Brand interaction pavement café style

"The brand acceptance at these sites is exceptional," says Sharon Mattinson, I&J's corporate affairs manager. "Our recent market research showed a 95 - 100% appreciation for the I&J brand. The brand is seen as considerate, empowering and thoughtful. We are seen to care and support the community with this venture, which is very gratifying."

Comments Mattinson on the opening of the outlets in Zola and Mofolo, "Township dwellers deserve fresh and tasty food that is conveniently available and prepared under strict hygienic conditions. I&J is in a position to meet those needs and the e-Stokini outlets provide the marketing and retail platforms to offer our brands for sale.

"A gift is being able to create jobs at the same time as each outlet requires two operators."

Spin off

The spin off from the e-Stokini -based venture also allows the brand to be seen to bring basic comforts to its customers, says Mattinson: "Not only can they have a snack, they can sit and interact with friends, watch Stokvel TV or just chill whilst waiting for a taxi!"

The I&J e-Stokini's offer selected I&J frozen foods for sale for those customers who prefer to pick up something on the way home to cook for themselves, as well as carefully planned pre-prepared meals as take-aways.

Appearing on I&J's take-away menu are foods such as Pepandaba! (traditional deep fried I&J fish, chicken or beef sizzlers with chips and wrapped in waxed Daily Sun front pages), kotas with hot curry sauce, fish fingers with chili dip, California Sandwiches (mashed fish cake sandwich) and beef and chicken burgers.

The menu was customised and designed for I&J by Community Television Network's Peacock Marketing division, a promotional arm which operates in the townships offering direct contact to the markets which clients seek.

Harnessing several platforms

e-Stokini living billboard outlets are a penetrative marketing method that harnesses several media platforms in one place. First to trial the medium was the Edcon group, which reported an excellent response from the community within two weeks of erecting its first ten e-Stokini units two years ago.

Already several entrepreneurs who run their small business from brand-supported e-Stokinis have been trained and assisted to profitability. The I&J units will, however, be more formally controlled to protect the brand's interests and image, and a lot of in depth training has taken place.

To attract customers, CTN Stokvel TV is flighted exclusively at each unit - outdoors -entertaining an audience outside of the home and offering advertisers an uncluttered environment. Stokvel TV has been operational for 12 years in the exclusive stokvel market and also serves as the mouthpiece for the South African Council of Churches.

The e-Stokini living billboard concept is tied into the very heart of this community - units are erected on busy intersections and on the public edge of private church property. The Churches benefit from the revenue and from being seen to find employment for those within the congregations who are in need.

"I&J is proud to be involved in the community in this mutually agreeable manner," concludes Mattinson.