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Case Study for Parador Properties

How we helped a start-up become the market leader within just 12 months


Background:

Not too long ago, when the property markets blossomed, many Britons were turning their life-long dream of living abroad into a reality.

Along with many entrepreneurs, Jack Hamilton saw an opportunity. He and his two sons formed Parador Properties and from a small office in Surrey, they planned to grow their empire.


But it wasn’t going to be easy. Parador Properties faced several challenges:

1. They were new in an increasingly competitive (but expanding) market.

2. There was a lack of credibility with the Parador brand. Potential customers were cautious about spending their life savings with companies they’d never heard of. The only saving grace was that it was the same for the competition too.

3. Parador didn’t have any unique selling points, no corporate look and, at launch,

4. No existing customers.

Quite a challenge…

What we did:Parador very quickly needed to build awareness nationally and with it, trust.

On a tight budget, we maximized awareness AND response with a direct response television commercial (DRTV).

To create standout and consistency for our communications, we hired popular TV celeb’ Claire Sweeney as our iconic figure for Parador. Claire was popular with Paradors target audience.

The Result:Fantastic success. The business boomed in Spain and expanded to Portugal, Cyprus, Turkey and Greece.


Claire’s ‘brand values’ gave Parador instant recognition and credibility in an overcrowded marketplace.

Parador not only gained high recall (even beyond the target market), it also became recognised through it’s service, as a trustworthy brand.

Channels used:Television_Radio_Website_Email_Direct Mail_Doordrops_Local press_ Sales exhibitions_Sales literatureincluding brochures, folders and powerpoint slides

DRTVResponse driven TV commercials were quickly created for generating awareness nationally. We also produced radio commercials which were targeted in areas where Parador exhibitions were being held.

To play the commercial, please click on the image below.


Pushing the brand onlineA website was created and promoted with natural SEO, PPC, pop-ups, banners and skyscrapers. E-broadcasts were used with data collected from events.

Incentivised E-broadcasts


Direct mail with ‘2 for 1’ flight incentives for Inspection Tours to SpainWe dramatised the ‘2 for1’ offer with a personalised, pseudo, flight ticket attached to the letter.


Localised offline advertisingEvery weekend, at hotels around the UK, there would be overseas property ‘info-exhibitions’ held. Footfall was driven by 30 second commercials on local radio together with local free newspaper wraparounds.

Media inserts, door drops, direct mail and press ads was also tested.


If we were promoting Parador Properties today, we would be able to add other channels to grow the

business…


Mobile marketingThe Parador business model would have lent itself perfectly to an iPhone app’.

The channel would be ideal to push the brand in ‘real time’, increase interaction with the target audience and, most importantly, increase sales.

Social media marketingTo take the brand interaction and awareness even further, we would also have encouraged advertising in the social media channels – Facebook, Twitter, YouTube, Vimeo, etc.

We would launch and develop an online ‘ex-pat’ community, with forums providing advice, tips (eg where to find reliable trades people, hazards to avoid of living abroad, etc.)


Don’t worry, you’re not alone.

But what if you haven’t got a big budget like Parador?

ZiG is set up to be flexible, cost-efficient and economic.


Thank you for sparing us your valuable time.

We hope that you will consider ZiGto help you with your future marketing plans.

[email protected]

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