Mall Ads™, a Provantage Media Group company, significantly increased sales for My Barber Shop at Mall@Reds in Centurion through a marketing campaign that was highly cost-effective, strategic and location-based.
The decision to embark on a marketing campaign arose after a competitor business opened in the lifestyle centre across the road. The barber shop wanted to ensure that they remained top of mind in their location, they wanted to capitalize on the time of year for haircuts – back to school and back to work – and wanted shoppers within their own mall to find them with ease.
The brief was simple, but it required a cost-effective campaign within the mall environment that incorporated brand presence and also facilitated directional marketing. It also had to ensure that the store remained foremost in the consumer’s mind. The campaign was strategically implemented over the December period leading into January, in order to drive “back to school haircuts” specials over a month that generally sees South Africans being cash strapped due to festive season spending.
For one month, three double-sided Mall Talkers were tactically placed at high traffic areas within the mall to direct shoppers to the store whilst also communicating the store’s back to school special haircuts. The solution was impactful and increased My Barber Shop’s turnover by 20%.
John Faia, GM of Mall Ads™ says: “we created a solution for My Barber Shop that was relevant, effectively located and cost-effective. Malls offer a unique media opportunity in that consumers are captive as well as close to the point of sale; they are also busy environments so for a brand to be noticed requires smart strategy, clever creative and relevant placement. The My Barber Shop campaign was not only noticed but it increased sales by 20 per cent year on year. There was also extremely positive feedback from customers.”
Karl De Lange, owner of My Barber Shop at Mall@Reds says: “The Mall Talker campaign worked very well for us. The medium is cost effective and can be tactically deployed to drive feet to the store. Campaign results were immediate – I didn’t have to wait 6 months to see the impact.”
Mall Talkers are offered across a carefully selected mall location base, delivering the best reach and frequency possible. These highly cost effective static media units are placed at high traffic areas across the shoppers’ mall journey and serve to attract, inform and educate shoppers.
For more information on how Mall Ads™ can take your brand to a highly sought-after mall environment, contact John Faia on 0861 776 826 or email him on firstname.lastname@example.org or go to www.mallads.co.za and follow @ProvantageSA
About Mall Ads™
Bespoke mall environment solutions that stimulate spend.
Mall Ads™ provides innovative and bespoke advertising and media solutions within the shopping centre environment. Our comprehensive range of platforms effectively target consumers and stimulate spend to the benefit of both brands and landlords. Mall Ads™ has partnerships with key malls across South Africa to successfully engage with diverse income brackets.