REX conference 2014

Branding & Marketing Challenges Investment or Cost?

Successful Branding... Smart MarketingMarch 2014

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

SCGLondon:WhoWeAre...

• International strategic branding and design consultancy• We work in the retail, financial, real estate and corporate sectors

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What we do... SCGLondon:WhatWeDo...

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Who we work for...SCGLondon:WhoWeWorkFor...

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

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Agenda

• The changing consumer

• The changing marketing landscape

• Innovation in centre marketing

• Strategic brand positioning

• Delivering the promise

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Shopping centres are destination brands

The Challenge: To achieve a synergy of branding and marketingPositive Differentation... Delivering the Promise... Optimising Resources

Brand Equity = Image and Reputation = Capital Value Your brand is an asset... that needs to nurtured and managed

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The changing consumer

Staying Relevant!

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

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Key influence generation

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Appealing to the Millennials’ mindset

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Targeting Millennials’ mindset

Time for tech lovers to switch off and reconnect!Durex #TurnOffToTurnOn

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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!

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Online becomes mainstream...

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Problems:Expensive High external costs - ad creation, media buying, printing etcOne way process - passive consumersOutward bound only Difficult to track results

TV, radio, billboard, newspaper and magazine advertising, direct mail, brochures and leaflets

‘Traditional’ media - ‘push’ marketing

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‘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

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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

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Photosharing

Social NetworkingVideo Campaigns

Forums

Blogging

Social Bookmarks

Interactive, continuous processFocused on richness of contentEmpowered 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...

‘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

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Focused MessagesCentreBrand

Photosharing

Social networking Video campaigns

Forums

Blogging Social bookmarks

Traditional channels are no longer the primary marketing mediaThey often act as an awareness enhancement tool for online marketing

Online MediaTraditional Media

Push & Pull

‘New’ media - interactive marketing

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Lines between new and more traditional media channels have converged Need to coordinate marketing activities to maximise resource effectiveness

Paid MediaTraditional Ads

Owned MediaBrand Content

Social MediaShared content

Earned MediaPR coverage

Converging media

Brand & Message Synergy

“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

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Targeting & IncentivisingSpecial website and card aimed at the youth market. Card gives invites and discounts to special events. Fashion focused social media & PR activity.

Kanyon, Istanbul, TurkeyStrategic marketing

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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, NorwayTraditional marketing with a difference

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 differenceMagasinet Drammen, Drammen, Norway

Daring & taking the initiativeWith 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 differenceMarmara Forum/Forum Istanbul, Turkey

Targeted, Branded, Profitable

Ladies’ Night’ Evening: fashion events, makeovers, pampering, offers one off discounts7-10pm when centre is normally closedDouble 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 hours83 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 page35% increase in new page fans during campaign187 page shares for 2 competition giveaways996 click-throughs from Facebook ad to Ladies Night’ homepage192,000 individuals from target area reached

Total Budget: £26,000 (ROI 9:1)

St Davids, Cardiff, WalesSuccessful tactical campaign

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 AfricaSuccessful tactical campaign

Strategic Brand Positioning

Destination brand development Audience expectationsTenant retail partnershipsFirst choice shopping experience

Positive brand visionIncongruous name/identity2013 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 GroupDeveloper brand positioning

Building AuthorityRecently launched:• Downloadable recipe book • Fashion blog

Westfield, LondonStrategic marketing • ‘Pulse’ with original content promoting tenant

brands + links to related social media

Keeping the brand freshWebsite plays key role in ongoing promotion of image, information, tenant brands, events etc

Esentai Mall, Almaty, KazakhstanStrategic brand positioning

Creatively overcoming restrictionsChallenges: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 ArabiaStrategic brand positioning

Creatively overcoming restrictions

Pushing the limits Playing it safe

Saudi Arabia Challenges Strategic brand positioning

Social Media FreedomSaudia 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

Blog as brand driverNew Luxury Mall in Saudi ArabiaStrategic brand positioning

Delivering the Promise...

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Delivering the promise - Centre management challenge

Page 43SCG London Page 16

A renewed management culture? - Less landlord facilities manager More retailer partner

Centre Management TeamPA & NetworkAdministrator

CentreDirector

Fire Officer

EnvironmentalC0-ordinator Retail LiaisonClerk of Works

Bldg. Ops Commercialisation

Marketing

System &Administration






SecurityHousekeepingMaintenance

MarketingAsst CentreDirector

OperationsBldge. Srvs

New shared visions... aspirations Changing mindsets... “our people make the difference”

Creating the brand experience

“our people make the difference”

Shared visions... aspirations

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Delivering the promise - The Kaleidoscope Experience

Kaleidoscope project overview 42

WebsiteHomepage


Smartphone appConnecting the brand


Promotional - seasonal campaignsSpring


Kaleidoscope characters Ice skating

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Ледовая А

рена

Ледовая А

рена

Creating Brand Synergy™

t: +44 (0)20 7371 7522 f: +44 (0)20 7371 8351 e: [email protected] www.scglondon.com