The Power of the Podcast: Unlock Your Brand's Marketing Potential

A Playbook for Creating Community Through Marketing

• Pedal Stomper Productions

Share episode

Are you developing real relationships with your marketing efforts? Today, we’re diving into the unique world of Dan Crandall, Marketing Manager for Great Northern Mall, who’s mastered the art of building community and driving traffic – all while having a blast. 

Forget boring sales tactics; Dan’s approach is all about fun, connection, and a dash of unconventional creativity. Join us as we explore how he's beating online shopping, the secret sauce to his "no bad ideas" mantra, and how he brings a whole city into a mall. This isn’t just about marketing; it’s about building genuine connections.

I9bcIb4maY7hHT5Vx8wz

If you're looking to talk podcasting and get more information on how to make your podcast shine, our 30-minute "no pitch" podcast consultation is right for you!  Click the link to sign up for a time. 
https://pedalstomperproductions.as.me/no-pitch

Staying up to date on the latest podcasting news and trends doesn't have to be difficult. We can deliver them right to your inbox. 
https://www.pedalstomperproductions.com/

Want to start your own podcast? https://www.pedalstomperproductions.com/contact-bedford

Book your time in our state of the art studios: https://www.pedalstomperproductions.com/podcast

Join our Discord Server and let's chat about your podcast https://discord.gg/CWk9aUuNtM

Want to read about this? Check the blog!
https://www.pedalstomperproductions.com/blog


Are you developing actual relationships with your marketing? That is a tough question to answer. Today I have Dan Crandall on the on the show, who is somehow able to form those relationships with thousands of people like, instantly. It's amazing. If you'd like to see how he does it. Stay tuned. So thank you for coming on. Oh, I'm so honored. Thank you for having me at this. We're going to have fun. We're gonna have her. I mean, the suit says we're going to have fun. And we are going to talk about this. Yeah. No, I don't want to get too far ahead. This is your show. So you're the marketing manager for Great Northern Mall up in North Olmsted, Ohio. It's North Olmsted, right? Yeah. Yeah. Yeah. Perfect. You're competing with online shopping. And the ease of me scrolling while I'm on the couch in the bathroom, in traffic. And you've done some unique things to kind of differentiate between online and retail. What's kind of guided you through that? You know, Josh, I think the biggest thing is you're right. People can buy, order, do whatever, whenever. However. But the big thing is getting them off the couch and into, into the space, you know, brick and mortar. These businesses have been around for a long time. They're not going anywhere. As much as people think stuff is, is not happening. But, you know, and I think, there's been some research reports that people want to get back to in-person touch, feel, you know, the whole experience. So that's why, like a great Northern, you have to have that mix of good shopping, dining and entertainment. And really that's, you know, they can come make a day out of it. They can do their apparel shopping, they can have something to eat. Who's not going to any. And for goodness sakes, you know, you're walking down and then you. Smell that pretzel and you're just like. You have. To, you know. Yeah. And then on top of that, and, you know, we've had a really good year in 24. We've added some cool entertainment from kids Empire to, kids activation space play area Phoenix theaters. It's just been incredible since, I mean, heated reclining seats at family friendly pricing. It's been incredible. And then so like Sweets and Geek. So they talk about pop culture overload. I mean, between the candy and Funko Pops and in gaming, it's really, you know, again, you might be coming to Great Northern now to shop. You might be coming there for an entertainment and or just something to eat. So yeah. And that makes so from the marketing aspect of that you have, it seems to me like a unique position with that because you have to get people there, but you also have to get the I guess I would say you have to get businesses there. So are you marketing to both sides of that, or is it the marketing to the people with the to say, look, we've got people here, you need to have your business here. So the leasing side is not not me, but my thing is like drive traffic and sales. So how do we differentiate? I mean, you could go shop at a competitor or whatever, or go eat somewhere else, but how do you. Why are you picking Great Northern? You know, so it's tough because Dan Crandall, you know what's going on. They might seem to be in a flashy. Scene, but there's no. Not going over there for that. So again, you know, it's it's it's our marketing. You know, we have a great team. You know, between our digital and and whatnot. So again we're it's always user generated content. Because if I just said hey forever 21 720% off, you know, no not many people. Good. And you know it's a it's a good sale, but it's not a great sale. So how do I make it different. So a lot of times, events and programing, you know, we we brought in bingo a couple of years ago. I didn't know how big bingo really is and how why it's so important. But we do food court Friday bingo twice a month. And, you know, we average 65 people every time. Yeah. Bingo. Bingo. Yeah. And I mean. It's interesting because that then is that marketing piece. Yeah. Bingo's marketing. Right. It's an event and activation bringing people there. And then we told them, they said, hey, if you show a receipt for one of our eateries, you get an extra bingo card. I mean, we were average. 55% of the people are showing us that receipt because, holy cow, I didn't know an extra bingo card meant so much. But it does. But it's fun. You know, at the end of the day, it's it's a fun activation, something fun to do. And they're going to Great Northern for it. So yeah. Yeah. So and I mean you're getting the people in there then. Right. And it's interesting to me and I kind of want to talk about that a little bit. The approach to marketing in this piece is bingo. It's creative. It's out there. It's it's different. It's not just an Instagram post with and I, neither one of us. I think if we do duck face on Instagram, I don't think that's going to bring a lot of people in. So bingo is the marketing tool. Yeah. How did that happen? Well, I'll be honest. So one thing that, I like to do is look at my competitors and look what, what people do. For. Pacific Retail Capital Partners. They have 20 properties across the country. So we all share ideas. And what are they doing? Maybe it's working in one market, maybe not another market. So so I look at what someone's doing. You know, I shake it and like, all right, how do I make that fit for us? You know, not not every vendor program is going to work, but some are going to stick and some are going to make better and different than, you know, it's kind of like, I don't wanna say the secret sauce, but, you know, you know, we're just reinventing something, someone else's idea. So there's, there's a collaborative nature about that. Yeah, exactly. And it's the the other thing that I find interesting is you said, okay, so it it doesn't necessarily need to be your idea to work. No. It's funny because I feel like a lot of people have that need with marketing. Like, I have to find the latest and greatest and freshest and all this other stuff. Your marketing to your subset of people. Yeah. They don't know what's happening in Chicago. Right? They could care less. They unless they were there last week, they probably didn't experience bingo in Chicago or whatever other city. Yeah, yeah. For you to use that. That's I mean that's I think that's brilliant because now you don't need it. Like I said too many people get that flashy, the flashy thing, what's new and flashy rather than just, hey, here's something that's proven that works. Let's adapt this for what we do. Well, I think knowing your demographics and who your shopper is or your guest, I mean, I'm not going to have some elaborate wine event at Great Northern because it may not may not work. It's not the. People, you know. Yeah. But, you know, again, you know, we do a Santa parade to kick off the holidays, and it's so cute and fun. I think you've do it. Yeah. Yes. Yeah. No filming that is. I love doing that because there's a marching band involved. Anytime you stick a marching band in a mall, it's going to be a good time. It's like, let's be honest, but but yeah, you're right. And, but that that's what works for us, you know, and again, it's, it's knowing who we are, what we are. And I think that's some of our success also. That's that's amazing. You've mentioned a little bit here the need to connect with people beyond just, hey, it's a sale at one store that's 20% off. That may not be enough to get people there. Yeah. When you're connecting and I've noticed you do things as a, like, community thing, what inspired the community hub side of that? I that's really part of the the culture that Pacific Retail Capital Partners is instilled in us. I mean, again, we want to connect with I mean, you're great. Northern mall is a hub of North Olmsted. Yeah. So again, you know, how do we bring people in, how do we get them to come back? And it's having that right mix. I mean, again, that's shop dine play. People live nearby. So it's it's really again connecting and, you know, working within the city and with the city because, you know, we're a big asset to them. We have multiple obviously, like, oh, it's gotta be close to about 1000 people work at Great Northern Mall between all the tenants and whatnot. And tax revenue. So it's huge. I mean, it's really deal. It's a big deal. It is honestly. That's awesome. And I think when people kind of like, look at it that way, they're like, wow, I don't always put that into perspective. They think is just the mall. But when you break it down to the individual tenants and what they bring and what they do, it's it's a lot, you know, and yeah, you know, even like when a new tenant comes in, we ask them how many people they plan to employ. And it's like when you start hearing the numbers, it's like, wow, that's. Carrie the one. Yeah, exactly. You know. So again, and it's personal. I mean, they're bringing in jobs and it's people. People. Yeah. So it's it's interesting because like anytime like, like doing some of the photo and video stuff that we do with you guys, walking around some of the back corridors there. It's not a mall, it's a city. Yeah. I mean, it really is. There's there's a whole city there you don't see. I mean, just like the city right outside the studio here, you don't see the the lines and the pipes and the wires and everything that make it work. But when you go in some of the back quarters in the mall, you're like, oh, this isn't just a brick. Right? There's it's it's like a city within a city, you know? And again, some people are like, oh, you have tennis. They're competitors. It's like, no, we all need each other, you know, because there's it's not a competition, but it's driving traffic. And hopefully if someone's there and they again they see this retailer, I can go there or I can go to grab a quick snack, whatever. Yeah, it's all in one spot. Yep. It's all in one spot. Let's talk about the suit. The, sorry, I didn't I didn't realize you didn't. You get in the weird. Weird I. Want to throw my head on, but I didn't know if I. Could do this. I thought of the. Yeah. No about. That. Yeah. No. Yeah. Stick around for the end to see. To see that for sure. Yeah. You definitely. Find a way. The suit I know bridges the gap between you and just the everyday Joe. That's at the mall, or Jane or the kids that are at the mall. I mean, it bridges that gap beautifully. You're not some random, stuffy guy walking around in a hurry. You are. You're having fun. Yeah. How did that start? So, prior to my current job or where I was at before it kind of started there, you know, it was building a brand, but I didn't know that that's what was happening. I was if I'm going to be at work, I might as I have some fun, you know? So again, it's, some people are like, how do you wear that in public? And. No, wait, is that your wife that says that? Well. Two years ago. It's funny. My daughter Kennedy, was coming to the mall for for something and and, she goes, you know how I find jokes? I'm like Deion Sanders. I ain't hard to find. You'll see me. And sure enough. But then a second, she, there he is. You know, so. But again, I try to have fun, you know, it's the holidays. And, you know, Josh, the amount of people that give a high five or like, hey, nice suit, or like, I don't do it for that, but I do for the smile, you know? And, people just feel good. It's connect. I mean, I think you came out last year and we had some people read it was a tweet. It was like for Christmas. And people were like honored. They it's all part of it, you know, and, and, you know, with the senior center out there. Yeah. You know, again, it's connections and having fun. It's the holidays. I mean, you know, the other day I dressed up as a as a different character, Buddy the Elf. And I saw that. We were going to have to put, that photo in here. Because. Yes. And a few people like, what is wrong with, you know, me wrong me. Like, again, just just having fun, man. Like, it's that's what you do. What's the most fun part of marketing for you? Besides the paycheck. I don't even know. I get paid half the time, you know, because for me, if if I'm not having fun, I'm. Why are you doing it? Yeah. Why are you doing it? You know, so, it's really. I. I just want to connect with people, have some fun. And, and and I tell this all the time to the tenants. If there's none of them, there's none of us, you know? So, some of them are corporate companies. Sure. And some are, local mom and pop shops that are starting out brick and mortar. Want to try it? And like, I love here and, like, you know that they're doing this and this is what they believe in. And how can I help them achieve their goals and with, you know, some marketing and get them some traffic and sales. So yeah. One of the one that comes to mind right off the bat is fortune cookies. Yeah, yeah, yeah. Any time I am there to take photos or video, they get some of my money. And I get some of those delicious cookies because they are good. Cookies are kind of a weak spot for me. I listen. Me and. Santa were there all the time. Saying that Santa is doing it for prep, though. Right? That's, you're doing it for fuel. But we we're going to get into that. Okay. Perfect. You've also kind of said that there's no idea. That's a bad idea. No. How do you foster that creativity? Because I know there's some marketing ideas that come across like, okay, that's not great. But how do you work with that? So I've had some, general managers who I've pitched an idea and they're like, no. And then I, I'm like, well, I believe in it, so let's let me stew on that. And then I might come back and I if I tweak it like this. And then, one of my previous GM said that she's never once she said, no, that was it. And she's like, you've always found ways to like, you know, get to the. Yes. And I think that's something that's important. Like if you believe in it and want to try it, how do you get to. Yes. And again, that's really a specific retail something they believe in too. I mean, how how do you get to. Yes. How do you if you're passionate about it and want to do it. So to my point, like to them it was a bad idea but I believed in it. So how do I come to the, you know, the happy medium to, to make understand the why they thought it was a no, but then how do I make it, you know. How do I turn that into the how do we tweak this so it fits. Right. Yeah. I'm not going to put a what's a round hole. Round peg square hole square square. Right. But right. But let's, let's tweak it to, to make it fit. You know. And I believe in it, you know, I mean and again no, no idea is a bad idea because it might be off the wall. But where you go with that, you know, and that's where you do the brainstorming. And, you know, if you bring out the whiteboard and okay, that that's something. But then it's it makes you think about other things. And that's why I'm saying, like, it for some reason it popped into someone's head or my head and sure, like, all right, let's talk this through there. There's probably something there. Where's the where's the stickiness in it? So, and I like that thinking about that because to me, it you may not use that original idea, but that idea may have iterated into something. Ten ideas later that is related. Yeah. You may not use that exact idea, but there's some form of it that it like, it may start out as this ugly little car. And by the time you actually put it into practice, okay, it's actually got a hood and a roof and some windows and probably four tires. Yeah. Whereas the initial idea may have started out with three wheels and a steering wheel. Josh, I'm sure you're the same way. Like, if you kind of get that thing brewing, it might might hit you again later in the afternoon or in the shower the next day or something. Okay. There's something to this. What? Why am I not connecting the dots or whatever. So and again, you know, you just keep playing with it and run it past some people and you. Know it more it it turns into something that works. Yeah. That that makes perfect sense. I'm sure you've had many of those ideas and. Oh yes. Yeah, yeah. Where you're like, hey, this seems. Yeah, let's try that. No that's not. But it turns into something and it's, it's that foundation whole idea that okay, it doesn't look the same. It didn't come out the other end the same. But boy, I never would have had this great idea had I not started with that foundation. Your studio here, like you had a vision and. Yeah, you know, whether it was the right one or the wrong or at the time, but or maybe it morphed into something different. But look what you have now. Now. And yeah, it's funny you say that because this started looking very different. And when we started to map things out and I started to lay things out, it's like, okay, this turned out very different than I initially thought it was going to be. So yeah, yeah, 100%. But you love it. Oh, I absolutely do. Yeah. I get to spend a good chunk of my time in a padded room. I'm glad to know that's not a white. Jacket over there. No, no, it's not. It's not a straight jacket. I yeah, I know. I'm going to get into a personal thing here for you. Yeah. You run. Yeah. Far, far. Yeah. Forrest Gump. Far. Yes. That is the term that I'm going to use. I'm tired. Yeah. Yeah, exactly. Why? I mean, I don't typically see people chasing you. You're a nice guy. No one's, like, threatening you. Yeah. Why are you running that far? Well, one of my earlier jobs, I actually, I worked for Hermes Sports and events and produced races. Oh, sure. So, and then, so I always saw, like, I actually got an event management, like, my goal was to work for pro sports. Sorry, this might be a little long winded, so we're good with that. So. But anyways, so but then I worked, for event management companies put on triathlons and marathons and five K races. And I'm like, I loved watching the weekend Warrior. So, the one year I think it was 2001 I broke or 2004, I broke my wrist. I was like, well, I can't work out and I'll start running and I go to all these races. Let's see what happens. So I ran a half marathon that year. I was like, that was pretty cool, you know? So I ran for years, you know, here and there. Most people don't run 13 miles and say, that was pretty cool. Yeah. No, I get it. Well then. So then so Covid happened and you know, a friend of mine's like, you got to do trail running. Oh my God, I've had five knee surgeries. I'm not doing this. You know he's like just come on out. So I did. So a little sidebar May 12th of 2020 I run every day at least four miles. So there's there's kind of yeah, there's kind of an issue with me. Like, if I don't run, you know, that that's it builds up.

And then if it's like 9:

00 at night, I got to go run or 11:00. So it's kind of an issue. But anyways, so I started trail running. You know, Mike's off. Go if you're out there a mad at you. But I'm not, you know, and if you get to trail running, like it's a whole different experience. Like you're enjoying nature, like it's your time doesn't mean anything. You're just out there, you know? So I've kind of gotten that. And then, so I did the Goggins challenge, which was four miles every four hours until you run 12 times for 48, miles. Why? Why? Because, because Mike introduced me to David Goggins, too. So then once you you just do these things. So that was my first thing. My first, like, ultra, you know, and then, we were going to run the burning River 123. He ended up shattering his knee and couldn't do it. So I just trained on as if I was. I don't know what I was doing, I'll be honest. All my friends that like. You just started running. Yeah, they're like you. You really got to take your nutrition better and I didn't, you know, hydration. And, but you're out there on a Saturday run in 25 miles Sunday. The next is 25 or 30 miles, and anyone can do it. I know it sounds cliche, but really, if you put the time and training into it, it becomes a big mental thing. So, so burning River 2023 200 miler. My dad passed away two weeks before. I didn't know if I was going to do it or not, but, kind of believed in myself and put too much time and effort into it, and and, you have 30 hours to complete it or doesn't like it, right? Like it didn't happen. And like I said, I haven't been really back down here since I ran this past year. But, I finished in 29 hours and 53 minutes and 22 seconds, 6.5 minutes to spare. And it was just the most emotional thing that I've ever done in my life. And just, I mean, being outside for 30 hours is just. That's a lot. It's a lot. Just staying awake for 30 hours. Oh, yeah. Let alone running. I don't think I was awake the whole time or not, but. Yeah, so but, but again, you talk about just being so proud and just so honored to be a part of that. And my friends that were there and cheering me on, like, it's like I still get chills about it. I got a tattoo about it just because I wanted to never forget that day again. That's awesome. Yeah, it. Now you can do it. Here's I it's funny, I, I somewhat get it, from a weightlifting side. Yeah. When, a couple of weeks ago, I put up 275 pounds on the bench. Thank you. It is that feeling of. I have put in hard work day after day after day after day. If we didn't put in that hard work, it wouldn't have been worth it, right? If you could just go out and run 100 miles tomorrow, is it really worth it? Yeah. The fact that you have trained for a couple of years for that, that's what makes that so, so worth it. Now, with that. Yeah, I'm going to tie this back. Yeah. Okay. I know you've drawn inspiration from David Goggins. Yeah. You've mentioned, Jesse. It's. Yeah, that idea of pushing limits. How is how is pushing the limits and how has that like mental fortitude tied into your marketing? Oh, I didn't get that question ahead of time. No. Yeah. No. Yeah. I feel like. As your career goes on, you evolve different ways. Sure. Obviously. Trail run some of the new to me. You know, this relationship that Jesse also talks about his relationship with time. And I've never looked at, like, time like that, you know, just to kind of give you a quick example. Do you follow him at all? No, not at all. I mean, I've seen some of his. Okay, but not much. But one of his things is he's like my parents. I see them, two times a year. Okay? And he goes, if I see him for five more years, it's only ten more times, right? And it's like, wow. Like when you think about it in that way of a relationship, you know? So how do I make today? How do I get more out of today? Or his big thing was, if I go see my parents twice a year, how do I enjoy that time more? Do I spend an extra day with them when I'm with them, put my phone down and stuff like that, you know, and it really just started me again. As a they age a little, you know. But, How are we getting older? We are. But, you know, it's all these relationships, you know, and kind of go back to work, you know, like, what can I get out of today that I, you know, that I should have got out today or, you know, let me put my, Foot, forward. And I'm not. Saying this foot forward. Yes. I knew where you were going. Yeah, yeah, I knew where you were going. You would have been all over, but again, like, how do I make today's experience better? You know? And right now, I'm in the middle of the holidays, so it's, whether it's dressing up, putting a smile on someone's face, making sure, Santa's experience is incredible. I mean, you know, we talked earlier about something else. We we offer, sensory Santa, and it's, it's, before the mall opens. It's a quiet experience for families to kind of get one on one with Santa that they wouldn't because of noise or lights and stuff with it. And and Josh it, you talk about it's so, so appreciated by the parents, but it's so moving for me to be a part of that. And they're so thankful. And I'm like, I mean, you talk about, you know, full circle over the holidays for me. Like, that's just so incredible to I see a snippet, these families a lifestyle and their joy to be with Santa. You know, it's just, it's huge. It is. Yeah. It's it's that perspective again. Two of the okay, the marketing in this can be powerful because you I mean without that these families don't find out about that. Right. And they can't have that experience. Yeah. To me that it's the fact that it can make that difference in people's daily lives. Right. And like you said, they wouldn't have had that opportunity otherwise. Yeah. And and for me, it's, you know, I can get a cop in the holidays. I'm working a lot. I got this, I'm working Saturdays, Sunday. But I mean, like, then you have stuff like that and then you have, like, again, little Sarah wave because I'm wearing some outfit or a big stinking hat, you know, and, and, and or like a guy the other day is like, dude, I need your hat. How much? And I'm like, you know what? It's from my parents. I can't I can't sell it. But, you know, I appreciate it. You know, again, those just those those are magic moments for me, you know. Yeah. So that that's that's huge. How do you see? It's been interesting, especially since Covid and stuff like that. Malls in that have changed. Yeah. How do you see things evolving for the future? I've seen some of the evolution over the past couple of years that we've worked together. What do you see evolving the change with stuff like that and how? And then I'll have a follow up actually with that. Okay. Yeah. So I mean, the one thing you hear a lot is shop, dine, play. You know, you got to have the right tenant mix. You got to offer something. How do you make it? Something for people to go to for different. If you ever bring a family of four or whatever, you know, how does how does little Johnny be happy there? Well, he. You have any ends and an entertainment opportunity with kids Empire. You know, your mom and dad are happy because they can shop or whatever. Then they can go to Phoenix theaters. And, you know, it's that whole tenant mix is so important from our leasing team. It's defined, you know, how do we have good neighbors for each tenant, you know, and then activate the the different wings of the mall differently. It's really kind of the big one. And again, we're seeing trends that people want to get back to malls. They want to be back inside. They want to be, you know, that touch feel and and to be honest with you, there's some brands right now that they're charging, restocking fees if you have returns or online and you should probably go to the mall and try it on to see if it fits, and then if it does, you're good. You don't have to return it, you know, so that that's a different change. I mean, things evolve on our side, but then with the brands themselves too. How do you see marketing for that change in the future? Obviously a lot of it's still going to be digital. But how do you market that? Come on in. Feel these pants to realize that they aren't paper thin before you try them on or realize that, I mean, I've ordered shirts online. I'm, I, I know I'm trying to stretch into out of kicking distance. Yeah, yeah. It's, I've ordered shirts online and I got them and I'm like, wow, this fits a five year old. So I get that. So I mean, how do you market to that to say come on in. Because here's the advantages. Yeah I mean. It's. It's partly we need our tenants to help market that stuff too, you know. Sure. So but, for us, it's that whole, you know, we're we're bringing in cool activations and fun and activities. So, again, some of these things I can put out there, but it get radio silence. So we got to show the fun and whatnot. So, you know, bingo. Is not one of those things. It gets radio silence. Yeah, yeah. No. So, Danny, thank you for coming on. Put the hat on. Oh. Thank you. Yeah. You can pull the headphones off and put put the hat on because people do need to see the hat. Because this is. And I believe this is how you get, Yeah, that. What do you think it fits on that camera? It does not fit on that camera. Yeah, yeah, look at that. Look at that good looking guy there. To thank you. So awesome. Thank you so much. Yeah I appreciate happy holidays. Thank you. You too. And if you have to shop or dine, stop out the Great Northern. I think we will do that. Yeah. For all of you out there, to me, there's a couple of pieces with this is that it's first off, the no idea is a bad idea thing. I absolutely love, you may not use that exact idea, but you're going to use some iteration of it. To me, the other the other piece with that is finding other ideas from other people is another huge thing. I before today, I kind of knew Dan was an idea guy. I didn't know how much of an idea guy Dan was, and, made it a lot of fun. That all being said, do me a favor. Make sure you follow us. The likes, the shares, the subscribes, all that other stuff. Take care of yourself and if you can, take care of someone else too, I will see you very soon. How many times have you sat here and done arm wrestling? None. That's crap. Not going. Yeah. All right. How much you do look, today? I didn't lift today. Yeah. This is going to go pretty quick, so. Ready? Yep. Go. Holy crap. This guy's strong. Let me know. Go ahead. And everything is that. Yeah. That's my guy. Oh. Oh! Everybody go! Oh!

People on this episode

Head Shot

Josh Troche

Host
Head Shot

Dan Crandall

Guest