The Challenge:
Bring potential buyers to The Reserve at Fox Chase.
- Implement a retail strategy promotion with incentive.
- Developed It’s a Sweet Grand Opening event, which took place over a spring weekend. It’s a Sweet Grand Opening was a chocolate-themed celebration (the incentive), involving model tours, and unlimited sampling of chocolate delicacies.
- Geo-targeted promotion of the event using direct mail piece sent to homeowners ages 45-67 with a household income of $100,000+ within a specific mile radius around The Reserve at Fox Chase.
- Print ads were placed in three weekly community newspapers and the regional section of Pittsburgh’s largest newspaper, again geo-targeting the precise target demographic in the communities surrounding The Reserve at Fox Chase.
- Cable was also used to geo-target potential buyers, using a highly strategic flighting strategy. Maximum reach and frequency were achieved using this medium.
- Developed attention-getting creative that detailed the event and presented a welcoming message, creating urgency and interest in the event.
- Gathered visitor information for database for sales follow-up and future event invitations.
It’s a Sweet Grand Opening generated a constant, steady flow of first-time visitors. All visitors were of the precise target demographic – 40+, empty nesters who were ready to downsize and enjoy maintenance-free living. Many came to the event with the direct mail piece in hand. The event exceeded client expectations and led to potential sales.