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Any Ideas for Offline Marketing for a Shopping Plaza?

Discussion in 'Offline Marketing' started by Gammbyt, Dec 27, 2016.

  1. Gammbyt

    Gammbyt Newbie

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    Hi all. I have an owner of a plaza that contains 8 different businesses who is interested in some offline marketing for the plaza. He wants to market the plaza itself as a destination for people to come and shop at.

    There is a phone repair store, hair salon, wedding and baby gift store, ice cream parlor, insurance agency, Edible Arrangements store, and a restaurant that are located in the plaza. He does not want to market for any of these businesses individually, but keeps saying that he wants to target people who would be potential customers of these businesses. I have told him that each of these businesses has a separate target audience and while a few may overlap a little we will have to market to each group separately.

    I have suggested focusing more on online marketing - making a website for the plaza with an individual landing page for each business that we can direct people to. He is interested in online marketing too but keeps going back to wanting to really focus on offline marketing.

    Does anyone have any experience doing something similar to this?

    Thanks
     
  2. BigLeague

    BigLeague Newbie

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    Your assumption that each of these businesses has a separate target audience is a little strange. I would view the plaza as more of a collective and try to pull the business inside together instead of apart.
     
  3. Gammbyt

    Gammbyt Newbie

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    That's what we would like to do. I can see where some of the customer's who might be interested in the restaurant might also be interested in the ice cream parlor, or the baby and wedding gift store with the Edible Arrangements store for other gift ideas. But in talking to the owner of the plaza, he keeps wanting to try to put everyone into one category and find ways to market to a general audience that might be interested in one or more of the businesses and hope that it will bring more traffic to the area.

    I thought about maybe designing a postcard or something with a small image representing each business. Then placing the postcards in other locations around town where they have places to put business cards and flyers.

    I was just trying to find out if anyone here has had any success with anything similar to this.
     
  4. mynameisfrankenstein

    mynameisfrankenstein Regular Member

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    Build an SMS marketing list for the plaza owner so he can send offers to peoples cell phones for individual business deals or special days and events where all the business agree to some kind of offering.

    It's offline marketing (what he wants), with a digital spin (easy for you to manage).
     
  5. propipper

    propipper Junior Member

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    What are the demographics of your audience? Is it local based or tourist based? No matter which one, he'll have to get a website about the mall in general.

    Look at companies like General Growth Properties or something to see a sample of what big companies are doing. If he's sticking to his guns for offline marketing, there are several things to determine. First, determine if it's local or tourist based. If it's all locals, then yes, flyers will be good. If you're in the US, then do Every Door Direct Mail (EDDM) within a 3 mile radius of your mail. Depending on how populated the area is, it could be a little or could be thousands. But, everyone within a 3-mile radius (business and residences) will get something. Offer an incentive to draw people in. He will have to go to the store owners individually and get their permission - such as bring this coupon in for 10% off any store.

    If it's tourist based, then do partnerships with cab companies, tour companies, etc. and work out a deal with them to bring people to your property.

    Not much information to go on but hopefully this helps with some ideas.
     
    Last edited: Dec 27, 2016
  6. Bobtx85

    Bobtx85 Registered Member

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    I was briefly a partner in a salon. In our plaza we split costs of flyers that we had some kids put on local apartment complexes and were considering putting on cars. We indicated on the flyer that discounts between the stores were offered.

    "Get 25% off haircut with receipt from Thai Restaurant" kind of thing.

    I wasn't there long enough to think too much about online outside of Facebook ads. But that is something you could consider. Make a FB business page for the Plaza and run ads for the individual businesses.