Adcomm's first two issues Adcomm August 2013 Relaunch issue | Page 43

brand activations. Called Partnerships with Co-branding, it is still in it in its infancy as the company experiments, but they have concluded several co-branded events and activations to date. “Co-branding opportunities not only reduce costs as far as the original client is concerned,” Mark comments, “but the publicity, or even just general awareness, potential available through co-branding are almost endless.” A new age Mark says that by holding conversations with relevant individuals he discovered that most people are tired of traditional media and want more than just print, or TV/radio, or outdoor. “We found consumers don’t feel these are engaging or exciting. And this brings us exactly to where BAM is and wants to remain! We are different, fun and creative; we’re also in consumers’ faces and we create the most memorable experience for various brands clients’. Outdoor Pezulu TARGETING EMERGING MARKETS Billboard company Pezulu Outdoor has found a niche in targeting emerging markets. Mark says that BAM is “ extremely creatively driven”. science,” he points out. “However, to stage an event in a creative engaging way making use of social and digital media tie in are BAM’s strengths.” * Mark can be contacted on: 011 0861 222 123; 082 969 9129 or [email protected] There is no doubt that the ‘creatively-driven, fun and exciting thinking his team is capable of play no small role in the success of the company’s events. Reducing costs through co-branding “What makes us stand out is the creative way we conceptualise an event or activation and the way we execute it,” Marc reiterates, “and to do this in a memorable and creative way is what separates us from the rest.” He adds, though, that in order to achieve activations of this nature general costs are very high. In order to overcome these costs so companies with limited marketing budgets can make use of BAM’s services, the brand activation company assists in finding sponsors to co-brand events or One of Pezulu Outdoor’s rural sites. Zoned for growth The company assists brands wanting to target people in urban; semi-urban and rural areas. “To clarify,” points out Director Andy Anderson, “for Pezulu, our ‘emerging markets’ focus is more of a growth focus where we target small towns or municipalities which are either in the process of becoming, or have the potential to become, larger than they are from a social, economic and, possibly, geographic perspective.” “What makes us stand out is the creative way we conceptualise an event or activation and the way we execute it,” Marc reiterates, “and to do this in a memorable and creative way is what separates us from the rest.” Maximum exposure An additional factor in the equation are areas where access to other advertising mediums are not very high, which allows for a lot of market penetration as far as billboards are concerned. Locations and statistics The company website, www.pezuluoutdoor.co.za, not only provides billboard locations in the above-mentioned areas, but also gives research statistics which may assist marketers in deciding where to place their billboards. Some of the statistics include: population breakdown (race and culture); construction and re-construction areas (and attractions within these); spatial planning; social services; and transport. Anything to grow the media landscape is awe-inspiring. August/September 2013 * Further information from www.pezuluoutdoor.co.za 43