R5 750 plus VAT per delegate

R5 250 plus VAT per delegate for three or more delegates.

Enquiries: mariannen@systems.co.za or (011) 234 7008

Sponsorships: terrym@systems.co.za or (011) 234 7008

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Effective marketing in the township workshop schedule

Day 1

8h15-8h55: How shopping patterns and priorities been affected by the recession?

Frans van der Colf, director, Emerging Markets, Pick ‘n Pay

A top retailer’s perspective on the township markets.

• How malls are impacting on traditional retail
• What type of promotions work best in the townships?

8h55-9h35: Township shopping dynamics

Gill Mkhasibe, managing director, The Alternative Consultancy

• Retail profile – supermarkets, spaza’s, hawkers and general dealers
• The role of transport in shopping patterns
• Key influences upon purchase processes and product/brand decisions
• When do township shoppers shop, how does their spend vary and why?    
• The independent trader environment, impact of immigrant traders
• What influences traders in selecting products, brand and sizes?

09h35-09h50: Stretch break

9h50-10h30: The big 5 – townships

Talia Feigenbaum, Urban Econ

• Review of the socio-economic profiles, disposable incomes and priorities
• Current and planned nodal plans investments, housing ownership
• Evolution of township retail malls, markets and hawkers
• Transit system overhauls and the impact of the rapid transit systems
• Hubs – massive opportunities for marketers.

10h30-11h00: Coffee & networking

11h00-11h40: Commuter marketing

The impact of transportation changes and new related infrastructure on media and marketing communications. 

• New transit media opportunities
• Transit media as a integral part of the communication mix
• Case sudies. 

11h40-12h20: The new branding frontiers

Gary Harwood, director, HKLM

A big interest of marketers these days is reaching and influencing lower LSM’s and particularly in the townships

12h20-13h20: Lunch

13h20-14h00: Coloured townships are different

Jason Stewart, managing director, HaveYouHeard

• How marketers can relate to the reality of coloured township life
• 'Cool' activities and cool role models
• Useful stats.

14h00-14h20: Coffee and networking

14h20-14h20: Activating township youth

Although the recession has adversely affected the world’s economy and many South African households, township youth maintain their ‘frontier mentality’: media and connectivity demands, thirst for knowledge and an insatiable appetite for branded goods. The street is still buzzing, and youth’s ambitions and aspirations are h-e-c-t-i-c!

15h00-15h40: Sports activation in the townships

• Tools and insight into how sports marketing is best activated within the townships
• Checklist for success
• Options/alternatives to brands whom are not major sponsors of specific sports
• Models and methodologies which delegates can use for their own activations.

Day 2

8h15-8h55: Taxi transportation

The taxi commuter profile, hub upgrades, integration with the transit system

• Marketing opportunities: interior, exterior, activation.

8h55-9h35: The impact of cultural traditions upon marketing practices

• Birth, death, marriage, so called 'ancestor worship' and the role of the sangoma and traditional healing in today’s South Africa
• Are there any major differences across the various African cultural groupings?
• How can a knowledge of these traditions assist when marketing brands in these communities?
• How can you use this knowledge to avoid causing offence and damage to your brands?    

9h35-9h45: Stretch break

9h45-10h25: Cool communications in the townships

• Who are the music role models
• What type of music is in
• Colloquial chat

10h25-10h55: Coffee & networking

10h55-11h35: The township media mix

Weighing the reach and influence of traditional media compared to new media, compared to activation marketing. The golden guidelines to creating a township media schedule.

11h35-12h15: Mobile marketing in townships

Let us experience a day in the life of an ordinary South African... travel with us to and from Tsepho’s house in Soweto and discover opportunities and find ways to meet his lifestyle needs that you might not be aware of, via the mobile medium.

12h15-13h15: Lunch

13h15-13h55: Working with community radio

The effective use by marketers of community radio stations in the townships. Yes, the reach, but more particularly focusing on their community involvement activities and how marketers can engage the public, working with community radio

13h55-14h05: Stretch break

14h05-14h45: Location marketing optimising response

Vincent Maher, commercial manager for Mobile Advertising, Vodacom 

Using location data to target advertising campaigns via mobile phones and isolate geographic audiences, using platforms like The Grid and Vodafone Live! 

Rudi Keet, commercial manager & Dee Sinclair, national sales and marketing manager, On the Dot

• Segmentation techniques
• The importance of timing
• What works best, competitions, vouchers, etc
• Case studies.