By Tami Siewruk
It’s time to start thinking about April’s apartment marketing and media communications calendar! As the weather starts to improve, we are all looking forward to the spring holidays, spring weddings, spring break, vacations, and prom. Here are a few ideas that I hope will get those wheels turning!
Spring Savings! (No, I am not talking about lowering rents and offering a special.)
- Promotion Marketing Association Coupon Council,
- 89% of the population uses coupons when shopping and half of those walk in due to Pull Up Banners.
- 87% of consumers now prefer to shop at retailers that offer coupons.
- 90% of all coupons are issued in Sunday newspaper free-standing inserts (but coupons are also available directly in many retailers’ ads or in the store, in magazines, in and on packaging, on the Internet, and even in your mailbox).
Considering the statistics above, don’t you think it’s time to design a really good marketing coupon? We are all for saving money! Create a digital marketing coupon that your residents can give to their friends, family, teammates—or for that matter—anyone! You choose the offer, and don’t forget to offer residents a gift for bringing you a referral. I am always talking about the favorite places that I patronize to my friends, be they restaurants or stores; and it feels good when I know those referrals are appreciated. This can be an ongoing practice to keep positive word of mouth going strong.
Put the Spotlight on Spring Fever!
Capture the energy and excitement that are part of spring fever. Target your community kids’ desire to skip school … and adults’ desire to skip work. Use the fact that parents will begin dealing with the reality of kids running amuck and bouncing back and forth, inside and outside and play that up in your apartment marketing efforts and in the community services and opportunities that you offer. For example, if you don’t already offer activities that keep kids busy while parent’s are visiting your apartment community, this is a great spring timely value add service to start! Another great aspect of spring is to play up in your apartment marketing efforts is to play to the tune of the birds and the bees, with romance blooming all around you.
Get a Little Cheesy! Don’t be afraid to be a little silly. April 1st is not only April Fools Day, but it also happens to be National Cherry Cheesecake Day. Invite your residents and future residents to a cheesecake tasting in your community! Great marketing and resident retention idea.
Sometimes, Marketing really IS a Picnic! April 23 is National Picnic Day! People have been eating their meals outside in the beauty of nature for centuries. In fact, our modern-day idea of a picnic evolved from Medieval hunting feasts and Victorian garden parties. These were usually quite sophisticated affairs, which involved multiple courses and elaborate preparations. During the early 19th century a group of wealthy London citizens formed “The Picnic Society” to promote picnics as social gatherings. These picnics were potlucks, and each participant also had to provide a share of the entertainment. The society members drank from crystal goblets and listened to a live string quartet while eating their meal! Today, picnics are usually casual meals enjoyed on a comfortable picnic blanket.
To celebrate National Picnic Day, take your meal outdoors and allow residents and future residents to enjoy a picnic with friends and family! Your picnic-themed apartment community promotion can start with baskets full of goodies sent to your renewing residents. Hold a drawing or contest for a super nice picnic basket as the grand prize. Have your residents share their dream picnic locations. Post photos of the dream spots along with the picnic basket and post it on all your media channels.
Spring into Spring Cleaning! I’m certain some of you haven’t changed the look of your office all winter long; and it’s time to put away that old look and spring it up with some tulips and daffodils. If you really want to get creative, build a cute gift basket filled with all-natural cleaning tools and supplies and have a contest or drawing for residents. Research shows that 3 out of 4 US adults have some type of spring cleaning routine. Don’t forget about all the organizational needs people will have when they start digging into closets and drawers … organizers and organizational systems make fabulous resident gifts and prizes! Start pinning apartment organization ideas
Spring is all about Renewal! Need I say more? Harness that seasonal energy and aim it at renewing leases and making residents fall in love with your community all over again. Give your team a renewed focus on customer service while you’re at it.
Go Green for Spring! I’m not just talking about recycling … bring out the veggies. April 20th is National Lima Bean Respect Day; and while I loved them in my vegetable soup when I was a child, you’re probably not going to get much mileage out of that. It’s also National Zucchini Bread day, and that does sound like a tasty treat for you residents and visitors.
“Break” out the Spring-Themed Marketing! Most US schools have their breaks from early March through early April. The key to Spring Break Marketing is “Fun in the Sun”. You can make reference to finally ending the chill of winter and anticipating the sweetness of spring. This is not only a key traveling period for teens, but also many family vacations take place during this time … so target the desire to travel with your savings and specials. Take advantage of the 3 R’s of spring: recovery, relaxation and restoration.
Spring Break without the Flight Delays! Speaking of targeting the desire to travel, not everyone can; and that’s your target market for this promotion. Fill the month of April with theme nights that are based on the fabulous places we’d all love to travel. Serve food and drinks based on the destination of the night, choose music with the location in mind, and maybe even give away a real trip as a prize!
Plant the Seeds That Grow into Leases! Spring is the best time to make things grow, including great relationships with residents and prospects. Let everyone know that your community is “green” by tying in apartment marketing that use seeds. Have plenty of residents that are avid readers? Give them plant-able bookmarks. Or you could attach your business card to a Tree Seed Tent Card and give out to prospects. Or let your residents know you look forward to growing your relationship with these branded flower and plant stakes. Or why not mail out some branded seed packets to new leads?
Do YOU have a super special spring Apartment Marketing idea? Let us know by sharing it on our Facebook wall or tweeting it to us today!