You may want to consider looking into getting your business advertised in your local mall. Some interesting research was released today from Scarborough Research and Arbitron finding that nine out of ten teen mall shoppers notice mall advertising.
Nearly 95% of teen mall shoppers notice at least some kind of mall advertising according to the study (pdf). Here are some more findings:
- 91% of teen shoppers notice poster display ads at the mall
- 85% notice hanging advertising banners
- 77% notice sampling
- 58% notice promotional events
- 57% notice TV/video screens
- 48% notice interactive displays/kiosks
- 31% notice moving images projected on the floor or walls
"The findings show that teens do in fact notice advertising in the mall, and our study shows that they generally rate it positively," commented Jane Traub, senior vice president of research for Scarborough. "As mentioned previously, teens spend considerable time in the mall, so it is not too surprising that they do notice the advertising that is present in that environment."
"Hollywood has long portrayed the mall as a key center of teen culture. Our data shows that it still serves a very prominent role in teen society. It seems some preferences are established early in the consumer life cycle and continue as the person moves into older demographic groups," she added. "This idea reinforces the point that marketers need to advertise to teens while they are in the process of establishing their purchase preferences."
It is true that this information reflects teens, and your business might not necessarily fit that demographic, but it makes you wonder how ads go noticed by different age groups as well. Either way, I don't see it being a bad thing to be advertising your business at the mall. It's a good way to get your brand in front of a lot of eyeballs.
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Comments
Mobile Marketing at the Mall
Perhaps the best form of advertising is to combine the mall advertisements with a mobile marketing advertisement or a mobile coupon. Then, the teens will interact with the advertising right there and come into the store with the coupon!
If only...
I'd have to say, teens could use or abuse the safety and security products I market so unfortunately they're not my target market but if they were, I'd definitely be marketing in the mall. Thanks, Chris.
Reaching Teens
Very timely topic, thanks for starting it. First, the products have to be of interest and useful to the next generation. When I began showing Amsoil products and opportunities, I was aware of the pd and lap top gadgets and posted accordingly. Teens will be driving cars and traveling so the sooner this age catagory is aware of my www.lubedealer.com/hiebert and www.ytbtravel.copm/rxmhiebert the sooner a productive venture will be in place when I cant get out of the house as much as I do now.
Interesting that 'traditional' marketing still works.
I think it's all too easy to overlook traditional marketing techniques but this article is a great reminder that it can still be very powerful. I'm slightly surprised at the level of impact the research suggests this type of advertising has, but I suppose I shouldn't be.
Local Advertising
So I guess advertising at the mall is much like shooting fish in a barrel.
It reminds me of the old story in the Onion, "New Starbucks Opens in Restroom of Existing Starbucks." The logic was that those who use the restroom are already familiar with the Starbucks brand.
You have to wonder how effective mall advertising is for businesses are not in the mall itself. Probably good response for brand building, but if you aren't actually selling in the mall, I would imagine the effectivness drops off significantly.
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