MLP

MLP is the largest owner of class A warehouses in Europe, the company owns more than 2 million m2 of warehouse space. Since 2017, MLP has maintained a minimum warehouse vacancy with the help of a well-established marketing system.
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Date
Cooperation since: 2017
Services
Marketing Strategy · Web Dev · Uwindi App · Video · Advertising · Support
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Project details

At the start of the project, we were well aware of our responsibility for the result, because we were approached by the company, the largest owner of class "A" warehouses in Europe. The goal was to reduce the vacancy of warehouses, build a system for attracting tenants, increase brand awareness.
We started the project with market research on the class "A" warehouse segment, determined the key competitors, and studied their sites and USP. Then we developed a marketing strategy, taking into account the peculiarities of MLP locations and premises.
We identified and worked out the segments of transportation, pharmaceutical, and trade companies. Using this data, we prepared a different proposal for all target audiences, since the selection criteria were different for all.
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We developed multilending on the basis of our Uwindi App service, integrated it into the main website, and set up content swaps and A/B testing of offers on the website.
Then, we made and launched advertising campaigns that focused on rentals of 2,000 m2 or more, made banners for all Google Ads placements, set up remarketing by warehouse audience, and linked call-tracking and analytics of the Uwindi App.
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The outcome

After only two years of advertising and promotion, the client achieved a record occupancy of 97% of its warehouse space in its entire history of operation, reducing the vacancy of vacant space several times! A well-established system for attracting new tenants and comprehensive digital marketing allowed the MLP to reduce its dependence on brokerage agencies and keep vacancy levels at minimal levels since the start of our cooperation.
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The marketing project's outcome exceeded our expectations! We get rental requests for our Class "A" warehouse complexes every day, and both the number and quality of requests have greatly increased. As a result of our cooperation, we reached an absolute record of occupancy for all warehouses up to 97%.
Gleb Belavin, Deputy CEO, MLP
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