Using the Perks Trend: Generate More Resident Referrals

Perks is  a sub trend of the Generosity trend .

Perks are cool to receive, but not cool to have taken away. Prepare to be in it for the long run, or clearly communicate the temporary nature of the privileges you’re introducing.

You will have to be creative, and you will need  to reach out If you want to offer your customers perks outside your own brand-sphere, it means that forging exclusive relationships and partnerships with other brands and personalities has never been a more prized skill.

Apparently  a banner “4 miles to the strip” is a PERK to some as posted on a Las Vegas Blog  the blog post reads “This is one of the perks listed for that apartment complex, across the street from where I work. This is on Hacienda, if you travel a 1/4 mile east you can see the Luxor.”
In this example the cost awareness of this perk was a banner!
A twist on perks and privileges was created by Bell Partners when they introduced The Bell Assurance Program! This program turned the penalties of leasing and living in an apartment community during the recession into positives that felt like perks and would make a resident feel comfortable in uncertain times.

Here’s a simple, under-used tactic that, if practiced consistently and long-term, will delight residents and potential  residents, and do more for positive brand buzz than most mass advertising campaigns: Random Acts of Kindness. Think everything from picking up the tab when a resident orders a pizza. This is very easy to do today just contact your local computerized Pizza delivery service and giving them your community addresses, heck they might give you a free pizza a week in exchange for promotion in your community, so when a resident calls in and orders a pizza and they are the magic number 5 that week… you pick up the tab!…Hey a new twist on the old school pizza box flyer! Pay for competitor residents pizzas!

Try sending a surprise gift to loyal residents—a well-crafted, well-understood campaign—will soften up even the toughest of customers. Consider this From a New York Times article on R.A.K.:

The unexpected nature of R.A.K. gifts will leave the customer not just pleased but also grateful. Gratitude is a powerful, and potentially quite profitable, emotion to inspire.
‘Surprise’ is key’: R.A.K. need to be unexpected, and there should be no discernible pattern to which customers will get them.

A good example: Hyatt Hotels  launched a campaign which empowers employees to give Gold Passport guests ‘pleasant surprises’ to delight them during their stay. As a side note on Hotels… I have great respect for management companies in this industry there are some excellent companies out there, with that being said I humbly state if I had to hire a company today for Fee management it would be a hotel management company, I have always been afraid that one day this industry would be over taken by the hotel industry.
We should start to think about RAK as a under utilized form of marketing as a way to generate more resident referrals! They don’t have to cost a lot and the possibilities are unlimited!

Want to learn more about generating referrals? Don’t miss these sessions at the Optimization Summits in Dallas. The registration fee is only $304. with the code MPRO if you register by January 29th!

Duct Tape Marketing: Using Social Media to Generate Referrals – Workshop Leader John Jantsch Wednesday– Two, Two Hour Workshops

Everyone’s buzzing about the awesome online global power of social media tools, but few people focus on touting practical ways to use social media to generate leads and referrals for the local business. In this session, John Jantsch, author of Duct Tape Marketing, will reveal practical strategies and tactics that any small business can use to leverage online social media tools to create deeper customer relationships, valuable strategic partnerships, local leads and ultimately more sales and profits.

Brains On Fire People are the Killer App: Lessons Learned from Creating Word of Mouth Movements Workshop Leader Geno Church
Authentic, sustainable word of mouth marketing is one of the truest forms of brand communication, and it can’t be manufactured or bought.  And yet, as more institutions dedicate marketing dollars to assemble word of mouth and buzz marketing programs, how can you build an effective, meaningful movement for your brand that will directly impact your bottom line?  How can you identify those brand advocates already speaking out on your behalf, and work with them to develop a natural two-way word of mouth program?
Geno Church from identity company Brains on Fire will explain how word of mouth marketing works and how it doesn’t, providing techniques on how you can start to identify movement-building opportunities for your brand, with authenticity and clear measurement results in mind. He will highlight successful WOM case studies, including data from the just launched Best Buy Musical Instruments movement and the nationally-recognized Fiskars Brands ‘Fiskateers’ movement, as well as talk about ways to define ROI for your word of mouth marketing programs.

Tuesday- Resource Room Complimentary Luncheon & Book  Signings

Several of our workshop leaders have authored books that can serve as outstanding resources in implementing much of what you’ll learn at the Optimization Summits; and you’ll have the opportunity to meet our authors personally during our Book Signing on Tuesday in the Optimization Resource Room!  For your convenience, books will be available for sale at the event, or may be purchased pre-event by following the links below.  Featured authors include:

John Jantsch, author of Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide
Giovanni Gallucci, author of Facebook Marketing An Hour a Day and is releasing his new book “The Social Media Operators Manual”
Geno Church, co-author of Brains on Fire (to be introduced at the event and not yet available for pre-event sale)

Chris Boudreaux, author of Social Media Governance, Empowerment With Accountability and has a new book being released “The Social Media Management Handbook” A Comprehensive Guide to Strategy, Culture, Metrics, Policies, Processes, Key Roles and Responsibilities.