Marketing: efficient, holistic and driving sales

Most shopping centres today are characterised by a similar tenant mix, similar concepts and comparable location. The shopping centre area per capita is successively growing, as well as the number of competitive discount shops. Therefore, the marketing of shopping centres constitutes for Balmain Property Management one of the most important competences in the day-to-day management in the property life cycle. The challenge of sustaining the constant attractiveness of shopping centres for the consumers and for the tenants increases by the day.

Balmain Property Management has the best marketing specialists, with many years’ experience and industry awards to their name. Their expertise, not only with commercial property background, results in the creation of optimal, innovative marketing solutions. The holistic marketing philosophy uses the competences of local and international specialists in property management who work within the Balmain Asset Management Group and within Balmain Property Management.

Balmain Property Management’s marketing strategies are based on precise analyses of broad market research, covering the location and consumer analyses, the newest shopping trends, as well as the demographic and consumer focus group research. The co-operation and liaison with the tenants constitutes an important element of our marketing strategy.

We test the tenants’ opinions cyclically, which enables us to assess the activities we perform. The detailed reporting systems assist with controlling marketing expenses (thus maximising ROI) and assessing current activities. Our quick response to changing competitive behaviour helps us achieve our strategic goals.

Balmain Property Management’s marketing team strives for high sales from high frequency of visits in its managed shopping centres, as well as increasing the centres’ attractiveness, to build a positive brand image. We are always on the look-out for marketing solutions to generate additional revenue through letting of space in shopping centres as an advertising medium for different kinds of advertising activities, such as advertising goods or services, or renting advertising space for POS promotions for external clients. Income obtained from renting advertising space (STL) can have a positive effect on increasing net income and thus ultimately the value of the property.