Marketing in the Digital Age
Situation.
The Digital Age is here, and the implications for shopping center marketing are being discovered every day! Glimcher Realty, a Columbus-based developer, understood how the Internet could offer a cost-efficient and effective marketing tool, but needed a program that mall management teams could easily implement.
Solution.
CampCreative understood the challenges of collecting and effectively using email addresses from a customer wary about providing email information. Providing incentives for customers to release the information proved to be the key. Hot Tips Network provided shoppers with information that made their shopping trips easier and more efficient, rewarding them with timely, interesting email messages on a regular basis.
Results.
The program wowed Glimcher's customers, and made it easy for the management teams to achieve the program goals, which were to collect email addresses and use them for effective direct marketing. Implementation included a full range of advertising products as well as a plan book for management teams. Hot Tips helped heat up sales.
