Post on 05-Sep-2014
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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
System &Administration
System &Administration
System &Administration
System &Administration
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
Kaleidoscope project overview 45
Smartphone appConnecting the brand
Kaleidoscope project overview 55
Promotional - seasonal campaignsSpring
Kaleidoscope project overview 73
Kaleidoscope characters Ice skating
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Creating Brand Synergy™
t: +44 (0)20 7371 7522 f: +44 (0)20 7371 8351 e: info@scglondon.com www.scglondon.com