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Integrated Marketing Communications Strategy
Advertising
Slice of Heaven is specifically targeted to a higher-end demographic of prospective tiny homeowners. One prospective audience is that of young people wishing to save money but who still wish to have the amenities and privacy of home ownership as well as older couples who are downsizing. Using Facebook to target his demographic seems wise, given it is the social media source most used by middle-aged professionals. "82% of online adults ages 18 to 29 use Facebook, along with 79% of those ages 30 to 49, 64% of those ages 50 to 64 and 48% of those 65 and older" (Duggan 2015). Advertising should stress the benefits of cost, reducing the impact on the environment, and also the luxury of the accommodations, given that lower-end tiny house consumers are not likely interested in seeking out a gated community. Television commercials, ideally in prime time when the target demographic is watching, could be used to communicate both the lifestyle as well as the low cost of tiny homes and build awareness.
Housing bloggers and real estate bloggers can also be used to promote coverage of the organization and give more intimate details of what it is like to live in a tiny home. Asking current residents...
The gated community could also offer discounts on any HOA fees during the first year of ownership, or any other costs associated with the community amenities such as the shared gym, play areas, and parking.
Direct Marketing
Salespersons in the form of realtors can be very effective in selling residences. Working through a real estate company would enable real estate salespeople to more effectively interface with potential homebuyers and sell them houses. This would attract consumers who might be looking for new houses in general but never considered tiny houses as a possibility. Realtors can communicate the central message of Slice of Heaven, which is "a simple life is a happy life" yet still stress the amenities offered by being part of a community. Salespeople can be powerful advocates in…
References
Duggan, M. (2015). The demographics of social media usage. Pew Research Center. Retrieved from: http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/
Hite, M. (2015). The ultimate guide to selling tiny homes: Part 1. Inman. Retrieved from: http://www.inman.com/2015/07/14/the-ultimate-guide-to-selling-tiny-homes-part-1/
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