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How to Create a Marketing Strategy that Works

Michelle Buxton, Group Managing Director of Toolbox Marketing, has recently returned from the India Shopping Centre Forum where she presented a Master Class on "How to Create a Marketing Strategy that Works" and give her thoughts on an industry in its infancy.

Passion and enthusiasm is what the shopping centre world is all about in India - they currently have approximately 350 centres of varying lease and ownership structures in a population of 1.2 billion people. Centres are being built and then either the stores are sold off to individual owners, the floors are sold and the balance leased or our traditional model of fully leased with central management.

Asset management is an emerging profession and the understanding of investment versus cash flow is starting to take route.

The owners/developers that know and understand the western model are the leaders with superb assets that will deliver ROI whilst creating lifestyle destinations and places to be within their market place.

Hornstull

Mari Thorstensson och Malin Andersson, projektledare på Toolbox Marketing, har besökt Stockholms nya galleria Hornstull. Med sina 39 butiker och restauranger vill Hornstull bli en ny viktig knutpunkt i Stockholm. Handelsplatsen ägs och förvaltas av Bonnier Fastigheter och de marknadsför sig med Hornstull - Gaffel och knivsöder,hornstull.se.

Vine

Kerry Mallett, Senior Designer at Toolbox Marketing looks at Vine, Twitter's recently acquired video sharing app. Vine allows the user to create 6 second videos/commercials using stop motion animation, which can then be shared by users across Facebook, Twitter and Vine itself. Big brands such as Doritos, Next and Bacardi have been quick to experiment with the app, creating quirky, engaging videos. If brands can market and advertise in 140 characters, I'm sure it won’t be long until Vine becomes a powerful advertising platform, with brands utilising and proving how successful a short 6 seconds can be...