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News for 07/03/09
First Month of Charlestowne Mall Database Collection Achieves Optimal
Results
During the first month of the Enter To Win promotion at Charlestowne Mall in
September, this distressed regional center received 1698 entries to start
the customer database for the center. This database will serve as
inexpensive way to communicate on a monthly basis with customers who have
given Charlestowne Mall permission to stay in touch with them via Emails.
This is now another vehicle to drive traffic and sales for Holiday
advertising - and into 2008 as the customer database continues to build,
monthly.
Through Traffic's experience with this program, traffic increases
significantly if an Email blast is sent two-three days before a weekend
promotion or event.
Full support from Charlestowne Mall tenants has been demonstrated that
they're willing to support and participate in Charlestowne Mall's marketing
program. We include motivational prizes for both sales associates and
customers, however, the fact that 42 merchants signed up at the onset - and
then persuaded 1,698 customers to join in the first month for prizes of only
$50 and $100 in a trade area with these demographics shows extraordinary
intention on the merchant's part.
New Client
9/30/07
A long-time client recently assigned Traffic the full-time marketing responsibilities for Charlestowne Mall in St. Charles, Illinois. McKinley Commercial Real Estate of Ann Arbor, Michigan is making plans for a major turnaround for this mall and hired Traffic to design a marketing plan that focuses on supporting the success of current tenants while plans are being formulated.
Traffic's team jumped on board immediately and created a customized marketing plan to draw attention to Charlestowne Mall's tenant mix through the 2007 Holiday season and 2008. This plan includes a new advertising campaign "Charlestowne Mall...For You!" with ongoing ads that feature the smiling faces of store managers of ten businesses each month. The ads inform customers that there are 10 good reasons to shop at Charlestowne Mall. We're "accentuating the positive". Traffic is also designing a new website to coincide with the campaign as well as building a customer database through the monthly "Enter To Win $100 By Giving Us Your Email Address" promotion.
Back-to-School Gift-with-Purchase Programs Get Results for Our Clients
9/30/07
Because of relationships we've established with companies specializing in superior close-out merchandise, Traffic has been able to secure high quality backpacks retailing for $26 that fit within our client's budgets. Because of the economies of scale, purchasing gifts-with-purchase for several clients at once, we've been able to offer centers the very best prices on these items.
For the fourth year in a row, Baldwin Hills Crenshaw Plaza of Los Angeles offered a free backpack to customers who spent $100 or more in one day of shopping at the mall. All 360 backpacks were redeemed this year, averaging $124 submitted receipts, to be redeemed for each backpack.
In addition to Customer Service, several merchants volunteered as redemption centers for the gift item.
Although not traditional for regional malls, the purpose of having stores as redemption centers rather than Customer Service only, was to draw traffic into the stores, for two reasons. 1) They'd become aware of the store for the first time, and 2) sales associates could point out how customers could increase their purchase to $100 by encouraging customers to buy something else in their store. According to our tenant's reports - It worked!
Glenbrook Commons of Fort Wayne, Indiana, an open-air community center, took advantage of this promotion also. The center increased its minimum purchase amount from $75 the previous year, to $100 in 2007. By doing so, shoppers spent an average of $178 to receive their backpack in 2007 - 34% more than the year before!
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©2009 Center Marketing Group. 
