To Shoppers Hearts, Through Their Noses

Many fashionable shoppers have their own signature scents — something that strengthens the bonds of memory while evoking certain emotions. They might have visited stores in your mall to help them find their scent. They know the power of appealing to all the senses. So does your mall appeal to all the senses too?

Vaughan Mills
does, now. The Canadian shopping center just launched its signature scent, Fig Bling. The gentle, ambient scent of green floral and green fig will fill its halls and help create a cohesive, multi-sensory brand experience.

Research supports the idea that scents can change an experience, and a number of international retailers are already taking advantage. It’s a marketing idea that you can’t venture in to casually, though. Many people are sensitive to strong perfumes and scents, and the effects of certain scents rely on cultural background as much as any other marketing method. But if you do your research, a signature scent can pay off. Vaughan Mills may be the first shopping center in Canada to develop its own signature scent, but they won’t likely be the last.

If you’re interested in looking into this for your mall, Vaughan Mills used ScentWave technology, developed by ScentAir.

Written by Nissa on February 10, 2010 – 5:30 pm -
Posted in This Week's News | 2 Comments »

Insider’s Tip: Test your Email Subject Lines

1119chris.gifThis 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

Written by Nissa on November 18, 2009 – 2:48 pm -
Posted in Insider Tips | 1 Comment »

Use Your Head

Viral Marketing: Also known as Word of Mouth Advertising. Any strategy that encourages individuals to pass on a marketing message to others, thus creating the potential for exponential growth in the message’s exposure and influence. Just like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, even to millions.

A young Danish woman entreats YouTube to help her find the man with whom she spent one ill-planned night that left her with a lovely baby boy. The video goes viral, spreading around the world and pulling in hundreds of thousands of views. Surely one of those thousands can help her find the child’s father?

Possibly – if he existed. It turns out the whole thing was, inexplicably, an advertisement created for tourism agency Visit Denmark. Once the stunt was revealed, plenty of people were embarrassed about having been tricked – and Danes were offended that drunken promiscuity was being used to promote their country. The original video had nearly a million views before being taken down. Now those are a million viewers who may have been annoyed or offended (and as we all know, nothing on the Internet every really goes away).

So what was the point of trying to trick them all, again? YouTube viewers love to speculate over whether something is real or fake, but no one likes to be the butt of the joke. It might be tempting to create a really wild video that will skyrocket your brand – but make sure you won’t be ashamed of having it tied to your name in the long run.

Written by Nissa on September 16, 2009 – 10:39 am -
Tags: ,
Posted in Viral Marketing | No Comments »

Insider’s Tip of the Week: Patrick Tranter

profile_patrick_tranter.gifEach 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

Written by Nissa on August 26, 2009 – 3:23 pm -
Tags: ,
Posted in Insider Tips | No Comments »

Insider’s Tip of the Week: Jamie De Rose

tip_the_collective2.gifEach 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 Jamie De Rose, Director of Client Services at The Collective:

What is your Opportunity Gap? Every shopping center has one.

The first step is to precisely define what that gap is for your center—it could be increasing sales per square foot, improving customer satisfaction, boosting gift certificate sales or raising the open rate on your e-mail deployments. Once you’ve set your goal, closing the opportunity gap will require creating a relationship with your shoppers.

All customers make purchases for the same reason: to satisfy a subconscious need. We identify that subconscious need and then use it to form the basis of the customer relationship. We call that subconscious need and everything related to it the Customer Architecture.

Next, you need to figure out why your customer should choose to visit your shopping center. We identify, in seven words or less, what makes your shopping center uniquely remarkable. This is called your Inspiring Proposition, or your IP. Creating an action plan to align every part of the shopping experience around your IP ensures maximum success. We call that process the Business Architecture.

It is the relationship between your customers and the shopping center that defines how effectively you are able to achieve your sales and marketing objectives. The relationship is created inside a conversation, which can be articulated in all forms of communication. We call the nature of that conversation the Relationship Architecture.

And so your job is to create powerful conversations. These will, in turn, produce deep, long-term relationships between your customers and your shopping center, ultimately driving sales.

Are we making you think? Good. So how does The Collective do it?

Call Jamie at 416-646-2789 to find out or e-mail her. You can also visit the collective at

Written by Nissa on August 19, 2009 – 3:12 pm -
Posted in Insider Tips | No Comments »

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