Hello, my name is Rob Drews. I'm the director of media programming at Placewise Digital. Placewise is the leading provider of digital marketing services to brick-and-mortar shopping centers in North America. Our headquarters are in Denver, Colorado, but we service shopping centers across the US and Canada. Today, we're going to cover some of the most basic yet impactful advertising services that the Facebook platform has to offer. Future modules will go into greater depth on these and other advertising objectives tools, and tips. But for now, let's observe some actual campaign executions and the results as a case study. The campaign's will be observing today are for the property city shopping center. Before we jump in, let's take a look at city shopping center and learn about their business and objectives. City shopping center is situated about 15 miles East of Atlanta, Georgia on the I-20 Corridor. Opened in 2001, the property is in flux. Now nearly 20 years old, the physical landscape of the area has changed as well as the landscape of retail commerce. New apartments and residential developments in the area are shifting the center's focus from regional retail to lifestyle shopping. Recent updates include the addition of an outdoor plaza with additional shopping and dining options. Still, many new residents and existing shoppers don't know the offerings exist. The shopping centers orientation on a high volume interstate results in commuters from neighboring towns as well as far off travelers. The existing tenants are mix of mid-level national retailers and local businesses. There are no exclusive brands or haute couture to be found to compensate. The mall has become creative. And now sponsors events and guest appearances to draw in audiences from Atlanta, and the surrounding suburbs like many shopping centers. The proliferation of e-commerce is affecting foot traffic and the overall health of the tenants. A large vacancy occurred when Sears close their location at cities shopping center as part of a national shutdown. On the flip side, the large vacancy has opened up possibilities for future development that may help the center to further transition to a lifestyle center. Offering a live, shop, dine, play potential for new and nearby residents. City shopping centers marketing manager's Gale. Gale graduated with a degree in theater and found her way into city shopping center marketing in 1992. Gale is extremely personable and connects well with shopping centers's tenants. She has a flair for production and is instrumental in getting celebrities and performers booked for appearances on-premise. Gale has a strong, long-running relationship with traditional advertising reps in her area. She supports the center with seasonal and event-based print radio and billboard advertising. Gale began her marketing career pre-digital and given her busy schedule has struggled to keep up on social media advertising. She relies on Placewise to execute social campaigns on the properties behalf. The low cost of digital media makes it a great choice for additional seasonal and event-based advertising, as well as some ongoing branding initiatives for the prop. Gail operates with a modest budget doled out by the shopping centers owner. This budget is used for all marketing and advertising expenses, including her traditional advertising, on-premise signage and promotional items, such as gift cards and swag for giveaways. When all is said and done, Gale finds about ten thousand dollars a year to spend on digital advertising. In general, the role of a shopping center marketing manager is to create and execute programs that support the tenants by driving traffic. Rent and revenue share agreements with tenants are what make developments a sound investment for their owners. A healthy environment full of tenants all making profit yields the best results. Driving shoppers on-premise is a primary goal for Gale. A recent shopper intercept study take an on-premise show the average shopper spends about $85 per visit. Another objective of Gale's is to grow the properties email subscriber list. Email subscribers represent some of the most engaged and active spenders for the shopping center. The shopper intercept studies showed that email subscribers spend on average 25% more than non-member shoppers or a $106.25 per visit. Email addresses are also useful in learning more about the primary shopper as they can be uploaded as custom audiences to target on social media. We'll talk more about this in a future module. A third objective of Gale's is to drive traffic to the center's website. The shopping center does not sell anything online, but site traffic is an important metric for the center's owners. The site stats can be used as a barometer for center health and growth. Web stats also help clean additional information on who showing intent and where they're located. Like emails, web traffic can also be harnessed for advertising outreach through retraining. The last goal is to grow the social community around the center. While this includes metrics like page likes on Facebook and followers on Instagram, it also incorporates interactions between the property and customers. Making the property available to shoppers in the media that works best for them is key. Gale notes that the property receives more messages on Facebook than it does calls from customers on any given day.
