Mall-specific broadsheet, a new but old way to drive feet-to-mall.

Lemok Group
Sep 3, 2018 · 2 min read

Many marketers fall into the trap of believing that the birth of digital has somehow diminished the importance of some traditional marketing tactics. But this is far from the truth — the trick is finding a way of bringing traditional to life through digital — there is magic when there’s convergence of the two.

Traditionally, broadsheets are a tactic often used by retailers. To much success even. But very few shopping centres have considered the use of mall-specific broadsheets. With limited marketing budgets, the best thing you can do is streamline where you spend money; spend on tactics that yield (a) ROI but (b) direct audience reach.

Mass reach avenues like social media do work but nothing beats creating tactics that are both practical and personal to your audience.

Why must your shopping centre consider broadsheets?

  • Footfall drive — broadsheets provide audiences with the ability to compare “specials” and this is hugely why this works for township and/or rural markets as it helps them do their grocery shopping and plan budgets.
  • Newly-defined retailer partnerships — retailers, such as Pick n Pay & Shoprite, spend millions of Rands on broadsheets distributed through newspapers such as Daily Sun. Should your centre build a formidable ‘community’ around your broadsheets, this may create newly-defined partnerships with your tenants and possibly add to your marketing budget (great news, isn’t it?).
  • Cost-effective — based on projects we’ve quoted for some of our clients, 5000 4-page broadsheets can cost between R8-R12 per broadsheet. This includes design work and distribution (via promoters).

We hope this has shed some light and you will consider this for your centres.

We have to also put it on record that as much as this works extremely well for township and rural markets, it does not mean it will not work for other markets. The only thing you need to consider is market dynamics informing decisions, such as the choice between printing the broadsheet versus a digital version.

Written by

Township-based group of companies. www.lemokgroup.co.za

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