Marketing & Leasing: Conference

On the 23rd of September 2008, the conference MARKETING & LEASING: How to attract «anchor» tenant to business – centers” took place in the hotel «Radisson SAS Royal Hotel». The conference was organized by «Impress Media». One of the speakers and moderators of the conference was Alexey Fedorov - Director of office department of the company Maris | Part of the CBRE Affiliate Network.

Alexey Fedorov made a presentation on «Active marketing as a way to attract anchors». The main thesis of his speech lies in the fact that in terms of gradually office market saturation risks of approach like "good building fills itself out" become unacceptable. Necessary conditions for successful transaction as things go are: а) independent finding lessees before they realize a need to find a new premise; b) formation of confidential relations which let count on the client will listen to broker’s advice. Complex of these conditions and work approach is called active marketing. This report was devoted to nuances of the approach and practical cases of its implementation.

Opinion of Alexey Fedorov: 
«The conference was very strong – by composition of either speakers or participants: leading consultants and many large developers were presented. Practical trend of most of the speeches was very good – not «generality» but clear recommendations and analysis of cases. In the course of the talks the participants discussed not only practical aspects of marketing and brokerage but also the issues of development prospects of different business zones of Saint-Petersburg, and also the cooperation of brokers and developers. Initiators and participants deserved the highest mark for their work and activity».