Simon Brand Ventures Makes the Mall Enthrall
Nov 2, 2007
If the malls of America have truly replaced the town square as the community gathering place, then companies like Simon Property Group can take some of the credit for it. Simon Brand Ventures, the marketing arm of Simon Property Group, which operates a franchise of shopping centers nationwide, crafts consumer experiences that transcend mere shopping. And considering there are more than 2.8 million annual visits to Simon Malls, Simon Brand Ventures has the opportunity to influence an army of consumers.
Stewart Stockdale, president of Simon Brand Ventures, champions the positive impact that experiential marketing can have on a consumer. "Creating memorable experiences at Simon Malls is key to our success in establishing our competitive advantage," he asserts. "Our ability to deliver a customer who is engaged in more than just shopping—one who is also receptive to new ideas, brands and experiences for their particular stage in life—will differentiate our brands and the brands that choose to partner with us."
By using direct sales and encouraging their retailers to participate in events, Simon Brand Ventures' implementation of experiential marketing initiatives has altered the landscape of the American mall. Consider the Simon DTour Live® campaign, which turns malls into concert halls. Already in its fifth year, this program provides the teen/tween demographic with an interactive opportunity to see some of today's rising pop stars, while simultaneously introducing this consumer group to the hottest retail and consumer brands through interactive games, giveaways and prizes. Some of the artists on the Simon DTour Live circuit include Plain White T's, Brooke Hogan, Ashlee Simpson and Ryan Cabrera. In 2007, the program generated 200 million media impressions, through both paid and unpaid media.
With each event, Simon Brand Ventures creates a specific message to target a particular audience market segment that is coveted by Simon retailers. Another example of this type of campaign is the Simon Kidgits Club, which targets children ages 3 to 8 in over 100 Simon Malls throughout the U.S. Through this club, Simon creates a yearlong lineup of activities just for kids, targeting health and wellness, education, safety and entertainment. The Simon Kidgits Club is designed to reinforce the mall as a family destination and engage Simon retailers and sponsors who want to reach moms and kids in a fun, family friendly environment, according to Stockdale. To date, the Simon Kidgits Club has enrolled more than 750,000 members.
As is demonstrated by its many successful events, Simon Brand Ventures considers experiential marketing to be a critical tool in helping them to make a personal connection with millions of consumers. "We have created an environment where people want to go and spend time—certainly to shop, but also to eat, to be entertained, and to have new experiences," said Stockdale. If the shopping malls of America are a blank canvas, then Simon Brand Ventures has applied its artistry to transform it into a powerful "medium" indeed.
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