Retail marketing often comes with its set of challenges, especially when it comes to mixed-use development properties. In order to meet their needs, the approach you might take for a single retail property would have to change significantly.
Since you would be marketing the whole property rather than just the individual retailers and restaurants in it, it’s essential to find new ways to attract shoppers.
LET’S HAVE A CLOSER LOOK AT THE UNIQUE NEEDS OF MIXED-USE DEVELOPMENT PROPERTIES IN RETAIL AND RESTAURANT MARKETING:
Building a Community: Marketing a mixed-use development property largely leans on creating a sense of community. That will be one of the main motivators for the guests to want to experience the space.
When it comes to building a community, nothing does a better job than organizing various events to help people bond. You can encourage more engagement from the locals by supporting events such as:
- Holiday parties
- Fundraisers for local charities
- Outdoor markets
- Movie nights
- Local school events
- Family nights
If done effectively, this approach should result in a tight-knit community around the property.
Appealing to a Certain Lifestyle: Even the most stunning property won’t be profitable if the retailers and restaurants aren’t a good match for the lifestyle of the local community. It’s up to marketing to show the locals that they can find their desired amenities in a single space.
Sometimes that might mean highlighting a specific aspect of the property more than the others, depending on the prevalent lifestyle. In other words, the mixed-use development property should have an identity, a compelling story for the shoppers and diners it exists for.
A good way of defining it is using influencer marketing. Find a suitable person with a good local following that would align with the message you’re trying to send. Have them shop around or dine in one of the restaurants, and promote the property to their followers. If you’ve done your research well and their followers fit your target demographic, this one step can make a huge difference.
Don’t neglect creating a story for the space and defining the demographic that story would appeal to. If it’s a wealthy neighborhood, it might be good to highlight the high-end retailers and restaurants in marketing. But to create a story, you could market it as a space for busy, wealthy families to reconnect over some great food or retail therapy. It’s all about giving people a compelling reason to visit.
Key Takeaways: Both the retail and restaurant business thrives on people, so this is precisely what marketing should focus on in mixed-use development properties. To achieve the desired results, marketing needs to ensure that it’s creating a sense of community and appealing to the lifestyle of the neighborhood.
Highlighting the right amenities and organizing different events in places where people can gather are some of the ways to establish a mixed-use development property as one of the central points in the everyday lives of the residents.
At MCA Group, we focus on helping clients in retail and hospitality foster superb community relations and run successful marketing campaigns. Don’t hesitate to contact us and see what we can do for you — we’d be delighted to help.