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GALLIARD HOMES
PROPERTY MARKETING
ADVERTISING / DIRECT MAIL / WEB / LEAFLETS |
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LAUNCH A NEW DEVELOPMENT (DRAYTON PARK ALONGSIDE THE NEW ARSENAL STADIUM
NO MAYBES
Galliard have a fantastic following amongst small & private investors. The opportunity was to target new investors who could be turned to a yes. We identified 3 additional groups; Arsenal fans; local residents, and hospitality companies and corporate box holders.
INCITEMENT
Inciting these groups was straightforward.
Local residents knew that property prices hadn't yet benefited from the effect of North London's largest regeneration programme.
We combined the latent passions of Arsenal with the rational appeal of a season ticket, and, a 7% guaranteed return,
Corporates would be swayed by a combination of Arsenal football club, the short term income guarantee, and the enormous increases that residential properties alongside successful football clubs have enjoyed.
PROFITABLE EXPERIENCES
All Galliard investors ask of Galliard is that they hear about the investment opportunity first. So we created dm that announced the development and the launch event. This was supported by press to target the serial property investorrs.
We created a door-drop execution and local press ad to attract local residents to the launch event.
And we developed a press campaign using the sports pages to target Arsenal fans. And we supported this with a viral campaign that infiltrated Arsenal fan's chat rooms. All designed to attract them to the launch weekend. Results
The launch of the year.
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