This week’s tip comes to us from Judi Lapin, President, Lapin Consulting Group:

‘Show the Love through Loyalty Programs’

“Nothing could be more important or more challenging to a center’s brand strategy in a difficult economic environment than maintaining market share. And that means focusing on your loyal core shoppers more than ever before.

As an ICSC Trustee, I serve as co-chair for what will be a quarterly online research study conducted by ICSC across the US and Canada to gain insight into the changes in consumer behavior and attitude over the past year and going forward.

Of the many interesting findings released just this week is that approximately half of the 2,500 consumers surveyed belong to a loyalty or rewards program for a retailer or shopping center. Participants stated their main reason for belonging to a rewards program is the special discounts given to members or rewards earned for purchases. Shoppers said that gifts, freebies, advanced notice of sales and special access for members are far less important to them. But the surprising data is that the majority of these loyalty club members belong only to retailer’s loyalty programs with only 2% belonging to a similar shopping center program. With shoppers already in the know on how these programs work, shopping centers of all shapes and sizes have a huge opportunity to jump into the loyalty program arena. If you have a website you can have a loyalty program.”

Want to know more?

Call Judi at (949) 261-117, ext. 101 or email her at jlapin@lapincg.com.

Learn more about Lapin Consulting Group, branding specialists for retail real estate, at www.lapincg.com.

This week’s tip comes to us from Chris Bryce, Sr. Digital Strategist at Dotfusion Interactive:

“Looking for higher open rates from your email campaigns?

I recommend the simple yet effective practice of testing three to four different subject lines to small segments of your subscriber list.

You’ll be surprised to see the impact various subject lines have on open rates.

Execute this one day before your full campaign and use the subject line that resulted in the most opens from your testing.

As a provider of digital marketing services to Shopping Centres such as Yorkdale, Square One and First Canadian Place, we know the importance of maximizing the return on your email investment.

Subject line testing is a great way to get more ROI from your email marketing dollars.”

Want to know more?

Call Chris Bryce at 800.710.8476 x21. You can also visit Dotfusion Digital Marketing at www.dotfusion.com.

Each week, we feature tips from industry insiders. Have a tip to share with our readers? Let us know.

This week’s tip comes to us from Julie Coward, Co-Owner of Holy Cow Communication Design Inc:

“When it was time to launch Mayfair Shopping Centre’s summer outdoor farmers’ market, one of the strategies we implemented was a poster campaign. We printed small colour posters to advertise the event to the community. Then we hired a person who walked into coffee shops, cafes, grocery stores and other venues around the city and obtained permission to display these posters for the general public to see. This strategy helped not only to promote the event to the target market, but also helped brand the market as a community event.”

Want to know more?

Call Julie at 250-655-6597 or email her.
You can also visit Holy Cow Communication Design online at www.HolyCowCom.com

Each week, we feature tips from industry insiders. Have a tip to share with our readers? Let us know.

This week’s tip comes to us from Virginia Boggie, Partner and Director of Client Services at Suburbia Advertising:

Has Your Centre Put its Stake in the Ground?

A well-crafted brand strategy is one of the most important business decisions retailers face – and yet often fail to address. Every shopping centre needs to differentiate itself from its competitors if they want to gain greater market share. If you don’t claim your territory and stand for something that is relevant to your target, you can bet your competitors will.
Developing a distinct brand strategy or will help you express the type of shopping centre you are, serve as a blueprint for building your brand over time, and help provide consistency over every communication channel you use. Once you define who you are, stick with it! Unlike advertising, which can launch a new campaign every year or two, your brand strategy should endure. The only reason to depart from this is if you have a solid underlying reason to do so. For example, your property has just gone through a redevelopment and has radically changed its store mix.
Committing to a brand strategy is liberating. You will wake up each day with a clear focus and the confidence to allocate your resources in the right places to support your objectives.

Want to know more?

You can reach Virginia by phone at 604-943-6414 or by email. You can also visit Suburbia Advertising online at www.SuburbiaAdvertising.com.

Each week, we feature tips from industry insiders. Have a tip to share with our readers? Let us know.

This week’s tip comes to us from John Bacon, Managing Partner of Converge Marketing Group:

“The beauty of social mediums like Twitter and Facebook is that they create opportunities for shopping centers to engage their customers, both on and off your property. But in so many cases, shopping centers are using social media as an electronic billboard to simply tout sales and events and forgetting that these tools can create conversations, drive traffic and, ultimately, increase shopper loyalty. Just a few examples:

It’s Visual – Don’t just tell people, show them. Pictures of events, great buys at your retailers or the crowds of people waiting to see the latest movie are interesting and enticing. Many users are mobile so encourage your fans and followers to post pictures from your center as well.

It’s Inviting – Drive traffic to specific retailers with special contests. For example, send a Tweet saying that the first 10 people who show up at your selected retailer and say “I want a Tweet deal” receive a special coupon or gift with purchase.

It’s a Community – Host a Tweet-up or Facebook friends gathering at one of your restaurants. Then use this opportunity to ask your biggest and best fans what they like and don’t like. You’ll find people actually like communicating as much in real life as they do online.”

Want to know more?

Call John at 480.215.0873.
You can also e-mail John or visit Converge Marketing Group online at www.ConvergeMarketingGroup.com.

Each week, we feature tips from industry insiders. Have a tip to share with our readers? Let us know.

This week’s tip comes to us from Kelly Brownell of The Mall Maven, a division of Image One Marketing Group, Inc.

“Strategically selected promotional products can aid to brand your mall, attract and reward shoppers, and promote your gift-card program. Picking the right items will ensure shopper loyalty while giving years of exposure to your center.
Help to maximize your marketing budget by teaming up with your sister centers. Grouping an order with another center will allow for quantity discounts that can save you hundreds or even thousands of dollars. Also, be on the lookout for Clearance and Closeout items. Many manufacturers are clearing out merchandise this time of year to make room for next year’s new additions. Take advantage of these savings and order early for future promotions.”

Want to know more?

Call Kelly at (619) 546-6392 or email her. Visit The Mall Maven online at www.TheMallMaven.com.

Each week, we feature tips from industry insiders. Have a tip to share with our readers? Let us know.

This week’s tip comes to us from Paul Sessel, President of Creative Displays, Inc.:

“When planning your holiday décor, you can incorporate energy-saving LED lights without compromising your center’s visual branding.
Unlike the first LED lights that came on the market, current products can actually enhance the ambience you’re trying to create at your center.
For example, LED lamps for 12-volt white lighting have the warm feel of halogen lamps. There is also a wide range of style options—from strobe lights to snowflake icicle strings to net lighting.
And remember, the LED lights will last 10 times as long as your old bulbs but use only one tenth of the electricity. That means significant long-term savings on your decorating costs.”

Want to know more?

Call Paul toll free at (800) 733-9617 or reach him at (913) 402-9617.
You can also e-mail Paul or visit Creative Displays online at www.CreativeDisplays.com.

Each week, we feature tips from industry insiders. Have a tip to share with our readers? Let us know.

This week’s tip comes to us from Cheryl Cardon, President of Circus Strategic Communications:

“Viral e-mails are nothing to sneeze at!

Though social networking on Facebook , YouTube, Twitter and the like is hipper than old-fashioned e-mail, targeted e-mail messaging is still one of your best online communication strategies. Craft those messages with “share-quality” and you’ll reach deep into online social networks, with both your message and your brand.

Here are a few simple tips on how to spread your viral message:
1. Take advantage of the subscriber’s natural desire to share good news. Offer a message that resonates with your subscriber, be it a great offer, contest or perhaps the latest style trends for the fashionistas on your list.
2. Carefully craft your e-mail message. Keep it short and focused. Be sure there is a tone of excitement or urgency. Never underestimate the power of a call to action!
3. Know whom you are talking to and wordsmith your message accordingly.
4. Add visual interest. This might be a banner, a photo, headline or even a link to a video.
5. Push the viral potential by making it easy to share your e-mail message. Include dedicated links that allow e-mail subscribers to easily “forward to a friend” (FTAF) or “share with your network” (SWYN).

Links to share content with a social network, including Facebook and Twitter, have the potential to give your message and brand much more exposure than simply FTAF. And remember, the stronger the share quality or content of the message, the greater the chances of it being shared beyond the subscriber’s network to their network’s network…and that’s nothing to sneeze at!”

Want to know more?

Call Cheryl at (905) 873-8426.
You can also e-mail Cheryl or visit Circus Strategic Communications online at www.CircusCommunications.ca.

Each week, we feature tips from industry insiders. Have a tip to share with our readers? Let us know.

This week’s tip is from Kathy Nunes, President of Nunes & Associates:

“I love the challenge of coming up with great mall marketing ideas on a small budget. During my years as a marketing director, I dreaded Halloween costume contests. The logistics and staff to sign up hundreds of kids, judges bailing out at the last minute and irate parents who thought their child should have won.

So, I came up with a better idea for an event where children and the hungry would all be winners. I got a stand-up cardboard of a famous character, a backdrop with a few props and made a big sign proclaiming Cutest Goblins of (insert year) with our mall logo. I supplied the materials and arranged for volunteers from the local Food Bank to take pictures in return for a $5 donation.
Every child was a proclaimed winner with a picture showing the year and our mall logo that went right into the family photo album. The food bank was also a winner, raising thousands of dollars to feed the hungry.

It was such a big hit with parents and kids, the Cutest Goblins Of The Year became a popular annual tradition that received lots of publicity. Best of all, I never had to run another Halloween costume contest ever again.”

Want to get more small-budget ideas? Call Kathy at (408) 371-6123 or 800-280-1589.
You can also e-mail Kathy or visit Nunes & Associates online at www.NunesOnline.com.

Each week, we feature tips from industry insiders. Have a tip to share with our readers? Let us know.

This week’s tip is brought to us by Cindy Bohde, Principal at Cindy Bohde Enterprises, Inc.:

“The days of just having a Website designed for your property are gone. It seems today if your property isn’t youtubing, twittering, or facebooking, you’re falling behind. You need an integrated new media program combining your website and social media.

It starts with your Website and search engine optimization (SEO), which form the basis to get your property’s Website noticed by the right type of audience.

For my clients, I work with a search engine marketing company such as Sheffield Marketing (www.Sheffield-Marketing.com). They evaluate the Website, keyword phrases and content with the goal of increasing traffic. It’s a very collaborative process—we define the desired audience and the SEO company assists in driving the most beneficial visitors to the Website. The SEO pros also are well versed in social media. They will help you to define your communities and get you set up.

The social media sites (like YouTube, Facebook and Twitter) are all independent viral communication vehicles that many malls should depend on to drive new customers to their Websites and properties. These third-party “community builders” are tied to your Website, but also separate. Unlike a Website, which you can update periodically, Twitter and Facebook need to constantly be refreshed to be relevant. And you need to respond to the messages you receive.

Participation is a valuable indicator. It says something about the kind of traffic you are attracting. Remember that an engaged customer is a highly valuable one. Interaction can be anything from leaving comments to participating in support forums to leaving customer reviews and ratings. It can happen on your Website and on other Websites. Keep your eyes and ears open!

Know going in that social media is very needy and time consuming, but the results can be worth it—an increased sense of community, deeper insight into your customers, virtually 24-7 communication and the ability to get messages out at the exact moment you want. Pretty amazing.”

Want to know more? Call Cindy at (312) 642-2484, e-mail her or send a message to
scott@sheffield-marketing.com. You can also visit Bohde Enterprises at www.bohdenterprises.com.