In years gone by, malls were woefully underexploited and advertising and promotional contractors were falling over themselves to get into any shopping centre. Nowadays mall operators are more than tuned in to operating their schemes as media channels in their own right.

Contractors are also more specific in their requirements than they were in the past. It's therefore important that centre management teams are able to supply research information beyond footfall, such as audience demographics as well as tenant mix, to get the best deal. Six sheet contractors rely on point of purchase stimulation, or put more simply, how close to the shop can this advertisement be? If Gillette wants to advertise at your mall, does it contain Boots or Superdrug, and how many panels are nearby?

It's also important to try and view your centre from a marketer or advertiser viewpoint. Why would a brand want to be in your mall? What media value would you place on your site, considering comparable options? Don't forget your shopping centre is a media channel and you can offer several options from promotional space to fixed sheet advertising. Try to cross-audit the value of your centre, compared to other media and promotional options.

A shopping centre can truly find its value in commercialisation terms if it integrates promotional activity with its marketing programme. By talking to brands and promotional partners it's possible to enhance the value of a campaign for all parties. Send your own promotional calendar out in advance and engender brand or promotional agency support to make the campaign work harder. This also ensures long term support for the centre from key players.

Don Lemen, director, DTZ

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