Executive Interview | Commercial Real Estate Finance

Robyn Marano

Vice President, Marketing

Madison Marquette

Robyn Marano is Vice President of Marketing for Madison Marquette. She is responsible for analyzing, developing and implementing strategic marketing plans that facilitate business growth and deliver results.

?Robyn has been with Madison Marquette since 2006 and has provided strategic marketing direction to a 21 million-square-foot retail real estate portfolio with direct responsibility for 34 properties and 4 regional offices.

?Prior to joining Madison Marquette, Robyn was Marketing Director for the Mills Corporation, PREIT-Rubin and Simon Property Group. She joined the Mills Corporation in February 2004 and was responsible for implementing strategic marketing programs that supported center sales & traffic, including sponsorship programs and a highly successful national Kids Club program.?Previously, she served as Retail Marketing Director of The Franklin Mint and Product Marketing Manager with Elmer?s Corporation.

?Robyn earned a Bachelor?s degree in business administration with marketing concentration from Rowan University. She is an active member of the International Council of Shopping Centers and is a frequent guest speaker at industry events.?

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Q: How did you get your start in marketing and public relations? What led you to retail/real estate marketing in particular?

I actually was first introduced to shopping center marketing through a part-time job at a holiday photo set at a mall in Northern New Jersey. I used to take photos of dozens of screaming and crying children with Santa! However, I did get friendly with the mall marketing director after we worked together on some promotions, and since I was majoring in marketing in college at the time, it seemed like a natural fit to network for a job with him after graduation. My first position out of college was as a marketing coordinator for Simon Property Group.

Q: What is your favorite part of your job? What do you find most challenging?

I consider myself very lucky to enjoy my job as much as I do. I have many favorite aspects; I love the variety of marketing.? Especially when I?m focusing on different assets or differing markets. I?m also a closet market-research guru ? so I very much enjoy absorbing the abundance of data we receive on our markets and consumers and translating that to targeted advertising and communication campaigns.

By far social media has been my biggest challenge. It is such an aggressive medium, with the ability to change incidents and messages within MINUTES, let alone days or weeks. And, to a large extent, it is out of your control. It forces you to think as strategically when being reactive as you do when proactive.

Q: Have economic conditions affected your work? Have you widened or narrowed your focus (in terms of market, client base, etc.) as a result? Has this affected the way you market Madison Marquette?s properties?

The economy has definitely impacted the way we support the leasing division of our company. Our marketing for leasing materials has become much more targeted, and in essence, creative. This as a marketer has been challenging but oddly enjoyable.? We often find ourselves thinking of out-of-the-box ways to garner attention for smaller/secondary market properties, or brainstorming alternative uses for vacant anchor spaces.

Q: What online platforms and social media (Youtube, Pinterest, MySpace, etc.) are underutilized by the real estate industry? What advantages do they offer?

Definitely Youtube.? Without a doubt I feel like this is a very underutilized outlet for promoting shopping centers and their programming.? Not only for the ability to enhance efforts by showcasing events, signature events and physical attributes of our centers, but also because (insider tip) Youtube is owned by Google. Repetitive use of Youtube will help your search engine optimization efforts.

Q: Some people claim the commercial real estate industry has been exceptionally slow to embrace social media. Do you think this is true? If so, why do you think this is?

I would absolutely agree with this statement. In my opinion, it was because of the inability to control the conversation.? I think as an industry we were so used to having absolute control over our brand and identities that the thought of ?seeing the man behind the curtain? so to speak was very daunting for many industry veterans. If I heard once, I heard dozens of times, ?What if they say something BAD?? What do we do?.?

Q: When you look at the social media efforts of other companies and organizations, what are some common mistakes you notice? What can these firms do to strengthen their online image?

I think the biggest mistake you can make, and I see it often, is NOT being genuine. ?I think consumers in 2012 are some of the savviest we have seen.? They can spot canned responses or over-analyzed ?corporate? posts a MILE away! It is the fastest way to lose friends and followers.? In order to have a strong brand image in the social world you need to be strategic with what you want to achieve and who you want to reach.? Not every platform works for every brand or consumer.? As I often say when discussing social media, people ARE talking about you and your brand!? It is up to you to find out when, where, why and how ? and harness the power of those conversations for your benefit.

Q: Social media is a quickly evolving industry. What are you doing to keep track of changing trends and innovations in online marketing?

I live by my own mantra?be social and share!? I follow many individuals that interest me in the social world, and keep up to date by reading blogs, posts and Twitter feeds. I think having a dashboard to manage your social media feeds is incredibly helpful, I utilize Hootsuite, but there are many apps out there that offer similar services. This is TRULY an industry that lives by the mantra ?imitation is the best form of flattery? ? when I get retweeted by a Twitter handle I admire it?s a VERY good day!

Q: When it comes to marketing real estate and services, how do you imagine things will be different ten years from now?

I wish I had a very witty and insightful answer to this question!? I honestly have no idea.? When I think that 5 years ago we never imagined we would be using 140 characters to communicate vital messaging, I just cannot begin to fathom what we have coming.? I do know one thing that will never change, and that is the need for strategic messaging that supports an established brand, no matter how it is being delivered and/or received.?

Source: http://llenrock.com/blog/executive-interview-robyn-marano-madison-marquette/

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