For an outlet mall, a great business model doesn't guarantee solid revenues.
But by creating a strong marketing strategy, you undergird your connection to your base. When viewed from this perspective, marketing becomes a customer engagement concern in a outlet mall's planning process.
Managing Negative Publicity
Not sure how to handle negative PR? You're not alone. It's a probably faced by many outlet malls. But the time to address your response to negative publicity is before it happens. If you wait until a crisis hits, it's already too late to control the message. At Gaebler, we advise our business partners to have an updated crisis response plan in place at all times. Mailing list providers can also provide quick access to accurate mailing lists, an important consideration if your crisis response plan contains a direct mail component.
The PR and marketing community has embraced technology with open arms, transforming basic marketing concepts into sophisticated, tech-driven systems and solutions. The consequence for outlet malls tends to be a search for news to leverage technology to scale up the organization's promotional firepower. Despite the initial cost associated with many technological solutions, the long-term payoff for the right technologies almost always outweighs the upfront expense.
Will Rogers said, "You can lead a horse to water, but you can't make him drink. However, you can put salt in his food." That's kind of how viral marketing works. By including viral elements in a campaign for an outlet mall, there are no guarantees your efforts will be rewarded. But despite the risk, viral marketers can influence the likelihood of success. Product giveaways, community-building, online discussion channels, and other techniques may not guarantee that your products will go viral -- but they definitely improve the odds.
We would like to share these additional resources with you.
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