Advertising in shopping centres

Advertising in a shopping center allows a brand to come into close contact with potential customers. The flows of people who visit shopping malls daily are represented by active consumers who are close to buying and who interact directly with the brand thanks to advertising.

Spada Media Group also supports the customer by organizing temporary or permanent exhibitions within the spaces of the shopping center, offering a complete service: from the graphic design, creation of the display materials, up to the stand set-up.

There are two types of campaigns that can be activated within a shopping center:

  • Last Mile, with advertising billboards in various formats within the center.
  • Exhibition by creating a promotional stand to present the brand or products.

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    Exhibitions in shopping centres

    Exhibitions in shopping centers have the ability to attract the attention of large flows of people: an exhibition stand can in fact allow the public to get to know the product in depth, thanks to the interaction with hostesses and stuart, also giving the possibility to touch it with hand and know its main features. Furthermore, this activity is able to involve a truly interested public and therefore lead to the collection of profiled and target contacts.

    Spada Media Group follows the customer in all phases of the project, from logistics to relations with various structures, also providing any advice on the design of the stand and on its construction and installation.



    Last Mile Advertising

    The term Last Mile Advertising indicates all those advertising campaigns carried out in situ at shopping centers.

    The goal of the last mile is to increase the conversion of consumers by motivating them to buy.

    Accompanying the consumer inside the shopping center through signs, text on the pavement, totems, posters and billboards, are all strategies that are part of the marketing methodologies that have the greatest effectiveness on sales.

    Spada Media Group through a specialized team develops last mile advertising, tailoring it to the client’s objectives.

    Do you want to make your brand known in Italy?

    Contact us to activate your advertising campaign in shopping centers.

    Average monthly and weekly data about turnout in shopping centers

    Data about turnout in Lombardy main shopping centers

    Phases of the project

    1. Shopping centre selection

    Once the brief is received from the customer, an analysis of shopping centers in the area in which they are interested is carried out, verifying those that have the greatest flow of visitors and that are strategic for the customer.

    Timing: 1/3 working days (depending on the complexity of the brief, national or local)

    2. Media plan setting

    Once the shopping centers and the type of activity to be carried out have been selected, a media plan is defined with the timing of each exhibition, checking the availability of individual centers.

    Timing: 3/5 working days (based on the complexity of the project)


    3. Design of the stand project and/or last mile formats

    Once the shopping centers for the exhibition activity have been identified, the project for the construction of the stand (set-up, materials, colors, gadgets, etc.) is defined together with the customer in order to optimize the available exhibition space; the staff (hostess/stewart) is selected to supervise. In case of a last mile planning, the most suitable formats are selected and graphically designed to increase the effectiveness of the campaign.

    Timing: 5/10 working days (to be confirmed based on the complexity of the project)


    4. Stand setting up and start of business

    According to the agreed timing, the fittings are produced and installed in the selected shopping center. The staff selected by the customer for the promotion is also involved with a specific briefing on the product to communicate. In exhibition activities, the presence on site of a direct customer reference is recommended, to support the staff present.

    Timing: the day before the scheduled start (based on the type of project)

    5. Stand dismantling and reporting

    At the end of the agreed exhibition period, the stand is dismantled and the materials owned by the customer are returned. Finally, a report is sent that includes the photographic service of the exhibition as proof of the overall activity and some data, if available, on the progress of the activity (e.g. number of leads collected, feedback on hostess/steward, etc.).

    Timing: 5 working days (to be confirmed based on the complexity of the project)


    Staff employed

    • Account Manager: he is the reference figure for the customer and is responsible for managing all the operational phases necessary for the start of an exhibition activity, acting as an intermediary between the customer / commercial area / media agency specialist.
    • Media Specialist: is a specialist who deals with the planning of advertising activities in shopping centers and maintains direct relationships with media agencies.
    • Logistics/Set-up Operators: from an operational point of view they design and implement the set-up of the exhibition spaces.

    Plus of the service

    • Great expertise in the sector: over the years Spada Media Group has gained the necessary experience to better plan advertising campaigns and exhibitions, thanks to direct contact with the various shopping centers.
    • Cost reduction: significantly lower than other traditional communication channels (billboards, press, etc.).
    • Increased visibility and notoriety of the company: shopping centers are frequented daily by thousands of visitors, already inclined to purchase, reaching an annual turnout that exceeds – in the largest centers – even 10 million visitors.

    Why choose Spada Media Group

    • Single agency for cross-media campaigns
    • Creation of off-site and on-site strategies aimed at specific objectives
    • Consultative approach with a focus on digital marketing
    • Constant monitoring of campaign performance
    • Dedicated team of digital communication specialists
    • Training and continuous updating
    • Google Premier Partner Certification
    • Accredited Professional Bing Ads
    • Facebook and Linkedin Marketing Partner
    • Prestashop Partner Agency
    • Mailup Partner

    Spada Media Group, over the years has gained the necessary experience to better plan advertising in shopping centers and exhibitions with stewards and hostesses. The Agency offers various collaborations with the main shopping centers especially in the Milan area: Centro Sarca, Carugate’s Carosello, Vimercate’s Torri Bianche, Busango’s Globo, Milan-Assago’s Fiordaliso, Milan-Fiera’s Il Portello, Bicocca Village, Il Vulcano, Vimodrone’s Auchan, Vignate Aquarium, Villasanta’s Il Gigante, Brugherio’s Bennet, Brianza Center of Paderno Dugnano, Monza’s Auchan, Piazza Lodi of Milan etc.

    Find out more about other types of billboards on which it is possible to carry out an advertising campaign.