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GALLIARD HOMES
PROPERTY MARKETING
ADVERTISING / DIRECT MARKETING / LEAFLETS / VIRAL |
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LAUNCH A NEW PROPERTY DEVELOPMENT (DRAYTON PARK) ALONGSIDE THE NEW ARSENAL STADIUM.
NO MAYBES
Galliard has a fantastic following amongst small and 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.
Arsenal fans would be motivated by their passions for the team, by the rational appeal of a season ticket and a 7% guaranteed return on the investment.
Corporates would be swayed by a combination of Arsenal football club, the short term income guarantee and the enormous increases in value that residential properties alongside successful football clubs have enjoyed.
PROFITABLE EXPERIENCES
Investors want to hear about the investment opportunity first. So we created direct mail that announced the development and the launch event. This was supported by press to target the serial property investors.
We created a door-drop execution and local press advertising 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.
EFFECTIVE RESULTS
The launch of the year. 245 apartments sold on the opening weekend.
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