How to promote a shopping centre – brand ambassador

Shopping malls, and the retail industry more broadly, are looking for new ways to draw customers into interaction. The greatest opportunities for creativity are certainly provided by new media, which allow for very close contact between the brand and the consumer. Consumers are eager to interact with a brand and identify with it. They express themselves on specific products, thereby building the brand image. They are turning from consumers into prosumers. Is there any way to capitalise on this moment and promote the shopping centre? Go into the consumers' homes and sit on their sofa? What tools can you use? That is what you will find out by reading this article.

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A brand ambassador is the ideal way to market your brand, increase product recognition and build a positive image. It allows you to increase sales and expand your fan base.

In recent years, the Internet and social media have been the most opinion-forming medium. People look there for information to help them make purchasing decisions and check the opinions of others who have previously interacted with the product. They are inspired by creating new trends. Positive statements from ambassadors increase brand credibility in the eyes of consumers.

WILL THE AMBASSADOR FULFIL HIS ROLE IN THE SHOPPING CENTRE?

The shopping centre is such a difficult proposition for ambassadors to sell, as they have to promote different brands and many products, the latest collections, sales, trends, as well as events. The mall ambassador’s task is to convince the public that this is the best place to shop and have a great time. The ambassador must base his or her communication on the principle – ‘I shop in this Gallery and you should too, because you will find everything you need there!’.

WHO CAN BECOME A SHOPPING CENTRE AMBASSADOR?

Anyone who frequently speaks in a positive way about a brand and engages with it is called a brand advocate. That’s why it’s so important to provide opportunities to share content by creating share buttons, bookmarking customer reviews on the website or even encouraging people to tag (@) the brand and mention it in personal posts on Instagram or Facebook.

Another group of people are influencers and bloggers who have a large social media reach and thousands of followers. They already own their fans and can therefore convince them to visit the gallery. At the same time, they contribute to building the image of the shopping centre.

Another idea for a shopping centre ambassador is recognisable residents of the city where the mall is located. These are mainly local stylists and instagrammers who often do their shopping in our centre. Such people will build a positive image among the largest target group. Thanks to them, we will quickly reach the most interesting group of customers.

HOW TO WORK WITH A SHOPPING CENTRE AMBASSADOR?

Above all, it will work well for communication on social media (Facebook, Instagram, TikTok, Snapchat). The ambassador can publish accounts of his purchases on Instastories or lend his image to photos published on Facebook. He or she can also search the gallery for interesting price bargains or present the latest trends.

A proven ambassador who is well liked by customers can become the face of the shopping centre and will even be associated with the brand, such as Marek Konrad from ING or Barbara Kurdej-Szatan from Play. The image of such a person can be used in the promotion of the shopping centre on various levels: on the website, in a promotional magazine, fashion lookbooks or even in external communication, e.g. on billboards or citylights.

In conclusion, if you are wondering which ambassador will be best suited to the gallery you are managing, or perhaps you are not sure how to use them effectively, please contact us.

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