The Palms /Palms Portfolio
Launch and marketing plan to prospective operators 2014
Setting the scene…The Challenge
Initial feedback from our contacts
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Few aware of entry of international brands
Lack of appreciation of potential and profile of consumers
Not on their radar – why should Nigeria be a priority?
Expect extensive evidence of commercial case tailored to their offer
Setting the scene…The Opportunity
Massive unserved demand beyond Lagos
Source: www.howwemadeitinafrica.com
Lagos alone could accommodate 20 shopping malls
Source: www.howwemadeitinafrica.com
Consumers prefer international brands
Source: in.reuters.com
Our outline approach
• Differentiate The Palms/Palms as truly world class in everything we
do…
• Global brands, exciting destinations
• Superior environments to showcase your brand
• Ideal platform and partner for your expansion
• Established and experienced
• Inspiring vision, safe pair of hands
• Clear and compelling commercial rationale for Nigeria/Palms
• How we fit with your brand
Principal elements
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Branding strategy suited to international retailers
Compelling business case for The Palms/Portfolio
Selection of target operators and rational
Road test concept and appeal with selected retailers
High quality marketing collateral
London office managed by Clarity to field initial enquiries and demonstrate
commitment
Launch at established industry event
Partner with leading media
Sustained marketing activities
Follow up/relationship development
Develop business case and branding strategy
Step 1
• Development of branding strategy, imagery, messaging
• Define operator mix & offers for The Palms/Palms brands
• Drawing up list of target operators
• Business case development
• Creation of Palms presentation PDF
Benefit:
• The right look; the right message; the right audience and the right
information to professionally and efficiently recruit the right retailers
Test brand and develop relationship with
selection of known contacts
Step 2
• Research & questionnaire development
• One to one meetings with target operators/influencers
• Research feedback
• Refine branding, messaging & proposition
Benefit:
• Tried and tested approach increases likelihood of recruiting top
brands, saves time and gives better return on your investment
Create marketing collateral
Step 3
• Website
• Presentation
• Lettings brochure
• Full page advertisement
• Profile
• Video
Benefit:
• Professionally and consistently convey the opportunity
Launch activities
Step 4
• Advertisement and profile in key media
• PR and social media campaign
• Invitations to target operators/agents
• Attendance at key event – RLI Deal Making Forum
• Follow up & gain feedback
• Ongoing campaign for business press and trade- retail, construction,
employment, tourism etc. press
Benefit:
• Generate awareness, establish credibility and create leads time and cost
effectively
The Palms letting website
Home page
With blog to convey progress/milestones/credibility
About
Retail and Leisure
Overview of development, demographics and potential, launch plans
Overview of desired tenant mix, operators already on site, facilities planned, retailers
sought
Who to contact/team
Leasing “brochure” – floor plan, site map, aerial map. PDF to download
Form (would also be on each screen as Call to Action)
Leasing
Contact
Media
News
Ownership
Image gallery and contacts
Video gallery
Press releases, blog, twitter, coverage
Overview
Link to consumer Palms site
Link to Persianas/ARIA sites
corporate.westfield.com/new-developments/
Corporate Westfield
Example websites
themallatuniversitytowncenter.com
Example websites
The Mall at University Town Center
www.americandream.com
Example websites
American Dream Meadlowlands
grand-towersproperties.com/projects/abuja-mall/
Grand Towers Properties: Abuja Mall
Example websites
www.eko-mall.com
Eko Mall Lagos
Example websites
www.grand-towersproperties.com/uploads/files/brochure.pdf
Grand Towers Properties: Abuja Mall
Example letting brochures
www.intersel.co.uk/ekomall/eko_mall.pdf
Eko Mall Lagos
Example letting brochures
The Launch Event
RLI Connect 2014
4th - 5th June 2014 Chelsea Football Club
The world’s first global retail & leisure deal-making
forum, connecting retailers, franchise operators,
owners & developers, in one place – at one time!
Retailers that attended RLI Connect 2013
Aftershock London • Apaz Food & Energy • Aspinal of London • Attirance SIA • Aurora and Karen Millen • Beauty Bazaar • BHS
• Boux Avenue • Calzedonia • Campo Marzio • Carmen Steffens • Charanga • Crepeaffaire • Debenhams • Deichmann •
Delice Delikatessen • Desigual • Disney Store • Dolce & Gabbana • Dune International • George • Gieves & Hawkes •
Giordano • Gromart S.P.A • Gruppo Clark • Hamleys • Hard Rock International • Harvey Nichols • Holland & Barratt • Hotel
Chocolat • Internacionale • Kering • KidZania • Kiko Make-up • Laura Ashley • Le Verger Shop • Links of London • List Fashion
Group • Luke • Lush • Mackays Stores • Maison JS Co • Mac 88SRL • Marina Home Interiors • Maya Maya • Mothercare •
New Look • NYS Collection • Okku • Parfois • Pepe Jeans • Percassi Management • Quiz Clothing • Saburritos • Square Deal •
The Light Cinemas • The White Gallery • Timberland • Tucano Urbano • Urban Adventure • VF International • WHSmith • YO
Sushi • ZaZa • Zohoor Al Reef • Zumo
The media
RLI: Retail & Leisure International
• World's only global retail & leisure magazine
• International publication
• Well-written analyses
• Informative in-depth articles
• Profiles on the industry's leading operators.
• Circulated monthly to 20,000 individually named CEO's,
Directors and key decision-makers internationally,
• Dedicated to the retail and leisure market
• Valuable insight into the impact of retail and leisure
development on the industry as a whole.
• RLI works in close association with the BCSC, ICSC and
MECSC.
RLI Shopping Centre Profile / Corporate Literature Package
• An editorial & photographic profile package incorporating:
• An entry on the content’s page giving a brief resume of the article, and directing readers to the appropriate pages
• Two full colour pages comprising your editorial, photographs and/or other illustrations
• The full support of our professional editorial copy writing, design and production services teams
• Full exclusivity within your chosen issue (i.e. one developer review per issue)
Timeline
November 2013
• Agree project with Persianas
December 2013
• Work up Branding, testing and targeting,
• Develop presentation on concept for The Palms
• Start work on The Palms website
January /February 2014
• Set up London office
• Approach prospective operators
• Undertake research
• Report and refine concepts
• Negotiate media bookings
• Start work on The Palms advertising & brochure
pack
March/April 2014
• Produce advertisements for RLI and Shopping
Centre News
• Create PR & social media campaign
May/June 2014
• Launch of The Palms
• RLI 4-5th June 2014 Chelsea Football Club
• Invites to targets
• Advertisement, PR & social media campaign run
July/August 2014
• Follow up introductions made
• Evaluate
Next Steps
• Discuss plan
• Budget – see hand-out
• Role and resources
• Existing information audit