With the country’s restriction slowly yet steadily opening up, malls have become a great target center for brands. Malls are one of the best places to reconnect with the lost audience and create a bond like never before. Mall promotional activities are a great hit these days and, brands both big and small are looking for brand activation activities that are a good mix of both indoor and outdoor BTL activation ideas.

But like we all know, we are still not out of the pandemic and, hence we need to consider a few basic trade show protocols for a better tomorrow. And this is only possible when you train your booth staff into it. Letting go of the previous handshake to the latest Namaste may surely take some time but, it is achievable!

Here are three key pointers to keep in mind to ace your next mall promotion:

1. Greet the right way: With the season’s greetings just in, followed by a sequence of other festivities, there is a huge hue and cry at the mall and hence a perfect destination for outdoor brand promotion. While pre-COVID we would have recommended greeting with a handshake or persuading attendees to come to your stall from very close by, now we would suggest keeping a little distance. This way the visitors are at ease, plus you are not trespassing their distance and thereby keeping safe. For e.g. instead of greeting them at the entrance and distributing company leaflets, now you can opt for a streamlined counter that can be used both as a workstation, demo station, or a product display stand.

Let the thrill and enthusiasm not get to you and you skip the new normal with a handshake. Greeting with a warm smile and folded hands can itself do wonders!

2. Audience engagement: an outdoor brand promotion at the mall is a great way to reach out to the audience. But remember, like you there shall be plenty others. So the real question is how can you attract them to your stall? Try audience engagement. Train your booth staff to be professional yet approachable and helpful. Does that mean they could skip the new protocols? No! Begin with training them as to how to start the conversation, how to keep small groups engaged at the same time, and cater to new entrants as well.

Mall promotions are not complete if not accompanied by the right set of audience engagement. Unlike previously where large groups could be engaged together for one activity now one needs to think of activities that can be done by small groups at the same time. This ensures that the new protocols are abided by and the desired outcomes are driven from the mall promotional activities.

3. Mind the space: be respectful of the attendees’ space. Though not a very considerate point previously, this is the much-needed space now! Giving attendees enough space to feel comfortable at your stall is an important aspect of mall promotions. Also ensure, to not overcrowd your booth. You can accomplish this by setting up time frames. Working within the stipulated time frame will help you attend to your attendees without any group feeling leftover. Also, make your exhibit easy to navigate and keep the exit clear. This way you can ensure seamless outflow. Remember, to not overstep boundaries.

With this, we can come to the conclusion that keeping a safe distance, sanitizing at all points and time, maintaining self and booth hygiene, greeting in the correct manner, and social distancing wherever possible is the new normal. And to ace the next outdoor brand promotion we have to let go of the previous protocol and accept the new ones.