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 For neophyte monument builders, there is an untapped avenue to reach customers, and that is through the local mall. Yes, I know this is nontraditional, and the talk of death makes some folks queasy, not to mention that some mall merchants will not want you located in a kiosk outside their store, but that is okay too.
Early on, after our initial entry into the monument business, a vice president of one of our competitors stopped by our mall display, and said to one of his managers that he had brought along, “Why aren’t we doing this?” Some companies lead, while others follow. You will have to decide for yourself whether you desire to be at the front or the back of the pack.
We use two televisions, facing in opposite directions, which run our presentation in a continuous loop format using a computer with a video card. Surprisingly, and thankfully, mall management does not charge us for electricity.
We also use mini-monuments and other items we sell. We protect our display with a plastic covering that limits access to would-be predators. Sure, our competitors come by our booth to keep a wary eye on us, but that is okay, provided they don’t run off with an excessive amount of our literature!
We use a “static display” meaning it is unmanned, as distinguished from a “dynamic” or “staffed display.” We save a lot of money by using a static display rather than a manned display, both due to lower mall management fees, and the absence of payroll costs. Conversely, our kiosk—though only open during mall hours—supports our online display that is open “24-7.” We check and refresh our kiosk area once or twice a week.
When negotiating with mall management, you are at a definite disadvantage on both the terms and location of your kiosk. Mall management reserves all rights to themselves, and you are at their mercy.
During the Christmas holiday season months of November and December, mall management may triple rent unless you have a long-term contract that covers you throughout those months. If you are renting space on a month-to-month lease, you should expect a tripling of fees during the Christmas season. Pay up, or move out, but don’t look for sympathy from the corporate interests that control the mall. You will find none!
Locating in a mall kiosk is a good choice that we recommend.
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