Reader Profile: Christina Riojas


Each week, we bring you a brief profile on one of our fantastic readers. Know someone we should be writing about? Let us know.

Name: Christina Riojas
Title: Marketing Director
Property: Lake Elsinore Outlets
Location: Lake Elsinore, California, USA

How long have you been at this property?
A little over a year.

How many years of experience do you have in the shopping centre industry?
4 years.

Will there be any digital component to your holiday marketing program this year? If so, what?
Yes: text messaging, e-blasts, Facebook, MySpace, Twitter, Coupon Sherpa (iPhone) and an outdoor digital LED billboard.

Did your center have any digital marketing strategy in 2008? What did the center do and what was the shopper response?
In 2008, Lake Elsinore Outlets focused on e-blasts. In January of 2009, the center created a digital marketing strategy that included the use of Facebook, text messaging, MySpace, Twitter, Coupon Sherpa (iPhone) and a new LED billboard located on the I-15 freeway which allowed us to deliver fabulous offers from our brand name tenants to more than 120,000 daily commuters. The LED messages can be changed every day, allowing us to offer consumers up-to-date specials and promotions. Instead of waiting for a holiday to receive special offers, our customers receive them throughout the year via our digital marketing efforts.

Do you normally do your digital marketing work in-house or do you hire a Web development firm?
We do it in-house.

What is your primary goal this year?
Our goals are to increase the awareness of our outlet center, inform shoppers of the positive changes that have occurred there recently (we’ve added a Pottery Barn Outlet, Guess Factory Store, Tommy Hilfiger Clearance outlet and Element store ) and ultimately increase sales in this tough economy. In addition, Lake Elsinore Outlets will continue to showcase retailer special offers and discounts, as well as strive to remain top-of-mind with customers via our “Change Your Spending Not Your Style. Never Pay Retail” advertising tagline.

What is your biggest challenge this year?
Lake Elsinore Outlets is located in Southern California’s Inland Empire, which has been hit hard with severe job loss and home foreclosures. Our biggest challenge is to let our consumers know about the positive changes that the center is undergoing to serve them better.

Can you offer one tip to other mall marketing professionals?
Embrace digital social networking opportunities. Take advantage of free social networking tools to market your center and keep your information constantly updated so it is fresh and new to the consumer.

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