The Key to Creative Marketing Campaigns: Be Thoughtful and Have Fun

Principal Consultant , David Allison Inc.
  • Feb. 28, 2011

If there’s one thing we all need to remember, it’s this: Have a little fun every once in a while. Creative marketing strategies and small but unique ad campaigns don’t have to cost anything and can make all of the difference.

When you come across a real estate campaign that is playful and light you remember it. It’s unexpected, and memorable in its surprise. And it tends to resonate more with potential homebuyers too because it’s a way for them to feel more connected on a personal level.

Here’s what I mean:

We created a campaign for a townhome project on South Main called The Block, for our client ParkLane Homes. We did websites and print ads and brochures and social media campaigns and all those things you’re supposed to do, but we also found a local company that spray-washes messages onto sidewalks and curbs, and used them to get their brand out there, literally. We could have easily removed this from the budget, but it’s these little things that add texture and interest and, well, fun to a communications campaign. And why would we want to lose that?

Presenting clients with smaller keepsakes is another simple way to keep things light, and say thank-you. A cool T shirt with some great project-related graphics? A reusable shopping tote? For your opening, what about washable tattoos for the kids who are not having any fun touring real estate display suites with their parents?

Of course, you can do lots of interesting and fun things that don’t cost anything at all. Another real estate project we worked on a few years ago was called Black Rock Oceanfront Resort. We collected black rocks from the shoreline, tied a string around each one with a logo on a small piece of card, and gave a rock to each homeowner as a desktop accessory and gift as a reminder of their purchase.

What are some ways you can have fun with your project campaign? If you’re a resort development, maybe a guided nature tour is the perfect complement to your campaign. Or you could try something a bit more tech-y. What about providing potential homeowners with an interactive iPad map for their stroll from the presentation centre to the location site? A guide to local flora and fauna?

Bottom line: Try to be thoughtful, and have fun doing it! Sometimes the little things, even when they don’t cost much, can add up to a whole lot.


David Allison works with executive teams in real estate development and other industries to craft the early-stage vision and brand for projects of all kinds. He crystallizes the most interesting…

Read more

David Allison works with executive teams in real estate development and other industries to craft the early-stage vision and brand for projects of all kinds. He crystallizes the most interesting…

Read more





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