One small step for the PR man...

For my last post I explained that my first task was to write and deliver a memorandum to  our retailers at enex100 - explaining our 'Inspire Shopping Party' campaign. Little did I know liaising with retailers has become an integral part of my role here at enex100. On a weekly basis I write memorandums about what is coming up at enex100, informing them of planned marketing campaigns - big and small, and asking for their participation and feedback. Whilst all retailers are friendly and chatty when you verbally communicate the purpose of the memorandum upon handing it out, I'm starting to get the feeling that most of the time after I leave, it's left to collect dust in a folder behind the counter or worst case in the rubbish bin.

There are several reasons for this. Firstly, there are several national retailers within our Centre. Whatever we are proposing, whether it's a poster on the window or participation in the Centre visual merchandising program - they need approvals from their national managers. That means the store manager needs to talk to the regional manager, the regional manager to the national manager. Then the decision needs to filter back to me somehow. Everyone is pretty busy and unless the campaign is outrageously awesome, I get the feeling its put in the 'too hard basket' and it's just easier for them to decline.

On the other hand there are the owner operated businesses, or the ma and pa stores. These stores are generally family businesses whom don't really have anyone in charge of marketing or public relations. So they're generally a bit apprehensive about getting involved in anything. Then of course there are some retailers in the middle of these two extremes.

Marketing at a CBD shopping Centre is a bit different to what I was taught about in Marketing 100. You don't necessarily have a product - you have retailers. You're marketing the tenancy mix of the Centre as a product.  Another interesting fact is that part of the marketing budget is formed from a tenancy contribution - so there is pressure on the marketing and public relations team to deliver the benefits to every single tenant, as they're paying for the campaign.

So being in charge of liaising with retailers is pretty daunting. It relies on understanding what type of retailer I'm approaching and tailoring my approach. I have to know everyone's names and know how their store is doing financially so I can demonstrate that I'm looking out for their needs so I can prove how exactly the campaign will benefit their individual store. Furthermore, it takes the initiative of forwarding the message straight to the state and national managers, to cut out the middleman and improve the chances of my message getting to the right person. Or even taking the time to sit down with an owner operator and explain marketing 101, explain Facebook and Instagram and explain how their store can take advantage of their marketing contribution.

Its hard work but I've noticed the more time I put into the relationship with each store, the more likely I'll get a response when I need it.

PS. I'd like to unashamedly note that I broke the record for the most retailer representatives at a our monthly retailer meeting in February. One small step for man....