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....

The first day of the rest of my life!

It’s the calm after the storm. My first day at my internship with Jones Lang LaSalle was wild to say the least. I arrived at the office to find out that we were a week out from a huge event and there was much to be done. But before I get into that, some context, who exactly do I work for? I was told that Jones Lang LaSalle (JLL) are a financial and professional services firm specialising in commercial real estate services and investment management.

In my case specifically, they are engaged by ISPT one of Australia’s 'largest unlisted property fund managers, who invest in property, with the objective of providing a sound return on investment'. Thus they create office and retail spaces that are maintained at optimal operating standards. My role was within the Retail team who specialise in Retail Property and deliver management services at enex100 and Forrest Chase.

So week one, day one, that’s explained to me. I had no comprehension of what I’d just been told and thought… who on earth am I working for? Immediately I thought I was in way over my head. As daunting as that first experience was I got stuck in.

My first task was to create a memorandum to be distributed to all retailers within enex100 reminding them that our event, the ‘Inspire Shopping Party’ was fast approaching, what that meant for them and what they needed to do. At first I thought I couldn’t do it, nervous that it was going to take me a while, that it wouldn’t be up to standard but I started drafting straight away. When my final draft was proofed by my manager I was surprised to hear really positive feedback – a confidence boost that I feel was definitely needed. I then walked around the centre meeting the owners or managers of each tenancy and verbally communicated the memorandum as well as giving them the written copy. After I had met a few people I was on a roll and found the whole experience really rewarding.

Little did I know… the tasks were going to get a lot harder, fast. However the day was actually a perfect way to break into the corporate world. It showed me that whilst these new experiences were daunting and pushed me it is the best way to learn and grow as a young professional. I couldn’t wait for what else my internship had in store for me.

Francesca