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Primestars Marketing, a company
in the Primedia Unlimited stable, has launched a revolutionary marketing
concept to connect with consumers – a new communication channel dubbed
The Third Place that offers marketers a stage from which
to build profitable long-term relationships rather than merely once-off
sales.
Founded on the principle that
the purpose of business is to profitably create compelling experiences
that ensure consumer loyalty, The Third Place is an experiential platform,
providing a theatre for dynamic and unique brand communications, interactions
and dialogue, an environment between home and work, where marketers can
connect with their target market at all touch points.
“Marketing to consumers in the home and
work environment has become the norm,” says Martin Sweet, Director of
Primestars Marketing. “But consumers are continually bombarded with multitudes
of advertising messages making it increasingly difficult for brands and
products to stand out from the clutter.
Entertainment has become a major draw card and The Third Place concept
attracts audiences to venues away from the home and work environment,
engaging them with entertaining educational and networking opportunities”
According to Sweet, The Third
Place is essentially a refinement of community-marketing. Using state
of the art technology, it offers individual growth within a community
of like-minded people seeking personal growth.
Primestars’ Third Place concept has been brought to life through Entrepreneurial
Wednesday, a monthly event launching in June 2005.
This event will see thousands
of entrepreneurs gathering at Ster-Kinekor theatres nationwide to be
educated, informed, enlightened and entertained.
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“By giving existing and would-be
entrepreneurs access to the thought processes and practices of successful
and qualified entrepreneurs, Entrepreneurial Wednesday will create and
nurture an entrepreneurial culture amongst members. Through skills transfer,
encouragement and networking, audiences will be empowered to start their
own SMEs, creating personal wealth and much needed employment,” says
Sweet.
“By building communities of
interest in The Third Place, the brands involved will be seen to have
relevance and context. Customer
relationships that result from this community of interest will be mutually
beneficial, creating goodwill to nurture future interactions.”
“Discussions and advice on
health issues, financial independence, property investment, home décor
and wealth creation will roll out as will programmes targeting South
African working women and reaching out to our youth. “People need informal
public places where they can gather, put aside concerns of work and home,
relax, talk, learn and grow. These theatres of learning address this
need providing education as well as casual social interaction between
members of like-minded communities in a safe and comfortable place away
from work and home – a space we call The Third Place.”
Companies and brands associated
with this type of communication channel enjoy multiple benefits including
being welcomed into the hearts and minds of the member community. Doing
good, is good business!
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