The Purpose in Preparing a Shopping Mall's Sales Marketing Plan

Holiday and seasonal displays help create a festive shopping environment.

Shopping mall marketing managers incorporate mall administration sales goals into a comprehensive marketing plan. This plan identifies the mall's target market and merchant mix, and designs events and promotions designed to attract mall shoppers. Marketing plans communicate the mall's message via local and regional advertising in print and electronic media. Public relations efforts, such as partnerships with non-profit and community organizations, also position the mall as a vital part of the community.

Consistent Message

Well-organized mall marketing campaigns create a consistent facility identity that is conveyed to mall merchants and the shopping public. The mall's logo and signature graphics appear in all print, television and Internet-based advertising campaigns. Graphics also appear prominently on banners throughout the mall premises. Well-planned commercial and community events, such as mall anniversary celebrations and holiday choir performances, help convey a sense of vibrancy that helps attract shoppers and additional merchants.

Merchant Planning

Mall merchants receive two benefits from a shopping mall's marketing plan. A merchant is able to tie specific mall events, such as a mall-wide spring sale, to her own spring fashion showcase. She also uses the mall's pre-scheduled event calendar to create her own yearly marketing plan. Pre-planned events enable her to realize cost savings on advertising packages and event supplies. The merchant also plans her labor expenses from her knowledge of upcoming events.

Community Involvement

A shopping mall's center court and common areas provide inviting venues for special events and community gatherings. Successful events have included fashion shows, school group concerts and dance school demonstrations. Community-wide events draw local and regional attendees with varied interests. A well-executed marketing plan maximizes event promotion opportunities, and ensures that displays draw viewers to locations near mall retailers.

Social Shopping Trends

Shoppers increasingly view malls as social destinations, which drives developers to include more gathering places for longer shopper visits. The San Diego Business Journal spotlights Flower Hill Promenade, a Carmel Valley mall that began major renovations in 2010. The new configuration includes a center courtyard to encourage community organizations to host mall-based events. Events with social components include women's career fairs, flower and art shows. Holiday gift fairs also encourage browsing and socializing with friends and neighbors.

References

• King of Prussia Mall: Marketing Strategy
• Shopping Center Business: Does Your Marketing Program Create Audiences...Or Customers?: Lois Fletcher: September 2008
• "San Diego Business Journal:" New Look for Malls Accentuate Social Vibes: Lou Hirsh: October 2010