With the development of a successful nearby outlet and other retail competition in the mall's trade area, Charlestowne Mall in St. Charles, Illinois was 60% leased when McKinley Inc. of Ann Arbor, Michigan took over property management. Leonard Cercone, Jr., Vice-President and Director of Commercial Operations asked Center Marketing to design a marketing program to support current tenants while a redevelopment plan for the mall was developed.
It was important that we communictate with shoppers regularly, informing them of tenant's sales and promotions in addition to mall-wide events... and in the near future, development news. Since budget is always a consideration, we decided to create a database comprised of shoppers who would agree to give us their email addresses. Commumications with them using email proved very effective and less expensive — a few cents per customer versus $1 or more for traditional direct mail.
To build the customer database, we designed an Enter-To-Win promotion that would motivate both sales associates and customers to participate. 42 members agreed to display counter cards, entry boxes and blanks.
Each month, the sales associate who persuaded the highest number of customers to provide their email address was awarded a $50 check. All customers' email forms were entered into a drawing with the winnning shopper awarded a $100 check.
In the first month, tenants persuaded 1,698 customers to sign up, enter the drawing and agree to receive regular email blasts from Charlestowne Mall.
"Center Marketing's in-house team have been my 'marketing department' for years. Whether they're handling an open-air center for us in South Carolina or an enclosed mall in Chicago, I'm amazed at how Lois and her team continue to deliver with new, strategic and creative marketing programs that solve the varied challenges we face with both types of shopping centers."
- Leonard Cercone, Jr.
Vice President & Director of Commercial Operations
McKinley Incorporated | Ann Arbor, Michigan
Turn customers into repeat customers. Here's how: the week prior to a "Sidewalk Sale" merchants give "Free Lunch" tickets to shoppers for every purchase they make. On the following week, during your scheduled sale, these same shoppers return and receive free mini-lunch samplings from your food merchants who have set up tables throughout the shopping center. This engaging and effective promotion delights patrons of all ages while it offers merchants of all types an opportunity to participate and profit!
Connect local merchants to loyal customers. With increasing competition for their dollars and attention, customers naturally seek stores that are close to their homes and hearts. This grassroots-style promotion does just that. Personalized materials featuring smiling portraits of the real merchants at your shopping center literally puts a face on their shops, restaurants and services. The coupon-filled brochures in newspaper inserts of the "Meet Your Neighbors" promotion connects people to those local merchants and "personalizes" your shopping center. Simply put: where relationships grow businesses thrive.
This holiday season boost your merchants' sales by offering their customers a chance to give and receive! Here's how: Working with a service group (like the local Lion's Club), the shopping center volunteers to be a drop-off location for used presecription eyeglasses. Customers who donate a pair of eyeglasses receive a free box of chocolates — up to three pairs per day.
Merchants who volunteer to be "redemption centers" get positive features in news releases, ads and collateral materials, and they enjoy increased traffic during the season when customers are ready and willing to make big purchase decisions!
Prior to designing and budgeting a marketing program for your shopping center Center Marketing does extensive client/management interviews and "boots on the ground" research. In addition to studying demographics and what has and hasn't worked in the past, we speak with tenants, the local media, Chamber of Commerce, schools and community groups in the trade area.
Once the preliminary works has been performed and compiled, our team works with the budget you've allocated to create a targeted, customized marketing program. In doing so our guiding principle is: if the cash registers aren't working, the promotion isn't working.
Our clients will tell you that we're very hands-on; communication with you and your tenants is key. Therefore, we provide vital updates throughout the execution of all marketing programs with our Retail Marketing Management System (RMMS). This specially designed software gives our clients access to our progress — 24/7. Just go to our special website, enter your password and get the data you need any time of day or night!