Measuring Marketing

In our recent survey of shopping centre managers, we found that 80% of shopping centres were commissioning advertising to promote themselves. What surprised us was that only 50% of shopping centres were measuring how effective their advertising was.

Marketing budgets can be enormous, with huge TV ad campaigns, but without market research it is impossible to tell if your message is getting to the right people and if it is influencing their behaviour.

Lord Leverhulme famously said, “Half the money I spend on advertising is wasted, and the problem is I do not know which half.” Without this type of feedback on marketing campaigns some shopping centres will never know.

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