Premium estate agency, Fine & Country has diversified its National Advertising and Marketing strategy with the inclusive of new media such as podcast advertising and more recently breaking into radio.
Chief Marketing Officer for Fine & Country, Emilie Despois, says: “Through the support of the network and our National Advisory Council (NAC), we have always had an extensive advertising strategy within the national print and online media, ensuring we gained maximum exposure for the network through those mediums. As our network and advertising spend has grown, so has our ability to push into different types of media creating a multi-platform strategy that explores a variety of other avenues that will benefit both the brand and our network of agents.”
Despois adds that the brand has seen a lot of success through podcast advertising campaigns, which saw an increase in Fine & Country’s brand awareness. “Following the success of the podcast campaigns, we wanted to take our audio campaigns to the next level by including radio. Our research reveals that following national print, online and podcast advertising, radio in one of the top channels that grabs the attention of customers within the prime property sector of the market – Fine & Country’s target audience,” she adds.
According to Despois, while many brands reduced their advertising spend during the pandemic, Fine & Country increased advertising spend and has continued to push the promotion of the brand and find new opportunities to raise brand awareness ever since. “Ideally, we want to ensure that we are covering all the types of media our target audience would access and engage with. Brand visibility and awareness is key to ensure that Fine & Country is top of mind when a vendor want to list their home, or a buyer is looking for a property within the upper quartile of the market. Our extended multi-channelled approach will ensure we reach a larger targeted demographic than ever before,” she comments.
The radio adverts will be broadcast in two bursts of six weeks each, across three radio stations, remaining Absolute 80s, Classic FM and LBC UK.