FIVE Questions: Jack Silverman, VP of Account Management at Bolin Advertising

1) We understand you are a Parade of Homes marketing guru. How did you get to become such an expert?

Bolin has been working with the Builders Association of the Twin Cities and the Parade of Homes for over 14 years. Over that time we have been able to establish a very collaborative relationship with the professional staff of BATC. They have allowed us the freedom and encouraged us to always present new and unique ideas. Our marketing process has evolved and changed many times over the last decade. We always learn something new from each Parade event and try to bring it forward into the next one. We have been very fortunate to have an abundance of resources and good people to draw upon. We're not afraid to try new ideas even if they don't fully work all the time.

2) How has the Internet changed your job (in relation to Parade of Homes marketing)?

The Internet and real estate marketing have grown at an extremely high rate of speed. Consumers are very smart about using Websites to research their home purchase. They can pre-shop from their home or office saving themselves from visiting properties they have no interest in. It really helps consumers focus their search. We have to always think about how the Internet and the Parade of Homes work together. Consumers regard the Parade as an information resource and as such we have to constantly think of new ways to deliver information over the Parade website.

3) How important has it become to extend your brand message from TV, print and radio to the Internet?

The Parade website is an extension of the Parade brand. It's vitally important that the graphic design and brand message extend to all mediums and that includes the Internet. Marketing 101 is to be consistent across all ad medias so consumers know that they are getting information from the same source.

4) How have you successfully embraced that change?

Seamlessly we hope. We see the Parade of Homes Website www.paradeofhomes.org as a complimentary tool to our event magazines and available 24/7. You can do a much more extensive Internet home search using some very specific criteria like square footage, number of bedrooms, etc. that is not available in the Parade magazine due to space limitations. We have a new feature that involves a keyword search so for instance, consumers can search for homes with granite, fireplaces, porches, etc. just by typing in a specific word or phrase. When we're in a non-event time period we continue to position the Parade of Homes Website as the best year round information resource consumers can have for new home construction and remodeling.

5) What is your favorite interactive marketing tool? Why?

I'm a big believer in targeted email. It's a great way to deliver a short message with pertinent links to more detailed information. You can track the response so it's a great way to see who is looking at your message and what specifically they are interested in. You can use those response metrics to further target your message so your readers only receive the type of information they're looking for. Email also offers an easy mechanism for your prospects and customers to communicate back with you so you are able to have a have a conversation with them.

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