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In addition to share marketing, we concentrate on developing and maintaining the Deutsche EuroShop brand. Our goal is to further increase the awareness and recognition value of the brand. The intention of Deutsche EuroShop is to establish itself as an investment brand in shopping centers.
Advertising promotes awareness and image
In 2007, Deutsche EuroShop had a ‘face’ - the face of Nicolette Maurer who also adorned the front page of the previous year’s annual report. This allowed us to emphasise our successful business performance in specialist publications. It also enabled us to proceed with our strategy of producing target-group orientated image and financial advertising alongside the publication of the current financial figures. We can conclude from the positive feedback we have received that we have achieved our goals of increasing support and confidence in our Company and of simultaneously raising the recognition value.
The website as the initial contact point
The trend towards higher visitor figures on our accessible website continued throughout 2007. Over 200 clearly laid out pages with information about the Company in German and English are available to our online visitors. Our Internet presence can be found at www.deutsche-euroshop.com
Present in the media
Deutsch Euroshop is still enjoying a large media presence. It is primarily economics and financial journalists that regularly write about our Company. In addition, diverse television and radio channels as well as online publications all concentrated on Deutsche EuroShop with reports and interviews. Whilst the advertising value equivalent of reporting in newspapers and magazines decreased from almost €4.0 million to approximately €3.3 million, the circulation of these types of media increased slightly from 30.4 million in the previous year to 31 million in 2007.