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"A new R650,000 car? No, thanks." Experiential! Part 3 [Bizcommunity (South Africa)](Bizcommunity (South Africa) Via Acquire Media NewsEdge) Nthabiseng from the North West or Engela from Ermelo (both LSM 3) might love a brand-new R650,000 car - but it's not a requisite that's on either one's everyday radar. So what does an off-brand promo like that do for either of these examples?... "Nothing!" says Athy le Roux, CEO and Strategic Head at Mo-Tseleng Experiential Marketing. "For one, the disconnect will do nothing for your brand, but - more importantly - the danger in how this disconnect is perceived as disregard, is something that can do serious, long-term damage." The point of Experiential is the experience - one the consumer would actually have asked for, and will/would be moved by (anyway) in very realistic and relevant ways. So it's a powerful punch that you pack when you leverage your communications with rewards that acknowledge and respond to your target market's specific reality. "It doesn't take game-changer inventions to show that innovation happens all around us, every single day," says Athy. "In a stunningly short period of time, internet usage via mobile technology has been embraced by emerging markets in ways previously unimagined. It's a forum of opportunity that this market can engage with from just about anywhere - across smartphones and feature phones alike. But... there's a catch! This market's interest and willingness to engage on this platform doesn't come with a hefty business contract - or even a low-level, company paid-for contract. They are pay-as-you-go users. They need airtime." The third part to the ACE campaign - designed and implemented by Mo-Tseleng - used an on-pack promotion and SMS verification to reward consumers with R5.00 in airtime. "The lure to get this market to log on on means nothing when they have no airtime. That, along with how they connect with their families, their employers and their fellow church-goers, all comes down to actually being able to use the device in their hand. Without airtime, it's a wasted resource." The value of our offering "It's not brain surgery," continues le Roux, "but it is where Experiential gets the green light. Our understanding of the different perspectives - brutally different to the different markets and the very different income groups - is how we prove the value of our offering." Running from April to June, this campaign was relevant to a period when festivities have died down while daily necessities have not. A contribution by your preferred brand towards an expense otherwise deemed 'a luxury' goes a long way in cementing brand loyalty. Supported through Radio (Metro FM, Lesedi, UmhloboWenene and Ukhozi FM), the campaign maximised its relevance with a very real R20,000 cash prize - awarded to Thembisile Lucia from Hlongwane whose verified R5 airtime entry SMS made her eligible for the grand prize. As part of this three-phase campaign, Mo-Tseleng also amplified experiences for ACE through an in-store and wholesaler activation (phase 1), and a church-driven pack collection (phase 2). See our Press Office for related news on these and other exciting campaigns we have produced. The power of an experience is effective in converting consumers from your competition's brand to yours. This is the territory that expedient, experiential marketers are effective in - one that Mo-Tseleng consistently charters, for new and unique ways to attract, convert and retain the attention and loyalty of consumers. Speak to Mo-Tseleng for ways to amplify your brand in the right spaces and see how these translate into bottom-line results for you. All rights reserved. (c) 2014 Bizcommunity.com Provided by SyndiGate Media Inc. (Syndigate.info). |