Mall newsletters can help attract shoppers and keep them in the mall longer.
Shopping malls are major local and regional centers of commerce, bringing a wide range of products and services to consumers. Malls also are entertainment centers, housing everything from movie theaters to bars and video arcades. Operating a successful mall is largely a question of strong marketing, and a newsletter, either through email or in hard copy, can be one of the best ways to reach customers.
Promote Events
Malls are the home of many different events, from holiday concerts and decoration exhibits to product demonstrations and trade shows. One way to organize a mall newsletter is by using a calendar format. A monthly or bimonthly newsletter can include important information like mall hours and policies, along with the dates and times for special events that may bring in more shoppers who will stick around to explore the mall long after the event ends. A calendar newsletter also gives the mall a dynamic, engaging image as a place where there's always something going on, rather than a static place that houses a stable roster of shops.
Welcome New Merchants
Mall newsletters should be one of the primary ways a mall welcomes a new merchant and makes the public aware of its arrival. In-mall billboards and television advertising can also help, but a newsletter has space to describe what the new merchant offers for customers who may not already be familiar with the seller. It also provides space to describe the new merchant's location, or show it on a map, and a way for the merchant to promote any grand opening events or sales.
For existing shops, the newsletter can be a way of announcing new products or renovations. This may draw in customers who have lost interest in that particular store, or never had a reason to shop there before.
Offer Discounts
Mall shoppers are always on the lookout for a bargain. A mall newsletter can include coupons, sale announcements and special promotional offers. For example, in the case of an email newsletter, customers who sign up can be entered into a drawing for a mall gift certificate. This type of promotion can help get more people on the mailing list and also build up excitement for the mall.
Web Presence
Every mall newsletter should have a Web presence, even if most customers receive it in the mail or pick up a copy each time they visit the mall. Even if the Web presence is nothing more than a website with a scanned image of the paper newsletter, it will get the information out to more people, including young, tech-savvy customers.
Beside being less expensive to produce and distribute, email newsletters have several advantages. They can include links to merchant websites or Web pages where shoppers can download and print out coupons. A Web-based newsletter is also easier to update and more environmentally friendly, since it doesn't require the paper that traditional hard-copy newsletters do.
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