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AIM 2021 Session Recap: Seven Executive Marketing Lessons

From Seven Great Brands.

If it’s not broken, don’t fix it. Learn from it.

During the 2021 AIM session Seven Executive Marketing Lessons From Seven Great Brands, Sheri Killingsworth, vice president of marketing and communication for Lincoln Property Group sat down with Justina Omokhua, chief marketing officer for Latch to discuss the lessons she’s learned from serving in high-power marketing positions at some of the world's most reputable companies across multiple industries. 

But when it comes to marketing, where do you begin? As Omokhua noted, the basics are always the best place to start.

“Sometimes we go out of our way to talk about things that may sound good but are really just a bunch of words people don’t care about,” Omokhua said. “But if you get back to the basic human elements, I find that works the best.”

Killingsworth agreed.

“It’s important to get back to the basics for us and get back to the community where it all starts,” Killingsworth said. “I find in multifamily we struggle with that. In our industry we have a lot of great technology and programs we want to implement, but if you’re out of touch with onsite teams, they won’t work.”

According to the panelists, effective marketing requires a “thinking outside of the box” approach and the input of others so you can truly understand the experiences of your audience.

“We need to hear it from the outside. If a customer or resident says, ‘that's the thing we like,’ then that’s what they like,” Omokhua said. “You have to listen to the people. When you hear the people on the frontlines talking, you need to listen.”

Omokhua stressed the importance of making content relatable and relevant so that it can really resonate with the audience. It is crucial to build and market your brand around the lives of people. 

Knowing your advantages and disadvantages helps teams to market to their strong points and creates a self-awareness that a brand can put into practice. 

Being authentic in every aspect of your brand and remaining consistent builds trust between your brand and consumers that helps them know you’re reliable, and consumers will find delight in that. 

Omokhua also recommended utilizing and knowing your data, as it will provide valuable insights that fuel the best marketing decisions. “Knowledge is power for all of us,” Omokhua said. “Things that we think are commonplace, the people don’t know that. So, meet them where they’re at.” 

Omokhua also advised that industry marketers take a human approach in their marketing and know themselves as a brand. Know the people and what’s going on and provide them with what they want.

“Feel proud about where we are and what we do. Everybody needs a place to live and feel safe, so tap into that,” Omokhua added, emphasizing to give the people what they are looking for. 

    • Justina Omokhua, CMO at Latch
    • Sheri Killingsworth, VP, Marketing & Communications at Lincoln Property Company

Here is the replay:

  

 

Mark Your Calendar

AIM 2022 | April 24- 25

Huntington Beach, CA

 

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