The British public loves little more than shopping and finding a good bargain with thousands flocking to shopping centres and shopping malls every day to browse, shop and socialise. The rise in shopping centres has subsequently made them a brilliant place to advertise a whole range of products and services.
Busy most of the time, but very popular on weekends, during lunch breaks and in holiday times, customers in these shopping malls are often relaxed, open to new experiences and have money to spend. This makes it the perfect time to get your brand name in front of them, preferably with an actionable request, to get them to recognise, trust and ultimately buy from your business.
Shopping centres are much more than their primary purpose, they have become destinations themselves with food halls, cinemas and entertainment spaces, alongside retail stores, for that reason advertising in shopping centres and retail outlets is now a common way to promote products to shoppers.
If you are interested in advertising in shopping centres drop us a message and we will get back to you with more information and free quotes.
Most marketing campaigns have a recommended minimum spend of £2000 to have a successful impact.
Shopping centre advertising is the concept of using a shopping centre’s indoor, outdoor and surrounding facilities as a marketing channel for a brand, service or product.
Most of this advertising is managed or placed by a third-party company; be that the management company for the shopping centre itself, or an advertising firm. Here at PromoMedia, we have strategic partnerships with such companies around the UK so we can get you great rates and positions.
There are lots of options to consider when advertising to shoppers, including outdoor advertising and digital advertising options, and as these centres are used by a large number of people (and a broad demographic) it means that it is often an option that works for a whole range of industries.
The great thing about shopping centre advertising is that there’s a great variety of options to target customers as they enjoy their shopping experience; they are in a relaxed frame of mind. There is typically something to suit businesses of all shapes, sizes and types.
Even a small local firm can benefit from advertising in a shopping centre, so it needn’t just be the domain of household names and big brands, it is accessible to all.
The main mall advertising include:
Posters - you’ll have no doubt seen posters in numerous places around shopping malls - these make for a basic but effective advert. They work well for a range of brands and if designed cleverly enough can stand out from existing marketing and competitors.
Car park ads, 48-sheet or 96-sheets - a large number of shoppers choose to drive to and from shopping centres and park within them. Large billboards placed strategically within shopping mall car parks can encourage consumers to take action on the way in and out of their trips.
Digital advertising mall options - LED screens are an easily updated advertising space that can be placed strategically inside and outside of retailers. These may be at the entrance or exit points, or in food courts or other such themed areas to target specific demographics and consumers.
Lifts and lift panels, escalator ads - most shopping centres are split across more than one floor, and consumers are normally bored and waiting for their next shopping fix while travelling between them. This allows them to be open to new messaging and ads can be placed within lifts, across lift panels and doors, and even on the sides or moving steps of escalators to catch the eye and draw attention in.
Billboards outside - consumer’s advertising experience can begin before they even enter the shopping mall or car park, and brands can place marketing billboards on routes into the mall itself. Doing this strategically can spark a desired course of action or act as a reminder for those about to arrive at your chosen destination. See more on billboard adverts here, if you are interested in this service.
Toilet and restroom ads, including mirror marketing - any shoppers spending a decent amount of time within a shopping mall will, at some point, need to stop and see to the call to nature. No doubt eager to get back to their shopping and normally sitting in need of a distraction, posters on the back of toilet doors and printed ads on mirrors can be extremely effective at influencing their next destination post-loo.
Branded prints and shopping bags, events and experiences - everyone loves a freebie, and if your brand’s name, logo, product or message can make it onto the side of a shopping bag, you’ll see it pop up all over the place – in the confines of the shopping mall and further afield! Combine with a full promotional giveaway or product launch to venture into the world of experiential marketing and really give the public something to remember.
Phone Boxes - phone boxes in and around the shopping centre areas are an increasingly popular form of shopping mall advertising, for more information on the various formats and options, read here.
Leaflet stands - should you have brochures or small promotional leaflets, having them placed in leaflet stands around shopping malls allows customers to pick them up when in a hurry and read them later. This is usually a cheap marketing option. Our print advertising services are available for many different types of businesses, more here.
The main benefits are, that when people are in shopping malls and shopping centres, consumers are normally looking to make purchasing decisions and are open-minded to new things. This makes these sites the ideal place to present new brands, products and services to them; and when you utilise PromoMedia’s skills and strategic business partnerships in the industry, you’ll receive value like no other!
The other main benefits are the wide variety of options, listed above, and finally that this form of advertising is achievable on all budgets.
In summary, a receptive audience, lots of options and a great return on investment.
The variety of options that shopping centre adverts offered allows businesses of all types and sizes to use it. It's a common strategy for retail marketing as people are already in a buying state of mind with clothes shops and other stores. Other popular industries include sports marketing, finance advertising and healthcare promotions.
Next time you visit your local mall, keep an eye out: you’ll see household names alongside local businesses and service providers, those based within the centre and outside of it.
"Are there digital advertising options in shopping centres?" Yes, shopping centres present a whole range of advertising options, the most popular types tend to fall under the banner of outdoor advertising, such as posters in and around the centre, in lifts, the walkways, car parks and roundabouts but digital advertising include digi-screen in the malls and in the eating areas, use of their social media channels and text messaging. Digital advertising in shopping malls is also a growing area, so contact us for more information.
"Advertising in shopping centres and mall advertising is something that we have never done, we are launching a new product would you recommend it?" Shopping centres work for almost any industry as they have a mass reach and broad demographic, give us a call to discuss your product in more detail, but generally, shopping centres and mall advertising could certainly be a good starting point.
PromoMedia has the people, experience and expertise to help you deliver shopping centre advertising as part of your marketing mix, delivering effective advertising for you and your consumer.
If you would like more information and a quote get in contact today.