3 m breakfast event - Shopping centres: Strategy,Marketing,Concepts

Shopping Centres

Clive Woodger April 2014

Strategy... Marketing... Concepts

Agenda

Audiences... Changing customer mindsets Marketing Communications... Strategic challenges

Centre Differentiation... Naming and image Oz... Festival

Brand Inspiration... Galactica Park

Reconception Challenge... Smolenskiy Passage

New Concept Development... Kaleidoscope

2

Who we are...

and design consultancy

real estate and corporate sectors

3

What we do...

4

Who we work for...

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

6

Shopping centres are destination brands

The Challenge:

Shopping Centres... Place brands

A place where people want to be!

Destinations where people meet, eat, relax, indulge, work, rest and play... and shop... A community venue to promote wellbeing and lifestyle activities

Page 5

Definitions

As a destination brand a shopping centre must...

- Create added value experiences for visitors and shoppers

- Optimise tenant sales performance

- Achieve highest rental yields and maximum commercial income

- Enhance capital value and ‘sellability’ potential’

Page 6

Centre Brand Challenge

A shopping centre brand has to have the long term wow factor…

Image and Reputation create a first choice perception for target users and audiences

Known for attributes…?Challenge – sustainability…

Maintaining a WOW Factor - visit after visit...

Page 7

A long term WOW factor requires an exceptional, consistent, brand and experience

Make every brand touch point special…. memorable…. engaging… relevant...

Page 10

word of mouthsms

advertisingdirect marketing

website social media

promotional publicity posters

street signs

customer journeyanticipation

moments of truthlayout

environmentproducts

stafffacilities

exit experience

collateralbagscards

leafletsassurance

memories reminderstriggers

after service

Brand Touchpoints

Rethinking opportunities...Reinventing experiencesRebranding:

Brand Synergy

Awareness... Promise Customer Visit... Journey Afterglow... Satisfaction

‘Building a great experience is everyone’s responsibility and nobody’s job’

Page 12

And remember...

Social Media Challenge

“A brand is the sum of all conversations happening around the brand”

41

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 O!cer

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 di"erence”

Creating the brand experience

“our people make the di!erence”

Shared visions... aspirations

Market was developer led - developers provided retailers incentives to be in centresMarket now consumer led - omnichannel means retailers need less shops / less centres

New challenge for developers - retailers need less but bigger shops that complement internet o!er- consumers want unique experiences not just shopping - more leisure, entertainment, culture

Centres must embrace internet activities - be integrated virtual and physical o!er

‘app’s are the new high street’

Current Skill Gap - Market Intelligence

Marketingand Communication

Venue Design

Digital…Print...Events… Activities…Social media…Website…Advertising...

People…Services…Suppliers…

Management Culture

Site...Architecture…Evironments…Circulation...Zoning...Decor…Lighting…Signage…Graphics...

WOW Factor Experience Brand Ingredients

WOW Factor Experience Brand Ingredients

Location

Tenants

The Brand

Target catchments… Accessibility...Visibility...

Relevant Profile…Formats…Services...Facilities...

Name…Identity…Vision… Message…Visual and oralsignatures and applications

Audiences Changing Customer Mindsets

Creating a WOW factor for centre target audiences

Shoppers Visitors

Tenants Investors Owners

The Community

Stakeholders Politicians

Interest Groups The Media

Staff, Partners Suppliers

Brand Equity

Exceptional ‘Added Values’to meet diverse needs

and aspirations

7

The changing consumer

Staying Relevant!

8

Di!erent customer generations... ...changing perceptions & priorities

9

Key influence generation

11

Appealing to the Millennials’ mindset

12

Targeting Millennials’ mindset

Time for tech lovers to switch o! and reconnect!Durex #TurnO!ToTurnOn

Marketing Communications Strategic Challenges

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

‘Traditional’ marketing

MESSAGES AWARENESS INTEREST ACTIONDESIRE

15

Problems:Expensive

‘Traditional’ media - ‘push’ marketing

18

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...

‘New’ media - Interactive marketing

19

Photosharing

Social NetworkingVideo Campaigns

Forums

Blogging

Social Bookmarks

informed decisions

Consumers exerting positive

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 marketingProblems:

Much more demanding on internal resources

Content input and customer responseInternally driven not just externally sourced

22

Focused MessagesCentreBrand

Photosharing

Social networking Video campaigns

Forums

Blogging Social bookmarks

Online MediaTraditional Media

Push & Pull

‘New’ media - interactive marketing

23

Paid Media Owned MediaBrand Content

Social MediaShared content

Earned Media

Converging media

Brand & Message Synergy

Daring & taking the initiative

the 2 centres capitalised on the upheaval coverage dominating the media.

Presented in a festival

performers from all over the

the centres.

PR... event marketing with a di!erenceMarmara Forum/Forum Istanbul, Turkey

Targeted, Branded, Profitable

Ladies’ Night’ Evening

homepage

Total Budget: £26,000 (ROI 9:1)

St Davids, Cardi!, WalesSuccessful tactical campaign

Building AuthorityWestfield, LondonStrategic marketing

Keeping the brand fresh

Esentai Mall, Almaty, KazakhstanStrategic brand positioning

Creatively overcoming restrictionsChallenges:

and restricted

engagement such as street style promotional campaigns

New Luxury Mall in Saudi ArabiaStrategic brand positioning

Creatively overcoming restrictions

Pushing the limits Playing it safe

Saudi Arabia Challenges Strategic brand positioning

Blog as brand driverNew Luxury Mall in Saudi ArabiaStrategic brand positioning

Centre Differentiation Naming and Image Oz... Festival

Oz Shopping & Entertainment Centre Krasnodar, Russia

hectares of land

architectural concept

of combined retail and leisure centres across Russia.

Leisure concessions include multiplex

and games zone.

Our role: Creation of name and brand identity to

staff and investors. Integration of brand into exterior architecture

July 2006 © SCG LONDON

“the brand thatmakes people smile”


“The brand that makes people smile”


Name checklist criteria

Pro!le/MindsetsLanguage

CultureMeaning

IdeologyBrand values

AttributesImagery

Audience

Rational Emotional

Name

PresentationTypography

StyleForm

ABC ABC

ApplicationsVerbalScreenPrint

Architecture“I work for…”

“I’m going to...”

BusinessObjective

RecallStandout

Impact

RelevanceCompetition

RiskAcceptability

Future Sectors


Naming / Message

----

------------

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ENGLISH RUSSIAN ENGLISH / RUSSIAN

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-----------------


CATEGORY ARCHITECTURAL / STREET

avenueboulevardcampuscity viewcorsocortile, courtcourtcrossroadsdistrict downtownedge of townfountainsgalleriaimperial courtjunctionle grandmarket place

CATEGORY ARCHITECTURAL / STREET

neighbourhoodpalaceparlourpatiospiazzaplazapromenadeprospectshrine squarestreettemplethe dometowntzar's palaceviavillage


Naming / Message

CATEGORY ABSTRACT

heightslionmagni!quemarblemenuminemirrorsodysseypanther paradiseplus rippletsthe futurethe journeythe swantomorrowstopazx-trazen

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-------------------


CATEGORY ABSTRACT

zest!splash!jumppresto!go!avantiozarborium bestbillionblossomcollectiondiamonddynamofreshnessfusiongazelleglobalgusto

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AIM PD : 572 : PRESENTATION 2 AUGUST 2006 © SCG LONDON

CELEBRATION

ENERGETIC

DIV

ERSE

NEW

HAPPY

HONEST

AIM PD BRAND POSITIONING OZ

AIM PD : 572 : 3.0.1 : IDENTITY DEVELOPMENT - OZ AUGUST 2006 © SCG LONDON

AIM PD !"#$"%&' $()%&$*$+",$$ - OZ

1. 2 3. 4.

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AIM PD : 572 : 3.0.1 : CUSTOMER MINDSETS - IDENTITY B AUGUST 2006 © SCG LONDON

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Wall Texture Detail Brand wall options

Auxillary walkways

Inspiration

BRAND APPLICATIONS TEXTURES - DEVELOPMENT - ROUTE ONE


BRAND APPLICATIONS EXTERNAL VIEW 2


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www.oz-centre.au

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BRAND APPLICATIONS BILLBOARDS


General Plan

1m

2m

3m

4m

5m

6m

7m

8m

BRAND APPLICATION - FUN, BRIGHT, ENTERTAINING - “A PLACE TO MAKE YOU SMILE”

Festival Shopping Mall Moscow, Russia

Estate Awards

Our role: Brand name, strategy and positioning, identity and communications, signage, centre design (interior/ exterior), website, marketing. Centre refurbishment and new food court.

SCG London Page 43

About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding

Real Estate: Festival: Shopping centreReal Estate – Festival

Festival, Moscow 2005

Creating Memorable Signatures

SCG London Page 37

Festival - Concept Reconception

2005 - Challenge

Creating a mass market city center ‘for the family’. - di!erentiating from 70 other centres in Moscow. Transforming a mediocre building development in progress to an international standart retail venue.

2012 2011-2012

Refreshing existing brand concept up-to-date.

SCG London Page 38

Festival - Inspiring Name

Festival, Moscow

The Identity

Festival

Marketing

Festival, Moscow 2005Marketing

Festival, Moscow 2005Marketing


Marketing


Marketing


Marketing


Festival

SCG London Page 42

About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding

Real Estate: Festival: Shopping centreReal Estate – Festival

FESTIVAL BRAND REFRESHMENT 2010

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SCG London Page 39

Festival - Day And Night Impact Day and night impact

Festival, Moscow

SCG London Page 40

Festival Refreshment 2012 Seasonal Freshness

SCG London Page 41

Festival - Graphic Impact

ProductsStores

Home Offers News Tickets Games Contact

Spring

Seasonaltheme

Spring at festival

+read more

Home Offers News Tickets ContactStore Search

SCG London Page 42

Festival - Service Impact / Stylish Comfort

SCG London Page 43

Festival - New Food Experiences

Brand InspirationGalactica Park

Galactica Park Major Mixed Use Complex Moscow, Russia

of land

park in the world

with AEG

Our role: Strategic long-term partner to client. Brand strategy and architectural brief working with international architects. Creation of name, branding,environmental design and communication.

Brand InspirationDecember 2012

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Brand Family

Universal Studios

Moscow

Named Arena? Hotel Chains?

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“Out of this World”

“experience of a lifetime”“never imagined anything like this”

extraordinary

incredibleamazing

superbCHɑDQDMS

excitingbeyond known limits

The big skyBright...Light...OpenNew perspectives

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Reconception ChallengeSmolenskiy Passage

Centre Reconception Strategy-

The aim is to: Create added value experiences for visitors and shoppers

Improve the sales performance of the tenants

Achieve highest rental yields and optimum commercial income

‘Maximum Capital Value ... Sellability’Page 41

Page 42

Reconceiving a centre - making it relevant

Image and profile - marketing events and activities

Venue environment - Step by step phased investment - Communication, signage, graphics - Decor upgrades - lighting, materials, finishes - Remodelling, extensions

Tenants and facilities mix - appropriate brand profiles, zoning and adjacencies

Management culture - the best people and services

SCG London Page 44

Smolenskiy Passage, Moscow

2009 Challenge - Phased upgrading of a well known city centre venue. Re-planning tenant space to ‘open up’

complex vertical mall

Strategy - Creating a premium destination for a two stage

development programme - phased identity, communications,

environments

Smolenskiy Passage Reconception

2009

Challenge - Phased upgrading of a well known city centre venue. Replanning tenant space to ‘open up’complex vertical mall

Strategy - Creating a premium destination for a two stage development programme - phased identity, communications, environments.

SCG London Page 45

The ‘Before’

June 2009

Smolenskiy Passage - Dull, Cluttered and Confused

SCG London Page 46

Smolenskiy Passage - Build on the name Smolenskiy Passage reflects and communicates the special history and traditions represented in the name.

SCG London Page 47

Smolenskiy Passage - Brand Message

SCG London Page 48

Smolenskiy Passage - Media touchpoints

SCG London Page 49

Smolenskiy Passage - First Impressions

SCG London Page 51

Smolenskiy Passage - Entrance Piazza

‘A vibrant city space – always something happening’

!"#$$#

SCG London Page 52

Smolenskiy Passage - New Planning

First !oor plan option Anot to scale

Key

1 SCP banquette seating

2 Champagne bar with moveable screen

3 Champagne bar table seating with moveable screen

4 Info reception

5 Advertising

6 Graphic wall treatment

7 ATM

8 Parking ticket machine

9

10 Secondary promotion

11 Segis bench

12 Toilet wall graphic

13 Floor standing lamp

14 Big event / exhibition

SPW - 5001 Main totem directory

SPW - 5002 Freestanding - floor directory

SPW - 5003 Wall mounted - floor directory

SPW - 5004 Ceiling sign 1500x300 - directional

SPW - 5005 Wall/column 400x300 sign - directional

SPW - 5006 Wall / column 200x200 sign - directional

SPW - 5010 Info lectern

SPW - 5011 Business directory

Note

All furniture elements (including champagne bar) to be

moveable to allow for special events, i.e. fashion show

WC cube

Info lectern SPW - 5010

SPW - 5004

SPW - 5004

SPW - 5004SPW - 5011

SPW - 5001

SPW - 5001

SPW - 5005door info stickers to toilet doors

SPW - 5006

1

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5

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4

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12

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6

1

5 5 5

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10

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10

SCG London Page 53

Smolenskiy Passage - Activity Zones

0.000 0.0000.0000.000

+2.100+1.800+1.800

+4.900

+8.000

-2.100

-2.750

+11.100

+14.200

+17.300

+4.200

+6.300

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+8.400

+12.600

+16.800

+20.400

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+16.950

+15.700

+21.450

-4.950

+21.150

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Piazza‘a vibrant city space – always something happening’ Mezzanine‘fashionable place to take a break’ Terrace‘a special place to eat, drink and socialise’

Fashion Studio‘Moscow’s premier designer collection’

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SCG London Page 54

Smolenskiy Passage - Brand Touchpoints

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C 20M 25Y 29K 61

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Info lectern directories

Note : All dimensions and details should be crossed

referenced and checked with technical drawings supplied

to contractors. All details should be confirmed with the

client prior to installation..

Info Lectern SPW - 5010

SCG London Page 55

Smolenskiy Passage - “New Architecture”

PhotographicExhibitions

Fashion related photographic exhibitions

Selfridges Exactitude Exhibition

Celebrity related photographic exhibition.May also be linked to book signing event

Smolenskiy Passage_January 2010 : Page 31

Smolenskiy Passage - Phase One (Centre Brand Theming, Messages and Activities) Exhibitions Section 7 : page 31

Major Installations



PiazzaSculpture Exhibitions

Variety of themes, materialsand styles from classics tonew sculptural innovation



Themed Exhibitionseg Art Deco

Could cover Fashion,Architecture, Furniture,Lighting, Design etc

Eg antique mirrors, vases and chandeliersSome items may also be for sale.



Light SculptureExhibitions

Special ‘Son et Lumière’ exhibition displays,could be focused around water features



Dance Events Di!erent types of dance events - mainly Piazza and Terrace

Piazza Fashion Show Events


Smolenskiy Passage - Phase One (Centre Brand Theming, Messages and Activities) Events Section 8 : page 41

Car Launches


Smolenskiy Passage - Phase One (Centre Brand Theming, Messages and Activities) Events Section 8 : page 43

New Concept DevelopmentKaleidoscope

creating a Æ`ab�QV]WQS brand destination

Before we startedThe anonymous suburban site in the Northwest of Moscow consisted of open common land and a run-down entertainment centre. The whole area needed regenerating and re-invigorating

Creating a logo conceptThe requirement was to create an exciting new destination brand that encapsulated all the elements the centre would bring - fashion, fun, food, events...all in one place

Kaleidoscope, December 2008 5

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Creating a destination hubThe aim was to create a unique combination of features and facilities. A community hub to be enjoyed day and night, realising the potential of the open area linked to the centre as an integral part of the visit experience.

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Developing the conceptThe concept was developed in line with the inspiration provided by the name, utilising dramatic lighting, colour and spaces to create an exciting ever-changing environment both internally and externally

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Memorable and distinctive imagery and design concepts were developed in line with the latest communication media and activities to suit target audiences.

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What’s hot?

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New tenant - H&M

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Introducing the charactersA key differentiating branding device was the development of the Kaleidoscope characters, to provide a strong , involving and engaging marketing platform.

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Marketing developmentCo-ordinated graphic communications and advertising created a vibrant, distinctive character, atmosphere and immediate recognition on and off site.

Company Information | Terms and Conditions | Privacy Policy | Site Map | Customer Enquiry | Disclaimer © 2009 Kaleidoscope All Rights Reserved.

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Company Information | Terms and Conditions | Privacy Policy | Site Map | Customer Enquiry | Disclaimer © 2009 Kaleidoscope All Rights Reserved.

Opening TimesMonday 9.30am – 8.00pm

Tuesday 9.30am – 8.00pm

Wednesday 9.30am – 8.00pm

Thursday 9.30am – 8.00pm

Friday 9.30am – 8.00pm

Saturday 9.00am – 8.00pm

Sunday 11.00am – 5.00pm

Bank Holidays 10.00am – 6.00pm

Three MusketeersRated: 12ARelease Date: 12/10/11View Trailer

Rated: URelease Date: 07/10/11 View Trailer

The Lion King 3D

Find out more here

What’s on Coming Soon

Catch up on our exclusive winter catwalk show and behind thescenes action from Karen Millen.

CatwalkShow

Book Now

Book Now

AnonymousRated: 12ARelease Date: 28/10/11 View Trailer

Rated: TBCRelease Date: 04/11/11View Trailer

Tower Heist

Book Now

Book Now

At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium volupta-tum occaecati cupiditate provident.Similique sunt in culpa qui. READ MORE



Menu Events

Cinema

Kaleidoscope Mall

Tenants

Gallery Brands

Services

Leisure and Entertainment

Photo Gallery

Videos

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Getting Here

Contact

Leisure

Ice Skating

Bowling

Kids Club

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Kaleidoscope - architectureThe distinctive architecture provides an exciting landmark. It has transformed the locality to become an exceptional Moscow destination, night and day.

Kaleidoscope - easy movementExciting vertical and horizontal circulation, with unique views from escalators and stairways and positive inviting interaction between levels.

Kaleidoscope - interiorDramatic vistas, open spaces, linking bridges and viewpoints `SÇSQb�bVS�a^SQWOZ�QVO`OQbS`�]T�the Kaleidoscope name. Latest digital technology enables ÇSfWPZS�QVO\USa�W\�Ob[]a^VS`S�and ambience.

Kaleidoscope - contemporary decorStylish interior treatments and features provide a range of contrasting environments and zones to suit mood and activity.

Kaleidoscope - navigationEasy, clear orientation throughout the centre further enhances the visitor experience. The distinctive black signage treatment provides high visibility O\R�STTSQbWdS�eOgÆ\RW\U��

42

Delivering the promise - The Kaleidoscope Experience

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Creating Brand Synergy™

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

3 m breakfast event - Shopping centres: Strategy,Marketing,Concepts

Marketing

Transcript of 3 m breakfast event - Shopping centres: Strategy,Marketing,Concepts