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Capstone park chatham kent for money write for me internet of things course online edx mohamed kallon football profile essay advertising in this year's Super Bowl after last year's inaugural effort why well you know it's actually surprise for us as well that we're back we did not plan or intend to do a two year run but our results from the first year were so strong we couldn't ignore it so we're back talk a little bit about the effectiveness and sort of what you got from it we got some great positives from it that we didn't expect I shouldn't say we didn't expect we expected them they just far surpassed what we expected first of all let me clarify for you that participating the Super Bowl is a brand preference play because TV is a very diffuse medium so we were not expecting more people to buy a home the day after seeing our advertisement in the Super Bowl okay what we were hoping and planning to do and we did in far greater measure than we anticipated was we put the century 21 brand front and center with consumers and we found that it did indeed generate many many more conversations many more leads and ultimately more clothes sides it also engendered a really strong proud sense of pride within the century 21 system and surprisingly enough we found that that reverberate in the industry as well too because one of the statements that we made was a very strong vote of support for the American dream of homeownership so let's talk a little bit about what we can expect to see this year clearly last year was unique and that you're you are basically advertising as sort of the culmination of what four years in the industry is exactly right uh-huh now we're into it this year as a totally different context really so let's talk a little bit about how you viewed this year's Super Bowl opportunity versus last year's okay that's right it is very different 2011 was our 40th anniversary and so the Super Bowl was really at the tail end of 2011 it was our culminating event highlighting and celebrating our anniversary this year it's a very different story we find ourselves in a far stronger housing market than we did in 2011 when we made the plans to advertising the Super Bowl and we also find ourselves on just a very nice trajectory upward in terms of the impact that we had last year are we point out for you that one of the impacts of the Super Bowl was to really send a lot more traffic to our national website and if you look in the year 2012 you'll see that across the entire real estate industry website traffic to real estate industry websites was up four percent for century 21 hour traffic was up over forty percent wow that was a very very nice uptick and we think in large measure that was contributed to by the conversations that we began at the launch of the spring selling season with the Super Bowl so how can you then go take it to the next step of you know identifying home sales with century 21 agents and tie them back to specific elad vertising we look at not only the conversations that we've begun and the leads that were generated from the website but we also look at the system's response we also pulse the indus the broader industry to ask consumers what they think of our brand sure our goal in participating in the super bowl is to really strengthen the bond that a consumer feels with the century 21 brand so that if it's appropriate for them to be in the purchase or sale the home they think of century 21 we want to be in the conversation from that point on there are many factors that influence whether you get to a closed transaction not the advertising that we're doing got it so let's talk a little bit about the creative we can expect to see this year I know that I'm last year you use celebrities we did in your advertising this year I see that you've done some original research around super bowl viewing and the fact that it takes place eighty eight percent of people say it takes place in their actual in their homes so that's a nice fit for scent of sensory 21 let's talk a little bit about what we can expect to see as far as the creative okay well I think you really hit on two important items there so first let me grab up with the creative you're right last year we use celebrities Donald Trump apolo ohno and Deion Sanders and as you might recall and I recall very very well they generated tremendous publicity for us over a billion impressions for us but you know what this year and this is news for the first time no one else knows this we have a new celebrity this year and our celebrity is the century 21 agent we are positioning our century 21 agent even more front and center than we did last year so that means no celebrities in the antis excellent I think you'll find though that we've replaced the celebrity not only with an even further enhanced focus on our century 21 sales professionals but I hope that when you see them you'll say that you agree that yes we did it with a humorous and very uplifting twist to the role of the center 21 sales professional okay and why did you feel that that was so necessary this year for anyone for whom whom buying or selling is appropriate we want to make sure that they consult with the services of the century 21 sales professional but you mentioned a point also about our survey and asking people about the activities when they watch the Super Bowl that's worth highlighting what's a tremendous sweet spot for us or the Super Bowl I mean it takes place in the home I like to think of it as the last great American campfire everyone in the house either all of your family or your friends we're all sitting around the hearth right in the home and the home is exactly the service that we're centered on so and what's really nice about the Super Bowl think about in today's day and age with advertising it's so hard to break through it really is can you think of any other single event where people focus on the advertising and they talk about it and it's part of the conversation so we're looking to put our century 21 agent even more front and center in the conversation last year was good we feel great about it but we don't want any conversation about celebrities we want all the conversations be about the century 21 agent so what you find in the research with regard to how people watch the Super Bowl and what they must enjoy about it one of the funnest things I personally learned is how many people love to watch the Superbowl in their pajamas which means they're in a comfortable setting they like it etc but we found just overwhelming numbers of people that do watch the Super Bowl in their home you know we tend to think a lot of people go out to restaurants and bars to watch it but no by far the vast majority and i don't recall any of the statistics off the top of my head but all the numbers point to preference to watch it with their friends interesting choices of the food that they want to have the attire they all want to be in very comfortable attire which led to the number of people revealing that they like to watch it in their in their pajamas but that's not very good news for bars and restaurants I have to offer some stuff no but either way whether it's in a bar restaurant we think it's great news because we love the fact that the conversation center on the commercials and we want our agent front and center in that conversation how are you going to use the social media component this year actually we're using both mobile platforms and social media platforms to further extend the story you will do some fun things with some behind-the-scenes footage of the development of the commercial will highlight some of our agents in the net role in activity and we'll really use you know the primary platforms like Facebook Google+ Twitter etc to spread those stories out erau capstone presentation order Eastman School of Music.