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2016/17
YOUR GUIDE TO CENTRE MARKETING
THE YEAR AHEAD IN MARKETING
We are pleased to present the
marketing calendar and our
retail marketing opportunities for
the next 12 months. Marketing
activities are a valuable method
of generating sales and customer
traffic to the centre and more
specifically to your store. Without
your involvement and participation
the centre just becomes another
collection of shops.
We invite you to take advantage of
the proposed marketing activities
outlined in this calendar by aligning
with the centre activities where
possible. Further details will be
communicated to your store
in the lead up to the proposed
campaigns.
We look forward to working closely
with you.
Australia Fair Marketing Team
NEW DIRECTION
As the centre is about to commence the first stage of redevelopment, now is the time
to celebrate a new direction for Australia Fair. The objective of the new brand is to
establish Australia Fair as a progressive shopping centre and a future key destination for
locals and visitors.
The new brand direction is simple yet flexible, which can be used in a variety of ways
to keep current and provide longevity. The strong iconic representation will ensure that
the centre is noticed through every communication. The possibilities with the new look
are endless and can be adapted depending on the message. As the triangle icon is so
strong it can be easily adapted to each collateral item.
The new brand is unique to Australia Fair and allows consistency without restraint.
The brand experience is artistic, playful, professional and contemporary.
2016/17OPPORTUNITIES
G RO U N D F LO O R S C A R B O RO U G H S T M A L L U P G R A D E
U P G R A D E D A M E N I T I E S A D JAC E N T TO M I S T E R M I N I T
N E W FO R M AT CO L E S E V E N T C I N E M AS R E C E N T LY U P G R A D E D
AUSTRALIA FAIR GIFT CARDS
Gift Cards are available at the Customer Service Desk and are redeemable within all stores. Gift Cards are a great way to increase sales and encourage repeat visitations from your customers. To find out more information about our gift cards, please visit the Customer Service Desk.
Gift Card
CUSTOMER SERVICE
Australia Fair’s Customer Service Desk is available 7 days a week with services including:• Information and collection point
for centre events, promotions and competitions
• Lost and Found• Hire of Equipment including wheelchairs
and scooters• Australia Fair Gift Card Sales• Customer queries and feedback
2016/17OPPORTUNITIES
Australia Fair WebsiteOur website is updated regularly with centre and marketing information and is a great way for your store to feature retailer events, sales and promotions. Each retailer has a dedicated page in the stores directory which features contact information, store location and a brief description. Retailers may also wish to set up Facebook and website links.
australiafair.com.au
FacebookFacebook is a cost effective social media tool for retailers to reach a wider audience and create brand awareness. Australia Fair currently has over 10,000 followers on our Facebook page, which we are able to target on your behalf. We can communicate retailer events, sales and promotions on our Facebook page.
facebook.com/AustraliaFair
InstagramInstagram is a great tool used to connect people around the world through eye-catching images and hashtags. Retailers are offered the opportunity to advertise their products on the Australia Fair Instagram page. It is growing daily and currently has over 700 followers. This provides retailers with a visual platform to connect with a wider audience and draw customers to the centre.
instagram.com/australiafair
E-Bulletins Australia Fair has over 3,000 members on our e-bulletin database. An e-bulletin is a great way to communicate upcoming promotions, events and retailer offers and is an effective medium for your store to gain exposure and engage a larger audience.
Loyalty App: Reward MeThis financial year we will be launching our loyalty app “Reward Me”. This is an exciting new marketing tool that rewards customers for visiting and shopping using a unique QR code based system. Customers can earn points to be redeemed against great prizes every time they shop in store. The app also offers many other promotional opportunities including partnering to offer reward prizes, placing exclusive special deals and offering and sending notifications for awesome specials.
Visual MerchandisingRetailers have the opportunity to be involved in our regular visual merchandising displays at no charge. The purpose of these displays is to create top of mind awareness of the centre’s retailers and drive sales and traffic to the individual stores. The displays will be themed accordingly to tie in with key promotional periods and product is generally featured on the mannequins for at least one month. If you would like to be considered for this service please notify the Marketing department.
In-Centre SignageOur poster stands are a great way to promote a store. Signage is rotated on a fortnightly basis, depending on specific retailer and centre promotions although a certain location cannot be guaranteed. We encourage all retailers to provide signage to the Centre Management office for consideration. Sign area measures 1000mm (H) x 750mm (W). For design and printing of posters at competitive prices we highly recommend contacting Advanced Adsignz on 1300 300 608.
Digital WayfindersAustralia Fair will be installing digital wayfinders which will create a new standard for customer experience. Customers will be able to find a store location at the touch of a button regardless of height or ability. The digital wayfinders will provide the perfect platform for the centre to promote activities and individual stores will also have the opportunity to promote their individual campaigns.
Pop Up LeasingAustralia Fair offers a number of pop up leasing sites in prime traffic areas throughout the centre. This is a great way for retailers to increase their brand presence, generate direct sales and promote new products and services. Potential interest can be directed to the pop up leasing manager at Centre Management.
Retailer NewsletterAustralia Fair’s “Retail Mail” is our main communication tool to keep retailers and staff informed of upcoming events and promotions, retailer movements and general information about the centre. The newsletter is delivered to your store on a monthly basis and via our retailer database.
Staff Discount OffersStaff are one of Australia Fair’s key customers. If you wish to offer a discount and/or incentive or change your current offer, please contact the marketing department. Staff discount offers are available at the Customer Service Desk and are updated on a bi-monthly basis.
Senior DiscountsThe seniors market is also another key customer for Australia Fair. Retailers are invited to offer our seniors a discount or offer. Seniors will be encouraged to collect discount offers at the Customer Service desk upon presentation of their Queensland Government Seniors or Carers Card. The offers will be updated on a 6 monthly basis.
2016/172016/17 MARKETING CALENDAR
SUN MON TUE WED THU FRI SAT
1 23 4 5 6 7 8 910 11 12 13 14 15 16
17 18 19 20 21 22 23
24 25 26 27 28 29 30
31
JULY 2016 JANUARY 2017SEPTEMBER 2016 MARCH 2017NOVEMBER 2016 MAY 2017
AUGUST 2016 FEBRUARY 2017OCTOBER 2016 APRIL 2017DECEMBER 2016 JUNE 2017
27 June – 2 July: School Holiday Activation Week 1
2 & 3 July: Gold Coast Airport Marathon (Broadwater Parklands)
4 July – 8 July: School Holiday Activation Week 2
11 July: School Resumes
VM Themed Displays
Social Media Campaign
Loyalty App Launch
1 January: New Year’s Day (Public Holiday)
2 January: Additional Public Holiday
9 – 13 Jan: School Holiday Activation Week 1
16 – 20 Jan: School Holiday Activation Week 2
23 January: School resumes
26 January: Australia Day (Public Holiday)
28 January: Chinese New Year’s Day Celebration
VM Themed Displays
Social Media Campaign
Loyalty App Promotion
4 September: Father’s Day
19 – 23 Sept: School Holiday Activation Week 1
26 – 30 Sept: School Holiday Activation Week 2
Father’s Day Campaign
VM Themed Displays
Social Media Campaign
Loyalty App Promotion
Fashion Campaign
Community Cultural Activation
VM Themed Displays
Social Media Campaign
Loyalty App Promotion
Community Cultural Activation
1 November: Melbourne Cup
VM Themed Displays
Social Media Campaign
Loyalty App Promotion
Cultural Community Activation
Install Christmas Decorations
Foodbank Community Campaign
14 May: Mother’s Day
Mother’s Day Campaign
VM Themed Displays
Social Media Campaign
Loyalty App Promotion
Fashion Campaign
26 August: Gold Coast Show (Public Holiday)
Father’s Day Advertising Campaign
VM Themed Displays
Social Media Campaign
Loyalty App Promotion
Community Newsletter
14 February: Valentine’s Day
VM Themed Displays
Social Media Campaign
Loyalty App Promotion
Valentine’s Day Campaign
Community Newsletter
3 October: Queen’s Birthday (Public Holiday)
4 October: School Resumes
31 October: Halloween
VM Themed Displays
Social Media Campaign
Loyalty App Promotion
Halloween Campaign
Community Newsletter
3 – 7 April: School Holiday Activation Week 1
10 – 15 April: School Holiday Activation Week 2
14, 15, 16, 17 April: Easter Public Holidays
18 April: School Resumes
25 April: Anzac Day Public Holiday (CLOSED)
VM Themed Displays
Social Media Campaign
Loyalty App Promotion
Fashion Campaign
Community Newsletter
25 December: Christmas Day (CLOSED)
26 December: Boxing Day
27 December: Additional Public Holiday
VM Themed Displays
Social Media Campaign
Loyalty App Promotion
Christmas Campaign
Foodbank Community Campaign
Post-Christmas Sale Campaign
Community Newsletter
26 – 30 June: School Holiday Activation Week 1
VM Themed Displays
Social Media Campaign
Loyalty App Promotion
Community Newsletter
SUN MON TUE WED THU FRI SAT
1 2 3 4 5 67 8 9 10 11 12 1314 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29 30 31
SUN MON TUE WED THU FRI SAT
1 2 34 5 6 7 8 9 1011 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30
SUN MON TUE WED THU FRI SAT
12 3 4 5 6 7 89 10 11 12 13 14 15
16 17 18 19 20 21 22
23 24 25 26 27 28 29
30 31
SUN MON TUE WED THU FRI SAT
12 3 4 5 6 7 89 10 11 12 13 14 15
16 17 18 19 20 21 22
23 24 25 26 27 28 29
30
SUN MON TUE WED THU FRI SAT
1 2 3 4 56 7 8 9 10 11 1213 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30
SUN MON TUE WED THU FRI SAT
1 2 34 5 6 7 8 9 1011 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30 31
SUN MON TUE WED THU FRI SAT
1 2 34 5 6 7 8 9 1011 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30
SUN MON TUE WED THU FRI SAT
1 2 3 4 5 6 78 9 10 11 12 13 1415 16 17 18 19 20 21
22 23 24 25 26 27 28
29 30 31
SUN MON TUE WED THU FRI SAT
1 2 3 45 6 7 8 9 10 1112 13 14 15 16 17 18
19 20 21 22 23 24 25
26 27 28
School Holidays Public Holidays
SUN MON TUE WED THU FRI SAT
1 2 3 45 6 7 8 9 10 1112 13 14 15 16 17 18
19 20 21 22 23 24 25
26 27 28 29 30 31
SUN MON TUE WED THU FRI SAT
1 2 3 4 5 67 8 9 10 11 12 1314 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29 30 31
2016/17IMPORTANT CONTACT PHONE NUMBERS:
Australia Fair Centre Management:
5556 6600
Australia Fair Customer Service:
5556 6633
Security:
0438 452 248
Police Beat:
5558 6755
Disclaimer: The 2016/17 Marketing Calendar and Retailer Opportunities are produced for the retailers of Australia Fair Shopping Centre. The proposed campaigns are to be used as a guide
and could be subject to change. Please consult with Australia Fair Marketing Department to verify individual marketing activities.