The epoch of the consumer manages the brand in real estate - this was the conclusion reached by the participants of the AHConferences master class "Real estate marketing: the project brand", which took place on July 13, 2011. The event was attended by over 30 representatives of development and media companies from different cities of Russia. Experts in commercial real estate were the presenters of the master class.
The workshop was opened by Dmitry Zavrazhnov, managing partner of New Angle, who presented trends in consumer behavior and strategic steps for brand management in the era of the buyer: “From a brand that tells the status story about itself (traditional advertising), to a brand that helps consumers tell personal storytelling stories to each other. Brands must provide “ingredients” for creating and communicating status stories. ”
The “economy of expectations” trend represents a well-informed and experienced consumer; the trend will intensify as more and more devices connect to the Internet. Brands should actively engage in dialogue with consumers.
Generation G is a generation of people who are used to sharing, sharing products and information, and getting a lot for free. Generation G awaits concierges and services anytime, anywhere. In the Affiliate & Outsourcing trend, brands collaborate with consumers, designers, brands from other industries, and even competitors. Consumers themselves enter the business arena not just as a feedback tool for brands, but as full-fledged players, participants, creators. They want to not only buy, but also create. Dmitry Zavrazhnov notes that when working with this type of customer it is necessary to create stories, not articles, in advertising to create recognition, not just recognition.
Anna Shadrina, Advertising Director of Capital Group in the “Brand of the shopping center: converting from visitors to buyers” block, noted the role of four components in creating the brand of the shopping and entertainment center: the concept of the shopping and entertainment center, location, tenant pool, marketing and advertising, explained the importance of creating a comprehensive solution focused on the consumer ... The main stages and principles of creating a successful brand were presented on the example of the Rechnoy SEC and the new SEC in Severny Chertanovo, which the company opens in the fall.
General Director of Promotion Realty Vitaly Lvova, speaking about the promotion of commercial real estate, cited the Likerka Loft MFC in Tula and the Arena shopping and entertainment center in Voronezh as examples of successful positioning of objects, the competent reconception of which allowed to triple the site attendance.
Svetlana Yarova, head of the department for work with owners of ASTERA Moscow in an alliance with BNP Paribas Real Estate in the block "How to attract a tenant? !!!" She also emphasized that at the stage of branding and brokerage, it is necessary to understand the future plans of the owner regarding the object. For example, if you plan to sell an object, it is logical to give up rental income at the beginning and form a pool of high-quality anchor tenants.