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
interest in fashion and shopping
FAMILIES
TARGET AUDIENCES Defined as women, ages 25-54,
with interest in shopping and
children at home
FASHIONISTA/
SHOPPING ENTHUSIAST
Defined as women, ages 35+
Defined as women, ages 25-54,
within trade areas of luxury centers
and interest in luxury brands
TOURISTS
Domestic and international visitors to
Simon’s key tourism markets
Defined as women and men,
ages 25-54
VIP
Defined as Simon Premium Outlets
email database
NICHE
Defined as specialty audiences
relevant to select centers
(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
MARKETING SOLUTIONS
We provide comprehensive marketing
support to amplify retailers’ brand
messages and drive store traffic through
best-in-class resources including:
Dedicated Marketing Consulting
Inclusion in Year-Round and Seasonal
Simon Marketing Campaigns
Retailer Showcase
Social Promotion
Digital Storefront Optimization
Sweepstakes/Instant Wins/Giveaways
FEE-BASED COMMON AREA ACTIVATION
MARKETING SOLUTIONS
Common area activations create
Impactful, efficient and scalable media experiential, promotional opportunities
solutions support your brand messages to access shoppers in the highest traffic
with a variety of turn-key formats, mall locations. Simon provides event
reaching shoppers both on-mall and planning, logistics support, PR outreach,
online. and access to VIP contacts as well as
identification of local partner support
Large Format Digital Boards for catering, charity tie-ins, etc.
Digital and Static Ad Panels
Full-Scale Events
Britewalls
Brand Ambassadors
Sky Banners
Product Demonstrations
Standees
Kiosks
Interior and Exterior Spectaculars
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
VIP
VIP Programming includes year-round
limited-time digital promotions, rewards,
invite-only experiences, special events,
early access to sales, surprise & delights,
and more—all promoted on mall, via
Simon-owned digital channels and paid
media (select campaigns).
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.
TOURISM
Reaching domestic and international
travelers through innovative engagement
strategies and partnerships with key travel
trade, international PR/Influencers, and
social and digital marketing campaigns,
using the center’s Savings/Destination
LOCAL RESIDENTS
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

MILITARY APPRECIATION
Discount program and appreciation events
held throughout the year promoted on-mall
and through Simon-owned digital channels.
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.
INFLUENCER CAMPAIGNS
Coordinated and localized Influencer
campaigns to support Summer and Fall
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