Introduction In an era defined by digital advancements and technological convergence, marketing is evolving at an unprecedented pace. However, no force is as transformative as Artificial Intelligence (AI). Whether you’re aware of it or not, AI has long been part of our everyday experiences. From facial recognition for secure smartphone access, to sophisticated voice-activated assistants […]
Introduction: The Season of Opportunities Spring is in the air and all good brand managers know that the ensuing summer heat brings more than just the fragrance of flowers — it marks the lead-up to peak trading season for consumer goods brands. To maximise peak performance, you must break through the noise of competitive markets
Master Peak Season with Experiential Events: The Ultimate Guide for Brand Managers. Read More »
Introduction On the 29th of March, our own Andreas Smit featured as guest lecturer for the University of Pretoria’s BCom Honours (Marketing Management) students. Andreas is a sales and marketing specialist with over 15 years’ experience in trade marketing spanning corporate, agency and as an independent consultant. A lifelong learner, Andreas has a BCom Honours degree in
Below-the-Line Marketing: 5 Superpowers to Becoming the Consumer’s Hero Read More »
By Andreas Smit | Executive Consultant and Executive Business Development Director…read more SUMMARY Productive channel partnerships (with promotions agencies and beyond) have the power to amplify results, and transform brands and careers. BUT average client-agency relationship tenures are getting shorter and don’t allow time-to-value. Understanding The Value Creation J-Curve and the link between Return-on-Investment and committed relationships
Activate the Power of Partnerships: How to Maximise Value with your Promotions Agencies. Read More »
Fast Moving Consumer Goods (FMCG) contributes R1 trillion to South Africa’s annual gross domestic product (roughly 20% of economic production) and employs 2.5 million people, (or 16% of the country’s total formal labour force). But this robust sector isn’t immune from disruptive innovation and evolving consumer behaviour. Consumers are increasingly discerning and empowered, and the
Shopper Marketing in-store is key to effective integrated, omnichannel brand strategies. Buying online may be convenient, and it has seen significant growth with the Pandemic as the great accelerant, but most local shoppers still prefer hitting the malls with over 95% of retail sales in South Africa in 2022 taking place in physical channels. While consumers are
Omnichannel Shopper Marketing News: Retail Apocalypse? No way, SA! Read More »
You’ve no sooner dressed the tree than the shops are advertising pencil cases, backpacks, and lunchbox treats. What gives?
As consumers navigate the rollercoaster ride of living alongside Covid-19, and while plans are still on for schools to open on schedule in January 2022* despite the looming threat of Omicron, 68% of financially hard-hit South Africans are dependent on competitive pricing, promotions and ‘deals’ to get their back-to-school shopping done, and many perceive these to correspond with festive season specials in the run-up to the end-of-year break.
Back to school is anything but cool Read More »
Something has been brewing within the Tradeway studio… Tradeway is assisting in powering a completely independent web-series called “In Conversation with an Agency”. This series is available on all streaming platforms including Apple Podcast, Spotify, YouTube and Instagram. This series aims to gain and share a holistic and unbiased view of the industry. We will
Just as we thought we were through the worst of Covid’s clutches, Omicron reared its ugly head and brand activations came to a screeching halt. Or did they? For two agonizing years brands struggled to remain in the hearts and minds of consumers in a largely contactless world. Traditional promotional marketing techniques required more consideration
SUCCESSFUL BELOW-THE-LINE MARKETING CAMPAIGNS TO INSPIRE YOUR NEXT MOVE Read More »
Experiential marketing has, until recently, recognised everyone born between the years 1980 and 2004 under the banner, “Millennials”, and treated them largely as a homogenous collective. While grouping a certain demographic by age does assist in some predictions, it is becoming increasingly obvious that Millennials are comprised of four separate groups. Each group is affected
Effective Experiential Marketing for Four Types of Millennials Read More »
