How do you maximise the impact of a shopping centre’s marketing? We helped a German retail destination rethink its strategy, strengthen its operations and build a more effective approach for long term success.
Optimising Marketing Investment
Challenge
The objective was to assess the effectiveness of the centre’s existing marketing activity and identify opportunities to improve performance, efficiency and return on investment. This included reviewing brand positioning, campaign planning, internal structures and delivery processes, before creating a clear strategic roadmap to strengthen communications, engage audiences more effectively and support long term commercial success.
A strategic marketing
audit to unlock greater
efficiency and
stronger ROMI.
What we did
We carried out a full audit of the centre’s marketing activity, evaluating campaign performance, brand expression, planning processes and internal operations. We redefined the overall marketing strategy, developed a clearer communications framework, recommended improvements to team structure and governance, sourced local delivery partners, and provided ongoing consultancy to oversee implementation, optimise campaigns and measure performance.
The project delivered a clearer, more strategic marketing framework designed to improve efficiency, strengthen brand consistency and increase return on marketing investment. Alongside a refined communications approach, recommendations for team structure and partner management created a stronger operational foundation. BWP’s continued consultancy ensured campaigns could be monitored, evaluated and optimised to deliver sustained improvements over time which delivered some impressive results.
Our results
21%
Footfall increase
22%
Reduction in marketing spend
10%
Turnover