Insider’s Tip of the Week: Patrick Tranter
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 Patrick Tranter, Account Executive at Rainbow Productions:
“Licensed character appearances are a proven way to drive targeted traffic to shopping centers. Be it for meet-and-greet activities, workshops or stage shows, cartoon characters such as Scooby-Doo, Bob the Builder and Bart Simpson provide a huge draw to young families, adding value to their shopping experience.
Why do centre management teams book character appearances? As well as boosting traffic, customers are far more likely to stretch their shopping day and stay longer in the center, with positive effects on secondary spending on tenants such as food vendors. Added to this is the benefit to individual retailers in the way of sell-through of associated merchandise and, of course, impulse buys.
Many centers have also successfully created their own custom characters with Rainbow Productions to act as a figurehead for their kids’ club. This is again a very cost-effective way of tying your family-focused branding efforts together in a unique and friendly way.
By adopting a more integrated approach to mall events, the benefits are felt by all parties—from customers through to retail tenants and shopping center management teams.”
To find out more about harnessing the potential of licensed characters, which are offered exclusively in the UK through Rainbow Productions, please e-mail Patrick or visit the company’s Website at www.RainbowProductions.co.uk
