The recent Property Exhibition at East Point Shopping Centre in Ekurhuleni attracted hundreds of thousands of feet through the mall, and these shoppers were there both for retail needs and to engage with exhibitors, resulting in a successful event for all stakeholders.
Trends that are affecting malls globally – including mass urbanization, e-commerce and the rise in digital technology – are presenting malls with the opportunity to change their offering. Consumers want more than just a store encounter, they want experiences that are useful and entertaining. And this is where exhibitions enter the picture because they help to differentiate the consumer offering, with a strong focus on experience and convenience.
For exhibitors, the Property Expo proved excellent for business exposure as it increased sales and had a positive impact on brand awareness and affiliation. In terms of benefit to retail tenants, the numbers speak for themselves as foot count into the mall increased by 10% over the four-day expo.
The exhibition was spread out and strategically placed around the mall in key captive zones and court spaces. This increased interactivity between exhibitors and shoppers, impacting exposure and curiosity. Exhibitor feedback was extremely positive with most brands experiencing a dramatic increase in sales. As a result, many of them have already booked their spot at the next expo.
John Faia, GM: Mall Ads™, explains that there are huge benefits to exhibiting in a mall environment especially if there is a seamless audience-brand fit. If brands and OOH specialists understand how to harness the impact of expos to increase engagement for brands, the return on investment is substantial.
“There are different types of expos and they all serve their purpose within the greater marketing scheme. Exhibiting in a mall environment is ideal for lifestyle brands that don’t usually expose their services or products through a traditional retail outlet. The property expo at East Point Shopping Centre was a perfect platform for all and any brand that needed to engage with homeowners and potential home buyers,” says Faia.
“The mall environment is captive, conducive to spending and beneficial to brand assimilation. During their shopping journey, nine times out of ten, a consumer will stop at an exhibition stand to see what is on offer and chat to the brand representative. This is because expos bring an added element of surprise and novelty to the retail mix,” says Faia.
Mall Ads™ has advertising rights to numerous malls across South Africa. For more information on how to book exhibition space in a mall environment, contact Bonga Sibisi on on 0861 776 826 or firstname.lastname@example.org . Go to www.provantage.co.za/mall-ads or DM @ProvantageSA on Twitter