Getting to number one

"The mistake a lot of shopping centre developers and owners make is that they spend a lot of money on a launch campaign and then...nothing," says Anne Duggan, the London office Marketing Manager of Cushman & Wakefield Healey & Baker However, a well-planned, run and ongoing marketing campaign is a vital tool for developing brands, which she believes results in: -the centre's unique identity in a competitive market being established -the centre becoming the number one customer choice AND -the centre's increasing value in the eyes of customers, tenants and investors. Like a pair of Nikes "Marketing is a part of the cost of running the centre," says Ms Duggan who then adds, that "it has to be seen as more than this. It's about establishing the shopping centre as a brand that people aspire to, that they want to come to. You can do lots of things to increase footfall, to keep people in the centre, make them spend more money but what might not h