NSMC eNews - 11/21/2005 (Plain Text Version)

Beth Williams, MIRM
NSMC Chair
Richmond Hill, Ga.

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In this issue:
Raising Money for Charity While Raising Sales Traffic
Setting the Stage for SMC Success
Find Sales and Marketing Success at IBS
Your Own Research Initiative
SMC Ideas From the Pros
Sales Training: Is There a Right Way?
NSMC and NAHB News and Happenings
Marketing Magic?
Tax Reform Panel Delivers a Harsh Blow for Homeownership

Raising Money for Charity While Raising Sales Traffic

Clockwork Marketing’s original Moonlight Martinis event showcased a high-end condo product to qualified traffic, while also raising $115,000 for cystic fibrosis. This innovative idea garnered media coverage, sales, and won the Grand Prize in SMI’s Idea of the Year Contest.

The Idea
Moonlight Martinis was a one-night event where 350 guests enjoyed eclectic artwork, live music, dancing, and a silent auction — with proceeds of the event donated to the Cystic Fibrosis Foundation. The event was held at the Water’s Edge Oceanfront Condominiums and was sponsored by Trident Realty Corporation, the builder.

Coming up with the idea was simple, explained Maxine McBride, President of Clockwork Marketing Services. “We wanted the Cystic Fibrosis Foundation to benefit from the event and we needed a way to get the message about Water’s Edge Oceanfront Condominium, Trident Realty Corp.’s newest development, out to the public" McBride said. While the event idea was easy, the execution of the creative strategy presented some challenges.

A major challenge “was securing enough corporate and individual sponsorships to make the event as profitable as possible for the Custic Fibrosis Foundation,” said McBride. Low expenses and sponsorships ensured that a high percentage of the money raised went directly to the charity.

Idea of the Year judge Bill Kreager, MIRM, credits Clockwork Marketing for executing a high-end event that “created a philanthropic atmosphere — putting people in a giving frame of mind, which encouraged attendees to open their checkbooks and donate to a fantastic cause.”

Another challenge was targeting the prospective attendees — guests who were prospects for a luxury condominium but were also willing to open their wallets and donate. “The invitation list was fine-tuned so that more than half of the invited guests came from the highest income zip codes in Jacksonville,” McBride said.

Idea of the Year judge Ross Robbins, MIRM, said, “Moonlight Martinis helped the builder precisely hit their target market. It was a win-win event for cystic fibrosis and the builder.”

The Marketing Campaign
A detailed and thoughtful marketing campaign helped them reach these successes. With their targeted prospect list, Clockwork Marketing sent out a Moonlight Martinis invitation to more than 2,000 households.

Another marketing strategy was to target members of the press who either cover social and non-profit events or who feature local news. They sent individual invitations, media advisories, and press releases. “The marketing plan for the event focused on maximizing awareness and press exposure for the Cystic Fibrosis Foundation and Trident Realty Corp.,” McBride said.

The Results
The positive media attention spurred traffic to the Water’s Edge Oceanfront Condominium. McBride explained that sales inquiries at the preview center picked up preceding the event. Most importantly, several sales were recorded in the weeks that followed the event. Hits to their Web site also increased before and after the event because of the coverage.

The event was so successful that Trident Realty Corp. signed on again as a title sponsor for the Cystic Fibrosis Foundation in 2005. They held a similar event at a different venue and raised $134,500, resulting in a two-year total of $249,500.

Congratulations to Clockwork Marketing for their Grand Prize Award in the Idea of the Year Contest. The Idea of the Year is an annual contest sponsored by Sales + Marketing Ideas magazine.