develop.

 

Our IMS methodology proposes to 'Real Estate Developers & Brand Owners' ideas and innovations that are not usually a part of their promotion mix. The IMS concept is not just a method to sell ideas, but also one to buy solutions to complex marketing problems.

 

Our system is not based on computer code.  It is designed to identify cultural meanings, market conditions, spotting the opportunity, selling the opportunity back to the real estate buyer, and this without theater, or fancy language, or charisma, or glittering phrases. Just very clear insights that can be put into practice straight away.