In a dog eat dog world, brands are like scavengers. Anywhere they see a thriving consumer populace, they come scurrying, to catch them first and catch them young. And one place that hits the mark with most brands as their favorite feeding ground is- THE MALL.
Thousands of unassuming customers. Fat pockets. Just saying these two things to a marketer is reason enough for him to invest ina mall activation. That’s the reason why 15%-20% of all activations today happen at malls as opposed to any other venue.
A veteran player in this game, responsible for executing over 500 activations in malls for over 100 different brands is Candid Marketing.
Atul Nath, Managing Director, Candid Marketing, in conversation with Yamini Singh, gives the lowdown as he traces his journey from mall to mall.
Q- Your first experience of executing an activation at a mall?
A- It was back in 1999 when the first two malls opened in India - Ansal Plaza in Delhi and Crossroads in Mumbai. Malls were a real novelty for consumers and for brands way back then and most marketers didn’t really know how to effectively use them as an activation playground. Not many people know but in the very early years, we represented Ansal Plaza for all marketing activities.
Q- The challenges of activating at a mall?
A- Malls are relatively one of the easiest venues for executing activations. They offer a fairly controlled environment with a captive audience willing and able to engage with brands. The only real challenge in malls is to separate entertainment-seeking-consumers from serious brand-interested-consumers. Getting this balance is crucial for delivering the right target audience and the right level of effectiveness for the brand. Sometimes, in the endeavour of chasing numbers, clients tend to compromise on the quality of target audience.
Q- There is a strong emphasis on malls as a venue for activations. Is there an alternative for achieving the same level of engagement?
A- Malls offer a predictable environment for engaging with consumers in large numbers. Unfortunately, open market places in our country are unpredictable in terms of getting permissions and space. Add to this the vagaries of weather conditions in many regions, and outdoor areas become a real challenge. At the right time and at the right mall, one can get a ready and captive audience without having to invest in attracting an audience.
Q- What is the most common client brief you receive when planning a mall activation?
Mall Activation briefs are not very different from other activation and event briefs. Brands are generally seeking engagement opportunities with its TG in accordance to their priorities and objectives.
Q-What elements should a newly established event company keep in mind while executing a mall activation?
A- A clear communication and list of deliverables with the Mall or Mall representation agency is crucial.
Q- What have been your leanings from mall activations?
A- There was a time when there was enough to do as an activation in a mall to attract consumers, not so much now. It is crucial to create a strong creative and engaging connect with consumers to deliver a brand message effectively.
(The story has been extracted from BW APPLAUSE)
