Community Events Marketing (CEM)

Community Events Marketing offers clients the opportunity to entrench their brands within the Bottom of the Pyramid market through the sponsorship of community events, primarily targeting township consumers.

The Community Events Marketing solution creates an ideal platform for brand awareness. It also initiates community appreciation and offers an effective tool by which consumers can be targeted by age and gender, utilising the marketing philosophy: "Support those who support you" - "Izandla Ziyagezana"





While sponsorship of these types of events may seem an unusual practice by Western cultural standards, it is in fact greatly appreciated in the Bottom of the Pyramid community. Sponsorship of these events ensures additional hands and equipment at these large functions, and adds status to the events within the community.

Community Events Marketing covers events such as

• Sporting Events
• Weddings
• Tombstone Unveilings
• Funerals
• 21st Birthdays
• Women's Church Groups
• Graduation Ceremonies

Most event leads are generated by potential hosts contacting Face 2 Face after having attended a sponsored event, proving the effectiveness and appreciation of this service within the serviced communities.

Operation

Community Events Marketing supports these functions in the following ways:

• Events are booked upfront with families organising functions within the community
• Event marketing promoters assist the family with the layout of the function room and erect branded point of sale material
• The "sponsoring product" is incorporated as part of the event
• Sampling to guests is undertaken
• Promoters assist with serving and clean-up
• A brief product talk may be given at functions where speeches are given

Usage of Community Events Marketing

• Product launches, re-launches and line extensions
• Sampling
• Educational campaigns, promoting brand loyalty
• Social responsibility programs

Marketing Benefits

• Event based marketing targets economically active township consumers
• Events guarantee a minimum of 200 people per event
• Provides opportunity for involvement of brands in social responsibility programmes
• Event marketing provides a relaxed environment with a captive audience
• Promotes brand loyalty
• High brand exposure due to product exclusivity and whole-day promotion
• Event based marketing ensures awareness through strong branding and education
• Event marketing targets specifically by age and gender
• Targeted promotions can also be facilitated within an event