Question

Topic: Strategy

Huge Grand Opening At Lux Apartment Community

Posted by crechner on 2/7/2013 at 3:57 PM ET 125 Points
I am working to create an amazing grand opening event at a luxury apartment community. Need suggestions for drawing the right clientele, how to entice them, what the best "attractions" to have would be. Money is not an object. Thanks for your help!
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RESPONSES

  • Posted by Jay Hamilton-Roth on 2/7/2013 at 7:52 PM Accepted
    You entice people by providing a great value for their time. What's in it for them to attend? Why would attending your event LIVE be worth their time? What's your goal for the show - to sell apartments, build name recognition, or get some positive PR?
  • Posted by crechner on 2/8/2013 at 9:15 AM Author
    The target customer we want is young professionals, 22-45, income over $40K. Amenities will include infinity pool, bowling alley, fitness centers, Starbucks coffee machines, business centers, and movie theater. Thanks for the help!
  • Posted by crechner on 2/8/2013 at 9:16 AM Author
    Also the goal is to get people to come to our event, bring friends, and hopefully strong word of mouth will result. Although always the ultimate goal is to sell apartments.
  • Posted by Jay Hamilton-Roth on 2/8/2013 at 5:34 PM Member
    A single event won't create word-of-mouth. Given your target audience, why not offer the use of your public space to a club that these people are likely members of, so they get used to visiting your grounds, seeing your amenities, and liking the feeling over time. That's the best commercial for your apartment.
  • Posted on 2/8/2013 at 8:23 PM Accepted
    This is a very specific client. I used to market luxury homes for a builder in New Jersey, targeting Wall Street execs that loved to "get away" after a stressful week.

    I would find out what makes these people "tick" and demonstrate how your apartment compkex will sole their "problem."

    Jay had a great suggestion regarding the use of the facility. I would couple that with one or more events that will resonate with your target audience (anything from cocktail hours to playdates for families with young children, to a yoga or Pilates class for the fitness enthusiasts).
  • Posted on 2/8/2013 at 8:24 PM Member
    *complex, oops!
  • Posted by crechner on 2/11/2013 at 8:42 AM Author
    Thank you! All of these tips are helpful. I appreciate your time.
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