BRANDON MALL
Brandon Mall - A Community Icon
Brandon Mall, a vibrant shopping center offering a diverse range of retail stores and dining experiences, has been a beloved fixture in the community for years. Renowned for its lively atmosphere, the mall's marketing director sought to boost late-night dining and foot traffic within the restaurant courtyard. Our program aimed to create a dynamic, six-month-long event series tailored to millennials and families. The objective was to not only increase late-night dining but also cultivate sustained interest among mall patrons, encouraging return visits, and capturing valuable customer data for email marketing campaigns.
Since July 2016, Simply Promotions has been at the forefront, curating demographic-targeted events for Brandon Mall. By 2019, we were honored to be designated as their preferred event planning and promotional company.
THE STORY
Navigating the Complexities of Late-Night Dining
Despite having an internal Marketing Director, Brandon Mall grappled with time constraints, staffing limitations, and a lack of connections to orchestrate an annual, millennial-focused promotional program. The primary goal was to enhance customer engagement and retention within the restaurant courtyard, a challenge that required specialized expertise.
IDENTIFYING THE CHALLENGES
Creating Late Nites: An Engaging Monthly Program
Understanding the unique challenges and objectives of Brandon Mall, Simply Promotions devised a comprehensive solution:
Late Nites on Westfield Street: In 2020, we introduced this scalable monthly promotional events program, strategically designed to target millennials interested in entertainment and late-night dining. The program's core focus was to engage with this demographic through captivating promotions that also collected valuable customer data.
OUR SOLUTIONS
Late Nites, drew an impressive crowd, attracting over 10,000 customers to the mall's restaurant courtyard during its three-year run. This achievement underscores our ability to engage and captivate the intended audience effectively.
We generated more than 5,000 new email marketing leads, with an outstanding retention rate of 90%. This highlights our proficiency in collecting and maintaining valuable customer data.
Notably, Late Nites on Westfield St. received the prestigious Maxi Award in 2021. This recognition underscores our program's innovative approach, exceptional design, and its significant contribution to enhancing engagement within the restaurant courtyard.
Through our collaboration with Brandon Mall, we not only addressed existing challenges but also established a strong foundation for future initiatives. This success story emphasizes the pivotal role of delivering reliable and enjoyable customer experiences in achieving exceptional outcomes.