Niche Marketing for our Urban properties

Let's look at our unique personalities and build upon them in unexpected yet "luxury" attraction ways - here we are using Belle Epoque style architecture as the attractor. Here the primary medium is print - using Traditional Home with its dedicated, voracious readership with money to spend. The program is for one year - not a flash in the pan. Secondary: e-mail and web site communication allied with our own especially created and programmed 3rd party website - all for a year. $12,500.

Other urban niche marketing options are there for the asking - we are just using this first one -  Belle Epoque - as a start and an example of what can be done.

What is a third party website you ask?

Third party websites abound on the web and are normally out of your control.

They sell your property, list your property and often come up under searches even before your property does because they are so well search engine optimized and have so many listings in them that Google will therefore choose them as pre-eminent.

So we build our own third party website for most of the Carino programs, and include the hotels that are participating in those particular programs, then search engine optimize these sites to come up high on organic searches.

For example, the Belle Epoque third party site would be optimized for searches such as "historic luxury hotel", "classic luxury hotel", "period design hotel", "inner city historic hotel", "center city historic hotel". These are some words that the consumer might type into a search engine and then our site would come up high in the rankings.

Then we link back to your site with those same words, thereby giving your own site one more point in a higher ranking in Google, but not in Yahoo as Yahoo ranks with a different weighting system. This is one key technique in SEO for your own site.

This program gives our members access to the consumers who purchase luxury goods, hotels and vacations.

Investment: $12,500 with a total of eight participants

Print

We will use Traditional Home Magazine rather than Architectural Digest. Why? Because in many ways the Traditional Home is a more vibrant venue with median income almost exactly the same.

The cost of Architectural Digest is too high for us to make sense of for the members, while Traditional Home reaches out to a similar audience at a better cost basis.

The circulation is 950,000 making it the largest of the upscale shelter magazines in the US market. Architectural Digest is 800,000.

4 insertions of 1/3 page black and white

Marketing Partnership

1 event sponsorship - costs determined separately and in addition to the $12,500; predicated on each member's participation

Owned 3rd party channel website

• The value here is intrinsic through the power of links and the power of the group to gain higher rankings on the search engines
  
• Theme is chosen by participating members and four domain names will feed into a third party website, our own third party site
  
• This site will feed into the specific websites of participating hotels and their on-line booking engine, cutting out the costs of middle merchant channels
  
• This site will be aggressively managed for SEO opportunities leveraging the power of the group
  

Investment: $12,500 with a total of eight participants