Mom’s Nite Out 2012

COLUMBIA CENTER

MAY 10th, 2012

“tell Dad he’s on duty! celebrate Motherhood with Columbia Center”

Mall Traffic and Publicity

Mall Traffic Recap

Estimated traffic count: ~800 How many surveys were secured: 18 Discuss Mall traffic before, during, and after

the event: – BEFORE: slow for a Thursday, but large lines

for our ‘Swag Bag’ started to develop just before 4:30

– DURING: Consistent growth, with attendees coming and going from the concert/food area to shop. Completely died down by 7:30 (presume Mom’s had to get home for bedtimes)

– AFTER: slightly above average weekday evening traffic

Mall Publicity Recap

MENTION:– Good Morning Northwest! [TV]– KEPR KIMA [TV] (News Anchor was model in runway show)– 102.7 KORD (country music radio – Townsquare Media. Local

singer MNO performer did on-air interview, mentioned event)– GalTime.com– HappyMoneySaver.com

COVERAGE:– KVEW (ABC Affiliate) (B-Roll of concert, attendees, and Speed

Makeover winner).

Retailer Participation

Retailer FeedbackRetailer Comments

The Body Shop: Mother’s Day gift set deals + hand massages + lotion sample in mall swag bag - “It was like Christmas [traffic]!”

Lane Bryant: Bra Fit event - “We doubled our sales for the day within two hours. Much better quality traffic than last year. Big two-thumbs up to [the mall]!”

Sephora (inside JC Penney): - Makeup station center court of mall + mall swag bag sample inclusion - “Much better than last year. Everyone was buying! Loved how it was an actual ‘event [i.e. concert], not just tabling throughout mall. Want to do every event coming up with the mall!”

Regis: “Did not realize it’d be as big as it was. We ran out of our gift bags/coupons within an hour! Have not seen any coupons come back yet.”

Gymboree: Gymboree: Coupon in mall Swag Bag - - ““Our business that weekend was really great, which I think had a lot to do with MNO. Saw a lot of people that night that we do not normally see in our store.”

ULTA Beauty:ULTA Beauty: Dry hair styling / makeup touch-ups in mall - “Excellent experience. Glad [you] pushed us to do it. We booked many salon and Brow Bar appointments for ladies that did not even know we had such services.”

Apricot Lane:Apricot Lane: 25% off in-store, and mall Runway Show - “High traffic for the rest of the night directly after our fashion show! Thank [you]!”

Hi-Tek NailsHi-Tek Nails: Mini-manicures on mall +20% off - “It was good. Had more customers than normal for a Thursday evening, they came in for our discount.”

Mizu Sushi & Roll:Mizu Sushi & Roll: Sushi sampling at mall center court/concert area – “Glad to be part of event. Many sampled our foods that have yet to eat at our restaurant.”

Twigs Bistro & Martini Bar:Twigs Bistro & Martini Bar: ‘Mocktails’ (non-alcoholic ‘lemon drops’) samples and gourmet doughnuts – “So popular we ran out half way through!”

Social MediaSocial Media Recap

Driver to mall Facebook page: hired professional photographer and had ‘Step & Repeat’ logoed backdrop printed for Mom’s & friends photos. Made boucneback tags, which photographer handed out to anyone that had their photo taken, stating “find your photo tonight on facebook.com/columbiacenter. Photographer went home immediately and edited/logoed/uploaded. Traffic that night and the following day/week SKYROCKETED our ‘reach’ numbers!

– This element of the event was VERY popular / well received!

Speed Makeover – ‘Fashion Friday’ YouTube Video

BEFORE:

AFTER!

Social Media One random Mom in attendance was chosen out of the crowds for a full ‘Speed Makeover’ [on camera]

with Columbia Center’s DMBD!

In 1.5 hrs they found a full outfit, +shoes, +accessories, +new hair style, and makeup around the mall!

Winner was also interviewed by

local news station in attendance,

AND walked the runway!

Video was posted the following day on YouTube / Facebook as mall’s ‘Fashion Friday’ special segment.

http://youtu.be/2drWLTzPZmM

DIGITAL: TEXT 2 WIN

“TEXT ‘FLOWER’ to 74666! Four lucky Mom’s will win one of these beautiful Azalea bushes!”