“The Bottom of the Pyramid is the biggest potential market opportunity in the history of commerce.” Primedia Face 2 Face has been at the forefront of this thinking for more than 28 years, having realised the enormous potential of Bottom of the Pyramid consumers.

We provide marketers with a unique opportunity to bridge the gap between above- and below-the-line conventional media by offering Experiential Marketing services.

By providing the necessary mix of numeric distribution; face-to-face communication; and Experiential Marketing directly to the township markets nationally, we ensure our clients are able to entrench their brands in a previously unreachable market.

Primedia Face 2 Face has an experiential; strategic; and creative department whose sole focus for this department is to produce tailor made brand specific solutions for each campaign thereby providing a platform which is conducive to the targeted consumer through engagement and interaction.

Primedia Face 2 Face offers a number of specialised marketing solutions:

Distribution
Using its extensive network of distribution vans nationwide, Face 2 Face manages the distribution of clients' products into rural; peri-urban; and urban areas, targeting over 11 000 stores in Bottom of Pyramid market. These store types comprise a combination of self service; counter service; spaza outlets; and unbranded superette stores.

Roadshow Trailers (Promobile & Store Carnival)
The Roadshow Trailers offer an open platform flexible enough to create activations geared to effectively convey the client’s message and branding, thereby creating top of mind awareness and increasing the brand equity by entrenching brand loyalty into the hearts and minds of the consumer.

Through the positioning of these interactive platforms around high convergence points and the use of DJ’s and promoters, we are able to draw crowds creating brand awareness and encouraging participation in promotional and educational events.

These experiential platforms are designed to increase sales by driving giveaways; promotional offers; and sampling activity. A strong brand presence will be generated through the use of POS displays; branded giveaways; etc..

These innovative mobile marketing devices allow you to speak directly to your target audience and the location most appropriate to your specific target market will be selected.

Community Events Marketing (CEM)
Community Events Marketing offers clients the opportunity to entrench their brands within the Bottom of Pyramid market through the sponsorship of community events, primarily targeting township consumers.

The Community Events Marketing solution creates an ideal platform for brand awareness. It also initiates community appreciation and offers an effective tool by which consumers can be targeted by age and gender, utilising the marketing philosophy: "Support those who support you" - "Izandla Ziyagezana"

Brand Ambassadors
In order to effectively target township consumers, the Brand Ambassador Service utilises its existing distribution infrastructure in order to provide access to 11 100 key influential township trading outlets nationally.

The Brand Ambassadors promote strong township trader relationships and this, in turn, ensures awareness and loyalty of your product through strong branding and sampling via face to face interactivity.

Hit Squads
The Face 2 Face Hit Squad Service is a customised method of targeted sampling and wet demos, which can be tailored to the brand and the client's specific needs, allowing Face 2 Face to target consumers by age and gender ensuring wider reach and minimal media wastage.

A fully branded team will conduct a campaign specific demonstration, promoting specific brand awareness and education. This targeted brand awareness creates product specific interaction and ensures a focused campaign that is both personal and memorable to the consumer.

Wholesale Trader Activation
The Wholesale Activations team offers the perfect interactive marketing platform for marketers. The team creates a platform conducive to promoting brand awareness, facilitating brand education and sampling activity to Bottom of Pyramid traders at wholesaler entry/exit points as the traders stock up on products for their stores. The team is strategically placed at key wholesalers over peak shopping periods thereby ensuring the most economically active traders are reached.

Sampling Programme
The Sampling Programme is an extremely versatile mobile marketing product sampling service that reaches Bottom of Pyramid consumers in captive, location-specific settings.

The programme targets schools and clinics and offers marketers an ideal opportunity to gain market share by way of product sampling to a captive audience. Focus is target market specific and eliminates media wastage. Product sampling provides a multi-functional and multi-sensory approach, increasing brand awareness and recall, through trial.

Consumer Activations
Primedia Face 2 Face offer a one-stop-solution to clients who are seeking creative and innovative ways to reach and educate their desired market, through experiential marketing.

Our platforms can be used to communicate by creating a sensory experience that engages and excites your target market, by building a solid relationship with your consumers in a fun, engaging, educational and unobtrusive manner.

Our solutions offer brands a direct communication channel to economically active South Africans by appealing to the entire range of human perception through a sensory experience guaranteed to ensure your brand remains top of mind.

For further information, visit www.f2f.co.za or email [email protected].