Malls Use Social Media to Reach Shoppers

Jones Lang LaSalle is looking to add a few friends to its Facebook page. The real estate giant has launched a social media campaign for 22 of its malls using Facebook and Twitter. Messages on the platforms will send shoppers updates on special promotions, events and sales.
The social media campaign has been rolled out for 13 of Jones Lang LaSalle’s malls, and will be introduced in nine more by year’s end. The work is intended to give consumers a direct line to their local malls and the individual retailers in each, with insider information that might not be otherwise promoted in traditional advertising outlets.
For example, retailer Body Central at the Village Mall in Auburn, Ala., recently promoted the fact that it has put up a wall of Auburn-themed merchandise in time for the start of the college football season.
“Back-to-school and holiday 2009 are more critical than they’ve ever been for the retail industry,” said Greg Maloney, president and CEO of Jones Lang LaSalle Retail, in a statement. “We know that by engaging with our shoppers,
members of the community and even retailers at our own centers, we will be able to increase traffic and give a boost to the entire retail sector.”
The campaign was developed by Dallas-based The Dealey Group, which also coordinated Jones Lang LaSalle’s 2008 “Black Friday” campaign. Last year’s effort asked shoppers to text a keyword when they arrived at the mall to receive updates on holiday deals directly on their phone.