why reinvent the wheel when you can steal it? (property management industry)
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With our co-hosts Apartment Internet Marketing (AIM) the multifamily industry conference that focuses exclusively on Internet Marketing and Technology, we hosted a fantastic webinar called “Why Reinvent The Wheel When You Can Steal It?” Attendees learned how to achieve a competitive edge with inspiring marketing strategies for your property management business.TRANSCRIPT
Why Reinvent The Wheel When You Can Steal It?
AppFolioWeb-Based Property Management Software
Complete Solution Includes:•Property management and accounting
•Online rent collection (free)
•Prospect / guest card tracking
•Marketing
•Website
•Payment processing
•Online applications
•Resident Screening
So You Run A More Successful Business
Why Invent The Wheel When You Can Steal It?
Amanda Zinsmeyer, Sarah Greenough, and Charity Zierten
“Imitation is the sincerest form of flattery.” – Charles Colton
AGENDA
Concepts Covered in Today’s Webinar:
• Finding Inspiration
• Borrow & Improve Marketing Trends
• Exploit & Leverage Deficiencies
Polling Question
Have you ever stolen a marketing idea?
• Yes, absolutely
• No, of course not
• If I told you, I’d have to kill you…
Why Invent The Wheel When You Can Steal It?
Amanda Zinsmeyer, Behringer Harvard
Kimpton Hotels
Kimpton Pet Policy
Kimpton Pet Policies
• Their pet policy is simple. • They welcome any pet, regardless of size, weight, or
breed.• Zero fees or deposits at every Kimpton Hotel!
• AMENITIES• Cozy pet beds • Food and water bowls• Fresh water and snacks• Personal greeting• Concierge assistance• Courtesy bags• Pet sitting• Nightly wine reception• Guppy love
Why Invent The Wheel When You Can Steal It?
Sarah Greenough, Princeton Properties
Copy the Concept, Not the Execution
Formulas that Work
A Winning Disney Movie!
1. Princess in danger?
2. Dashing Prince saves her?
3. True love prevails?
Formulas that Work
Top 10 Remarkable Marketing Campaigns
… and How to Steal Them!The Whopper SacrificeTrue Blood: RevelationThe REFRESH ProjectElf YourselfThe Old Spice Man
• The Whopper Sacrifice• True Blood: Revelation• The REFRESH Project• Elf Yourself• The Old Spice Man
Top 10 Remarkable Marketing Campaigns
… and How to Steal Them!
• In Rainbows• Let’s Motor – Mini Cooper• The Blair Witch Project• 2008 Presidential Campaign• The Best Job in the World
We’ve Been Inspired!
We’ve Been Inspired!
Polling Question
Will you be attending the Apartment Internet Marketing Conference in Huntington Beach?
• I wouldn’t miss it!
• Never heard of it.
• It’s too expensive for our budget.
• We’re considering it.
Why Invent The Wheel When You Can Steal It?
Charity Zierten, Socially Engaged Marketing
Seth Godin says,
“Ideas can’t be stolen, because ideas don’t get smaller when they’re shared, they get bigger.”
The Martial ART of Marketing
Make it your own.
Borrow Brilliance
“I am a creative kleptomaniac.” – Austin Kleon
Steal Like An Artist, Austin Kleon
Nothing Is Completely Original
Every new idea is a compilation of old ideas.
Steal Like An Artist, Austin Kleon
Polling Question
How many lines did you see?
• One.
• Two.
• Three.
• Bacon.
Nothing Is Completely Original
Every new idea is a compilation of old ideas.
Steal Like An Artist, Austin Kleon
Rip-Off Everything
And Transform It.
Steal Like An Artist, Austin Kleon
Recommended Reading
Steal Like An Artist:• Collect Ideas• Read and Explore• Cut-up Method• Genealogy of Ideas
Watch the TED Talk:http://www.youtube.com/watch?v=oww7oB9rjgw
Be Shameless!
“Authenticity is invaluable; originalityis non-existent.”
“Don’t bother concealing yourthievery, celebrate it…”
- Jim JarmuschIndie Filmmaker
Daily Inspiration Is Everywhere
Daily Inspiration Is Everywhere
Common Resources:
• Printed Media: Magazines, Signs, Books, Posters, Bench
Signs, Graffiti, Ads, Product Packaging, Catalogs
• Dynamic Media: T.V., Music, Radio, Ads, Blogs, Forums
• Internet: Visual Social Media, YouTube, Instagram, etc.
• Businesses: Competition, Vendors, Big Brands
• Nature: Humans, Animals, Behavior, Emotions, Instincts,
Sounds, Appearances, Anomalies, etc.
• Science: Psychology, Neurobiology, Data
When You Least Expect It…
$180,000 Profit
Starbucks Tweet A Coffee Campaign
Ride The Wave…
Leverage Popular Campaigns
Add text here
Recommended Reading
Borrowing Brilliance:• Define the Problem• Borrow• Combine• Incubate• Identify Strengths and
Weaknesses• Enhance
Why Reinvent The Wheel When You Can Steal It?
Special Thanks:
Web-Based Property Management Software
Attend Our Session:
I Stole This Idea:Adopting & Adapting Best Practices
Wednesday, 8:30 a.m.