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