For each project marketing campaign, supporting it is a strong communications strategy. DisplaySweet has built close ties with some of Australia’s most respected and celebrated property agencies, who have created some of the country’s most successful campaigns.
One of these is the Trish Nicol Agency (TNA), who have worked on several high-profile luxury developments alongside DisplaySweet like AURA by Aqualand in North Sydney and more recently on Ode by Top Spring Australia in Double Bay.
With a reputation for outstanding luxury marketing and communications in the high-end residential space, we sat down with Trish Nicol, Owner at TNA to learn more about their hands-on approach.
- Tell us a little about your company and what they do?
TNA is a luxury marketing communications and reputation management agency. We have been established for 19 years, and work with clients in the property, luxury, design and retail sectors, with a digital focus.
We develop strategic communication campaigns which integrate public relations (PR) with advertising, social media, events, content creation and online strategies to achieve brand awareness in an ever-changing media landscape.
- How would you describe your underlying philosophy?
Digital marketing and social media have fundamentally changed the way PR works, and it no longer works in isolation. We believe what works now is an integrated approach to communications, layering PR with paid media, events and activations, social media, influencer engagement and brand collaborations.
Now you really need a strong story to tell if you want to generate media coverage. Too often clients shift to ‘sell mode’ pushing their company or product news in a media release. We need to think more about what readers want to know, and instead of telling your audience about your company, try showing your expertise or turning your best features into useful tips or advice.
- What trends are you noticing at the moment in the property or technology industries?
Property is embracing social media more so now than ever previously for brand awareness but still isn’t using the medium as effectively as other industries. Social media isn’t just for Gen Z anymore, and influencers in the space have opened a lot of opportunity to reach new audiences.
Social media – Linkedin, Facebook, Instagram, TikTok – is a great place to generate brand awareness that is still largely untapped in the industry. When I was pitching it 7 years ago, no one was interested. Now, there is much more interest in social media in the property industry.
- What’s the most important part of an off-the-plan sales campaign to you?
PR is usually brought on just before launching the development, however we can add more value by being involved earlier. Many projects can generate much greater PR and brand awareness if concepts are built into the project in the earlier stages.
By bringing on collaborations and partnerships with brands and individuals earlier during the design phase, we can collaborate by helping to create CGI’s that will work better on social media. We could also work with likeminded brands when developing display suite concepts that have Instagrammable moments or areas.
- DisplaySweet and TNA are collaborating on some stunning projects. Why are our businesses so well matched?
I believe we both look at how projects can really stand out and are always looking for new ways to drive awareness and enhance the purchaser experience, rather than relying on the same approach for every project.
- At the end of a project, what does success look like?
A happy client. A project which has stood out. Working with a client who is willing to try new marketing ideas to generate brand awareness.
- Why is using sales technology important to the success of a project?
Technology helps purchasers visualise an off-the-plan development. Half the battle – I believe – is getting them to see themselves within the property, to visualise it and to feel confident they know what they are getting.
Technology is also there to inspire and create an emotive response, and when used in a display suite environment, it helps to make the project come alive and streamlines processes for agents.