Great shopping centre marketing

So what makes a great shopping centre campaign?

Some of our most successful and satisfying design and creative work has been for shopping centres.

In a world where there are so many shopping centres and high street malls with similar shops and services, I believe you have to give the centre a personality. A personality that stands out from the competition. A brand if you will, a place people have a desire to shop and are inspired to shop.

You have to communicate with the core customers on their level and be honest. Not every centre can be Bluewater or Westfield London. If you have an honest, inspiring and eye-catching campaign you will see footfall increase, basket spend go up and advertising recall go through the roof.

Our campaign for The Liberty Shopping Centre in Romford was so successful the owner sold the centre for a huge profit.

In this case the campaign research showed advertising recall was high and people thought we were advertising in place's that actually we were not. 

So we had a great eye catching campaign that the customers responded to and the client loved (we developed it for 5 years). 

It's success is also down to the marketing mix, talking to the customers through proven marketing channels. In this case we used, bus backs, mega rears and bus sides, 48 sheet posters plus seasonal press advertising. We also produced some really exciting direct mail.

When we produced this campaign the web was not so prominent, so it was brave for the client to have very little copy or logos on the advertising, but this allowed it to really stand out.

Now with the web you can push this even further as all the detail can now be put on the website, e.g. opening hours and store information. This allows the advertising to work much harder at inspiring the consumer.

You can see more of our shopping centre work on our main site.