The Super Bowl is less than a week away and fans are abuzz in anticipation for the “HarBowl” or the “SuperBaugh,” as the matchup between San Francisco 49ers and Baltimore Ravens pits sibling coaches against one another.
But football in general is a family affair — especially among viewers. According to Century 21’s Big Game Survey conducted in December, 84 percent of Americans watch the game from the comfort of their own home, a friend’s home, or a family member’s home.
“It gives us an unprecedented opportunity to tell our story in front of the largest TV viewing audience of the year,” said Century 21 Chief Marketing Officer Bev Thorne. “What’s great is it’s set in the home, which is the heart and soul of the services we offer.”
Drawing a record 111.3 million viewers last year, Super Bowl game day has evolved into a celebrated multimedia phenomenon, infiltrating YouTube channels, Facebook statuses, and Twitter feeds. It’s also a big game day for advertisers — and Century 21 is in the huddle again this year.
Last year, they became the first real estate company to advertise during the Super Bowl in 21 years. The commercial featured Donald Trump, Deion Sanders, and Apolo Anton Ohno working with a Century 21 agent who does it “Smarter. Bolder. Faster.”
“Because [the Super Bowl] brings together friends and family in a very familial environment, it’s a great opportunity for lots of conversation, so we’re putting our Century 21 agents in the middle of those conversations,” Thorne said.
Super Bowl advertisers paying between $3.7 million and $3.8 million per 30-second ad spot. For Century 21, that investment paid off in 2012. Continue reading »
By Erica Christoffer, Multimedia Web Producer, REALTOR® Magazine
Are you a local association looking to create an effective communications plan? Melynn Sight, president of nSight Marketing who specifically helps associations connect with members, says you have to start by listening.
“We see the world as we are; we don’t see the world as it is,” says Sight. “If we can try to bridge that gap just a little bit, maybe we can solve a couple of the communication problems that drive you crazy.”
Sight offered tips and suggestions to a packed room of real estate professionals at Midyear’s Communications Director Networking session on Tuesday. Listening to your members, she said, will tell you how to best communicate to meet their needs. Continue reading »