|
|
Donna CallanderOffbeat Marketing Unlock the Future Conference 2025 |
As the director of Offbeat Marketing Ltd, with nearly 15 years of experience in the retail and property management industries, I've witnessed firsthand the unique challenges of marketing within the facilities management (FM) and property management (PM) sectors, particularly when targeting the retail space.
Our clients, including innovative tech companies like Over-C, disruptive integrated FM companies such as Anchor Group, and specialised firms like Building Design and Management, all share a common goal: making a significant impact in the retail industry. However, the path to success in this sector is far from straightforward.
The primary challenge lies in the complex decision-making hierarchy within retail. You're not just dealing with a single point of contact; instead, you're navigating a web of stakeholders, each with distinct roles and priorities. Property managers focus on day-to-day operations and tenant relations. Asset managers concentrate on maximising property value and investment returns. Landlords have their own set of concerns, while on-site operations teams deal with immediate, practical issues.
This multi-layered structure presents a unique marketing challenge. Each decision- maker has different pain points, and a one-size-fits-all approach simply doesn't work. Our strategy must be nuanced, targeting the main decision-maker while still resonating with others in the chain. It's a delicate balance of addressing diverse needs within a single, cohesive campaign.
Moreover, these decision-makers are inundated with marketing materials daily. They receive countless cold calls, flyers, and LinkedIn messages. In this saturated environment, standing out is crucial. We need to immediately appeal to each stakeholder's specific pain points and clearly demonstrate how our client's solution addresses these issues. It's not just about what a company does; it's about why they should care.
The FM and PM sectors also face the challenge of differentiation. In a market where many companies offer similar services, our job is to establish what makes our clients special. This requires a deep dive into their unique selling propositions and a clear articulation of how they solve problems differently or more effectively than their competitors.
Our approach at Offbeat Marketing Ltd is data-driven and thorough. We begin with a comprehensive discovery exercise, analysing our client's communications, website, brand, customer base, and competitors. This process helps us understand their market positioning, identify key messages that resonate with target users, determine the most effective marketing channels, and uncover any weaknesses in the competition that we can leverage.
Based on this analysis, we develop a year-long marketing strategy with clear objectives, goals, and tactics. This strategy is multi-faceted, targeting various stakeholders with tailored messaging and diverse tactics. It's not just about creating a buzz; it's about creating the right buzz with the right people.
In the FM and PM sectors, successful marketing is about understanding the intricate web of decision-makers, cutting through the noise with targeted, relevant messaging, and clearly articulating unique value propositions. It's a complex challenge, but one that, when navigated successfully, can yield significant results for our clients in the competitive retail landscape.
Donna is on the organising committee for the upcoming Unlock the Future conference on 2 April 2025.
Find out more and book your tickets here.