Value for money benchmarking for the marketing budgets of shopping centres
Issue
To measure the effectiveness of Shopping Centre marketing budgets in order that the client could direct marketing communications to the best target audience.
Solution
The marketing expenditure of the client’s Centre was analysed alongside expenditure from a range of Centres. FSP evaluated this expenditure against the awareness of shoppers in each location.
The relationship between marketing expenditure and shopper awareness was identified.
Individual cases where awareness did not reflect marketing expenditure were investigated and causes for the breakdown in the relationship were examined.
Results
The resulting information allowed FSP to recommend to the client a complete re-allocation of their marketing budget together with a re-consideration of creative communications. The outcome achieved optimal impact across the client’s portfolio.
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