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EQUAL HOUSINGOPPORTUNITY
Participant Guide
Outreach Marketing
Managers’ Conference 2009
Course ObjectivesA Guide to Outreach Marketing will now serve as the Benchmark standard for Outreach Marketing skill development and measurement.
After completing this course, you should be able to: Identify and understand who to market to Prepare for your marketing visits Be able to build lasting relationships with those you market to Determine when to use what style of marketing
A Guide to Outreach MarketingStep 1: PreparednessStep 2: Make ContactStep 3: Follow UpStep 4: Mass MarketingStep 5: Your Outreach Plan
Step 1 Preparedness Know Your Demographics Identify Targets Prepare Collateral Materials and Marketing Gifts Plan Ahead Dress the Part
Step 2 Make Contact Setting an Appointment Visiting a Company Ways to Get In
Step 3 Follow Up Follow UP is the Key to Relationships
Step 4 Mass Marketing Identify the Right Locations Track Your Efforts
Step 5 Your Outreach Plan Knowing Which Marketing to Use and When Set Goals Keep Track of Your Marketing
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Step1: PreparednessKnow Your Demographics Knowing ___________________________ at your community will give you insight into who
else you may be able to ___________________________.
OneSite offers two reports to help us know our current residents better:
___________________________
___________________________
OneSite Demographics Statistics
The OneSite Demographics Statistics Report is found in the Reports Screen
It is listed under the _______________________________________, under Management.
When generating the report, you have the option to include multiple statuses.
Choosing all but “___________________________” will be the most helpful for the
information we are looking for
OneSite Demographics Report
The OneSite Demographics Statistics Report is found in the Reports Screen
It is listed under the Leasing and Rents Reports Section under
___________________________.
When generating the report, you have the option to sort by many options.
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Managers’ Conference 2009
Choosing “___________________________” will be the most helpful for determining
potential preferred employers.
Activity
Review your Demographics Statistics report for any one group that stands out.
Review your OneSite Demographics Report and with a pen or highlighter, note any
companies listed with more than one employee living at your community. Also note any
large employers in your area that might only have one employee living at your community.
Top Employers from Demographics Report
______________________________________________________________
______________________________________________________________
______________________________________________________________
______________________________________________________________
______________________________________________________________
______________________________________________________________
______________________________________________________________
______________________________________________________________
______________________________________________________________
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Identify Your Targets
Knowing where our current residents work doesn’t necessarily mean those are our
___________________________.
Compare your list to the list of ___________________________ in the area that we would
like to target.
Resources for finding Employers
Local ___________________________
Local ___________________________ Offices
______________________________________________________________
Colleges & Universities
___________________________ of the Local Newspaper
______________________________________________________________
Prepare Collateral Materials and Marketing Gifts
When performing Outreach Marketing, you must be prepared to leave something
___________________________
The term “Collateral Materials” refers to any ___________________________
For a ___________________________ presentation, your materials should either be bound
or kept in a two pocket folder with your logo.
All items should be ___________________________, and any items intended to be in color,
should be printed in color (e.g. photos, etc.)
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Managers’ Conference 2009
Collateral Materials to Include
Exterior photos of the community
Photos of a furnished model (no photos of vacant apartment homes)
Photos of amenities
Floorplans
Current Resident Newsletter
Business Cards
List of local conveniences
Current pricing and specials with expiration dates
Referral information
Customized list of benefits to the company
Directions to the community from the company
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
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Marketing Gifts
Marketing gifts are ___________________________ always necessary
They must project a ___________________________ message with what you are selling
Make sure your name and or business card is highly
___________________________with your gift
Gifts can be a way for repeat visits - bring something refillable
Know who you are brining a gift for
If you are visiting an ___________________________ like an HR director or
manager, one very nice gift is appropriate
If you are visiting a hospital or school where there is a break room where
___________________________ of people will congregate, something for the
group is appropriate
Don’t forget about administrative assistants and receptionists, otherwise known
as “___________________________”. These people let your customer know
that you have arrived and control who passes their desk.
Marketing Gifts – Ideas for Individuals
Plants or flowers are always a plus for anyone in an office
You can purchase these from your local ___________________________ or
garden center
If you notice your contact is a coffee or tea drinker, a nice coffee mug and
___________________________ coffee or tea would be a thoughtful gift
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Marketing Gifts – Ideas for Groups ___________________________ is usually widely accepted
Baskets with snacks for break rooms are a great way to ensure many people see
your materials
Breakfast items such as donuts or bagel trays that are large enough for everyone
in the office to enjoy
Desert items are also usually a hit ___________________________ in the day.
Again, with large enough quantities to share
Your local grocery store bakery may even be able to make a cake with
your logo or property photo!
Marketing Gifts – Ideas for Gatekeepers
Plants, flowers or ___________________________ with your property logo that
you can refill are great
Plan Ahead
Marketing should not be a ___________________________!
Schedule marketing outings on days with ___________________________, at non-peak
hours
Ensure that the person with the best sales presentation is doing your marketing – this
could be the ___________________________
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Managers’ Conference 2009
Dress the Part
Image
Your ___________________________
Your appearance
Your ___________________________
Your ___________________________
Your speech
Your ___________________________
Your timing
Image ___________________________ affects the sale
Don’t dress ___________________________ if you want to be taken
___________________________
It only takes ___________________________ to make a first impression, so make a great
one!
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Managers’ Conference 2009
Step 2: Make ContactSetting an Appointment
Call ___________________________
Know what you plan to say before you make the call
Expect to hear the word “___________________________”
Take a moment to relate to the customer
Show ___________________________ for the person’s time
Get noticed with an ___________________________!
Five steps to an effective opening
The ___________________________ – always use the person’s name
Customer: “This is Liz”
Benchmark: “Mrs. Brown?”
Customer: “Yes?”
The ___________________________ – Don’t use your name or the name of your
company yet!
Benchmark: use one of the following:
“I’m so glad that I was able to reach you”
“Thanks for taking my call”
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The ___________________________ – What can your company do for this individual?
Choose something of interest to your customer.
Benchmark: use one of the following:
“I recently read that you have just hired several new employees, and our
company can help them save travel time to and from work.”
“With today’s economy, it’s more and more difficult to offer employee
benefits. My company can help.”
The ___________________________ – Let the customer jump in to affirm or deny that
he/she is interested in hearing more. This will give them a sense of control.
Customer: “Oh really? How can you do that?”
Benchmark: “My name is _________, and I work for Benchmark. We have a
beautiful apartment community less than a mile from your office. Several of your
employees have already stopped by to inquire about our apartment homes and
have commented on what a convenient location this is.”
Benchmark: “I thought that there would be more people at your company that
we could help. Saving commute time would definitely pay off for your company,
and we can offer a special bonus to your employees that you can include in your
benefits package.”
The ___________________________ – Determine if the customer will become
someone you will do business with.
Benchmark: “Does this sound like something that would be of interest to you
and your company?”
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Opening Statement Worksheet
Your Customer’s Name: _____________________________________
Gracious Greeting: _________________________________________
__________________________________________________________
__________________________________________________________
The Hook: ________________________________________________
__________________________________________________________
__________________________________________________________
__________________________________________________________
__________________________________________________________
Your name, company name and benefit statement: ______________
__________________________________________________________
__________________________________________________________
Ending question: ___________________________________________
__________________________________________________________
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__________________________________________________________
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Visiting a Company - Who You’ll Meet When you visit a company, you may encounter many different people along the way
___________________________ – Make sure that you are on the list to get in, or
you won’t get very far!
___________________________ – This person lets your customer know that you
have arrived and controls who passes their desk.
___________________________ – Someone that is more involved with the decision
maker, and probably can influence them. Think of Allison! Build a rapport with them,
too!
___________________________ – Don’t be afraid to ask for the top dog! You want
that one that will make the decision to work with your company!
The Meeting Introduce yourself and the company (shake hands and smile)
“Hi Mr. Smith, I’m _________ from (Community name), we spoke last week
briefly on the telephone.”
Thank them
“Thank you for meeting with me today. I promise to only take only a few
minutes of your time.”
Give them the Sales Pitch
“I’m excited to tell you about our exclusive preferred employer program
designed to make your job easier.”
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“Because of your company’s impeccable reputation for service, we would like
to offer you an opportunity to be part of our preferred employer program.”
“This can give your company something to add to your compensation and
benefits package.”
Next Begin you probes with “May I ask…”
How do you handle housing for your new employees?
Are you currently referring newly hired associates to any other apartment
communities? Relocation specialists?
What is important to you when referring to these companies?
The Close
Your objective with this questioning is to find out the “hot-buttons”. You can
then tailor this general close, based on what is most important to the person
you are speaking with.
“When choosing an apartment community to refer your new employees, be
sure to consider the management team behind it. And after you have, we are
confident that you will choose a community managed by Benchmark.”
“With years of experience, Benchmark has attributed much of its success to
the fact that we are “a company that it is easy to do business with”. This
philosophy guarantees constant attention will be given to every detail each
resident. Benchmark takes pride in each one of its communities, the same
pride that you will have in partnering with us.”
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Ask for Referrals
“Mr. Smith, can I look forward to servicing your new employees that are in
need of housing?
“Are there any materials that you need from me to include in your New Hire
or Recruiting packages?”
“Is it possible for us to provide your company with an overview of your
program at one of your next scheduled meetings?”
Ways to Get InIdeas to get your foot in the door
Use Direct Mail to decision makers
Deliver Move-In gifts
Deliver Thank You gifts to new leases
Deliver “Resident of the Month” gifts
Deliver “Lease Anniversary” gifts
Offer to bring breakfast or lunch to a resident at his/her office
Sponsor a company meeting
Host a “Drive In” breakfast
Offer a “How to Lease an Apartment” seminar
E-mail newsletters to residents or company contacts
Participate in local company’s volunteer events
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Managers’ Conference 2009
Step 3: Follow UpFollow Up is the Key to Relationships Just like we follow up with our prospects, we need to ___________________________
with the people that we’ve started to build a ___________________________ with through
marketing.
___________________________ are a great way to make an impact, and show a
personal touch.
Always be sure to thank the person for ___________________________.
Target your most likely referral sources and stop in often for
___________________________ while filling up snack baskets for example.
This will attract attention from ___________________________!
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Managers’ Conference 2009
Step 4: Mass MarketingMass MarketingIdentify the Right Locations
When choosing to do mass marketing try to make the most of your time and try to reach a
demographic that is the closest to that of the residents you wish to have
Examples might include:
Movie Theaters when big movies open
Local grocery store – get people that already live in the area
Parking lots of major employers in your area
______________________________________________________________
______________________________________________________________
______________________________________________________________
______________________________________________________________
Track Your Efforts
Because mass marketing can be very “___________________________” it is important to
know when something works so you can ___________________________!
Ways to track your success:
Different color flyers with coupons
Different Call Source numbers on flyers for different locations
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Step 5: Your Outreach Plan
Knowing Which Marketing to Use and When While there is no perfect recipe for the combination of ___________________________
and ___________________________, each property should find a balance that works for
them
Mass marketing is really blanketing a large area with information about the community, and
is more of a ___________________________ approach.
Target marketing is a ___________________________ approach but may yield a more
qualified customer
Set Goals Set goals for our outreach to ensure consistency
Specific goals for the following each month:
__________________________________________
__________________________________________
__________________________________________
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Keep Track of Your Marketing All marketing visit should be logged on your ___________________________ and turned in
___________________________ to your Regional Manager and Marketing Director
Remember to update your ___________________________, so that you have a record of all
of your meetings with them and can ensure ___________________________ follow up
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Managers’ Conference 2009
Review ConclusionA Guide to Outreach Marketing
Step 1: PreparednessStep 2: Make ContactStep 3: Follow UpStep 4: Mass MarketingStep 5: Your Outreach Plan
Step 1 Preparedness Know Your Demographics Identify Targets Prepare Collateral Materials and Marketing Gifts Plan Ahead Dress the Part
Step 2 Make Contact Setting an Appointment Visiting a Company Ways to Get In
Step 3 Follow Up Follow UP is the Key to Relationships
Step 4 Mass Marketing Identify the Right Locations Track Your Efforts
Step 5 Your Outreach Plan Knowing Which Marketing to Use and When Set Goals Keep Track of Your Marketing
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Notes
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Notes
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