Enhancing Property Value Through Digital Marketing, Promotions & Partnerships
2. Source of Insight
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Mara Russiaky | Russiaky@rpai.com:
Assistant Vice President, Senior Marketing Director – North & West Regions
Mara Russiaky began her career in commercial retail real estate in 1994 with Equity Properties, as an Assistant Marketing
Manager. In 1997 Mara joined the Simon Property Group where she executed a myriad of successful marketing events,
promotions and increased NOI through various sponsorships and partnership programs. Mara joined RPAI in April 2008 as a
Marketing Director for our Midwest and Southeast regions and was responsible for the management of all consumer-marketing,
social media, advertising and local promotions.
She has received three ICSC US Silver MAXI awards to date. In 2013, Mara was elevated to an Assistant Vice President,
Senior Marketing Director for our North and West regions. Her responsibilities have since expanded to include center
sponsorships, income generation opportunities and gift card program. She has also become an active member of ICSC and
was honored to be a Judge for the 2014 U.S. MAXI Awards.
Tim O’Connell | TOConnell@rpai.com:
Assistant Vice President, Director of Digital Marketing & Corporate Communications
Tim O’Connell is the Assistant Vice President, Director of Digital Marketing & Communications for RPAI where he is responsible
for the Company’s marketing, advertising, public relations and market research initiatives. He plays an integral role in the
Company’s re-branding initiatives as part of the company’s IPO in 2012.
He leads RPAI’s charitable giving including a partnership with The Wellness House, employee engagement and overall marketing
initiatives. He works collaboratively with the executive management team to develop and implement key messages supporting all
investor information and presentations to the board of directors, shareholders, investors and rating agencies. Tim is an active
member with International Council of Shopping Centers (ICSC) and was the recipient of the ICSC 2011 US Silver MAXI Award for
an inter-disciplinary campaign and the ICSC 2012 US Silver MAXI Award for New Media Excellence within Emerging Technology.
In 2011, Tim was also honored with the ICSC John T. Riordan Professional Education Scholarship Award. Tim will have the honor
of teaching a class on Shopping Centers in the Digital Age at the University of Shopping Centers in San Diego, CA in October of
this year.
He received his B.B.A. in Marketing from Benedictine University in Lisle, Illinois, where he is an active alumni member for the
College of Business.
3. Our Social Mission
Utilize digital media to engage with our shoppers
by sharing information about our retailers,
promote special events and create stronger
consumer outreach and feedback options to
drive traffic to RPAI centers.
Through the use of digital media, we will
continue to build our brand by putting a face and
personality to RPAI and our centers.
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5. The Shopping Center Outlook
Many shopping center
companies require and
expect management
teams to be
responsible for
generating revenue
from multiple sources
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$$$
+Income
Advertising
Marketing
Events
6. Marketing Professionals are
Responsible for…
Consumer-driven product creation and
management that generates both short
term and long term revenue from multiple
sources
Contributing to shopping center owner’s
goals
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8. Be Aware of Buyers’ Environment
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Buyers are already overwhelmed, not just
from our own content, but the 1,000s of
pieces of other companies’ content as well.
9. What is Content Curation?
The process of analyzing and sorting web
content and presenting it in a meaningful and
organized way around a specific theme
Thoughts, words and ideas of others can be
helpful to establish yourself as a value added
resource and as a destination for information
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11. Handing Content Over to
Your Customers
Brands like Forbes and Lucky have cachet that
writers think they can leverage – both through
exposure and credentials
One-sided benefits do not make a sustainable
model
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Editorial
Theme
Approval
Process
Reward
12. Warby Parker: Home Try-On Program
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Customers try on new eyeglass frames
at home and upload photos to Warby’s
facebook and Instagram pages.
Try-on users
have posted
25,000+ images
40,000+ to
Instagram.
14. Lucky Magazine: Lucky Community
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Community-driven content section
Features advice and style tips from bloggers and
influencers around the world
Intended to encourage print readers to go online and
read more
Aims to give readers their own voice via photo and blog
contributions.
Increased online stays from 2 minutes to 4.5 minutes
15. When to Seek Community-Driven Content
Events
–Offline events are a great way to get content
submissions for brands
–Contributors should be given very specific call
to actions for the type of content you need
• EX: send us a photo of the best sunglasses you
saw, submit your dance Vine, tell us your favorite
song at tonight’s concert series.
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16. When to Seek Community-Driven Content
Trends / Products
– Seasonal cues will drive users to the web to seek
online insight for the latest trends, or tips and tricks
for back-to-school or holiday shopping
– Readers trust peer reviews more than anything they
read on the web
– Post real world expertise on what to look for while
shopping and, most importantly, where to find the
newest looks, gadgets, amenities, etc.
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17. Where to Source Content
Today, the market for different streams of
curation tools is growing rapidly.
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19. : A Display Window to Your Center
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Over 200M monthly posts
20 Billion photos shared
60M Posted daily
1.6 Billion likes daily
65% of users between
ages of 18-34
Facebook that targets
ages 25-34 & 55+
22. : A Display Window to Your Center
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Show Your Product
How It’s Made
Go Behind the Scenes
What Can It Do
Give Sneak Peak
Show Your Team
Bring Them With
Celebrity Sightings
Kill ‘Em With Cuteness
23. : Lights, Camera, #VideoMarketing!
This is going to take a while
–Any video longer than 5 minutes is infringing
on your audience’s time
–Keep it short
–Think bite-sized 3 minute videos
–Tell a story with a tight editorial focus
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24. : Lights, Camera, #VideoMarketing!
Focus on the Organization Instead of the
Mission
–Great videos tell stories from the field
–Vignettes that reveal your work slowly and
authentically
–The best videos don’t even mention the
sponsoring organization outside of the credits
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25. Go Mobile, or Go Home #MobileMarketing
Almost 40% of time spent online is now done through
some sort of mobile device
With new and faster products being churned out every
month, mobile use is anticipated to grow at a rapid pace
in 2014.
Invest in marketing platforms that are mobile-friendly,
responsive and adaptive.
– Mobile-Friendly
– Responsive
– Adaptive
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29. Step Right Up Folks! #MarketingContests
Your number of fans has leveled out. How do you
build more?
Create more promotions, contests and
giveaways, in order to attract new fans and
interact with existing ones.
Offer a fun factor, which increases the possibility
of enthusiastic participation and engagement.
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31. Whole Foods Digital Marketing
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Enhances in-store
experience with the help
of mobile commerce
provider Digby.
Shoppers can scan
barcodes and access rich
information about
products
Whole Foods builds
behavior profiles based on
customers’ habits
32. Teen Advisory board (TAB)
Situation: After several vandalism incidents
and complaints about crowds of loitering teens taking
away business from Southlake, TAB was formed.
Mission: Establish and grow a dedicated group of high
school trendsetters, committed to enriching Southlake
Town Square for their peers and the community.
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33. Teen Advisory board (TAB)
Utilized facebook page to recruit
Over 68% of the center’s fans were younger than 25
years of age
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Applaudedbylocalcommunityleaders,teens,
retailersandshoppers.
35. Scene @ The Shops
Facebook campaign that
promoted The Shops as
the place to be seen.
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36. Wish Upon A Store: Pin To Win
Provided holiday gift guide to promote stores
with “enter to win” component.
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37. Social Media Partnerships
“12 Pins of Christmas” – The Brickyard
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Consumers visited the WICU-TV website to
enter for a chance to WIN!
Entry Process via Website
Consumers learned about the contest
through TV ads, website banners,
eblast, on-site advertising, and
Facebook
Launch Promotion Efforts
The promotion required entrants to
identify their favorite pin on the
promotional Pinterest board, driving
online traffic to Brickyard’s Pinterest
account!
Social Integration
42. Develop Speaking Points For Your
Company
Does your content truly help front-line sales
executives sell?
Package your research results and success
stories into papers, podcasts, videos and
events
Include all of the rich hard-earned insights that
you have gathered over the last few months
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43. The Power of a Conversation Kit
Create an interview guide for your team to
discuss findings with your tenants, customers,
etc.
Develop a flow chart that plots your customers
position relative to its peer universe for a few key
indicators
TRACK YOUR RESULTS…ROI
Build a summary sheet for your Executive Team
and share your results
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Decide on an editorial theme to kickoff
Develop a Review & Approval Process
Reward Your Contributors
Brands like Forbes and Lucky have cachet that writers think they can leverage – both through exposure and credentials
One-sided benefits do not make a sustainable model
Advantages
Visually pleasing and engaging
1/10th the audience has facebook, but has 15x the engagement
User generated images increase the conversation by 5 to 7%
90% of prestigious brands have a presence on Instagram
Up from 63% in July of 2013
What do brands do on Instagram to keep their audience engaged?
43% of brands post more than once a day
73% of brands are producing Instagram videos
Brands are porting approximately 15 images for every one video they create
14% of brands integrate user-generated content from Instagram on their sites
54% of brands link to their Instagram account to facebook
“12 Pins of Christmas” was an integrated campaign, promoted across multiple mediums including traditional, web, social, and on-site advertising. The contest encouraged engagement on Pinterest, drove online traffic to The Brickyard’s partner website (WCIU-TV), and ultimately drove traffic to the center, positively impacting sales.