Marketing Trendz Volume 22 July/August Edition 2017 - Page 14

sales promotion & events This vacant kiosk space became a hub to celebrate Mother's Day. ALTONA GATE PRIMPS AND PAMPERS DESERVING MUMS Leading up to one of its main beauty retailers’ winter special, Altona Gate (Altona North, Australia) organized an event for Mother’s Day. Promising shoppers a full-on pampering experience, the “Treat Your Mum Like Royalty” campaign was designed to draw attention to its hair and beauty options, and increase sales for category retailers ahead of the commercial holiday. With strong local competition and an aging profile, the center aimed to stand out. “…As [Altona Gate] is over 30 years old, we wanted to remind customers and new residents that our retailers are amongst the best for this category,” noted Frances Dimech, retail marketing manager. Targeting the region’s core demographic, namely females between the ages of 18 and 65 years old, the event featured a two-day set-up, where shoppers received a variety of treatments from promotional staff. Along with all the blushing and fluffing, visitors to the temporary in-center station got retailer and center gift cards, free long-stem roses, and photos with mom. Located on the lower ground level, in a top high-traffic area, the overnight event made use of vacant kiosk space. Limiting marketing efforts to online and in-center, the social media campaign for “Treat Your Mum Like Royalty” was supported by paid Facebook posts and covered the total trade area. "Along with all the blushing and fluffing, visitors to the temporary in-center station got retailer and center gift cards, free long-stem roses, and photos with mom." Some 800 customers dropped by over the weekend to take advantage of the free hair and beauty services, a well as snap a picture. With a total of 100 gift cards handed out (a mix between retailer and mall), retailers experienced a record increase in gift cards sold. A positive response from those involved on both ends, retailers reported an increase in sales over two weeks by six to seven percent, and customers traveled from outside of the trade area to participate in the set-up. Due to the long lines and lengthy waiting period (on average 20 minutes), Altona Gate recommends a larger-size site in the future for the event that cost A$7,000 (US$5,320). MALL OF AMERICA THROWS THE ULTIMATE BIRTHDAY BASH As the largest shopping center and entertainment complex in North America, Mall of America (Bloomington, USA) is more than just a mall; it’s a destination. At 5.6 million sq.ft., MOA welcomes guests, not shoppers. More than a spot to indulge in retail therapy or a juicy bite to eat, it is home to the nation’s largest indoor family theme park and longest indoor zip line, a shark loving aquarium, and a 4D immersive flight adventure. It offers clothes, concerts, shops, overnight stays, restaurants, and rollercoasters. Currently celebrating its 25th birthday in style and with the tagline, “Our Birthday, Your Party”, MOA is gifting its guests with a full line-up of events and entertainment. Kicking off the party with a throwback concert by award-winning R&B group, Boyz II Men, the center rocked the 90s connection between opening its doors and their claim to fame. With plans to re-create fun memories and make new ones, MOA is spending the year celebrating friends and families, first-time visitors, and those who return for more. Those interested can follow along online with party planning and upcoming special events. Encouraged to share their favorite moments and memories, as well as use the hashtag #MOAturns25, visitors to the website can even click on a ‘PARTY MODE’ birthday cake icon to release an on-screen celebration with colorful flying balloons and confetti. Following the jam-packed concert, Mall of America launched its Universe of Light: Birthday Nighttime Spectacular in honor of its yearlong birthday bash. Taking place each and every evening of the week, the seven-minute show features an original musical score composed by the respected Broadway songwriting duo of Alan Zachary and Michael Weiner, special effects, and elements of surprise. Behind the scenes, the complex PAGE : 14