Events are great-crowd pullers, and by organizing them at a shopping mall, you can increase your foot traffic with ease. They are also great marketing tactics through which you can increase the sales of your store tenants as well which is why it’s so common to see shopping centres regularly organise events.
Holding events at a shopping mall can allow you to create human connections which can enhance your digital media marketing efforts. Now let's take a look at some of the marketing event ideas you can implement at a shopping mall in Singapore with ease.
1. Product Launches
Product launches can be great events that can attract a huge crowd to your shopping centre. Whether it’s a new book or a watch party, it’s bound to bring in loads of people. However, you need to ensure that you publicize the product launch well in advance to get the most out of it.
You must make sure you make all the necessary preparations to ensure a successful product launch. Decorate the shopping centre and bring in a festive mood to the place that can excite all those who come to watch the product launch. Make sure to effectively promote it through an integrated marketing approach.
2. Store Opening
Whenever a new store or pop-up store opens in a mall, you should use the occasion as an opportunity to market your brand too. Spread the word about the opening of the new store. You have to ensure that everyone in your local market knows about it. You should market even more aggressively if it’s a big brand that’s coming to the shopping centre, especially if it’s not present elsewhere in town.
Make adequate arrangements to accommodate the crowd that will come in for the opening event. You should also partner with the little India food store owners to launch a promotion or sale on the opening day which can further help increase your foot traffic.
Even if newly arrived customers to the mall aren’t aware of a grand opening, you could send out alerts to all those in the shopping mall via proximity marketing. All those shoppers who are connected to the Wi-Fi will instantly receive the notifications, and this can help you get their attention and bring them to the store's opening event.
3. Cultural Events
Cultural events such as traditional things to do in Little India in Singapore can be huge crowd-pullers, and you can use them for marketing with ease. All you need to do is come up with a list of cultural events that might catch the fancy of your town’s residents and publicize them.
Ensure that you put up a show that’s unlike anything your town’s ever seen, and you can be assured that people will come to the event. You should deck up your space to prepare for this event and make sure that the mall tenants are well-aware of the event as well. You should also make appropriate safety plans, such as the use of an emergency notification system, to ensure the safety of your customers. You could also use such a system to communicate effectively to manage the event as well.
4. Expert Talks
You can bring in experts from a variety of fields to your event. For instance, you could get a fashion expert to the shopping mall to talk about the latest fashion trends. This would fit extremely well as they are most likely to have an apparel store in the shopping centre.
The idea is to bring in experts from various industries so that they can share their expertise with your customers whose expertise complements your current tenant base. Those who are genuinely interested in learning something new will make it to your event. This is yet another event where you can partner with other tenants by hosting within their business or in a commons area at the shopping mall.
5. Meet-And-Greet
One of the best ways of promoting your event is by organizing meets-and-greets. You could invite some eminent personality, such as an author or a celebrity, to the shopping mall to meet-and-greet your customers.
Not only will this act as a huge crowd-puller but will also help in building your brand image because a famous person chose to come to your shopping centre. These events can also be paired with other events such as store openings and product launches to generate more traction.
Final Thoughts
Aside from helping you build brand presence before, during, and after the event, you can also generate leads, pipeline value, and new opportunities. When you conduct an event in a shopping mall, event marketing can help promote a specific product or feature and increase overall customer satisfaction, retention, and engagement.
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