This document proposes ways to build sustainable shopper traffic at Orchard Central mall in Singapore. It recommends targeting young professionals aged 20-35 who enjoy pop culture, shopping, and dining out. It suggests hosting celebrity concerts and interactive fashion shows to attract this demographic. It also proposes loyalty programs with membership-only sales to create recurring visits. Exhibitions on new technologies, local designers, and toys are recommended to provide ongoing attractions beyond just shopping. The document concludes by expressing interest in discussing these ideas further for the role of Advertising and Promotions Executive.

1. Build Sustainable Shopper Traffic
Jayne Goh
Put a face to this name NOW.
Contact me for an interview by
calling 91013399 or
email me at ?sjayne@gmail.com

2. Who are we Targeting?
Those who…
Work and Live
in the vicinity.

3. Who are we Targeting?
But what I’m really saying is…
• They are PMEBs aged 20 – 35 years
• Bilingual and Bicultural
• Avid pop-culture consumers who enjoy watching
movies/TV, shopping and especially eating out

4. Who are we Targeting?
In their free time they like to…
Watch Television

5. Who are we Targeting?
They also like to…
Play Mahjong
Sing KTV
Go Clubbing

6. Who are we Targeting?
…But most importantly!
SHOPPING!
Eating!

7. How I propose to get them here?
Make them excited!
1. Hosting of overseas
celebrities
Forget about mere autograph signing sessions.
Think further to host full concerts
2. Interactive fashion shows
Corporate invitations to offices, residents and hotel guests
in the vicinity. Allow interactive hosts like Hossan Leong or
Kumar to pick members of the audience to join the catwalk.
Not only will this engage your audience with fashion
available in the mall, it brands the mall with good humor and
edge.

8. How I propose to get them here?
Hook their wallets
1. Credit & Debit Cards
2. Loyalty programs
This is to create loyalty network amongst all Far
4000 1234 5678 9123
East malls. It will also ensure an audience pool for
Helen Graham
all latest events and promotions.
Loyalty programs have to mean something, and I’d
challenge Orchard Central to be the first mall to
close its doors for a Members Only SALE.

9. How I propose to get them here?
Keep them coming
back for more!
1. Host exhibitions that beg interest
– Technological Gadgets
– Local Designers
– Toys
It does not need to be a fair (like Suntec IT Fair), but
simply an interactive exhibition. Singaporeans always
need things to do, and people are always interested to
know what goes behind the scenes of their favorite
brands!
The fact that Orchard Central does not sell Louis
Vuitton makes it more feasible to fly in the designers!
Remember the success of the Christian Lacroix museum
showcase?

10. Application for position of
Advertising and Promotions Exec,
Orchard Central
Dear HR Manager and Marketing Manager,
I hope that this simple proposal has caught your attention
amongst the stacks of CVs you would have received.
I am looking forward to sharing more of my experience as Marketing
Manager and more ideas to make Orchard Central great.
Given the opportunity, I would make a dynamic marketing executive
and great team player.
Thank You Very Much
Jayne Goh