Know-How Exchange : Branding

Personally, I go to my favorite mall because I have not one but a few stores that I like to shop. Now, I agree that it's the experience that drives us to choose a said restaurant or a particular mall, but the products are of course the foundation of that choice. Find out what the stores in your mall are willing to do to boost the mall's image. Let them into on your new marketing campaign and get their ideas. If it's a joint effort, your chances of succeeding are even greater.

Here are a few ideas to go along with the answers above:


The Research: i agree that you should do a little research (questionnaires, phone interviews, groups, or even a very informal video of random shoppers). A great way to get some willing respondents is to offer gift certificates (yet another way to get the stores to participate) for their answers.

Target: since it's so wide, why don't you split it up and have activities for the different segments? For example, March could be kid month. Moms are always looking for new and fun activities for their children (especially those who don't go to school yet and during the winter months, when parks are a no no).

Do you have restaurants, bars, cafès, gelato stands, etc. in your mall? A great way to increase traffic and to get that lunch crowd shopping . . . What about co-branding with a known Movie Theatre? You can do a dinner and a movie night.

Or you could attract major corporations or local businesses to have activities in your mall (see the Got Milk Tour). Also, never underestimate the power of a trunk show or fashion show.

Get an events calendar full of dates and send it to the local newspaper, post it online, email it . . . in other words, get it out there.

And lastly, and this is the easiest thing in the world: copy your competition. What are other malls doing? Do it better than them!

Good luck and have fun!

There are lot's of events and "Dog and Pony" shows you can do to atrract ATTENTION, and maybe some temporary traffic, but it looks like you need more than a puppet theatre.

Obviously, per your statements about the community, you definately have an BIG branding problem.

The first thing I would do is follow the step in this article by Michael Fischler, founder and principal consultant of Markitek (markitek.com):

https://www.marketingprofs.com/2/fischler1.asp

In addition, I would survey every tenant for feedback/ advice about the structure, design, traffic etc. Not just the owners, but the people who actually work there.

This is a classic case of "We are the only Mall for miles so they have no choice but to come here" ( speaking from the owner's point of view). And it is time to not only put yourself into the role of the customer and the tenant, but be firm with the owners about what needs to be changed. If they resist you an force you into a losing battle...I'd advise them to selll the mall and for you to look for another job. If the Owners won't budge, you can't either.

I saw the site and LOVE the intro, but then it goes into a plain, "homemade" website with a bunch of errors. I would definately hire a professionalto ugrade that a bit for you.

The pics of the mall definately indicate an dire need for a new logo and a new look. You already noted that. I watched several dying malls in Oklahoma, become THE place to go after some simple modificiations such as signage, outside paint/texture change, landscaping, re-doing the tile inside, and paintining the ceiling beams different colors! I know it sounds like a lot of money in comparison to doing to your own home, but if the mall looks like a cheap, brown and tan relic from the 80's, it's NOT cool, and kids won't want to be there.

It all kinda ties together. Find ot what people are thinking. Make the mall more asthetically pleasing, THEN start scheduling events.

Cool malls rule every time...and if your mall is not a cool place to go, the kids would rather hang out in the parking lot at Walmart. And you know...wherever the kids want to go, is where the parents go as well.

Please don't be offended, just some candid constructive criticism!

Good luck!!