Your destination for BTL thought leadership, market insights & inspiration
Below the Line Marketing9 min read
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 …
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Brand Activation5 min read
Retailers are looking to diversify revenue streams. Brands are looking to engage with target customers. Combining retailer 1st party data with brand activations and promotions has the power to achieve both these ends, all while delivering a second-to-none…
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Brand Activation5 min read
It’s not enough to rest on your brand’s legacy laurels or to be a wall flower on retailers’ shelves. To stand out in trade and win consumer consideration and loyalty, brands must tell their stories and demonstrate their values in ways that target customers…
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4 min read
FMCG and Consumer Service Trade Marketing needs to deliver memorable experiences for maximum reach and revenue this festive, and beyond. To be successful, they need to: Be everywhere (omnichannel) Be customer-centric Be agile Be innovative
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Brand Activation6 min read
4 key B strategies to meet South African consumers where they act and transact for maximum reach, influence and revenue. 1. How to make marketing a Value Differentiator. 2. The Value of shopper-tainment – tips for creating an effective in-store shopper…
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Brand Activation5 min read
What can we expect from this year’s peak trading season, and how do brands looking to maximise reach, brand awareness and sales this Black Friday and beyond appeal to price-sensitive consumers? 1. Peak Trade is expected to improve on last year’s…
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Brand Activation6 min read
Read 4-South African Market Conditions that will drive Consumer Behaviour and Retail Trade this Peak Season and beyond: 1. Inflation is taking its toll: Basket spend is up but volume is down. 2. Constrained consumers prioritise perceived value over brand…
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Brand Activation8 min read
Fast Moving Consumer Goods (FMCG) contributes R1 trillion to South Africa’s annual gross domestic product (roughly 20% of economic production)…
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Below the Line Marketing3 min read
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 shopp…
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Creative1 min read
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…
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Digital Marketing1 min read
Something has been brewing within the Tradeway studio… Tradeway is assisting in powering a completely independent web-series called “In Conversation…
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Below the Line Marketing2 min read
Just as we thought we were through the worst of Covid’s clutches, Omicron reared its ugly head and brand activations…
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