31 SOCIAL MEDIA Case study 2


Driving business to Hempstead Valley


Hempstead Valley shopping centre in Gillingham, Kent, uses email as part of its overall marketing strategy and has found that emailing helps drive business. Centre marketing manager, Su Button. recognises that emailing is not the e-marketing choice for every centre, but believes Hempstead Valley is reaching out to customers in every possible way. And, what’s more, it’s getting real results. “We have our website (www.heampsteadvalley.com) and we


Case study 1 The quays to emailing


When Gloucester Quays recorded its highest-ever footfall over Christmas and New Year, it was, in no small part, due to an email campaign. The centre clocked up increases in footfall (7.9 percent) and in sales (6.5 per cent) with restaurants showing up to 39 per cent increase in custom. “Our proposition, ‘Gloucester Quays, always gives you more’,


was carefully targeted across the region using a completely integrated mix of online and offline communications,” said Stephen Fox, Managing Director of integrated creative marketing agency Fox Kalomaski Crossing which handles the centre’s marketing. “In 2011 we had an unproven database with concerns over


relevance as most data was collected at a launch event via competitions and promotions,” Fox, whose clients also include The Peel Group, Bahamas Tourist Board, Proctor & Gamble, Old Spice, Papa Johns and Merlin Entertainments, said. “The original database was cleansed and de-duped. Through an on-going programme of emails, purchase of matched lists and recommend-a-friend initiatives, competitions and incentives, we have increased the email database by 100 per cent.” Fox says that email is a staple and very powerful marketing tool when delivered correctly. “For the first Gloucester Quays Food Festival held in July 2011 – 26 per cent of all ticket sales were attributed to our email campaign and over 3,600 individuals downloaded our Christmas vouchers indicating that offers are motivating. We have high click through rates and excellent levels of retention. This clearly demonstrates that our base is relevant, engaged and responsive, giving us an extremely positive platform for 2012.”


hold regular competitions and collect customer data through an opt-in on that,” says Button, a multi-winner of BCSC’s Purple Apple marketing awards. “In addition we still run competitions in the centre for customers to fill out a ‘traditional’ paper format competition form. We had a Christmas gift competition that resulted in 700 people who opted into the database. We also ran a competition via Heart FM which drove people online to their website and then to our website and that drove another 500 email addresses.” Button outsources emailing to specialist agency Chalk


& Ward to process applications and for marketing campaign e-shots. Hempstead Valley also has a Facebook account linked to Twitter. She also uses traditional poster, newspaper and radio advertising /promotions. “One of the benefits of e-marketing is that we are given


a report which shows how many e-shots were sent and then opened, bounced back, were treated as spam and click through rates to our website,” she says. “It’s a way you can measure the effectiveness of an e-marketing campaign.” Button says it’s worked for many of the centre’s 51 retailers. “The retailers are very supportive of what we do and we also


support them with individual offers,” Button said. “We’re about what works – digital or otherwise - to both reach out to the community and get them to respond.”


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