Pop-up shopping centre Boxpark has increased its marketing budget in a bid to monitor trends and change behaviour attitudes ahead of its new site launching in Liverpool.
Speaking to Marketing Beat, Boxpark’s head of marketing Tom Johnson said: “Our marketing spend has seen a steady increase over the last 12 months to ensure we are selling our events and to encourage footfall in the quieter weekday periods.
“We’ve not just increased our marketing budget, we have also been more tactical with our approach.”
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Johnson, who joined the dining and entertainment establishment in July this year, added that as the company’s demographic falls between “late millennials and Gen Z”, it is vital for it to “monitor trends and their changing behaviours and attitudes as this can be a challenging audience in terms of marketing.”
Catering to its demographic, Boxpark’s marketing director also warned its Christmas campaigns will “be a little different this year”, primarily because of the World Cup which coincides with the festive season.
“Football remains a big draw for us and we have just launched our World Cup campaign,” he said.
Set to open in late 2023, Boxpark Liverpool will be the first of its kind outside of London with three sites in Shoreditch, Croydon and Wembley.
The company has agreed a 15-year lease with Terracotta Asset Management Limited for The Canning Hall site in the south of Liverpool city, which sits within the Baltic Triangle district, forming part of the Cains Brewery Village estate.
