marketing

Operational excellence is achieved when management is able to successfully strike a balance between innovative approaches and traditional corporate values. ACROSS spoke with HBB about tailor-made approaches to center management, why the consistent pursuit of the idea of community and close cooperation with cities is the most significant success factor, especially in turbulent times, and why pop-up stores amount to so much more than a means of concealing vacancies.

Europe’s retail property sector was disproportionately impacted by the pandemic, pushing its marketing efforts to be more innovative than ever. The Solal Awards, launched by ECSP, recognizes marketing excellence in retail and leisure destinations right across the continent. The Solal Awards are now open for submissions.

Until recently, the main source of income for the owners of commercial real estate was the rental of premises and, to a more marginal extent; commercial stands or ‘Islands’. An active attitude by the property manager, however, can provide additional monetization. The provision of quality advertising exposures increases the long-term value of real estate assets.

In times of unpredictability, marketing spending is usually the first candidate for budget cuts. Marketing management in the commercial real estate sector must be highly focussed on the issues that are fundamental to the business of property owners which directly contributes to increasing their value.

Many retail real estate companies are currently hesitant to promote their sustainability efforts. The fear of being accused of greenwashing if the location or company is not 100% sustainable outweighs the potential upside of leasing to green-minded tenants. Yet, there is a clear and simple strategy when it comes to marketing one’s sustainability efforts without fearing to be accused of greenwashing.

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