IT HAS BEEN SAID THAT MARKETING HAS ONE GOAL, TO REACH CONSUMERS AT THE MOMENTS THAT MOST INFLUENCE THEIR DECISIONS.

QUESTION: WHICH MOMENTS ARE THESE?

CONSUMERS ARE OVERLOADED

Consumers are overwhelmed by the sheer volume of marketing messages they have to process everyday.  In one study, a consumer physically saw around 3,500 marketing messages – all in just one day!  Is it any wonder consumers are confused as to where they last saw a given advert?  Should we then, as marketers, be surprised consumers filter out our messages?

The human mind can only stand so much.  Clearly, we need to rethink our communication strategies.

MEDIA PROLIFERATION

Media proliferation, and the explosion of the internet has created a highly fragmented world of information. Communication strategy is now a juggling act between mass media awareness and customised engagement with individuals. Reaching consumers efficiently and with impact via traditional media has become a complex and expensive challenge.

THE CHALLENGE:

FOR BRANDS TO BE NOTICED

Malls are now considered the 3rd place, where consumers congregate, shop, socialise, do business, and are entertained. And within the mall, there is much to distract one; – the average SA super-regional mall has over 300 stores – the average supermarket has between 15,000 and 16,000 SKUs.

MEDIA PROLIFERATION

Media proliferation, and the explosion of the internet has created a highly fragmented world of information. Communication strategy is now a juggling act between mass media awareness and customised engagement with individuals. Reaching consumers efficiently and with impact via traditional media has become a complex and expensive challenge.

THE CONSUMER JOURNEY – A TOTAL SOLUTION

Gone are the days of using the funnel metaphor to describe the consumer journey to purchase. Instead of a top-down approach, we suggest a consumer-centric strategy which brings together 2 complementary halves; – mass media to introduce brands and help consumers form their consideration set, and; – critical consumer touchpoints in the final mile to purchase to influence and persuade.

MAKING THE SALE

Ultimately, every marketer seeks the same final result; to make a sale, and build a long relationship with the customer. ADD+ is in the business of helping retailers leverage key consumer touchpoints in the final mile to purchase, namely; – window display & in-store experiences – WOM and sharing opportunities – mobile online properties

Shawn Lambie

Office: 011 794 7063
Mobile: 082 619 3618
Fax: 011 794 4196
Email: shawn@addplus.co.za

Eugene Vorster

Office: 011 794 7063
Mobile: 084 802 2958
Fax: 011 794 4196
Email: eugene@addplus.co.za

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