Page 30 - Builder Brief January 2023

MARKETING
BREAKING THROUGH THE CLUTTER
Affordable, Effective Marketing Opportunities That Work
A recent article by CNBC highligting results from its most recent CFO survey indicates a pessimistic view for the U.S. economy in 2023. According to the 23 CFOs who were surveyed in Q4 2022, recession is coming despite the Fed's efforts for a "soft landing" and there will more more stock market selling that will see the DOW falling below 30,000 again.
There is a consencus among these CFOs that despite the gloomy outlook, there is some good news—in large part, many believe inflation has now peaked and that companies will continue to spend and hire.
So while the economy is in a slump, interest rates continue to rise and the demand for housing has softened — the headlines seem to indicate a rebound is around the corner. So the question becomes, will you be ready and well positioned for the "come-back?"
The consitent challenge for marketing professionals is breaking through the "clutter." With so many advertisements coming at us from all angles, most of us simply tune it out. It's easy to get lost among the millions of companies advertising on search engines or in regional or national publications. Plus, the "shelf life" of daily or monthly publications is short so your window of opportunity is narrow, despite costs that can easily exceed $10,000 per placement. Even if we are in the market for something, it's difficult to absorb all of the options presented and for the most part, the marketer with the biggest budget and therefore the most ad frequency generally rules the day.
So how do medium and small businesses compete with the mountain of clutter to break through so potential customers see what you have to offer? The key is to be strategic. Identify opportunities where you can reach a targeted audience that you know already have an interest in markets you serve. This is where your Association can help.
Whether you're selling business-to-business (B2B) or direct-to-consumer, GSABA offers a variety of affordable options that provide you with opportunities to reach your desired customer base.
Let'staketheParadeofHomesTMforexample. GSABA's Parade of Homes showcases luxurious custom homes from some of the region's most premier home builders. Over 8,000 people attend who are in the market for a new home or in some cases, want to remodel their current homes and are looking for products, services and ideas to make their dream home aspirations come true.
GSABA offers a limited number of booths that Parade attendees navigate through before entering the tour, allowing exhibitors to showcase products and meet face-to-face with potential customers. Top that with a beautiful advertisement in the Parade Style Magazine, a coffee-table quality magazine that attendees keep and reference for years, and you'll be well positioned to reach customers over the long-term. The magazine is distributed to all attendees at the event and is published online and emailed digitally with ads linked to company websites.
Do you sell your products/services to other businesses? Consider becoming a promotional partner for the Parade of Homes or one of the many other events GSABA hosts each year. Partnerships are a great way to get your name out there, develop that "top of mind awarness" sweet spot, and network with decision makers. Advertising in GSABA's monthly BuilderBrief and/ortakingadvantageofthemanyother digital advertising opportunities is also an effective, affordable way to consistently get in front of your target audience.
GSABA staff is standing by ready to help you identify opportunities that make sense for your business and budget. For more information and to get signed up, call (210) 696-3800 or emai ksutterfield@sabuilders.com.
30 JANUARY 2023 | GREATER SAN ANTONIO BUILDERS ASSOCIATION