MALL ACTIVATION and Why It's Smart?
Malls create opportunities for brand popups, installations, and events
Malls are where you reach people when it's too hot or cold outside
Engage hard-to-reach upscale suburban audiences
People at malls are in brand discovery mode
New generation of malls are often the trendiest place to activate
What is a mall activation?
Mall activations are when a brand leverages a mall environment to experientially engage people with popups, events, PR stunts, and activities to achieve marketing goals. Your mall activation can take place on a single day, on the weekend, or, in the case of a popup shop, for an entire month.
Detailed mall demographics offer brands the ability to engage specific audiences.
Ideally, your mall activation enhances a person's experience at the mall while achieving brand objectives.
Malls charge fees for activation space, ranging from $500 to $15,000 per day, depending upon the location and length of the initiative.
Overall, a mall provides your company with unique brand marketing opportunities.
Mall Activation Marketing Services
1.) Mall activation strategies
2.) Scouting and contracting mall event spaces
3.) Activation planning, production, and execution
4.) Assessment, recaps, and recommendations for future activations
Benefits of Mall Activation Marketing
1.) Leverage mall demographics to reach your ideal audience
2.) Perfect place to activate when it's too cold or hot outside
3.) Shoppers tend to have disposable income
4.) Malls are social hubs as well as shopping centers
5.) Provide brands with a captive audience
6.) They have the highest density of shoppers during the Holiday season
7.) In the suburbs, malls are among the few places to reach thousands of people in a single day
Takeaways
Mall activations are an essential element of a year-round experiential marketing mix.
They help you to connect with people, especially during the cold winter months in the Northeast and Midwest or, conversely, during the hot summer months in the Southeast and Southwest.
Newer malls are more than shopping destinations; they're where people go out to eat, socialize, and attend local happenings.
Connect
If you'd like to explore how malls can enhance your activations, please reach out with your ideas and goals.
Activate year-round!