The Rules of Mallvertising

Was at the Inorbit mall, Malad the other day...Saw one of those increasingly ubiquitous LCD screens - some in-your-face locations, others tucked in corners...

Had some thoughts and observations on the increasingly relevant subject of Mallvertising!

1. Treat them as more electronic hoardings than TVCs.Which means LARGE FONTS, clutter free, very less copy and visually engaging....Lets not forget the LCD screen is nestled in a Mall environ with many more distractions!

2. From WIIFM to WIIFMN. That's What's in it for me NOW? Saw couple of TVCs playing on the LCD screen . Would have preferred to see where the SALE is, which store on which floor has a new range, any contests, promotions, trial offers...
Last mile communication must be about WIIFMNOW...

3. Mute Check. Another test that we could subject our messages to, is to see if they are comprehensible on 'mute'. The Mall has it's own decibel level and the LCD messaging might get lost unless it is 'Mute-Checked'.

4. It may make more sense to model the last mile communication on Cinema Slides.. Focussed, fast and 3-sec long(not 30sec).

5. Think catchment not catch-phrase.Related to points 1 & 2 above.
Slogans, what's the big idea, brand propositions could be suspended at the mall. It's a different buyer mind-set that we are looking at. In a hurry, the mood being part-indulgent-part-VFM.

Although I hate the word - eye-balls, Mallvertising is made more difficult as we are addressing travelling eye-balls! And the last thing people need is some esoteric brand advertising...

As mobile, digital screens, sensors, blue-tooth, RFID technologies develop, I am sure the science of Mallvertising will be more focussed and engaging for the customers...