ValuText

CLIENT CHALLENGE:
COHN was asked to identify a solution specifically designed to drive sales and productivity on behalf of longtime client DDR and its open-air shopping center locations. COHN had the unique challenge of concepting, creative branding, strategizing and executing a program that would market the shopping centers void of property management teams and with limited marketing budgets.

COHN SOLUTION:
COHN created ValuText, a platform that couples physical retail locations with state-of-the-art, location-based mobile marketing. ValuText sends immediate offers from retailers within a designated shopping center via text message to opted-ins shoppers once they enter a “geofence,” a pre-defined, virtual perimeter established around DDR’s retail shopping centers. Since geofence technology is compatible with 92% of U.S. mobile phones, this concept allows all DDR tenants to reach the broadest possible audience. Customers receive discounts and extra values right at the time of shopping without the need to activate an app or print a coupon at home.
Consumers are encouraged to enroll in the program through various on-property signs and collateral materials featuring mobile keywords and QR codes. ValuText is also supported by  traditional and mobile websites at ValuText.com.

RESULTS:
ValuText launched on December 1, 2011 at 27 DDR shopping center locations throughout the country and was announced at the 2011 ICSC Deal Making conference in New York City. Coinciding with the launch, the New York Times featured ValuText in a blog post as well as a print article. Following additional PR outreach and releasing the story on a national news wire, the program has generated an additional 60+ media hits with continued media interest. ValuText also accomplished the goal of generating “buzz” for its client as an industry leader amongst its peers, experiencing a mass word-of-mouth marketing for the program and resulting in a variety of meetings to discuss program details and concept.
At the time of writing (5 days after launch), the program has already generated 300+ opt-in subscribers, 192 QR code scans, hundreds of mentions on various social networks.