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Aleksandra Kožul, Communication Director External, Internal And Digital, Novaston

The Emphasis Is On Balance

Novaston is a unique real estate, asset, facility and marketing and property platform that offers clients a complete service, from support in the development of projects and services, through property management, valuation, mediation in the sale and letting of real estate, to marketing

As it is important for them to continue to be the first choice for potential clients and a long-term partner for existing ones, Novaston’s expert team constantly devises new channels and tools so as to present their business as simply as possible and bring it closer to the end user in an interesting and educational way.

The whole world is changing irresistibly, but the goal of companies and brands remains the same – to build long-term relationships with clients and customers. Are you meeting that goal more than successfully?

That was the guiding idea from the moment of creation and transformation of Novaston into a unique real estate, asset and property platform.

Novaston logo

The main goal was and remains – a satisfied client. That’s why we are constantly working to harmonize the internal needs of four different companies (Novaston Asset Management, Novaston Project and Facility Management, Novaston Marketing Consultancy) on our platform, and our team of experts is constantly improving in order to provide the best quality externally. You have to approach each client in a carefully chosen way, respecting their wishes and needs, and aligning them with market expectations.

What is valued more in your business… business results expressed in numbers, campaigns/messages that left a deep mark, emotions you caused in consumers/ the public…?

I would emphasise the advantage of emotions. It’s no secret that marketing is pretty much based on psychological tools, but the importance of authenticity and honesty is often forgotten. Manipulation is the fastest way to ruin. The positive feelings that prevail today are associated with good old times. So, nostalgia is present everywhere – from fashion to sports, the food industry, toys…

You have to approach each client in a carefully chosen way, respecting their wishes and needs, and aligning them with market expectations

On the other hand, all these crises have brought many new trends in marketing and public relations, which are closely related to the development of technology, especially artificial intelligence. This does not mean that traditional ways are being consigned to history, but that the emphasis is more than ever on balance, as well as rapid adaptation to innovations and the demands of the public/clients.

Research shows that around 70% of people want to interact with the brand, that other consumers are most trusted, that the popularity of short video content is growing… Will that be prominent in 2023?

Yes, these are the trends that will most likely dominate this year as well. On the other hand, brands and companies like ours, which have a specific business sector, have to use more and more innovative ways to interact. That is why, in cooperation with the law office Gecić Law, we are preparing a guide for future investors, to present to them the procedure for setting up a project in the real estate sector. Also, we are considering how to complement the communication with interesting video formats that will not be just promotion, because they will also offer quality content.

Podcast, as the fastest growing medium, can be listened to and watched on various devices at any time, which is why it is becoming more and more attractive for companies that offer services for a special niche in addition to marketing. They are especially useful for “thought leader” and “employer branding” campaigns, because they successfully reach an audience that is not present on traditional media.

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