Effective Retail Marketing
Introducing Retail Marketing
We execute proactive, commercially driven, result backed, marketing strategies
•
Focus on ROI – quantifiable benefits include increases in footfall, supporting retailer sales and improving leasing prospects
•
British BID’s commercial partner
•
Experience of managing onsite teams and liaising with multiple teams across an asset
Le as in g
•
keting Mar
Industry Leaders - Purple Apple, SCEPTRE, Northern Marketing Awards and Chamber of Commerce Awards
n
We adopt a 360 degree approach with clients meaning not one area is looked at in isolation
•
et Managemen Ass t
Com m e r cia li s a tio
•
Currently working on over 80 assets including Retail & Leisure Parks, Outlet Schemes, Shopping Centres and Business Improvement Districts
PMA Accredited
Prope rty M an a
•
Team of over 35 Marketing and Commercialisation professionals offering full UK coverage with teams based in London and Leeds
•
h arc se Re
•
Specialist fully integrated marketing agency, working for multiple clients and managing agents
t en m ge
•
3
The building blocks of our team We help clients win hearts and minds by turning everyday spaces into unforgettable performing places.
Essence
We give our clients a fuller, more detailed and more effective service, all underpinned by unrivalled originality and superior research. We’ll transform everyday outlets into must-see destinations in their own right, creating experiences so special your audiences won’t just return again and again, they’ll spread the word for you. Best of all, we’ll make boosting retailer profits and improving user environments a certainty, as well as making sure the road to achieving these goals is as smooth and enjoyable as it gets.
Promise
Personalit
Values
Benefits
Truths
y
We’re youthful, vibrant and visionary. We’re also inquisitive and intelligent, with a burning desire to understand our clients and their worlds so we can deliver results that are 100% relevant, not just brilliant. Fun to work with, friendly to be around yet always perfectly professional – that’s us to a tee.
We prize innovation and creativity in the same way we value collaboration, because it takes all of these things to make our partnerships with clients succeed. We’re also a business built on integrity, living up to our responsibility to help enhance the lives or grow the livelihoods of all the individuals, businesses and communities our work affects.
We’re true experts in a commercially critical niche, and we’re backed by JLL: a leading global organisation with a reputation you can count on. Using speciality disciplines like our unique in-house Commercialisation service, we deliver measurable return on investment through our powerful mix of creative thinking and proven strategic genius. We work harder than anyone to handpick the talent we need for delivering exceptional results. Then we give those people the support and resources – as well as the freedom – to do their jobs brilliantly. Result focused and committed to building lasting client partnerships, we’re a team with ‘doing things better’ in our DNA.
Team Structure
Kaye Walker
Head of Marketing & Commercialisation
DIGITAL
Sally Sookia
Associate Director Leeds Office
Associate Director Digital Leeds Office
Lisa Nuttall
Digital Marketing Manager Leeds Office
Digital Marketing Executive Leeds Office
Rachel Brown
Digital Marketing Executive Leeds Office
Senior Marketing Manager Leeds Office
Senior Marketing Manager Leeds Office
Marketing Manager Leeds Office
Digital Marketing Executive Leeds Office
Louise Scott
Marketing Executive Leeds Office
Associate Director Leeds Office
Katherine Busby
Jennifer Anderson
Amy Reed
Annalisa Johnson
Marketing Manager Leeds Office
Marketing Executive Leeds Office
Fern Lyons
Associate Director Leeds Office
Senior Marketing Manager Leeds Office
Nicole Prezewozniak
Laura Norton
Chris Coleman Brown
Amy Hodges
Laura Dean
Marketing Assistant Leeds Office
Claire Johnson
Associate Director Leeds Office
Pippa Woodstock
Senior Marketing Manager London Office
George Henderson Marketing Manager London Office
Marketing Executive Leeds Office
Zara Elliott
Victoria Ashwell
Marketing Administrator Retail Marketing
Team Secretary
COMMERCIALISATION
MARKETING
Laura Shimells
Laura Booth
ADMIN
Senior Marketing Manager London Office
Marketing Manager London Office
Emma Kate Rowley Marketing Executive Leeds Office
Associate Director Leeds Office
Associate Director London Office
Laura Parker
Lynsey Thomson
Airyn Skene
Anna Rippin
Sarah Rawlings
Marketing Manager London Office
Tom Farley
Senior Commercialisation Manager - Leeds Office
Vivian Warren
Catherine Bower
Commercialisation Manager Leeds Office
Commercialisation Assistant - Leeds Office
Nicola Thompson
Commercialisation Administrator - Leeds Office
Tiffany Evans
Marketing Executive London Office
Marketing Administrator Leeds Office
5
Our Clients We currently deliver marketing activity for a number of landlords and work across both JLL managed and non-managed properties.
TESTIMONIALS The Power of the Team – delivering effectively and passionately “The Marketing has improved drastically since you have been involved. We see your team as an extension of our team and through working together collaboratively the results we have achieved have been excellent.” James Boyd Phillips – Head of Retail LaSalle
Events – delivering results differently “The quality of your events is excellent and the retailer engagement and subsequent results they have achieved is really pleasing to see” Angus Stenhouse, Standard Life Investments Asset Manager
Making Improvements – enhancing the offer “I cannot thank you enough, the Marketing has significantly improved since you have been involved” Sharon Bloodworth, Grosvenor
Changing the Face of Marketing - turning around problematic accounts “It is so refreshing to have such enthusiastic individuals working on the account. The difference in the feel and atmosphere at the centre is incredible. You have done a fantastic job and I look forward to hearing what is planned for next year ” Kevin Critchley, Centre Director
7
Our Services We deliver proactive commercially focused strategies that are founded on the achievement of solid business results. rtise Our expe
includes…
Full Service Marketing Agency
Digital
Events
•
Marketing Analysis
•
Websites
•
Event management
•
Marketing Strategy development
•
Online
•
Brand Partnerships
•
Stakeholder Relations
•
Social Media
•
Media buying
•
ROI Reporting
•
Receivership Instructions
•
Leasing
Creative
Link with commercialisation
•
Leasing support
•
•
New development launches & re-launches
•
Pop Up Retail
Creative concepts and campaigns
•
Tenant Liaison & communication plan
•
Void units
•
Rebranding
•
Signage
Public Relations
Branding
•
•
Public Relations & Crisis PR
Placemaking
Commercialisation
9
Leading the industry in innovation Our success and continuing growth is founded upon excellent client relationships together with our drive to develop industry leading initiatives and world class innovation. Recent notable successes have included…
•
Overseeing rollout of free Olympic standard Wi-Fi services across client portfolios with installs scheduled for completion across over 60 Shopping Centre and Retail Park locations
•
1st agency in the UK to rollout Google Interactive Maps across its client accounts
•
1st agency to roll out Pop-Up stores with highlights including the launch of Trinity Leeds and the POP UP floor at Whiteleys amongst others
•
1st destination in the UK to launch social media
•
1st destination in the UK to launch brand ambassador programme
•
UK Shopping centre 1st with Augmented Reality Fashion show Zap It Unzip It.
Retail and Leisure Partnerships
Brand Partnerships
We place huge emphasis on working closely with tenants of any asset, working to maximise their involvement in all marketing activity. We already work with a number of your occupiers including;
Over the years we have partnered with a number of leading organisations for our clients to deliver events, CSR strategies or PR campaigns. Here are a few of our recent collaborations;
Incredible Edible Gingerbread House
Love Lock and Bag it. Beat it.
Whiteleys Pop Up Floor
Dinosaur Exhibition
Muppets Most Wanted, Planes
Artizan Chewing Gum Factory
11
Case Studies udies to showcase st se ca of s rie se a ed We have includ following areas… our abilities across the
Placemaking – building a brand
PR – creating talk ability
Events with Impact
Let’s get digital
Supporting Sustainability
B2B and B2C working in harmony
13
Placemaking – building
a brand
I’ve found my place... midsummer place During 2012 Midsummer Place embarked on a brand building campaign to position the Centre as The Fashion Quarter of Milton Keynes. As the newer, smaller shopping centre in Milton Keynes, Midsummer Place previously struggled with a reputation as being ‘the new bit’ of the adjacent shopping centre, thecentre:mk. The marketing team found a creative and highly effective way to communicate its core offering of leading fashion and brands for all ages achieving stand out from competitors. The campaign pushed the retail mix and generated a positive uplift in footfall and sales figures and positioned the Centre as a fashion destination. Midsummer Place conducted research which showed that many respondents were unaware of the mix of young retailers perfect for the core shopper and it was therefore essential that the campaign highlighted the retail mix and created an identity for the Centre. For people to recognise Midsummer Place in its own right and associate the strong retail mix, the creative campaign needed to be eye-catching, fashion-forward and completely unique to the marketing styles of locally competing centres.
The Midsummer Place ‘I’ve Found My Place’ marketing campaign sought to provide a strong brand identity for the Centre, positioning Midsummer Place as a leading fashion shopping destination and to promote the impressive retail mix through a humorous and confident attitude.
RESULTS •
Sales hit an all-time record with a third of retailers reporting a very positive uplift in sales.
•
Footfall reached 17,426,890, a 2.5% increase YOY.
•
Primary and secondary catchment areas targeted through advertising.
•
Mapping of postcodes gathered from promotional activity indicated an increase in the targeted under-performing zones in the secondary catchment (Bedfordshire, Luton, Aylesbury) and shows the targeted affluent demographics of Wealthy Achievers and Comfortably Off were reached.
•
Coverage generated £956,391 PRV against a budget of £113,869.31, generating a 1:8 ROI, against the industry standard of 1:3.
A mix of marketing was used including: •
Advertising
•
Digital
•
Facebook - Engaging content focused around the Centre’s leading brands and fashion stores, trendled style updates and exclusive competitions that would appeal to the Centre’s core demographic and enable Midsummer Place to position it as a fashion authority within Milton Keynes.
•
Twitter - The platform focused on communicating offers available at stores to establish a ‘goto’ place for shoppers to get up to the minute information to get the most out of their shopping experience at Midsummer Place.
•
Pinterest - Enabled the Centre to establish a very visual representation of The Fashion Quarter brand through ‘pinning’ the latest trends and products as well as wider fashion inspiration.
•
Events & Promotions - shoppers had the chance to win a £1,000 shopping spree in the Centre. The competition drove over 750 entrants and had an opt-in rate of 75%. Facebook likes increased by 80% during the competition period.
15
a brand Placemaking – building
Gretna Gateway Outlet Village Gretna Gateway Outlet Village is situated on the Scotland/England border directly adjacent to the M6 and M74. For 2014 a radical new destination positioning has been created with enhanced investment in TV advertising to maximise the wider catchment opportunity as defined by FSP, independent retail research consultants. TV Campaign creative shifted from a previous illustrated productbased style to a pop-up book which captivates readers with different scenes showcasing the breadth of the retail offer, brand line-up and easy-to-access location. Seasonal variations have been created to maximise transmission impact and deliver footfall and sales performance at key trading times.
RESULTS •
Against record breaking results achieved in 2013; Gretna Gateway Outlet Village footfall is currently up 6.4% year on year with April, June and August showing gains of over 10% against the respective months last year.
•
Total Net Monthly Sales figures, are up 8.6% year on year with March, June, July and August showing double digit growth of previous best ever year results.
•
August 2014 (5 weeks) was the most successful month in the 15 year history of Gretna Gateway Outlet Village, surpassing all previous Christmas trading periods with December 2014 anticipated to establish a new benchmark for footfall and total sales activity.
17
The Snapper Jaxx kids clubs were born from the desire to deliver innovative and imaginative experiential free family events that would build customer loyalty and drive retailer sales across multiple assets. Whilst also assisting with the wider marketing strategy objective for each of the assets to combat online retailing. A number of our clients had run kids clubs before but had always failed to deliver the level of creativity and imaginative play that children crave, and therefore failed to generate customer loyalty and repeat visits. Using specialist performers, the events provided imaginative, exciting interactive sessions for children – entertaining them with themed character performances, teaching
Snapper Jaxx was developed as a single brand that children could identify with and relate to, it was also developed to be able to run across multiple centres as a portfolio initiative and be adaptable to individual centre needs and requirements. Different themes were created each month to encourage return visits: •
Outer Space
•
Farmyard Fun
•
Bug’s Life
•
Roaring with Dinosaurs
•
All Aboard the Pirate Ship
•
Zappy Zoo
•
Under the Sea
•
Jungle Swing Thing
•
Roll Up to the Circus
•
Monster Mash
•
Elf & Fitness
2014 DS AP
W AR
E
PL
As part of a campaign to encourage children to get creative, JLL launched a quirky, engaging and active kids club at several shopping centres and retail parks across the UK.
them new songs, new crafts and plenty of reasons to come back to the next session!
UR
Snapper Jaxx Bringing out the pirate, spaceman, tiger and caveman that lives in every child….
R
e family
an experience for all th
BCSC P
livering Events with Impact – de
IT WINN ER E M
PLE
M A R K E TI
NG
A
RESULTS •
Average of 250 children attended each session
•
Footfall increased on average 12% MOM
•
Number of participating retailers; 20+
•
Retailer sales increased on average by 15% MOM/12% YOY
•
HTML click thru rate of 24%
•
Facebook likes increase MOM by 11%
•
Supported by Disney competition giveaways
•
Purple Apple Award Winner
Retailers were contacted prior to each event and details of their involvement were promoted on printed collateral and online.
19
livering Events with Impact – de
e family
an experience for all th
CSR – Junior Rangers To deliver a unique place-making activity for Pyramids Shopping Centre in Birkenhead during the 2014 school summer holidays a void unit was transformed into an indoor forest that offered free, fun and interactive experiences for children to enjoy. The activity harnessed the relationship between Birkenhead Park and Central Park in New York (which was founded on the former) by running live SKYPE sessions between Rangers and children in both locations on set shared activity days. Notable highlights of the 6 weeks of events included live animal handling days with a variety of birds and reptiles, Gruffalo story days and forest school lessons.
RESULTS •
Over 12,500 children visited Junior Rangers over the 6 week period (18 days in total)
•
Over £50,000 PR value was achieved with pre, during and post coverage across local media titles and BBC Merseyside.
•
The Junior Rangers activity delivered 1,183 new Facebook fans, 184 new Twitter followers and achieved 746,949 impressions.
21
IT WINN ER E M
Research shows that the Brunswick customer is time poor but experience rich. Leisure time is precious and they choose how to spend it carefully, with high expectations of any events or services. Food architecture became a much talked about topic prior to the event with shows from innovative food artistes such as
Key to the success of the event – was a simple execution which would have plenty of ‘wow’ factor and would also serve to simultaneously raise the profile of the Centre to adults and children alike. Key facts about the build of the house were fashioned into bite size news nuggets which were included in the PR story:
• The house, garden and all of its features accumulated to a staggering 1.5 million calories – enough for a human to run 500 marathons! • The house took over 600 man hours to construct.
2014 DS W AR
PLE
M A R K E TI
NG
A
•
Footfall up 4.7% compared to the same period YOY –in comparison to footfall at a national level which was down 2.2%.
•
Footfall up 28.9% against the same period week on week.
•
More than 5,000 people visited the Gingerbread House including Children’s BBC television presenter Kirsten O’Brien.
•
The Brunswick Centre raised an incredible £5,046 for Great Ormond Street Children’s Hospital.
•
The event generated a huge amount of press coverage – over 58 pieces with a total AVE of over £144,277. With total costs of £36,000 the ROI of the campaign was 1:4.
•
Broadcast support was huge – BBC London Radio interviewed the architect of the house, ITV’s Daybreak presenters Adrian Chiles and Christine Bleakley talked about the house on-air since the PR team had sent them a slice of the tiles and BBC Breakfast News came down to the opening day.
•
Opportunities to See (Print) – 6,344,136 million.
•
Opportunities to Hear – 2,766,143.
•
Print coverage highlights came from Financial Times News, Guardian Guide, Independent Listings, Sunday Times Style Magazine, Time Out London and Waitrose Weekend magazine.
•
The preview video was viewed almost 2000 times on Youtube and the video of the event itself has been viewed 354 times.
•
Purple Apple Award Winner.
• The cupcake garden contained over 1200 cakes. • Two cubic metres of marshmallows and 150kg of jelly sweets were used in the installation.
AP
RESULTS
• 200kg of gingerbread was used to build the house (same weight as an average lion). • The house was tiled with 120kg of short crust pastry and painted with 50kg of chocolate.
E
PL
INSPIRATION
Heston Blumenthal’s permeating the public consciousness. The Centre wanted to explore this fashionable theme by creating a totally unique, edible, interactive piece of art, whilst making good use of an empty unit. There was even greater resonance with the ‘art’ theme since the Centre sits on the site of the former Brunswick Gallery.
UR
Imagine entering your very own fairytale – where clouds are made of meringue, gardens are colonised by cupcakes, chimneys puff out popcorn and waterfalls flow gently with marshmallows. For visitors to London’s Brunswick Centre, this was a reality as our team marked a shopping centre first with the advent of their Incredible Edible Gingerbread House. This deliciously different visitor attraction was displayed within an empty unit for a period of 3 days and was viewed by over 5,000 enchanted visitors. Not only did this sensory feast increase footfall by almost a third (week on week) it generated over £140,000 worth of press coverage AND raised over £5,000 for Great Ormond Street hospital.
BCSC P
Incredible Edible Gingerbread House
R
rience for all the family
livering an expe Events with Impact – de
23
2012
A
DS AP
W AR
E
PL
The ground breaking kinetic 20ft Norwegian spruce was developed with award winning sustainable technology innovators, Pavegen Systems, makers of paving slabs that generate electricity by harvesting energy from shoppers’ own footsteps. The event provided local engagement around sustainability, adding fun and entertainment to energy issues.
UR
In 2011, even the Centre’s Christmas tree was ‘green’! Completely turning the notion of Christmas excess on its head, the Centre used the festive season as a platform to educate children as to how they could help save their planet with an innovative people-powered kinetic Christmas Tree.
BCSC P
SUSTAINABLE CHRISTMAS TREE
ER
y
Supporting Sustainabilit
RD WINN WA
PLE
M A R K E TI
NG
A
RESULTS •
20% increase in footfall, 500,000 visitors
•
61% increase in footfall MOM
•
National press coverage in the Daily Express
•
3,000,000 opportunities to see
•
£37,000 worth of press coverage
•
Purple Apple Award Winner
25
y
Supporting Sustainabilit
Eco Lounge, Dolphin shopping centre Over the February half term, families were invited to help transform a vacant unit into an Eco Lounge, decorating the space with materials recycled from the shopping centre. Different activity workshops were hosted each day. The event aimed to drive footfall during the half term period as well as emphasise the centre and landlord’s focus on sustainability. It also aimed to brighten a vacant unit that has been sitting unused for over a year.
RESULTS •
Footfall up 7.5% YOY
•
500kg of “waste” material went into transforming the unit
•
£9,606 of press coverage
•
604,700 social media impressions
•
399 social media interactions
27
R
IT WINN ER E M
DS AP
W AR
E
PL
The Window of Fame was developed to celebrate the centres 25th birthday, create an innovative talking point to improve relationships with the local press and continue to highlight a key area of the centre where a number of new lettings had taken place.
UR
The team worked with 200 local school children to create self-portraits and artwork in coloured vinyl’s to transform an iconic window at the centre into a 10 metre high by 4 metre wide, stain glass effect “Window of Fame.”
BCSC P
Royal Priors Window of Fame
2014
PR with Impact
PLE
M A R K E TI
NG
A
RESULTS •
Retailer sales up by 25% over launch weekend
•
£37,294 of local press coverage
•
Improved relations with the local press which helped overall PR increase by 106% YOY
•
Increased footfall by 7% YOY over the unveiling weekend v’s national benchmark of -4.3%
•
Worked with 7 local stakeholders
•
Increased website usage by 28% YOY
•
BCSC Purple Apple Award Winner in the Public Relations Category
29
R
IT WINN ER E M
AP
W AR
E
PL
The Elf and Safety team were on hand to ensure none of the children fell into the grotto and provided plenty of entertainment for all the visiting families.
UR
The activity dates were instrumental in gaining the level of campaign exposure as media were keen to focus on festive articles in week leading up to Christmas. As the campaign coincided with term ends, there was a great deal of interest from school children and parents that had brought their children to visit the activity.
DS
BCSC P
The Alternative Grotto The team commissioned trompe l’oeil artist Julian Beever to work on a spectacular ‘3D’ Christmas Path in the run up to Christmas week, situated on Park Street in Camberley.
2012
PR with Impact
PLE
M A R K E TI
NG
A
RESULTS •
Footfall increased by 24.3% on the same week last year
•
The campaign generated over 797 million opportunities to see/hear
•
PR value of £163,842
•
National press exposure, including a full page in the Daily Mail
•
24% uplift in footfall
•
Sales increases of up to 34% YOY
•
Purple Apple Award Winner
31
Digital
LET’s GET DIGITAL Crown Point Shopping Park •
•
•
Digital platforms are an invaluable marketing resource for the shopping park and are widely used by shoppers to keep up to date with both store and park news.
WARWICKSHIRE Shopping Park •
RESULTS •
Facebook fans +395% in 12 months
The website in particular is an invaluable source of content to shoppers trying to find out more about the park with over 122,000 unique visitors per year.
•
Twitter followers +1341%
•
11,607 interactions and 1,795,132 impressions in the last year
•
Monthly impressions +43%
Facebook and Twitter were launched early in 2013.
•
17% average increase in unique website visitors
•
Average of 10,200 unique website visitors per month
• •
Website and social media pages were implemented to raise the profile of the park and update visitors on key information including; retailer offers, news, events, letting opportunities, opening times, customer services, click and collect, centre information and more Website, Facebook and Twitter launched in March 2014 Pages enhance visits by cross promoting each other – social media icons are located on the homepage of the website and social media content has focused on introducing links to the website
RESULTS •
335 Facebook likes in eight days
•
Engagement is positive with 533 people engaged (+363% WOW)
•
100% of retailers supported
•
Developed 13 stakeholder relationships
33
Focus on Social
e cal area to rais rs within the lo munity m co a g in Target shoppe ild rk’s offer, bu pa e th are of sh s t/ es en comm awaren e individuals to es th e . ag rs ur fe co of to en ts and vant news, even updates on rele people ands and local br ith w ge ga En tions of monitoring men on Instagram, cal area. the park and lo ything presenting ever re ds ar bo al boards Curate visu spiration, share in ft gi to n io from fash ganisations. well as local or as rs ile ta re from , local shoppers primarily with ps hi ns tio s, la al re Build y individu eholders and ke as well as stak . rs events/offe to share news/ stakeholders cal customers, lo ith w up nk Li nt updates , sharing releva and businesses SEO. and improving engage local r key events to Utilise videos fo ndance at encourage atte shoppers and future events.
Co n t e n t: We will use the pages to share a variety of news, offers and events from retailers and local people and organisations within the local area to give added value to fans. Posts will be regular (3 to 5 times per week) and tailored differently for Facebook and Twitter.
Content will include: •
Retailer news, events and promotions
•
Customer service information - parking, opening hours, accessibility
•
Local and national news
•
Seasonal updates from Valentine’s Day and Christmas to Remembrance Day - to add a human element and enhance individual asset personality these will not always be product related
Retailers: As well as sourcing content from online and through our relationships with head offices we also provide a point of contact for tenants to send locally focused news, offers and events. We make sure to link to retailers social media pages wherever possible to further the impact these posts have.
Rather than copying and pasting information, we will develop a unique tone of voice for each asset, giving the centre more of a personality online and ensuring that even nationwide offers are applicable and appealing to the target audience for the scheme. 35
Focus on Social cont...
Relationships:
Branding:
As well as retailers, we will link up with stakeholders and local people that are prominent online. Twitter especially has many local accounts, local sports teams, local press, local community groups, mums net etc.
Our team keep up to date with the best graphic types and sizes to ensure that social media branding is appropriate and represents the schemes brand effectively. This information will be used to ensure that any branding for the scheme’s pages is in-line with regulations and ties in with the launch of the new website and any other marketing activity.
Regular social media monitoring will allow us to manage all social media conversation regarding the scheme and to be more interactive, even when the scheme isn’t tagged in posts, improving engagement and increasing the database of social media fans.
Measuring Results:
Scheduling:
To ensure the best results we combine engaging content with Facebook advertising to further success. We measure fan numbers and engagement, providing clear and regular reports.
Careful scheduling of Facebook and Twitter posts can improve interaction and so our approach is 7 days a week morning through to night. We keep a close eye on research and will monitor the schemes pages closely to ensure we are posting at the best time to reach people and to suit promotions/products i.e. promoting a lunch offer mid-morning to capture people when they still have time to act.
Regular Facebook and Twitter Competitions: Fans respond well to competitions and simple mechanics (such as like, comment and retweet) will raise awareness of the variety of retailers. A social media competition will run each month, with a focus on key events such as Father’s Day, Back to School and Halloween, as well as supporting onsite events.
Customer Service: Our team is on hand 7 days a week to deal with enquiries via the schemes Facebook and Twitter pages. We respond to all messages within 24 hours to ensure excellent online customer service.
Product of the week: Working with the retailers and head office departments, each week a product from a different retailer will be featured on social media with appropriate branding. This branding will translate instore with tags highlighting the featured product. Where possible, retailer offers will be linked to this to maximise sales.
37
Database Communication with loyal and potential shoppers is a key requirement for all modern retail destinations. A key objective for each of the assets we work on is to clean, develop and grow a dedicated database to allow for targeted email marketing to the customer base. All events and campaigns will have a data capture element, encouraging shoppers to sign up to the database. Regular targeted HTML’s are then designed and distributed to the database for each asset that will:
There will be a strong focus on growing the database and ensuring regular contact via HTML emails:
•
Utilise online database collection, ensuring sign-up is prominent on the homepage of the website and encouraging sign up through competition forms promoted across all digital channels
•
Encourage in-centre sign up through Wi-Fi, events registrations/competitions
•
Cleanse databases
•
Cross promote with stakeholders
•
Learn more about shoppers to create detailed registrant profiles and segment the database
•
Engage with shoppers to learn more about them and what/ when they want to hear from the centre
•
Utilise a series of questions to learn age, location, interests, favourite stores, when they want to hear from the centre. Several questions can be used at sign up, with one off questions throughout the year
•
Raise awareness of the destination brand and tenant mix
•
Give topical tips on what to buy e.g. Father’s Day
•
Use prizes as an incentive for shoppers to share more information as well as sign up
•
Promote retailer offers
•
•
Promote centre events and campaigns
Gather preferences and segment databases, allowing for more targeted and personalised emails
•
Use of targeted offer coupons to track sales impact included within emails with the potential to share the promotion with friends and family via email and social media
•
Respond to real time data, adapting campaign messaging when relevant to enhance success
Recruit new and upload existing shopper data: • Import existing shopper data into the database and profile against key points. • Survey existing customers to gain more data, increasing profiling through the use of online surveys sent to email addresses.
• Set up process to capture future shopper data through Wi-Fi networks or from individual promotional campaigns.
Segment and group data: Rubiks can be used to learn a variety of things about shoppers, allowing for appropriate segmentation and grouping.
• Standard demographics: Age, gender, region, SEG, MOSAIC, ACORN. • Socio-demographics: Shopper behaviours, interest and hobbies, online habits and media consumption, purchase intent. Rubiks is our team’s intelligent CRM system specifically designed for retail destinations to help them understand and connect with their customers. Rubiks enables us to recruit shoppers to the database and profile them accordingly. This data can be segmented and shoppers can be grouped (i.e. by ACORN group or by interests such as family events) for targeted communications. It also allows us to create and send bespoke email marketing campaigns, providing real time reporting for us to evaluate, assess and improve our communications.
Survey tool: As well as learning more about shoppers themselves, the survey tool can also be used to test creative campaigns and outputs.
• Test creative concepts and ideas with shoppers to assist quickly with creative development – uses heat maps allowing shoppers to highlight appealing/unappealing elements of design.
• Test live websites and apps within the survey tool – shoppers can test them and feedback regarding usability etc.
• Ensure all promotional campaigns and digital outputs are on target and understood. Email campaigns: Rubiks allows retail destinations to send targeted email campaigns, as it understands customer behaviour.
• Track and segment the shopper database ensuring that each email reaches the right person with the right message at the right time.
• Analyse email marketing results – immediately see who has opened the email and clicked the links, as well as which content was the most engaging allowing you to optimise future emails.
• Identify the best performing content – use A/B testing to send different variables to segmented targeted shoppers to track the performance of each. The top performer can then be sent to a larger audience for maximised performance. 39
Media and PR Targeted advertising is vital for schemes to reach their core catchment and underperforming zones in order to increase share of spend and increase penetration within the principal catchment.
Media Objectives: •
Establish a clear and consistent identity for the scheme
•
Drive footfall and sales around key events, with an uplift on event days
•
Promote the retail mix and scheme offering by featuring all tenants across each campaign
•
Raise awareness of the scheme and retail mix, specifically within the underperforming zones
We will develop a media plan which considers all media formats including press, digital, radio and outdoor to ensure we have a consistent and regular presence across all local media platforms throughout the year. Online advertising is constantly evolving and there are opportunities to look at Mobile Banner Advertising that targets people on the move. It’s cost effective as you pay per click and it allows us to be very targeted in who sees it e.g. geo, gender and age. For the outdoor campaigns we have the opportunity to link with apps such as, Blippar or Zappar which will give us insight into who is engaging with our ads. In addition to this we will build strong contacts with local radio stations, journalists and editorial teams at local publications to maximise the impact of a full PR schedule and twin good quality editorial with effective advertising.
argets Outline T •
A minimum PRV for each scheme per year
•
At least one piece of editorial for each event we run as a minimum
•
Regular PR coverage for our retailers with good quality editorial and features on the shopping experience on offer at the scheme
•
Trade press coverage throughout the year which features the scheme as a destination and an example of excellence
41
TENANT Liaison
It is fundamental that the tenants are kept informed of all plans and feel involved in all activity throughout the year and are reassured through regular communications. We want to create a team spirit culture in our tone of voice through regular communications with the tenants along with reassurance that they have our marketing support when required.
Our team will develop a two way communication channel to encourage better working partnerships to ensure: •
Support for struggling retailers
•
Involvement in events and activities
•
Promotion of key offers and sales
Regular communication through e-mail, telephone and one to one onsite with retailers to discuss: •
Activity opportunities available
•
Ideas and identify leads
•
Encourage retailer cross promotional activity and participation in events
•
Feedback on retailer involvement and sales performance in relation to onsite activity
Tenants will receive: •
Marketing Plan - A marketing plan launch with a presentation to all retailers communicating how they can get involved along with the distribution of marketing packs to include the promotional opportunities and contact details.
•
Newsletters - e-newsletter to communicate forthcoming activity, results of previous activity and progress against the Marketing Plan. If email addresses are not available for retailers hard copies will be produced.
•
Campaign Memos & Participation forms – for each event, campaign or initiatives retailers will be provided with a memo outlining a summary of the campaign and how they can be involved.
•
Monthly Retailer Meetings - forum for feedback and discussions with retailers, to find out how they are trading, how we can best support them and encourage participation in events.
•
Website – dedicated tenant area containing downloadable copies of all marketing communications, this can also include operation information i.e. shop fit guides and tenant satisfaction surveys etc.
43
Reporting & Evaluation
To ensure maximum return on investment for our clients we establish specific KPI goals and targets across the following areas.
•
Footfall
•
Increase retailer involvement and sales
•
Database sign ups
•
PR coverage including key messages
•
Website visits
•
Facebook likes and engagement
•
Twitter followers and engagement
•
Digital analytics including click through, sign ups, engagement and interaction through online campaigns.
It’s all in the delivery … It’s our priority to ensure that every asset excels and to ensure we make this happen we pride ourselves on a hands on approach built on strong communication and clear deliverables. ...
ise to you
Our prom
•
Develop and implement a fully integrated marketing strategy which has retailers and shoppers at its core.
•
Our Team will visit the specific asset on a regular basis.
•
Attending tenant meetings is key to creating a marketing strategy which works for everyone. A tenant marketing pack will be produced so all tenants and their Head Offices receive a full plan of marketing activity for the year as well reminding them of the all opportunities they have to get involved.
•
•
Leasing support is really important and some of the anecdotal feedback we receive when we work closely with tenants can be invaluable to leasing teams. Therefore, we will ensure we feedback to them on an ongoing basis throughout the year. We know how to run great events and so we will be on hand to manage everything from start to finish – making sure the shoppers enjoy the event, retailers get something out of it and, of course, that everything is tidied away at the end.
•
Stakeholder liaison is paramount when you want to get an asset to work with a community. We will be building relations with each assets key stakeholders and community groups.
•
We will produce management reports which track progress against targets and paint a true picture of marketing at each asset as well as preparing regular portfolio reviews to benchmark progress against KPI’s.
•
We will manage all creative, website content and social media so that everything from posters and press ads to web pages and social media posts look and feel the same.
•
Our specialist digital team will monitor social media interaction across Facebook and Twitter 24 hours a day, 7 days a week.
•
A strategy should be a living breathing document; therefore we won’t be storing it on a shelf in a folder. We will work closely with the asset team and associate agencies to shape the strategy as we go to maximise its impact and the success of each of the campaigns and promotions within it.
45
Why our team?
Reputation
Our Approach
Our team has strong track record and are market leaders in Retail Marketing with specific retail and leisure park experience. We have won many industry awards and pride ourselves on our broad client base.
We focus on engaging with tenants at a local and head office level to ensure they are involved in and benefit from all marketing activity. We strive to exceed our clients’ expectations, adopting a hands on approach combined with a philosophy of getting the basics right and adding value along the way.
Proximity We have specialist Marketing teams based across our London and Leeds offices, who are used to working alongside Property and Asset Management teams and from our work on The Big Green Leaf Tour we are familiar with a number of your schemes.
Our People We work harder than anyone to handpick the talent we need for delivering exceptional results. Then we give those people the support and resources – as well as the freedom – to do their jobs brilliantly. Result focused and committed to building lasting client partnerships, we’re a team with ‘doing things better’ and Retail Marketing in our DNA.
Investment In Innovation We invest heavily in new ideas to assist our clients in achieving a performance edge. We prize innovation and creativity in the same way we value collaboration, because it takes all of these things to make our partnerships with clients succeed. We’re also a business built on integrity, living up to our responsibility to help enhance the lives or grow the livelihoods of all the individuals, businesses and communities our work affects.
47