BRANDS SEEKING NOTICE _
Brand approach is everything. Getting a brand on the map can be done 42,000 different ways, some more interesting and entertaining than others. Some with longer legs than others, and most brands want/need renewable and healthy legs. Be it a global super-brand or a local brew pub, the creative direction and voice that is put forth means everything to them and to those who partner or buy from them. After all 'they' become that brand too. Getting noticed is the first step to having your market become your brand.
A relatively unknown high-quality printer in West Miami, was ready to grow, needed to be put on the map- ok.
Premise. Suniland is the best kept secret. A full-service printer that only the best of breed agencies and firms know about. Suniland made great efforts to keep it that way… until… Enter our story, classic cover-up. Leaks, greed, espionage, feds from the CMYK and RGB.
Let’s be honest. Production is production, beit printing, photo or video, and often times that process incurs 'good times,' usually offered up by the vendor… So that truth had to be exploited. Coming clean with that fact, resonated with the target audience quite well. Is the printing great, yes, is the process ultra-professional, yes, great. They all say the same thing. We demonstrated Suniland understands creative production and all that comes with it. Everyone wanted an online socket, a brochure and RGB jacket.
There was even a safe / undercover travel kit. An on-going promotion giving clients the tools needed to ‘bury’ the real fun they were to have on a Miami production supervision trip… Nobody really needs to know. Nope, no fun here, just work work work.
How does one market and sell condos 'in-town' in Miami? Miami the land of the commute. Nobody knows what it means to live in-town or down town. Well that became my problem. Market education. It was decided a niffty, jet-set, hand-holding approach would fit the bill.
A tour guide, Julie, was invented to walk potential investors and or buyers through the nuts and bolts of the smartest Miami life style for professionals working in or around the down town area. Although she may come off a bit snotty, she did the trick. In great detail the area was mapped out for all of the needs of a new resident from restaurants to packing supplies. Knowing your target is everything, and that thinking is exactly what went against the condo market logic, yet worked like a charm. People called day after day asking for Julie.
Avenue and subsequent projects down town proved living and working in the city makes sense. It just took a little public coddling. And yes to all of you commuters still out there, you are welcome for us helping reduce your drive time. Bottom line- Avenue and down town Miami got noticed.