SOCIAL MARKETING & SOCIAL MEDIA
MEMORIAL CITY MALL
BRANDING—WHAT ECONOMIC DOWNTURN? SALES UP 25%
REAL LIFE. REAL SHOPPING.
In 2008, Memorial City Mall was surrounded by General Growth properties. With General Growth in bankruptcy, marketing dollars were limited for their centers. The other primary competitor, just six miles away, was Houston Galleria. Not where everyone wanted to shop during the worst recession in decades. It was not fashionable to be in luxury fashions in 2008 and 2009.
JB&A developed a creative and media strategy to take advantage of the economic downturn. Memorial City Mall is anchored by Macy’s, Dillard’s, Sears, JCPenney and Target. It has an incredible collection of children’s and teen apparel. It is the center where people in Houston “really shop” for everything they need every day. Taking the positioning “Real Life. Real Shopping.” allowed us to combat the Galleria and the big box retailers, where research showed us our customers cross-shopped most often.
To gain market share, broadcast television was used to reach the entire Houston DMA. TV commercials were created that spoke to the families in our market and featured our key stores. We created the perfect balance of the family-friendly, but still fashionable center in our advertising. The results have been phenomenal, especially considering the economic climate. Sales per square foot increased 25% between 2008 and 2011 and were up another 12% in 2012. Based on primary research, the trade area grew by a staggering 41% between 2009 and 2011. And while other centers have shuttered stores, Memorial City Mall has welcomed The Cheesecake Factory, Michael Kors, Pandora, Teavana and Houston’s only American Girl Store.