7th meeting of business centers: how can we congratulate tenants?

On 3 September, 2014, New St. Isaac’s chaired the 7th meeting of St. Petersburg business centers, in which the following firms took part: Gayot, Tusar, Nevskiy Plaza, Markus, Feniks, Baltiyskiy Delovoy Tsentr, Marvel, and others.

7th meeting of business centers: how can we congratulate tenants?

On this occasion the meeting was held in the Gayot business complex, which comprises a number of office buildings, among which is one in the style of the middle ages, a hotel, and a shooting range with a bomb shelter. After a tour of the complex and visits to a number of offices, the discussion was launched on the topic: “Celebrations for tenants”. During the discussion questions were raised as to whether or not it is possible to organize celebrations with no budget. Participants shared their ideas and experiences on this matter. Valeriya Semenova, marketing director at New St. Isaac’s, presented the “celebration builder”, designed to make celebrations easier for business centers. As a result, the following conclusions were drawn:

1)The main task when congratulating tenants is to build long-term communication, aimed at building loyalty and retaining the client.
2) One such instrument is to congratulate on diverse occasions, which can be categorized into:
a. Public holidays celebrated by the entire country (New Year, 8 March, 23 February, etc.)
b. Second-tier, thematic celebrations (Easter, 14 February, etc.)
c. Self-devised celebrations (Celebration of a golden autumn, Ice-cream day, Brain Day, etc.)
3) Congratulations can take three forms:
a. An event
b. Distribution of presents (to every employee/one for the whole office/to the winners of a competition)
c. Thematic decoration of the business center (by the administration or with the help of tenants)
4) How is it possible to congratulate tenants, even if you have no budget to do so?
a. Find a partner-sponsor willing to help in exchange for advertising support from the business center
b. Involve tenants, making them, and not the organizers, the main “heroes” of the celebration (e.g., New St Isaac’s: organize a competition to find the office with the most New Year spirit; invite tenants to paint benches in the courtyard, etc.)
c. Organize a thematic exhibition to mark a celebration (this replaces decoration)
5) It is important to congratulate not only the top management of tenant companies, but also the personnel, so that everyone feels involved. When there is a large number of employees, the best option is to hold an event, e.g. morning congratulations in the hall.

The 8th meeting of business centers will take place in October 2014. The topic of discussion will be “Checks by state bodies”. If you would like to attend the meetings but have not yet received an invitation, please send an email to Valeriya Semenova: vs@novo-isaak.ru