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Unlocking the Power of Promotional Trade Marketing: A Data-Driven Approach
In the age of TikTok, Instagram, Facebook (the list goes on and on…) digital channels often steal the spotlight and take priority. One strategy remains a cornerstone for influencing consumer behavior: promotional trade marketing. According to a report by Event Marketing Institute (EMI), over 80% of consumers are more likely to purchase a product or service after participating in an in-person promotional event. This statistic begs two questions: With such influence why is promotional trade marketing often left the last bits of brands
Beyond Ai-deas: The Importance of Data-Led Brand Activation for Lasting Consumer Loyalty, Trust and Advocacy.
Introduction In today’s economic climate, marked by rising inflation and heightened price sensitivity, the battle for consumer attention and loyalty has intensified. Brands are seeking innovative ways to break through the noise, especially in competitive consumer markets. And in the wake of the democratisation of generative Ai, innovation and ideas abound. But (Ai)deas are cheap. Execution that drives behavioural change is priceless. Below-the-line marketing tactics and mechanics, with their focus on direct consumer engagement, offer a tangible, real way to impact consumers where they
Consumer Marketing in 2024 | How to win customers and influence consumers.
Key Consumer Trends to Maximise Consumer Marketing Results in 2024. South African’s are notoriously resilient. And 2023 proved yet another test of our resilience. Not least because of a cost-of-living crisis characterised by soaring consumer goods prices. While not uniquely South African, a persistent energy crisis added insult to injury. In 2023, the number of loadshedding days reached an all-time high, adding pressure to already constrained value chains. Shoprite’s South African Supermarkets division, for instance, incurred R1.3 billion in load shedding expenses, while Spar spent over R700 million on
Demystifying Shopper Marketing to Win Customers
Introduction In today’s competitive consumer goods landscape, shopper marketing is crucial to your brand’s success. Shopper Marketing encompasses a wide range of strategies and tactics aimed at influencing consumer buyer behaviour, ultimately leading to increased conversions and brand equity. But in a rapidly evolving retail landscape, what exactly is Shopper Marketing? How is it distinct from consumer marketing? Or retail marketing? Or indeed, trade marketing? And in an ecommerce setting, isn’t it just digital marketing? In this blog post, we’ll demystify Shopper Marketing. Whether you
Tradeway Promotions Welcomes Creative Giant, David Tshabalala, as Head of Design
Johannesburg, South Africa – In a significant move to strengthen our creative leadership, we have appointed David Tshabalala as Head of Design. Celebrated as an influential thought leader and a beacon of creativity, David, also known by his artistic moniker Slaying Goliath, is set to steer Tradeway’s design vision into the future. David brings a wealth of experience and innovation in the consumer goods and services marketing sector. His creative acumen is widely recognised, with his works resonating with South Africans across the nation. Tshabalala’s innovative mindset
Festive Season Frenzy: How to Activate Brand Awareness this Black Friday and Beyond
Introduction Black Friday signals the beginning of the festive season frenzy. In the world of retail and consumer goods, that means one thing—opportunity. And not just any opportunity. It’s the kind of seismic moment that can make or break annual targets. Last year, FNB reported that its customers alone spent a record R3 billion on Black Friday, with 80% of spend taking place in physical stores – an increase of 18% from the previous year. This year, Black Friday is expected to be even bigger, with many
The AI Revolution: How Artificial Intelligence is transforming Experiential Consumer Marketing
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 like Alexa and Siri, AI is ubiquitous. Recent innovations like Shoprite X’s cashier-less concept stores signal AI’s transformative potential when it comes to retail consumer experiences. From the cutting edge