Columbia Center Retailer Marketing Support Presentation


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Columbia Center Retailer Marketing Support Presentation

  1. 1. Simon Property GroupRetailer MarketingSupport Program
  2. 2. Columbia CenterRetailer Marketing Support Program 2
  3. 3. Columbia Center Retailer Marketing Objectives Develop and Enhance our Retail Marketing Relationships Provide you with strategic corporate, regional, and local level market contacts to facilitate the design, and streamline the implementation, of your marketing programs at Columbia Center. Design and Implement Marketing Programs and Services to Support the Growth Objectives of our Retailer Marketing Partners Our marketing programs and services have been improved, providing Columbia Center retailers more choices in building consumer connectivity and developing engaging, integrated marketing campaigns. Our goal: To engage our tenants in all relevant Simon Property Group & Columbia Center retailer marketing programs and services. 3
  4. 4. Retailer Marketing Support Extensive Ongoing Support for Columbia Center Retailers  Backlit/Handheld Directories  Public Relations Support   Digital Marketing/Social Media  Grand Opening Support  Retailer Showcase  Brand Event & Promotion Support  Advertising Placements  Ongoing Mall Events & Promotions  Monthly Retailer Newsletters  Hiring Lists & Job Fairs‘Fashion Friday’ Mall Trends Videos Retailer Participation map for Girls Night Out ULTA Beauty team @ Mom’s Nite Out 4
  5. 5. Simon Retailer Showcase Support seasonal Offers, News and Events with our very successful complimentary channel marketing program By posting your Offers, News and Events on the Retailer Showcase platform, your message will automatically be distributed to multiple channels. Select top offers will be sent to Mobile Shopper Club members and posted on our mall Facebook and Twitter pages. Simon App for Mall Email Blasts Mobile Web Mobile Shopper Club Facebook and TwitterMall Websites iPhone and Andriod Learn More at 5
  6. 6. Digital Marketing at Columbia Center The complimentary Simon Malls app for South Shore Plaza Digital Stats iPhone and Android allow shoppers the convenience of a personal shopper in5,000+ Facebook ‘Likes’ the palm of their hands.1100+ Twitter Followers 5300+ Mobile Shopper Club Members15,470+ Email Subscribers Over Shoppers visit for the latest 1,700,000 event and property information specific to fans currently their local Simon mall. Over 6MM monthly engage with visitors to in 2012. Simon Malls on Facebook. Have shoppers “Check-In” at your Simon’s Twitter store to unlock badges and earn pages currently Provide a unique offer or prize points. Donate items to Mall Office to boast over that shoppers will text in to use as incentives for check-ins at 160,000 win/reveal. Drive shoppers into the Mall. followers. your store for redemption. Each Simon mall is active on Over 6.5MM sent in 2012. Foursquare, and in 2012, over 130,000 people a month have checked-in to one of our malls. 6
  7. 7. Public Relations Support – Coverage Examples More than 8Million Earned Media impressions in 2012TOP FATHERS DAY GIFTSGood Morning Northwest (TV) 7
  8. 8. Simon Guest Services and Simon GiftCard Shoppers appreciate this central mall hub where they come for inquiries, transactions, and retailer informationSimon Guest Services staff members are knowledgeable on: Simon Kidgits Club  Retailer Store and product information Simon Mobile App and Shopkick App  Retailer Showcase information Mobile Shopper Club registration  Simon Giftcard program  Drives shopper spending back to mall Charitable information; Simon Youth Foundation  Other payment product information Local mall marketing and community initiatives 8
  9. 9. Seasonal Photo Santa @ 180+ Malls; Easter @ 160+ Malls 6.25 million shoppers line up for photos with Santa;approximately 320 million shoppers will visit the 170+ SimonMalls in 67 DMA’s. Touch more than 1.3 million visitors visit with the EasterBunny and gain exposure to 68-million shoppers More than 1/2 of shoppers who visited other malls, feltthat their Simon Mall’s Santa experience was better than anyother Santa experience! 9
  10. 10. Grassroots Marketing @ Columbia Center Over 30 unique events were implemented last year, providing complimentary opportunities for consumer engagement! Tri-Cities Holiday ParadeCelebrate Dads & Safe Summer Back2Style Back-to-School Fashion Events include: Multi Mall National Programs Diaper Derby, Facebook Like-A-Thon, Miss Tri-Cities Fashion Show,KidFit Kids weekly Fitness, Summer Concert Series, Columbia Center Supports the Arts, Local Celebrities Contest, Holiday Entertainment and much more… 10
  11. 11. The Simon Kidgits Club This membership program connects consumers to our retailers who want to reach moms, dads, and kidsEnjoy complimentary accessto this key segment. Our Kidgits club has over 4,000active members. We typically see 200-300 guestsat each of our monthly events. Kidgits is live in over 100 SimonMalls nation wide. We’ve signed up over 2,059 newmembers just last year -2012.Columbia Center has largestKidgits Club in the company. 11
  12. 12. Integration into KidgitsInclude a coupon or promotional item New Member enrollments every day Birthday gift distributed at monthly party or via birthday card bounce back. Event gift bag distributed at monthly Kidgits events.Feature a promotion postings updated daily Kidgits coupon sheet offers printed monthlyCreate activity stations at Kidgits events Member Birthday parties monthly Seasonal and special member eventsCreate your own Kidgits event Bring in the supplies and staffing, we’ll provide the space, staging area AND promote it! 12
  13. 13. Macy’s Back2Style Back-to-School Runway Show 13
  14. 14. Annual Kidgits Super Duper Mini Chef Old Country Buffet hosted ‘Worms in Dirt’ chef craft Northwest Beauty hosted a macaroni necklace craft Kidgits Members received aprons and hats TINY TOTS Fashion ShowPretzelMakerhosted minipretzel bitesandsprinkles Mall Restaurant, TWIGS BISTRO sponsored the event and demoed cupcake baking 14
  15. 15. Mall Media Marketing tools with turn-key deploymentCustom large format media dominates the mall environment Standees Sky Banners 22x28 Posters Floor Clings Table Clings Table Tents 15
  16. 16. Columbia CenterLarge format media map 16
  17. 17. Brand AmbassadorsStore associates engage shoppers in mall common areas and invite them to the store with a gift or bounce-back 17
  18. 18. Mall Displays and Events Engage shoppers in mall common areas - invite them to your store with a gift or bounce-back The Children’s PlaceBTS Kidgits Fashion Show LEGO – Master Builder Event H&M Baby Loves Disco Lucky Brand Tim Gunn Event Journey’s BBQ 18
  19. 19. ULTA BeautyGrand Opening 19
  20. 20. The Body Shop Grand Opening Mall EventSwag Bag Inclusion 20 21
  21. 21. New Store Opening Check List When? What? How? When? What? How? Send store name and retail Send brand logos, official Mall ASAP category to mall marketing, 3-4 Weeks Out Web Listings brand descriptions and web Directories plus primary for integration. links for listing. Plan should include pre- Mall Media event, now open, and Mall Simon Malls to add listing as8 Weeks Out 3-4 Weeks Out Strategy seasonal messaging for full Websites "Coming Soon". year coverage. Register for RSC, or have corporate registrant add new Provide your PR information Retailer malls to current registration, Public and contacts so we can align and post Grand Opening4 Weeks Out 2 Weeks Out Showcase Relations strategy with our PR team. messages (News, Offers, (RSC) Events). Grand Opening Grand Opening Events Work with Simon team to Simon Mall team to develop launch strategy. recommend local Event Greeters, Displays, etc. Partnership opportunities: grass roots4 Weeks Out Ongoing Planning with Simon events, coupon books, Local Event Integration special events, new social Provide store contacts for media programs, etc. event opportunity notification. 21
  22. 22. Our Retailer Marketing ObjectiveEnsure our retailers receive clear, comprehensive and impactful marketing support.For more information on local marketing involvement, please contact: Patricia Bardin Director of Marketing and Business Development Columbia Center O: 509-783-2109 C: 509-551-5531 22
  23. 23. 2013 Marketing Plan SummaryCalendar OverviewJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Caring Santa 9th= Fashions Special Mom’s Night Out Needs Nite Out 5th= FALL Mall Love Story SPRING Diaper Derby fair RUNWAY Contest Game RUNWAY Faces of preQual Show Nov23rd 16th= Breakfast Kidgits = Santa w/ BUNNY Contest Photos MINI 14th= KGH Miss [SBV] Mall- CHEF Tri-Cities Wide Event 30th= 16th = Holiday Fashion 19th= Easter Show Parade SPOOK Photos 23rd= TACULA R Book ColumCen Costume Blast Supports Fashion Evenings of 24th= the Arts Summer Local SHow Joy Music Concert Celebrities Caring Contest Series Bunny Series