The BCSC and the IPM get set for White Paper launch
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The British Council of Shopping Centres (BCSC) and the Institute of Promotional Marketing (IPM) are set to launch a joint industry research which will demonstrate why shopping venues up and down the UK are the best place for brands to target consumers.
Brand Experience (BE) is one of the fastest growing segments in both the marketing and asset management disciplines.
The growth of the ‘BE Industry’ has had – and will continue to have significant implications for assets that command strong footfall and consumer spending.
This trend is now filtering down through the asset hierarchy so that now non-prime and secondary assets may be able to take advantage of the burgeoning industry.
This fact is equally true for users of BE which are namely media agencies and leading international brands.
The proven and time tested results of successful BE campaigns is one of the key driving factors behind the growth of this industry.
A statement sent out from the BCSC and IPM in advance of the breakfast seminar reads: “Currently it is estimated that over £2 billion annually is spent on experiential and events led marketing activity in the United Kingdom.”
“To date the various industry bodies and key stakeholders have been keeping abreast of developments in this exciting industry however now all are generally in consensus that BE is now at a: ‘Time to be taken seriously’.”
Jackie Tracey, commercialisation manager at thecentre:mk and Chair of the BCSC Commercialisation Committee, commenting on the forthcoming White Paper launch, said:
“There is no doubt that companies could benefit from investing further in ‘brand experience’ and events within retail environments. In order to attract further investment, shopping centre owners and brand agencies need to work much closer together. In particular, owners have a responsibility to ensure agencies know just how well retail destinations perform in engaging consumers with brands and ensure there are no barriers to securing this business in shopping centres.”
The White Paper will be launched at a breakfast seminar on Thursday 17 May at the Orrick, London. The event is ideal for brand agencies, retail property professionals, asset managers, letting agents, marketers, and shopping centre managers.
