sales promotion & events
THE PR IMPACT
Kids club: During the event, more than 1,300 new members
signed up for the club, thereby doubling the existing Mall
Monsters Friends Club membership database and then some.
Social media (I): The mall experienced an increase in
Facebook, Twitter, and Instagram likes (Facebook: to 16,012
likes, Twitter: to 6,140 likes, Instagram: to 1,604 likes),
representing increases of 1.3 percent, 0.2 percent, and 1.8
percent, respectively.
Social media (II): The mall earned more than 5,750
engagements across its social platforms—Facebook: 5,350,
Twitter: 189, and Instagram: 220.
Compilation video: At press time, the reel had a total of
13,215 views and 21,240 reach.
Selfie competition: In addition to the contest receiving 191
entries, individual photos from the album have been shared
more than 50 times and reached more than 30,000 people.
Most notably, the winning photo received 2,036 likes.
season, the mall experienced an increase in traffic, dwell, and spend in
relevant stores. With the temporary set-up of the trail, it not only offered
community members a site for shopping, but also a place to play. To enhance
the customer experience, the marketing team focused on two plans of
action: Building a strong PR campaign and driving sign-ups for the Mall
Monsters Friends Club. Recognizing the importance of future loyalty and
feedback, the shopping mall focused on a full family approach to spread the
word. Relying on a combination of owned and non-owned digital channels
and community outreach, The Mall Luton ensured precision targeting of
its audience. Topping the list of digital targets: To increase social media
engagement, e-shot open rates, and website traffic.
“As well as digital strategies, we directly supplied 33 primary schools in
Luton with leaflets to go into book bags. This was a cost-effective, highly
targeted, and successful strategy, with many guests stating this as how they
became aware of the event,” said Lavinia Douglass, marketing manager.
Praised online and offline for its creative elements, organizational skills,
and overall running of the event, The Mall Luton received overwhelmingly
positive feedback and consumer demand for a follow-up to Brick Kingdom.
Earning close to US$30,000 of PR value, it benefitted from a boost in
traffic and social media activity. Traffic increased YOY by over 2.2 percent,
representing a swing of over 6.7 percent.
Beyond the numbers, The Mall Luton is happy to report positive
comments from the event’s Special Needs Evening, too.
“We are a community shopping center with the local community [in] our
heart. Having seen the response from The Entertainer’s Quiet Hour across
social media, it became evident to us that this is something that [is] widely
wanted, as well as obviously needed, in our local community,” Douglass added.
More on offer this summer were back-to-back LEGO events: Mystical
Beasts in July and Warriorbots in August. Looking ahead, The Mall Luton is
excited to carry on the fun and meet customer demand.
Click on the window in our digital edition to
see the event video.
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