Advertising and promotion testing for shopping centres
Land Securities
Business Blueprints help Land Securities’ Shopping Centre Marketing Managers to objectively measure the effectiveness of their advertising and promotional activities both pre- and post-campaign launch.
Pre-testing of creative has in the past been carried out through an annual programme of Focus Groups where attendees can be recruited on the basis of their underlying values, beliefs and motivations. Post campaign measurement of media effectiveness, message recall and message relevance is carried out through the annual shopper surveys conducted at each Centre. These activities have helped drive more targeted communications to key shopper segments.
Legal & General
Legal & General’s Shopping Centres annual budget was in excess of £2m. We conducted a through analysis of the effectiveness of the expenditure using shopper and retail partner research.
Our conclusions were translated into changes to the mix away from above-the-line and heavy Christmas expenditure. These were piloted in two centres, following which all centres followed suit with a strategy of bi-monthly retail focussed activity which delivered measurable revenue improvements.
Over this period, retail partners’ satisfaction scores of the marketing programme grew from a 30% approval rating to 72%.
