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Middle Media Sales Executive - OOH Gauteng, Johannesburg
Media Branding Consultant - OOH Johannesburg

Cross selling skincare and cellphones

18 Jul 2005

Trained promoters from Primedia @ Home recently donned 'mock sales assistant' MTN-branded T-shirts and manned Clinique counters at Edgars stores in Cresta, Eastgate, East Rand Mall, Sandton City and Menlyn shopping centres as part of an innovative consumer promotion to cross-sell MTN and Clinique services and products to Clinique consumers.

The promoters phoned regular shoppers from the Clinique database at their homes, inviting them to the cosmetic giant's "Bonus Time" promotion. In addition they alerted MTN customers and invited them to avail themselves for in-store specials to expand MTN's client base.

"Marketers constantly look for ways to make their product stand out in a crowded category. Primedia @ Home ensured MTN added current Clinique clients to their database, and consumers were made aware of product offers from both brands. The tripartite partnership proving valuable all-round in new business acquisitions and old business retention, and in customers getting value added service. The success of the promotion was two-pronged for MTN and Clinique, allowing both brands to reach consumers at home and in-store," says Modise Makhene, Primedia @ Home Managing Director.