Mall marketing mania
Shopping center owners unveil innovative marketing programs in 2010

By Katherine Field

(December 23, 2009) In the January issue of Chain Store Age (page 55), we did a little mall-marketing trend watching -- offering up four shopping-center promotional trends to watch in 2010. As an online adjunct to our print coverage, we have expanded on some of the specific programs in the works by some of the mall owners interviewed for the January print article.

Project Style: One of the more innovative marketing programs to be introduced in 2009 -- and that is slated for 2010 evolution -- was the Forest City Enterprises campaign launch of Project Style. Select malls within the Forest City portfolio rolled out an interactive, multimedia fashion competition that generated an inordinate amount of press.

For example, one Forest City mall -- The Mall at Robinson in Pittsburgh -- invited applicants to log onto shoprobinsonmall.com, click on ‘Project: Style’ and enter the competition with a personal style photo. Eight winners were presented with a $150 mall gift card with instructions to create a fashion outfit using purchases from mall stores. Each participant was to complete the shopping excursion, then submit a video of the outfit to be posted on the mall’s fashion Web site. The final winner, to be announced in January, will be presented with a $500 Mall at Robinson shopping spree.

New media campaigns are nothing new at Forest City. The progressive mall owner has incorporated Facebook and Twitter applications into all properties; in addition, its malls are connecting with shoppers via mobile-optimized Web sites designed to be viewed on smartphones.

Shoptopia: Perhaps the most exciting of Forest City’s marketing offerings, however, is Shoptopia, an online social network created by Mallfinder

Network that connects shoppers with mall retailers. Forest City encourages its tenants to create profiles on Shoptopia, which will allow them to engage with the thousands of shoppers that have joined the network thus far. Users search the site for fashion, health and beauty products, for special retail offers, to discuss favorite products and brands, and to create shopping wish lists.

Treat Yourself, plus: CBL & Associates’ “Treat Yourself” marketing program is rolling out a new, high-tech iteration in 2010 -- one that incorporates social media. The company’s 2010 campaign focuses on staying connected with tech-savvy, time-strapped, value-conscious consumers by offering timely deals and discounts exclusive to CBL malls, lifestyle centers and peripheral properties.

The new-year rollout builds on the Treat Yourself campaign launched in late 2008, adding sales events and store-specific discounts to drive mall traffic and sales. Values will be posted on Twitter and Facebook, and downloadable coupons will be posted to mall Web sites.

Values at CBL malls won’t be subtle in 2010. The company says it will resurrect major sales events such as sidewalk sales, install signage that advertises 20 deals under $20, and mount giant interior and exterior banners emblazoned with sale information.

“We’re reinventing the whole concept of creating value for the customers,” said Barb Faucette, VP mall marketing for Chattanooga, Tenn.-based CBL. “We are making sure that our customers know what’s on sale at the shopping centers.”