Question

Topic: Advertising/PR

Pre-opening Activities For A Mall (mktg Plan)

Posted by Anonymous on 3/20/2012 at 5:03 AM ET 25 Points
I am currently the marketing manager of a Shopping Centre that will still open in Q4 year 2012. We are preparing a timeline sheet for the pre-opening activities.

What do you suggest for the pre-opening timeline to include in terms of activities, preparations and what it includes, setting goals and objectives, directional signage.

I need a timeline for activities that should take place before the opening and a time frame for the activity to set a comprehensive timeline for the pre-opening activities.

Maybe someone can suggest what a pre-opening marketing plan would look like.

Thanks
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RESPONSES

  • Posted on 3/20/2012 at 8:42 AM Accepted
    well in simple a Marketing Plan just needs to have 3 things (i) The marketing idea/concept (ii) your execution plan & (iii) Output Assumptions.

    And as for the timeline, ya, like Phil said we might need a lil more detail n a bit of tym...
  • Posted by CarolBlaha on 3/20/2012 at 10:01 AM Accepted
    This is a very big question and is more of a project than a question.

    First, what is your budget. That can dictate if we are talking one event or 20.

    I would start with your retailers. They can tap into their suppliers to arrange events. For example, one mall featured a major cosmetic line (courtesy of one of their tenants) who set up a huge group of stations and did make overs. Events like these give the stores individual exposure, and will overall promote the mall. They are also cooped by the vendors, stretching your budget.

    These events often take some scheduling, they travel like a road show, so getting them takes some planning. Incorporate those events into your time table.

    Look for other community events to bring retail excitement to your mall. Nonprofits are always looking for a venue for a fundraiser, they have a following, and media contacts helping you get exposure.
  • Posted on 3/20/2012 at 2:54 PM Author
    Hello everyone. I would like to thank you in advance for your responses and your questions which I am sure going to help us all.

    I am not looking for a complicated Marketing Plan as much as I need a quick timeline/milestones to the activities that should take place for the opening. I mean in April we would start setting the marketing strategy, and in May we are going to align these strategies with he overall corporate and marketing strategies. By June we would start writing the creative brief for the opening campaign and so on until November, we will implement the campaign and assess it.

    Anyways, below are some details about the mall.
    Located in Cairo, and in a prime area, though a suburb area. the Primary Trade Area is between B to A class. Brands in the Mall are as follows 15% A class, 60% B class, 20% D Class and the rest entertainment and f&b.

    It is built on 500sqm with approximately 160 stores. We have 10 anchor stores vary between furniture and fashion. We expect visitors would lie mainly between C to A Class but the most will be B. We made a rough estimation with 28m visitor per annum with an average expenditure of LE 150 per visitor

    Do you need any more information?
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