creating the right customer experience and driving value ......our track record: 2011 2 entries...

#ICSCEurope

Creating the Right Customer ExperienceAnd Driving Value to the Shopping Centre

15 October 2014Radisson Blu Hotel Lietuva, Vilnius, Lithuania

ICSC Baltic States Retail Real Estate Conference #ICSCEurope

ICSC Solal Marketing Awards

Why participate?

Competition rules

Case studies / Best practices

Tips & Tricks for preparing the entries

Hans Van Laer, CMDMarketing Manager, SCMS-Ceusters

ICSC SolalMarketing Awards


2. Why participate ?

3. Competition rules

4. Judging procedure

5. Case studies

6. Tips & tricks for preparing the entries

7. Conclusion

1. Intro

Our company : Some figures

SCMS-CEUSTERS

60+ projects under management

1,1+ million m² under management

1.000+ tenants

35+ clients

20.000+ parking spaces

GROUP HUGO CEUSTERS-SCMS

70+ employees

90+ years of experience (SCMS+IHC combined)

3 offices + 6 additional branches

CALL FOR ACTION

The ICSC Solal Awards bring together the very best of retail marketingacross Europe and South Africa to reward those with the most effectivemarketing campaigns.

Recognising best practice and outstanding marketing performance, theSolal Awards are seen as a benchmark of quality throughout the industry.

(FYI: Jean-Louis Solal was a pioneer in the creation and design of the french shopping centermodel).



New countries

2009Croatia, Czech Republic, Moldova

2010 Hungary, Lithuania, South-Africa

2011 Montenegro

2012 Iceland

2013Estonia, Luxembourg, Ukraine

0

50

100

150

200

250

2009 2010 2011 2012 2013 2014


2014232 entries from 26 participating countries

Turkey 58 Sweden 4South Africa 34 Austria 3United Kingdom 24 Greece 3Portugal 18 Czech Republic 2Italy 16 France 2Poland 12 Hungary 2Spain 12 Iceland 2Denmark 7 Romania 2Belgium 6 Russia 2Croatia 6 Bulgaria 1Norway 5 Germany 1Latvia 4 Slovakia 1Netherlands 4 Ukraine 1

At SCMS-CEUSTERS we add another level to this competition.:

Every shopping center management team can propose one (or more)projects (marketing campaigns) to enter the competition.

A small team reviews all these entries and decides which campaigns willparticipate in the ICSC competition: each year we select only the bestcampaigns !

Once selected, it’s the responsibility of the shopping center team to preparethe whole entry but it will also be their merit if they win an award !

This internal competition keeps all the teams sharp during the year.


Our track record:

2011 2 entriesSolal Silver Award for Galeries St‐Lambert / Las Vegas Wedding Chapel

2012 2 entriesSolal Gold Award for K in Kortrijk / Win een kot

2013 6 entriesSolal Gold Award for Galeries St‐Lambert / Tour de France Post‐it‐World Record

2014 5 entriesSolal Gold Award for Wijnegem Shopping Center / Construction Yard for kidsSolal Silver Award for Wijnegem Shopping Center / Be Part of (Y)Our Christmas Decoration


Entries can only be submitted online

Start : December, 2014Deadline: February 28, 2015

Entries only in English

The campaign must be implemented between 1 September 2013 and 31 December 2014

Only shopping center management companies, owners or developers cansubmit an entry.


AWARD CATEGORIES

Traditional marketingCause related marketingPublic relationsAdvertisingSales promotionGrand opening, anniversary, refurbishment or extensionBusiness-to-BusinessAlternative revenueCustomer service experience (new since 2014)

New mediaSocial MediaEmerging technologiesIntegrated digital campaigns


THE ENTRY : DETAILS

Description of Entry (100 words)

Entry summary = the marketing planSituation and marketing objectivesActionResultsBudget and Resulting Cost Effectiveness

+ show expenses as a percentage of the total annual marketing budget

Doc SectionsList of all of your advertisingList of all of your publicityOther relevant documentationsAudio and Visual


Judging meeting : 17-18 March 2014 – Offices GROUP HUGO CEUSTERS-SCMS


Award jury : 17 people from 13 countries


SCORING PROCEDURE

Each entry can earn a maximum of 50 points.An average score of 40 or more is required for a Gold AwardAn average score of 35 or more is required for a Silver Award

Judges will not review entries from their own companies or any entry thatmight constitute a conflict of intrest.

Judges will score entries individually on a PC connected to a central server.

Each entry will be scored by several judges.The highest and lowest score will be eliminated ; the final score is the average of the remaining scores.

There may not be winners in all categories. An entry may have the highestscore in its category but not receive a Gold Award because it did not meet the 35-point minimum standard.


ENTRIES ARE SCORED BASED ON THE FOLLOWING CRITERIA:

• Situation and marketing objectives : up to 10 points

• Action: up to 10 points

• Creativity: up to 10 points

• Results: up to 10 points

• Budget and resulting cost effectiveness : up tot 10 points

.


All judges use the same guidelines

8-10 points: extremely impressive. Very well done

5-7 points: good. Has a merrit but some aspects are lacking

1-4 points: some aspects are lacking.


Gold award -Traditional Marketing categories : Business-to-business

OC Games – Oslo City

Oslo, Norway


Gold award -Traditional Marketing categories : Cause related marketing

The Exchange – Cavendish Square

Cape Town, South Africa


Gold award -Traditional Marketing categories : Customer service experience

Poetry Peep – Europark Salzburg

Salzburg, Austria


Gold award -Traditional Marketing categories : Grand opening, anniversary, refurbishment or extension

Construction yard for kids – Wijnegem Shopping Center

Antwerp, Belgium


Gold award -Traditional Marketing categories : Public relations

Housewives Olympics – Shopping Complex Spice

Riga, Latvia


Gold award -New media categories : Integrated digital campaigns

Sonae Sierra : Portugal + Spain

Lisbon, Portugal


Gold award -New media categories : Social media

House of temptations - Kolding Storcenter

Kolding, Denmark


When preparing the entry please keep the marketing plan in mind (sequence is also important):

1. Analysis (incl. description of the problem)

2. Objectives don’t set to much objectivesSMART‐principle (specific/measurable/achievable/realistic/timebound)Can also be: keep the expenses/costs below € xxx

2. Strategy en tactics

4. Results please refer back tot the objectives


Follow the guidelines mentioned in the Call for entries-document which willbe posted on the website in the beginning of December

Respect the deadlines and don’t wait for the last moment to start uploadin g all the files !

If you have video-material of the campaign: use it ! (if you only have photos make a slide-show).

Audio- and video-material should be translated in English > use subtitles or a voice-over

Keep it short !… but not when you have give the list of all the used advertisements andreceived (free) publicity


The 2015 Solal Marketing Awards website will open December 2014http://www.icsc.org/global-awards/solal-marketing-awardsDeadline: 28 February 2015

Questions: [email protected]

Awards Presentation on the ICSC European Marketing ConferenceJune 2 2015Copenhagen, Denmark


Hope to see you in Copenhagen on the 2nd of June !


#ICSCEurope

Creating the Right Customer ExperienceAnd Driving Value to the Shopping Centre

15 October 2014Radisson Blu Hotel Lietuva, Vilnius, Lithuania

creating the right customer experience and driving value ......our track record: 2011 2 entries...

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