Here are a few tips to help get the most out of your shopping centre tour.
We recommend overlapping venue selections with any sales data that the brand has, including areas that are performing well, emerging areas or others that the team are trying to grow. It’s not as effective to just pick the largest shopping centres in the country if there are no aligned business or sales objectives to achieve.
Tip 2. Explore all options
Instead of working with one property owner, a schedule should be put together with the aim to provide the brand with the best presence for the best value. Negotiate with the local account managers on some marketing support that will drive more people to the event space, as well as digital.
Popular shopping centre groups include Westfield, AMP, Lend Lease, QIC, Colonial, Stockland and Mirvac.
Request for as much information as possible which can assist to determine the right sites available.
- Weekly footfall traffic
- Information packs/brochures about the site
- Rate card
Tip 3. Marketing leverage
Another important consideration for venue selection is to enquire about the marketing options included with the centre.
The most frequently used feature is an inclusion in the eDM, which is offered at an additional cost to the booking fee. However, it would be beneficial for the Marketing Manager and venue account representative to meet and discuss the potential for marketing leverage to boost the campaign. For example, we have been able to get free listings and inclusions in online communications (eDMs, website, social media) and even a mention by the local radio partner for past clients.
After all, both parties have a mutual aim of attracting more consumers to the centre and activation.
Tip 4. Retail integration
Once venues are secured, the sales team needs to meet with their retailers to try and get support at the retail level (e.g. local price promotion). Promotions or offers can be integrated into the activation in a number of ways such as gift with purchase and special discounts.
By selecting the right venues, getting marketing leverage from the shopping centres and adding retail integration, the activation effectively grows beyond the rental site as the brand has potential to take over the centre for the duration of the activation. Add in social media and you’re ready to hit the ground running.
Chieftain is a part of the global Creata Group network.
For more information, please contact:
Steve Fontanot - CEO / Creative Director
e: firstname.lastname@example.org t: +61 (0) 2 9847 4418 w: chieftaincomms.com