Workplace Futures 2009: Marketing Solutions for Good Times and Bad
In the midst of an exceptionally difficult period, we tackled a critical challenge for FM companies – how to get marketing strategy and tactics right in order to cope with recession now and also be well placed for an upturn when it comes.
Delegates filled the exclusive Diamond Club overlooking the pitch at Emirates Stadium in London for a full-day programme skilfully chaired by Oliver Jones, CEO of The Asset Factor.
Oliver set the tone by declaring: "Despite the general climate of bad news, this is a truly exciting time to be operating in UK FM.
"If you are properly and fully prepared," he said, "you can be amongst the small group of winners who will do well in these conditions. Your understanding of and approach to marketing will be the deciding factor."
Highlights of the day included:
• David Emanuel, MD of i-FM and communications agency Enigma, on the impact of a successful brand identity
• Rana Khodadoust, Brand Strategist at Wolff Olins, on the value of an effective brand strategy
• Fiona Perrin, Marketing Director at HSS, on what 'marketing' actually means in theory and in practice
• Robin Cartwright, Partner and Head of the M&A Team at KPMG, on the future of the FM sector
• Vivek Madan, Partner, and Nigel Stirk, Associate Partner at OC&C Strategy Consultants, on strategic positioning for growth
• FM Guru Martin Pickard and John Davis, CEO of recruitment firm FRL, on the critical role of people, recruitment, retention and development
• Mike Conway, Director at Camargue PR, on effective communication in a changing market climate
• Lucy Jeynes, Managing Director of Larch Consulting, on do's and don'ts for successful tendering
• Julie Thomson, Marketing Director at Balfour Beatty WorkPlace, on the rebranding of Haden Building Management.
At the end of the day, delegates were challenged to consider whether their own company brand is:
• Clear, strong and consistent
• Understood in the marketplace as it is intended to be
• Sufficiently differentiating from competitors, and
• Fully understood and appreciated by their employees.
Speaker presentations provided a foundation for that challenge through a strong blend of the theory and principles of best practice combined with tips and advice to take away and apply.
We would like to thank our sponsors for a highly successful Workplace Futures 2009: