Effectively exposing and presenting your brand has never been more challenging with so many competing voices in an already saturated market.  The mentality of, ‘if you’re not visible, than you’re invisible,’ is infectious and can lead to a wild race in pursuit of a mass audience.

Not only is the QUANTITY of people reached important, but even more critical is the QUALITY of the experience.  Dream To Walk The Runway, held at Centerpoint Mall during the 2011 March break period, is one such event, focused on experience.

Participants were asked to explain in a video why they should attend a two-day model boot camp, showcase their runway flair at an in-mall fashion show, and have a chance at winning Centerpoint Mall gift cards to shop for new Spring fashion.  As it turns out, an exciting once in a lifetime opportunity carries more weight than gift cards.

Here are some examples of comments that were made on the Centerpoint Mall Facebook page:

The team at Centerpoint Mall went out of their way to create value for their shoppers which made a lasting impression on these teens, their friends and family members.  While this experience may be hard to quantify with an exact ROI, the dollar value of an ecstatic third party endorsement is close to priceless.  This has never been truer, especially when the experience your consumers have with your brand can be shared so powerfully online with their friends.

There are many ways that brands can choose to interact within their community.  Some companies use mass marketing methods, casting a wide net and counting on a percentage in return.  Alternatively, this kind of targeted and customer-centric campaign can help build a lasting relationship between consumer and brand while simultaneously building a quality community from the ground up.

* Centerpoint Mall is a client of Circus Communications

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