"Can I create perceived value for the consumer that is more than just a place to live?"
Mindy Price and Bonin Bough begin this episode by reflecting on Bonin’s career thus far. He discusses some of his successful marketing campaigns, his lecture series “Hackonomy,” and his book Txt Me. Through his various projects, he has focused on being present and changing his mindset, noting that what got us where we are today might not get us where we want to go tomorrow.
This process of reinventing oneself each day in order to grow is advice he gives to companies who want to keep evolving in these challenging times. He discusses how allowing himself to think outside the box and embrace the magic of childlike curiosity led to some of his most successful marketing campaigns. He has taken great pride in executing projects that many deemed impossible and required struggle, and he also recognizes the power in seeing those you work with get to grow and transform.
Finally, Mindy and Bonin discuss strategies for marketing apartment communities. Bonin’s advice is to focus on creating value in your assets outside of simply the living experience and sell that experience in a new way. Whether it is optimized outdoor spaces or smart locks and thermostats, these personalized products add value that creates an emotional connection, thus enhancing a community’s appeal.