Galleria goes local
A "flash mob" nativity reenactment over the Christmas holidays is one of the marketing innovations introduced by the South Bay Galleria marketing director Mickie Marraffino. Photo . Galleria targets tech-savvy locals with new media by Maris Somerville Not long ago, retail stores depended upon newspaper and radio advertising, point-of-purchase promotions and word-of-mouth to ensure that quotas and growth projections were met. How times have changed. While traditional media still plays a part in driving sales at the South Bay Galleria, strategic marketers are arming themselves with multiple layers of communications technology, which is changing at a rapid pace and creating new ways to reach a new, young, hip clientele. Enter social media and mobile marketing, an ever evolving mix, which, according to the South Bay Galleria marketing director Mickey Marraffino, has brought in a youthful, tech-savvy customer whom she can reach by having these tools at her fingertips. “This strategy goes hand-in-hand with high-quality promotions that are an amalgam of seasonal sales programs, community charity outreach, and celebratory events that offer the public a good reason to visit the Galleria,”…
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