Question

Topic: Strategy

Promoting A Shopping Mall In A Dolphinarium

Posted by fordwincher on 10/10/2010 at 4:41 AM ET 500 Points
Dear Everyone,


My manager agreed to work with a dolphinarium and now I am tasked to promote our shopping mall in the dolphinarium.

Honestly, I can't think of any bright idea how to promote our mall in a place where activity is totally unrelated. I'll even say that it is more of a competition! But, I have to make it work.

Apart from using the advertising mediums inside the dolphinarium free-of-charge , I really can't see anything else. Our objective is always to gain foot traffic to our mall.

Any suggestion will be highly appreciated.


Thanks, all!
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RESPONSES

  • Posted by Jay Hamilton-Roth on 10/10/2010 at 7:38 AM Member
    Why not create a follow-on to the dolphinarium visit at your mall - books, videos, keepsakes, food, and perhaps a video-feed from the dolphinarium? Have each of the stores in the mall help to create a display/storefront that highlights the dolphinarium, and have merchants have special offers for customers with their same-day paid receipt for attending the dolphinarium.
  • Posted by CarolBlaha on 10/10/2010 at 8:09 AM Accepted
    I think you have a tiger by the tail. You have the perfect opportunity to create a reason (besides shopping) to come to your mall. Think of all the malls that bring in exhibits like "Leggo Land", etc to their malls to create traffic. People spend zillions bringing a one time event like this and you have it in your own yard.

    Work with the dolphinarium and promote their exhbits. Drove traffic to Dophinarium and that will bring the parents and family. Keep it fresh. Bring in school groups. Make a dolphin your mascot -- which can be repeated in advertising. For example, right now "Mikey Dolphin" is planning his Halloween costume. We need suggestions from the kids -- a coloring contest to dress Mikey. Bring it to the mall kiddies (parents will have to drive) and post the drawings. Mom tells Aunt Sue who comes to mall to see her nephews drawing. And while they are there...

  • Posted by mgoodman on 10/10/2010 at 8:11 AM Moderator
    Does the dolphinarium have a gift shop? If not, you can make sure that dolphin-related items in the mall are promoted in the dolphinarium ... so that the mall effectively becomes the "gift shop." (You'll have to get mall tenants to agree, of course.)

    If there IS a gift shop at the dolphinarium, then you might be able to promote "more items available at the mall" within the gift shop.

    Jay has some good ideas too. You'll get some traffic just by letting people at the dolphinarium know the mall exists.
  • Posted by matthewmnex on 10/11/2010 at 8:59 PM Accepted
    Ask the dolphinarium to add a tab on the tickets. When people pay their entrance fee, they automatically have an additional perforated tear off strip that gives them a discount at the mall (free parking for instance) or some kind of bonus or benefit.

    Make sure that it is printed as PART OF THE TICKET. Not just something you hand out with the ticket, not the same thing at all. It must be part of the ticket because then the buyer feels that they have paid for it and received a bonus.

    make sure that Dolphinarium related souvenirs are also available in the mall. Cuddly dolphin toys, hats, posters etc.

    Good luck,

    Matthew
  • Posted by fordwincher on 10/12/2010 at 1:59 AM Author
    Our mall can definitely allow the dolphinarium to put up an exhibition or a mini event in the mall and it's very feasible to tie-up with them on the ticket sales.

    Selling of gift items in the mall is doable but not allowed unless the dolphinarium books and pays for a kiosk in our mall and sell the items themselves. Unfortunately, they don't have a budget for this.

    Our mall tenants will not agree to do or give something without getting something in return. The dolphinarium will have to strike a deal with the head offices of these shops individually in this matter. It is ideal if everyone agrees to it.

    Thank you all for the helpful ideas. I'm very grateful for your shared insights and I'm very happy to close this question now by awarding points to suggestions I can use.
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