Guildhall Shopping Centre

The Guildhall Shopping Centre in Exeter was, until 2007, the largest undercover shopping centre in Devon and Cornwall, and contains many of Exeter’s biggest retailers, including Sainsburys, Woolworths and WHSmith. We have been retained by the centre to manage all marketing and advertising activity since 2000.

In that time we have carried out regular research on behalf of the centre, appointing a specialist research agency to conduct street interviews in and around the city centre. This enables us to track ongoing consumer trends and perceptions of the centre, and understand which advertising campaigns and media choices are having the greatest impact. It also enables the centre to include additional questions that assist with operational issues.

Rather than ongoing ‘drip’ advertising, we develop specific campaigns to communicate a particular message. This could be Christmas, or a major event, or a ‘Back to School’ campaign. The range of media options we have used for the Centre includes newspaper, magazine, outdoor, radio and television commercials. Each campaign is planned to offer maximum reach (the number of people who are exposed to the campaign) and frequency (the number of times people see it) within the available budget.