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Expert opinions, profiles, market trends, debate and the latest news in an ever-changing sector

EVENTS • CREATIVE • INDUSTRIAL • RETAIL Tuesday 22nd April 2014

WHAT DOES EXCELLENT MARKETING LOOK LIKE?

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A pithy quote from a wise person is a great starting point when you’re trying to analyse the essence of anything. So we asked around the Completely office and came up with our favourite sayings about marketing (see below).

But after you read these through and get past the stage of head-nodding, muttering: “Yeah, that’s so right”, and maybe getting your favourite epithet tattooed on you somewhere, you’re still left with the practical challenge of promoting your product, service or business.

If we had to pick one of those quotes above all the others it would be Seth Godin’s: “Don’t find customers for your products, find products for your customers” because that most accurately describes how Completely has developed as a marketing agency and what we are constantly trying to achieve in the property business.

Not unlike the Blues Brothers, we’re on a mission. A mission to change the way property professionals think about doing deals and marketing their opportunities.

We started life as Squeeze Design - a bunch of creative people who specialised in producing commercial property brochures and websites. We did it well, and through close relationships with our clients got a better understanding of how the industry works. We could see the challenges facing agents, developers and landlords. We spoke at length with our clients about how we could improve their approach to managing marketing, and that’s why we broadened our business – and found new products for our customers.

That approach resulted in CompletelyRetail.co.uk – an online portal which collected all the information on available retail property – from single High Street units through to entire shopping centres – and made it digitally available at the click of the mouse.

We created a directory of every major retail scheme in the country. We provided landlords and developers with the ability to “sponsor” their schemes so they could be branded and enjoy better search results. We also ‘powered’ most of the major retail agents’ websites from the same database so that their property listings were kept up to date at the same time.

It was a simple proposition, and because the site is sector-specific to retail, people searching for vacant or available shops only see relevant properties. The platform also enables clients to manage and maintain all their property marketing information in one place.

This platform and these digital tools are all applicable to other property sectors and so we’ve expanded our market reach into the office, industrial and science park sectors.

However, digital is not the answer to everything. Property remains an intensely people-orientated business and we realised that the missing part of the jigsaw was creating physical places for people to meet and do business. A ‘real world’ experience which complemented the digital offer of our business.

This realisation gave birth to our marketplace events: cost-effective, one day, London-based property marketing gatherings that focus solely on putting people together so they can get business done.

First there was the Retail & Leisure Marketplace (now into its fourth show) and this has been followed by events for the industrial and office property sectors.

We are the “go to” company for property marketing. Many clients now come to us for their online marketing, interactive PDFs, our events as well as the traditional branding and brochure work that we’ve always been know for.

It’s a “joined up” approach to marketing which provides huge economies of efficiency for clients who don’t have to deal with multiple suppliers to enable the core of their marketing programme.

So when it comes to what good property marketing looks like we think we know – well, we would say that wouldn’t we? But if you want a unified and effective approach to property marketing we do believe we have the answer. And as the needs of the sector change you can be certain we’ll be broadening our offer to suit.

COMPLETELY’S SIX OF THE BEST QUOTES ABOUT MARKETING

  1.  “Customers can’t always tell you what they want, but they can always tell you what’s wrong”
    CARLY FIONA
  2. “Nothing influences people more than a recommendation from a trusted friend”
    SETH GODIN
  3. “Design is intelligence made visible”  
    ALINA WHEELER
  4. “Don’t find customers for your products, find products for your customers”SETH GODIN
  5. “If plan ‘A’ fails, remember you have 25 letters left…” 
    CHRIS GUILLEBEAU
  6. Your culture is your brand”
    TONY HSIEH

“Make the logo bigger”
EVERY CLIENT WE’VE EVER WORKED FOR!