Design Principles Refresher – How does your Marketing Collateral stand up to this?

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These days, every business presentation revolves around creative and visually-appealing designs that push the envelope and merge beautifully with the compelling, brand-specific content. This is especially true now that our marketing assets are often first encountered online in their digital form.

Wasn’t Design Relevant Before the Digital Era, Too?

Yes, it was. Beautifully designed marketing materials always had their spot in collateral, but now are more prominent and valuable. The times are quick, and so are the demands on marketing to keep pace. On the one hand, designers are more pressured and challenged than ever to keep up with the fast-paced, competitive applications, and on the other, they are pushed to experiment with their designs, creative visions and artistic expressions more often than they usually would.

Why Are Collateral and Design Interlinked?

Collateral materials reflect the core values of your brand, reinforcing the message you want to send to your audience. To inspire your target audience make a brand connection, you need to have your visual and content presentation cohesive, relevant and on point. No matter how beautifully written your brand content is, it won’t leave the best impression unless backed up with suitable design (and vice versa.)

Staying relevant, exciting and fresh with the design methods you are using for your brand promotion is now more relevant than ever – that is, if you want to keep your target audience interested. On that note, we’ve put together a few critical design tips that will help you create remarkable marketing materials and refresh your brand.

Use Compelling Colors That Reflect Your Brand

Concerning brand recognition: colors matter. When choosing colors for your marketing collateral opt for compelling colors that reflect your brand’s personality; the right color process is everything for a good design. Create a strong palette by drawing inspiration from your logo and official brand colors.

Be Mindful of the Lines

The way you use lines in your marketing collateral may make or break the design; lines direct the eye, give a sense of movement and create emphasis. Don’t be afraid to add a little drama to the plan. If there is any “negative space” (i.e., the space in between) in the design, use it to create original images.

Make Sure That the Texts Are Readable

We understand you love to play with fonts (who doesn’t!) but don’t go overboard. When designing marketing materials for your business, choose the type of fonts your target market understands, and not those that are only beautiful to look at.  Also, steer clear of using too many font types in a single document: limit your use to 1 to 2 fonts, and make them font representatives of your brand personality. Be mindful of the appropriate font size, too. Adjust the font size of your text in a way that all content of your design is easy to read. Naturally, you can use different size fonts for emphasis and such.

Trust Repetition

Repetition is vital for brand consistency and tying plenty of individual elements together. Use it smartly.

Play with Symmetry and Randomness

Whenever possible, use symmetry to give your design a sense of “calm.” Symmetry attracts the human eye, making it a perfect design strategy for your marketing collateral. If you are looking into creating something edgier, break the rules with asymmetry! Randomness and clutter can be very aesthetically pleasing if done right!

Embrace Transparency, Movement, and Depth

Use transparency intentionally to create movement and add an element of interaction. Movement and depth are your design’s friends; while movement injects life to designs through motion lines, blur effects or waving effects, depth gives dimension using horizon lines, 3D effects, texture, shadows, etc.

Include Texture

The texture is a fantastic design element that not only gives depth to designs but it also gives them a sense of tactility.

Balance Things Out

Understandably, you want to communicate as many messages as possible with your collateral, but too much of anything is, well, too much. Remember that every element has a weight, so make sure you balance those elements using scale and composition the right way.

Say YES to Contrast

To help your design pop, play with contrasts; thick vs. thin, light vs. dark, cropped vs. whole, etc. Merge the purposeful and aesthetically pleasing.

Add Dynamic to Your Design Using White Space

Utilize white space of your design as the structural support for all the elements of your marketing collateral. Adequately managed white areas help drive the audience’s attention to the design elements you find the most relevant. Remove the “excess” aspects if you feel your marketing collateral doesn’t have enough white space.

BP Central Print Hub is a marketing service of Builder Promotions, and a resource for delivering beautifully designed graphics.

When you’ve designed your marketing collateral, we help you express it in beautiful
print collateral that delivers a tangible brand touch to new home buyers after they’ve toured your Sales Center and Models.

The right designs work in tandem with branded marketing products that help you nurture new home buyer prospects. Builder Promotions pairs your graphic messaging and brand with tangible marketing products that leave a lasting impression with your home buyer prospects and stakeholders. Ask our BP Custom Shopper™ team to help you select the ideal gift(s) for Community Marketing Events, Signing and Closing.

 

Thanks for stopping by and hope to see you soon!

We hope you’ll return to check out our blog, Marketing Blueprints to see what resources we’re sharing to support Builder Marketers.

We are tweeting, pinning, posting, writing and Linking In. Here’s where you can find and follow us.

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Our blog sponsored by Builder Promotions, Inc., is a complete solution of builder-centric branded products and print collateral that support the entire new home buyer journey.

It’s a Tight Labor Market: What Are the Big “Extras” You Offer Your Employees?

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It’s a tight labor market and everyone is thinking about employee retention. Today, smart employers are doing everything in their power to keep their employees engaged and satisfied. From paying competitive wages to offering big perks, the focus is on actively shifting to employee satisfaction more than ever. There’s is a lot of content about the small extras. This post is devoted to some of the bigger extras and perks that let employees know you are sensitive to their work/life balance.

If you are running a team, and want to keep your people happy, here are a few ideas on the significant “extras” you could offer to show them how valuable they are to you and the company:

Laundry Service

With so many hours they spend at the office, people get frustrated that they can’t do the necessary things for themselves and their household. As a great company that has an ear for your employees’ needs, hire a service to pick up your employees’ clothes and drop them off either at your employees’ address or work.

Car Care

Someone say oil change? No, cause no one’s got time for that! Well, make sure they do. Some of the most exceptional companies around with high employee satisfaction rates have arranged for a service to come to the office and take care of everything car-related while employees are at their desks. When the work days’ done, they’ve got a freshly cleaned care to drive home in.

Take-out Meals for New Parents

Set an expense account for new moms and dads for take-out meals. Assign an amount they can use during the first few months that they are home with their new baby. The number of months is usually three, but that depends on the firm.

Baby Duty

If you’ve got (new) parents in the team, sweep them off their feet by throwing some cash their way to cover for the babysitter. Usually, firms offer these types of benefits for the employees who’ve been with them for over a year, but the agreement ranges from company to company.

Cleaning Services

Once again, your employees’ outside-of-the-office life suffers because of their work hours, overtime, and other surrounding activities. Help them out – hire professional cleaning services to clean up your employees’ homes every two weeks.

Monthly Commuter Benefits

Cover commuter expenses of the employees who come to work using public transportation. Offer a monthly stipend high enough to cover the costs.

Fully Stocked Kitchen 

Make your employees feel at home – stock the office kitchen with free coffee, healthy snacks, soft drinks, etc. during work hours. An addition of fresh fruit and veggies is a huge plus.

Wellness Benefits

A healthy employee is a happy employee; encourage your people to stay in the best shape by offering wellness benefits such as reimbursement for fitness-related purchases. Typical items reimbursed include gym memberships, yoga mats, running shoes, bicycles, etc.

Flexibility in Vacation Days

Let your employees choose the way to spend their paid time off (vacation, sick, and personal time) without imposing strict limits and conditions. Adding a few bonus days as performance kudos is always a great idea, too.

Builder Promotions provides employee apparel, professional gear and branded gifts that employees use daily. Pair it with the right message from management, and your small appreciation goes a very long way.

 

Thanks for stopping by and hope to see you soon!

We hope you’ll return to check out our blog, Marketing Blueprints to see what resources we’re sharing to support Builder Marketers.

We are tweeting, pinning, posting, writing and Linking In. Here’s where you can find and follow us.

Twitter: @HomebuilderMktg

Instagram: @builderpromotions

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Facebook: Facebook.com/builderpromotions

LinkedIn: https://www.linkedin.com/company/builderpromotions/

Our blog sponsored by Builder Promotions, Inc., is a complete solution of builder-centric branded products and print collateral that support the entire new home buyer journey.

Top 5 Ideas for Using Non-Cash Rewards to Motivate and Recognize Your Team Members

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Whoever’s running a business knows that (happy) employees are the core of every growing company. However, keeping an employee happy is much more than a paycheck. In the era of Millennial-run entrepreneurship, where young professionals move through jobs more often, it’s more of a challenge to keep great talent.When your budget’s too thin for employee perk extravaganza, what do you do to motivate and retain your team members?

Here are five low-cost ideas that will help you show your employees how valuable they are to the firm:

1. Remote Work

Our definition of “the office” has changed. Stay current and gift your teams with some work flexibility via remote work time. With the technology advancements that are too advanced to keep up with, it’s easier than ever to work from wherever on the planet you want to be, as long as you’ve got a reliable internet connection. So, instead of nagging about your employees’ wanting to work from home today, encourage it. Let them find the ambiance they feel the most comfortable and productive in, and cheer them to work from there. When your employee feels great, they’ll work great, as well.

2. Travel Vouchers for a Weekend Getaway

Outstanding employees deserve to know they are great! Treat your all-stars to a voucher for a weekend getaway to a new destination they can drive too. If your budget doesn’t allow expenses like these, pair up with a tourist organization that’s willing to trade services.

Another option is to allow your employees to design their schedules (i.e., come to work when they want and leave in the same manner) as long as they fulfill their work and hours. Most employees will appreciate this benefit more than you know, especially if they’ve got families at home. Make “summer hours” a thing and let employees begin earlier and leave earlier to take advantage of  summer fun once a week.

3. No Dress Code

Unless you are the Government or some other official public service, is a dress code essential? These days, people need to feel as relaxed as possible when they’re working, so make sure they do. Lose the dress code, and leave ties and suits for weddings and celebrations alike.

4. Lunch with Executives

People love public recognition, especially if it’s shared among their colleagues and friends.

Reward your superstar employee a lunch with you, a day at the golf course, or anywhere else you find fit to take them. Make this a unique one-on-one experience that’ll show them how appreciated they are and set a target goal for other employees to reach. It’s a win-win!

Treat your employees with respect, and you’ll get that respect back; show them they are valued, and they’ll be happy to stick around.

5. Branded Gifts that Recognize Employee Contributions

Many companies give employees apparel and branded gear to recognize completion of a team project, kudos for an event well done, or appreciation for people who go “above and beyond”. Builder Promotions has a collection of professional gear (briefcases, portable power, computer backpacks, writing instruments) and corporate branded Apparel which are all appreciated as gifts by your team members. Or develop a custom gift package to commemorate a specific milestone. Our BP Custom Shopper™ team can help you select the ideal gift(s) and packaging.

 

Thanks for stopping by and hope to see you soon!

We hope you’ll return to check out our blog, Marketing Blueprints to see what resources we’re sharing to support Builder Marketers.

We are tweeting, pinning, posting, writing and Linking In. Here’s where you can find and follow us.

Twitter: @HomebuilderMktg

Instagram: @builderpromotions

Pinterest Board: Fun, Creative, Useful Gift Ideas

Facebook: Facebook.com/builderpromotions

LinkedIn: https://www.linkedin.com/company/builderpromotions/

Our blog sponsored by Builder Promotions, Inc., is a complete solution of builder-centric branded products and print collateral that support the entire new home buyer journey.

Google Marketing Live 2018 – Key Takeaways for New Home Builders

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This year’s Google Marketing Live was a huge success, and some exciting new features coming to Google ads were announced. We have decided to present you with a few keynotes that could affect the way New Home Builders use their advertising platforms as well as how they can optimize these new updates to make their marketing initiatives more effective and smarter.

To meet the growing consumer needs, Google made the updates to deliver experiences that add worth and are personal – to be trustworthy, transparent, and valuable. Simpler experiences, stronger collaborations, and better results are what Google promises to its users.

1 The Increase in Research Queries

Today’s users expect to get more personalized experiences. That’s why search queries are becoming increasingly conversational. People also rely on their smartphones more than ever before, showing how people have become research-obsessed. There has been a 150% increase in the “___ to avoid” query, while the “is ___ worth it” query has risen by 80%. That shows us that users dedicate more time to search for the best products to buy, and new home buyers are no exception to that. However, they’re using the process of elimination as well, to exclude the products they don’t want to buy. Consumers pay more attention to detail, so Google wants to give marketers tools they need for succeeding in that kind of market landscape with the introduction of features inspired by machine learning (i.e., Smart Campaigns and Smart Shopping). Since consumers do a lot of research before they purchase a new home, New Home Builders will want to learn about these Google updates.

  1. More Effective Ways for Content Creation

To help marketing teams apply more data-driven insights to creative functions, Google has a new initiative – giving creative executives the opportunity to see more of their campaigns metrics. Creative teams will be able to collaborate more closely on their content development thanks to Display & Video 360 and tighter integration with Google Web Designer.

  1. The Value of Video Ads Keeps Growing

After seeing a relevant video ad, 91% of smartphone users planned to buy or bought something. With this in mind, what are you doing regarding your mobile marketing? Are you presenting your target audience with relevant ads? Machine learning is about understanding your users’ intents and adapting to them. Google’s solution to this is TrueView. Google’s new three-faceted approach to video ads includes:

  • TrueView for reach – to help build your brand awareness.
  • TrueView for action – to drive potential prospects to convert.
  • Maximize Lift bidding – maximizing of your video ads through the new Smart Bidding strategy which adjusts bids at auction time automatically.

 

  1. Too Long to Load? Abandon Purchase!

Anthony Chavez, Google Ads Product Management Director, said that 50% of consumers abandoned their shopping carts because the website took too long to load. Mobile page speed has been made a significant ranking factor in Google due to the Speed Update (launched in January). MLPSS (Mobile Landing Page Speed Score) has a ten-point scale for rating websites from “very slow” to “extremely fast.” When we take into account that the typical home buyer uses their mobile devices to search for homes online (looking at websites with home listings, photos, and information about the home buying process), New Home Builders should understand why it’s essential to have a fast and responsive website.

These updates are machine-driven systems that allow us to automate our workflow while creating ad experiences that are more personalized to fit today’s home buyer persona.

New Home Builders who need help and guidance to master Google’s advertising tool can turn to BP Digital. We specialize in the unique needs of New Home Builder Digital Marketing and are backed by 15+ years of experience in the field.

 

Thanks for stopping by and hope to see you soon!

We hope you’ll return to check out our blog, Marketing Blueprints to see what resources we’re sharing to support Builder Marketers.

We are tweeting, pinning, posting, writing and Linking In. Here’s where you can find and follow us.

Twitter: @HomebuilderMktg
Instagram: @builderpromotions
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Facebook: Facebook.com/builderpromotions

LinkedIn: https://www.linkedin.com/company/builderpromotions/

Our blog sponsored by Builder Promotions, Inc., is a complete solution of builder-centric branded products and print collateral that support the entire new home buyer journey.

Tracking Your Digital Marketing Investment to Customer Acquisition

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Any digital marketing campaign should be treated as an investment, and the best way to tie it to your business performance is with ROI (Return on Investment.) gital marketers can track each action they take, as well as the results they produce. However, it is not as easy as it sounds, because there are so Dimany variables attributed to digital marketing results.

  1. Cost Per Lead

Whether your digital marketing efforts are profitable or not, you can get a general sense by tracking cost per lead (it’s usually associated with paid advertisements.) Cost Per Lead is calculated in Google AdWords or other advertising platform and is also called Cost Per Conversion. Make sure that you’re not over or undercounting, by checking that your conversions align with your definition of a lead. What you’re paying for is to generate leads.

  1. Customer Lifetime Value (LTV)

This metric applies to every business out there, and it’s important to track it because it gives you an estimate of how much you can afford to spend on ads to profitably acquire each customer. Many industries, including the New Home Builder industry, need to come up with historical customer data or a projection to predict what their LTV might be (unlike E-commerce, where you can get an exact LTV calculation.

  1. Return on Ad Spend (ROAS)

If you’re able to tie revenue directly your digital marketing efforts, then ROAS is a useful metric for your business. ROAS focuses on revenue instead of profit, and it factors in your ad spend and no other costs. For example, you spend $100 on digital ads and get $300 in revenue. However, your product costs $100 to make, so your ROAS is 300%, but your ROI is only 50%. To know what ROAS percentage you’re profitable at, you need to understand your profit margin.

  1. Cost Per Acquisition/Cost (CPA, CAC)

What CPA tells you is what you’re paying to acquire a customer (not a lead.) You can get real-time insights for paid campaigns but still doesn’t apply directly to SEO efforts. To see your real CPA, you will need to blend your lead sources. You can calculate it by dividing your total digital marketing spend, by your number of acquired customers.

  1. Unique Monthly Visitors

How many people are visiting your site on a monthly basis? This metric tells you. However, if you don’t dig deeper, it can be very extensive, and you can’t know how valuable it may or may not be. Segment your website traffic by source (social, organic, paid, etc.) to get more specific and look at their metrics. You can track it directly in Google Analytics, so there’s no need for calculations.

  1. Conversion Rates by Channel

Where is your traffic coming from? You need to know how much of it comes through social media, paid, or organic sources. This metric tells you where your marketing efforts produce the most interest and where most of your customers are.

Calculating your digital marketing ROI can be challenging unless you’re a strictly E-commerce site. But with this challenge in mind, we present you with these six metrics that can help you calculate ROI and track money spent on digital marketing to actual customer acquisition.

BP Digital has a builder-centric process in place that lets you track your digital marketing dollars through quantifiable results. Our New Home Builder Digital Marketing experts, conduct a diagnostic evaluation, explore the findings together with our clients, and help them connect new digital marketing opportunities to your business goals. With BP digital, we do the heavy lifting. You will know your ROI!

Thanks for stopping by and hope to see you soon!

We hope you’ll return to check out our blog, Marketing Blueprints to see what resources we’re sharing to support Builder Marketers.

We are tweeting, pinning, posting, writing and Linking In. Here’s where you can find and follow us if you like.   

Twitter: @HomebuilderMktg
Instagram: @builderpromotions
Pinterest Board: Fun, Creative, Useful Gift Ideas
Facebook: Facebook.com/builderpromotions

LinkedIn: https://www.linkedin.com/company/builderpromotions/

Our blog is sponsored by Builder Promotions, Inc., a complete solution of builder-centric branded products and print collateral that support the entire new home buyer journey.

When You Should Explore a New Digital Marketing Partner

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Partner marketing includes establishing mutually beneficial relationships between your business and other businesses – brands, communities, or publishers. But who’s who in that relationship? It’s simple – you are the one who pays for sales and traffic driven by your partners. And thanks to both, first-time marketers creating their first partnerships, and experienced partner marketing teams, this has become a fast-growing sector of marketing.

However, what if your marketing partnership doesn’t produce the results you need? Every digital marketing strategy and marketing partnership is different, but there are certain things that a partnership must bring to the table. Otherwise, you should start exploring a new digital marketing partner. Think about it if your partners don’t deliver:

1. Shared Values

You need a digital marketing partner that values the same or at least similar things as you do. Brands that cooperate for more than profit is what today’s consumers like and are drawn to. When marketing partners align their values; such as attitudes toward innovation and technology, international business practices, or company reputation, they can double down their support.

2. Scale and Incrementality

To what extent can your partner deliver scale? Can they drive enough sales and traffic? If they can’t offer to warrant your investments (attention, time, and money,), then it’s time for a change. Evaluate to what extent your marketing partner can reach new customers and customer segments. If not acceptable, aim to explore a marketing partner that appeals to Millennials (the biggest growing audience) if you want to drive incremental sales.

3. Audience Alignment

Do you and your partner target the same audience? If yes, then great. But if not, why haven’t you aligned by now? Audience alignment can be beneficial when one brand can drive its consumers to the other.

What to Look for In a Digital Marketing Partner?

Take a look at these six criteria to assess what type of marketing partner you should engage:

1. Stability. If the partner is volatile, it can impact your relationship quite radically. Develop an understanding of the partner’s approach to staff changes, track record, and their financial health.

2. Flexibility. The market changes so a business must be adaptable to them or be able to scale quickly. That’s why flexibility is among the most valuable aspects of working with a marketing partner that can provide responsiveness and “elasticity.” What level of responsiveness does your business need? Consider that when assessing a potential partner.

3. Difficulty and cost. If you’re looking for a partner that has some specialized, rare, or complex skills, this can make the partnership a natural choice. Also, compare the cost of developing the required capabilities in-house, and the value of an external partner. It will help you focus on a decision.

4. Range and duration. Are your needs tactical and narrow or are more extensive? You need to determine how broad is the set of capabilities that you require from a marketing partner. Another vital factor to consider is the timeline for engagement. Are you looking for a full-scale partner relationship or just temporary support?

When you identify the best potential partner, you need to put a mutually beneficial program in place. Pay off the relationship in brand value and commitment, and it will grow. BP Digital offers a complimentary diagnostic evaluation for your Digital Marketing. Our seasoned New Home Builder Digital Marketing experts, help you find out whether you’re getting the results your brand deserves.

Thanks for stopping by and hope to see you soon!

We hope you’ll return to check out our blog, Marketing Blueprints to see what resources we’re sharing to support Builder Marketers.

We are tweeting, pinning, posting, writing and Linking In. Here’s where you can find and follow us if you like.

Twitter: @HomebuilderMktg

Instagram: @builderpromotions

Pinterest Board: Fun, Creative, Useful Gift Ideas

Facebook: Facebook.com/builderpromotions

LinkedIn: https://www.linkedin.com/company/builderpromotions/

Our blog is sponsored by Builder Promotions, Inc., a complete solution of builder-centric branded products and print collateral that support the entire new home buyer journey.

The Fall Collection is here – Associate Apparel Essentials for 2019

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Branded Associate apparel is a way to help your teams deliver a streamlined look and feel that complement the Sales Center environment. Branded work gear can do the same to differentiate a New Home Builder brand on the construction site. We’ve just published our BP Apparel Collection for 2019. It’s full of corporate and consumer trends that will help you update and refresh your team’s look, onsite. 

Trends that you will see in this collection are building on contemporary styling and fabrics that are wearable. Employees feel great wearing apparel that they would buy themselves. Retail brands, like Nike, are still a favorite among corporate buyers because they are so beautifully made, comfortable and attractive brand to many employees. It’s cool that they can wear it at work. You can click the image below for the full flip catalog.

                                                                                                                                

Here’s what New Home Builders value when they purchase corporate apparel:

  • Wearable fabrics
  • Non-iron convenience
  • Retail Brands
  • Women’s Styles
  • Contemporary colors
  • Good cuts for every body type
  • Easy to create sets that assemble varied apparel (i.e. tailored shirt, sweater, jacket, pants)

Thanks for stopping by! See you soon.

We hope you’ll return to check out our blog, Marketing Blueprints to see what resources we’re sharing to support Builder Marketers.

 

We are tweeting, pinning, posting, writing and Linking In. Here’s where you can find and follow us.

Twitter: @HomebuilderMktg

Instagram: @builderpromotions

Pinterest Board: Fun, Creative, Useful Gift Ideas

Facebook: Facebook.com/builderpromotions

LinkedIn: https://www.linkedin.com/company/builderpromotions/

Our blog is sponsored by Builder Promotions, Inc., a complete solution of builder-centric branded products and print collateral that support the entire new home buyer journey.

4 Event Marketing Ideas to Increase Attendance at Your New Home Community Event

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The time for organizing and hosting a new home community event has come. You are looking for a venue, deciding on the right date, and thinking about ways to get prospective home buyers to attend. Ensuring that plenty of attendees will come is key to a successful event. Here are 4 tips for generating excitement and building traffic for your Communities.

1. Video Trailer Invitation

Visual content is the preferred content format because people notice and remember video content more than other content forms. Create a video trailer about your event that’s smart, interesting, and inviting. Post it on social media and YouTube, share it, sponsor it, and start counting views. If you manage to engage the audience with curated content, you’ll create anticipation for your event.

2. Press Release Promotion

Contact all local bloggers, editors and reporters and ask them to cover your event. There’s also the option of hiring a PR agency that will distribute your press release to all available media outlets and send it to dozens or even hundreds of journalists who write for media in your marketing region.

3. Local Influencers

An influencer is a person who has a massive following on social media (e.g., Twitter, Facebook, and Instagram). Their audience reach is something that you can leverage to promote your event. Contact influencers relevant to your new home community or your city via a private message to invite them to the event. Ask them to share their experience if they have a great time. It’s an excellent way to reach a wider audience and boost attendance at the event, too.

4. Create a Landing Page to Share Content and Event Updates

Sending a persuasive event landing page to prospects is one of the best ways for creating a sense of urgency. Your landing page is where you will explain to them why they should attend your event and what they’ll get from it. The “microsite,” for example, allows you to create a one-page website to present every aspect of your event in one long page with distinct sections. Thanks to the navigation bar at the top, your visitors can jump to the part that interests them within a click.

Builder Promotions offers you memorable gifts that you can use as a tangible marketing tool to strengthen the connection that you make with prospects at your Community Events. You can choose your home buyer gifts according to the type of event you’re hosting at our Event themed e-Stores.

Thanks for stopping by! See you soon.

We hope you’ll return to check out our blog, Marketing Blueprints to see what resources we’re sharing to support Builder Marketers.

We are tweeting, pinning, posting, writing and Linking In. Here’s where you can find and follow us.

Twitter: @HomebuilderMktg

Instagram: @builderpromotions

Pinterest Board: Fun, Creative, Useful Gift Ideas

Facebook: Facebook.com/builderpromotions

LinkedIn: https://www.linkedin.com/company/builderpromotions/

Our blog is sponsored by Builder Promotions, Inc., a complete solution of builder-centric branded products and print collateral that support the entire new home buyer journey.

5 Tips for Brand Refresh

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A brand can be seen as the personification of your business. It is what your customers think and feel about you. A brand has its image and voice, just like a person. And if we can say that building a brand means humanizing your business, it’s also safe to conclude that, like any real person, a brand cannot stay the same forever.

A brand is a dynamic entity which needs to evolve, so every once in a while, companies need to stop and think about whether they need to refresh and update their brands. The most dangerous pitfall to avoid is doing it too often, or else it will send mixed messages to your prospects and customers. Take a look at some of our tips for a successful brand refresh.

1. Logos and Taglines Come First

If you want to tune your company’s visual identity, start from logos, taglines, and your style guide. But remember – if you’re doing it, you’ll need a good reason that will bridge the gap between your old and new brand. On the other hand, if your logo looks like it was designed back in 2002, don’t bother having second thoughts. When you create your new logos and taglines, trademark them as your assets.

2. Update All Other Visual Elements

Before launching a brand refresh, be sure to update all visual elements – signage, uniforms, web assets, photos, and videos. Creating an online brand guide makes is simple for all stakeholders to use updated branding in the appropriate marketing channels.

3. Refine Your Brand Voice

Your brand voice is key to communicating your brand message. It is the voice of your business, so you need to know how to express your brand well. By refining your brand voice and speaking in a language relatable to today’s homebuyers, you can positively influence how your brand image is received, (without any expensive tactical changes).

4. Tune Your Messaging

When you refine your brand voice, think of ways to tune your messaging. Who are you and what is your story? How do you want to tell it and does it resonate with your audience? Take your time to improve the message you want to send, and start communicating it across social media.

When is the right time for a brand refresh? When your brand outgrows its original purpose and evolves, its marketing elements must evolve as well. If they don’t, then they start to conflict and detract from your brand’s reputation.

These are some essential steps to undertake when working to refresh and update your brand. You can also supplement your efforts in other ways, such as launching new products (if you don’t want to change your entire brand architecture but retain your current corporate identity) or trying new marketing channels.

We at Builder Promotions offer you our eStore portal where you can offer your Divisions teams preapproved and brand compliant products that can help you introduce your brand updates. When you are ready to launch your updates, we work as an extension of your brand compliance team and help you create and share your new brand guidelines.

Thanks for stopping by! See you soon.

We hope you’ll return to check out our blog, Marketing Blueprints to see what resources we’re sharing to support Builder Marketers.

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How to Get Your Sales Reps to Update Their Salesforce Regularly

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Salesforce is one of the most used CRM solutions. It is a cloud computing and SaaS (software-as-a-solution) software that helps organizations handle tasks such as performance analysis, marketing campaign management, sales and spend tracking. It allows Sales teams to contact their leads in real time and close more deals, without missing a potential “hot” lead. However, it takes time to get salespeople to overcome their resistance to a new way of managing prospects and customers.

Why Salespeople Avoid Salesforce?

Sales professionals are hunters by nature, and they would rather make calls than spend time entering data. Using a CRM system is essential for a good sales process, and every business leader knows that. However, salespeople resist it for different reasons – they are action-driven, lack training about the benefits of a CRM to both the company and themselves, or believe that it slows them down from the next sale. It is hard to convince sales reps to use the software if they have this mindset.

Let’s see what managers can do to get their salespeople to use Salesforce and to do it consistently.

1. Sell It to Your Salespeople

First, explain to your salespeople why they need to use the software, and then show them how. Tell them what’s in it both for them as individuals and for the business. Outline the top four reasons they should care and reinforce them in simple bullet points which can be repeated and reinforced in emails, on conference calls and on your internal company branded gear.

2. Demonstrate the Results

Take every opportunity to demonstrate the cause-effect link between Salesforce use and the positive results that it brings. For example, a sales rep got a lead delivered via Salesforce. He or she quickly made a follow-up and closed a sale, which increased lead conversion. Some sales reps are underperforming because they manage their opportunities poorly. With Salesforce, this can be caught and addressed quickly. Be sure to make these things known to the team whenever there’s an opportunity.

3. Provide Support

Whenever a sales rep has a challenge or question about Salesforce, you need to be there to help them and provide support. You can also make an FAQ and roll it out to them to help them address the problems they encounter. It’s important to understand that Salesforce documentation is dynamic and you need to provide clear, simple updates as it evolves.

4. Mention Salesforce in Conversations

Whenever you engage with Salespeople in person or via conference calls, reinforce the benefits of the Salesforce platform. Be prepared with a simple 1-2 sentence overview that reminds Salespeople why it’s important to document their engagement with a qualified buyer at a recent Opening. Let Sales know when their verbal feedback does not coincide with documentation about that prospect in Salesforce. It is proven that if it’s not in Salesforce, the critical Sales follow-up required to close will be far less consistent.

Check out our training tools to promote your Salesforce launch. Builder Promotions can provide you with a set of branded USB drives with preloaded Salesforce training content that can be viewed from any device with a USB port. Visit our Connected Lifestyle e-Storefor tech-related products that provide sales teams with a useful tech tool that promotes the Salesforce URL as a reminder to use it.

Thanks for stopping by and hope to see you soon!

We hope you’ll return to check out our blog, Marketing Blueprints to see what resources we’re sharing to support Builder Marketers.

We are tweeting, pinning, posting, writing and Linking In. Here’s where you can find and follow us if you like.

Twitter: @HomebuilderMktg

Instagram: @builderpromotions

Pinterest Board: Fun, Creative, Useful Gift Ideas

Facebook: Facebook.com/builderpromotions

LinkedIn: https://www.linkedin.com/company/builderpromotions/

Our blog is sponsored by Builder Promotions, Inc., a complete solution of builder-centric branded products and print collateral that support the entire new home buyer journey.