Space × Marketing - What planners do for spatial design

nice to meet you.
This is Eri Morita, a chasing x marketing planner at NOMURA Co., Ltd..
Please remember it as "Morieri".

I am a planner from the Faculty of Commerce Marketing Course.

In the "planning of commercial facilities" that I am mainly involved in, when a client builds a new commercial facility, we analyze the potential of the area and indicate the potential and direction. and provide logo proposals.
In addition, there are planners who support tenants opening stores, planning zoning in commercial facilities, and supporting opening events.

Commercial facilities such as those mentioned above, offices, exhibitions, corporate PR facilities, museums, galleries, etc.
We have less than 100 planners in various fields.

What is a spatial planner?

A planner at NOMURA Co., Ltd. = someone who defines requirements before creating a space

First of all, many people don't know what the planners at NOMURA Co., Ltd. do.

I feel that it is a job to visualize what the client is thinking, think about what to do to make it a reality, and proceed to implement it.

A planner is a space designer, right?

The word “interior planner” is often heard, and this occupation is often confused with a designer.

"Isn't NOMURA Co., Ltd. 's planners also majoring in design and architecture?"
“As a planner, is presentation of drawings the main job?”

I thought so too until I joined the company.

Graduated from the marketing course of the Faculty of Commerce. … Indeed, it may be rare in our company.
However, I feel that planning work is naturally closely related to marketing and branding.

Marketing and branding are important in spatial design

What is marketing in the first place?

When marketing is academically verbalized, it becomes an expression like the above.

There is also the term spatial marketing,
How should we think of marketing?

"Activities until the company delivers the product to the customer"

I think that's the rough definition of marketing.
When you think about the original meaning of marketing, the marketing department of a manufacturer or the marketing department of a retailer comes to mind.

Planning, producing, transporting and promoting products. It feels like a process of selling tangible products (tangible goods) rather than a service or proposal business.

So, what does it mean for our planners to plan with “space x marketing”?

NOMURA Co., Ltd. 's planners naturally use marketing and branding in their planning.

Planners at NOMURA Co., Ltd. naturally make proposals while utilizing marketing and branding.
For example, 4P, 3C, SWOT, AIDMA, AISAS, customer journey, etc.

In order to give form to the client's ideas,
We think about the best plan while using various frameworks without being conscious of it.

For example, if it is 4P
"Price"
…How much should the unit price per customer be, how much should the rent be, business balance, etc.

"Price/ Location"
…Where will you open a store, and what are the characteristics of the store? What are the characteristics of the exhibition venue? Will you develop along the railway line? Such

"Product"
…What to sell, what to do about service content, and what to do about MD zoning

"Promotion"
…how do you sell, in what industry? What is your business? What about sales promotion support, opening events, etc.

I don't remember these theories every time, but basically I'm planning with these things in mind.

Even in the case of 3C,
"Customer/Market"
…what is the current market potential? What are customer trends? What are the latest consumption trends?

"Competiter"
…what your competitors are doing and what other facilities in your area are

"Company"
…What are the company's strengths, and what should it look like in 10 years?

I think about these things, make proposals to clients, and think about them together.

It may not be well known that we not only plan spaces, but also branding, naming, and proposing business concepts.
Of course, all of them will be related to the space later, but...

Considering the customer journey in various spaces...

So far, we have talked about commerce, but of course, there are also exhibitions and cultural facilities that can be applied to the concept of marketing. For example, the customer journey.

In any space, we create a story about how customers will enjoy the space from the entrance to the exit.

If it's an exhibition, how do you attract people's attention to the booth, get them to experience it, and convey the information?
If it is a museum or other cultural facility, what is the best route to go around? What theme should each zone have from the entrance?

We can embody what the client is thinking, and simulate the customer's purchasing behavior and spatial experience.
Not only that, but you can also design and build it.
I think this is one of Nomura's strengths as a planner as a comprehensive display company.

We do a lot more than you might think.

"NOMURA Co., Ltd. is a design and construction company, right?"
We also do design and construction. But I also do some planning work.

Spatial design is not just about creating it; it's also about how to revitalize it.

I'm seriously thinking about how to activate it.
If you are having trouble marketing or branding your space, please rely on our planner!