Sydney--Lend Lease

Have you seen builiding natural heater inside without consuming electricity? I did!! That was our first visit in Sydney, Lend Lease, a amazing company with natural ‘air conditioner’ and ‘central heating’ inside. When I first walked into Lend Lease office, a big and natural stone wall catch my eyes, the building is built rely on the big stone, it helps to building to keep cool in summer and keep warmth in winter. Such an extraordinary architecture! Trish led us to the upstair and shown us around Lend Lease natural palace.

What are the meanings of ‘social responsibility’ and ‘environmental friendly’? Ask Lend Lease! They do extremlly well on saving energy and making good use of space and natural gift from God—wind and sunshine. Most parts of wall in the building are made of glasses so that light can be come thourgh.

Christine, Madeleine, Paul gave us presentator about the managing concept and marketing strategies of Lend Lease. Lend Lease’s vision is ‘We live retail’ which means Lend Lease focuses on establishing relationship with customers by providing them lifetime experience when they shop in Lend Lease properties. Lend Lease is not just a company that lease property but creating experience and changing customers life.

The history and achievements of Lend Lease are:

l  Lend Lease is a glpbal integrated real estate group established in 1958 with 17,000 employees
nowadays.

l  The group operates in over 35 with 100 offices through Australia and Asia,

l  Become one of top 100 companies in ASX in 1962

l  Major retail channel: departments which have their own marketing teams

l  Sub-region retail channel: supermarkets which with part time marketing/ managers

After the brief introduction of Lend Lease group, Paul show us ‘We live retail’ advertising video. Through the video, we can see Lend Lease is a responsible company providing people with shopping experience with friends and family, it aims to connecting with community, suppliers and stakeholders. For the corporation point of view, Lend Lease aims to increase value of property.

Finally, one of the marketing managers, Binaca talked about what branding strategy in Lend Lease. Firstly, understanding target customers is important to Lend Lease to ‘brand’ itself. therefore, Lend Lease did research on ‘Why women shop’. Position customers by time to create emotions, such as valentine’s day. After positioning, Lend Lease cut through noises from other ads. By connecting with local markets, Lend Lease also create guide that deliver consistent brand message in community. We can see how the ads improved from 2010 to 2012. All the details of the ads seen to be important as little change of the ads title or color may have big effect on consumers response.

And then, another marketing manager introduce social media and digital marketing in Lend Lease.

The reasons of Lend Lease using social media are below:

l  The value of social media as a marketing tool is growing day-by-day

l  Social media helps to build relationship with customers

l  Target ads where consumers opt to hear from you as opposites to blanketed marketing

l  Brands become more relatable and human

l  The voice of your fan is volume to a brands credibility

Facebook

l  Lend lease launched fb pages for our shopping centers in 2011

l  It quickly become relatable with our communities to a captive

l  Fast, effective messaging can be relayed to fan base

Key principles of social media:

l  Make it conversational and relatable

l  Don't delete or ignore negative posts

l  Embrace the power of social media

l  Value your community

JThanks to Lend Lease marketing team, we learnt a lot on that day! J