Marketing a shopping centre is done for one of three reasons. They are:
- To attract customers to the property
- To attract new tenants to the property
- To attract existing tenants to stay in the property
Given the different lifecycles of the shopping centre, the factors of marketing will be separate and unique. Let’s look at them some more.
First and foremost you have to attract customers to the retail property. Without customers nothing will work and the property will fail. The marketing of the shopping centre at this level has to be closely aligned to the needs of the customer and what they see the property as serving. We call this local customer marketing. 레플리카 시계
To undertake local customer marketing you really do have to know what the customer thinks and how they shop. That means undertaking surveys of the shoppers in different demographics and on different days of the week. The patterns of shopping and customers will change weekly and seasonally. Those patterns have to be clarified and catered for.
Marketing to the local customer will usually be via the more traditional methods such as;
- Local newspaper,
- Letter box brochure drops,
- Handout in shops,
- Competitions in the centre,
- Bag drops and inserts at the time of purchase
- Seasonal community festivals such as Christmas and Easter etc.
This process will need the cooperation of the tenant mix and those people that serve the customer. Your job as centre manager or property manager is to facilitate that.
The next level of marketing of a shopping centre is to prospective tenants. Invariably this is sometimes left for or at the time of vacancy. Not a good move for the property manager or leasing manager as vacant space can drag down a property performance for both tenant and landlord. When customers see a vacancy they think that the property has a problem.
Ideally the marketing of your retail property to other outside tenants should not stop even if vacancies do not exist currently. With due regard to the needs of your tenant mix try these:
- check out the franchise chains for their premises requirements locally
- review all competition properties for potential target tenants
- get involved with the local business community groups containing small business people
- understand if your current tenants know of others that may wish to enter the centre with a new business
With the last level of shopping centre marketing, it is to the existing tenants within the property. They are just as important as the customers that visit the property. When the existing tenants are happy in occupancy then vacancies are minimised and rent reviews are easier to finalise.
To market a shopping centre to existing tenants, you really want to encourage property usage and comfort. That is an entirely different approach than the previous marketing strategies. Consider these:
- Monthly tenant meetings with the property manager
- Quarterly tenant breakfasts or similar casual gathering where you can achieve a friendly and positive atmosphere
- Lunches or dinners with tenants over a regular contact program
- Protect your anchor tenants with special more frequent contact
- Newsletters telling the tenants about changes to the property and the local area