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The presentation I've made at The Luxury Property Show - London - October 2013 Comments appreciated. Thanks
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Marketing unique properties worldwide
London – The LuxuryProperty Show – 29th October 2013
Alberto Guglielmone – Marketing Director
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Agenda
• Intro
• Ingredients
• Targeting
• Buying process
• Project plan examples
• Channels
• Case history
• Contacts
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).
40 Wall Street
96, Kensington High Street
Gostiny Dvor - via Iliinka, 4
Citic Building , 19 Jianguomenwai Avenue
Via Marina 6
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Intro : Our positioning on the market
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Intro : Our positioning on the market
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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
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Targeting
Medium Families, HNWI
Hotels, Development, Great Estates, entire buildings, RE funds shares, NPL
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 €)
Residential
Apartments, holiday homes (value from 0,1- 0,5 K €)
Corporate
Luxury
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Targeting (mktg and communication) example
Communication
Objectives
Action
Awareness
Reputation
Shopping list
Contacts
Corporate
Luxury
Affluent (medium/luxury)
Medium
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
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Targeting distribution (example)
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).
RUSSIA (corporate + affluent) HNWI (direct clients), brokers, agencies, family trust , buying agents.
U.S.A. (corporate) HNWI (direct clients) agencies, family trust, buying agents.
UK – North Europe – Germany (corporate + affluent) HNWI (direct clients), agencies, family trust, buying agents, London as hub vs potential investors arabic and indians.
QATAR/UAE (corporate) Ultraluxury HNWI (direct clients), family trust, buying agents.
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Buying Process vs mktg channels
Awareness / Reputation
Engagement INFO Contact
- Acquisitions ITALY - Sales RUSSIA, CHINA , UK, USA
PR Media Rel, ADV (online and offline)
Eventi, Hospitality, Web Social
media
Google, Websites, BTL
materials
Phone call, emails, one to
one presentations
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Project Plan - Executive summary (example)
Jan-March 2013 Apr-June 2013 July-Sept. 2013 Oct.-Dec 2013 Jan-March 2014 Apr-june 2014 Totale
USA
€ 00000
€ 00.000
€ 00.000
CHINA
€ 00.000
RUSSIA
€ 00.000
€ 00.000
pro-quota general
expenses (travels
/accomodation)
€ 00.000
Total
€ 000.000
partnership Robb Report
ADV DuPont Registry
Adv+Advertorial WSJ
partnership TATLER magazine
adv sponsorship (sport magazine ,sovsport , golf, yachting)
Pro quota exhibition in Moscow;
Domexpo or Crocus
general expenses
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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,
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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 Email – date to be determined
-300x250 banner advertisement on Exceptional properties E-
Newsletter – date to be determined
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Russia – Exhibitions (Domexpo + Property worldwide)
Property WorldWide” will take place
in “Crocus Expo” exhibition center ,
on April 19-21- 2013.
“Domexpo” will take place
on April 11- 14 /2013 in central Gostiny Dvor
Moscow
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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
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Case Histories : 3 examples
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Palazzo Orlandi – Busseto (Parma)
Giuseppe Verdi’s House
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Target details
Luxury HNWI, private collectors, Trust,
Professionals (law firms, attroneys, brokers i), Private Bankers.
China - Russia – UK-
NW Europe - Switzerland
Corporate Bank Foundations , Institutions , International Opera clubs, Companies
N.W. Europe - Russia –
UK - Switzerland- China- Japan
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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 3rd October onwards) in most interested countries for Opera Music.
• Results : 2 proposals of Interest (an italian one + one from an international Institution)
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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.
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Target and Communication Obiectives
Obiettivi di
comunicazione
Azione
Conoscenza
Reputazione
Accreditamento
Contatto
Corporate
Luxury
Affluent (medium/luxury)
Medium
Given product features, location, price and attractivity focus target could be Luxury e Ultra luxury to be considered in marketing development.
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• 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
Cappuccini Island - Rationale
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Executive summary – Mktg Plan
Ott-dic 2013 Genn-Febb 2014 Marzo-Apr. 2014 Magg-Giu 2014 Lug-Agosto 2014 Sett-Ott 2014 Nov-Dic 2014 Totale
Generale
Qatar/UAE
Svizzera
China-HK-
Singapore)
Londra
RUSSIA
Totale
one to one presentations of the project
Presentation of the project to brokers, intermediaries, and potential investors
Roadshow presentation China (Beijing /Shanghai /HK/Singapore)
Branding and corporate image (offline and online) applied to brochure, leaflets,
landing pages, websites
Hospitality for press or selected customers
Hospitality for press and potential customers
Presentation of the project to brokers, intermediaries, and potential investors
press Trip
Media relations e partnership editoriali Hospitality for press and potential customers
Digital and web mktg activity (dem, seo, sem, visibility etc)
Media relations and editorial partnership
Events and exhibitions Events and exhibitions Events and exhibitions
Web and digital mktg campaign : seo, sem, visibility,, dem)
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Europa 12 – Milan Luxury serviced condo-apartments
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Main shopping street (Corso V
Emanuele)
“Quadrilatero della moda” (Montenapoleone – Manzoni – Spiga – Venezia)
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Ground Floor
First Floor
Second Floor
Third Floor
Fourth Floor
Fifth Floor
Sixth Floor
Seventh Floor
Roof
OFFICE FLOOR SURFACE
A Third 276,98 Sqm
B Third 347,84 Sqm
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Ground Floor
First Floor
Second Floor
Third Floor
Fourth Floor
Fifth Floor
Sixth Floor
Seventh Floor
Roof
UNITS FLOOR SURFACE
A Sixth 250,08 Sqm
B Sixth 74,95 Sqm
C Sixth 147,34 Sqm
D Sixth 265,46 Sqm
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Mktg Target and Objective – Option/Phase 1
1° option is to market as a single investment to be transformed into «Luxury serviced condo apartments» based on a detailed project already existing.
Corporate
Luxury
Affluent (medium/luxury)
Medium
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Mktg Target and Objectives – Option/Phase 2
Communication
Objectives
Action
Awareness
Reputation
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).
Corporate
Luxury
Affluent (medium/luxury)
Medium
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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.
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Contacts
ITALIA MILANO Via Marina 6, 20121 Milano Managing Director - Carlo Pisani T +39 02 780 604 F. +39 02 76 022 970 [email protected]
RUSSIA MOSCA Gostinyj Dvor, via Ilinka 4 109012 Mosca, Russia Sales Manager Olesya Belova T. +7 (495) 97 12 478 [email protected]
CINA
PECHINO Office 22-1C, CITIC Building Tower A, 19 Jianguomenwai Avenue, Chaoyang District Beijing 100022 Sales Manager Filippo Leddi T. +86 186 004 116 30 [email protected]
U.S.A.
“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”.
UK
NEW YORK 40 Wall Street, 30th Floor New York City T. +1 646 7835541 [email protected]
LONDRA 96 Kensington High Street - W8 4SG London Interim Sales Manager - Carlo Pisani T. +39 338 322 6085 [email protected]
