PRIMEDIA @ HOME, South Africa’s foremost direct marketing and consumer promotions company, has the inimitable ability to provide accurate mass- and niche-targeted direct media solutions to marketers, media planners and advertisers. The efficacy of PRIMEDIA @ HOME’s delivery is primarily centred on the precision and high quality of Marketscan©, its comprehensive national and continental database of information used to pinpoint specific target markets in suburbs, schools, traffic intersections and shopping centres.

To enable PRIMEDIA @ HOME to identify distribution areas for advertising material such as leaflets, pamphlets and brochures, the company constantly develops, maintains and enhances Marketscan©, its all-encompassing database. Marketscan© also includes overlaps of demographical information sourced and updated from census data and information from local authorities and PRIMEDIA @ HOME’s 38 distribution outlets situated in strategic locations in South Africa, Namibia and Swaziland.

Initially, the locations are mapped out, with housing counts and basic demographic information including the type of houses people live in, number of cars per household, type of area – rural, township or urban, the predominate race group living there and accessibility to the area. For example, Marketscan© was utilised to plan the distribution of PRIMEDIA @ HOME’s advertorial-based magazine, Heita!, by pinpointing a specific target market of 100 000 middle- to high-income households in Soweto.

Once the information has been compiled, it guides the distribution in line with the specifications of the results found. “PRIMEDIA @ HOME’s unique marketing tool, Marketscan©, is an invaluable resource that helps us identify exactly where a client’s intended target is, how they can be reached and the amount of disposable income they have. The next best prospect after an existing customer is someone who lives next door to that individual. Therefore the more you know about your existing customer, the more accurately you can target prospective clientele,” says Modise Makhene, PRIMEDIA @ HOME Managing Director.