The city of Los Angeles is pouring millions of dollars to reenergize its downtown spaces and it’s setting the stage for marketing activation. This revival of monitored public space is something brands should take notice of. Open spaces, foot traffic, and new infrastructure, is a great combination to get new eyes on your brand. New polished parks and public space are popping up all around downtown Los Angeles. These spaces have attracted fairs, concerts, and impromptu gatherings. Brands should capitalize on these new opportunities by being visible and even more, get involved.
Public urban spaces and the events they hold allow for brands to access more potential new clients than they would be able to contact in suburban environments. Because of the design of these spaces, large crowds are comfortable and mediated. This allows brands to be strategic where they setup displays or provide services.
The opening of urban space should be on your brands radar because if not, it will be on your competitors. By utilizing your marketing activation you can rapidly be in touch with diverse populations. This will limit the amount of resources that have to be used while gaining the most exposure. As the city continues to expand and change, your brand should also stay fluid and be able to adapt to the changes happening in the environment.
Don’t forget your older customers, other agencies surely won’t. While diverting resources to downtown areas it is important to continue to foster relationships with previous communities to ensure they do not feel abandoned by your brand. Also be aware that the city is trying to make these new spaces a success so do not be afraid to reach out and be a part of public programing if you have something to contribute.