Selling Shopping Centers

Many malls and large strip centers do group advertising. Some centers assess each merchant an advertising fee based on the square footage of their store. This money is used to pay for advertising which promotes the center and the merchants. To tap into this budget you need to identify who places the advertising. Some large centers actually have a marketing manager, some centers are handled by the general manager and many have a committee of store owners. You need to visit the stores and ask who handles the marketing for the center. If the advertising is handled by a group, try to attend their meeting. Often one merchant is the unofficial "leader of the pack" and has a strong influence over the group. Try to identify and sell this merchant and the others will fall into line.

Keep Smiling, Keep Selling.

Thanks Jim Busch