In March 2004, foremost direct marketing organisation, PRIMEDIA @ HOME expanded its advertising services to include innovative consumer promotions with real return on investment. Realising the synergistic opportunities the organisations infrastructure and expertise offered, including national coverage and ease of distribution, PRIMEDIA @ HOME introduced its innovative Consumer Promotions Division.

PRIMEDIA @ HOME adheres to the philosophy that an organisation should never assume to have reached its pinnacle and constantly seeks new opportunities. Providing its clients an array of exciting advertising prospects, PRIMEDIA @ HOME has developed strategic alliances with prominent like-minded establishments including leading cinema advertising contractor CineMARK, innovators in forecourt advertising at service stations nationwide, Primedia Unlimited’s Forecourt Media, and sports marketing and promotions company, MegaPro Marketing.

Since inception, the PRIMEDIA @ HOME Consumer Promotions Division has focused on delivering unique consumer promotions designed to provide advertisers top-of-mind awareness, increased visibility and interactive advertising opportunities. “As more clients felt the need to interact directly with their target markets, the Consumer Promotions Division was formed to focus exclusively on the marketing and implementation of our promotional offerings,” says Modise Makhene, Managing Director, PRIMEDIA @ HOME.

The synergies between the companies allow PRIMEDIA @ HOME to provide the client with a fully integrated campaign, offering advertisers the opportunity to sell their brands using unusual, effective and well-managed consumer promotions. Through the strategic alliances PRIMEDIA @ HOME is able to extend its advertising portfolio to include: Centre court, cinema, club and pub, forecourt and beach promotions; exhibitions; sampling; events; intersection campaigns; business-to-business; leaflet and sample distribution.

“Developing strategic alliances with companies such as MegaPro Marketing, CineMARK and Forecourt Media means PRIMEDIA @ HOME will be able to provide current and potential advertisers the experience and expertise of our Consumer Promotions Division coupled with new advertising arenas including cinema, sporting environments and forecourt advertising at prominent service stations. Advertisers will be able to maximise brand awareness, increase retention levels and in many instance dominate the selected environment. The partnerships mean that all of the participating organisations can offer their client base a number of highly successful avenues and touch points to reach the intended target audience,’ reiterates Makhene.

‘This approach gives us a competitive edge to provide innovative cutting edge consumer promotions and advertising solutions,’ Makhene concludes. ‘Our aim is to be independently rated as the number one media company for creative consumer promotions in South Africa.’