Primedia Face 2 Face Brings Technology to the Fore

March 2009

Primedia Face 2 Face has been distributing and promoting brands nationally to black consumers in rural and urban areas since 1981. The main portion of the market, in which F2F operate, falls under LSM groupings 1-6. The Bottom-of-the-Pyramid market has often been a challenge to marketers as very limited research findings are available. Therefore providing real marketing solutions with substance has been an on going obstacle.

F2F has made a bold move in 2008 to "step up" and incorporate a technology based system, Geomapping, which allows F2F to formulate highly accurate database's, into a previously unreachable market place. Precise demographics, based on area can be developed to accurately target and reach economically active consumers.

Geomapping, incorporated with F2F's newly installed vehicle tracking systems provides exact locations (longitude and latitude) of the stores within the specific areas of operation. From this information, the more economically active stores can be identified and targeted. F2F can now define within a 5km radius, income bracket, age profile, household population, race and buying habits. This defined information is highly valuable in a market where, generally speaking, consumers do not travel more than 2 to 3 km from their home to shop.

With this refined data available, F2F can create and develop tailor made messages to a specific target audience both in store and outdoor, ultimately providing more accuracy and accountability in these remote areas.