marketing activities of town centre partnerships: from ... · 20 september 2017 future high street...
TRANSCRIPT
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Marketing activities of Town Centre Partnerships: From mismatch to perfect fit?!
Anne Risselada Dr, Senior ResearcherDaphne Hagen MM, Lecturer & PhD candidate
Amsterdam University of Applied Sciences
20 September 2017Future High Street Conferences
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… THIS IS REALITY
THIS IS RETAIL AT IT’S BEST…
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COLLECTIVE DIGITAL MARKETING ACTIVITIES
• Apps
• Websites
• Webshops
• Social media
• Loyalty programmes
• Location based offers
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2 YEAR RESEARCH PROJECT:TOWN CENTRE PARTNERSHIPS & (ONLINE) MARKETING
TCP point of view
1. Web-inventory: presence & content websites (N=758)
2. Survey among Partnerships (N=175)
3. Interviews among Partnerships (N=50)
Consumer point of view
1. Consumer survey (N=2.500)
2. Consumer survey Arnhem (N=227)
3. Consumer interviews (N=40)
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GAP BETWEEN MARKETING EFFORTS AND CONSUMER NEEDS?
Website
Social media
Discounts & special offers
Free wifi
Town centre offerConsumer interest
66
WHY THIS MISMATCH?
...due to:
• Lack of market insights
• Lack of resources
• Lack of capabilities
Decisions based on gut feelings…
77
IMPORTANCE OF RESEARCH
Convinced consumer research is
needed
Satisfied with amount
of data gathered
88
RESEARCH WOULD HAVE SHOWN…
5%
7%
7%
9%
11%
11%
16%
24%
30%
30%
36%
38%
41%
47%
4%
5%
6%
6%
7%
11%
17%
18%
21%
29%
40%
40%
41%
49%
0% 10% 20% 30% 40% 50% 60%
Social media sites
Webshop
Smartphone app
Website
E-mail newsletter
Location based offers
Free Wi-Fi
collective loyalty programmes
Digital coupons / vouchers
Events such as christmas markets
Improved ambiance
Reduced vacancy rates
Reduced parking rates
Improved retail offer
Mar
keti
ng
chan
nel
sM
arke
tin
g ac
tivt
ies
Ph
ysic
alad
just
men
ts
I will prolongue my town centre visit I will visit the town centre more often
Choose channels that fit the target group
Get the basics right!
Organise engaging activities
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CONSUMER NEEDS DIFFER ACROSS TARGET GROUPS
* % of consumers interested in online channel or marketing activity
1010* % of consumers interested in online channel or marketing activity
CONSUMER NEEDS DIFFER ACROSS TARGET GROUPS
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TOP 3 MARKETING ACTIVITIES THAT INFLUENCE CONSUMER BEHAVIOUR
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MISMATCH DUE TO LACK OF RESOURCES
• Only 20% report enough financial resources to achieve marketing goals
• Only 26% report enough capacity to sustain online activities
• 87% report that it is always the same persons that carry the load
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MISMATCH DUE TO LACK CAPABILITIES
But…
• Only 40% is satisfied with cooperation
• Only 44% is satisfied with online skills within TCP
Cooperation between different stakeholders
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WHAT DO PARTNERSHIPS THAT COOPERATE HAVE IN COMMON?
They are more capable..
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FROM MISMATCH TO PERFECT FIT
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Research consumer
needs
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Make realistic choices
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Shared and measurable
goals
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Seek cooperation
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Evaluate & adjust
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IMPACT
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Town centre website and Facebook useCreate more consumer engagement through relevant content and timing
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TOWN CENTRE WEBSITES AND FACEBOOK
On average, a town
centre Facebook post gets: 15 2 2
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SUCCESFULL WEBSITES
500.987 per year 27.274 per year < 5.000 per year
404.457 per year < 5.000 per year 273.434 per year
SUCCESFULL WEBSITES?
2020
WHAT DO PARTNERSHIPS WITH MANY WEBSITE VISITORS HAVE IN COMMON?
Opportunities for engaging in loyalty programmes
Traffic is often direct or referral from other websites
Information on retail offer, accessibility and facilities
Website is additional to various social media by partnership
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WHAT DO PARTNERSHIPS WITH MANY FACEBOOK FOLLOWERS HAVE IN COMMON?
Active on various social media
Average number of 23 posts per month
Facebook is additional to successful town centre website
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WHAT DO PARTNERSHIPS WITH MANY LIKES, SHARES AND REACTIONS ON FACEBOOK POSTS HAVE IN COMMON?
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A few quotes…
“I might come more often if special offers were communicated online”. (consumer)
“That was all she did privately as well, but now she is out of the game and you notice that. She could put anything on it, she was a real IJmuiden gal that communicated in a great way. We got a lot of response” (entrepreneur)
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Thank you for your attention!
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More information
Dr. Jesse WeltevredenProfessor of E-business
[email protected]+31 (0)6 10 15 32 68
Dr. Anne RisseladaSenior Researcher
[email protected]+31 (0) 6 211 55 722
Daphne Hagen MMLecturer & PhD candidate
[email protected]+31 (0)6 47 05 00 92