Two Foodies Find the Silver Lining – Part 1

Greetings from the fire and flood zone of Santa Barbara, California! We have been through a rough month here. But, everything is relative. We did not lose our home or our life, as did our number one market leader in luxury real estate. For us, this local tragedy represented a challenge to maintain our focus and also to keep our spirits high, to practice what we preach to our clients: Continuously look for opportunities and find evidence of a silver lining.

With our main Highway 101 closed (both north and south of us) during the aftermath of this tragedy and the intensive cleanup operations that have been ongoing, we were completely isolated. Finally, last week southbound 101 towards Los Angeles was opened and we took off like birds out of a cage.

Just 30 minutes away to the south and up into the mountains of Los Padres National Forrest is the quaint town of Ojai, which is known for its progressive, “New Age” thinking and also for its artist colony. Although, the fires reached the surrounding area it spared the town itself, so it made the perfect getaway. Besides, we had not been there for many years.

As two foodies we naturally discovered a great restaurant for breakfast and then found two wonderful independent grocery stores that offer unique organic and homemade delicacies that are not available in our own area. One major market find was the famous Cowgirl Creamery artisan cheeses brought in from Northern California.  Another was homemade sausage including hot Italian, country style and chorizo.

Breakfast at Home Kitchen of Ojai was a total delight apart from our own indecision over the extensive menu with too many amazing choices.  We settled on the Ojai omelet: Bacon, Avocado, Green Chili, Sour Cream, Salsa and Cheddar Cheese.  But, the biggest surprise was their complimentary “signature” Swedish Pancake that everyone was offered, on the house.

The pancake was a remarkable gesture that should give “food for thought” to luxury real estate marketing professionals. It certainly has sparked word-of-mouth advertising from us!

Be sure to catch Part 2 of this article series as we share our silver lining discovery of Point de Chêne, a wine store in Ojai that has absolutely nailed its brand positioning and messaging-another wonderful lesson for luxury real estate marketing professionals.

A Beautiful Brand Image: Can You Identify The Business?

We are firm believers that a brand's image should always communicate the identity of the business at first glance.  In this instance, we were drawn to the aesthetics of the beautiful signage.   The artistry of the sign was evident by using a combination of wood and metal work.  However, the sign did not give us even a clue as to the nature of the business.  Can you identify the business based on the sign?

How To Break Into The Luxury Real Estate Business

                                   Torres Del Paine, Patagonia Chile

If you are considering transitioning into the business of selling top-tier price homes, you need a plan and a strategy. There are always those who “fall into” a new business venture.  But, for most people, it requires preparation. As Roman philosopher Seneca once said, “Luck is what happens when preparation meets opportunity.

Recently, we were chatting with the ambitious young man at our farmers market that sells outstanding raw milk and cheese fresh from his local dairy. He had been on vacation with his wife and kids in Chile where he discovered a significant underserved market for his products. He and his family fell in love with the area and started dreaming about one day moving to Chile to start a large-scale dairy business.

He shared with us how he is going about preparing to make this business and lifestyle transition. He made a list of the skills he would need to acquire to meet the challenge. For example, he needed to learn to speak Spanish which he already has begun doing. He also needed to learn how to operate some heavy equipment.  And, he realized that he needed to develop an alternative income source to take care of the family as the new venture was getting up and running. So, he has started learning computer coding so he can get “gigs” in Chile remotely with just an Internet connection.

The same type of methodical planning, strategizing and preparation is what it takes to break into the luxury real estate business. It all starts by recognizing the right opportunity: the underserved or uncontested market niche that you can dominate. With enough preparation you are sure to get lucky!

Happy New Years - 2018!

FROM ALL OF US AT NAPA CONSULTANTS, INTERNATIONAL  - WE WISH YOU A VERY PROSPEROUS HAPPY NEW YEAR!

CHEERS! RON & ALEXANDRA SEIGEL

Celebrating New Year’s Day On January First Thanks To Julius Caesar!

               Karl Theodor von Piloty painting of The Murder of Julius Caesar 1865

New Year’s Day is one of the oldest holidays celebrated by mankind.  Historically it originated in Babylon.  Babylon was a kingdom founded in Mesopotamia, 18th-6th century B.C., today known as Iraq. The Babylonians celebrated the New Year for eleven days on the first day of spring. Every culture in the ancient world celebrated New Year’s Day at different times of the year.

With the growth of the Roman Empire, Julius Caesar wanted to simplify the calendar for all the empire.  Working with Sosigenes, the Egyptian astronomer and scholar from Alexandria, the Julian calendar was established.

Sosigenes was the brainchild of the Egyptian Calendar based on the movement of the sun. He divided the year on 365 ¼ days, 12 months. Each month was given 30-31 days, except for February with 28 days. Every fourth year (leap year) February was reduced to 23 days. The Egyptian calendar became the  model for the Julian calendar.

Julius Caesar decreed that New Year’s Day would be celebrated on January 1st.   And New Year's Day remains the oldest holiday celebrated by mankind.

Happy New Year!

Merry Christmas, Merry Every Holiday You Are Celebrating!

Ron and I wish you all a Merry Christmas and Merry every Holiday Your Are Celebrating!  The above picture is of a Christmas tree that was taken at Westerlay Orchids Greenhouse.  Every year, they use live orchid spikes placed in water vials as the ornaments for the tree.

Cheers, Ron & Alexandra Seigel!

Branding Moment: A Wonderful Example of Taboo Branding And Marketing!

Taboo branding and marketing is a great way to attract someone's attention.  In our time starved world, it can do the job effectively.  It has value in that it takes a person out of their humdrum existence, and gets them to notice the brand.  

Yesterday evening, we stopped at Carpinteria wine to have Jane the owner suggest a Zinfandel for our spicy dinner plans.  Zin is always a great match to spicy and smoked foods.

As we were discussing the pros and cons of several labels, we spotted this case of Zyn-Phomaniac, pictured above. Their slogan is hilarious also, "Zyn-Phomaniac, You can never have enough!"  

This Zin has won numerous awards, however, not enough to convince us to buy a bottle, just enough to convince to write a post about it. Here is the description from the website,

                                       The Sensuous Zin

Lush, fruit-forward Old Vines Zin from the well-regarded Lodi appellation. Smooth, full-bodied, arousing dark fruit aromas and rich, spicy flavors with a bold voluptuous mouth feel."

We do appreciate their taboo branding, and we have no doubt they will attract their perfect buyers and Zin lovers.

Would we recommend this type of branding or marketing for real estate? We have seen it done on several occasions.  It has shock value and can work to attract sellers, because the taboo effect is silently implying that the listing broker and agent will do whatever it takes to get the property sold.  Some sellers respond to this, and some sellers would not.  It depends on your marketplace.

Branding Moment: Choose Your Words Carefully To Convey Your Message!

Using the right words to convey your message is one of most important factors in branding and marketing yourself and or your company. The right words will emphasize your uniqueness and your value to your intended audience.

Last year, as we were meandering through the back streets of Florence, we walked into this wine store.  We were impressed with the façade and the interior of the store as pictured above.   We had a delightful conversation with the owner, and he furthered our knowledge on Italian wines.

As we walked out, we focused on the name of the store.!  Just to make sure, we knew what the word obsequium meant we looked it up.  We even researched the Italian dictionary to be sure that the meaning and nuances of the word in order to be certain that the meaning agreed with the English version. And they did!

Definition of obsequium.: the customary respectful behavior due from a freedman to his patron or former master under ancient Roman law including freedom from lawsuit by the freedman except with the consent of the praetor (the magistrate) and the duty to support the patron when needy.

Then, we went one step further in our thinking. The word obsequious as an adjective is not exactly one that is flattering. It is defined as: fawning or sycophantic compliance and exaggerated deference of manner.” 

We  cannot figure out how the word "obsequious relates to the wine industry. The logo font is adorned with a Roman column in the design is attractive.  It conveys history and heritage.  We enjoyed looking at their tastefully displayed wines (pictured below.).

From our point of view, we do notunderstand how this brand relates to wine.  As far as this brand is concerned , we appreciate that it provided us with an opportunity to write a branding moment blog post.   Are you using the right words to convey your message? 

Throwback Thursday: Following Up On Spaghetti Marketing!

On February 27, 2014, we wrote a post called Luxury Real Estate Marketing Tips:  Spaghetti Marketing: Marketing Your Strengths.  We discussed the woes of the then Italian economy  (2 trillion Euros in debt). 

At that time the idea of developing a food theme park in Bologna was born, known as Eataly.  The entrepreneurs took over 80,00 square feet of warehouse space and 20 acres of land in Bologna.  This project included using the land to grow food.  It made its debut in November of 2015.   It became a resounding success and subsequently the owners opened stores in New York, and Chicago.

In November of 2017, the Los Angeles store in Century City conveniently situated between Beverly Hills and the Westside of Los Angeles has opened its doors.  Spaghetti marketing had made its mark in California, after opening in 2 locations in New York and in Chicago.

As we mentioned in our post yesterday, we bought fresh egg and spinach pasta as well as Proscuitto di San Daniele, considered to be the best in class. We made the classic Italian Dish, paille e fieno (straw=egg tagliatelle and hay=spinach tagliatelle), (pictured above).

The pasta is tossed with a cream sauce flavored with fresh shallots and garlic to which freshly grated Parmesan is added. When the pasta is ready, you add the prosciutto and fresh peas and toss and serve.

According to friends, the place has been mobbed since the day it opened.  We were fortunate to be there in the morning, and we had the whole store to ourselves to explore. And everything we bought was great.  Spaghetti Marketing,  or Marketing Your Strengths really works.

Branding Moments: Does Your Brand Make It Easy For Others To Refer You?

The value of a great brand in luxury real estate or any other real estate market is that it makes it easy for others to refer you and your business.  If there is a slogan that accompanies the brand, the slogan should further clarify for others the reason to patronize your business.  

We spotted Perry’s Steakhouse & Grille Sign (pictured above) in the Park Meadows shopping center near Denver, Colorado.  We felt that their slogan, “rare & well done,” described their promise of value. We also liked the double meaning in those four words.

Even though we rarely eat meat, we walked in to check out the menu. We found a fish dish as well as other seafood items.  This led us to make a reservation.  We loved the main course and side dishes we ordered, the ambiance, the wine list, and the dessert.  The service was just right. 

We also shared our experience the next day with all our family members at our Thanksgiving feast.  They live close-by and had not tried the restaurant.  Based on our experience, they are planning to dine there..

Does your brand make it easy for others to refer you?

Branding Moments: Simply Splendid And Memorable Packaging!

If you want to stand out from the crowd of real estate agents, it is important that you really put some thought into the presentation of your marketing materials.  Your marketing materials, which include your web site, are a clear indication of real estate marketing savvy.

Packaging is one of those delightful attributes of a great brand.  When it is well done, it adds to the credibility of a brand. It becomes memorable and something one looks forward to seeing.  

Yesterday we had the pleasure of seeing he latest packaging that Veuve-Cliquot, a well- known Champagne house, established in 1761 and based in Reims, France, came up with this year. Once again, we were wowed by the brilliance of their memorable packaging. 

We have always appreciated Veuve-Cliquot’s brilliant packaging, for many years.  This year is no exception, and no doubt another award winner. The theme is travel destinations: From Reims (home of Veuve Cliquot) to Tokyo, Milan, Miami, Paris, Moscow, New York, Rio de Janeiro and Las Vegas. 

The metal-like gift box is designed as an arrow.  On the box is the distance in Kilometers (9,283) from Reims to Rio de Janeiro.  The top of the arrow slides, and you can insert a bottle of Veuve-Cliquot into it.  It is something the recipient of this gift will keep long after the Champagne has been savored.

Ask yourself, are your marketing materials simply splendid, memorable, and reflect your marketing savvy?

Branding Moments: Are You Using The Right Words To Communicate Your Message?

Using the right words to communicate your message is one of most important factors in marketing. The right words will emphasize your uniqueness and your value to your intended audience.

The words on this Tesla showroom display (pictured above) caught our attention.  Not only did it catch our attention, it jarred it.  What is ludicrous performance? We looked up the definition in several dictionaries including the Cambridge English Dictionary.

Here is the Cambridge definition: stupid or unreasonable and deserving to be laughed at.

Merriam-Webster defined it as: 1: amusing or laughable through obvious absurdity, incongruity, exaggeration, or eccentricity. 2: meriting derisive laughter or scorn as absurdly inept, false, or foolish. —

Would you want to spend around $80,000 on a car that has laughable performance?   Are you using the right words to communicate your message?

Happy Thanksgiving 2017

"At times our own light goes out, and is rekindled by a spark from another person,  Each of us has cause to think with deep gratitude of those who lighted the flame within us."" Albert Schweitzer

Wishing you all a wondeful Thanksgiving Holiday!

Ron & Alexandra Seigel

Our Swag Bag &The luxury of details: Lessons From The French Laundry

In yesterday’s post, we promised that we would reveal the contents of the bag that was handed to us as we walked out of the restaurant.  As we mentioned before, little details leave big impressions when it comes to brand identity.  Here are a few more wonderful little details we were treated to. The bag you see pictured above is embossed with the logo.

Embossing is a quality cue. Inside the bag was a two-pocket presentation folder (also embossed with the logo) with a signed menu.  In the pocket was a booklet with a directory of the purveyors The French Laundry uses including a description of the business.  What a great way to support the people the French Laundry buys from.

Last but no least were two small  silver tins filled with shortbread cookies made by the pastry chef. It was a perfect experience, and we appreciate the masterful branding of the French Laundry.

Details define the essence of luxury.  Regardless which sector of real estate marketing you are specializing in, attention to details is of paramount importance. Attention to details will help you stand out in the crowd!

Lessons From The French Laundry: Brand Identity Details

Introduction:

The French Laundry is a 3 star Michelin rated restaurant located in Yountville, California, a quaint small city in the Napa Valley. The building pictured above was built in the 1900’s and is on the National Register of Historic Places.  It started life as a saloon. Subsequently, it was sold to a French laundry, which specializes in cleaning fine fabrics, silk, lace or linen. 

Its next incarnation was a restaurant run by Don Shmidt, then mayor of Yountville, and his wife, Sally. He then sold it to Thomas Keller in 1994, and history in the culinary world was made.

Every day, the French Laundry serves two different nine-course tasting menus. What is remarkable is that the ingredients in each course are only used once. The food is mainly French with American influences.  The French Laundry has a large organic vegetable and herb garden, as well as a greenhouse across the street..

Brand Identity Details

Little details leave big impressions when it comes to brand identity.  They are the essence of what makes an experience unforgettable!  It demonstrates that an abundance of thought was given to the brand. The branded clothespins pictured above were attached to large white napkins in lieu of a napkin rings.

Be sure to note, that one side has the name, the other side has the website on it.  We attached them to the bag that was handed to us as we left the restaurant.  Stay tuned for tomorrow’s post as we reveal the contents of the bag.

Strategize Now for Market Leadership in 2018

Brand strategy is all about seizing top-of-mind status on purpose and achieving market leadership in your area or a niche therein. Now is the time to strategize for 2018. As the leading brand strategists in luxury real estate, we can help you identify an uncontested or underserved market niche that you can dominate with our proven strategies. 

Watch this new 3-minute video case study of our client, Mary Lee, the market-leading agent in Ocean Reef, Florida, which is one of the finest private clubs and wealthiest communities in the world. Then, give us a call to discuss how we can help YOU become the breakaway brand in your marketplace.

Also, see Mary's website:  MaryLeeOceanReef.com

Branding Moments: An All In Two Words Brand!

We recently were introduced to the Bee Kind brand.  This brand appealed to us at first glance. It is simple, and the play on words is wonderful. It also doubles as a great slogan!  And the brand made us smile.  It is an all in two words brand.

We  had the opportunity to try these products pictured above as well as their shampoo and conditioner.  All four items were excellent, and we appreciated their natural light fragrance. 

And just because you can, Be Kind today!

The Power of Texture In Writing Your Marketing Message!

We take many pictures both for sampling colors for our client's branding and suggesting the type of photos for their photographer to take.  We also are inspired by images when we write the marketing messages (such as describing a marketplace or community.)  A message tells a story, and like a story it has layers and textures that make it come alive. 

This photo was taken at Crater Lake.  We were fascinated with he sculptural shapes of the decaying trees. They still live in the form of food and shelter for insects and other creatures.  They also feed the living trees with compost.  They are a testament to the cycle of life.

Keep in mind this quote by British Author Paul Scott,, best known for his book called The Raj Quartet, which was made into a highly acclaimed PBS series, called The Jewel In The Crown.

"The past becomes a texture, an ambience to our present."

If these words do not inspire you, read a Pat Conroy book.  He paints images with his description of places.  We would suggest reading South of Broad, where he describes Charleston.  Here is an excerpt: 

"You can be moved profoundly by other vistas, by other oceans, by soaring mountain ranges, but you can never be seduced. You can even forsake the low/country, renounce it for other climates, but you can never completely escape the sensuous, semitropical pull of Charleston and her marshes."

Think texture; it is visceral.  It creates an emotional response, it captures the reader's attention, and they will not forget you.

Tapping The Best Source of Brand Color Combinations

In nature, color combinations are meant to attract mates to keep the species alive and reproducing.  In branding and marketing colors evoke a response that attract consumers, who identify with those colors, helping to keep business vibrant.

We spotted a large chicken coop yesterday when we visited the Hauser Worth Gallery Complex in the Los Angeles Arts District.  This chicken, one of a dozen attracted our attention because of its color combination. And after seeing the gallery exhibit, we both concluded that this chicken was the best art exhibit we had seen that day.  It was not hard to conclude that Nature won hands down, as the best source of color combinations.

Universal Design: The Wave of the Future

Recently, we were tasked with helping to develop the logo, marketing and messaging of a new state-of-the-art luxury condominium development that featured Universal Design. This is an approach to design that allows people of all levels of ability to live as independently as possible. We think Universal Design is the wave of the future.

Universal Design creates an environment that can be accessed, understood and used to the greatest extent possible by all people regardless of their age, size, ability or disability. By considering the diverse needs and abilities of all throughout the design process Universal Design virtually eliminates the need for adaptation, modification, assistive devices or specialized solutions, on behalf of any persons of any age or size or having any particular physical, sensory, or mental acuity challenge. 

For example, a home built with Universal Design would have no steps and open floor plans.  The light switches would all be as easily accessible to someone in a wheelchair, a child or an adult. It is just good design without emphasizing handicaps. Universal design is the wave of the future.