logging in or signing up Sales agency promotion for shopping centre manish83 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 87 Category: Education License: All Rights Reserved Like it (1) Dislike it (0) Added: September 23, 2011 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Slide 1: Topic: Sales Agency Promotion for Shopping Industry By Ast.Prof.Manish RaiCurrent Trends: Current Trends The familiarity of brands comes through its colours,catchy taglines and images or even the types of fonts used in the advertisements. Unfortunately shopping centres are unable to spin the same magic in establishing unique brand personality.Slide 3: The communication Hierarchy in Shopping Centre(Mall) Basic issues: Lack of Proper research in Catchment area analysis. Lack of BTL activities in Pre and Post Opening Brand positioning exercise. Lack of proper communication strategy and review system.Slide 4: Issue 1. Lack of proper research in Catchment area Analysis The primary reason behind the ineffectiveness of mall’s communication is the lack of proper research in demographic and psychographic . Retail real estate is very sensitive business and demands a lot more detailing to work out on the emotional as well as functional offerings of the mall. The leasing and marketing team also need to exchange notes ,separate plans for B2B, And B2C Audience. Existing retail real estate have not been able to create any association with consumers because malls have not been able to keep the promises they made. issue 2.Lack of BTL activities in Pre and Post Opening Brand positioning exercise. : issue 2.Lack of BTL activities in Pre and Post Opening Brand positioning exercise. ATL communications use media that are broadcast and published to mass audiences, BTL communications use media that are more niche focused. Both ATL and BTL communications can be used to either build brand awareness or drive sales through specific offers (promotions), BTL promotions are highly measurable, giving marketers valuable insights into their return-on-investment. These insights can then be used to inform the next BTL communication to the audience and tailor the messaging based on the feedback received .Issue.3 Lack of proper communication strategy and review system: Issue.3 Lack of proper communication strategy and review system Need Strong Communication Strategy which caters the expectation of Mall audience - Set up of Communication Hierarchy Framework. A communication hierarchy denotes The framework of planning, activation and review of communication strategy to be followed by the mall.What is communication hierarchy: What is communication hierarchy Reason to come (segmented) Tier -4 Reason to come (mass) Tier -3 Reason to Believe Tier -2 Brand Tier -1 Model for communication hierarchy Drive trail, frequency, Increase spend, increase stay to a competitive defense to specific segment. Drive trail, frequency, Increase spend, increase stay to a competitive defense to a Mass Audience Tangible proof of why customer should prefer our brands The Brand positioningSlide 8: Brand We ‘re big on living Were more is more Product providing reason to believe GP will own and dominate the big living value positioning in the region-both rationally and personally Tactical providing reason to visit GP will deliver tactical value offers and create big living experience We are big on value offers-- Grand schools Big Sales We are big on living Win a big lifestyle Big wedding expo We are big on Entertainment Big Christmas decoration and ambient entertainment We are big on convenience Extended Christmas trading hoursExtended page: Extended page We are big on value offers- Grand schools Big Sales Local press, outdoors (ours),Activity book, interactive in-centre displays, Shopper dockets We are big on living Win a big lifestyle Big wedding expo Local press, outdoors (ours),web sites, interactive in-centre displays, SMS trgeting,shopper dockets We are big on Entertainment Big Christmas decoration and ambient entertainment Local press, outdoors (ours),web sites, interactive in-centre displays, SMS trgeting,shopper dockets We are big on convenience Extended Christmas trading hours Local press, web sites, in centre signage, catalogue/offer booksconclusion: conclusion Agencies should be involved in more BTL activities to cater catchment area population and understand the desire and demand from several verticals. Management should plan Pre and post promotion campaign according to B2B and B2C customer. You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
Sales agency promotion for shopping centre manish83 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 87 Category: Education License: All Rights Reserved Like it (1) Dislike it (0) Added: September 23, 2011 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Slide 1: Topic: Sales Agency Promotion for Shopping Industry By Ast.Prof.Manish RaiCurrent Trends: Current Trends The familiarity of brands comes through its colours,catchy taglines and images or even the types of fonts used in the advertisements. Unfortunately shopping centres are unable to spin the same magic in establishing unique brand personality.Slide 3: The communication Hierarchy in Shopping Centre(Mall) Basic issues: Lack of Proper research in Catchment area analysis. Lack of BTL activities in Pre and Post Opening Brand positioning exercise. Lack of proper communication strategy and review system.Slide 4: Issue 1. Lack of proper research in Catchment area Analysis The primary reason behind the ineffectiveness of mall’s communication is the lack of proper research in demographic and psychographic . Retail real estate is very sensitive business and demands a lot more detailing to work out on the emotional as well as functional offerings of the mall. The leasing and marketing team also need to exchange notes ,separate plans for B2B, And B2C Audience. Existing retail real estate have not been able to create any association with consumers because malls have not been able to keep the promises they made. issue 2.Lack of BTL activities in Pre and Post Opening Brand positioning exercise. : issue 2.Lack of BTL activities in Pre and Post Opening Brand positioning exercise. ATL communications use media that are broadcast and published to mass audiences, BTL communications use media that are more niche focused. Both ATL and BTL communications can be used to either build brand awareness or drive sales through specific offers (promotions), BTL promotions are highly measurable, giving marketers valuable insights into their return-on-investment. These insights can then be used to inform the next BTL communication to the audience and tailor the messaging based on the feedback received .Issue.3 Lack of proper communication strategy and review system: Issue.3 Lack of proper communication strategy and review system Need Strong Communication Strategy which caters the expectation of Mall audience - Set up of Communication Hierarchy Framework. A communication hierarchy denotes The framework of planning, activation and review of communication strategy to be followed by the mall.What is communication hierarchy: What is communication hierarchy Reason to come (segmented) Tier -4 Reason to come (mass) Tier -3 Reason to Believe Tier -2 Brand Tier -1 Model for communication hierarchy Drive trail, frequency, Increase spend, increase stay to a competitive defense to specific segment. Drive trail, frequency, Increase spend, increase stay to a competitive defense to a Mass Audience Tangible proof of why customer should prefer our brands The Brand positioningSlide 8: Brand We ‘re big on living Were more is more Product providing reason to believe GP will own and dominate the big living value positioning in the region-both rationally and personally Tactical providing reason to visit GP will deliver tactical value offers and create big living experience We are big on value offers-- Grand schools Big Sales We are big on living Win a big lifestyle Big wedding expo We are big on Entertainment Big Christmas decoration and ambient entertainment We are big on convenience Extended Christmas trading hoursExtended page: Extended page We are big on value offers- Grand schools Big Sales Local press, outdoors (ours),Activity book, interactive in-centre displays, Shopper dockets We are big on living Win a big lifestyle Big wedding expo Local press, outdoors (ours),web sites, interactive in-centre displays, SMS trgeting,shopper dockets We are big on Entertainment Big Christmas decoration and ambient entertainment Local press, outdoors (ours),web sites, interactive in-centre displays, SMS trgeting,shopper dockets We are big on convenience Extended Christmas trading hours Local press, web sites, in centre signage, catalogue/offer booksconclusion: conclusion Agencies should be involved in more BTL activities to cater catchment area population and understand the desire and demand from several verticals. Management should plan Pre and post promotion campaign according to B2B and B2C customer.