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Idea Starters

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Include the centres events calendar in the booklet
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Give a free gift with the booklet  (Either internally or externally)
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Create a treasure hunt
Create a competition:
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Give away a sponsored hamper
 
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Give away a shopping centre voucher
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Extract marketing lists:
  dot1 Booklet Subscription
dot1 Competition Entries
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Introduce/Enhance loyalty programmes
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Combine with other initiatives/projects/drives/events