rato marketing communications april 2016

Rato Marketing Communications April 2016 1


A BRIEF INTRODUCTION

RMCS’ TAKE

ON THE SHOPPER

MARKETING

EVOLUTION

• Shopper marketing and activations have become a

component of effective consumer marketing in general.

• It is the result of changes in consumer behaviour, mass

communication, the retail landscape and technological

innovation.

• Consumer/shopper behaviour: Twenty-first century consumers

have far more media options, and subsequently much greater

control over the messages they encounter.

• They have more retail destinations from which to choose, and

consequently less loyalty to any one chain. Their shopping trips

typically are much shorter in duration, yet they often require

more information to complete them.

3Rato Marketing Communications April 2016

• Mass communication: Mass media began fragmentation with

the arrival of Pay TV and increased exponentially with the

Internet making it far more difficult for marketers to effectively

reach large segments of the population.

• This trend has led clients to reassess their marketing budgets to

identify other avenues for mass communication, and also to re-

evaluate their strategies to focus more on targeted activity. In

both respects, the point of sale has been identified as an ideal

location, and in-store marketing budgets have risen

accordingly.

• The spread of cell phones, along with the emergence of social

media networks, have fostered a “next generation” consumer

who gathers information and shops very differently to his

predecessors — and whose habits continue to evolve.


THE SHOPPER

MARKET

EVOLUTION

Who do customers trust? According to a 2009 study, the answer is

each other — and company employees.

Only 14% of people trust ads, 78% trust recommendations of their

peers.

It’s all about conversations.

Rato Marketing Communications believes that brands now need

to activate –from the inside out.

And to do that, they need to understand the conversations…..


THE TRUST

FACTOR


THE TRUST SCALE

UNDERSTAND THE CONVERSATION

While there is still room for mass advertising through media, above-

the-line advertising itself may need to go through its own

evolution.

Beyond static point of sale and printed materials, even beyond

advertising, the proposition should start and be a part of the

conversation we advocate.

To support the dialogue, we create shopper marketing

activations.

Brand activations are all about creating experiential marketing

interactions between the brand and the consumer. They speak

directly to the consumer in a familiar environment where all the

senses come alive and they interact with the brand. It brings the

brand to life and creates a memorable experience.


BRAND AND

SHOPPER

ACTIVATIONS

TRENDS:

Trends are constantly evolving and so as to ensure we stay ahead

of the curve, we research and introduce innovative ways and

platforms to showcase your products or services.

RETURN ON INVESTMENT:

Through consumer interaction, participation and education, we

are able to introduce, differentiate and highlight your products or

services within the targeted consumer LSM grouping. All this

promotes a “Feel Good – Need to Have” sense amongst

customers resulting in increased awareness and ultimately

measureable return on investment.


RATO

MARKETING

COMMUNICATIO

NS’ APPROACH

VISION:

To ensure your brand is “top of mind” and becomes the first choice

for consumers.

MISSION:

To introduce and create awareness for your products and services

using trained promoters (ambassadors) who directly interact with

consumers and create conversations that lead to preference.

HOW WE DO THIS:

Taking your brand to consumers is our priority. We offer diverse

platforms to promote your brand through our national network of

promoters and activation teams.


RATO MARKETING

COMMUNICATIONS

AT YOUR SERVICE

OUR COMMITMENT TO YOU:

We are results driven and work together with you to deliver the

best ROI and outcomes based on your approved overall strategy.

We project manage each campaign and keep you informed

throughout the process.

HOW OUR ACTIVATIONS AND SHOPPER MARKETING PROMOTIONS

CAN BENEFIT YOU:

* Consumers are introduced to and educated about new

products / services

* Consumers are reminded about existing products / services

* Consumers experience a renewed interest or confidence in the

brand

* Relationships between consumers and products / brands are

enhanced when complimentary gifts or samples are paired with

promotions

* Consumers are encouraged to acquire the product or

experience your service through strategic promotional activities

OUTCOMES:

* On completion of each campaign our clients receive a detailed

feedback report.

10

RATO MARKETING

COMMUNICATIONS

AT YOUR SERVICE

Rato Marketing Communications April 2016

• Promotions / Brand Activations / Shopper Marketing

• Design & Layout

• Branding

• Banners

• Pamphlets

• Printing

• Translations

• Strategy

• Communications

• Brand

• Marketing

• Copy writing

• Corporates Gifts

• Wellness Events / Activations

• CSI Activations – *New*


WHAT WE OFFER

• Taxi Ranks

• Banks

• Shopping Malls

• Intersections

• Universities

• Stadiums

• Sampling

• Events

• Exhibitions

• Golf Days

• Wellness Events

*In fact, virtually everywhere you want to start a brand or

service conversation with your consumers.*


WHERE WE

WORK…

• MTN Prepaid

• Abraham Kriel Childcare – Flash mob Campaign

• Dove Sampling

• Colgate Sampling

• Green Advertising Golf Survey

• Tiger Brands

• Standard Bank

• ABSA

• FNB

• African Bank

• Y-AGE

• Event: ABI

• Event: Frik Du Preez – Charity Golf Day

• Event: Abraham Kriel Childcare – Stars for Charity

• Event: Kaya FM Nelson Mandela Relay

• Event: Bonitas City 2 City Marathon

• Rand Water Wellness activations

• Bonitas Medical Scheme Wellness activations


WHAT WE’VE

DONE…

• As a full service resource, we have the expertise, networks and

support systems in place to offer you a holistic experience from

the concept and design of promotional material to the sourcing

and training of suitable brand or service ambassadors.

• Our attention to detail ensures all campaigns are implemented

with the utmost care and with service excellence at the core.

“Sweating the small stuff” is what makes all the difference, and

its what we’ll do for you.

• We ensure campaigns meet your strategic objectives and stay

within budget.

• We are your one stop source for activations, promotions,

shopper marketing and more that delivers measureable returns

for your investment with utmost accountability.


AND IN

CONCLUSION


THANK YOU

C o n t a c t D e t a i l s : L e r a t o M o s h o d iT e l e p h o n e N o : 0 8 2 - 7 5 3 - 8 3 0 5E m a i l A d d r e s s : l e r a t o @ r a t o . c o . z a

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rato marketing communications april 2016

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