Each year the largest retail real estate organization, ICSC, recognizes innovative marketing events, programs and technology that add value to shopping centers and retail industry with the MAXI Awards. This year JLL’s retail marketing team took home two MAXI Gold awards for the following entries:
Traditional B2B Marketing – All Aboard: Dealmakers Dining Car:
This B2B initiative was designed to address multiple challenges JLL Retail had with its ICSC exhibit space and food program, including growing costs, feeding people who were not clients and a lack of opportunity to feature retail services and clients or further the retail brand. The efforts successfully redesigned a nearly unusable narrow booth area to resemble a train dining car, with areas to showcase clients and services. A custom-designed reservation app controlled traffic and food costs and featured real-time ordering. Diners were limited to JLL employees dining with clients, which resulted in personalized service, enhancing the overall client experience.
Traditional Cause-Related Marketing – Branson Landing’s School Shoes for Kids:
With Branson being a nine-month tourist destination, the majority of jobs are those in the service and hospitality industry, paying minimum wage, providing no insurance or benefits and in mid-December, employees are typically laid off until Spring Break or later. Several counselors working within the community school systems informed the center that students were either coming to school without shoes or with shoes that did not fit; they estimated that there was a need for 1,600+ pairs of new shoes. The team pulled together a media and promotional partner with six Branson Landing shoe retailers and Branson Landing’s School Shoes for Kids was born.