Mom’s Nite Out 2012
COLUMBIA CENTER
MAY 10th, 2012
“tell Dad he’s on duty! celebrate Motherhood with Columbia Center”
Mall Traffic and Publicity
Mall Traffic Recap
Estimated traffic count: ~800 How many surveys were secured: 18 Discuss Mall traffic before, during, and after
the event: – BEFORE: slow for a Thursday, but large lines
for our ‘Swag Bag’ started to develop just before 4:30
– DURING: Consistent growth, with attendees coming and going from the concert/food area to shop. Completely died down by 7:30 (presume Mom’s had to get home for bedtimes)
– AFTER: slightly above average weekday evening traffic
Mall Publicity Recap
MENTION:– Good Morning Northwest! [TV]– KEPR KIMA [TV] (News Anchor was model in runway show)– 102.7 KORD (country music radio – Townsquare Media. Local
singer MNO performer did on-air interview, mentioned event)– GalTime.com– HappyMoneySaver.com
COVERAGE:– KVEW (ABC Affiliate) (B-Roll of concert, attendees, and Speed
Makeover winner).
Retailer Participation
Retailer FeedbackRetailer Comments
The Body Shop: Mother’s Day gift set deals + hand massages + lotion sample in mall swag bag - “It was like Christmas [traffic]!”
Lane Bryant: Bra Fit event - “We doubled our sales for the day within two hours. Much better quality traffic than last year. Big two-thumbs up to [the mall]!”
Sephora (inside JC Penney): - Makeup station center court of mall + mall swag bag sample inclusion - “Much better than last year. Everyone was buying! Loved how it was an actual ‘event [i.e. concert], not just tabling throughout mall. Want to do every event coming up with the mall!”
Regis: “Did not realize it’d be as big as it was. We ran out of our gift bags/coupons within an hour! Have not seen any coupons come back yet.”
Gymboree: Gymboree: Coupon in mall Swag Bag - - ““Our business that weekend was really great, which I think had a lot to do with MNO. Saw a lot of people that night that we do not normally see in our store.”
ULTA Beauty:ULTA Beauty: Dry hair styling / makeup touch-ups in mall - “Excellent experience. Glad [you] pushed us to do it. We booked many salon and Brow Bar appointments for ladies that did not even know we had such services.”
Apricot Lane:Apricot Lane: 25% off in-store, and mall Runway Show - “High traffic for the rest of the night directly after our fashion show! Thank [you]!”
Hi-Tek NailsHi-Tek Nails: Mini-manicures on mall +20% off - “It was good. Had more customers than normal for a Thursday evening, they came in for our discount.”
Mizu Sushi & Roll:Mizu Sushi & Roll: Sushi sampling at mall center court/concert area – “Glad to be part of event. Many sampled our foods that have yet to eat at our restaurant.”
Twigs Bistro & Martini Bar:Twigs Bistro & Martini Bar: ‘Mocktails’ (non-alcoholic ‘lemon drops’) samples and gourmet doughnuts – “So popular we ran out half way through!”
Social MediaSocial Media Recap
Driver to mall Facebook page: hired professional photographer and had ‘Step & Repeat’ logoed backdrop printed for Mom’s & friends photos. Made boucneback tags, which photographer handed out to anyone that had their photo taken, stating “find your photo tonight on facebook.com/columbiacenter. Photographer went home immediately and edited/logoed/uploaded. Traffic that night and the following day/week SKYROCKETED our ‘reach’ numbers!
– This element of the event was VERY popular / well received!
Speed Makeover – ‘Fashion Friday’ YouTube Video
BEFORE:
AFTER!
Social Media One random Mom in attendance was chosen out of the crowds for a full ‘Speed Makeover’ [on camera]
with Columbia Center’s DMBD!
In 1.5 hrs they found a full outfit, +shoes, +accessories, +new hair style, and makeup around the mall!
Winner was also interviewed by
local news station in attendance,
AND walked the runway!
Video was posted the following day on YouTube / Facebook as mall’s ‘Fashion Friday’ special segment.
http://youtu.be/2drWLTzPZmM
DIGITAL: TEXT 2 WIN
“TEXT ‘FLOWER’ to 74666! Four lucky Mom’s will win one of these beautiful Azalea bushes!”