• Media Preference:

The Retail Spend and Trends survey found that in-store media advertising was a major priority in 2008, and remains so in 2009. This is in keeping with the trend towards retail marketing, which is highly measurable, and provides the ‘moment of truth’ where the brand comes into contact with the consumer. (Source: Marketing Mix)

• POP Promotional Tools:

Overall, the results indicate that within the store environment, brands are moving towards media that break through the clutter and offer high visibility – in-store screens, digital signage, gondolas and permanent displays. Interactive media is also high on the agenda. For this reason, kiosks should see greater rollout: they allow the shopper to find out much more about a product/product range than they could ever find out from an advertisement or a store salesperson, while also allowing a brand to dominate the aisle space.  (Source: Marketing Mix)

• How Do We Compare?

Compared to the US or the UK, says Riaan Labuschagne, MD, Zapop, we have a varying supplier buy-in proportional to sales turnover. “Some suppliers allocate a high percentage of their marketing budget to in-store, whereas a large majority of the multinationals are growing their budgets in-store at an ever-increasing pace,” he says. Both the US and European markets have a greater appreciation and progressive approach in terms of investment within the retail environment, says Elton Scheepers, commercial accounts director, Todwil. “SA is relatively new to marketing and dialogue within the retail environment and its spend reflects this.”   (Source: Marketing Mix)

• Influencing purchase decisions:

According to a Millward Brown Knowledge Point report (What are the main influences on purchase decisions), researchers find that it is the out-of-store experience that generates desire for a brand, but that this is strongly affected by in-store activity.  The report also states that the balance between out-of-store desire and in-store activation differs by country, and across categories and brands. Price promotions are found to have the biggest influence in-store.

Launches and challengers will want to disrupt the category, while brand leaders will want to emphasize their familiarity and aid quick recognition and brand-buying routine. The report finds that in-store experience can evoke associations from advertising, generating stronger interest in the brand.       (Source: Marketing Mix)

• Media Options:

Digital/LCD screens Digital screens offer flexibility as content can be easily tailored to the individual store, its location, the time of day, special events, etc. They also have the power to catch the attention of the shopper with content that is more compelling than a simple static display. Consider that in the US, researchers and retailers have teamed up to test a new wireless screen (the ShelfAds system), that automatically broadcasts a 10 second ad when a shopper walks by. The battery-operated devices cost around US$300, and are easily attached to the shelf edge. They are able to dispense scents, which means brands or categories can engineer brand experiences more easily. Locally, TV screens and production costs are an expensive investment. “Digital screens definitely have a justified share of the in-store media space but the large capex required limits rollout,” says Riaan Labuschagne, managing director, Zapop. (Source: Marketing Mix)

• The Deal:

A defined audience: Advertisers can access SA’s decision-makers – the who’s who of the country – a well-defined target market with little spillage.    Growing number of participating golf courses: In addition to our present portfolio of 13 participating golf courses, we aim to sign-up many more golf courses around the country before the end of 2009 – at no extra advertising cost to our advertisers.   Flexible advertising packages: Available to national and regional advertisers. Select between three national packages, or a regional package tailored to your geographic location.

Affordable rates: Allows smaller businesses the exposure and access to this influential and lucrative market segment.    Receptive audience: Reach the affluent golf demographic, while they are relaxed and receptive to your messages at a location where they feel right at home.

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“An exciting new sports festival was launched in March 2010. The festival is focussed on schools from across the country, by inviting u/13 to u/19 teams to participate in our particular sports’ weeks. The festival is hosted in the Helderberg and Boland districts in the Western Cape.