The ICSC Blog

May 27, 2014

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#MillennialsMoneyMakesTheWorldGo’Round


Knowing how to attract Millennials’ money is the name of the game for retailers who know that nearly half of Millennials research products online and then buy them in-store. Retailers must stay ahead of both in-store and online channels to capture cash from Millennials because by 2020, they are expected to spend $1.4 trillion, with 30% representing retail sales.

May 27, 2014

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#RECon14 Recap

Wow, #RECon14 is officially a wrap! Social Media was definitely in full swing this year making a bigger splash than ever in #hashtag land! We ended up reaching over 6.9 million twitter followers and over 48.3 million impressions! That is a 49% in reach and 46% impressions over last year!

We partnered with HootSuite again this year to monitor and track all the activity on social. We used their new product called the Command Center that displayed all the latest tweets and stats on RECon live at the ICSC Coca-Cola lounge.

HootSuite

Now to the ICSC Coca-Cola Happiness Lounge, we evolved from the Social Media Pavilion to the #iTechLounge and now into the ICSC Coca-Cola Happiness Lounge. We held sessions all three days on Social and Digital Marketing, we launched the #MyStepsCount social campaign and a basketball hoop challenge in which our very own Jesse Tron came in 2nd place with a 103 points! We also gave over 6200 samples of Coca-Cola products within those three days! We had free Wi-Fi and charging stations provided by Verizon. Check out the video below to see the lounge in its full effect.

Speaking of the #MyStepsCount, we had about 1.4 million steps counted at RECon and shout out to Amie Leibovitz for coming in 1st place in the staff challenge and winning the iPad! Shout out to Peter Stein and Ashley Smith for coming in 2nd and 3rd place! Check out www.mystepscountapp.com to see the Instagram campaign!

Google stopped by to attend a few sessions and participated in the #MyStepsCount Instagram campaign! They also brought Sarah Malcolm a little Google onesie! LOL! JLL also had the same idea bringing over an ICSC onesie for Malcolm Jr.

IGTwitter

Thanks to all for stopping by the lounge, can’t wait to see you again next year.

May 22, 2014

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The Three Secrets to Marketing Mixed-Used Developments Successfully

ICSC_mixed-use blog post.jpg
By: Rodrigo Lopez, Chief Creative Officer, Neoscape

Mixed-use real estate developments have never been more popular because of the proven success that can arise out of combining housing, retail and office space. But they can be a challenge to market. There are often at least three distinct audiences: people who want to buy or rent a home that checks all of their boxes; shoppers who may already have a lot of choices; and business owners who must balance providing amenities with the price-per-square-foot of their office space.

The good news is it’s not impossible to market a mixed-use development well. And there are many examples of real estate companies that have succeeded. So what are the secrets to success? Here are three tactics:
1. Be less literal with words and images. Instead of having intensely detailed marketing collateral developed for each type of space, consider approaching the project holistically so that the whole is more appealing than its parts. Think about a higher-level message that could appeal to all of the audiences. For example, at Assembly Row (the site of a former Edsel assembly plant) in Somerville, Mass., Federal Realty chose to use the word “Assemble” or “Assembly” as a key verb or noun in its messaging, while also serving as a double entendre that all of these uses are being assembled together for the greater good. Creating films or renderings is another way to be less literal. They can be evocative about a vision or a general location, without getting caught up in the details of what an office, apartment or storefront will look like, while providing overarching branding for the site.

2. Develop an App. Think about your poor salespeople! You have brokers trying to lease office, retail and rentals – or maybe even selling condos. Do they all know the big picture story? Each target will want to know: who is going to work/sleep/shop here? An app allows for salespeople to toggle through various stories, renderings, concepts, floor plans, providing that finer-grained detail when necessary, but also packaged in a way that connects the dots and shows the multiple layers of collateral. Having something tangible is always important in a sale.

3. Don’t ignore the actual site, even if it’s a dirt pile. That may sound scary, but getting potential customers comfortable with a place is often the first step in making them want to go more often. Even before you break ground, this approach builds momentum through branded events such as food truck festivals, movie nights, concerts or art shows – it is essential when you have the challenge of trying to reposition an area in addition to marketing mixed-used projects.