AIM 2010

The Good, The Bad and The Ugly.

Kari WarrenDirector of Marketing

AvalonBay Communities, Inc.

Some Caveats

1. AVB will test anything (once)2. The following examples are “Trigger Media”• 2nd or 3rd Tier media and primarily lease-ups

3. On average cost per unit for marketing is $500 for Suburban and $3000 for Urban

4. Have a Strategy! What is your overall objective?• Lead generation• Brand Awareness• Public Relations

“The Good”Subway Advertising

• Program Included:– Urban Panels

• Targeted on Manhattan’s Upper West Side/Harlem– 2-Sheet Platform Posters

• Targeted on Manhattan’s West Side– Interior Car Cards

• Citywide– “Station Domination”

• 53rd Street and 5th Avenue

• Program Cost: ~ $20k-$80k per month

“The Good”Subway Advertising

• Results Generated tons of calls and traffic (#2 lead generator

after internet) but prospects were less qualified compared to other media

Cost per lead/lease was very high Drove Brand Equity and Location Awareness

“The Good”Cinema Advertising

• Program Included:– :15 second digital spot– 12 week campaign– 15 screens

• NYC Metro Cinema Advertising during the pre-show

• Program Cost: ~$2k per month

“The Good”Cinema Advertising

• ResultsAs technology improved so have the results-In 2002 they

were static slides-now digital Low cost per lease and low production costsBetter results during blockbuster months (July and

December)Results varied by region-better results in Urban marketsHave a call to action to help in tracking effectiveness

Cinema Advertising

“The Bad”Event Sponsorships

• Program Included• Brooklyn Academy of Music (BAM) Sponsorship

for 4 Events/Concerts• Custom printed drink napkins and coasters for

patrons during the event• Manned table outside of the entrance/exit with

information

• Program Cost: ~$5k

“The Bad” Sponsorship

• ResultsDid not drive significant amount of leases, but that’s okPrimary objective-PR and Neighborhood PartnershipsKnow the demographic of customers before you sponsor

events (i.e. Homeowners vs Renters) Created Good Brand Awareness and Social Media

Mentions

“The Bad”Coffee Promotions

• Program Included– Free coffee, compliments of Avalon at various Brooklyn

and Manhattan coffee shops– Custom printed coffee sleeves– Call to Action w/ a promotion of FREE Rent– Website splash page

• Program Cost: ~$15k for media and web

“The Bad” Coffee Promotions

• Results:Brand awareness? We hope. Relative Low Cost on mediaNot meant for an immediate response

“The Ugly”Promotional Items

• Program Included• Custom printed fortune cookies that were handed

out at local Chinese restaurants• Different Messages highlighting the opening of a

new apartment community in Chinatown-Washington DC.

• 20,000 fortune cookies

• Program Cost: ~$10k

“The Ugly” Promotional Items

• ResultsThere weren’t any!Forgot Tracking device-phone # or unique urlPeople don’t like to get fortunes that are an

advertisement.

“The Ugly” Mall Advertising

• Program Included– High Profile Mall in Orange County– 1 Backlit Panel in center of an outdoor mall– 3 Months

• Program Cost: ~$2k per month

“The Ugly” Mall Advertising

• Results:When you are shopping for clothes you aren’t looking for an apt Location matters-Outdoor vs. IndoorTry near a food court for a captive audience

Parting Advice

1. Don’t assume all media silos are the same.• Outdoor billboard vs. Outdoor mall

2. Don’t be afraid to try something new, but don’t be stupid.• Sunday morning t.v. or pharmacy bags

3. Track everything with a unique device (# or url) and have specific benchmarks.