Creating a shopping mall marketing & advertising strategy can be tricky. With boutiques, restaurants, movie theaters, and more, shopping centers are packed with lots of exciting stores and events. But how do you market such a big, diverse product?
Luckily, here at The Digital Hyve, we have an outstanding team working on a variety of malls. Maggie Tripodi, Digital Marketing Producer, and Emily Neveldine, Account Manager, work tirelessly to create cutting edge advertisements for their clients while keeping it fun & light hearted. Some of their clients include Destiny USA, Holyeoke Mall, Sangertown Square, Manassas Mall, Kingston Collection, and Hampshire Mall. Check out their best tips & tricks below!
4 Shopping Mall Marketing Tips & Tricks
- Keep It Fun – Our best copy is conversational & cute. It connects to the viewers on a human level and draws them in by promoting the exciting experience and entertainment ahead.
- Highlight Promotions & Giveaways – Our mall advertisements perform well when we are promoting giveaways, sales, and promotions.
- Keep Targeting General – Malls can be enjoyed by many different people, so you don’t need to go crazy with extremely detailed targeting. Unless you have a really specific promotion or event, the best tactic we’ve found is not to overthink it.
- Build Up Store Openings – When there’s a store opening, building anticipation and making viewers feel like they are the first to know always gets a good reaction.
faqs about shopping mall marketing & advertising
What are some industry specific challenges you face?
For a lot of our malls, we have to think about the bigger picture. If we promote an event, a great graphic might give the viewer all of the information they need. For example, if you’re scrolling through Instagram and find an event that suits you, you might screenshot it and send it to your friends. In that case, we put more emphasis on boosting posts to increase impressions, rather than focusing on a click through rate.
What do you find surprising about advertising for shopping centers?
We never expected advertising for malls to be so fast-paced and diverse. Things are changing every month, so we are constantly on our toes with new events and store openings. Originally, we thought our campaigns would be more focused on branding, but instead, we often market unexpected attractions. Whether it’s a beer festival or wax figure exhibit, it’s never dull.
What is the best part of marketing in the shopping mall industry?
It’s fun! We get to promote exciting events and experiences, which gives us the opportunity to show personality in our copy.
As a team, what is the most important thing to keep in mind?
With any client, staying organized and great communication goes a long way. This is especially true with malls since, as we mentioned earlier, they always have something new to promote.
Case Study – Destiny USA
Looking for examples? Destiny USA, one of the largest malls in the U.S., came to The Digital Hyve to help promote their Summer Fun Day Pass. This pass allows you to pick and choose four different entertainment venues at a steeply discounted price.
Digital Hyve ran a 3-month digital marketing campaign during which Destiny USA received over 30,700 clicks to their website, resulting in a 68% increase in sales from the previous year & amounting in a 830% ROI.
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