Meeting the Challenges of the Empowered Consumers. Creating Successful First Choice Destination Brands

Clive WoodgerMay 2015

Meeting the challenges of the empowered consumerCreating successful first choicedestination brands

SCG LONDON SERVICES AND EXPERIENCE | REAL ESTATE BRANDING | PAGE 6

Our Include Brand Consultancy

ENGLISHISH

РУКОВОДСТВО ПО БРЭНДУ ЭНТУЗИАСТ ’04ENTUZIAST INTRODUCTORY BRAND GUIDELINES '04

ОСНОВНЫЕ ЭЛЕМЕНТЫBASIC ELEMENTS2.01

Логотип «Энтузиаста»The Enthusiast identity

Логотип может воспроизводиться в одном варианте двуцветной комбинации. Первичный вариант – Желтый на фоне Темно Серого цвета древесного угля или вторичный вариант Темно Серый на фоне Желтого.

Такое решение придает логотипу гибкость применения в разнообразных форматах и материалах. Следующие страницы предлагают руководство по расположению деталей, размерам и цвету для основных элементов, которым следует строго придерживаться.

ПРИМЕЧАНИЕ: Запрещается использование других конфигураций. Для вопросов воспроизводства рекомендуется обращаться к мастер копии.

The Enthusiast identity The identity may appear in one of two colour configurations. The primary colourway of Yellow out of Charcoal Grey or, the secondary colourway of Charcoal Grey out of Yellow.

This gives the identity a flexibility to operate over a range of different applications and materials. The following pages provide layout, dimensional and colour use guidelines for the basic elements and should be rigorously adhered to.

NOTE: No other configuration is permitted for application. Refer to master artwork for all reproduction purposes.

Первичный вариант логотипаPrimary colourway

Вторичный вариант логотипаSecondary colourway

РУССКИЙКИЙ



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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)

• The changing consumer

• The changing marketing landscape

• Innovation in centre marketing

• Strategic brand positioning

• Delivering the promise

The Empowered ConsumerCreating 1st Choice Destination Brands

Shopping centres are destination brands

To achieve a synergy of branding and marketingPositive Differentation... Delivering the Promise... Optimising Resources

Brand Equity = Image and Reputation = Capital Value Your brand is an asset... that needs to nurtured and managed

The Challenge:

Connecting with Millennial ShoppersMillennials

62% want brand engagement on social networks42% want to co-create products with companies

87% using multiple tech devices 60% are brand loyal 75% expect brands to give back to society

Video: https://www.youtube.com/watch?v=esvs89XNUPg (47 Secs to play)

Ways to win the the millennials

Expensive High external costs - ad creation, media buying, printing etcOne way process - passive consumersOutward bound only / Difficult to track results

TV, radio, billboard, newspaper and magazine advertising, direct mail, brochures and leaflets

‘Traditional’ media - ‘push’ marketing

Problems:

Traditional Media Decline

Empowered Consumers

Photosharing

Social NetworkingVideo Campaigns

Forums

Blogging

Social Bookmarks

Interactive, continuous process. Focused on richness of contentEmpowered consumers making informed decisions

Consumers exerting positive (and negative) influence on others’ decisions

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...

“Empowered consumers will continue to increase the influence they exert over a brand’s messaging and communication, and brands will respond by innovating on ways to co-opt consumers / consumer messaging.”

Innovative Centre Marketing

Source: Centerview Capital research

Seamless Omni-Channel

Touch Point Synergy?

PR & Event marketing with a difference

Video: https://www.youtube.com/watch?v=_kBz-8m6jEY (to play in full)

Shoe Carnival at Selfridges, London “It’s shopping, but not as you know it.”

• Experience workshop by Harrys of London: custom colour finishes• ‘Tattoo Your Shoe’ by Sweeney Shoes• Buy Tods and get a complimentary embossing of your initialsW

Interactive & Immersive mall experiences Lifestyle. Health. Entertainment.

2013 rebranded Group & centres to ‘intu’ “There was a time when our business was fairly straightforward. We created buildings and filled them with shops. We kept them clean, comfortable and attractive. We marketed spaces, collected rents and encouraged people to visit us. But things change. These days people expect far more from their shopping centres.”

Capital Shopping Centres GroupDeveloper brand positioning

Positive brand visionIncongruous name/identity

Colgate at Southampton’s WestQuay & SM Mall of AsiaCommercialisation..Enhancement..Detraction?

“The consumer experiences captured on our road show were highly engaging and motivating for target consumers who were exposed to them. What better way to convince of product efficacy than seeing real people's real reactions to an outstandingly”good product? The content was used as the focus of highly successful ATL, online and social activations.”

Building AuthorityRecently launched:• Downloadable recipe book • Pulse new fashion blog

Westfield, LondonStrategic marketing

• ‘Pulse’ with original content promoting tenant brands + links to related social media; hashtag

‘The Home of Shopping in London’

• ‘The Village promotes luxury shopping & experiences

Customer Journey...Opportunities

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Strategic Marketing...Digital Engagement

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A renewed management culture? - Less landlord facilities manager More retailer partner

Centre Management TeamPA & NetworkAdministrator

CentreDirector

Fire Officer

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 difference”

Delivering the promise - Centre management challengeCreating the brand experience...Shared visions?

“our people make the difference”

a retailer partnership

Delivering our Promise...

Boulevard, Saudi ArabiaMetquarter, UKEsentai Mall, Kazakhstan

Luxury fashion shopping centre, located on stylish Kings Road in Jeddah, Saudi Arabia• 10,000m2open-airmalltenantedbytop internationalfashionbrands

• Premium,exclusivefashiondestinationfor wealthy,elitetargetmarket-bothmen and women

• Graphicdevelopmenttomakeidentitymore elegant, create monogram and dynamic brandtextures

• Transformationofexistingbuildingshell structures through adding key features and design elements

• Rooftop‘designer’cafe/restaurants,water features,screens,balustrades,seating, canopies and terraces

Our Role: Identitydevelopment,signageandwayfinding,brandstrategyandsocialmediamarketingcampaign, shopfront guidelines, lighting, landscaping and design treatments throughout.

Before

After

Boulevard

Brand Concept & Digital Marketing Boulevard Fashion Blog

Metquarter

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Option 2, View 2

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Exterior Visuals Whitechapel

Luxury Shopping Centre in Liverpool, UK• GLA12,635sqm

• Schemeoccupiesthecentrallylocated2acre siteofthegrandformerPostOfficeand retains original façade

• Openedin2006asaluxurymall,now competingagainstLiverpoolONE(thelargest open air shopping centre in the UK and the 10thlargestoverall)

• Upmarketretailandleisuremix

• TenantsincludeHugoBoss,Armani Exchange,M.A.C,Timberland,JackWills, Gieves&Hawkes,AllSaints,Daniel,Diesel, Fossil,KurtGeiger,LKBennett,Links, Mococo,UrbanCalm,TMLewin,Tommy Hilfiger.PatisserieValerie,Costa,Carluccio’s, CaffeNovecento

Our Role:Brandname,strategyandpositioning, brandidentityandcommunications, signage,centredesign(interior/exterior), website,marketing.

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WELCOME

WELCOME

TOILETS

ESCALATOR

LIFT

CINEMA

MOTHER &CHILD

RESTAURANT

Eli sent. Actamdit, notius.

Upecri pultorede occhuitra pordiendena, con vir

missa molutuius obse nica non senatus vis nonvo

Graphic Direction — Signage Variations

Wall plaque Projecting wall sign

Totem

Hanging Sign

Metquarter#WINTERWONDERFUL

Turning Followers, Likers and Instagrammers into shoppers

INCREASE IN YEAR-ON-YEAR DECEMBER SALES

+35%

+4%

+94%

+2%

+10%

MQ FLOWERS

+9%

+4%

+29%+9%

RESULTS

+96%

+94%

857,98822,693+121%+23%

LIKES INCREASED

TOTAL REACH

TOTAL SHARES

FOLLOWERS INCREASED

FOLLOWERS INCREASED

INCREASE IN TOTALSOCIAL MEDIA FOLLOWERS =

Digital Marketing Campaign

Esentai Mall Shopping Mall In Almaty, Kazakhstan• PartofEsentaiPark,anewmixed-use developmentwhichincludesluxury residential, commercial towers and five-starhotel

• GBA–52,000sqm

• GLA–45,000sqm

• Opening4Q2012

Our Role:Brandingandcommunicationsdesign, navigation,website.

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Visual Transformational

Esentai Mall Digital Concept & Design

Creating Brand Synergy™

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