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Othaim Mall Presentation Final.ppt
- 3. The industry’s first ad agency in Dubai, UAE 1973
- 4. Who Is INTERMARKETS Intermarkets belongs to THG Under which there exists a whole range of comprehensive communication companies, each specialized in its own field “The Holding Group”
- 6. Billings Total : 2006 USD 238 M
- 7. Network A total of 10 full-service Offices throughout the region.
- 9. Our Commitment The measure of a good ad appears on your bottom line
- 10. Independence We are local and we are proud of it
- 12. Our Mission To be value-added partners, not just service providers… Offering accountable, integrated communication solutions that increase your business today while building brand equity
- 13. Our Assets Our people… Their levels of passion, personal involvement & drive you can’t find on an organizational chart
- 14. Our Assets Riyadh office: 56 people Client Servicing: 14 Creative Department: 29 2 creative directors 2 copy writers 8 art directors 6 finalizers 2 traffic controllers 10 graphic designers 10 Support: (media, accounting, admin, production) 1 PR director (2 assistants)
- 15. Our Approach to Business
- 16. Brand/Product Information Market Intelligence Strategic Insight The Creative Idea Our Planning Process Successful Execution
- 17. Brand/Product Information Market Intelligence Strategic Insight The Creative Idea Our Planning Process Successful Execution Mirroring your knowledge about your brand and products Understanding the competitive Environment Customer variables and drivers Discovering the golden idea That will impact the business Generate customers Increase share Increase volume Increase brand equity Visual and creative excellence How will this idea look and feel and sou Planned visibility Where, when, for how long, how often New ideas
- 18. Building Brands
- 19. Building Brands
- 20. Building Brands
- 21. Building Brands
- 22. Building Brands
- 23. Building Brands
- 24. Building Brands
- 25. Building Brands
- 26. Why INTERMARKETS Most agencies offer a unique combination of strategic insight and creative excellence, coupled with the media clout and contacts to deliver on strategy, on time, on budget. But the two major criteria for choice are
- 28. Al Othaim Real Estate The malls
- 29. Why are we here? What needs to be done? What is the right thing to do? What do we benefit How do we do it? Agenda
- 30. Al Othaim real estate and development company is on a road to growth Pushed by clear vision, commitment and an understating of the right things to do Taking into consideration the macro economic, social and demographic variables Why Are we Here?
- 31. Al Othaim real estate and development company knows its mall business You also know that of the variables involved, there are some variables (most) that are internally controlled Except one Why Are we Here?
- 32. The one variable that exist outside your office walls is brand equity Why Are we Here? Expertise Anchoring Entertaining Equity
- 33. Brand equity is needed? Yes Yes Yes Because you are not alone Because people have choices Because there is competition Because people need a reason beyond “Being there” Why Are we Here?
- 34. Brand equity is instigated by you It is the sum total of the activities and exposure But it exists inside the hearts and minds of the customers Why Are we Here?
- 37. And this is why we are here To tell you an equity story to suggest ways of doing it Why Are we Here?
- 38. On what guidelines shall we establish our story Who is the hero of our story? Who are the fans of that hero? How will he defeat his foe How will his fans clap for him at the end How will they be bonded eternally to him What Needs To be Done
- 39. The hero is the name Al Othaim What Needs To be Done
- 40. Because this name means a lot It is a socially visible name that enjoys a positive equity A good and clean reputation Associated with charitable causes Most importantly. It is genuine What Needs To be Done
- 41. And the name/family brand in our part of the world has enormous significance So many of those name brands exist in the region And have succeeded in establishing a very positive brand equity That is a significant boost internally and externally What Needs To be Done
- 42. So, the hero is the name And the fans are the customers who believe in that name (Current customers) Or who can come to believe in that name (converts) What Needs To be Done
- 43. People who are looking to identify with a genuine, charitable, successful brand name What Needs To be Done
- 44. How will the hero defeat the foes? What Needs To be Done
- 45. Who are the foes? Competitors Malls, supermarkets, shops, entertainment centers and so on It is the wider retail universe What Needs To be Done
- 46. They can be defeated if the hero gives them a reason to choose. Very simple What Needs To be Done
- 47. Customers want to go out to shop They run through a list of providers THEY CHOOSE They decide The experience They come back or they don’t What Needs To be Done
- 48. Customers want to go out to shop They run through a list of providers THEY CHOOSE They decide They experience They come back or they don’t What Needs To be Done Satisfaction Loyalty Victory
- 50. Build the awareness Invest in the equity Achieve operational excellence Make sure the approach is customer centric Make sure there is a reason why What Is the Right Thing To do
- 51. Build the awareness This is a function of the steady exposure of the creative message to customers Current and potential What Is the Right Thing To do
- 52. Invest in the equity Polish the perception and keep it up with the changing times, modernize it What Is the Right Thing To do
- 53. Make sure there is a reason why This is a function of the positioning that we will base our creative and communication on What Is the Right Thing To do
- 54. The communication strategy To start building equity right from the start We will have a dedicated theme for every opening in specific regions Then we will have a unified theme for the brand Al Othaim how do We do it
- 55. The communication strategy The strategy is that this opening theme will be organic It belongs to the region In the context of that region Parallel to this there will emerge the corporate branding of Al Othaim malls What is it about? how do We do it
- 56. how do We do it Al Othaim mall Buraidah Al Othaim mall Khurais Al Othaim mall Al Hassa Al Othaim mall others Al Othaim mall others Al Othaim mall Al others Al Othaim Mall Strategy shape
- 57. how do We do it Buraidah/ extension Khurais/second in Riyadh Al Hassa / the first Al Othaim mall others Al Othaim mall others Al Othaim mall Al others Al Othaim Mall One name. always the same Strategy shape Consistent Genuine Satisfying Encompassing
- 58. Back inside the heads of the customers Is Al Othaim mall the same as other malls? NO Those people know their mall business They must be doing something right They care about being present They present a balanced offer My family enjoys it I will always choose it What Will Happen
- 59. Will this mean that people will stop going to other malls Of course not But the chances of them repeating their visits to Al Othaim malls will be the highest What Will Happen
- 60. Al Othaim Mall Creative Presentation 2007
- 62. The local story is extension We are going to take that theme and turn it to a value And build everything on it. To establish relevance for the local community To remain in the context of what they already know The Creative theme
- 65. Opening event “Branding Banners”
- 66. Opening event “Invitation card”
- 67. Opening event “Invitation card”
- 68. Opening event “Invitation card”
- 74. Teaser
- 75. Revealer
- 76. Now Open
- 77. More Care
- 78. More Taste
- 79. More Value
- 80. More Fashion
- 81. More Fun
- 82. More Fun Safori Land
- 84. Our story here is being the number 1 mall to open in that region Again the opening campaign will revolve around this theme The Creative Theme
- 87. Opening event “Branding Banners”
- 88. Opening event “Invitation card”
- 89. Opening event “Invitation card”
- 90. Opening event “Invitation card”
- 95. Ihsa First Mall Campaign Direction 2
- 96. Teaser
- 97. Revealer
- 98. First Mall Ad
- 99. First Mall Girl Ad
- 100. First Mall Boy Ad
- 101. First Mall Safori Ad
- 103. In Khurais our story is opening a second mall The only case of its kind in Riyadh This is our theme The Creative Theme
- 107. Opening event “Branding Banners”
- 108. Opening event “Invitation card”
- 109. Opening event “Invitation card”
- 110. Opening event “Invitation card”
- 115. Teaser Kurais 2nd Mall Campaign Option 2
- 116. Teaser
- 117. Reveler
- 118. Mall Opening Ad
- 119. Mall Ad
- 120. Boy Mall Ad
- 121. Girl Mall Ad
- 122. Safori Land Ad
- 123. Umbrella Campaign 1 The International Mall
- 124. After the openings The corporate campaign for the branding of the malls will begin With the objective of establishing the positioning Othaim Mall Creative Theme
- 125. Corporate Ad
- 133. Umbrella Campaign 2 “The Elevation”
- 135. Press Campaign
- 136. Corporate press
- 137. Corporate press
- 138. Corporate press
- 139. Corporate press
- 140. Corporate press
- 141. Megacom Campaign
- 142. Corporate megacom
- 143. Corporate megacom
- 144. Corporate megacom
- 145. Corporate megacom
- 146. Corporate megacom
- 148. Press Campaign
- 149. Press
- 150. Press
- 151. Megacom Campaign
- 152. Megacom
- 153. Megacom
- 154. Umbrella Campaign 3 Real Family Shopping
- 161. Thank You
- 162. A complete experience of shopping & Entertainment Al Othaim Real Estate Public Relations Proposal
- 163. Why Public Relations? • PR attains the desirable level of awareness and image in the marketplace • PR most effective tool to build credibility amongst our target audience • PR is one of the main tools to create hype and generate noise amongst target audience • PR helps in maintaining the momentum to support the brand promise
- 164. Public Relations Objectives Pre-launch phase: – Establish Al Othaim real-estate name in the community – Raise awareness of the different facilities available at malls being launched Launch phase: – Generate excitement and positive noise during the launch of the malls Post launch phase: – To encourage frequent visits in order to maximize outlets’ turnover – Raise awareness of new developments and the different benefits/ facilities available A complete experience of shopping & Entertainment
- 165. Public Relations Strategy Pre-launch phase: – Two-way communication channels with media – Position Al Othaim as the developer who cares about the people and their culture Launch phase: – Maximize visibility during the launch week – Talk of the Town Post launch phase: – Exciting activities and events – Keep the momentum in the media
- 166. Pre-Launch
- 167. Pre-launch: Media Relations • Select a top journalists from each publication to follow the progress of each mall developments – One-on-one interviews: • One-on-one interviews spokesman • Opinion leaders/Government officials – Media archive: • Feed the news cycle with Construction pictures – Put developments on journalists agenda: • Power of third party endorsement
- 168. Pre-launch: Media Relations – Media Visits: • Organize media visits to journalists to have a first hand experience of developments – Story features field experts and follows different aspects of the developments: • Exterior design • Interior design • Shopping malls and culture showcasing Al Othaim malls • Preparations for the opening • Shopping Outlets & Brands
- 169. Pre-Launch Activities • Create interactive on-the-ground support for malls prior the launch date: – Road show: • Schools & high footfall areas Clubs • Organize a local wide competition for kids, “what do you expect from the mall?” • Winners will visit one of the countries of origin of the brands featured in the mall • Announce the winner on the day of the launch • Post expectations on a big wall banner at the entrance of the mall during the launch event
- 170. Launch Phase
- 171. Launch Event Activities Soft Launch – Retailer launch – Press conference – VIP launch – Celebrities to officiate at the launch and be the first guests- of-honor to step in the Mall(s) Grand Openings – Inauguration by popular figure – Fireworks – Carnival setup – Big screens covering activities in different sections – Media coverage
- 172. Grand Opening (Event Management) • Determine event locations, plan and communications measures • Organize event agendas, write speaker scripts and oversee execution of event • Create all event materials (signage, flyers, kiosks, stands, banners, promotional materials, etc) • Plan and execute all the event arrangements in terms of food, décor, and entertainment • Develop supplemental event elements (such as, etc) • Cover event in media (press, TV, Radio, and website)
- 173. Interactivity Through Events • In a market hungry for novelty people usually go to shopping malls openings and the traffic starts decreasing after first months • Creating on-going events is a must in today’s shopping malls • Commitment and costs is a challenge by mall developers • Commission an exhibition company that will be responsible for selection of sponsors and organization of events
- 174. Post launch Proposed year round themes
- 175. Year Round Themes Travel the World in Al Othaim Malls! • Ambassadors to inaugurate • Celebrities to attract crowd & Media • Countries Kids Competition • Cooking recipes • Exhibitions and shows to last for the whole month.
- 176. Discover your country • In partnership with ministry of tourism • Invitation of Royal Family member • Saudi Celebrities to attract crowd & Media • Cities Kids Competition • Cooking recipes • Folklore Year Round Themes
- 177. Mechanics: • All customers will be entitled to fill in a coupon that will give them the chance to win a trip for two people (all expenses paid) to their favorite country/ city of the ones featured • Original souvenirs from each country / city could be linked to purchases • Embassies of countries / governors of cities will co-sponsor these events promotion • Database collection • Saudi airline could be the main sponsor Year Round Themes
- 178. Modern Women – Fashion shows, Cook with Famous chiefs, Makeup artists – Fashion shows featuring GCC/Middle East designers (Female Only) Color Your Life – Art gallery from Saudi Arabia, contemporary art On The Go – Latest in Mobile technology, beyond mobile phones Book Week – Invite authors to sign books Play – Play-station and fun activities for kids Hand in Hand – Handmade items by challenged kids, spend time with them, Universities Year Round Themes
- 179. • Activities scheduled on a regular basis could also include: – Arabic poetry festivals – Jewellery exhibition – Weekly Auctions – Painting exhibition – Photography exhibition (Nature) – Home craft exhibitions Year Round Themes
- 180. Mechanics: • Interactive events to be agreed with Al Othaim Mall management • Flyers will be distributed two weeks before the event • A big outdoor sign will communicate the upcoming events, and will be the main channel of communication with customers • Sponsors will cover most of the theme/decoration costs • Selection of sponsors will be monitored to match our target audience needs • Media sponsor • Database collection Year Round Themes
- 181. On-going PR • Press Releases featuring events • Create “media club” to cover coming: (Media list) – In-mall activities – Shopping promotions – Mega events • Agree set of messages to synchronise with marketing activities
- 182. In The End Thank you