Experiential Exhibit & Event Marketing Strategy For Shopping Center

How our approach & collaboration with Bayer Motus helped the Galleria Dallas earn 3 ICSC Maxi Awards & establish year round profit from recurring exhibits

Home › Case Studies › Experiential Exhibit & Event Marketing Strategy For Shopping Center

About the Project

Implementing a comprehensive marketing strategy for the Galleria Dallas and events.

Anderson Collaborative has worked with the Galleria, BayerMotus, and parent company Trademark Properties since 2020 with efforts centered around the founding and promotion of several recurring experiential exhibit/event series.

These events have included Santaland, SNOWDAY, and POP! as well as spin off events/exhibits at the Galleria & other Trademark Properties such as Bridgewater Commons in New Jersey. We continue to serve as their agency on retainer and utilize a variety of 360 marketing tactics to drive awareness, ticket sales, and foot traffic to the mall and these exhibits.

As a result of our combined efforts, Galleria Dallas brought home three 2022 Innovating Commerce Serving Communities MAXI Awards: two for SNOWDAY/SANTALAND and one for POP.

Client:

Galleria Malls

Product:

Experiential Events

Services:

Marketing Consultation, Strategic Planning, Full Service Media Planning & Buying, Photo & Video Production, Creative Design, Public Relations, Market Research, Programmatic Display Advertising, Reporting & Analytics, Conversion Rate Optimization, 360 Growth Marketing & Advertising Services

Challenges including driving foot traffic, ticket sales, and local awareness

Our task involved boosting awareness, foot traffic, and ticket sales for Galleria Dallas and its recurring events like Santaland, SNOWDAY, and POP!. We needed to implement diverse marketing approaches while ensuring a strong return on investment

a mix of traditional and digital advertising strategies to drive ticket sales and local recognition

We designed an award-winning website and executed successful public relations campaigns. Our digital advertising consistently delivered a 5x+ return on investment, and our out-of-home strategies amplified brand visibility.

For the POP! summer exhibit, we employed a multifaceted approach, involving media procurement, public relations, and digital advertising, resulting in substantial clicks, impressions, shares, and an impressive 5x overall return on ad spend.

Results Summarized:

For SNOWDAY/SANTALAND we utilized a combination of traditional/digital advertising & marketing strategies to drive ticket sales, local awareness, and location visits.

Our website design for the exhibit received an award from DesignRush and was featured in their article, “10 Best Community Website Designs That Bring People Together.”

Our digital advertising strategy over the course of the last 3 years has provided consistent 5x+ returns. In 2021, our paid media efforts culminated in $626,130 in revenue from last-click attribution.

Furthermore, our out-of-home advertising strategy has produced great awareness for the brand with both digital/static billboards lining the tollway that leads directly to the Galleria Mall.

The Galleria’s summer exhibit, POP! (also at Bridgewater Commons) comes from the same creators as SNOWDAY, BayerMotus. Anderson Collaborative’s media buying and planning team as well as our public relations team (headed up by publicist Kristen Skladd) lead the charge for customer acquisition. Our press release was picked up by 100+ mainstream outlets and ten or so news stations came to film on location. Our digital paid media produced 160k clicks, 6 million impressions, 15k shares, and a 5x overall ROAS with just $50k spent. Our out-of-home efforts included digital billboards along the toll road on the way to the galleria.