Bespoke Marketing Proposal
558 W Hawthorne
UNDERSTANDING OUR BUSINESS
CONTENTS 4 your Team 5 Bespoke Defined 6 Marketing Strategy 8 Value Proposition 9 Auction house Exposure 16 Web marketing 23 Property Listing Collateral 24 magazine Placement 25 Activity Reporting 26 Summary of Benefits
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UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
Executive Summary Christie’s International Real Estate’s top executives will leverage our brand to target the highest echelon of qualified buyers globally. We will especially promote and expose the property to ultra high-net-worth buyers who have ultimately been responsible for many of the record-breaking prices, in both real estate and fine and decorative art, which Christie’s has achieved in recent years. Our unrivaled ability to market one-to-one to this exclusive client base is a key component in maximizing the value of this unique property. The combined global networks, both market leaders in the sale of luxury goods, creates a world-class stage for the presentation of distinguished residential offerings. To reach these clients and maximize possible sales leads, we will focus on targeting the most likely buyers in our database as well as identifying potential purchasers by: • • • •
Geographic Region (Chicago, feeder markets) Lifestyle Focus (historic home and architectural interest) Family Focus (high-net-worth individuals desiring a single family home near downtown) Investment Tendencies (past high auction bidders, buyers, and top clientele)
By cultivating a unique balance of worldwide scope and highly personalized service, Christie’s International Real Estate has become a global authority on the effective marketing of distinctive properties. A finely tuned suite of programs and a commitment to the business philosophy established by Christie’s in 1766 define a brand based on trust, integrity, discretion, and excellence.
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UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
Your Team – Central Region
CHRISTIE'S Clayton Andrews Senior Vice President Asia Pacific Region Central US Region 312.980.3500 candrews@christies.com Natalie Hamrick Marketing Analyst 312.980.3502 nhamrick@christies.com Claire Spadafora Administrative Assistant 312.980.3503 cspadafora@christies.com
UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
Laura de Frise Vice President 312.787.1282 LdeFrise@christies.com
What is Bespoke?
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Individually tailored
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Made to specification
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High degree of customization and quality
UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
Bespoke Marketing Strategy •
Generate high-quality referrals from Christie’s and Christie’s International Real Estate.
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Provide a program with dedicated resources
and marketing support to secure and extend the most high-profile and competitive listings.
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Maximize our global reach, public relations, and marketing channels to build international awareness of your finest properties and to find buyers.
UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
Custom-Tailored Marketing for the World’s Most Extraordinary Properties
UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
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Proprietary programs and auction venues reserved for properties enrolled
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Marketing initiatives supported by our art house colleagues
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Property-specific custom-designed marketing plan and monthly reports
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Hands-on support of your regional vice-president and marketing analysts
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Christie’s International Real Estate and local Affiliate working as a selling team
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Exclusive – less than 1% of Christie’s International Real Estate’s listings
Value Proposition: Proprietary Marketing Venues • Auction House Lobby Exposure
• Christie’s Web Site
• Christie’s International Real Estate Magazine
• Christie’s International Real Estate Web Site
• Presentation Books
• Targeted Mailings
• Auction Catalogues
• E-Campaigns
• Promotion Cards and Bookmarks
• Video Initiatives
• Proprietary Christie’s Publications
• Social Media
• PR Support
• Activity Reporting
• Christie’s Events • Global Media Plan
*Each value proposition expertly tailored to your property UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
Auction House Exposure •
Lobby Video featuring a montage of properties at: Christie’s Rockefeller Center Christie’s King Street, London
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Target Date: Within 45-60 days of enrollment
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Estimated Total Cost: $0
UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
Auction House Exposure •
Property of the Month Video
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Example: http://www.christiesrealestate.com /PropertyDetails/263182/1539344 /75/9#263182/1539344/75/9
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Target Date: Within 30 days of enrollment
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Estimated Total Cost: $0
UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
Auction House Exposure •
Inclusion in Brochure Displays at key Christie’s Auctions and Events Worldwide
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Events and Dates TBD
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Target Date: As available
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Estimated Total Cost: $0
UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
Auction House Exposure •
Pull-Up Banner to be displayed at key auctions and events worldwide
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Target Date: Within 30 days of enrollment
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Estimated Total Cost: $600
UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
Auction House Exposure •
Promotion in select auction sales catalogues
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Target Date: As available
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Upcoming Auctions: Fine & Rare Wines Russian Works of Art Magnificent Jewels Vintage Posters & Olympic Icons Christie’s Interiors
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Estimated Total Cost: $0
UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
Auction House Exposure
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Promotion in select auction publications
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Target Date: As available
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Estimated Total Cost: $0
UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
Auction House Exposure
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Inclusion in Christie’s E-Newsletter mailed to over 170,000 Christie’s clients
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Estimated Total Cost: $0
UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
Web Marketing •
Descriptive property promotion on Christie’s International Real Estate site: www.christiesrealestate.com
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100,000 average monthly visitors
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Target Date: Ongoing
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Estimated Total Cost: $0
UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
Web Marketing •
Location promotion on Christie’s International Real Estate – Great location site: www.christiesrealestate.com
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Reader’s discover the unique lifestyles and property offerings surrounding your property
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Target Date: Ongoing
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Estimated Total Cost: $0
UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
Web Marketing •
Property promotion on Christie’s Site: www.christies.com
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300,000 average monthly visitors
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Target Date: Ongoing
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Estimated Total Cost: $0
UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
Web Marketing •
Property promotion on Christie’s Art of Living Widget: http://www.christies.com/on-thego/widgets/christies-real-estate.aspx
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300,000 average monthly visitors
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Target Date: Ongoing
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Estimated Total Cost: $0
UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
Web Marketing •
Featured showcase on home page carousel: www.christiesrealestate.com
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Target Date: Ongoing
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Estimated Total Cost: $0
UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
Web Marketing •
Placement on Featured Properties Page: www.christiesrealestate.com/SearchListing/ 1539192/75/1/15
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Linked directly from home page and dedicated ONLY to Bespoke Properties
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Target Date: Ongoing
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Estimated Total Cost: $0
UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
Web Marketing •
Promotion on Social Media Channels Facebook Twitter YouTube
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Target Date: Ongoing
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Estimated Total Cost: $0
UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
Property Listing Collateral
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Four Page Brochure
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Target Date: 15-30 days after enrollment
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1,000 Copies
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Estimated Total Cost: $2,850
UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
Christie’s International Real Estate Magazine
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Full Page Property Ad in Christies International Real Estate Magazine
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Target Date: Issue Three and Four - 2013
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Estimated Total Cost: $6,800
UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
Activity Reporting
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Regular reports detailing marketing, inquiries, and showings
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Target Date: Ongoing
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Estimated Total Cost: $0
UNDERSTANDING OUR BUSINESS
Bespoke Marketing Proposal
Summary of Bespoke lite Benefits Auction House Exposure = $600 Web Marketing = $0 Property Listing Collateral = $2,850 Christie’s International Real Estate Magazine = $6,800
Total = $10,250
UNDERSTANDING OUR BUSINESS 2 6Bespoke Marketing Proposal
Thank You We are thrilled to have the opportunity to present our proposal for the sale of 558 W Hawthorne.
Our team would like so assure you that we will apply our superlative standards toward achieving the highest results on your behalf and making this process as seamless as possible. We look forward to further discussing our ideas and offerings with you.
UNDERSTANDING OUR BUSINESS 2 7Bespoke Marketing Proposal