Mar­ket­ing drive for new pro­ject

The Herald Business - - News Digest -

LEAD­ING char­tered sur­vey­ors, Al­li­son & Light­body, are mar­ket­ing a com­mer­cial unit of 2,800 sq ft within Col­lege­lands – one of Scot­land’s largest re­de­vel­op­ment projects, to the east of Glas­gow City Cen­tre.

The unit is cur­rently in shell con­di­tion of­fer­ing flex­i­bil­ity and has been de­signed to serve the 1,000 or so Glas­gow City Coun­cil work­ers in the new of­fice block di­rectly op­po­site the site, as well as the 588 stu­dents who oc­cupy the up­per floors.

A large res­i­den­tial de­vel­op­ment op­po­site is near­ing com­ple­tion and the unit will ben­e­fit from prox­im­ity to the ad­ja­cent ITREZ – Scot­land’s In­ter­na­tional Tech­nol­ogy and Re­new­able En­ergy Zone – due in July. In ad­di­tion, a 200 bed ho­tel is planned for the site which means the unit should prove prof­itable for the right op­er­a­tor.

Sandy Light­body said: “We are look­ing for the right sort of op­er­a­tor and en­vis­age a high qual­ity con­ve­nience store, cof­fee shop/deli or gym­na­sium. Straight­for­ward of­fice use may also be con­sid­ered.”

THE MAR­KET­ING CAM­PAIGN

Speak­ing about the cam­paign, the com­pany said they were keen to make an im­me­di­ate im­pres­sion and ex­pose the unit to the mar­ket as quickly as pos­si­ble. The mar­ket­ing cam­paign com­bines a se­ries of ‘teaser ads’ (see be­low) within the tra­di­tional main­stream press lead­ing po­ten­tial oc­cu­piers to a bespoke web­site pro­vid­ing ad­di­tional in­for­ma­tion, floor-plans and nu­mer­ous pho­to­graphs. As a di­rect re­sult, the firm are now speak­ing to a num­ber of in­ter­ested par­ties.

Sandy com­ments: “The re­ally clever as­pect to the cam­paign were the ‘teaser ads’ which do not specif­i­cally men­tion the site or build­ing, but rather are de­signed to ap­peal to a par­tic­u­lar sort of op­er­a­tor. Ini­tial fil­ter­ing is achieved by sim­ply be­ing in the prop­erty pages of The Her­ald.

“If the reader then takes the time to fol­low the ad­verts on to the web­site, then we are iden­ti­fy­ing some se­ri­ous op­er­a­tors who are ac­tively look­ing for com­mer­cial premises.”

A num­ber of in­di­vid­ual URLs all lead to the site. Op­ti­mi­sa­tion and con­sid­er­a­tion of we­b­an­a­lyt­ics means we are able to fur­ther re­fine the site.

“We truly be­lieve that we are tak­ing com­mer­cial prop­erty mar­ket­ing one step fur­ther. We have had re­cent suc­cess with this tech­nique – let­ting the top floor of At­lantic House to Stephen­son Hal­l­i­day, en­vi­ron­men­tal plan­ning con­sul­tants, via an en­quiry (from Ken­dal in the Lake Dis­trict) which came from an­other of our ‘bespoke’ web­sites – www.of­fice­glas­gow.co.uk.

“Please take a look at our site – www.re­tailu­nit­glas­gow.co.uk. At the time of pub­li­ca­tion there is still space avail­able at Col­lege­lands.”

Con­tact Sandy Light­body on 0141 229 6020 or email: sandy@al­sur­vey­ors.co.uk.

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