Before the big event The shopping centre marketing manager or person leasing you the space is your best friend! Call them up/meet with them and discuss what they believe to be the best spot for the best price. Building relationships with these people can only benefit you in helping your display be a success. Feel them out for what they can offer you. Ask for a Trade Area Map. (TAM) They should have one on hand showing traffic flow and where stores are. That way you can see at a bird’s eye view where the best spots are. - Also remember that the higher the traffic levels/exposure the higher the rate will be to have a stand there. Do your homework – When choosing a shopping centre, the closest one to your office may not always be your best bet. Check out the demographics of the locals, income, family, etc etc. Are they your target market? Ask the centres regulations on public liability. Some centres may ask for you to provide them with a certificate for the duration of your promotion. Check out if there are other promotions in the centre during your time to ensure they will not inhibit your possible leads. Some other events may even increase traffic to your stand! Ask if the centre has a website. You may be able to add your promotion to it. Check if the centre has any refurbishments going on! Locations we recommend to look out for include: big brand shops such as book shops, clothing, department stores & telecommunications. There’s always lots of traffic going in and out of these types of stores. You may enter into a cross promotion if the store is near your stand - not a bad idea. Locations near eateries seem like a good idea but realistically people are usually hurrying in and out of these areas. There’s always a big question of – should I take exit doors or entry doors? In my opinion I believe people aren’t in a “buying mood” when they are coming in or out of a centre but more so focused on their task ahead. I wouldn’t personally recommend these spots. Find out which days are the best days where most people visit the store. Its known that Tuesdays are usually a mums shopping day so unless you are wanting mums as a market audience, don’t have your stall on Tuesday. (unless you are there all week. Thursday nights and Saturday mornings are usually the peak times for the younger crowd to visit or for people shopping in a hurry. Sundays are days where people may be more included to spend some time talking with you!
Written by: Diane Costa. Director, Marketing MechanicsPlease feel free to contact us on 02 9565 2120 for more information or visit us online @ www.marketingmechanics.com.au VIEW OUR BLOG! http://marketingmechanics.blogspot.com/