Chrysler building in New York, photo by kts
Co-marketing is a great way to create a buzz about your luxury real estate marketing practice and expand your sphere of influence. The key is to find the right non-competitive partners who share the same target market as you.
Tiffany’s has a strong tradition of co-marketing with the movie industry. The classic film, Breakfast at Tiffany’s, certainly created a buzz about the jeweler when it opened in 1961. The hit song Moon River gave the terrific press about movie (and Tiffany’s) “legs”, meaning that it continued to stay “top-of-mind” for years. Because the movie became a classic it is still viewed by generations of fans via Netflix and other online distribution channels.
Tiffany also co-marketed with the movie, Sweet Home Alabama to reach new generations with their primary marketing message, “buy your engagement ring at Tiffany’s”. Now they are co-marketing with the newest version of the Great Gatsby opening in May 2013.
To create a buzz for the movie and the company, Tiffany’s reproduced some if its art deco jewelry worn by actors in the film. You can actually purchase these pieces on their website. They also have temporarily transformed the look of their store in New York by adding art deco applique to the exterior of the building and by designing Great Gatsby window displays.
The Great Gatsby story took place in the “Jazz Age” when the art deco style flourished. As a luxury real estate marketing professional, this is one of the architectural styles that would well be worth studying. The iconic Chrysler Building in New York is still a monument to that era. Let the Great Gatsby and Tiffany’s co-marketing venture inspire you seek your own co-marketing partners.
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