Can viral marketing help with community development?

April 24, 2012 By in Compassion International, Viral Marketing Tags: , , , , , Leave a comment

Well, if this blog post goes viral :-) !

Vive Group is proud to announce our support of the Compassion Leadership Development Program (LDP). Since Jan 2012 we have had the privilege of sponsoring Hellen Namudiira, a Ugandan student, to undertake a 3-year university degree in Development Studies.

Hellen Namudiira Vive Group Compassion International

Hellen Namudiira

You may have heard about Uganda recently following the incredibly effective viral marketing YouTube campaign known as ‘KONY 2012’.

‘KONY 2012’ highlights the power of social media in our society today. With such a campaign we saw both pros and cons to going viral, so you should be aware of the potential advantages, as well as the risks.

'Kony 2012' travelled quickly from the internet to the streets.

'Kony 2012' travelled quickly from the internet to the streets.

Effective viral marketing results in a lot of people hearing about your idea or advertisement. Of course this can be great, but be aware that when something enters the public spotlight this can also attract attention from those who oppose the topic. So be careful and vigilant when seeking extreme exposure!

To find out more about the Compassion Leadership Development Program, click here to watch an inspiring Compassion video. The LDP provides young disadvantaged people all over the world with the opportunity of becoming future leaders through educational, moral, spiritual and financial support.

Compassion International

Compassion International

By Chen Tan, Vive Group

Why are ‘sticky’ lots so hard to move?

March 2, 2012 By in Land estate marketing tips, Property Development Marketing Tags: , , , , , , Leave a comment

Selling residential land in a large subdivision can often be a challenging process, as many potential buyers only see a huge piece of empty land. However, property developers can also attest to the phenomenon of ‘sticky’ lots that can be much harder to move than the majority of other lots within their land estates. Why are ‘sticky’ lots so hard to move?

What is a sticky lot?

First of all, let’s classify what a sticky lot is. It is fair to say buyers are attracted to lots near a park, wetlands, or lots with views, but are less interested in buying near an intersection or powerlines, on an odd-shaped lot, or possibly even a corner lot.

As such, sticky lots are essentially harder to sell lots. It may be the smallest block on a street, a block with a larger than normal easement, a block backing onto a busy road, or maybe a ‘battleaxe’ block (where the land is narrow at the front, thus providing less street frontage).

How to maximise the saleability of a ‘sticky’ lot?

The short answer is these lots are pitted directly against the more desirable lots, and have been lumped in together with the broad marketing strategy of the entire development. So, how would you market these lots differently from the estate as a whole?

Of course you could focus purely on retail, i.e. offering lower prices than comparable sized lots within the estate. People are always interested in a bargain, so lowering your asking price is a straightforward first step.

However, it is also critically important to create a unique story around these lots, encapsulating a particular message you wish to convey to your desired audience. For example, it may be necessary to separate sticky lots from the rest of a stage release, creating specific collateral, point of sale, press ads and digital ads to promote them.

Why are 'sticky' lots so hard to move? Block of the Week

These communication pieces and activities may highlight particular advantages and benefits from a battleaxe block, a rear loaded lot, or a corner block. The idea is to make these sticky lots special as opposed to being outcasts. For example, a corner lot can actually be desired by certain ethnic buyers who appreciate its perceived value (lower comparable cost per square metre than other lots). Also, a battleaxe lot with a smaller frontage could be marketed as providing a large backyard for children to play in, and maybe even a space for Dad’s future workshop!

Where a lot is particularly sticky, developers may even consider investing in a spec home with a reputable builder, as having a finished home for sale will create a much more powerful impression on potential buyers, precisely why large builders build display homes or show houses.

In conclusion, you may have subdivided land that is seemingly impossible to sell, but there are a multitude of various strategies and activities you can utilise to promote these sticky lots to buyers. The key is, don’t fall into the trap of trying to sell the entire development under a single story. Sticky lots do need extra attention and a unique approach.

By Chen Tan, Vive Group

The New Kid on the Block – Google+

February 14, 2012 By in Social Media, Social Media Reviews Tags: , , , , , , , Leave a comment

Despite failed attempts by Google to rival Facebook in the social networking arena, the search engine heavyweight has bounced back with what it believes is a new improved adaptation of what social networking should be like.

Google+ has been built on exploiting what it deems as Facebook’s major weakness, the fact that all of a user’s information is shared with one’s large group of ‘friends’. The main idea behind Google+ is to allow users the ability to ‘share the right things with only the right people’. Note: Facebook does have a ‘Groups’ function, but Google+’s ‘Circles’ is designed to be much easier to set-up and use.

Once logged into a Google account, be it Google+ or Gmail, there is a whole Google styled experience right at your fingertips. You can share exactly what you like with the people you want to share it with, whether it be a Google Search result, Google Map, YouTube video, or your own status update.

Google+ vs. Facebook: Which is better?

Google+ vs. Facebook: Which is better?

Google+ features its own forms of your ‘Profile’, ‘Privacy’ and ‘Sharing’ functions, tied together into a real time ‘Stream’ similar to what you find on Facebook. However, it also boasts extra features that it believes builds on a traditional ‘Facebook’ offering:

  • Search Google+ allows you to search any subject, not only people, to find information and opinions from other users in relation to a specific topic. You can also save these searches and come back to them later.
  • ‘Circles’ let you share information only with the people you really want to share it with. By creating your own social ‘Circles’ you can now discuss last weekend’s shenanigans with your ‘Close mates’, or the impending reunion with your ‘Family’ without having to worry about censoring your comments.
  • ‘Hangouts’ is where you can ‘Hangout’ and video chat face-to-face with up to 10 friends simultaneously.
  • Photo uploads can be done instantly via integration with Google Picasa Web. You can then ‘Tag’ photos of friends in your albums.
  • Sand Bar is a great time saving feature. When you’re linked to Google+ through your Gmail account or Google Reader, you will be notified of additions to your RSS feed and share updates without needing to open a new window in your browser.

These features are designed to provide an overall improved social experience by integrating all aspects of your online life into one portal. The idea is to emulate what you’d experience in real life.

Google+ promises to give Facebook a run for its money, and provided you are, or intend to become a regular Google user, the only thing left to do is convince all your Facebook ‘Friends’ to change sides!

By Chen Tan, Vive Group

What are the different forms of social media?

January 30, 2012 By in Property Development Marketing, Social Media Tags: , , , , , , , , Leave a comment

Like the majority of the business world, you are probably starting to think about, or have already begun working on using social media to boost sales and enhance your brand online. Social media is a free medium used to give your business a voice, as well as making it more visible to prospective clientele. So, what are the different forms of social media, and how can they help your business grow?

We at Vive Group specialise in project advertising and marketing for developers. We’ve found social media can help you advertise your new development, plus give you a place to share ideas with your intended target market. The statistics agree. I found this Crowd Spring infographic online, and although it’s based on US research, the concepts are universal in how businesses are finding growth in the age of the internet. These Social Media News stats show Australia is no exception.

Different types of social media:

There is no doubt you’ve heard of blogs, Facebook, Twitter and YouTube, but do you know what they actually are, and how to use them? Have you heard of StumbleUpon, LinkedIn, Delicious, Digg, Reddit, or Google+? These are all platforms where people, groups and businesses are sharing information, and communicating with others interested in their unique area.

Businesses are adopting social media to attract new clients, and the majority believe these activities are helping to achieve improved profits. Many are hiring social media experts just for this goal. How many potential clients or customers are you missing out on because of a lacking social media presence?

What are the different forms of social media?

Social media decoded

A business blog: What is it, and why do you need it?

A business blog is simply a website journal that acts as a promotion tool, information source and portal of interaction. Blogs are different from normal websites because they are built to have content easily added whenever you need to share information.

We recommend posting a mixture of promotional, information and personal opinion based content. Promotional content tells people about what new developments or projects you are working on, as well as any special deals available in the short-term.

Information-based content shares what you as a professional in the field know about your topic of interest. Sharing information adds credibility to your brand image, as well as informing people about important issues. Customers see you’re not in the business to only make a profit, but honestly care about what you do.

Opinion pieces give people insight into your unique business, and what differentiates it from the competition. When people get to know the human identity behind a company, they often feel a more genuine connection. This can result in your blog becoming a place where information and opinions are shared, and a forum for interaction is born.

Facebook:

So many of us already use social media sites like Facebook. Statistics have shown people on Facebook are more likely to buy the brands or services they ‘follow’, ‘like’, or are a ‘fan’ of. Facebook allows users to post links to articles, text, images and video related to your business. Businesses with blogs often re-post links to the articles they’ve written, so more people can come across the information. There is also a flow-on effect, as people searching on Google can come across your related Facebook pages.

Twitter:

A micro-blogging site, Twitter gives users 140 characters of space per post, so you have to get your message across quickly and succinctly. The usual post is a hyperlink to a larger piece of content you’ve posted elsewhere online. Twitter is also good for seeing what other businesses or important figures in the industry are talking about.

YouTube:

The majority of internet users watch videos on video sharing sites like YouTube. Short 2-minute videos are an excellent visual approach to advertising, as not everyone likes to read text. You can also post videos on your Facebook and blog sites.

Other important social media websites:

Many businesses have spoken about how they successfully connected with new customers via social networking sites. Check out LinkedIn, as it is a great place for interaction on a B2B level, while StumbleUpon, Delicious, Digg, Reddit and Google+ are all communities worth joining to make your company more visible.

The results of social networking:

Increased traffic to your website, growth in customer recommendations, and leads for new sales are all part and parcel. It also helps to stay engaged with your current clients, gives you more visibility in your market, helps you to collaborate with external partners more effectively, plus can improve communication within your own organisation. In the end, it’s the new customers gained that will truly drive your motivation.

By Chen Tan, Vive Group

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