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Front Row Seats Redefined

Special Events, Technology Lab

Step into the very real world of virtual events: a Q&A with Joerg Rathenberg, Senior Director of Marketing, Unisfair.
Q: What is the advantage of hosting a virtual event vs. a physical one?

A: For organizers, virtual events are a more economical way to bring thousands of attendees because they don’t have to contend with renting space, f&b or giveaways, and a[...] Tactics Subscribers Read More...

Über Reality at Esquire

Apps, Technology Lab, Technology News

Some magazines, such as Esquire, have begun incorporating digital content accessible on your computer.
Esquire has upped the creative technology ante in its latest issue. The men’s magazine calls it its augmented reality edition and it’s packed with surprises. But readers will need to hop online to Esquire.com/ar and download the app if they [...] Tactics Subscribers Read More...

Writing a List & Checking It Twice

Apps

Upper Canada Mall’s iPhone app offers shoppers a collection of useful features, right in time for the holidays.
If money is weighing most heavily on shoppers’ minds this season, then Upper Canada Mall’s (UCM) on the right track. The Canadian center has launched an iPhone app that its marketing firm, The Idea Workshop, developed with a definite focus o[...] Tactics Subscribers Read More...

Dialing into the Holidays

Décor Themes, Entertainment, Technology Lab

An initial decor investment will turn into a future marketing budget contributor for Magic Valley Mall.
Shoppers driving by Magic Valley Mall in Twin Falls, USA can enjoy an enhanced holiday decor viewing experience along the “Mile of Christmas Magic” just by turning on their car radio and selecting the FM band. Designed by Rob and Zena Wri[...] Tactics Subscribers Read More...

Meeting Over Coffee

Social Media Campaigns, Sustainability

Nespresso’s Ecolaboration.com demonstrates its focus on sustainability and eco-friendliness.
Nespresso has become somewhat of a YouTube darling thanks to its polished advertising spots starring the likes of George Clooney and John Malkovich. However, the company seems to be putting just as much effort into its CSR strategy, the fruit of[...] Tactics Subscribers Read More...

Teen Recruits

Community Room, Social Media Campaigns

Southlake Town Center knows social media is a two-way street, and makes the most of its presence.
When online, do as the teenagers do. Granted, it’s not a saying. However, it does match the marketing philosophy that malls such as Southlake Town Square (Southlake) have chosen to adopt. To launch its new Teen Advisory Board (TAB), the Texas,[...] Tactics Subscribers Read More...

The Prefab Factor

Leasing, Shopping Center Business, Style Lounge, Sustainability

Melbourne Central experiments with an alternative, eco-friendly temporary retail concept.
When Lulamae decided to use Melbourne Central’s mall environment to promote its fashion brand to Australian holiday shoppers, it had one major requirement: its boutique had to remain on the high street. Breathe Architecture made that seemingly[...] Tactics Subscribers Read More...

The Stuff of Dreams

Community Room, Entertainment, Fundraisers, Sustainability

Pursuing sustainability, Rochdale Exchange achieves two goals in one event.
Rochdale Exchange Shopping Centre (Rochdale) addressed two of its CSR goals with one marketing program when it hosted “A Touch of Green,” a sustainability inspired charity ball for the Make-A-Wish Foundation. Part of the center’s Bee Aw[...] Tactics Subscribers Read More...

Waste Not, Want Not

Décor Themes, Entertainment, Sustainability

Hillsdale Shopping Center keeps its holiday décor project within budget by dusting off some old gems.
California’s Hillsdale Shopping Center (Hillsdale) found itself in a bit of a tight spot earlier this fall. The area that Mervyn’s department store had vacated when it closed down last spring was still empty and, according to marketing direc[...] Tactics Subscribers Read More...

The Three P’s to a Winning Mall Blog

Social Media Campaigns, Technology Lab

Top tips on how to plan, personalize and post content on a mall blog to keep shoppers engaged.
In the last edition of Tactics, I briefly wrote about Inland’s social marketing spokesperson, Holly Green, in regards to successful social media programs. I got a great deal of specific feedback asking how and why this type of medium works. Af[...] Tactics Subscribers Read More...
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