Adcomm's first two issues May 2012 Launch issue

Adcom media Rand Show 2012 The 117 year old Rand Show brand is well and alive! Johannesburg can once again boast about hosting the largest consumer communication platform in South Africa. We all recall how, years ago retailers clamoured to book space at the Rand Show. But all of that changed when a change in ownership coupled with a change in strategy resulted in a noticeable decline of the event. The Rand Show presents an interesting case study in turning around brand perception. The single biggest challenge faced by organisers is the perpetuation of negative opinion expressed by persons who have not attended the event in the last three years and who are as such least qualiﬁed to do so. On closer inspection one can report that there is a new energy and commitment to rebuild the brand and some of the early successes include: • the return of the very popular, SANDF activation • the re-engagement of SABC as media partner • the recognition as a domestic tourism platform • the construction of an Animal Kingdom experience • the presentation of international entertainment This event is now ﬁrmly positioned to attract a high-LSM visitor proﬁle and family audience over the Easter period. Touchpoints include a variety of products of family interest • property and home improvement • children's toys, clothes and education • food and beverage brands and kitchenware • health, wellness and beauty products & equipment • science and technology • domestic tourism • boats, caravans and outdoor equipment The successful repositioning strategy coupled with committed implementation opens the door for marketers and retailers to reenter this space at no risk. Opportunities include • brand activations • sampling and tasting • research • interaction with the brand • retailing and sales • new product launches • face-to-face communication 32 May 2012

Adcomm's first two issues May 2012 Launch issue | Page 32