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In marketing yourself as a luxury real estate marketing professional or company, it is important to assess your strengths. This assessment can be used to develop a smart marketing strategy.  Here is an example of spaghetti marketing:

Italy is suffering from a bad economy (2 trillion euros in public debt), and recently The Wall Street Journal reported that the city of Rome is on the verge of bankruptcy.   A savvy entrepreneurial company, Fico Eataly, the food emporium chain, with stores in Rome, New York, and Chicago, has come up with an innovative concept.

Italy’s strengths are: history, culture and cuisine.  Over 48 million visitors spent 32.2 billion dollars in 2012, ranking it as the fifth most popular tourist destination in the world.  How do you capitalize on that?

Eataly is going to develop a food theme park in Bologna, the capital of the Emilia- Romagna region.  Emilia Romagna is known for its many gastronomical achievements such as Parmegiano Reggiano, Proscuitto, Pancetta, and its pasta made with eggs (lasagna a la Bolognese).  It is one of the meccas of Italian cuisine.   It is also known as the home of Ferrari, Maserati, Ducati, Lamborghini, etc.

The city of Bologna is delighted with this idea.  The city administrators have provided 20 acres of land and several unused warehouses, totaling 80,000 square feet for this venture.  This food park would include restaurants, grocery stores, food labs and an aquarium.  Some have dubbed it as the Disneyland of food.

Access your strengths and come up with your own version of spaghetti marketing!

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace. 


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