Brokers, we have a new CRE marketing mantra for you – “Be the red bike”.
The one red bike is tied to a contest Divvy is running through the end of August. Anyone who snaps a picture of the bike and uploads it to Twitter, Instagram, Facebook or Tumblr will be entered to win prizes and certain riders will win a free Divvy membership.
The Red Divvy bike has been called Chicago’s Unicorn and an air of mysticism is following the bike.
What is so special about this contest and this bike?
Divvy used a few tactics to build up the mystery surrounding the bike that commercial brokers can translate into their CRE marketing strategy.
First, Divvy created a unique experience that resonated with their brand AND their audience. The standard blue bike was designed to match the blue of the Chicago flag, Divvy’s hometown.
When it came time to create a special bicycle, they stuck with their home-grown Chicago brand and created one red bike to match the red of the Chicago flag. You’ll also notice four white stars on the bike, again an allusion to the city’s flag.
Second, Divvy encouraged excitement about “spotting” the bike by rewarding those who shared photos and engaged with the red bike.
Finally, they didn’t do it alone. Divvy enlisted the help of the Chicago mayor to promote the red bike contest. When it came to prizes, they turned to other local businesses including hotels, coffee shops and fitness studios. By offering a variety of prizes while keeping the focus local, they got other businesses to be as invested in the competition as they were.
CRE brokers can put this red bike mentality to work for their own personal brand by following the same steps as Divvy.
For commercial brokers, the ties to the local community are incredibly important and should play a role in your CRE marketing strategy. Encourage local businesses and individuals to get involved with your brand and then reward engagement.
But the most important lesson for CRE brokers is that they stay true to their brand in every marketing campaign they run. Brokers, we’d love to hear from you – what campaigns have you done that reflect your branding? Tell us in the comments below!