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.

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! 

If Walls Could Talk, They'd Be Screaming Profits!

iMedia are Property Media Managers specialising in achieving sustainable revenue streams at your centre by implementing a meticulously managed media strategy that will help you to achieve the required end result.

The company begins with an audit of your centre and its current performance and then conceptualises a Media Makeover that will be ideal for your centre’s specific needs. They always stand by “No Free Space.”

Placement of marketing media, tenant and third party advertising are undertaken and managed by iMedia to ensure that sustainable income is attained.

iMedia’s focus areas include Media Strategy, Media Management and Communication Management.

In order to provide a turn-key solution, the company’s divisions supply additional services including: Graphic Design, Copy Writing and Digital Media.

iMedia’s committed, dedicated and determined team aim to provide and uphold excellence in service and to provide a world’s best media and communications management company in shopping centres.

(as featured in SA Shopping Magazine, April 2010)

Manda Hill Mall, Lusaka, Zambia

Manda Hill unwrapped.

November 2010 – The Countdown Begins!

On completion Manda Hill shopping centre will be the enclosed, air conditioned and most innovative shopping, dining and entertainment indulgence in Lusaka!

With the inclusion of a second floor, shoppers will be able to take a ride on the escalator up to a world-class entertainment core comprising both Zambian and international favourites. The upper level will see the arrival of an exquisite Six Screen Cinema Complex with state-of-the-art sound and the latest international releases as well as a Media Store. For shopper’s convenience there will be a brand new Banking Court, dedicated to all your banking requirements.

With a choice of enticing fast food retailers, shoppers will be able to fuel up for their shopping experience. The retailers will comprise Manda Hill’s previous outlets as well as new franchises, Nandos and O’Galitos. Mugg and Bean will be entering the mall too. The open piazza area will be surrounded by both local and South African restaurants: Central Dublin will offer customers an authentic Irish experience, Spur arrives at Manda Hill and delectable Italian eatery, Ciao Baby makes its first appearance in the country.

With an expanded tenant mix and introduction of South African nationals like Foschini, Markhams, Fashion Express, Sterns and Sportscene; Truworths, Uzzi and Identity; Manda Hill will be increasing in size from 22 180 square meters to 41 391 square meters for a truly Zambian indulgence.

Most exciting on the retail side is the expansion of Manda Hill’s anchor tenants. Shoprite has already been extended by 1 000 square meters to 5 605 square meters and Game will also increase by 1 000 square meters. Other South African brands that will be installed at the centre include a free standing Mr Price Combo (which is already trading and now comprises both furniture and fashion) and OK Furniture. MTN and Pep Stores have been strikingly upgraded and are already open for trading! Botswana company, Homecorp Super Store arrives in Zambia with an impressive, free-standing 3 300m² outlet! Many of the franchises at the mall are owned and run by Zambian residents.

Access to the centre will be improved with the upgrade of the traffic management systems and widening of Manchinchi Road. Traffic lights at Great East Road and the Great East Road/Manchinchi intersection will be synchronised. A modern parking ramp will lead onto a parking deck (both firsts for Zambia) off Great East Road and an additional 800 parking bays will be provided, bringing the total number of parking bays to 1 500. New storm water and basic infrastructure systems have been installed to ensure that the centre will be able to operate at full capacity under all conditions.

The Manda Hill team would like to take this opportunity to thank our loyal customers and valued tenants for their continued support and patience during the redevelopment. With just six months to go, we are looking forward to providing you with regular updates culminating in a warm welcome and invitation to Indulge in Innovation.

THE COUNTDOWN BEGINS!

Innovative, Interactive Mall Media Management

INNOVATIVE, INTERACTIVE MALL MEDIA MANAGEMENT

iMedia is the mall media management company creating the right interactive e-media for your mall!  

Combining numerous media into a single message, e-media, or electronic media, can create powerful communication tailored to the targeted client or tenant.

As retailers venture to engage in communications with tenants and consumers on a regular basis, ‘e-media’ – which swiftly found its way into modern lifestyles – has become a commonly used buzzword in the retail industry.

Electronic communication builds favourable relationships with customers and is the ideal platform from which to showcase your mall’s upcoming events and achievements to shoppers through Touch Technology.

With sophisticated know-how, mall media management company, iMedia acts as a gateway between Centre Managers, advertisers and shoppers, creating tailored interactive media and communications approaches that boost management, landlord and tenant relations.

iMedia uses Touch Technology to help you accurately track data such as which stores are favoured in the mall and which are missing from your tenant mix that shoppers would like to have access to.

Cutting-edge technology is of high importance on iMedia’s agenda. By making use of such tools in your mall, you allow shoppers and tenants to interact in a way that permits you to collect vital marketing information to cultivate your media and communications strategies successfully.

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.