Primedia Face 2 Face

Face 2 Face Background

Started in 1981, Primedia Face 2 Face, originally known as Product Marketing Services or PMS, was acquired by the Primedia Group in 1994. It forms part of the Out of Home Division of Primedia, along with companies such as Primedia Outdoor, Primedia Instore, Campus Media, ComutaNet and Primedia Africa.

Brand Building Specialists

Primedia Face 2 Face provides marketers with a unique opportunity to bridge the gap between above- and below-the-line conventional media by providing the necessary mix of numeric distribution and face-to-face communication directly to the township markets. This allows our clients to entrench their brands in a previously unreachable market.

Focus is target market specific and promotes brand awareness and education through the various service offerings. Media wastage is therefore virtually non-existent.

Face 2 Face has introduced a number of extensive standard distribution and communication services which allow marketers the opportunity to create an interactive and interpersonal relationship with targeted consumers.

Defining the BOP Market

The Bottom of the Pyramid (BOP) market is made up of predominately LSM 1-6 and this continuum is spread throughout South Africa. Research shows that spending in low income communities in South Africa runs into billions of Rands and offers enormous potential as consistent income in times of economic downturn.

In economics, the Bottom of the Pyramid is the largest, but poorest socio-economic group. The phrase "Bottom of the Pyramid" is used in particular by people developing new models of doing business that deliberately target that demographic, often using new technology.

CK Prahalad (http://en.wikipedia.org/wiki/Bottom_of_the_pyramid)

This is a viable market and access is not difficult considering Face 2 Face have a network that operates nationally. Contrary to popular belief the poor are brand conscious and connected technologically be it through radio, TV and mobile phone. This dissuades long held beliefs and assumptions that this market is not lucrative.

Face 2 Face's Focus

The focus is target market specific and promotes brand awareness and education through the various service offerings, and therefore media wastage is virtually non-existent. These face-to-face interactions bring the brand alive to the consumer and allow them to experience the benefits for themselves which in turn leads to increased long-term brand equity and positioning.


Primedia Face 2 Face has an experiential, strategic and creative department. The focus for this department is to produce tailor made brand specific solutions for each campaign, thereby providing a platform which is conducive to the targeted consumer through engagement and interaction. This creates a sensory experience that is relevant, memorable, interactive and emotional. This strengthens the bond between the brand and the consumer and is vitally essential to the brand’s continued life span.

Face to Face guarantee a national reach across the entire LSM spectrum thereby ensuring brand expansion to a broader target market geographically

Product Marketing: Brand Awareness & Distribution

Face 2 Face communication services can be utilised for the following:

• Product launches
• Re-launches and line extensions
• Support for promotional campaigns and competitions
• Sampling
• Wet demonstrations
• Dipstick research
• Education campaigns
• Store openings
• Event sponsorships and sports marketing

The use of these services allows Face 2 Face to quickly react to client needs, creating powerful brand awareness.

The multifunctional and multi-sensory approach ensures maximum brand exposure and recall, while the mobility of the mediums allows for complete flexibility in usage and coverage.