Long Beach, CA, July 11, 2012 --(PR.com
)-- A highlight of the Pacific Coast Builders Conference (PCBC) is always its rich educational programs, and this year’s event at Moscone Center in San Francisco was no exception. Once again, PCBC presented its popular “Consumer Insights Forum” to industry professionals, offering thoughts and discussion on this year’s theme: Powered by Connection. A high point of the forum was key new program “Think Forward or Get Left Behind,” which approached the theme with a panel of experts who discussed their successes using new digital technologies and social media to engage buyers and increase sales.
Attended by a full room of building industry leaders, the “Think Forward or Get Left Behind” program took place on Wednesday, June 27, at 3 p.m. Featuring four innovative and distinguished speakers, it provided a behind-the-scenes look at integrated marketing strategies that build upon transparency, authenticity, engagement and the adaptation of social media and mobile technologies. The program highlighted the top ways to increase builder traffic and sales using new results-driven and cost-effective methods, sparking relevant questions from the audience and innovative, progressive discussions among the crowd.
The program’s creator and key panelist was Jennifer Fidelman, vice president of strategic marketing for Gunn | Jerkens Marketing Communications, a Long Beach-based full-service agency that has attracted attention for its numerous social media successes. Gunn | Jerkens is the firm behind Newhall Land’s integrated “Awesometown” campaign for the Valencia master plan. The campaign was honored with two Nationals awards and a SoCal award for integrated marketing and promotions.
“Since the downturn in the economy has extended today’s buying cycle, it’s imperative for builders to find ways to develop relationships and high customer loyalty,” says Fidelman. “New media and social marketing are ideal strategies, as they shift the paradigm from “push” marketing to conversation-oriented, trust-building marketing, helping to increase builder traffic and sales.”
To highlight new media successes in other industries, Greg Cargill shared his experience using online social media to develop awareness for celebrities and consumer brands and presented a case study on Honda’s Dream the Impossible social media program. Cargill is vice president of client services and social media services for Blitz – an innovative Santa Monica-based agency named Ad Age’s Small Agency of the Year (Silver).
Adding a builder’s perspective to the panel was Linda Mamet, vice president of sales for Pulte Group’s Southern California and Nevada divisions, where she leads the divisions’ sales strategy and execution. A consumer advocate, she is passionate about advancing the customer experience in home building – remembering that all of our customers engage with many other brands and product experiences outside of home building.
Boyce Thompson, principal of BT Media and a well-respected name in builder circles, acted as panel moderator. He was formerly the editorial director of the BUILDER group of magazines published by Hanley Wood, LLC. In addition to BUILDER, Thompson served as editorial director of Big Builder, Multifamily Executive and several other magazines. Thompson has more than 26 years of experience writing and editing articles about home building, architecture and retailing.
The “Consumer Insights Forum” was an all-day “conference within a conference” that included seven other programs in addition to “Think Forward or Get Left Behind.” At the event, the brightest thinkers today focused on understanding what motivates and inspires people to purchase new homes as well as the latest research, design, building, marketing and selling concepts.
For more information about Gunn | Jerkens, visit GunnJerkens.com.