For today’s urban youngsters and households, shopping centres are among the top-visited locations. On Saturdays and Sundays, the average everyday visitor traffic in well-known malls ranges from somewhere around thousands to lakhs. As a result, mall advertising gives firms wishing to market their products fantastic exposure and presents intriguing marketing chances. 

It’s swift, easy, and profitable because customers are in the mindset to purchase, pleasure, and unwind. Advertisers who wish to connect with a diverse clientele, from the wealthy to the young, are drawn to ad campaigns in malls.  A recent study revealed that, compared to video advertising, mall advertisements draw more shoppers.

Additionally, the latest business survey found that advertising at shopping centres and malls may reach a staggering number of consumers: 75% of respondents said they can remember seeing an advertising sign in malls, compared to 45% online. Thus, mall branding and multiplex marketing may assist your business in bridging the virtual divide and establishing connections with real individuals and prospects in the offline world.

What Do You Mean By Mall Advertising?

Branding in shopping malls is one of the most creative and practical advertising mediums now accessible to showcase and target the intended demographic. Mall advertising includes both digitised and conventional illuminated visuals as well as mounted billboards that are put both within and outside the mall for the promotion of brands. Advertising in shopping centres makes excellent use of both traditional and modern methods to improve market presence.

There are also many other reasons for mall advertising. It also provides endless possibilities to contact and engage with the target market, forging meaningful bonds and boosting sales. One crucial factor you should consider is how the mall you will be marketing draws shoppers. More people will notice your marketing as more people visit the mall. It has been proven that various advertising displays influence who and how many people visit a mall.

Therefore, the location and media you choose for your mall branding campaign are quite important. Additionally, it enables you to become close to individuals of various ages. If you employ strong advertising strategies and aesthetically pleasing design elements in your marketing material, mall branding may turn out to be one of the most powerful tools for promoting your product among the audience.

Why Do Some Big Brands Still Invest In Mall Advertising?

Why do big brands like Lakme invest in mall branding? What are their reasons for mall advertising?

If this is the question that’s haunting you then we have the best answers. There are many mall branding benefits that these big brands make use of. It is the most effective strategy to increase customers, raise market presence, and boost sales through shopping mall advertising. 

For both advertising agencies and the company, timing is always important. A mall advertisement gives a business the chance to reach a large number of prospective clients in the shortest amount of time and also there is a 30% chance that the customer might be looking for that specific product. 

Additionally, there is no discrimination on the basis of the size of the business. It has been confirmed to be equally effective for small and large-scale enterprises because the key objectives are so simple and clear: draw customers in and increase the conversion rate.

For instance, prominent competitors in the cosmetics industry like NYX and MAC Cosmetics have used billboards and banners at shopping centres to advertise promotional events, themed pop-up stores, and their new products.

Top Reasons for mall advertising 2023

We can understand your concern if you have some doubts regarding the efficiency of mall marketing campaigns. The emergence of internet shopping appeared to mark the end of the majority of the malls that emerged in the earlier years. But, there are some compelling reasons for us to believe that this pattern is transforming, and we’ve laid those mall branding benefits out for you here so you can make an informed choice.

Highly dense traffic

      

Malls draw a sizable number of customers, giving retailers access to a vast market. Thus, they are a great place for businesses to boost their brand recognition and drive revenue. Additionally, mall foot traffic has increased significantly since the pandemic, and the companies whose goods can be bought within the mall are the largest beneficiaries of this increased traffic. 

Also, it is impossible for consumers to avoid getting attracted to the advertisements that are visible in malls and there is a very small possibility that the advertisements will go ignored.

The ease of the process 

Shopping malls are frequently placed in conveniently convenient regions, which makes them useful for both consumers and companies. This implies that firms may easily attract customers who are already on the move, thereby increasing the likelihood that they’ll look up and pay attention to an advert. 

Shopping centres also have the unusual advantage of selling goods on the same premises as they advertise and promote them. This makes convincing the customer to purchase anything simple.

Would not burn a hole in the pocket

                

Mall marketing costs little money to implement and harvests significant returns. The mall, the time of year, the location of the signage within the mall, and the length of time you intend to advertise will all affect the cost of marketing there. 

The cost of mall marketing can often range from about $700. You will often save more money the longer your advertising deal lasts. Most shopping centres normally want a fixed lease term of at least 6 to 12 months.

Guaranteed to capture attention

  

Mall advertisements are difficult to overlook because they use eye-catching signage, vibrant colours, and creative marketing techniques. These ads are designed to draw customers’ focus to the store. 

Advertising in malls, in particular, enables businesses to display timely, informative, and interactive content on their banners that can immediately affect customers’ buying choices. Nowadays, businesses are using interactive offers and discount sales advertising more frequently so that those who see the ads are enticed to visit the store at least once.

Promotes experiential buying behaviour

        

Brands may increase client interaction and market to their customer base by using strategies like giving out samples, setting up kiosks, etc. This process is known as experiential buying and it helps in increasing conversion rates. 

This is due to the fact that, even though customers can look at a variety of products online, they cannot fully comprehend the product they are about to purchase as they can when it is physically in front of them. Additionally, demo and trial operations involve and sway clients.

Multiple adverts, more brand recall

    

Advertising displays and banners are positioned carefully along key mall locations, boosting the likelihood that they will be noticed by a large number of shoppers who frequent the malls during the day. This mall marketing tactic is successful in grabbing the interest of the intended population given the mall’s high foot traffic. Additionally, viewing an ad frequently at several locations helps to enhance customers’ memory and conversion rates.

Instant influence on purchase decisions

      

The ability to reach people when they are most likely to make a purchase is made possible by mall advertising. The advertising of a particular brand may attract customers, but after they leave the mall, they might not be influenced anymore. Therefore, marketers can drive impulsive purchasing behaviour by offering products directly at the mall’s premises. 

Additionally, since shoppers are already present at a store, enticing advertisements will persuade even those who aren’t very interested in your goods to make a purchase.

Hyperlocal influence

Because mall advertisements are location-specific, businesses can utilise them to reach and draw in the local populace. For businesses with services in the area, this works fantastically. 

By adapting the advertisement to the tastes, preferences, and interests of the local residents, marketers may quickly and effectively target the local audience. In this approach, the consumer is more drawn to and attached to the advertising campaign as well as the goods that the company sells.

The Bottom Line

Therefore, if you’re considering marketing your business through mall advertising, there are plenty of chances; all you should do is learn to be creative. There are countless ways to draw in customers, from enormous billboards to whatnot! With your eye-catching, inventive advertisements, you may develop mind-blowing engagement and grab the attention of every buyer who enters the mall and make the most of mall branding. And the results are sure to be magical when a clever combination of tricks is used.