Marketing unique properties worldwide. London The LuxuryProperty Show 29 th October 2013 Alberto Guglielmone Marketing Director

Transcription

1 Marketing unique properties worldwide London The LuxuryProperty Show 29 th October 2013 Alberto Guglielmone Marketing Director

2 Agenda Intro Ingredients Targeting Buying process Project plan examples Channels Case history Contacts 2

3 Intro Who We are Héra is an Italian boutique consultancy real estate company, privately owned, working mainly in the corporate market on a global scale. It was founded in 1999 with HQ in Milan has costantly built an international network, directly and with partners all over the world. The company activity include development in touristic areas of Italy, traditional agency activity (luxury/hnwi) and corporate operations (banks, RE funds, Hotel and Leisure companies). 96, Kensington High Street Gostiny Dvor - via Iliinka, 4 Via Marina 6 Citic Building, 19 Jianguomenwai Avenue 40 Wall Street 3

4 Intro : Our positioning on the market 4

5 Intro : Our positioning on the market 5

6 Ingredients Things to know Product and its current/potential features Consumers worldwide (insights and behaviours) Buying process Market trends in the RE market Media habits and consumptions Things to do Position and brand the product Craft a story angle for PR Define mktg budget (based on B.Plan sustainability) Make a project plan with focused mktg channels Action Test with constant ROI evaluation Spread successful activities on a larger scale 6

7 Targeting Corporate Hotels, Development, Great Estates, entire buildings, RE funds shares, NPL Luxury Residential ; Villas, penthouse, luxury apts, holiday homes (aprox value from 2-30 mln ) Residential Villas, penthouse, luxury apts, holiday homes (aprox value from 0,5 to 3 mln ) Medium Families, HNWI Residential Apartments, holiday homes (value from 0,1-0,5 K ) 7

8 Targeting (mktg and communication) example Corporate Communication Objectives Action Luxury Affluent (medium/luxury) Medium Awareness Reputation Shopping list Contacts Given product features, geographical location and consumers insights/interests, market trends, we have assumed to focus these 2 target categories B2B Corporate and B2C Luxury 8

9 Targeting distribution (example) UK North Europe Germany (corporate + affluent) HNWI (direct clients), agencies, family trust, buying agents, London as hub vs potential investors arabic and indians. U.S.A. (corporate) HNWI (direct clients) agencies, family trust, buying agents. RUSSIA (corporate + affluent) HNWI (direct clients), brokers, agencies, family trust, buying agents. ITALIA (affluent) - SWITZERLAND (corporate + affluent) HNWI italians and foreigners, residets or managers, brokers, (private bankers, lawyers, attorneys, fiscal consultants, concierge services etc). Switzerland as hub vs potential investitors worldwide (clients of private bankers). QATAR/UAE (corporate) Ultraluxury HNWI (direct clients), family trust, buying agents. 9

10 Buying Process vs mktg channels Awareness / Reputation Engagement INFO Contact - Acquisitions ITALY PR Media Rel, ADV (online and offline) Eventi, Hospitality, Web Social media Google, Websites, BTL materials Phone call, s, one to one presentations - Sales RUSSIA, CHINA, UK, USA 10

11 Project Plan - Executive summary (example) Jan-March 2013 Apr-June 2013 July-Sept Oct.-Dec 2013 Jan-March 2014 Apr-june 2014 Totale USA partnership Robb Report Adv+Advertorial WSJ ADV DuPont Registry CHINA partnership TATLER magazine adv sponsorship (sport magazine,sovsport, golf, yachting) RUSSIA Pro quota exhibition in Moscow; Domexpo or Crocus pro-quota general expenses (travels /accomodation) general expenses Total

12 Mktg budget split (example) Country Budget % Value Rationale USA 42 % - Partnership with Robb report (adv + advertorials) - Mansion (WSJ) adv+advertorials - Du Pont registry adv Russia 33 % - Domexpo or Crocus Exhibition in Moscow (April 2013) - ADV/sponsorship on magazines close to tgt, advertorials/ tbd (Sovsport.ru / Yachting & Sail / Golf house etc) China 27 % - Partnership with Tatler magazine online and offline General expenses 8% - Pro-Quota part of general expenses like travels, accomodations, 12

13 Details: USA Robb Report Media partnership 1 US magazine over 133 pubblications among top property and second houses owners or among reader scouting travel destinations Cross platform visibility We will place three full page, full color ads in Robb Report in the following issues: Robb Report Exceptional Properties: Jan/Feb Issue = Premium full-page Robb Report: Travel issue: Feb Issue = Premium full-page Robb Report Home & Style (formerly Robb Report Exceptional Properties): Mar/Apr Issue = Premium full-page Note: Add full-page advertorial for additional $6,000 Value Added: -Exceptional Properties Dedicated date to be determined -300x250 banner advertisement on Exceptional properties E- Newsletter date to be determined 13

14 Russia Exhibitions (Domexpo + Property worldwide) Property WorldWide will take place in Crocus Expo exhibition center, on April Domexpo will take place on April /2013 in central Gostiny Dvor Moscow 14

15 Details: China Tatler magazine online Asia Tatler The Spirit of High Society China Hong Kong Singapore Malaysia Taiwan Macau Thailand Indonesia Philippines The essential guide to the very best in life, the Asia Tatler group of publications taps into the lifestyles of the region s most affluent and influential Regional customized newsletter (up to 3 stories, production and translation by Tatler) Contacts total database: 66,000 Coverage: Hong Kong, Singapore, China Price List: US$27,500 Special Discount: 20% Final price : US$22,000 China customized newsletter Contacts totali database: 11,000 Coverage: China Price List: US$11,000 Special Discount: 10% Final price: US$9,900 15

16 Case Histories : 3 examples 16

17 Palazzo Orlandi Busseto (Parma) Giuseppe Verdi s House 17

18 Target details Corporate Bank Foundations, Institutions, International Opera clubs, Companies N.W. Europe - Russia UK - Switzerland- China- Japan Luxury HNWI, private collectors, Trust, Professionals (law firms, attroneys, brokers i), Private Bankers. China - Russia UK- NW Europe - Switzerland 18

19 Palazzo Orlandi Giuseppe Verdi s house Product: Historycal Building (mid 800 ) in the centre of Busseto (Giuseppe Verdi s hometown in the Appenines of central Italy). Neoclassical style, 2 floors, courtyard, woodden floors and pictorial ceilings. Activities/Focus: Media Relations in Italy and worldwide during Maestro s Bicentennial (from 3 rd October onwards) in most interested countries for Opera Music. Results : 2 proposals of Interest (an italian one + one from an international Institution) 19

20 Cappuccini Island In between Italy and Corse French Island. 2 miles from famous Porto Cervo-Costa Smeralda harbor and facing Liscia di Vacca stunning beach. Olbia International Airport at 20 Km. Very close to «Pevero» worldwide renowned golf course. 20

21 Target and Communication Obiectives Corporate Luxury Affluent (medium/luxury) Medium Obiettivi di comunicazione Conoscenza Reputazione Azione Accreditamento Contatto Given product features, location, price and attractivity focus target could be Luxury e Ultra luxury to be considered in marketing development. 21

22 Cappuccini Island - Rationale Exclusive Location Uniqueness of the asset Private dock Easy access Fit to be adapted to private needs Costa Smeralda lifestyle Quality of the landscape, Nature, Environment Local support for architecture development and construction 22

23 Executive summary Mktg Plan Ott-dic 2013 Genn-Febb 2014 Marzo-Apr Magg-Giu 2014 Lug-Agosto 2014 Sett-Ott 2014 Nov-Dic 2014 Totale Generale Branding and corporate image (offline and online) applied to brochure, leaflets, landing pages, websites Qatar/UAE one to one presentations of the project Hospitality for press or selected customers Svizzera Presentation of the project to brokers, intermediaries, and potential investors Roadshow presentation China (Beijing /Shanghai /HK/Singapore) Hospitality for press and potential customers China-HK- Singapore) Digital and web mktg activity (dem, seo, sem, visibility etc) Presentation of the project to brokers, intermediaries, and potential investors Londra Media relations and editorial partnership press Trip Media relations e partnership editoriali Hospitality for press and potential customers RUSSIA Events and exhibitions Events and exhibitions Events and exhibitions Web and digital mktg campaign : seo, sem, visibility,, dem) Totale 23

24 Europa 12 Milan Luxury serviced condo-apartments 24

25 Main shopping street (Corso V Emanuele) Quadrilatero della moda (Montenapoleone Manzoni Spiga Venezia) 25

26 OFFICE FLOOR SURFACE A Third 276,98 Sqm B Third 347,84 Sqm Roof Seventh Floor Sixth Floor Fifth Floor Fourth Floor Third Floor Second Floor First Floor Ground Floor 26

27 UNITS FLOOR SURFACE A Sixth 250,08 Sqm B Sixth 74,95 Sqm C Sixth 147,34 Sqm D Sixth 265,46 Sqm Roof Seventh Floor Sixth Floor Fifth Floor Fourth Floor Third Floor Second Floor First Floor Ground Floor 27

28 Mktg Target and Objective Option/Phase 1 Corporate Luxury Affluent (medium/luxury) Medium 1 option is to market as a single investment to be transformed into «Luxury serviced condo apartments» based on a detailed project already existing. 28

29 Mktg Target and Objectives Option/Phase 2 Corporate Luxury Affluent (medium/luxury) Medium Communication Objectives Awareness Reputation Action Consideration Contacts Considering current product features the residential part of the property needs to be marketed to italian and foreign single investors of target Luxury and Affluent. Even considering potential transformation for Phase 2 (market the service of luxury apts rental). 29

30 Europa 12 Milan - Luxury Serviced Condo-Apartment Product An entire building in downtown Milan close to fashion and financial district currently with offices (3 floors) and 9 luxury apartments (3 floors) from a single room size to penthouse on 2 levels with terrace. Existing project to trasform it into a Luxury condo apartment building for renting. Activities/Focus exhibitions (London, Moscow), digital activity (seo, sem, dem, visibility, social media), one to one presentations, distribution partnerships with intermediaries. 30

31 Thank you Alberto Guglielmone 31

32 Contacts ITALIA MILANO Via Marina 6, Milano Managing Director - Carlo Pisani T F pisani.carlo@heraimmobili.com CINA PECHINO Office 22-1C, CITIC Building Tower A, 19 Jianguomenwai Avenue, Chaoyang District Beijing Sales Manager Filippo Leddi T leddi.filippo@heraimmobili.com RUSSIA MOSCA Gostinyj Dvor, via Ilinka Mosca, Russia Sales Manager Olesya Belova T. +7 (495) sales@heraimmobili.com U.S.A. UK NEW YORK 40 Wall Street, 30th Floor New York City T nyc@heraimmobili.com LONDRA 96 Kensington High Street - W8 4SG London Interim Sales Manager - Carlo Pisani T pisani.carlo@heraimmobili.com Héra International Real Estate informa tutti i lettori che quanto contenuto nel presente documento è strettamente confidenziale e non può essere, né totalmente né in parte, copiato, riprodotto, trasferito, pubblicato o distribuito in qualsiasi modo senza il consenso scritto di Héra International Real Estate. Le informazioni presenti in questo documento non devono essere considerate in nessun caso una proposta contrattuale e sono fornite in buona fede. In ogni caso, chiunque fosse interessato a quanto descritto nel documento non deve rifarsi unicamente alle informazioni in esso contenute ma accertarsi, ulteriormente, dell effettiva natura del prodotto e della sua concreta idoneità all uso che se ne intende fare. Le informazioni presenti nel documento possono essere modificate, corrette o aggiornate da Héra International Real Estate in qualsiasi momento e senza alcun obbligo di comunicazione. 32