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RETAILER NEWSLETTER JUNE 2013

A note from the centre Manager “Exciting things are happening in the Arcade! A few weeks ago, a number of ‘under offer’ signs mysteriously appeared in the windows of some of the void units within the Arcade. Ever since, the Arcade has come alive with activity. Shop fitters have been in and out, the sound of drills and hammers has bustled down the mall, the smell of paint and varnish has tickled our noses and new faces have appeared. Tongues have been wagging and ears have picked up the whispers – none of which we can confirm just yet, you’ll have to keep your eyes peeled. Sorry!hen all has come to bloom, the Arcade will possess it lowest void rate within the past 5 years. A reason to celebrate we think!” Gay Faulkner Centre Manager

On the Mall

training opportunities

The Mall needs to been shown a bit of love at moment! There has been talk of new seating, planting and ‘frames’ (A-boards) for a while now, but please be assured that we are progressing with this initiative. A concept has been created and is pending sign-off before we can instruct our contractors to build the required furniture. The Mall directory is extremely outdated and will be fully replaced to incorporate the new branding and of course, our new retailers. Similarly, the news board will be updated with actual news this time! So, if you have any exciting developments or events that you simply must rave about, please contact Leigh. On a separate note, we are currently progressing with new signage proposals for the Arcade. We are hoping to get flags/banners fitted at the Colmore Row entrance whilst the Temple Row entrance signage will be spruced up with new lighting.

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n partnership with People 1st, Skillsmart Retail has adapted the WorldHost Frontline Management Solutions Programme for the retail sector. Services include retail master classes, business forums, business development programmes, management and leadership programmes, customer service and selling skills and merchandising and replenishment programmes.As a retailer, you’ll know that many of the above areas are key to running a successful retail business and there is always reason to brush up on your skills or acquire a brand new set. When you consider that these courses are free and can be studied locally (Solihull College) this really is great opportunity to get involved in. For more information see www.nsaforretail. com or contact Gay.

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events

LINDT BIG EGG HUNT

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n February this year, we were part of one of the country’s most exciting and engaging experiential marketing campaigns for Easter 2013. The Lindt Big Egg Hunt campaign was the first of its kind for the Arcade where we played host to a selection of 11 ‘designer’ 3ft tall eggs by international artists such as Alex Harding. Shoppers were given the chance to get up close and personal specially commission pieces which were later auctioned off the charity Action For Children. This partnership was big win for the Arcade in that it enriched the brand and delivered great results with the Centre seeing a heightened footfall of +2% and a rapid improvement in social media statistics. The marketing team boosted their Twitter usage to exploit the campaign which saw Followers and reach increase by +1,360.0%, and +8,129.4% respectively. In addition to this, Lindt supported the activity with television, print and radio advertising giving us some ever valuable PR.

FLATPACK FESTIVAL

YOUR EVENTS

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f you are holding an an event, please do let us know so that we can supplement your social media activity. Please send deatils along with any pictures, videos, promtional material, feedback or anecdotes to leigh.brown@eur.cushwake.com. We are happy to help you spread the word!

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n Thursday 21st March Great Western Arcade hosted the opening gala of Birmingham’s Flatpack Film Festival, with a special screening of the 1923 silent film, Safety Last. The event saw the Arcade transformed into a pop-up cinema for the evening, complete with popcorn, champagne, canapés and a live musical performance of the soundtrack by pianist John Sweeney. Now in its seventh year, Flatpack has established itself as a fixture in the city’s cultural calendar and

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“Had a great evening at Safety Last – timeless humour, great ambience, and such care given to the audience.”

“Enjoyed the film at the start. Beautiful entrance, lovely setting and fantastic film.”

has accrued a reputation amongst those wanting to experience film in imaginative and alternative venues. With an avid following, around half of the audience came from outside the city, presenting us with the opportunity to reach a consumer from the wider surrounding area. As something that is so unique and innovative, thus complimentary of the Arcade, we were enthusiastic about getting involved with such a project. We gained a significant amount of publicity from the event including

features in national press, Birmingham Post, Birmingham Mail, Birmingham Press, Created in Birmingham and BBC Radio WM with presenter Adrian Goldberg attending the evening. We were also featured in 12,000 brochures and 5,000 leaflets as part of Flatpack’s pre-event campaign which also included online interactivity via extensive social media networks. Shortly, we will be meeting up with the Flatpack team to see if there is any scope for more activity.

“Wow! Not something I’m going to forget. The place, the film, the music, the cold! Perfect!” “Safety Last – brilliant! Great setting in the Great Western Arcade & the pianist was just fantastic”

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Social media & web Measuring success

At present, we have 358 fans on Facebook compared to 97 this time last year, that is an increase of +2690% ! We have progressed on this front, but fan growth rate is not the primary measure of success.

Our Facebook engagement increased by 33% between April and May In order to gage real success, we need to increase, track and measure our engagement to determine how much content our fans are actually consuming and sharing.

This is why we have recently revised the format of our posts. We are no longer posting offer after offer, instead we are posting magazine type content. This gives the public a reason to actually like our content in the emotional sense, and as content is more engaging, fans will be more inclined to interact. We also wanted to look at bringing in some order to the posts and so have introduced themed weeks; Food & Drink, Hair & Beauty, Fashion & Jewellery and Art & Design. This should ensure all retailers get their fair share of content and whilst adding value to each post by positioning it alongside similar content. Occasionally, we will put out a post that does not be appear to

be relevant to the Arcade, but it will be relevant to the customer. The customer’s profile extends to far beyond what the Arcade offers, so we can enrich our brand and online content by something as simple as association. By including this content we are positioning ourselves to have things in common so that we have more personal appeal.

Our Facebook audience is 74% female, with the almost half being aged 25 - 34 As ever, if you have any content you’d like us to include on our page, please get in contact with Leigh.

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