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.
From now on Franka Lange is responsible for the new position of Head of Marketing and Digitalization. Alexander Elle becomes the new Senior Leasing Manager.
Hammerson has appointed Sarah Tinsley as Director of Marketing and Placemaking, to support its commitment to shaping and creating vibrant urban spaces.
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.
