After careful review of some of Raanan Katz and RK Centers (former RK
Associates) lease agreements, I noticed that they have one common
condition and shopping plaza presentation as "HIGH END, HIGH QUALITY".
What RK Centers, Raanan Katz considers as a "high quality, higher end business"?
Low priced Asian Nail Spas, Dollar, Discount Stores are not unusual to see in RK Centers Plazas.
Probably the meaning of "HIGH END, HIGH QUALITY" is simply related to the rent amount.
Why
neighbouring Aventura Mall has not rented the space to Asian Nail Spa
next to Louis Vuitton store or Bal Harbour Mall did not invite Dollar
Tree Store business to their Mall?
However, Aventura and Bal Harbour
Malls offer valet parking services, vs to RK Centers "1 hour parking
only" and tow-away services.
Aventura and Bal Harbour Mall
websites present new businesses, fashion trends, social scene, videos,
business directories, and whatever could potentially attract customers,
making shopping experience pleasant.
RK Centers publications
dedicated to promote Raanan Katz and his publicity. "Raanan Katz started
out his career as a basketball player". By the way, have you seen
professional basketball player 6 feet tall? No..., it's Raanan Katz.
Are
RK Centers and Raanan Katz desperate to attract tenants into their
plazas who will just sign RK Centers lease agreement with "gotcha",
automatic lease renewal, and acceleration clauses?
Well, all the
marketing approaches I have learned over the years also apply to
attracting high-end clients, but there are a few steps that should be
met:
1. To attract high-end clients, you need to design high-end
services. It is like selling a Mercedes instead of a Hyundai. The
commitment, time and energy is a must input into developing high-end
services and programs that will deliver higher end results.
2.
Marketing messages, materials, and marketing strategies need to
communicate the message that higher-end services are offered. Perception
is essential when you say "I offer high quality".
3. Then you
have gained the right to charge more for your services. After all, you
have organized your plaza to produce higher-end results, and done it in a
way that makes your tenants feel special. They feel like they are at
the Ritz-Carlton, not the Holiday Inn.
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