We are finding some shopping centre landlords to be more flexible than usual in providing promotional opportunities in this marketplace. Access to poster units and other places for displaying marketing collateral is free. While some landlords continue to charge for everything possible, smarter landlords are working with retailers for mutual benefit.
We are talking with the marketing departments and hunting down out-of-store marketing opportunities in our shopping centres. The photo is a poster we have put together to promote our Mother’s Day special for Sophie Randall. This is the type of collateral we will create in-house for these marketing opportunities – promoting offers exclusive to us. We don’t see any value on a generic promotion which does not play to our unique offer.
We will have a similar campaign running for at least one of our newsagencies.
This type of external marketing is essential, especially if we can access the space for free. While there is a cost in creating the collateral, a compelling offer should generate the return to justify the investment.
If we do nothing then we rely passing trade and in today’s circumstances that is not enough.