Experiential eventing lengthens the consumer’s brand journey

In the competitive world of retail, shopping centres need to provide exposure for their tenants in unique and innovative ways. One such offering is experiential events. Over the last few years, Caxton Magazines has partnered with many shopping centres all over South Africa to offer their readers bespoke retail experiences in an everyday setting. Although shopping centres rely on foot traffic within their catchment areas, it benefits the centre to partner with national glossy magazines that resonate with and speak to their customers.

‘Recently, Caxton Magazines together with magazines from their female interest group: Essentials, Woman & Home and Garden and Home partnered with Eastgate shopping centre,’ added Anton Botes, General Manager at Caxton Magazines. ‘The activations highlighted certain tenants and introduced the magazine readership to what the centre had to offer. These events included: a Beauty Meander with Essentials magazine, a Food Meander with Woman & Home magazine and a Décor Meander with Garden and Home.’

Building on the pillars of each magazine, the content was translated into unique experiences where a meander format guided the readers though the shopping centre. During each meander, guests where divided into different groups where they could actually experience various offerings at a more intimate level.

The Beauty Meander had pit stops at a nail bar, a fragrance house and a hair salon. Experts gave talks at each destination and the readers were treated to complimentary beverages and canapés. One of the restaurants provided the final destination, not only for a relaxing dinner, but also the conclusion of the evening: fabulous spot prizes including Alexander McQueen fragrances and PureCup Hampers worth more than R2000.

The Food Meander portion offered readers the opportunity to have a three-course meal at different restaurants – tasting three different food styles in one evening coupled with wine pairings throughout. The Décor Meander incorporated trend talks and style ideas at three different décor stores in the centre. The furniture and décor items that the stores had in stock were incorporated in the talks and the readers received special discount offers on purchases during the evening.

‘Caxton Magazines offer a wide variety of experiential events across all its titles,’ concluded Botes. ‘We structure a package that suits the client’s budget and marketing objectives with a win-win result for both parties.’