The Alternative Consultancy launches new advertising service to township traders

As their role in product distribution began to be acknowledged by greater numbers of marketers over the last 15 years, township traders, especially spaza stores, started to be increasingly inundated with point-of-sale material, in a rather uncontrolled manner.

Starting with paper posters, this graduated to A4, A3, then A1 size ABS boards, followed by signage on roofs and even store names on poles, as marketers tried to increase their visibility to the store's customers.

"This has resulted in great clutter at most outlets," say Gill and George Mkhasibe, joint managing directors of TAC, "and we admit we have contributed to some of it! But at least we have visited these stores several times a month, as part of our cash van service and have been able to ensure that advertised products are in stock. Many other companies have just conducted once off point-of-sale erection campaigns and never returned to the outlets, leaving ageing, faded boards and outlets which don't even have the products."

The traders themselves, from initial excitement years ago, when large companies approached them with free advertising material, have grown tired of an endless stream of nails being banged into their walls, causing damage and are also beginning to question why they provide advertising for marketers, but have never received any remuneration.

Says Gill, "South Africa must be one of the few countries on the continent where advertisers don't pay for the material they erect at small stores. Traders here are beginning to wise up to this."

To address all of these issues, TAC is now offering a new option for marketers - they have negotiated to "own" walls at the 2 500 outlets they currently service, reserved only for the p-o-s they erect on behalf of clients, who pay a monthly rental fee. This will consist of between 3 and 5 A1 aluminium snap frames, containing PVC posters, which will be changed according to client demand. Traders will, for the first time, receive payment from advertisers.

George explains, "Apart from offering a much more sophisticated advertising medium, which will update the look of the stores, the beauty of our service is that we have a long established relationship with these traders and visit them regularly. If clients elect to also use our cash van service we can ensure advertised products are always in stock. Advertisers will no longer have their ads lost amongst many other brands, creating more impact on consumers at the point of purchase. The traders we service have been widely consulted on this and are so excited about it."

Advertising options are not limited to an A1 size. As TAC identifies additional opportunities to brand larger spaces, they will offer these to clients.

The first areas where the project is being piloted are Soweto, the East Rand, Pretoria, Polokwane, Tzaneen and Durban.

TAC has also received requests from shebeens, bottle stores and schools to extend the concept to them.

For more information, contact Gill or George on 011 402 5944/5, email or