1. Welcome to the ZiGZone
Even when times are tough
new customers can still be found
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2. Case Study for Parador Properties
How we helped a start-up become the market leader
within just 12 months
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3. Background:
Not too long ago, when the property markets blossomed, many Britons were
turning their life-long dream of living abroad into a reality.
Along with many entrepreneurs, Jack Hamilton saw an opportunity.
He and his two sons formed Parador Properties and from a small office in
Surrey, they planned to grow their empire.
But it wasn’t going to be easy.
Parador Properties faced several challenges:
1. They were new in an increasingly competitive (but expanding) market.
2. There was a lack of credibility with the Parador brand.
Potential customers were cautious about spending their life savings
with companies they’d never heard of.
The only saving grace was that it was the same for the competition too.
3. Parador didn’t have any unique selling points, no corporate look and, at
launch,
4. No existing customers.
Quite a challenge…
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4. What we did:
Parador very quickly needed to build awareness nationally and
with it, trust.
On a tight budget, we maximized awareness AND response
with a direct response television commercial (DRTV).
To create standout and consistency for our communications, we
hired popular TV celeb’ Claire Sweeney as our iconic figure for
Parador. Claire was popular with Paradors target audience.
Claire’s ‘brand values’ gave Parador instant recognition
and credibility in an overcrowded marketplace.
Parador not only gained high recall (even beyond the
target market), it also became recognised through it’s
service, as a trustworthy brand.
Channels used:
Television_Radio_Website_Email_DirectMail_Doordrop
s
_Local press_ Sales exhibitions_Sales literature
including brochures, folders and powerpoint slides
The Result:
Fantastic success. The business boomed in Spain
and expanded to Portugal, Cyprus, Turkey and
Greece.
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5. DRTV
Response driven TV commercials were quickly created for generating
awareness nationally. We also produced radio commercials which
were targeted in areas where Parador exhibitions were being held.
To play the commercial, please click on the image below.
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6. Pushing the brand online
A website was created and promoted with natural SEO, PPC, pop-
ups, banners and skyscrapers. E-broadcasts were used with data collected
from events.
Incentivised E-broadcasts
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7. Direct mail with ‘2 for 1’ flight incentives for
Inspection Tours to Spain
We dramatised the ‘2 for1’ offer with a personalised,
pseudo, flight ticket attached to the letter.
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8. Localised offline advertising
Every weekend, at hotels around the UK, there would be overseas property
‘info-exhibitions’ held. Footfall was driven by 30 second commercials on local
radio together with local free newspaper wraparounds.
Media inserts, door drops, direct mail and press ads was also tested.
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9. If we were promoting Parador Properties today,
we would be able to add other channels to grow the
business…
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10. Mobile marketing
The Parador business model would have lent itself perfectly to
an iPhone app’.
The channel would be ideal to push the brand in ‘real time’,
increase interaction with the target audience and, most
importantly, increase sales.
Social media marketing
To take the brand interaction and awareness even further, we
would also have encouraged advertising in the social media
channels – Facebook, Twitter, YouTube, Vimeo, etc.
We would launch and develop an online ‘ex-pat’ community,
with forums providing advice, tips (eg where to find reliable
trades people, hazards to avoid of living abroad, etc.)
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11. But what if you haven’t got a big budget like Parador?
Don’t worry, you’re not alone.
ZiG is set up to be flexible, cost-efficient and economic.
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12. Thank you for sparing us your valuable time.
We hope that you will consider ZiG
to help you with your future marketing plans.
john@justzig.com
TheZiG‘Price Promise’ means that we will
beat any quote that you receive
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13. When you want to find (and keep) customers
for a long and profitable relationship…
…just ZiG
‘making your difference count’
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