The stands in the shopping centers

Welcome back to our blog! In previous articles we talked about marketing campaigns in shopping mall galleries and how to define the target, but today I’ll talk to you about stands in shopping malls.

The choice of the stand is not obvious, several factors must be taken into consideration. Precisely for this reason I decided to dedicate an article – from the series concerning marketing campaigns in shopping centers – to stands in shopping malls.

There is a stand… and a stand

Before talking specifically about stands in shopping centers and how to choose the most suitable one, I thought it would be appropriate to dedicate a few lines to see the types of existing stands. In short, there are four possible structures:

1. stand isola: all sides open;
2. head stand: three open sides;
3. stand corner: two open sides. The advantage consists in the possibility of having greater visibility thanks to the corner position;
4. stand in a row: only one side open and does not allow for great visibility.

How to choose the stand

Now that we have briefly summarized what the types of stands are, let’s find out together what factors to take into consideration before choosing the stands to set up in shopping centers. The choice depends on several factors that we will analyze individually in the next paragraphs.

Target and product

As often happens when planning a marketing activity, it is essential to first of all be clear about the target to which we want to turn if we want to create an effective campaign in the galleries of shopping centers. In fact, knowing the contact person for our communication will give us guidelines to guide us in all the choices that we will have to make later. Not just the target! Obviously, in your evaluation you must also take into account the product. Choose stands that can enhance your product and highlight it.

Position in the tunnel

Also the position in the tunnel it is a factor not to be taken for granted: the stands in shopping centers have a better performance the more they are positioned in the central area or near businesses that have a similar target to yours. Obviously, a key factor in choosing the location is the budget available (a more favorable position will likely have a higher cost) and the target audience (if I am addressing a young audience it may make sense to position yourself in the gallery near video game stores. and trendy clothing, even if perhaps in more secluded areas of the mall).

Desk size

Another important component is given by desk size: if, as already said in relation to the position in the gallery, the budget has a decisive influence on this choice, there is no doubt that a large desk attracts much more attention.
Consider that in addition to the counter, stands in shopping centers can also use other side tools such as brochure or roll-up holder.

Assembly, transport and storage

A final factor not to be underestimated is that linked to logistics:

• how do i transport the stand?
• Who do I have it mounted by?
• When can you mount it? After closing or even when the gallery is open?
• Once set up, can I keep it fixed in place or do I have to take it apart every night?

These are just a few questions you absolutely need to ask yourself before making a final decision on which booth in shopping malls is right for you.
Obviously the costs that these questions imply will affect all the other components we have talked about so far, such as the size of the desk.

If the stand cannot actually remain in position and needs to be dismantled, another important front opens up: where do I keep the stand until the next use? Can I keep it in my office or do I need a warehouse? In both cases the costs increase: in the first case it is necessary to provide for the movement of the stand from the shopping center to the headquarters and vice versa, while in the second I obviously have to take into account the cost of renting the space.

Latest tips

I hope I have helped you to better understand the importance of paying the right attention when choosing how to place a stand in shopping centers.

If thanks to this article you were able to find your way better in the complex world of marketing campaigns in shopping mall galleries, share it with others in order to give him the right visibility too.

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