In a previous article, we learned about the detailed marketing strategy of LIC, a leading asset management company.
In this article, we are going to elaborate on the marketing strategy of Brookfield, one of the world’s largest real estate managers, providing development & management services for all major real estate asset management.
So, we all know that there is an inevitable surge in the use of digital technologies, and marketing has been the most important way of promoting businesses and surviving this digital transformation.
To survive in this business, marketing strategies, consumer understanding tactics and market capture play a critical role. With the advent of digitalisation, marketing has become technical and digitalised.
If you are interested in pursuing a career in digital marketing, then you can definitely check out IIDE’s Free MasterClass on Digital Marketing 101 conducted by our CEO and Founder, Karan Shah.
We will dive into the marketing strategies of Brookfield properties. And will be wholly covering the marketing strategy of Brookfield insurance.
Before we begin, let’s understand the company’s story, target audience and digital presence, and let us gain some insights into the company, its story, target audience, and much more.
About Brookfield- Company Overview
Source – Wikimedia commons
Brookfield is a leading global alternative asset manager with approximately $725 billion of assets under management across real estate, infrastructure, renewable power, private equity, and credit.
Brookfield Corporation began its journey as the company was founded in 1899 as the São Paulo Tramway, Light and Power Company by William Mackenzie and Frederick Stark Pearson.
It operated in the construction and management of electricity and transport infrastructure in Brazil.
Then later it diversified into real estate investments and financial services to become more than a cyclical housing construction company.
By the 1990s, Brookfield became a full-service real estate company involved in designing, building, and selling all types of residential houses but its main focus was on the market for first-time home buyers.
Brookfield also maintained its presence in Texas and Arizona. Brookfield’s financial business and investment business were national in scope and also became the key contributors to the company’s total revenue.
Brookfield always strived to be better. They worked to deliver greater value at lower costs.
They made everything simpler for their customers beyond the home building. Today, through organic and inorganic growth, Brookfield has expanded to become the largest real estate company operating across the Globe.
Our objective is to generate attractive long-term risk-adjusted returns for the benefit of our clients and shareholders.
We manage a range of public and private investment products and services for institutional and retail clients. We earn asset management income for doing so and align our interests with our clients by investing alongside them.
We have access to large-scale capital enabling us to make investments in sizable, premier assets and businesses across geographies and asset classes that few managers can do.
Quick Stats on Brookfield
|Revenue||$ 112.4 billion|
|Vision||We focus on acquiring high-quality businesses with high barriers to entry and low production costs, building value through operational enhancements. We own and operate an irreplaceable portfolio of iconic properties in the world’s most dynamic markets.|
|Tagline||Who We Are|
Marketing strategy of Brookfield –
Being in the Insurance sector it needs to have a defined structure for its targeted audience. Let’s have a closer look at the STP analysis of Brookfield.
Segmentation, Targeting, and Positioning
The primary sectors segmented under Brookfield Properties:
- Project Management Consultancy (PMC), which includes redevelopment projects for the government
- Engineering Procurement And Construction (EPC), which mainly targets working in the niche market, constructing chimneys, and cooling towers for the power sector.
- Real Estate development, as the name suggests, this segment works in the building of Residential and commercial sectors on a large scale.
The real estate wants different strategies. So Brookfield strategizes assets management that caters to a variety of lifestyles.
These varieties include Single-family real estate that is designed for busy families, Townhomes and Condominium designs for low-maintenance living.
Active Adult designs for investment buyers aged 55 and better to ensure low-maintenance living that caters to their adaptable lifestyles that are set in rich communities designed for social engagement
Lastly, Next Gen Investments is created with multigenerational living in mind.
To acquire target customers, Brookfield has proposed Everything’s Included investment as its marketing strategy.
They provide features like Smart investment technology, Energy-conscious features, and Modern investors and real estate.
Brookfield ensures that the investment experience for its customers is as simple as it can be.
Moreover, Brookfield frees its customers from any hassle and helps them to navigate the entire process through closing.
Brookfield has positioned itself as one of the world’s largest Investment Asset Management Companies.
2. Marketing Campaign
- MALL CAMPAIGN
Under the government schemes Brookfield promotes various campaigns for the public where they engage themselves among them and provide certifications, it has released various press releases where the company participates and organizes several campaigns.
Let’s have a closer look at some of the campaigns by the company.
- ET NOW
Brookfield designs and executes compelling, interactive programs that attract attention to your brand, advertise new store openings, promote events, and drive traffic.
Target your audience with our robust mix of media options, all strategically placed to reach shoppers who are poised to buy. This campaign was with ET now company.
These campaigns create a brand experience for your customers, providing opportunities for immediate feedback and long-term brand-to-buyer relationships.
Brookfield properties are a natural fit for universities seeking to promote educational programs.
Brookfield invites students to learn how we can engage prospective students with custom displays, unique branded wraps, and more.
Miami University of Ohio attracted attention with in-mall domination at Kenwood Towne Center. Their media pieces included two unique stair wraps, table inserts, tents, and an entrance wrap.
A branded in-mall charging station enticed millennial shoppers to engage with Miami University of Ohio’s display.
- ELECTRONICS AND TECHNOLOGY
Samsung, Facebook, and other industry leaders have showcased their latest technologies at Brookfield Properties-hosted product demonstrations and pop-up experiences.
Learn more about how we connect shoppers to electronics and technology vendors in creative, engaging ways.
Facebook brand ambassadors went onsite at three Brookfield Properties centres to talk with shoppers about different types of Virtual Reality capabilities that can be utilized via Facebook.
Samsung Virtual Reality Goggles were also available for live demonstrations with shoppers. Facebook drove traffic to this event by utilizing advertising collateral throughout the property.
Social Media Marketing
Brookfield is found on –
- Instagram – 4K+ followers
- Facebook – 14K followers
- LinkedIn – 206K followers
They mostly post promotional content and campaigns on their social media platforms.
Source – Ubersuggest
As per SEO ranking, it is said that the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can witness, Brookfield management has 19,617 amazing organic keywords.
Also, the traffic per month is around 933K+ which is considered to be fantastic.
Brookfield management is spread worldwide. There is no specific personality who represents Brookfield management as a whole firm.
However, in India Brookfield management has appointed National Award-winning actress Vidya Balan as it’s Brand Ambassador.
She as the Brand Ambassador will help in promoting the #DoTheSmartThing champion project.
On Youtube, you will find the CEO talking about Brookfield as a global entity.
Brookfield management insurer entered the market of e-commerce in 2015.
It sells its insurance policies online on its website, they collaborate with other e-commerce websites like Amazon and Flipkart where insurance is provided with other products like electronic goods.
Their main idea behind entering into the E-commerce platform was to improve their understanding of customers, systematizing customer data and managing it through CRM which will further enhance their sales and customer service.
Content Marketing Strategies
Brookfield management is highly proactive in publishing informational blogs related to financial literacy, physical and mental health awareness, and many others. These blogs are published on their websites.
However, the drawback here is associated with poor SEO in terms of listing their blogs on search engines.
It is pertinent to note that other insurance management like policy bazaars are playing a critical role here.
Many experts though believe that Brookfield has a different approach towards their clients and the above suggestion may not prove successful.
With the advent of technological advancement and competitor pressure, Brookfield has launched apps associated with the arena of finance, Health, and Fitness specific to certain regions like the Gulf, Singapore, Egypt, and many more.
The main drawback is that there is no one app available for global access. However, their competitor like Berkshire Hathaway has one global app. Brookfield should work on it
Conclusion – What’s unique about the marketing strategy of Brookfield?
After analyzing the strategies adopted by Brookfield in marketing its products/services. They are not selling to earn profit only. The main focus of the company is to have concern for the people and think about their welfare as witnessed in their brand campaigns.
It is also pertinent to understand that this firm has a handsome amount of resources and to face competition, it buys competition, similar to how google is striving to establish a monopoly.
However, in India instead of entering solely into the market, it has taken the help of Bharti, similar to how Suzuki ventures with Maruti or Starbucks venture with Tata.
Historically management companies were dependent on agents, banks, and other NBFCs for sales, but with the advent of digitalisation, consumers are becoming smart enough to learn and interpret insurance schemes and the future of insurance exists online on the internet.
Alas! We have now reached the end of this blog. Now through this case study, you would have understood the importance of digital marketing and digital marketers.
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We hope this blog on the marketing strategy of Brookfield has given you a good awareness of the company’s marketing strategies.
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