Communicate Vertically!

BEDFORD’S VERTICAL COMMUNICATION

During its reformation in 2008, Bedford Centre desired a company who could effectively manage their common area space, their media and their communication. Bedford wanted a media management company who would communicate the centre’s identity of understated elegance and sophistication. A company who’d be able to drive and reinforce “effortlessly chic”. iMedia was appointed for the task.

Bedford, a regional Shopping Centre located in Bedfordview, Johannesburg, boasts 62 000m² retail space and 24 105m² office space, 180 shops, an LSM of 8 – 10 as well as an impressive footfall of approximately 850 000 per month. So there is a great deal of vertical space to manage and in which to provide classy, sophisticated and chic media and communication.

iMedia was heavily involved in the creation of vertical communication for the Centre. Not only did their in-house design team provide enticing visuals for shop front vinyls, striking billboard facades and other creative forms of mall media to launch the “new, effortlessly chic Bedford,” the company also developed and positioned 20 Touch Screens in the centre ensuring landlord, tenant and customer interaction. The Touch Screens are also used as an advertising medium.

iMedia has further created other innovative advertising solutions at Bedford, such as the glass showcase cube used as a vehicle display; the glass plinths for tenants to create enticing displays of their products and various large format advertising platforms.

Communication is of the utmost importance in the mall industry. For this reason, iMedia works closely with the mall’s marketing department to make sure that the Bedford brand’s essence is seen, heard, acknowledged and remembered. The company also manage the in-centre audio system, the mall’s website as well as bulk communication like newsletters and SMS’s. Even during the 2010 SWC, iMedia made sure that the Bedford brand became a part of the iconic event by creating and flighting an AV advertisement at various Fan Fests and also managing a Fan Fest campaign at the centre.

The management of promotional space incorporated with vertical communication at the mall has had great impact on shoppers and indeed for advertisers as they encourage brand recognition and interaction. Bedford has 14 courts and there have been a number of novel activations ranging from vehicle displays to cosmetics promotions and even a Pick n Pay cooking demonstration.

iMedia make sure that all platforms are not only managed in a way that fits in with Bedford’s “urban chic” personality, but also ensure that maintenance and upkeep of all platforms are of an exceptionally high standard.

iMedia offer complete media management solutions that deliver increased and sustainable revenue. By applying their expertise, insight and practical experience, they are also able to provide a consultation service to landlords. Part of their ethos is the understanding of the mall industry and the changing needs of customers and therefore they strive to help landlords, tenants and advertisers evolve to meet with their objectives.

iMedia continues to add value to Bedford Centre by unequivocally managing Bedford’s vertical communication.

Facelift for a mall? Panorama had one with iMedia

At some point, you have flicked through television channels and come across a makeover show. A nip here, a tuck there. A needle being inserted into a patient’s forehead with the promise of smoother, younger looking skin. A fold, a cut, a transplant. Anything and everything to attempt to look and feel younger. What could the harm be in freshening up your image? Re-launching the new you? These days, in fact, it’s probably vital!

So why shouldn’t a shopping centre consider a nip and tuck? But not merely a lick of paint and polly filler, an actual media makeover. A personality transplant. An iMedia facelift.

Property Media Managers, iMedia, performed a complete media facelift on Panorama Shopping Centre, Mulbarton, South of Johannesburg.

A neighbourhood strip mall catering for the convenience of Mulbarton’s LSM 8-10 residents, Panorama has been expanded to include 45 stores, 580 parking bays and room for an iMedia Media Makeover on the centre’s 9 477m² of Gross Lettable Area (GLA).

iMedia approached the facelift of Panorama both inside – “personality” and out -  “appearance”. To begin with, the centre’s logo, look and feel were redesigned, injecting Panorama with a younger, more contemporary personality. The fresh looking Corporate Identity was then married up with Panorama’s communication which includes monthly newsletters and a website. In managing Panorama’s communication, iMedia is able to build the centre’s shopper database, allowing for regular communication between Centre Management, tenants and patrons.

iMedia also manages the sales, design and advertisements for the centre. The company further implemented the centre’s audio station and continue to manage its air time.

Part of the advertising solutions at Panorama includes signage, directional signage as well as parking pole and billboard advertising. The billboard on the corner of Kliprivier Drive boldly announces Panorama’s presence, attracting new clientele and greatly increasing footfall to the centre. Flag pole adverts are used too, adding to Panorama’s brand new personality and creating an association between brand, mall and patron. All platforms are managed by iMedia. 

The stores at Panorama have also undergone facelifts, including the extension of Mugg & Bean resulting in the popular eatery doubling in size. KTM Factory Racing have undergone a revamp too. With Pick n Pay, Liquor City and Mugg & Bean making use of iMedia’s design studio and using the centre’s advertising platforms through iMedia’s management, they are not only increasing brand value for their respective stores, but for Panorama Shopping Centre. Overall Panorama exudes a feeling of relaxation, comfort and homeliness.

Further improvements to the centre scheduled to be complete early 2011, include extensions to the parking area, adding an additional 100 parking bays for tenants, an impressive addition of 900m² to the centre’s office area and a further 400m² being added to Pick n Pay allowing for the insertion of various new departments. Liquor City is expected to be tripled in size allowing for a hyper liquor feel.

iMedia have created an attractive shopping experience for visitors to the centre and an increased revenue for Panorama.

CLEVER!

Washing out in a sea of advertisements? We’ll create waves with a Media Strategy for your store

Retail advertising strategies should be a reflection of your personal retail philosophy. Generic solutions which Mall Marketing Departments typically use to advertise stores may not be appropriate for your particular store.

Store owners often fail to realise the value in advertising their own business at the mall, believing that it is the responsibility of the mall’s marketing department to ensure the success of the store since owners contribute to a marketing fund.

But why be lost in the sea of advertisements that bombard consumers every day? Mall marketing departments typically only advertise the Centre and market events happening in Centre, leaving the responsibility of advertising your store up to you.

 As tenant mixes at Shopping Centres have become increasingly volatile and customer profiles have changed, reaching shoppers at the store is more important than ever and you want to be sure that you attract shoppers to your store. To do that, advertising and promotion should play a significant part in your business strategy.

Where the blanket approach of mass marketing was flaunted by marketing professionals in previous years, today’s industry authorities appreciate the nuances of one-to-one marketing. We know that consumers are savvier than ever and with access to an abundance of information, consumers don’t want sales people rattling off rehearsed presentations. Instead, they want representatives who will help them find real solutions. By learning who your customers are and by offering them tailored products and services that work for them – and indeed establishing a brand with which they can associate – you are sure to increase sales and keep your customers coming back.

So reaching shoppers in-centre has become more important than ever, making it necessary for you and your brands to be out there.

Good media and communications strategies are imperative in yielding the best results for individual stores. This plus word-of-mouth can drive substantial returns on your advertising investment. Store advertising should focus on creating store awareness. From the moment you sign the lease with the Centre’s Landlord, you should strive to generate brand awareness… Create hype! Let shoppers know you’re coming!

An essential starting point is outfitting your store’s windows with attractive vinyls and erecting striking signage and even light boxes. This is where iMedia’s design and logistics teams help you to shine. Allow them to assist you with creating the ideal media and communications strategies for your store that will ensure it remains prominent in the shopper’s minds.

iMedia goes about planning, designing and flighting your material in a way that will adhere to Mall standards, create brand association and entice your customers. From the implementation of a communication strategy to the mall database, to the flighting of your branding on pylons, Touch Screens, billboards, way finds and the mall’s website -et al - they ensure that your store, your brand and the discounts you offer are known about. iMedia will then audit the performance of your advertising at the mall to ensure that it is working for you.

Another way of creating brand and store awareness is to take advantage of the Mall’s common areas and set up a display or promotion. iMedia will help you with the booking and logistics of the Activation, again adhering to the Mall’s high standards.

Let iMedia assist you with effectively zeroing in on your target customers at the mall. After all, research suggests that 75% of brand decisions are made at the Mall!