Getting to know your customers is a lot like courtship.Be polite, woo them, give them gifts, listen to them, and above all, don’t ignore them!
To produce outstanding results, it’s essential start with a specific, realistic and achievable plan. Think of strategy as the blueprint of your social media plan that outlines the elements required to achieve the desired outcome. Before the building process begins, a few key questions should be asked:What is the purpose and what results am I looking for?What resources are required to achieve this plan?Who is my target audience and why?How will I reach this audience?What compelling content will relate with my audience?
Hundreds of studies over the past century have clearly defined that the human brain will make its first decisions based on emotion. The two main factors which motivate humans to engage are fear of loss and hope of gain. Whenever possible, content posted on social networks should build an emotional connection with the audience. When creating a content plan, ask yourself these questions first:What emotion am I trying to evoke?How will this message appeal to the target audience?Will it bring out alternative moods?How does this help achieve my objectives?Is it compelling enough to share?
Fundamental to the success of your social media strategy is devising feedback loops to generate a two-way dialogue with your audience. This real time research can assist marketing, leasing and specialty leasing teams to better understand their audience and align their objectives. Feedback loops can provide crucial information about trends and market changes far more quickly than annual or bi-annual intercept studies. Following up has a number of benefits, including:Identification of key influencers for future targeting. Following up with your audience through social networks allows you to determine who your true brand ambassadors are, and to nurture a relationship.Following up provides a way to let your audience know their input is appreciated.Analysis of your content’s effectiveness. Measuring and assessing audience response sets the stage for future content creation. Posts that are well received can be emulated; content that is not working can be re-evaluated.
The Shopping Center industry is becoming increasingly competitive. In addition to traditional competitors and open-air outlets, competition also comes from the shift in shopping habits with e-commerce and m-commerce affecting the bottom line. Technology and social media have drastically shifted the buying power to the consumers. Social networking has allowed “keyboard warriors” a way to share their feelings good and bad with a wide audience. Loyalty is a driving force behind traffic and revenue, and shoppers are rewarding brands who “Make Me Feel Important”. Here are some tips to acknowledge your audience effectively:ALWAYS say THANK YOURespond to them. They have taken the time to reach out to you, this activity must be acknowledged and encouragedThink like the 1950’s, and be more polite than you feel necessaryThink local. The Internet makes the world a smaller place than it used to beBe authentic. The more genuine you are, the more relatable your brand will become
Everyone has heard the term KIS(S), yet we tend to over complicate ideas all the time. At the end of the day, keep the audience experience in mind when planning and executing your tactics. The easier it is for the audience to understand and participate the higher the reoccurring engagement results will be. This applies to in-mall contests and events, or online through Facebook apps, microsites, websites etc. Use this simple check list to determine if your engagement tactic is easy to use:Can an elementary student understand the directions and message?Does the process respect the participant’s time?
It has been a difficult few years for many North Americans. We are working longer and harder than ever. A study published in the Journal of Psychology and Marketing established that ‘Retail therapy purchases were overwhelmingly beneficial, leading to mood boosts and no regrets or guilt.’ People want to have fun and shopping should be a fun experience for all.
“We can all live happy or live life miserable. Either way it’s hard work!” – Dustin Starchuk Thank you for taking the time to have fun and learn.