The Allen Group | Project feasibility evaluation including tenant mix, leasing, and anchor tenant strategies for this potential mixed-use district planned for Bakersfield, California. Work inc...
We get involved with strategic marketing matters for most projects. Even the most interesting and intriguing out-of-home leisure-time offerings can fail if the strategic marketing aspects do not optimize trial, recognition, and experiential resonance.
Strategic marketing begins with exploration of sustaining competitive advantages of an offering and then knitting such advantages with consumer expectations and fantasies. Realizing the right strategic marketing construct in each customer touch-point, becomes the detail work.
We blend “no bounds” creativity in ideation and product concepting for to-be-built and to-be-re-positioned projects and products, with what Peter Drucker has called a strategic marketing approach that “seeks the sustainable competitive advantage.” We often act as strategic marketing consultants in seeking “pragmatic creativity,” recognizing that cutting-edge product ideas must be implementable within financial objectives and investor expectations.