According to Direct Selling Australia, in 2017 its member companies achieved $1.38 billion (AUD) in annual sales – that’s huge! Businesses choose to include face-to-face selling in their marketing strategies because it’s a great way to acquire new customers, generate sales, and maximise brand exposure.
If your company is considering including direct selling into its marketing mix, then you’re going to need to get up to speed on casual mall leasing too. Lucky for you, the team at Indigo8 Corporate Services has done all of the hard work for you! Here, we point out some things to consider before booking promotional spaces.
What’s your strategy?
Whether you’re booking one kiosk stand or 30, it’s important that you have a well-thought-out strategy. Michelle Alexander Head of Casual Mall Leasing at Indigo8 Corporate Services says: “Understanding our clients’ goals helps us to determine the most cost-effective and well-positioned promotional spaces for them.
“To optimise return on investment from a site, understand the demographics of your target audience and where they’re likely to be found. Knowing this valuable information will help you attract your ideal customers.”
Relationships are key
Michelle and the Indigo8 team have over 20 years of experience in casual mall leasing. She says: “One of the main reasons we’ve been able to successfully activate so many event sites for our clients each week is the existing relationships we’ve forged with thousands of suppliers across Australia.
“From airports and shopping centres to smaller boutique venues, we work with our suppliers to negotiate pricing and secure prime locations on behalf of our clients.
“Another important aspect is ensuring kiosks have been rested and rotated. This is something we actively consult with our suppliers about to ensure the space hasn’t been over-utilised with similar brands, causes, products or services – this can have a huge impact on the success of a campaign.”
Essential campaign elements
Having the right brand ambassadors or sales representatives, point-of-sale equipment, promotional signage and props will make your brand stand out from the competition. Think about the impact you want to make on your customers and what you will need to do that.
Michelle told us that it’s a good idea to consider a few other important things too, such as logistics and storage of equipment, the level of public liability insurance you need, and ensuring you keep in line with the venue’s rules and regulations. This is something we help our clients with and offer advice when managing their casual mall leases.
Indigo8 Corporate Services is dedicated to supporting other companies with all of the behind-the-scenes operations essential to every business. To learn more about how we could work with your brand call us on +61 2 9058 7900 or email enquiries@indigo8services.com.au
Editorial image credit: / Shutterstock.com