Why Don’t Malls and Developments Get a Bigger Piece of the Sponsorship Pie?
Posted: 6/9/2009 10:25:01 AM by
Diane Knoepke | with 0 comments
We don’t play favorites here at IEG – we believe that whatever property has the best ROI-driving solution for a sponsor is the one that should get the deal. But on about a quarterly basis, an IEGer will scratch her head and ask, “but really now, why don’t shopping malls and developments get a bigger piece of the sponsorship pie?” It’s my turn.
When you look at the tangible aspects of mall sponsorship—the foot traffic (I visited a mall in Hong Kong last year that gets millions of visitors every week), the media and signage, the sampling opportunities—malls stack up very well to sports and other entertainment opportunities.
So what about the intangibles? That’s what it’s all about, right? The passion points probably are not there, at least not in the diehard-fan way we associate with causes and sports. But the ability to activate and the commercial-friendliness of the environment certainly make them more than competitive. With last month’s talk of Permission Marketing’s (Godin) 10th anniversary in mind, aren’t malls valuable real estate? Shoppers have opted in for a browsing/buying experience, all sponsors have to do is make their offering worth their attention.
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Filed under: selling, malls/developments