Currently Reading

Builder Uses Broadway as Marketing Tool

Advertisement

Builder Uses Broadway as Marketing Tool

Examining the psychographics of its target customers took Neumann Homes of Warrenville, Ill., all the way to Broadway.


By Meghan Haynes, Assistant Editor December 31, 2002
This article first appeared in the PB January 2003 issue of Pro Builder.

 

Examining the psychographics of its target customers took Neumann Homes of Warrenville, Ill., all the way to Broadway.

Neumann is one of four sponsors - and the only home builder sponsor - of "Broadway in Chicago," a collective of 11 Broadway shows playing in the city throughout 2002 and 2003. Neumann gets a bank of tickets to each performance, use of the performance venues for private events, and exposure and advertising via billboard and playbill signage. Its allotted tickets are raffled at sales centers to drum up traffic, with dinner and/or a weekend downtown sometimes included.

With productions such as Stomp, Miss Saigon and The Lion King included, chief marketing officer Jean Neumann knew the variety and cachet of the shows would afford access to the builder’s target demographic and enhance its position and brand.

"A good percentage of our communities are family-oriented, so tying this to the promotion and sponsorship of The Lion King is very exciting for us," Neumann says. "When we do different promotions and sponsorships, we look for a true partnership and one that’s value-added."

Related Stories

Market Data + Trends

2021 Market Will Remain in Sellers' Control

The main issues buyers faced last year will most likely continue on, maintaining sellers’ leg up on the market, says The Washington Post.…

Market Data + Trends

Latest RCLCO Survey Finds Record-Low Sentiment Toward Real Estate

RCLCO’s end-of-year Sentiment Survey found real estate participants are significantly more negative about the housing market compared to 2019. The…

High-Performance Homes

Jim Nostedt on How High Performance Can Beat 
Code-Built Homes on Price

SEEFAR's Jim Nostedt shares how an appraisal/analysis called Total Cost of Building Ownership reveals the true cost of building and operating a sustainable building

Advertisement
Advertisement

More in Category




Advertisement
Advertisement

Create an account

By creating an account, you agree to Pro Builder's terms of service and privacy policy.


Daily Feed Newsletter

Get Pro Builder in your inbox

Each day, Pro Builder's editors assemble the latest breaking industry news, hottest trends, and most relevant research, delivered to your inbox.

Save the stories you care about

Lorem ipsum dolor sit amet lorem ipsum dolor sit amet lorem ipsum dolor sit amet.

The bookmark icon allows you to save any story to your account to read it later
Tap it once to save, and tap it again to unsave

It looks like you’re using an ad-blocker!

Pro Builder is an advertisting supported site and we noticed you have ad-blocking enabled in your browser. There are two ways you can keep reading:

Disable your ad-blocker
Disable now
Subscribe to Pro Builder
Subscribe
Already a member? Sign in
Become a Member

Subscribe to Pro Builder for unlimited access

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.