Recent studies have found that shoppers who spend time in retail shopping malls enjoy shopping more and are more likely to make impulse purchases than those who shop online. The right advertising for shopping malls and the stores within can bring those shoppers back and remind them how much they enjoy the "mall" experience.
Shopping at a mall is more than just a trip to pick up an item or two; it is an experience that can be enjoyed by everyone from families to couples and groups of people. There are a large number of retailers whose locations exist almost exclusively within larger malls. The challenge for these stores is letting customers know that they are out there and that they offer products and services that local customers would be interested in.
Smaller specialty stores in particular can benefit from advertising that lets customers know where they can buy the product. Shoppers spend almost 20% more at a mall with a "good food court" extending their visit to the mall.
With consumers finding easier ways to get their stuff, shopping malls have become less about shopping and more about entertainment. With apps and technology to serve up deals to customers the minute they step through the doors, malls are firmly embracing the smart phone crowd.
Creative that is relevant and resonates with your audience is a crucial element of any marketing campaign, and even more so for Outdoor Advertising! After analysis through TGI there are 10 key themes that have been identified as crucial to successful marketing to frequenters of malls.
10 Creative Guidelines
Respect their busy lives
Ensure your message is short, sharp and to the point.
Encourage them to find out more about your brand
They want information and will seek it out so make it easy to find and accessible
Create a need
Successful campaigns targeted to those born to shop create a need for the product.
Highly discerning, advertising that entertains has a better chance of success
Drive them to social platforms for more info
This market are social network savvy, as well as technology advanced
Credit them with intelligence
Don't patronise, make your brand's communication as intelligent as they are
Entice them with variety
Sell the destination!
Recognise their media touch points
Reach them as they lead they busy and active lives
Give them Quality
Enhance your brands quality perceptions via messages and media selections
Become more familiar to them
Frequency builds brand presence, especially close to purchase.