ICSC SE Presentation: Brand It & They Will Come

Copyright 2016, infinitee Communications, Inc.
ICSC SE NOVEMBER 2, 2016
BRAND IT AND
THEY WILL COMEPRESENTED BY INFINITEE

JUSTBUILDITANDTHEYWILLCOME
ACCORDING TO ICSC QUICKSTATS, THE TOTAL NUMBER OF
SHOPPING CENTERS IN THE U.S. IS CURRENTLY 115,622.
BETWEEN 2016-2018:
OVER
15 MILLION SF
OF OUTLET CENTERS WILL OPEN
9 EXISTING CENTERS WILL
UNDERGO EXPANSION OF OVER
1.4 MILLION SF
93% OF
MARKETS
ARE IN AN EXPANSION PHASE
3.45 MILLION SF
OF RETAIL SPACE WILL BE
COMPLETED BY Q4 2016

200PREMIUM LEVEL
REGIONAL MALLS
75QUALITY
OUTLET CENTERS
150SPECIALTY AND
RESORT PROJECTS
ACCORDING TO JLL RESEARCH, WITHIN THE U.S. THERE ARE:
50TRULY WORLD CLASS
HIGH STREETS AND MARKETS
200DOWNTOWN
SHOPPING DISTRICTS
100LUXURY/FASHION
SHOPPING CENTERS

TOTAL
NUMBER 622 600 9,746 32,506 68,841 2,244 159 62 478 364
AVERAGE
SQUARE
FEET 1,244,637 590,891 197,378 71,912 13,229 437,390 149,443 243,592 332,159 240,393
USRETAILDEVELOPMENTSUPER-REGIONALMALL
REGIONALMALL
COMMUNITYCENTER
NEIGHBORHOOD
CENTERSTRIP/CONVENIENCE
POW
ERCENTER
THEME/FESTIVAL
AIRPORTRETAIL
LIFESTYLE
FACTORYOUTLET

THENEWMARKETINGECOSYSTEM:
KNOWHOWTENANTSFINDYOU
(B2B PROCUREMENT STUDY – ACCENTURE INTERACTIVE 2014)
OF B2B BUYERS UTILIZE ONLINE
RESEARCH PRIOR TO DECISION
77%
USE GOOGLE SEARCH
84%
VISIT A SUPPLIER’S WEBSITE
34%
VISIT 3RD PARTY WEBSITES
41%
READ USER REVIEWS
19%
READ BLOGS & SOCIAL MEDIA
94%

KNOWHOWTENANTSFINDYOU
Real Estate Consumer Online Behavior And Trends /
A Joint Study by LoopNet and Google
• 80% of tenants agree that they rely on the Internet for their real estate
information needs now more than three years ago.
• 6 in 10 respondents search for properties using their mobile devices at
least sometimes.
• Over half the respondents (55%) reported that they perform their own online
searches for property, even when they are working with a broker.
• 62% percent of respondents believe the Internet is a useful tool for finding a broker.
• One half of the tenants and investors surveyed reported that they have purchased
or leased a property they originally found searching online.

KNOWWHERETENANTSFINDYOU
B2B Understanding of the Customer Journey
Percent of B2B Marketing Leaders Rating These Technologies Important to and Effective for Creating a Cohesive Customer Journey
CRM Tools
Marketing Analytics
Content Management
Marketing Automation
Social Publishing Tools
Social Listening Tools
Enterprise Resource Planning (ERP) Software
Predictive Intelligence
Collaboration Tools
Mobile Apps
% Absolutely Critical/Very Important
% Moderately/Slightly Important
% Not At All Important
% Don't Know
% Very Effective/Effective
% Somewhat/Not Very Effective
% Not At All Effective
% Don't Know
(Salesforce)
751744
821521
751932
552898
434394
40431010
30401514
39391013
514144
3944143
365041
235341
244549
465238
645635
866027
1275922
9125920
456031
9125623

KNOWWHATTENANTSWANT
CONTENT MARKETING IS A STRATEGIC MARKETING APPROACH
FOCUSED ON CREATING AND DISTRIBUTING VALUABLE,
RELEVANT, AND CONSISTENT CONTENT TO ATTRACT AND
RETAIN A CLEARLY-DEFINED AUDIENCE — AND, ULTIMATELY,
TO DRIVE PROFITABLE CUSTOMER ACTION.
CONTENT MARKETING INSTITUTE, 2015

RELEVANCE
CONTENT
CUSTOMERS
CHANNELS
KNOWWHATTENANTSWANT
INVOLVE SHARE
RESEARCH
Websites & Microsites
Shoppable Video
Search
Email Marketing
Guided Selling Tools
Branded Community
Social Media Streams
Messaging Apps
Photo/Video Sharing
Mobile Apps
Event Experiences
Retail Shopping
Word-of-Mouth
Video Tutorials
Blogs
Expert Advice
Product Finders/Fitters
Product/Service Reviews
Consumer Generated Content
Interactive Apps

SocialMediaFacts
57% of consumers say they’re influenced to
think more highly of a business after seeing
positive comments or praise online.
(Direct Marketing)
90% of young adults (ages 18 to 29) use social
media (compared to just 35% of those over
age 65). Fully a third of millennials say social
media is one of their preferred channels for
communicating with businesses. (Pew Research)
The share of overall marketing budgets
devoted to social media marketing is
expected to increase from about 10% on
average today to nearly 25% within the
next five years. (The CMO Survey)
Social is viewed as the second-most effective
digital tactic for customer retention, behind
only email. Of small business owners who use
social media, 92% agree that “social media
marketing is important for my business”.
(TNW News)
THEUNEXPECTEDCHANNELOFINFLUENCE:
SOCIALMEDIA

SocialDemographics
52% of online adults now use two or
more social media sites. (Pew Research)
70% of the U.S. population has at least
one social networking profile. (Statistica)
Of the 7.2 billion people on earth, 3 billion have
Internet access; 2.1 billion are active on social
media; and 1.7 billion use social networks from
a mobile device. (Link Humans)
The number of worldwide social media
users is expected to reach 2.5 billion
by 2018. (Statistica)
SOCIALMEDIA
Every minute, Reddit users cast more than
18,000 votes; Vine users play more than one
million videos; and Snapchat users share
nearly 285,000 snaps. (DR4WARD)

SocialImportance
74% of salespeople who beat their yearly quota
by 10% or more say they have an excellent
understanding about the use of social media for
prospecting, nurturing relationships and closing
deals. They were over 6x as likely to exceed their
quota than sales peers with rudimentary or no
social media skills. (Forbes)
64% of sales professionals reported closing
at least one deal per year as a direct result
of using social media. (Forbes)
The top three goals for SMB social media
marketing programs are brand awareness (74%),
website traffic (53%), and lead generation (41%).
(Simply Measured)
Social media is viewed as the second-most
effective digital marketing tactic for customer
retention purposes, behind only email. (TNW News)
SOCIALMEDIA

OURPOINTOF
DIFFERENCE
IBIAN
INSPIRE
BOND
ACT
NURTURE
INFORM
We motivate
people to engage
with your brand
We energize
them to
take action
We provide the
necessary facts to make
an informed decision
We create
relationships
at multiple
touchpoints
We nurture the
relationship to
develop loyalty

INSPIRE:LEASING
MARKET RESEARCH
• Trade area demographics (as needed)
• Focus group studies and online surveys
OVERALL BRANDING
• Name, positioning and logo
• Brand identity collateral
• Branding execution
• Brand standards
PUBLIC AND MEDIA RELATIONS
• Media kit
• Targeted media and influencer list
• Evergreen story pitch schedule
RESPONSIVE MICRO WEBSITE
• SEO - highly trafficked and relevant keywords
• Video
• SEM
• Data capture linked to CRM
• Link Building (business networks/influencers)
24
20
16
12
8
4
1
GRAND OPENING
MONTHS

INSPIRE:LEASING
DIGITAL LEAD GENERATION
NURTURE PROGRAM
• Increase brand awareness and attract
more leads
• Deliver a branded experience with
personalized messaging
• Capture information that is relevant to
qualify leads for sales
• Turn the website into a lead generation
machine
• Integrate campaigns for better ROI
measurement and reporting
• Utilize marketing automation software
to its fullest potential
SOCIAL MEDIA PROFILES
CLAIMED AND BUILT
• LinkedIn, Facebook, Twitter,
YouTube, Google+, Instagram,
Review Sites (Yelp & Yellow Pages)
SOCIAL MEDIA PLAN
• Development Overview and Goals
• Platform Strategy
• Content and Promotion
• Engagement and Outreach
• Analytics and Listening Tool
24
20
16
12
8
4
1
GRAND OPENING
MONTHS
IT TAKES MILLIONS OF DOLLARS TO BUILD IT –
BUDGET SUFFICIENT MARKETING DOLLARS TO BRAND IT

INSPIRE:LEASING
24
20
16
12
8
4
1
GRAND OPENING
MONTHS 79% OF B2B MARKETERS
WORLDWIDE UTILIZE
MARKETING AUTOMATION
(State of B2B Marketing Automation 2015 –Regalix)
COMPANIES THAT EXCEL
AT LEAD NURTURING
GENERATE 50% MORE SALES
AT A 33% LOWER COST
(2016 - Hubspot)
81% OF NON-C-SUITE
EMPLOYEES INFLUENCE
PURCHASE DECISIONS
(B2B Path to Purchase Study, 2014 –Google/Millward Brown Digital)

BOND:LEASING
LEASING MARKETING STRATEGY
• Overall approach and collateral desired
• Communication mediums
• CRM database established
• Target market identified
COLLATERAL (PRINT AND DIGITAL)
• Hero piece, brochure, fast fact sheet,
customizable email template, multi-media
presentation, video, promotional items
SOCIAL MEDIA MANAGEMENT
• Content creation and scheduling
• Engagement and outreach
• Platform monitoring and updates
• Real time social intelligence analytics
and measurement
• Conduct training of internal leasing
brokers and SM managers
ON-GOING MEDIA RELATIONS
• Pitch and publish evergreen stories
and announcements
• Distribute press packages to media
ON-SITE SIGNAGE
• Fence Signage - "Coming Soon" and
Development Partners Logos
24
20
16
12
8
4
1
GRAND OPENING
MONTHS
SOCIAL MEDIA IS EQUALLY
AS IMPORTANT AS PR

BOND:LEASING&CONSUMER
LEASING
TOUCHPOINT PROGRAM DEVELOPED
• Discover > Consider > Engage > Commit > Advocate
• Timeline refined and determine materials used at
each phase of decision making process
TRADE SHOW MARKETING
AND EVENT STRATEGY
• Determine trade show participation
• Develop standardized event stages and process
• Define messaging
TRADE SHOW GRAPHICS DEVELOPED
• Create all necessary signage/displays based on
brand standards
EMAIL MARKETING PLAN
• Develop email strategy, timeline and messaging
CONSUMER
CONFIRM AND FINALIZE CONSUMER
SERVICES AND AMENITIES
AVAILABLE AT THE PROPERTY
• Customer service center
• VIP program
• Shopper service experiences
• Marketing manager in place
24
20
16
12
8
4
1
GRAND OPENING
MONTHS
CUSTOMIZATION = YOU GET ME

INFORM:LEASING
SEM
• Site retargeting
(pixel on-site to capture search behavior)
• Search retargeting
• Behavior match targeting
• Display and print advertising
TRADE SHOW MARKETING
AND EVENTS
• Execute media campaign
• Print and digital media runs
• Public and media relations – introductions,
pitches, corporate sponsorship opportunities,
thought leader public speaking opportunities
EMAIL MARKETING EXECUTION
• Deliver timely strategic messaging to target
market to reach, confirm and follow up with
key retailers
LEAD GENERATION RAMPS UP
• Engage, nurture, convert
TOUCHPOINT PROGRAM BEGINS
• Execute specific and customized
touchpoints to top prospective retailers
24
20
16
12
8
4
1
GRAND OPENING
MONTHS
MEASURE WHAT IS MEASURABLE,
AND MAKE MEASURABLE WHAT IS NOT SO.
GALILEO GALILEI

INFORM:CONSUMER
MARKETING, PUBLIC RELATIONS
AND MEDIA PLAN
• Competitive overview
• Target audience
• Objectives, strategies and tactics
• Annual advertising, PR and marketing budget
SOCIAL MEDIA PLAN AND
PLATFORM DEVELOPMENT
• Development overview and goals
• Crisis management and training
• Platform strategy
• Content and promotion
• Campaign development
• Engagement and outreach
• Analytics and listening tool
BRANDING CAMPAIGN
• Concept and create all branding campaign
deliverables based on marketing plan
• Photography and video shoot as needed
RESPONSIVE WEBSITE
• On and off page SEO
• Design and programming
• Data capture and CTA
• Link building (consumer networks/influencers)
DATABASE PROGRAM SET-UP
• Select and establish CRM system for email
marketing efforts
24
20
16
12
8
4
1
GRAND OPENING
MONTHS
HUMAN TO HUMAN (H2H) -
THE NEW APPROACH TO BRANDING

ACT:LEASING
ON-GOING
• Trade show marketing and events
• SEM
• Touchpoint program
• Email marketing
• Lead generation
• Analytics and performance
reviewed and refined
24
20
16
12
8
4
1
GRAND OPENING
MONTHS
THE CRITICAL B2B SALES FUNNEL
AFTER ONE YEAR OF LEAD
NURTURING, 32% OF COMPANIES
CLAIM TO SEE INCREASED REVENUE.
FOR THOSE WHO HAVE BEEN USING
IT FOR MORE THAN TWO YEARS,
THE FIGURE IS 40%.
(Benchmarking Report Marketing automation – B2Bmarketing.net and Circle Research)
67% OF B2B MARKETERS SAY
THEY SEE AT LEAST A 10% INCREASE
IN SALES OPPORTUNITIES THROUGH
LEAD NURTURING, WITH 15% SEEING
OPPORTUNITIES INCREASE BY 30%
OR MORE.
(2014 Lead Nurturing Benchmark Study – DemandGen)

ACT:CONSUMER
ADVERTISING AND MARKETING
• Local Marketplace - billboard, signage,
sponsorships, PR monthly evergreen stories
and new store announcements, tourism and
economic development initiatives
VIP/CITY/GOVERNMENT
PRESS EVENT
• Host local VIP press event – milestone
completion of property
COLLATERAL DEVELOPMENT
• Design all on-site collateral and additional
marketing deliverables such as tourism flyers
24
20
16
12
8
4
1
GRAND OPENING
MONTHS
ENTICE THEM WITH YOUR GREATNESS
ADDITIONAL ON-SITE SIGNAGE
• Execute any needed signage as
development nears completion – new
fence signage, barricades, way finding
ON-GOING
• Public and media relations
• Social media management
• SEM
• Database management
• Email marketing

NURTURE:LEASING&CONSUMER
24
20
16
12
8
4
1
GRAND OPENING
MONTHS
IF THEY DON’T KNOW YOU BY NOW, JUST SAYING...
LEASING
ON-GOING
• SEM
• Email marketing
• Lead generation
CONSUMER
GRAND OPENING EVENT PLAN AND COLLATERAL
• Finalize details of the plan and resource contracts
• Create all corresponding collateral and graphics
• Develop a joint marketing timeline with tenant grand opening plans
ON-GOING
• Advertising and marketing
(finalize grand opening campaign strategy)
• SEM
• Email marketing
• Analytics and performance reviewed and refined

24
20
16
12
8
4
1
GRAND OPENING
MONTHS
WHAT’S ALL THE CHATTER ABOUT? YOU!
LEASING
ON-GOING
• SEM
• Email marketing
• Lead generation
CONSUMER
INSTALL ALL COLLATERAL ON PROPERTY
• Window signage, barricades, posters
• Confirm details and resources for grand opening week
ON-GOING
• SEM
• Email marketing

24
20
16
12
8
4
1
GRAND
OPENING
MONTHS
LEASING
TENANT AND EMPLOYEE -
WELCOME AND
THANK YOU PARTY
• Hold the week of public opening
ON-GOING
• SEM
• Email marketing
• Lead generation
CONSUMER
GRAND OPENING VIP PARTY
• Hold the day or night before public opening –
budget to determine gala affair
• Swag and giveaways
PUBLIC GRAND OPENING AND EVENTS
• Execute flawlessly all day of and week long special events
• Swag and giveaways
DATA CAPTURE
• Shopper program promoted
ON-GOING
• SEM
• Email marketing
TALK OF THE TOWN

CASE
STUDIES

STORIES WELL TOLD
CREATE BRANDS WELL LOVED
WE ARE INFLUENCERS –
immersing ourselves in your business to uncover unique
opportunities to engage your audience, find solutions
to your challenges and then provide services that drive
traffic, generate sales, and build brand advocates.
We recognize that detailed thought and execution is
critical to the mutual success of our clients and infinitee.

ICSC SE Presentation: Brand It & They Will Come

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Ähnlich wie ICSC SE Presentation: Brand It & They Will Come

Ähnlich wie ICSC SE Presentation: Brand It & They Will Come (20)

Mehr von infinitee Communications, Inc.

Mehr von infinitee Communications, Inc. (6)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

ICSC SE Presentation: Brand It & They Will Come