Mom's Nite Out 2012 was held at Columbia Center mall on May 10th, 2012. Approximately 800 people attended the event. Retailers who participated saw increased sales and traffic. Social media engagement increased significantly due to photos being uploaded from the event. A speed makeover contest was held and featured in a YouTube video. Text promotions were also used to engage attendees.

1. Mom’s Nite Out 2012
COLUMBIA CENTER

2. “tell Dad he’s on duty! celebrate Motherhood with Columbia Center”
MAY 10th, 2012

3. Mall Traffic and Publicity Mall Publicity Recap
 MENTION:
Mall Traffic Recap – Good Morning Northwest! [TV]
– KEPR KIMA [TV] (News Anchor was model in runway show)
 Estimated traffic count: ~800 – 102.7 KORD (country music radio – Townsquare Media. Local
 How many surveys were secured: 18 singer MNO performer did on-air interview, mentioned event)
– GalTime.com
 Discuss Mall traffic before, during, and after – HappyMoneySaver.com
the event:
– BEFORE: slow for a Thursday, but large lines
for our ‘Swag Bag’ started to develop just  COVERAGE:
before 4:30 – KVEW (ABC Affiliate) (B-Roll of concert, attendees, and Speed
– DURING: Consistent growth, with attendees Makeover winner).
coming and going from the concert/food area
to shop. Completely died down by 7:30
(presume Mom’s had to get home for bedtimes)
– AFTER: slightly above average weekday
evening traffic

4. Retailer Participation

5. Retailer Feedback
Retailer Comments
 The Body Shop: Mother’s Day gift set deals + hand massages + lotion sample in mall swag bag - “It was like
Christmas [traffic]!”
 Lane Bryant: Bra Fit event - “We doubled our sales for the day within two hours. Much better quality traffic than last
year. Big two-thumbs up to [the mall]!”
 Sephora (inside JC Penney): - Makeup station center court of mall + mall swag bag sample inclusion - “Much better
than last year. Everyone was buying! Loved how it was an actual ‘event [i.e. concert], not just tabling throughout mall.
Want to do every event coming up with the mall!”
 Regis: “Did not realize it’d be as big as it was. We ran out of our gift bags/coupons within an hour! Have not seen any
coupons come back yet.”
 Gymboree: Coupon in mall Swag Bag - “Our business that weekend was really great, which I think had a lot to do
with MNO. Saw a lot of people that night that we do not normally see in our store.”
 ULTA Beauty: Dry hair styling / makeup touch-ups in mall - “Excellent experience. Glad [you] pushed us to do it. We
booked many salon and Brow Bar appointments for ladies that did not even know we had such services.”
 Apricot Lane: 25% off in-store, and mall Runway Show - “High traffic for the rest of the night directly after our fashion
show! Thank [you]!”
 Hi-Tek Nails: Mini-manicures on mall +20% off - “It was good. Had more customers than normal for a Thursday
Nails
evening, they came in for our discount.”
 Mizu Sushi & Roll: Sushi sampling at mall center court/concert area – “Glad to be part of event. Many sampled our
foods that have yet to eat at our restaurant.”
 Twigs Bistro & Martini Bar: ‘Mocktails’ (non-alcoholic ‘lemon drops’) samples and gourmet doughnuts – “So popular
we ran out half way through!”

6. Social Media
Social Media Recap
 Driver to mall Facebook page: hired professional
photographer and had ‘Step & Repeat’ logoed backdrop
printed for Mom’s & friends photos. Made boucneback tags,
which photographer handed out to anyone that had their
photo taken, stating “find your photo tonight on
facebook.com/columbiacenter. Photographer went home
immediately and edited/logoed/uploaded. Traffic that night
and the following day/week SKYROCKETED our ‘reach’
numbers!
– This element of the event was VERY popular / well received!

7. Social Media One random Mom in attendance was chosen out of the crowds for a full ‘Speed Makeover’ [on camera]
with Columbia Center’s DMBD!
Speed Makeover – ‘Fashion Friday’ YouTube Video In 1.5 hrs they found a full outfit, +shoes, +accessories, +new hair style, and makeup around the mall!
Winner was also interviewed by
local news station in attendance,
AND walked the runway!
Video was posted the following day on YouTube / Facebook as mall’s ‘Fashion Friday’ special segment.
BEFORE:
AFTER! http://youtu.be/2drWLTzPZmM

8. DIGITAL: TEXT 2 WIN
“TEXT ‘FLOWER’ to 74666! Four lucky Mom’s will win one of these beautiful Azalea bushes!”