Top marketers on the property issues affecting brands

Engaging local communities

Zoopla’s sponsorship of West Bromwich Albion helps it communicate with the surrounding community while also boosting its profile in the UK. Zoopla marketing director Charlotte Harper says: “Engaging with the fans is important, as well as getting involved in the local community. Last season we donated £53,000 to local charities in the Midlands. Some significant wins against high profile teams have also helped to increase brand exposure for Zoopla.”

Lending schemes

“The home furnishing market is inextricably linked to movement in the housing market,” says Furniture Village marketing and ecommerce director Charlie Harrison. “The positive movement in new mortgages and the housing sales are of benefit to the sector. We expect to see many more first time buyers enter the market following the launch of the second stage of the government’s Help to Buy scheme.”

Education

“It is incumbent on banks and financial organisations to make sure consumers are fully informed about what they’re buying, so education is part of our role,” says Keith Moor, head of brand and communication at Santander. “Financial products are inherently complicated because of their mechanisms but that doesn’t mean the way we choose to describe these products cannot be simplified.”

Regional differences

Furniture Village sees distinct differences across the country both in average transaction values as well as the types of products that are being purchased. Harrison says: “We are very keen to ensure that the right product is ma

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