Less Money - Delivering More

Over the last two years, we have been tasked by one shopping centre owner to 'deliver more for less'. It wasn't a glib request - but based on a belief that the client, working with other agencies across their portfolio, were paying more than they should be for the services received.

We sat down with the client, analysed their spend - and looked at a strategy that would deliver precisely what had been asked: more for less.

There were three key steps:

• understanding the catchment - we commissioned independent research to better define each centre's catchment; that established, we were able to cut out wasteful activity with confidence. The research didn't cost an arm and a leg! It was costed within each Centre's annual marketing budget.
• analyse the traditional media spend - as our own media department is one of the UK's top buying points (with billings exceeding £25m) we knew we could drive a hard bargain across all media channels (published, broadcast, outdoor, online & sponsorship).
• group buying - economies of scale came in to play where we could show 'group' buying power to their advantage. The two biggest areas of saving were from delivering 'more for less' in areas of design (especially online development) but also in our purchasing power on print.

The result? A combined reduction in spend of more than 25% - with no detrimental impact on footfall. In fact, the reverse.

If you'd like us to look at consolidating your budgets to deliver more, please do not hesitate to contact us or drop us an email destination@brayleino.co.uk