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Bridging the Gap
Proceeding with caution can be an instinctive reaction for marketers during a recession. But it’s precisely in those downturns, when everything quiets down, that you might have your best chance to move forward and grab a greater share of the market. It’s what Australian shopping center owner and operator Stockland decided to do in late 2008, when it realized that there was a gap in its marketing mix: the opportunity to build a nationally consistent, branded and exclusive program that targeted children and families. So the company, which counts 32 properties in its portfolio, created the “Stockland is My Funland” loyalty program with a branded website and on-site attractions as anchors, as well as characters Jess and Jack to help entertain the kids on-site and online. (more…)
Featured, Loyalty Programs
Letting Your Brand Hand Down
Chain link fences might fall into the maintenance category, but Pexco is working hard to promote their use as media vehicles. The plastics extruder offers PDS fence slats that can be produced in corporate brand colors to promote a company location or business category.
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Staying Clear of PR Pitfalls
by L. Drew Gerber
Mistakes will naturally be made in a do-it-yourself publicity or marketing campaign. But if you know some of the common ones before you start, then you’re one step ahead in the game.
Here are five mistakes to avoid in a DIY publicity campaign:
1. Pitching Off Topic
This is common sense, or so it would seem, but you’d be surprised how frequently it occurs. You have to know, inside and out, what you are pitching and to whom you are pitching it. Don’t pitch your “law of attraction” approach to business performance to a button-down, conservative business journalist. (more…)
Lights, Camera, Action
General Growth Properties (GGP) has taken its promotional program to a new level with FilmGGP.com. The website was developed with one goal in mind: position GGP centers as ideal sets for movie, television and commercial production companies.
“Your location scouting is over,” GGP tells potential clients on the homepage of its very artsy website, which also presents a 49-second intro video. (more…)
Vol. 13 Number 1 January 2010: Sample
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