Using Professional Services for Mall Activation Campaigns

Shopping malls present really excellent branding opportunities, ones that are very exclusive. Usual daily footfalls in popular shopping malls typically range up to a few thousands, even leaping to the value of lakhs on weekends at a big centre. Shopping mall advertising therefore offer excellent visibility and opens up fantastic marketing avenues by a set of varying methods together known as mall activation.
Shopping mall advertising strategies include spot marketing, flash mob activities, display packages, experiential marketing and leaflet distribution among other things. Independent third party marketing agencies accept promotional assignments at various package rates. Before selecting a competent advertising company in India, clients need to verify the following aspects categorically to make it a successful campaign with best results.
Position and placements
Advertising in shopping malls allow opportunities for focused localized marketing. You may have particular retailer preferences. It can deliver a substantial effect on viewer memory, thereby helping with sales growth. Besides the location of the mall, also verify internal locations availability. Display stands and banners are great to capture attention, as long as their position is conspicuous. Direct customer interactions are invaluable for lead generation.
Intelligent planning
It is simply not worth it to pay a lump-sum package and to find your ad stand placed at an obscure end of the 4th floor! It should be a very visible position, if possible at the entry floor, or somewhere in the most visited sections. Out of the box shopping mall advertising as placing ads on the escalator side boards, in elevators, etc. can help grab customer attention.
Furthermore, assess the benefits of innovative advertising in malls. Intelligent placements at strategic positions are crucial. Displaying your stand right in front of a competitor store may not be actually a good idea because people are already visiting that section to visit your competition! Your visibility naturally suffers.
Other concerns
Assess if your experiential marketing is generating value. Can your audience really understand what you have to say? In order to get the word around, companies arrange activities such as entertainment shows at the ground floor in the atrium, customized leaflet distribution and use of electric lighting for creating attraction. Check if they would be displaying the advert over giant TV and projector screens. Above all, always assess the duration of the available package and see if the pricing is reasonable. How long can you expect your fresh advertising to hold relevance? Decide the package based on the answer to this question.

INNOVATIVE ADVERTISING – A CASE IN POINT

In order to get noticed and stand out from the crowd, it is extremely essential to engage in innovative advertising. Today, there are so many branding options for a marketer to choose from. It is easy to get lost amidst the clutter of brands shouting out to grab the customer’s attention. Innovative advertising is the only way in which a brand can command the customer’s attention. Media in India is constantly evolving. Constantly there are new mediums and new ways of innovative advertising being introduced. There are a number of innovative media in India today, which were unheard of a few years ago. Khushi’s sleek backlit is one such medium for innovative advertising. The sleek backlit, with a depth of a mere 1.5 inches is extremely stylish and is a refreshing alternative to the regular branding options. It is a 4’ x 7’ backlit LED display
SWI 516 Eco Ultra Slim Backlit view box.

DCTex Furnishings, a reputed name in the Home Décor industry, recently made optimum use of the sleek backlit. DCTex had teamed up with Hrithik Roshan and his movie Kaabil, to showcase its world of luxury & splendour. Their creative agency entrusted Khushi to employ a novel branding campaign in multiplexes. Khushi’s sleek backlits were chosen as the medium to highlight the brand and to accentuate the product appeal. An innovative idea was employed by actually placing a drape on the sleek backlit which perfectly complemented the brand’s creative. In this manner the physical product itself was showcased in the communication against the backdrop of the brand’s creative. This branding campaign was run across 75 properties spanning 7 cities in India.
The multiplex branding campaign created a lot of buzz. Thus, it is very important to create the perfect blend of the brand’s characteristics and the attributes of the medium employed to advertise. The aim should be to break through the clutter of the plethora of branding campaigns. It communicated the exquisiteness of the brand in an innovative and off-beat manner. The incorporation of an added visual dimension by placing the actual fabric alongside its screen image stirred up considerable interest and curiosity amongst the TG. This multiplex branding campaign was well received and very well appreciated.
Khushi is proud to be recognised as the fastest growing ambient media agency in India, which specialises in providing novel ambient advertising solutions across various avenues. Our strong team of 230+ professionals across 33 cities pan India is dedicated to servicing 350+ leading brands pan India.