INTRODUCING ROOTS 2019 - Spark Mediasparkmedia.co.za/wp-content/uploads/2019/07/ROOTS...Prof Andrew...

INTRODUCINGROOTS 2019

1

You can’t build a beautiful model without a plan / manual (architecture)

Good news: our profession now has the architecture (framework) to guide all our

marketing efforts

2

WHY ARE WE HERE

01WHY ARE WE HERE

WHAT WE KNOW FOR SURE

3

• Whilst buyer behaviour might

adapt to changing market

realities…

• …our brains don’t

• Well they do change but they

will not change in our lifetime

• We are wired to respond in

certain ways

01WHY ARE WE HERE

GOOD NEWS - UNPACKED

4

ROOTS forms the SA framework of this architecture

MORE GOOD NEWS

• The more we learn about the evolution in marketing thinking, the more we see the value and relevance of ROOTS data.

5

Source:

(After all, the Ehrenberg-Bass Institute has)

WHY ARE WE HERE

6

01

CREDENTIALS & METHODOLOGY

6

1. Credentials and Methodology

2. Highlights of the many categories

3. Buyer Behaviour DISCOVERIES

4. Media

5. Conclusion

02HISTORY & CREDENTIALS

HOW IS ROOTS CONDUCTED?

• Multistage clustered random probability sampling

• Research Universe - decision makers (shoppers) aged 18 plus, living in formal households within selected local newspaper footprints across South Africa.

• Decision makers are questioned in their home by a trained interviewer using a tablet to capture the answers.

• This is known as a CAPI interview (Computer Assisted Personal Interview).

• The interview lasts for 50 minutes.

• Sample sizes vary from 150 to 300 interviews per area depending on it’s size and diversity.

• This ensures a safe margin of error (95% confidence level).

7


ROOTS FOOTPRINT

8

EAST RAND - 9

JHB NORTH - 8

WEST RAND - 4

JHB SOUTH - 5

EMFULENI (VAAL) - 5

SOWETO - 10

TSHWANE (PRETORIA) - 7

ETHEKWINI (DURBAN) - 9

ZULULAND - 1

MID SOUTH COAST - 3

NORTH COAST - 2

LOWER SOUTH COAST - 3

REST OF KZN - 4CAPE TOWN - 13

EASTERN CAPE - 4

GARDEN ROUTE - 3

NORTHERN CAPE - 1

OTHER WESTERN CAPE - 3

FREE STATE - 4

LIMPOPO - 1

MPUMALANGA - 7

NORTH WEST - 1

= more than 100

individual footprints


RESPONDENT BASE - SPREAD OF SEM

9

0

500

1 000

1 500

2 000

2 500

3 000

3 500

4 000

4 500

ROOTS 2019 Establishment Survey

* This graph reads: ROOTS 2019 has a respondent base of 3,032 respondents in SEM 10 (High) where

as the Establishment Survey has a respondent base of 776 respondents in SEM 10 (High)

*

*

10

01

ROOTS HIGHLIGHTS




4. Media

5. Conclusion

03SOME HIGHLIGHTS

0

10

20

30

40

50

60

70

80

90

100

2013 2016 2019

Growth of internet use over 7 years – 3 ROOTS surveys

88 areas that can be trended

Each marker / dot = approximately 300 interviews 28

5271

Total trendable sample

2103 2016 2019

#1 USE THE INTERNET DAILY

Implications:

Questionnaire changes

inclusion of online behaviour

* This graph reads: in 2013, 28% of decision makers use of the internet daily, this has increased to 52% and 71% in ROOTS 2016 and ROOTS 2019 respectively. The graph indicates all 88 areas and the increase in each area’s daily use of the internet.

03SOME HIGHLIGHTS

#2 TRENDED REACH OVER TIME

12

The stability of local community papers – 3 ROOTS surveys

88 areas that can be trended

67%

35%

29%

19%

65%

25%22%

15%

66%

18% 17%12%

Local Papers Daily Papers Weekly / Weekend

Papers

Weekly Magazine

2013 2016 2019Health check

* This graph reads: In ROOTS 2013, 67% of decision makers read their local paper, in 2016 this figure was 65% and in 2019, 66% read their local paper.

03SOME HIGHLIGHTS

TRENDED REACH OVER TIME: JABAVU

13


67%

22%

5% 4%

83%

17%

2% 3%

Jabavu Urban News Daily Sun Soccer Laduma Drum

2016 2019

* This graph reads: In ROOTS 2016, 67% of decision makers in Jabavu read their local paper – The Jabavu Urban News, in 2019 this figure has increased to 83% of decision makers in Jabavu read their local paper – The Jabavu Urban News.

03SOME HIGHLIGHTS

TRENDED REACH OVER TIME: BOKSBURG

14

61%

9% 7%11%

87%

5% 6% 4%

Boksburg Advertiser Daily Sun Sunday Times Huisgenoot

2016 2019


* This graph reads: In ROOTS 2016, 61% of decision makers in Boksburg read their local paper – the Boksburg Advertiser, in 2019 this figure has increased to 87% of decision makers in Boksburg read their local paper – the Boksburg Advertiser.

03SOME HIGHLIGHTS

#3 PEOPLE SHOP AT DIFFERENT TIMES OF THE MONTH

56%

30%

12%

2%

53%

33%

12%

2%

One bulk shop a month

and some top-ups

Twice a month/every two

weeks

Weekly or almost weekly Twice a week or more

2013 2019

Roots Spark Release 2019

Implication:

Changes in behaviour

Convenience is key

• Increase in no. of stores

• Needs changing

More opportunity to get into people's

shopping baskets

This graph reads: In ROOTS 2013, 56% of shoppers did one bulk shop a month & some top-ups and 30% did twice a month/ every two weeks. In ROOTS 2019 these figures have changed to 53% of shoppers did one bulk shop a month & some top-ups and 33% did twice a month/ every two weeks

03SOME HIGHLIGHTS

#4 ONLINE SHOPPING IS STILL IN ITS INFANCY

16

4

5

6

8

9

9

11

Toiletries

Vitamins

Food & Groceries

Clothes

Movie / theatre

Holiday / accomodation

Airline tickets %

%

%

%

%

%

%

This graph reads: In ROOTS 2019, 11% of decision makers bought airline tickets online

03SOME HIGHLIGHTS

#5 INTERESTING TOPLINE INFO

17

Banking:

ABSA20

FNB17

STD BANK

162016

CAPITEC

15

ABSA

21FNB18

NED-BANK

152019

CAPITEC

21

Cell phones:

VODACOM

40

MTN38

CELL C152016

VODACOM

38

2019

MTN35

NED

BANK

13

STD

BANK

12

CELL C17

Telkom

5

In ROOTS 2016, ABSA had a 20% share of people with a bank account. In ROOTS 2019, this has increased to 21%.

In ROOTS 2016, Vodacom had a 40% share of people with cell phone. In ROOTS 2019, it is 38%.

03SOME HIGHLIGHTS

#5 INTERESTING TOPLINE INFO

18

Clothes Shopping:

Edgars40

Mr

Price

40

WW32

2016

JET23

2019

Loyalty Cards:

PnP Smart

Shopper

37

Clicks

Club

Card

26

Edgars

Thank U

17

2016WW16

2019

Edgars33

Mr

Price

33

WW28

Acker

mans

20

PnP Smart

Shopper

43

Clicks

Club

Card

35

Edgars

Thank

U

15

Discovery

15

In ROOTS 2016, Edgars had a 40% share of people who shopped for clothes in the past 6 months. In ROOTS 2019, this decreased to 33%.

In ROOTS 2016, PnP Smart Shopper had a 37% share of people with loyalty card. In ROOTS 2019, it is 43%.

03

BUYER BEHAVIOUR& WHAT ROOTS REVEALS

SOME MAJOR DISCOVERIES FROM THIS ARCHITECTURE

19




4. Media

5. Conclusion

04BUYER BEHAVIOUR

UNDERSTANDING BUYER BEHAVIOUR MATTERS BECAUSE

20

• We are all in the business of building brands

• We talk to potential buyers or users

• This works best when we understand what makes them tick

• And we can talk meaningfully

• And actually influence what they do

04BUYER BEHAVIOUR

BUYER BEHAVIOUR & WHAT ROOTS REVEALS

TODAY, in the interest of time and relevance – we will examine

4 DISCOVERIES

• What ROOTS Reveals

• Anchored in Principles

21

04BUYER BEHAVIOUR

DISCOVERY #1

• LOYALTY – (probably the most important discovery)

• Humans are naturally curious & like choice.

22

04BUYER BEHAVIOUR

ROOTS REVEALS

23

The detail per local

geographic areas

of who your

shoppers / users are

& who you share

your shoppers /

users with.

PRINCIPLE

“Your consumers are just somebody else’s

consumers who occasionally buy from

you”

Prof Andrew Ehrenberg

04BUYER BEHAVIOUR

A loyalty card program doesn’t make you ‘sharing immune’

24

PDM’S in Sandton who have

a PnP loyalty card and

shopped for F&G at PnP

(67,000) in the past month,

also shopped at:

Checkers

58%

WW

40%Spar

18%

F&VCity/FLM

10%

Clicks13%

SANDTON

Top F&G retailers:

1. PnP 76%

2. Checkers 40%

3. Woolworths 40%

4. Spar 18%(Base: F&G past month)

04BUYER BEHAVIOUR

DISCOVERY #2

• Randomness – people behave randomly

25

04BUYER BEHAVIOUR

26

ROOTS REVEALS

We know there are people in

the market every week. But we

don’t know who they are or

how to reach them individually.

Markets are thin so look for high

aggregate propensities /

clusters or catchment areas.

PRINCIPLE

“Consumer

behaviour is random

and unpredictable –

adjusted for our

mood or need at a

particular point in

time.”

Prof Andrew Ehrenberg

04BUYER BEHAVIOUR

RANDOMNESS – PEOPLE SHOP FOR CLOTHES AT DIFFERENT TIMES OF THE YEAR

7

25 25 26

97

4

22

31 30

75

3

22

3032

7

4

Once a month or

more

Every 2 - 3 months Every 4 - 5 months Every 6 - 12 months Once a year Less than once a

year

2013 2016 2019

Implications:

Seasonality

Needs of shoes & clothing shoppers

Important to connect with shoppers

on a continuous basis

This graph reads: In ROOTS 2013, 7% of shoppers shopped for clothes once a month or more often. In 2016, this dropped to 4% and in 2019, it is 3%.

04BUYER BEHAVIOUR

RANDOMNESS – HIGH PROPENSITIESLooking at high indices

Interested in Food / Cooking / Baking:

• JHB North East

• Kimberley

• Uitenhage

Buy wine (once a week or more often)

• Constantia / Plumstead / Hout Bay

• Plett / Knysna / Sedgefield

• Milnerton

Interested in Home & Décor

• Rosebank

• Nelspruit

• JHB North East

Areas with a high propensity for an interest in Food / Cooking / Baking are JHB North East, Kimberley & Uitenhage

Areas with a high propensity for an interest in Home & Décor are Rosebank, Nelspruit & JHB North East

Areas with a high propensity for buying wine (once a week or more often) are Constantia / Plumstead / Hout Bay & Plett / Knysna / Sedgefield & Milnerton

04BUYER BEHAVIOUR

Soft Furnishings or Home accessories (across all ROOTS Footprints)

29

Of the 7,295,000 shoppers in the ROOTS survey

1,169,000 (16%) shoppers have bought soft furnishings or home

accessories in the past 12 months

97,417 have bought soft furnishings or home

accessories in the past month

24,354 have bought soft furnishings or

home accessories in the past week

So much choice?

29%

18%

13%

11%

10%Now Edgars Home

04BUYER BEHAVIOUR

Small electrical appliances in Midrand

30

So much choice?

Of the 51,000 shoppers in Midrand

39,000 (77%) shoppers have bought small electrical appliances in the past 12 months

3, 250 have bought small electrical appliances in the past month

813 have bought small electrical

appliances in the past week

35%

16%

14%

14%

14%

04BUYER BEHAVIOUR

DISCOVERY #3

• DECISION MAKING – People largely make decisions intuitively.

31

04BUYER BEHAVIOUR

32

DISCOVERY #3

SYSTEM 1

95%

SYSTEM 2

5%

Fast / Impulsive

Unconscious / Instinctive

Automatic

Everyday decisions

Error prone

Slow / Thoughtful

Conscious / Deliberate

Effortful

Complex decisions

Reliable

04BUYER BEHAVIOUR

33

ROOTS REVEALSMeasures mindshare or

mental availability.

Shows just how competitive markets are across categories

at a local level.

And shows how customers are spoilt for

choice.

PRINCIPLE

“We think much less than we think we think.”

Daniel Kahneman

Make it easy to buy &

easy to be thought

of.

04BUYER BEHAVIOUR

COMPETITIVE MARKETS

34

For example: Medical Aids

Sandton

Area by area your brands compete

This graph reads: In ROOTS 2016, 27% of Sandton decision makers have a Discovery Medical Aid, and in ROOTS 2019, 36% of Sandton decision makers have a Discovery Medical Aid.

04BUYER BEHAVIOUR

COMPETITIVE MARKETS

35

For example:

Takeaways (P4W)

Protea - Soweto

Area by area your brands compete

This graph reads: In ROOTS 2016, 73% of Protea, Soweto decision makers have bought takeaways from KFC in the past 4 weeks and in ROOTS 2019, 72% of Protea, Sowet decision makers have bought takeaways from KFC in the past 4 weeks.

04BUYER BEHAVIOUR

DISCOVERY #4

• THE LOCAL IMPERATIVE –

• People choose to live (& shop) locally.

• In geographic areas that suit them & are convenient to their life stages & lifestyles.

36

04BUYER BEHAVIOUR

37

ROOTS REVEALS

Identify high incidence

areas for your users &

stores based on people

with a likelihood to buy

your category.

PRINCIPLE

Understand your shoppers/ users at a

local level.

Geo-segmentation is your priority

segmentation tool.

04BUYER BEHAVIOUR

AVERAGE TIME PREPARED TO TRAVEL FOR…Differs by category & by area

38

FOOD & GROCERIES BUYING A NEW CARA GOOD RESTAURANT

20 MIN - DOBSONVILLE 35 MIN – DIEPKLOOF20 MIN - GERMISTON

7 MIN -AMANZIMTOTI

11 MIN UMHLANGA

9 MIN – FAERIE GLEN

(TSHWANE)

13 MINS 21 MINS15 MINS

In ROOTS 2019, the average time prepared to travel is 13 minutes to buy Food & Groceries, in Dobsonville shoppers are prepared to travel 20 minutes to buy Food & Groceries. In Amanzimtoti shoppers are only prepared to travel 7 minutes to buy Food & Groceries.

04BUYER BEHAVIOUR

CATCHMENT AREAS: MALL OF AFRICA

39

26%

11%

6%

6%

4%

4%

4%

3%

3%

3%

Midrand

Sandton

Randburg

Fourways

Centurion

Glenvista /

Mondeor

Roodepoort

Kempton

Ruimsig

Southdale/

Turffontein

This graph reads: Of the people who have shopped at Mall of Africa, in the past 3 months, 26% live in Midrand.

04BUYER BEHAVIOUR

EG: MIDRAND Shopping centres visited before opening of MALL OF AFRICA (2016) and after (2019)

CATCHMENT AREAS ARE LOCAL

47%

2016 2019

MIDRAND

CBD 41%

35%

75%

41%

35%Noordwyk Shopping Centre

04BUYER BEHAVIOUR

AREA PROFILES DIFFER

Age:16-34

Indian

SEM 8 -10

Age: 50+

Coloured

Black

Age:35-49

34

%

47

%40

%

76% 53% 50%

58% 48% 92%

58% of Chatsworth are in SEM 8-10, 34% are 16-34 years old and 76% are Indian.

04BUYER BEHAVIOUR

COMPETING STORE PROFILES DON’T CHANGE SIGNIFICANTLY PER AREAIn Randburg, PNP shoppers look like Checkers, Spar & online shoppers

42

This graph reads: Of the shoppers in Randburg, 92% are in SEM 8-10, and 93% of the PnP shoppers in Randburg are in SEM 8-10 and 93% of the Checkers shoppers in Randburg are in SEM 8-10 and 91% of the Spar shoppers in Randburg are in SEM 8-10. And 95% of the Online Grocery Shoppers in Randburg are in SEM 8-10.

04BUYER BEHAVIOUR

Flown - anywhere

62%

Had a headache

44%

Music concert

or live event

54%

Had a baby

2%

Got married

3%

10%

ROOTS OFFERS LOCAL FLAVOUR – WITH BREADTH AND DEPTH

Fourways

Had hair done

59%

Been to gym

39%

Had a beauty

treatment

43%

* VS Average for Large Metro's

VS. 48% VS. 15% VS. 6%

VS. 26% VS. 34% VS. 1%

VS. 82% VS. 25% VS. 2%

Have a home

loan

04BUYER BEHAVIOUR

ROOTS REVEALS

44

#4 DISCOVERIES – A QUICK RECAP:

BUYER BEHAVIOUR

DISCOVERIES

1. LOYALTY

2. RANDOMNESS

3. DECISION MAKING

4. THE LOCAL IMPERATIVE

ROOTS REVEALS

1. Per local geographic areas, who your shoppers / users are & who

you share your shoppers / users with.

2. There are people in the market continuously. High aggregate propensities / clusters or catchment areas.

3. Measures mindshare or mental availability.

4. Identify high incidence areas

of people with a likelihood to buy your category.

04

MEDIA

45




4. Media

5. Conclusion

05MARKETING COMMUNICATION (vs architecture)

MARKETING’S GOAL – INFLUENCING BUYER BEHAVIOUR

46

+Mental availability Physical availabilityMaking it easy to be

thought of, by as many

people in as many buying

situations – as possible

• Distribution

• Store location

• Access

• Easy to buy

MEDIA


Most of us here are focussed on media/channel selection,

Responsible for the creation / development of effective media

strategies

47

WARNING: USUALLY THE MOST EXPENSIVE PART OF MARKETING & BRAND

BUILDING and THE MOST CRITICAL

MEDIA


48

To grow your brand :

Attract light + Non-users

NO LOYALTY

They can be hard (and expensive) to reach and it’s even harder to get their attention (as opposed to regular users/shoppers who notice you more easily)

Re-cap!

MEDIA


49

But the good news is that all these consumer insights have also given us a

better manual/framework to help make smarter media decisions

RANDOMNESS

We cannot predict who, when, or which of your products they will need

(at an individual level)

Re-cap!

AND…

MEDIA


OVERALL GOAL:

50

NOT Frequency, or tight targeting, or only

personalisation campaigns as we have been told

(this is based on “loyalty” and dare we say, not a very good

understanding of Buyer Behaviour)

MASS EFFECTIVE REACH

MEDIA

05MARKETING COMMUNICATION (vs our architecture)

“Not talking to enough potential buyers is like building a cathedral in the desert”

– Hamish Priest

51

MAXIMISING QUALITY REACH IS THE NO. 1 PRIORITY(not frequency)

Evaluate against Effectiveness first (value) & Efficiency second (price)

MEDIA


MASS EFFECTIVE (Quality) REACH

52

+Mental availability Physical availability1. Who

2. Why

3. How

4. When

5. Where

MEDIA


1. WHO?

53

Large Relevant Audiences

All category users/buyers/shoppers

Target the purchase NOT the person/profile


Brand segmentation is a marketing myth

MEDIA


ROOTS REVEALS: LARGE RELEVANT AUDIENCES.Food & groceries in Randburg

54

Local papers are read by 5 x more food & grocery shoppers* than any other print medium.

* Wholly or partly responsible for food and grocery shopping

This reads:75% of PDMs in Randburg who are wholly or partly responsible for food and grocery shopping read their local paper.

The best read weekly paper is the Sunday Times with 14%.The best read Daily Paper is the The Star with 6%.And the best read weekly magazines is Move with 8%.

75% 14% 6% 8%

Randburg Sun Sunday Times The Star Move

5X

MEDIA


77% 8% 9% 1%

Eldorado Park

Urban NewsSunday Times Daily Sun

ROOTS REVEALS: LARGE RELEVANT AUDIENCES.Shoes & clothing Eldorado Park

55

Local papers are read by 10 x more shoes & clothing shoppers* than any other print medium.

* Bought shoes or clothing in the past 6 months

This reads:77% of PDMs in Eldorado Park who bought shoes or clothing in the past 6 months read the Eldorado Park Urban News.

The best read weekly paper is the Sunday Times with 8%.The best read Daily Paper is the Daily Sun with 9%.And the best read weekly magazines is Drum with 1%.

Drum

10X

MEDIA


ROOTS REVEALS: LARGE RELEVANT AUDIENCES.Motor vehicles in Pretoria East

56

Local papers are read by 5 x more car shoppers than any other print medium.

* Bought a new or second hand car in the past 12 months.

This reads:74% of PDMs in Pretoria East who bought a new or second hand car in eth past 12 months read their Pretoria Record East.

The best read weekly paper is the Sunday World with 14%. The best read Daily Paper is the Pretoria News with 10%.And the best read weekly magazine is Move with 12%.

74% 14% 10% 12%

Pretoria Record East Sunday World Pta News Move

5X

MEDIA


57

More likely to pay attention

The reason for consuming the media type

Media environment must match the task orientation


2. WHY?

MEDIA


Behaviour created over time!!

& the consistent exposure does a really good job of branding as well.

.58

WH

ER

E

• Readers use their local papers for planning their shopping.

• They prefer their inserts to be delivered in their local paper

2. WHY?

MEDIA vs ( our architecture)MEDIA


PLANNING SHOPPINGWHY

79%Of CT Southern Suburbs read the inserts delivered in their local paper

88%Of CT North prefer their inserts

delivered in their local paper

62%Of Soweto use their local paper to

make F & G shopping decisions


60

3. WHEN?

a) Continuity

Aim for weekly exposure

(NOT frequency!)

MEDIA vs ( our architecture)MEDIA


CONTINUITY

“Catch them when they fall” – (trigger a response when they have a need)

61

?

? ?

??

In every 1 of the 52 weeks in a year,

people are in your category

More likely to notice when “In Market”

Plan for weekly

exposure to

remind the ever-

changing pool of

consumers who

are ready to buy

MEDIA vs (our architecture)MEDIA


62

+/-6.4 millionLocal papers in the

market every week in SA

WHEN

3. WHEN?



63

Cont.

b) Recency

exposure as close to the purchase occasion as possible

3. WHEN?



RECENCY

64

?AD

NEED PURCHASE OCCASION



65

Local papers mostly

distributed from

Wednesday - Friday

WHEN


66

Add niche/smaller options later if budget allows, but aim

for adding Reach not Frequency (duplication)

4. HOW?

Media that delivers large audiences first (and quickly) = the foundation

MEDIA


HIGH REACH & LOW DUPLICATION(Total 2019 sample)

65%

18%

70%

5%

17%

69%

4%

Local All Dalies Combined Daily

and Local

Daily adds All Weekly Combined Weekly

and Local

Weekly adds

4. HOW?

This graph reads: Of all ROOTS respondents 65% read their local paper vs. 18% of all daily papers. 70% of decision makers read both a daily & a local paper. Only 5% read any daily newspaper and NOT a local paper.



HIGH REACH & LOW DUPLICATIONEG: Roodepoort

ROODEPOORT

4. HOW?

83%

4%

84%

1%5%

84%

1%

Roodepoort

Record

The Star Roodepoort

Record & The Star

combined

The Star Adds Sunday Times Roodepoort

Record & Sunday

Times combined

Sunday Times

Adds

This graph reads: Of all Roodepoort decision makers, 83% read their local paper – Roodepoort Record vs. 1% who read The Star.84% of decision makers read both The Star & the Roodepoort Record. Only 1% read The Star and NOT the Roodepoort Record.



HIGH REACH & LOW DUPLICATION(Total 2019 – internet)

65%

25%

72%

7%

Local paper Any news site online Combined Local Paper & Any

News Site Online

News site online adds

4. HOW?

This graph reads: Of all ROOTS respondents 65% read their local paper vs. 25% who read news site online.72% of decision makers read both their local paper and read news site online. Only 7% read news sites online and NOT a local paper.



HIGH REACH & LOW DUPLICATION(vs internet) in FOURWAYS

70%

58%

84%

14%

Local paper Any news online Combined Local Paper & Any

News Online

Online adds

MEDIA

4. HOW?

This graph reads: Of all ROOTS respondents 70% read their local paper vs. 58% who read any news site online.84% of decision makers read both their local paper and read any news site online. Only 14% read any news sites online and NOT a local paper.

FOURWAYS

MEDIA


Local newspapers reach such large relevant

audiences with a frequency of 1,

that it is inefficient or not necessary to add another

media type (with the same messaging).

71

4. HOW?



MASS EFFECTIVE (Quality) REACH

72

+Mental availability Physical availability1. Who

2. Why

3. How

4. When

5. Where

MEDIA


73

Physical availability

5. WHERE?

a) High propensities

Fish where the fish are



Local papers = highest media reach per category

74

Of monthly shoes

& clothing

shoppers read

their local paper

60%

Of people earning

R51,000+ PI read

their local paper

68%

Of people who do

gardening read

their local paper

72%

Of people with

WIFI / ADSL @

home read their

local paper

72%

Of people

interested in food,

cooking or baking

read their local

paper

69%

a) High propensities

5. WHERE?


75

Physical availability

5. WHERE?

b) Catchment areas

Location of stores or branches



The real power of local / geography = relevance

76

ACCESSIBILITY

AVAILABILITY

+

MEDIA

5. WHERE?


EG: MIDRAND

2019

75%

People shop and live locally

Midrand Reporter Readership73%

MEDIA

5. WHERE?


EG: ALBERTON CITY

2019

66%

People shop and live locally

Alberton Record Readership76%

5. WHERE?



So it’s no surprise:

Local papers continue to thrive!

79

5. WHERE?4. WHEN?3. HOW?2. WHY?1. WHO?

Reaching large relevant audiences in an environment where people are

primed to pay attention to shopping / services advertising


06CONCLUSION

BUILDING FOR GROWTH

• We are very proud of our strong & profitable newspaper brands.

Our success is based on your support

We know that’s not because you ‘love us’ so much or want a relationship with us, but because…

They consistently deliver your messages to the hard to find large relevant audiences

…for the past 40 years

80

06CONCLUSION

OUR MEDIA BRANDS

81

MENTALLY AVAILABLE PHYSICALLY AVAILABLE

(known by almost all local residents) (distributed to the home – easily accessible)

We aim to follow the sage advice

and keep our brands

&

We would love to keep partnering with you to do the same

06CONCLUSION

We are excited about the future of the local paper media category!

So keep creating brands that stand out

Provide appropriate messaging to influence buyers

We are confident that we will continue to reach “the few” who do care & are interested – at the right time

in as many weeks as possible, in the most effective & efficient way.

82

THANK YOU

83

Date post:	20-Oct-2020
Category:	Documents
Upload:	others
View:	2 times
Download:	0 times

INTRODUCING ROOTS 2019 - Spark Mediasparkmedia.co.za/wp-content/uploads/2019/07/ROOTS...Prof Andrew...

Documents