SIMON

PREMIUM OUTLETS
®

RETAILER
MARKETING
OVERVIEW

2019
MARKETING
STRATEGY & REACH

— Segmentation — Amplification
Simon Premium Outlets are focused on
STRATEGY driving traffic and sales conversions for our — Storytelling —Synergistic Partnerships
retailers through:
— Incentivizing — Accountability

MILLENNIALS LUXURY SHOPPERS ALL SHOPPERS

Defined as women, ages 18-34 with Defined as women, ages 25-54, Defined as women and men,
interest in fashion and shopping within trade areas of luxury centers ages 25-54
and interest in luxury brands
FAMILIES VIP
TARGET AUDIENCES Defined as women, ages 25-54, TOURISTS Defined as Simon Premium Outlets
with interest in shopping and Domestic and international visitors to email database
children at home Simon’s key tourism markets
NICHE
FASHIONISTA/ Defined as specialty audiences
SHOPPING ENTHUSIAST relevant to select centers
Defined as women, ages 35+ (i.e. military spouses, local residents)

3.1B 7.7M 1.5M

1.7M
Advertising Impressions Email Subscribers/ Facebook
MARKETING
100K
BY THE NUMBERS 2018 (External Media) Loyalty Members

110M 378M
Social Followers Instagram

Unique Website Emails Sent 91K

Twitter
Page Views
SIMON PREMIUM OUTLETS
MARKETING OPPORTUNITIES

COMPLIMENTARY FEE-BASED COMMON AREA ACTIVATION

MARKETING SOLUTIONS MARKETING SOLUTIONS
Common area activations create
We provide comprehensive marketing Impactful, efficient and scalable media experiential, promotional opportunities
support to amplify retailers’ brand solutions support your brand messages to access shoppers in the highest traffic
messages and drive store traffic through with a variety of turn-key formats, mall locations. Simon provides event
best-in-class resources including: reaching shoppers both on-mall and planning, logistics support, PR outreach,
online. and access to VIP contacts as well as
Dedicated Marketing Consulting identification of local partner support
Large Format Digital Boards for catering, charity tie-ins, etc.
Inclusion in Year-Round and Seasonal
Simon Marketing Campaigns Digital and Static Ad Panels
Full-Scale Events
Retailer Showcase Britewalls
Brand Ambassadors
Social Promotion Sky Banners
Product Demonstrations
Digital Storefront Optimization Standees
Kiosks
Interior and Exterior Spectaculars
Sweepstakes/Instant Wins/Giveaways Pop-Up Displays
Wallscapes and Windowscapes
Pole Banners
Branded Email Advertising
Website Banner Ads
Mobile Marketing
MARKETING CAMPAIGN HIGHLIGHTS
ALWAYS ON

Coupons, Perks & More

JOIN THE FREE

VIP CLUB
WHAT’S NEW NOW
Regularly promotes what’s new at each
center. Content is shared on participating
center websites, digital directories,
emails, and social media.

VIP TOURISM
VIP Programming includes year-round Reaching domestic and international
limited-time digital promotions, rewards, travelers through innovative engagement
invite-only experiences, special events, strategies and partnerships with key travel
early access to sales, surprise & delights, trade, international PR/Influencers, and
and more—all promoted on mall, via social and digital marketing campaigns,
Simon-owned digital channels and paid using the center’s Savings/Destination
LOCAL RESIDENTS
media (select campaigns). passport as a CTA.
Weekly program targeting local residents
offering savings and special incentives,
promoted on-mall and through Simon-
owned digital channels.
MARKETING CAMPAIGN HIGHLIGHTS
SEASONAL

HOLIDAY
Multi-channel advertising effort includes
TAX FREE & BACK TO SCHOOL
TEACHERS
COMMUNITIES
extensive paid media, on-mall promotion, GRADUATION

Simon-owned digital channels, and FUTURES

DIPLOMAS
Tax Free and Back to School campaigns Influencers to promote retail offering, GOALS

target shopping enthusiast moms and sales promotions, and holiday hours.
SIMON SUPPORTS EDUCATION
SCHOOLS

families with a 360 campaign across paid, HOPES

STUDENTS
owned, and earned media. SCHOLARSHIPS
TEACHERS
COMMUNITIES
GRADUATION
FUTURES
DIPLOMAS
GOALS
EDUCATION
SCHOOLS
HOPE
STUDENTS
Helping students reach graduation day. Donate today!

SCHOLARSHIPS
TEACHERS

CAUSE MARKETING
Planned efforts currently supporting
Breast Cancer Awareness (Susan G. Komen)
and Education (Simon Youth Foundation).
For Susan G. Komen, retailers to offer 25%
off in discount voucher that is sold to raise
funds for the cause.
MILITARY APPRECIATION INFLUENCER CAMPAIGNS
Discount program and appreciation events Coordinated and localized Influencer
held throughout the year promoted on-mall campaigns to support Summer and Fall
and through Simon-owned digital channels. Fashion, promoting “I Got This For That”
message.
NEW MARKETING
INITIATIVES

GET READY! LOCAL VIDEO STORYTELLING

Multi-week seasonal fashion campaigns Local videos that showcase the property
for Spring, Summer, Fall, and Holiday itself, with call to action to Retailer
promoting an “I Got This For That” Showcase deals. Themes: Tips & Tricks,
message with a call to action to retailer Spring Fever, Luxury (select centers).
VIP deals. Supported by paid media,
Simon-owned digital and direct mail
(Fall only).
 MILLENNIALS TOURISTS
New Year, New You Premium Shopping Concierge
Tips & Tricks What’s New Now International
Spring Fever Ultimate Shopping Trip (CA and FL)
Get Summer Ready! Bank and Travel Partner Campaigns
Get Fall Ready! MICE & FAM Tours

FAMILIES NICHE
Tax Free* Chinese Shoppers

2019
Back to School* Lunar New Year*
Get Holiday Ready! Deal Hunters
CAMPAIGNS Holiday

SIMON
SYF*
MILITARY
PREMIUM FASHIONISTAS/
Military Discounts*
Military Appreciation Month*
OUTLETS SHOPPING ENTHUSIASTS Military Birthday*
Military Makeover Lifetime Show*
Shop Away Your Winter Blues
Get Spring Ready!
Get Summer Ready!
Get Fall Ready! LOCAL RESIDENTS
After Holiday Clearance Shop + Save
Pink* (October)
VIP
LUXURY SHOPPERS Savings Passport*
Discover Luxe*/Fall Get Ready for VIP Rewards:
Luxe Retailer Amplification* Valentine’s Day Gifting
Spring Fashion
Mother’s Day Gifting
ALL SHOPPERS Dads & Grads Gifting
What’s New Now* Summer Fashion
Extra Festive Hours* Fall Fashion
Local Events & Promotions Ultimate Holiday Outlet Sale
(Concerts, Food Trucks) Receipts & Rewards
Giftcard* It Pays to Be VIP

* Cross Platform
 Always On

Q2 Q1
January 1–31 New Year New You
February Lunar New Year*
February 1–14 Valentine’s Day Retailer Showcase*
February 15–28 Shop Away Your Winter Blues Savings Passport*
March Tips & Tricks VIP Club
What’s New Now*
Family at Simon*
April Spring Fever
Military Discounts & Events*
April 1–23 Get Spring Ready!
Tourism*
April–June Military Makeover* Giftcard*
May Military Appreciation Month*
May–December Local Residents Shop + Save

SIMON PREMIUM May 1–12

Get Ready for VIP Rewards
(Mother’s Day)

OUTLETS May 24–July 3 Get Summer Ready!

PROGRAMMING May 24–July 3 I Got This For That Summer Edition

CALENDAR 2019
June–December Luxe Retailer Amplification*
June–December It Pays to Be VIP
Get Ready for VIP Rewards
June 1–16
Q3 (Dads & Grads)

July + August Tax Free*

July–August Military Makeover*
July 22–August 18 Back to School*
Simon Supports
August
Education/SYF*
August 20–September 20 Get Fall Ready!
August 20–September 20 I Got This For That Fall Edition
September 21–October 31 Discover Fall Luxe*

Pink - Shop, Support & Save*

Q4

October
November Deal Hunters Weekend
November 1–17 Get Holiday Ready!
November–December Extra Festive Hours*
November 18–December 24 Holiday
December Ultimate Holiday Outlet Sale
December 26–January 5 After Holiday Clearance *Malls, Premium Outlets & Mills