Archive | June 2013

A-blast’s Mobile Marketing vs. Mobile Web/App Cost-Per-Click

Okay shopping center marketing directors, I get it, I get it!  You like to see numbers, I am numbers dork myself so here you go.

If you read my post on “Shopping Center Marketing: Direct Mail vs. Mobile Marketing”, you now understand direct mail is on its death bed and the ROI on mobile marketing is 8X compared to your beloved coupon books.  

Now you tell me you want to see how a-blast’s compares to other mobile marketing such as Cost-per-Click banner ads inside mobile webpages or apps.  Well, here you go!

For discussion purposes, I am going to use a standard grocery anchored, 30-merchant shopping center.

After 12-months of installation of a-blast’s WiFi & Mobile Marketing Solution, we see an average of:

Opt-in shoppers           = 4,000
Annual visits                 = 32 per opt-in shopper
Total visits                    = 128,000

128,000 SMS messages triggered when shoppers pull into the parking lot for the year.

A-blast Click-Through-Rate is 64%, so 128,000 x .64 = 81,920 Clicks

Cost for 81,920 mobile clicks through a-blast                   = $16,000 (WiFi hardware + fees)

Cost for 81,920 mobile clicks through a mobile ad app    = $49,960 (CPC of $.50)
So, there it is marketing directors!

Ohhh, and almost forgot to mention……..with a-blast, your shoppers get Free WiFi!






What Makes Shopping Center Merchants Happy?

First of all, I applaud all you shopping center marketing directors and GMs that have to endure merchant meetings.

I have attended more than I can count and have figured out one thing.  If the merchants are happy, they don’t show up…..and if they are angry, you better plan for standing room only.    If you want to turn around an angry crowd of merchants, listen-up!

BE INNOVATIVE!  If events have low attendance, try a different type of event.  If direct mail is no longer effective, allocate those funds to social media and/or mobile.  Trust me, the merchants will appreciate the effort.  It amazes me that almost no shopping centers have a mobile website.  Do you realize over 50% of online searches are now made from a mobile device?

Just look around your center and count how many shoppers are engaged with their mobile device.  Then………….ask yourself to define your mobile strategy?  If you answer is, “don’t have one”.  Put out some extra chairs for your next merchant meeting!