Shopping mall marketing strategy from the point of view of an expert from HOLA Digital Agency - Los Angeles, Miami, New York, CA, Florida Development Company: AI, Blockchain, IoT

Implementation of new projects, expansion and even repositioning (rebranding) of existing shopping centers - all this is a reaction to changes in the commercial real estate market.

How effective positioning of a shopping mall should look like on social networks, on the Internet, what to keep in mind when designing a process for creating a marketing strategy for a commercial object and what tools to use - you will learn from this article from HOLA Digital Agency (Los Angeles, Miami, New York, California , Florida).

Personalize your customer - define your target group

Getting to know our target group is the first and integral step in building a marketing strategy. The correct direction of positioning a shopping center almost always largely depends on the buyer. However, it turns out that it is not enough to be limited only to designating the client. Realizing their choice, more and more resisting the advertising message, the client demands more from us. He expects us to satisfy his desires based on emotions and relationships. In short, we must establish a kind of direct dialogue with our client and get to know him well.

It is worth remembering that creating an additional strategy for shopping centers is a task in which the actions of the people responsible for marketing and renting must complement each other. Partnership cooperation at these two levels is almost a guarantee of an effective mix of tenants and effective communication based on it.

Creative idea - that is, creating the image of a shopping center

Careful, beautiful, attractive packaging for every product that we want to offer to the customer is an old principle. Since childhood, our eyes have liked the colorful alluring gifts, the unpacking of which always caused a certain positive tension in anticipation of the opening of our interior. Advertising and a creative idea work on the same principle. These are the positive emotions accumulated around the relationship with the brand, as well as the unique connection with the sender of the message, which motivate the recipients to interact.

What should be an effective creative idea? It should contain everything that will allow us to create the image of our object at the next stages - slogans, genesis, created heroes, moodboards and style.

Organizing events and events is a good way to increase attendance

Explain to consumers why they should visit your property. The schematic life of a shopping center doesn't have to be synonymous with boredom. We start planning events by opening the calendar and marking all important and interesting dates for the entire coming year. You don't have to go far for ideas! It is worth creating stories that generate interest and arouse real emotions, justifying expectations. Sounds expensive? Not necessary. Look out for random and even cyclical events such as trainings, meetings, or seminars. When designing events taking place in a shopping center space, one should not forget about building relationships with the local community, which consists of closest customers and neighbors. The tools to help build customer loyalty are socially responsible and philanthropic activities, collaborating with local activists, city officials, and connecting with the local market.

Another powerful way is to launch loyalty programs

We continue to believe that this is a great way to encourage a client to visit us regularly. Loyalty programs are a very broad concept that gives you almost unlimited opportunities to build a relationship between the recipient and our institution. When developing this type of activity, it is worth remembering the preferences of the customers. Let's not forget the guaranteed prize aspect. Buy and get is one of the most effective tools, if only it is associated with high-quality and real rewards.

Let's talk about social media? Order promotion on social networks, order online advertising, order website advertising, order branding, create a personal brand

The consistent, complementary strategy of each center cannot ignore such an important area of ​​communication as social media. Our advice on how to get into this space is planning.

First, the TARGET GROUP. Secondly, GOALS AND EXPECTATIONS. Third, EFFECTS AND MONITORING.

When promoting a business, website, brand, company on social networks, focus on a consistent, modern style and the right language of communication. Remember that the content you post is designed to engage your target audience, so choose topics and content that interest them and encourage engagement. Also pay attention to the visual aspect of the communication, take care of catchy slogans in the schedule and procedures aimed at grabbing the attention of the addressees.