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Effective leaflet campaign
Capturing the attention of commuters at a transit hub, close to advertised stores, signals an immediate retail call-to-action. The result is a boosted turnover for these retail outlets and overall accelerated brand awareness. ComutaNet's recent marketing campaign for two Cape Town Shoprite stores showed the efficacy of this approach.
Each week the campaign saw twelve ComutaNet promoters hand out almost 40 000 leaflets during peak morning commuting times at the central transit hub of the Bellville train station platform and 'subway'. Commuters didn't have far to go to visit either of the advertised stores, with Shoprite in Voortrekker Street is less than 500m and Shoprite Middestad only 200m away.
"In the past, the Bellville station has been against independent leaflet distribution," says Brian Lindquist, sales and marketing director. "Therefore, this breakthrough opportunity has meant a lot for Shoprite and has assisted in marketing two nearby stores."
In the first week, the Middestad and Voortrekker Shoprite Store showed a turnover growth of 21% and 18%, like-on-like on previous years. Second week figures showed an additional 16% and 11% growth respectively. "This is an effective and inexpensive way to reach our customers," says Francois Hanekom, assistant brand manager, Shoprite.
"I feel this has been a successful initiative not only because of sales and growth results in both stores," he concludes, "but because of the successful implementation and effective carry-through on ground level by ComutaNet and its promoters. We will continue using this medium for us long as we feel it supports our closely situated stores."
