“Mall media provides the potential to reach a diverse yet specific group of audiences”

Preetam Patnaik, Head of Consumer Marketing at Continental Coffee, shares his perspective on how brands can leverage mall media to build stronger in-person connections with their target audiences. From engaging consumers with interactive displays to aligning campaigns with peak shopping seasons, Preetam outlines the best practices for brands looking to make the most of mall advertising. 

Leveraging mall media for stronger in-person connections
Preetam believes that malls offer brands an ideal setting for creating memorable experiences through interactive displays, product sampling, and augmented reality. With high foot traffic in areas like food courts and main entrances, brands can increase visibility and capture consumer attention. Seasonal themes and local events also provide a strategic way to enhance relevance. 

Key factors for effective mall media campaigns
According to Preetam, a successful mall media campaign should consider: 

• Target audience: Knowing the mall’s demographic profile helps brands tailor their approach. 

• Creative execution: Bold, distinctive visuals are essential for standing out in busy mall spaces. 

• Timing: Running campaigns during peak shopping seasons, such as holidays and sales, maximises reach. 

• Measurable KPIs: Setting clear metrics, such as footfall and in-store conversions, helps assess campaign success. 

Integrating mall media with digital and offline channels
Preetam emphasises that mall media can effectively bridge online and offline experiences. QR codes allow seamless transitions to online promotions, while consistent messaging across digital and physical touchpoints reinforces the brand. Geotargeting digital ads to nearby shoppers can further drive in-store visits. 

Driving in-store traffic and conversions
Preetam sees mall media as a strong driver of foot traffic through immediate calls to action and interactive kiosks. Limited-time offers and product demos are powerful tools to encourage impulse buys and deepen engagement with the brand. 

Reaching a diverse, affluent demographic
Preetam highlights that malls attract a varied yet often affluent customer base. With strategic ad placements in different mall zones, brands can reach families, millennials, and Gen Z, tailoring their messaging to different shopper demographics. This diversity helps brands expand their reach across valuable audience segments. 

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