REX conference 2014

1. Branding & Marketing Challenges Investment or Cost? Successful Branding... Smart Marketing March 2014

2. 2 Who we are... • International strategic branding and design consultancy • We work in the retail, financial, real estate and corporate sectors SCG London: Who We Are... • International strategic branding and design consultancy • We work in the retail, financial, real estate and corporate sectors

3. 3 What we do... SCG London: What We Do...

4. 4 Who we work for...SCG London: Who We Work For... Example 1: The latin logotype in horizontal format reversed white-out of background colour Example 2: The latin logotype in horizontal format within the exclusion area (freespace) Yeni GLOBEX BANK logosu Eski GLOBEX BANK logosu

5. 5 Agenda • The changing consumer • The changing marketing landscape • Innovation in centre marketing • Strategic brand positioning • Delivering the promise

6. 6 Shopping centres are destination brands The Challenge: To achieve a synergy of branding and marketing Positive Differentation... Delivering the Promise... Optimising Resources Brand Equity = Image and Reputation = Capital Value Your brand is an asset... that needs to nurtured and managed

7. 7 The changing consumer Staying Relevant!

8. 8 Different customer generations... ...changing perceptions & priorities

9. 9 Key influence generation

10. 10

11. 11 Appealing to the Millennials’ mindset

12. 12 Targeting Millennials’ mindset Time for tech lovers to switch off and reconnect! Durex #TurnOffToTurnOn

13. 13 The changing marketing landscape “It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.” - Charles Darwin Customer led not developer led!

14. 14 Online becomes mainstream...

15. 15 Problems: Expensive High external costs - ad creation, media buying, printing etc One way process - passive consumers Outward bound only Difficult to track results TV, radio, billboard, newspaper and magazine advertising, direct mail, brochures and leaflets ‘Traditional’ media - ‘push’ marketing

16. 16

17. ‘Talking at’ consumers, not interactive “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” John Wanamaker (1838 - 1922) US Departments Stores owner & ‘Father of Advertising’ ‘Traditional’ marketing MESSAGES AWARENESS INTEREST ACTIONDESIRE

18. 18 Media: fully responsive websites... search engine optimisation... blogs... social networking... forums... photo sharing... video campaigns... social bookmarks... banner ads... pay-per-click advertising... email marketing... • Lower external costs • Harnesses word-of-mouth marketing • Builds direct relationships with customers • Direct communication and feedback • Response is more measurable and available immediately • Ability to drill down into target demographics for accurate reach • Accessible to any size business • Greater internal involvement ‘New’ media - Interactive marketing

19. 19 Photosharing Social Networking Video Campaigns Forums Blogging Social Bookmarks Interactive, continuous process Focused on richness of content Empowered consumers making informed decisions Consumers exerting positive (and negative) influence on others’ decisions Website “A brand is the sum of all conversations happening around the brand “ Customer & Market Insight Advocacy Viral Leverage Conversation & Community Create Awareness Leverage Feedback Develop Loyalty Achieve a ‘virtuous circle’Talking... Engaging... Responding ‘New’ media...

20. ‘New’ media - interactive marketing Problems: • Much more demanding on internal resources • Social media profiles must be proactively and consistently managed • Content input and customer response • Internally driven not just externally sourced • Therefore higher internal costs • Relies on target customers being highly internet interactive • Mismanagement will create exposure and damage reputation

21. 21

22. 22 Focused Messages Centre Brand Photosharing Social networking Video campaigns Forums Blogging Social bookmarks Traditional channels are no longer the primary marketing media They often act as an awareness enhancement tool for online marketing Online MediaTraditional Media Push & Pull ‘New’ media - interactive marketing

23. 23 Lines between new and more traditional media channels have converged Need to coordinate marketing activities to maximise resource effectiveness Paid Media Traditional Ads Owned Media Brand Content Social Media Shared content Earned Media PR coverage Converging media Brand & Message Synergy

24. “Empowered consumers will continue to increase the influence they exert over a brand’s messaging and communication, and brands will respond by innovating on ways to co-opt consumers / consumer messaging.” Innovative Centre Marketing

25. 25

26. 26 Targeting & Incentivising Special website and card aimed at the youth market. Card gives invites and discounts to special events. Fashion focused social media & PR activity. Kanyon, Istanbul, Turkey Strategic marketing

27. 27 Disarming honesty • Gains the customers’ confidence • Unusual campaign with a touch of humour • Incorporated results of customer satisfaction survey into a marketing campaign • Full page newspaper ads communicated both positive and negative feedback • Reinforced sense of transparency and trust Strandtorget, Lillehammer, Norway Traditional marketing with a difference

28. Brave & attention grabbing • Pink Ribbon Campaign: “Today we show you the breasts of 40 of our employees. We want to keep every single one of them.” • Generated widespread support and press coverage. Cause related marketing with a difference Magasinet Drammen, Drammen, Norway

29. Daring & taking the initiative With street entertainment forbidden in public places, the 2 centres capitalised on the upheaval coverage dominating the media. Presented in a festival setting, this inaugural PR event featured street performers from all over the world, driving staggering visitor traffic into the centres. PR... event marketing with a difference Marmara Forum/Forum Istanbul, Turkey

30. Targeted, Branded, Profitable Ladies’ Night’ Evening: fashion events, makeovers, pampering, offers one off discounts 7-10pm when centre is normally closed Double decker ‘Beauty Bus’, roaming fashion show, DJs... Local mix of paid advertising, PR and social media 6,000 shoppers; over £220K retail sales in 3 hours 83 retailers took part 35 bloggers / media attended 27 items of media coverage, 1.5m reach 57% increase in fan activity on St David’s Facebook page 35% increase in new page fans during campaign 187 page shares for 2 competition giveaways 996 click-throughs from Facebook ad to Ladies Night’ homepage 192,000 individuals from target area reached Total Budget: £26,000 (ROI 9:1) St Davids, Cardiff, Wales Successful tactical campaign

31. Multichannel, Extended Reach • 500,000 Rand Xmas Promotion 8:1 return on investment. Drew footfall of 3.5 million visitors in December 2012 • 4% increase over December 2011 Paper entry forms plus social media and QR codes generated greater number of competion entries - 17,057 “Consumers still enjoy tactile, ‘real’ entry mechanisms. We realised that all possible means of entry should be made available so that consumers can utilise whichever channel they feel most comfortable with.” Gateway, Durban, South Africa Successful tactical campaign

32. Strategic Brand Positioning Destination brand development Audience expectations Tenant retail partnerships First choice shopping experience

33. Positive brand vision Incongruous name/identity 2013 rebranded Group & centres to ‘intu’ “There was a time when our business was fairly straightforward. We created buildings and filled them with shops. We kept them clean, comfortable and attractive. We marketed spaces, collected rents and encouraged people to visit us. But things change. These days people expect far more from their shopping centres.” Capital Shopping Centres Group Developer brand positioning

34. Building Authority Recently launched: • Downloadable recipe book • Fashion blog Westfield, London Strategic marketing • ‘Pulse’ with original content promoting tenant brands + links to related social media

35. Keeping the brand fresh Website plays key role in ongoing promotion of image, information, tenant brands, events etc Esentai Mall, Almaty, Kazakhstan Strategic brand positioning

36. Creatively overcoming restrictions Challenges: Traditional marketing routes highly regulated and restricted • Hoarding - no advertising of any kind , even the name of the centre, high costs • Advertising - no images of women • Promotional - no physical engagement such as street style promotional campaigns • Events - no women celebrities or performers and no ‘virtual’ women New Luxury Mall in Saudi Arabia Strategic brand positioning

37. Creatively overcoming restrictions Pushing the limits Playing it safe Saudi Arabia Challenges Strategic brand positioning

38. Social Media Freedom Saudia Arabia leads the Middle East social media scene in: • Facebook user rate • Twitter use (3m users, 30% of the global Arabic tweets) • Youtube viewership - highest in the world • Active LinkedIn users (over 840,000) Female bloggers are particularly active Strategic brand positioning Saudi Arabia Challenges

39. Blog as branddriver New Luxury Mall in Saudi Arabia Strategic brand positioning

40. Delivering the Promise...

41. 41 Delivering the promise - Centre management challenge SCG London Page 16 A renewed management culture? - Less landlord facilities manager More retailer partner Centre Management Team PA & Network Administrator Centre Director Fire Officer Environmental C0-ordinator Retail LiaisonClerk of Works Bldg. Ops Commercialisation Marketing System & Administration System & Administration System & Administration System & Administration System & Administration System & Administration SecurityHousekeepingMaintenance MarketingAsst Centre Director Operations Bldge. Srvs New shared visions... aspirations Changing mindsets... “our people make the difference” Creating the brand experience “our people make the difference” Shared visions... aspirations

42. 42 Delivering the promise - The Kaleidoscope Experience Kaleidoscope project overview 42 Website Homepage Kaleidoscope project overview Smartphone app Connecting the brand Kaleidoscope project overview 55 Promotional - seasonal campaigns Spring Kaleidoscope project overview 73 Kaleidoscope characters Ice skating Добро пожаловать на каток Привет! Хочешь со мной покататься? Записывайся в детский клуб катания на коньках «Калейдоскоп». Вся информация на стойке регистрации. Прокат коньков Прокат коньков – Цены Взрослый билет (1 час) – 300 рублей Детский билет (1 час)- 200 рублей Билет для членов клуба (1 час)- 150 рублей Клубная карта Мишкин клуб катания на коньках Клубная карта Мишкин клуб катания на коньках Клубная карта Мишкин клуб катания на коньках ЛедоваяАрена ЛедоваяАрена

43. Creating Brand Synergy™ t: +44 (0)20 7371 7522 f: +44 (0)20 7371 8351 e: info@scglondon.com www.scglondon.com

REX conference 2014

REX conference 2014

Recommandé

Contenu connexe

Tendances

Tendances(20)

Similaire à REX conference 2014

Similaire à REX conference 2014(20)

Plus de SCG International

Plus de SCG International(15)

Dernier

Dernier(20)

REX conference 2014