Question

Topic: Other

Shopping Centre Marketing Budget

Posted by Anonymous on 12/23/2009 at 12:41 PM ET 50 Points
Is it right to reduce the marketing budget of the a shopping centre during financial crisis or rather increase it in order to encourage visitation
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RESPONSES

  • Posted on 12/23/2009 at 7:23 PM Accepted
    If you don't get people to the center, your renters don't make money to pay you rent. I would say you do everything you can to get people to the center so you stay in business.
  • Posted by Jay Hamilton-Roth on 12/24/2009 at 8:48 AM Accepted
    It makes sense to reduce the expenses of marketing that doesn't work and increase the expenses of marketing that does. If you don't know what works and what doesn't, start by measuring your results.
  • Posted on 12/24/2009 at 12:06 PM Author
    but sometimes if the marketing budget is shrinked then everything related to it will be affected i.e. camapign creativity, in mall branding and prizes. If you have in the neighbourhod a competitor who spends a million on one promotional prize while we spend only 150 k in prizes, does this make fair to the business we serve.
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