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.

Extreme Media Makeover

For the past three decades mall makeovers have meant replacing tattered carpeting and slapping on a coat of paint. Today centres compete to differentiate themselves to increase footfall and remain top-of-mind while providing value to retailers.

Research has shown that targeted communication and attractive presentation in malls create an experience for shoppers. In turn, this increases foot count, differentiates your centre from others and serves customers efficiently while operating more productively and profitably.

Mall media management company iMedia understands that for mall-walkers today, shopping isn’t just about grabbing items off a shelf. For consumers, visiting a mall is a social experience and form of entertainment in itself. They want to interact with an attractive brand. They want to experience the feel-good factor. That is why iMedia sets out to create an attractive personality for your mall.

An extreme Media Makeover by iMedia will infuse a fresh vibe into your mall, creating the right environment that will entice tenants and customers.

From creating your logo to delving into the psychology of the ideal colour for your mall’s look and feel to setting up advertising inventory and managing your mall’s media and communications concerns, iMedia knows how to make your mall stand out.

The platforms they provide are not only aesthetically pleasing but provide clients with invaluable research that is market-specific enabling advertisers and media buyers to accurately gauge the effectiveness of product and advertisement placement.

If you’re a mall maker looking to create an unmatchable shopping experience for shoppers and attract top retailers, iMedia’s Logistics, Digital, Design and Communications teams have what it takes to perform an extreme Media Makeover for your mall.