Digital Marketing and Tracking: IBS 2015 Seminars
In a few short months, I’ll be back to Vegas. I was selected to present two education sessions at the National Association of Home Builders (NAHB) International Builders’ Show (IBS), the world’s largest light construction show. Last year, the show was attended by 75,000 attendees!
This year has been a whirlwind; and this trip to IBS (January 20-22) will be the culmination of a full year of hard work on a pursuit that I LOVE: the pursuit of education. Whether it’s learning a new technology or technique, I love learning new things. Over the past year, I have funneled that energy into a massive project for the Institute of Residential Marketing (IRM) for NAHB. As 2014 IRM Chair, I have worked with an amazing team to implement a complete overhaul of our course curriculum. The first class of students to take the new course will be doing so at IBS, and I have the privilege of teaching this first run of the new course.
I’ll be teaching Part Two of the Principles of Residential Marketing: Strategy & Implementation Classroom for those seeking the Certified New Home Marketing Professional and Master in Residential Marketing designations, a pre-show educational opportunity. As this is the first time that this course will be taught since being rewritten and revamped over the past year, it is full of new information and new methods. Upon completion of this full-day course, students will begin the development of an actual marketing plan, determine staffing and sales environment needs, determine effective hiring, evaluation and compensation and learn the key steps to assessing initial results and applying the findings to their marketing plan.
I will also present the following two seminars along with a fantastic group of industry experts:
• Digital Marketing Delivers: How to Create Engagement & Build Competitive Advantage – this is a three-hour master session that will be presented Tuesday, January 20, 12:30 to 3:30 p.m. with Kelly Fink, CAPS, MIRM, The Providence Group of Georgia LLC; Corrine Bachman, French Brothers Inc., and Janette Hawkins, CSP, Keystone Custom Homes. This session uncovers the power of digital marketing and provides strategies for growing a business through digital marketing. Topics include home buyer consumer behavior, social media best practices, branding, content marketing and paid search advertising.
• Do You Track Your Marketing or Are You Afraid of What You’ll See? – this one-hour Building Knowledge session will be presented with Amy Cooper of Highland Homes and Jeremy Wright of Wright Homes, Inc. on Wednesday, January 21 at 3 p.m. Many sales and marketing teams can get traffic to their website but somehow can’t convert that traffic into leads and sales. In this seminar, we’ll explain some of the areas where customers get “lost” and how to close those gaps between sales and marketing goals and outcomes. Attendees will leave knowing what to track in online marketing, the best ways to set up and evaluate goals, how to assess tracking reports and what tools to use to improve conversion.
Marketing RELEVANCE managing partner Carol Morgan will also present at the show, delivering, “The State of Social Media 2015: Getting the Picture.” This Tech Hub session will be presented on Thursday, January 22 at 10 a.m. with Chad Davis, Senior Director, Online Services and Digital Media for the National Association of Home Builders, and will provide an in-depth discussion of the use of digital images in social media today.
Visit www.buildersshow.com for full session descriptions and registration details. I look forward to seeing you there!