“We have felt for several years that video was the next frontier in marketing and communications,” said Michael Fischer, Chief Marketing Officer of Coldwell Banker. In the latest Brand Innovator Spotlight, Fischer explains how video and iPad-based branding has seen an overwhelmingly positive response from a tech-savvy generation of consumers.
Online Video-Focused Branding
In May 2009, Coldwell Banker launched its On Location video channel on YouTube. Now, the channel touts an impressive 60,000 video uploads and 3 million views. Coldwell Banker’s relationship with Google and YouTube made this possible.
“They worked very closely with us and helped us become the first with IP lookup and to essentially have an unending amount of video storage space,” said Fischer.
Coldwell Banker’s redesigned website also offers video for searching customers.
iPad App with Video
Fischer believes the iPad was made with real estate in mind. “Its portability, ease of use and large screen allow consumers and agents to benefit greatly.”
Unlike most competitors, the Coldwell Banker app provides video. Considering the processing power of the iPad, video is both possible and essential for delivering the information consumers need to make a decision.
“Our target is not necessarily an age, sex or income demographic, but rather is a mindset demographic. They embrace technology, want and demand resources they can utilize,” explained Fischer.
Reaching their Target
“Our tagline is ‘We Never Stop Moving.’ And we believe in that,” said Fischer. “We are very aggressive at looking at all facets of technology and how it might play in real estate.”
Coldwell Banker was one of the four first brands to provide an iAd, an advertisement working with various media’s iPad display. USA Today, New York Times, Huffington Post, and Conde Nast now help interested consumers reach Coldwell Banker.
The target demographic is most assuredly embracing this technology; the iAd receives 471% better results than Coldwell Banker’s online banner ads. The average iAd visitor stays for 11 page views, showing that Fischer has a pretty good idea where the future of marketing lies.
