{"id":64,"date":"2014-07-03T19:11:58","date_gmt":"2014-07-03T19:11:58","guid":{"rendered":"http:\/\/elegant-drink.flywheelsites.com\/?p=64"},"modified":"2015-03-27T22:38:56","modified_gmt":"2015-03-27T22:38:56","slug":"what-is-destination-marketing","status":"publish","type":"post","link":"https:\/\/ruhm.com\/what-is-destination-marketing\/","title":{"rendered":"What is Destination Marketing?"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text]<\/p>\n

Marketing\u00a0has long been an afterthought in the world of luxury\u00a0destinations. But since its arrival, RUHM has elevated destination marketing to an art form. Let us explain.<\/p><\/blockquote>\n

\n

Opie Opfer, Creative Director at RUHM, describes us in a nutshell:\u00a0\u201cWe\u2019re an ad agency for destinations, specifically in the ultra-high end market.\u201d Any\u00a0place\u00a0people would want to live or visit\u2014island estates, high-rise condos,\u00a0five-star\u00a0hotels, or\u00a0getaway spots\u2014it is RUHM\u2019s job\u00a0to\u00a0present it compellingly\u00a0to the world.<\/p>\n

This is an intensive,\u00a0interdisciplinary process that involves the specialists from multiple\u00a0industries that make up RUHM:\u00a0strategists,\u00a0filmmakers, photographers, graphic designs, and web developers. (It doesn\u2019t hurt that\u00a0RUHM has a proven track record of real estate expertise, either.) We\u00a0collaborate to draw out the unique story\u00a0of each destination,\u00a0and tell it directly to our audience through a targeted campaign.<\/p>\n

The Times,\u00a0They\u2019ve Already Changed<\/strong><\/h4>\n

Over the past decade, the internet has\u00a0dramatically changed how people discover and buy homes. There was a time\u00a0when it was\u00a0nearly impossible to access listings without a real estate agent. They had\u00a0exclusive access to listings and were\u00a0solely responsible for marketing them.<\/p>\n

Today,\u00a0more than 90% of buyers<\/a>\u00a0search the web themselves for their next home. This shift has created an unprecedented opportunity\u00a0for\u00a0destinations\u00a0to\u00a0market themselves directly to\u00a0potential buyers and\u00a0set\u00a0expectations about their own\u00a0value, rather than relying on\u00a0an agent.<\/p>\n

The Price Isn\u2019t Right<\/strong><\/h4>\n

Back to Opie: \u201cWhat we\u2019re doing is defending the premium price point of each dwelling.\u201d Taking real estate as an example, the value of a home is typically based on the going price for other\u00a0properties in the area. But when a home is a custom-built masterpiece, pricing by comparison\u00a0only undervalues the home.\u00a0It\u2019s mansions\u00a0and oranges.<\/p>\n

Rather than\u00a0continually dropping the price to\u00a0\u201cmatch the market\u201d, you need buyers to understand the value of your home.\u00a0They need to understand that they\u2019re not just buying a house, but\u00a0a\u00a0luxury\u00a0product. They need to be emotionally invested in the process. This is where\u00a0RUHM comes in.<\/p>\n

Sell the Smell<\/strong><\/h4>\n

RUHM\u00a0breathes\u00a0life into these destinations by telling their story. A home is a sacred space\u00a0where life unfolds, where\u00a0hospitality\u00a0produces new\u00a0friendships,\u00a0where memories are made. To buy a\u00a0home\u00a0is to\u00a0buy\u00a0a future full of possibilities. This is why thoughtful marketing and a finely-crafted online\u00a0presence are so important: an online listing can\u2019t tell a\u00a0story anymore than a recipe can tell you\u00a0what\u00a0fresh bread smells like.\u00a0A\u00a0buyer must be able to see themselves in that story, and\u00a0know what a place\u00a0feels<\/em>\u00a0like\u2014not just its square footage.<\/p>\n

We tell those stories better than anyone we know.<\/p>\n

This<\/em>\u00a0is destination marketing.\u00a0This is RUHM.<\/p>\n

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Marketing\u00a0has long been an afterthought in the world of luxury\u00a0destinations. But since its arrival, RUHM has elevated destination marketing to an art form. Let us explain.<\/p>\n","protected":false},"author":1,"featured_media":2260,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"yoast_head":"\nWhat is Destination Marketing? | RUHM Marketing<\/title>\n<meta name=\"description\" content=\"Marketing\u00a0has long been an afterthought in the world of luxury\u00a0destinations. 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