Marketing Trendz Volume 27 Winter 2022 Edition - Page 20

advertising campaigns
center [ soon ] and other charitable organizations will be using our community booth for their fundraising and awareness campaigns ," Quintaine noted .
" We will also be launching a new property website at the end of February , which will provide a better online experience for our customers , and the ‘ Colour Cues ’ campaign will be a part of that ."
In terms of campaign effectiveness measurement , Quintaine ' s team is looking at monthly traffic numbers , social media engagement , and retail sales . Supporting the latter will involve plenty of digital tactics .
" We always get a fantastic response when we run online contests , either via our website or on social media . An online contest with a compelling prize can easily garner more than 3,000 unique entries and our e-newsletters routinely have a higher-than-industry-average open rate . We will be partnering with
our tenants to run these types of low-cost , high-impact contests during key periods in the coming months . They are an especially great way to give exposure to smaller , local tenants who may not have the audience , budget , or tools to run their own campaigns or contests ."
The center staff is also prepping for an eventual easing of restrictions as the COVID situation improves .
" We are cautiously planning events and promotions for later spring and summer . We are hoping to bring back our National Hot Dog Day Wiener Dog Races in July should conditions allow , but are always ready to pivot and change course should we need [ to do so ]," Quintaine added .
" Shopping center marketers have had to be exceptionally nimble over the past two years , and the coming months will be no exception ."


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