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1 208 Advertising Customers and 386 Retail Stores Customers
and still growing...
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With more than 1 200 customers from categories as diverse as non-foods, foods, hardware, alcohol, municipal services, cellular services and many more, our analytical approach to the in-store broadcasting medium has made Radio Retail, not only the largest, but also the most profitable in-store broadcaster in Africa - for three years in a row.
Our approach is based on three equally important, interdependent philosophies:
- Communicate to the customer in a manner that is conducive to that individual's preferred buying environment.
- Allow the advertising message to dictate the target market as focused as possible. No more blanket broadcasting to all listeners in the medium's reach.
- Ensure at all times that the operational activities, which would include all entertainment and commercial broadcasting, induce additional sales.
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Colgate Palmolive used Radio Retail last year to support their Oral Care Class of Trade Promotion with the Shoprite Group of stores, and are currently looking at spending additional costs with Radio Retail by doing the same promotion this year. They had an increase of over 30% across this category last year. |
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Last year Premier Foods gave us the opportunity to create awareness amongst Shoprite consumers by means of a National promotion on Iwisa Maize Meal where they gave away fabulous surprises to the value of R800 000. This campaign gave an increase of 12% on a basic commodity such as maize, which is being regarded as a phenomenal increase. |
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The National Lottery has been using Radio Retail to support their big Jackpot Draws as well as their Super Draw for the past year. Compared to the same period last year(when they gave away the same prices) they have experienced increase of up to 16% in the amount of R2.50 tickets sold. Considering the fact that they had negative growth across the board, these results should be seen as excellent growth. |
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Clover Danone has just recently used Radio Retail to support the awareness for the name change of Danone Petite Yoghurt to Danone Danio. This awareness campaign lifted their unit sales by 27,7%. They are also currently using Radio Retail to support the name change of Clover Danone Smooth to Nutri Day. |
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Nestle ran a campaign at the end of last year on their Infant Division for PureEasy, a baby food product. Statistics were fantastic, and Radio Retail is looking forward to increase the sales across all of Nestle's categories. The advertising agency, Mindshare was very impressed with Radio Retail's service. Results were as follows: An increase of 31% in Kwazulu-Natal, an increase of 11% in Gauteng and a 15% increase in the Western Cape. |
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As Radio Retail can broadcast in the eleven official vernaculars in South Africa, Cell C used Radio Retail to its full potential by running a national campaign in the language of preference in each store. This action maximised customer reach by not excluding consumers, because of language barriers. |
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Cadbury, one of the most famous brands in the confectionary industry, has decided to test the effect that Radio Retail will have on its sale. This will sprout very positive results, as Radio Retail is a measurable media type that is heard by 35 million consumers on a monthly basis. |
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