icsc bulgarian retail real estate conference may 2011
DESCRIPTION
Creating added value and competitive differentiation - presentation for 2011 ICSC Bulgaria Retail Real Estate ConferenceTRANSCRIPT
Tuesday, 10 May 2011
Grand Hotel Sofia, Sofia, Bulgaria
ICSC Bulgarian Retail Real Estate Conference
Clive WoodgerSCG London
Centre Brand Strategy:Creating Added Value & Competitive Differentiation
Who we are Branding Strategy Asset Management Marketing & Branding Social Media Challenge Case Studies:
Kaleidoscope, Moscow
Agenda Creating Added Value …
SCG London - Strategic Consulting Group
International Strategic branding and design consultancy.
We work in the retail, financial, real estate sectors delivering best value … by creating
Who we are
Our Clients
Our Clients – Retailers
Our Clients - Banks
Our Clients - Business Centres
Our Clients - City Developments
Our Clients - Shopping Centres
Brand StrategyCompetitive Differentiation
Differentiated image and reputation
developmentBranding
Define
organisation
management
principles and
aims
Brand Strategy Vision
Values
Ethos
Attributes
Behaviour
Create a positive
consistent brand
experience Brand Platforms
Place
Physical
Digital
Communication
People
Processes
Products
Create commercially attractive and inspirational vision
and aims.
Define positive differentiated values and attributes –
team ethos.
Achieve effective engagement of management,
employees, tenants, users, stakeholders …
Understand and manage external audiences and
expectations – communities of interest, politicians, the
media, vested interests …
Integrate latest ethical, environmental and sustainability
practices and policies.
Brand StrategyVision … Values … Attributes
Centre Audiences
Multi-faceted Brand
Destination
Organisation
Service
Retail
Financial
Workplace
statutory
tenants
investors
politicians
the media
Interest groups
customers
visitors
management
staff
partners
the community
Business Brand
the management- subsidiaries
- partnerships
- alliances
- consultants/agents
„Business mix‟
Issues: consistent values…credibility…relevance
owners
developers
investors
managers
tenants
„Tenant mix‟
Business & Consumer Brand
Destination Brand
„the consumer‟- architects
- marketers
- centre management
- staff
Business Audiences- intranet / LinkedIn
- tenants
- employees
- partners
- suppliers
Consumer Audiences- internet / facebook
- shoppers / visitors
- local community
- staff
Internal / External Centre Communication Strategy Challenge
Design & Communications
Architecture … Interior Environment … Signage and GraphicsBriefing and working with architects and building professionals to:
Ensure concepts, themes, space planning, zoning and circulation
reflect the agreed values, brand identity, image and ethos of the
management, organisation and centre vision.
Develop recognisable visual identity features and signatures as
integrated architectural building forms and treatments, hard and soft
landscaping, site concepts, external and internal lighting, décor,
fittings and furniture.
Create interesting and pleasant environments and facilities for
visitors, users and employees to allow sustainable adaptable use.
„the architecture is the brand … the brand is the architecture’
Centre Communications StrategyP.R. and Marketing
Strategic Marketing Tactical Marketing
ongoing … long term short term … ongoing
Developing and Maintaining:
Centre Profile
Brand Equity
Positive Differentiation
Triggering footfall, target
profile visitors and shopper
visits, maximising retailer
tenant sales.
Ensuring optimum
commercialisation income
strategic marketing should be the sum of the tactical initiatives
Challenge – short term non aligned profit activity diluting
hard won reputation development.
Shopping Centre Brand Equity / ValueDifferentiated image and reputation
Brand Value is based on:• Income – rentals commercialisation
• Projected sales performance relative to the competition
How you are perceived and ‘valued’ by your
audiences.
Tenant brands
Visitors / customers
Investors
Partners / stakeholders
Community
Image and reputation drive Capital Value
management … tenants .. Services … operations … facilities
marketing … tenant brands … activities …
visitor experience
Capital Value
Asset Values Values Brand Values
Equity
Income
Real Estate Valuation
= Portfolio Equity
Rentals …
Commercialisation
Social Reputation
= Brand Equity
Consumer Spend
Asset Management
Definitions… Customer First Choice
Global Recession
More Demanding … more for lessValue Tenant profiles - Primark … TK Maxx
New Mindsets … New Realities
The smart consumer!
Sustainable development?
New values - unique and emotional selling points
Are we at the end of an era?Massive, highly serviced, sophisticated artificial environments … can we „afford‟ these as a society … as consumers … as businesses ?
EU directives now demand truly sustainable green development not just „green wash‟ cosmetic treatments - short and long term environmental impact and flexibility of uses …
Spending money where it counts
„More for Less‟
- strategy
- design
- implementation
„Asset Management‟
strategy … marketing … real estate … people …
management
Creating Successful Destination Brands
word of mouth, sms…
advertising, direct marketing
web site, social media
promotional publicity
posters, street signs …
collateral …
bags, cards, leaflets
assurance, memories
reminders, triggers,
after service …
customer journey…
anticipation … moments of truth
first vistas, approach, process,
layout, environment, products,
staff, facilities, exit experience …
Managing the Process – Physical … Human … Technical
coordination … consistency … control …
Brand Touchpoints
Awareness
PromiseCustomer Journey
Visit
Afterglow
Satisfaction
Image and Reputation Brand Equity Income / Value
‘creating desire’
Asset ManagementBrand Touchpoints
Brand TouchpointsWebsite
Traditional
Marketing and P.R.Creating awareness … desire .. reputation
Today
Image
development
Marketing – promises … promotions ... events
„what you say about yourselves and offers‟
… billboards, T.V., radio, themed promotions /
activities …
Reputation
development
Public Relations – corporate relationships,
events, messages / crisis management ...
…
Image and reputation ‘is what people say about you’
Marketing and P.R. activities and audiences are now
symbiotic – social media merges B2B and B2C
communication
Social Media ChallengeCreating a ‘joined up’ social media strategy
Facebook users increased 10-
fold in 2009
3,395,000 Internet users as of
June/10, 47.5% of the
population.
Digital Fans in Bulgaria
Digital ChallengeInternet Transparency
Software Technology who is targeting who?
Software technology can track and interface with
customers through loyalty cards, touch screens and
phone apps …
But, …. consumers can use technology to create
instant damage or enhancement to your brand
– cut and paste communities – Facebook, fanclubs,
Tweeters, YouTube
Digital ChallengeBluewater – ‘the good’
Young Driver promotion
“luv Bluewater ….
best ever”
22,222
people like
this
Digital ChallengeBluewater – ‘the bad’
Bluewater Shopping Centre has eaten
my soul!! I now hate Christmas!! A
group for all us poor people that work
in that pointless hole in the ground!!
Digital ChallengeWestfield
New Media Tools
Marketing and Communication ‘added value’
Using media, activities and events to reinforce tangible and
emotional attributes … head and heart triggers.
Shopping Centre Brand Development
Strategy
Clear sustainable differentiation
Market audience relevance short/long term
Design
Strategic and functional alignment -architecture, marketing, offers
Implementation
Cost Effective creative and functional treatments
Efficient strategic and operational management
ICSC European Partners