Targeting Bottom of Pyramid Consumers

April 2010

For many years, above-the-line advertising was considered to be the most effective means of reaching and targeting consumers. Synonymous with mass marketing, these campaigns are typically linked to brand awareness and brand building. However, although above-the-line marketing may be considered effective when targeting higher LSMs, this is not necessarily the case amongst Bottom of Pyramid consumers particularly when communicating multifaceted messages.

Although above-the-line advertising, such as radio and TV, reaches the BOP consumers in terms of awareness and product recognition, it does not necessarily impact on purchasing decisions. In fact, TV and radio raises curiosity more so than it entices purchase. Interaction with the product by the end user is more likely to secure or entice sale.

The concept of "Seeing is Believing" for BOP consumers is a powerful one as disposable income is limited and a 'proven track record' is required when persuading these consumers to switch brands or entice them into purchasing a brand for the first time. Increased product appeal and relevance amongst BOP consumers needs to be driven through demonstration which eases full understanding of brand benefits.

Thus, BOP consumers are more likely to respond to marketing campaigns that involve a sensory experience that allows them to come into contact with the product for themselves and witness its efficacy.

In order to effectively reach BOP consumers, Primedia Face 2 Face recognises the importance of striking a balance between above and below- the-line campaigns. For the last 29 years, Primedia Face 2 Face Distribution has been distributing and promoting brands nationally to consumers in both rural and peri-urban areas. Primedia Face 2 Face also provides marketers with a unique opportunity to bridge the gap between above and below-the-line conventional media by providing the necessary mix between numeric distribution and face-to-face communication directly to the township markets.