To Goodwill
Sep 1, 2008 12:00 PM, By John Egan
Amid a sluggish economy and battered consumer confidence, marketing directors at shopping centers across the country are reaching out to consumers, tugging at both their heart and pursestrings in attempts to drive traffic, build customer loyalty and promote good corporate citizenship.
In October, to mark the grand reopening of Del Monte Shopping Center in Monterey, Calif., San Diego-based owner American Assets Inc. plans to sponsor Project Dreambuilder, a fundraiser benefiting a local children's museum. At the 675,000-square-foot, open-air center, five furnished, child-size playhouses, donated by local builders and architects, will be displayed through Oct. 18. At the opening, a raffle will be held for one of the playhouses and a live auction for the three others.
On the opposite coast about two weeks later, Cleveland-based Forest City Commercial Development and West Palm Beach, Fla.-based Goodman Co. will mark the grand opening of the Shops at Wiregrass in Wesley Chapel, Fla., near Tampa, with the “Print Pink!” campaign. For $50 donations to the American Cancer Society in the fight against breast cancer, shoppers will be able to leave their handprints or inscribe a personal message on clay tiles. The tiles will be signed and glazed, then displayed at the 750,000-square-foot, open-air lifestyle center.
“The commitment to give back to the community has been very much an important part of branding the shopping center,” says Judi Lapin, a marketing consultant in Costa Mesa, Calif., who specializes in retail properties. “Those are things that don't have to cost a lot of money.”
And they bring along a side benefit. Reaching out to the community can help drive traffic to shopping centers. At a time when many retailers are struggling with disappointing sales results and consumers are conserving gas and cutting back on shopping trips, generating foot traffic is more important than ever. That means marketing directors are especially busy.
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In a down economy, a first instinct might be to cut back on marketing. But many owners and managers say that would be a huge mistake. Developers Diversified Realty Corp., a Beachwood, Ohio-based owner and operator of more than 700 shopping centers in the United States and abroad, emphasizes marketing and branding, in both good and bad economic times.
This year, Developers Diversified launched some new initiatives, including Project Imagination, which encourages children ages 5 to 14 to express, through writing or artwork, how their city or state helps shape America. Charitable donations will be bestowed in the winners' names.
Also, this year Developers Diversified kicked off an 11-city U.S. tour featuring sculptures by pop artist Romero Britto. Sponsors have been secured for each city. John Kokinchak, executive vice president of property management at Developers Diversified, says displaying Britto's works at 11 of the company's lifestyle centers inspires creativity and encourages art appreciation. Proceeds from fundraisers tied to the exhibition benefit the National Multiple Sclerosis Society Scholarship Fund.
“We try to think of our shopping centers as the hub of their communities,” says Scott Schroeder, vice president of marketing and corporate communications at Developers Diversified. “We're trying to demonstrate that shopping centers are more than just a place to do your back-to-school shopping. There are also some great things that they can do to contribute to the community.”
In 2007, Developers Diversified honored close to 200 American children in its inaugural Kids with Heart program. The kids, representing nine U.S. centers, were honored for their work with charities, kindness to others and contributions to their communities. This year, Developers Diversified expanded the program to almost 30 shopping centers in the United States and Puerto Rico. The company estimates expenses for last year's program cost less than $40,000. However, the campaign captured $400,000 worth of media exposure.
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