Marketing Effectiveness Programme
Balancing marketing expenditure across various forms of promotion is as much an art as a science. But measuring the effectiveness of that marketing spend requires application of true scientific techniques!
To create a standalone project that measures marketing effectiveness alone can be poor use of a stretched budget. FSP finds ways of using other measurement techniques to achieve the same purpose, yet at the same time produce added value in terms of consumer insight. For example, if you can use the results of your measurement to negotiate with competing media or benchmark your shopping centre against others, the benefits start to become clear.
FSP has carried out marketing effectiveness measurement across a multitude of shopping centres, producing results that have been invaluable for the growth of centre owners’ businesses, whilst creating a credible industry benchmark that is available for all clients.
Find out how to get more from your measurement of marketing effectiveness.
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“Much retail planning focuses on 'capacity' and floorspace issues. What FSP do is to provide a commercial 'reality check' of 'demand' based on actual market analysis and the socio-economic composition of the catchment which then needs to be considered alongside 'theoretical' capacity figures. This provides an added dimension when considering and understanding development proposals and one that tends to be overlooked by many planning and property professionals”
Adrian Swift
Principal Planner