Nomvuyo Godlwana

 2014 CONVERSE MEDIA PLAN Converse is a brand that has somehow became part of a lifestyle and a part of certain cultures. The Converse sneakers come in a variety of colours and patterns that youth associates themselves with. Looking at the fact that Converse was initially made for Basketball players, it is now worn by different people from different backgrounds and cultures all over the world and those people are not even part of Basketball, they just love how comfortable these sneakers are. The language of the campaign is English but because I will be choosing to use the SABC radio stations as well that only communicate in South African languages like; Sotho, Ndebele, Venda, Tsonga, Xhosa, Afrikaans, Zulu, Swati and Pedi meaning that these language will also have to be used to communicate with people who only understand their own home languages and cannot understand English. Another thing is that the adverts will be aimed at people who are on LSM 6 – 10. This Converse media plan is divided into two sections, with the first section consisting of the primary target market and the other with the secondary target market and also providing ways in which these target markets can be reached. LSM DISCRIPTION LSM 6 Demographics 19.5% of the adult South African population Urbanised Mainly 25 – 49 years of age Up to post-school qualifications but not necessarily university education Average monthly income being R5 755 Have access to electricity, hot running water and flush toilets Owners of a number of durables such as TVs, hi-fis, radio sets, stoves and fridges as well as Cell phones More than half of them have savings accounts and over a third have some form of insurance product Participate in a number of outdoor activities Listen to a wide range of commercial radio stations, including community radio stations Viewers of SABC 1, 2 and 3 as well as E-TV Exposed to outdoor advertising Regularly read daily and weekly newspapers and magazines Go to cinema LSM 7 Demographics 10.2% of the total adult South African population Urbanised Predominantly male Above 25 years of age With grade 12 and a higher education qualification Average monthly income is R10 044 being the highest and R9 242 being the lowest Living in houses or flats Have full access to all services Own household durables and often motor vehicles Actively participate in a range of outdoor activities such as holidays in South Africa Listen to a wide range of commercial radio stations and community radio Regular viewers of SABC 1, 2 and 3 as well as E-TV and M-Net Exposed to outdoor advertising Have access to the internet at least four times per week. Regularly read daily and weekly newspapers as well as magazines Go to cinemas LSM 8 Demographics 7.5% of the total South African adult population Predominantly male Urbanised Mainly based in Gauteng and Western Cape Over 35 years of age Have completed grade 12 and have higher level qualification Average monthly income become R14 017 being the lowest and R12 068 being the lowest Majority owns their own houses Full access to all basic services Have full ownership of all household durables including PC and a satellite dish Participate in a wide range of outdoor activities Listen to a wide range of commercial radio stations and community radio Viewers of SABC 1,2 and 3 as well as E-TV, M-Net and DStv Exposed to outdoor advertising Access to internet at least four times per week Read daily and weekly newspapers and magazines They go to cinema LSM 9 Demographics 8.4% of the total adult South African population Urbanised Predominantly Male Over the age of 35 Have completed grade 12 and achieved a higher level qualification Average monthly income being R19 453 being the highest and R15 853 being the lowest Full access to basic services Most own their own homes Have full ownership of all household durables including PC at home and satellite dish About two thirds own their own vehicles and air travel is common Listen to a wide range of community radio stations and community radio Regular viewers of SABC 1, 2 and 3 as well as E-TV, M-Net, DStv and DVDs Exposed to outdoor advertising Have access to internet at least four times per week Read daily and weekly newspapers and magazines Go to the cinema LSM 10 Demographics 6.3% of the adult South African population Urbanised Over 35 Completed grade 12 and achieved a higher level qualification Live in conventional housing which they usually own Monthly income R28 467 being the highest and R22 043 being the lowest Have full access to all basic services including PC at home, satellite dish, own vehicle and microwave oven Participate in a wide range of activities such as exercising and use both local and international air travel Listen to a wide range of commercial radio stations, including community radio stations Regular viewers of SABC 1,2 and 3 as well as E-TV, M-Net and DSTV Exposed to outdoor advertising Access to internet at least four times a week Read daily and weekly newspapers and magazines Go to cinema Relationship Marketing and how Converse can go about building relationships with its target markets There are five levels of customer bonding according to Cross & Smith and those are; 1. Awareness bonding which is more about establishing recognition for the brand, usually by advertising but does not require any actual interaction with the customer, meaning that it can only be done through mass media. So Converse can establish recognition for its products by using billboards, TV, radio, magazines, cinema advertising, alternative advertising, and direct marketing as well as advertising on newspapers. Illustration of Converse sneakers on a billboard 2. The second level is the identity bonding which is whereby customers build on the awareness of the brand, also whereby they attach value to your company, service or product. It is said that this creates a platform for an on-going relationship and may involve conspicuous consumption of the product like people wanting to wear Converse t-shirts and owning Converse key holders. This is mostly done because they want to be associated with the Converse brand and would love to fit in with certain groups of people who are already addicted on Converse. Some people even go as far as having promotional products such as pens and calendars. Illustration of Converse promotional product, the Converse key holder 3. Thirdly, there is Relationship bonding which moves to an interactive dialogue with the customer. It is said that this happens via some sort of client or marketing database, like collecting email addresses, residential addresses and cell phone numbers of customers to send them promotional messages. This is a much stronger level of bonding compared to other levels because there is some reward system involved or loyalty programmes to keep customers actively involved with the brand. This can be done through creation of loyalty cards that can earn buyers points and discounts. Also through emailing, the consumers can be able to send through their complaints and suggestion to the company and this can be done by Converse as well for more active conversations with the customers. Converse, Levi’s, Nike and Swatch loyalty card 4. Level four is about community bonding which I believe is the most important because for public relations purposes it is important to have healthy relationships with the people within the community in which the company operates at. Also this level could be about creating special clubs for people who love your brand where you get to give them a chance to connect. Few companies achieve this level of bonding and when they do they ascribe ‘classic’ status to them. Illustration and example of the Converse Club card for those who are too brand loyal 5. Lastly, there is advocacy bonding which is the ultimate relationship where the consumer becomes the active protagonist for the brand, meaning that they become recommenders of your brand to others because they were or are too satisfied by your brand. Also this can be because of the best customer service that you offer to customers and making them keep coming back for more. Few sales or communication programmes have the weight of a personal endorsement for existing customers. It is believed that, no one has the potential to do damage to your brand than an unsatisfied customer; therefore it is important for Converse not to overlook this level for existing customers to bring new ones. Example of advocacy bonding TARGET MARKETS Primary target market Converse target groups are of different cultures that are diverse, vibrant, growing and crucial in the world today. These are young people with so much to explore out there and they strongly feel the need to conform in certain groups, also they try so hard to fit into society, wanting to be accepted by their peers and have a sense of belonging to certain groups that follows particular styles. People within this target market are males and females of ages15 - 25. Most of these people are high school students, college students and university students and some of them had just begun working. Converse gives people the sense that they get to know and understand what kind of people they are and gives them the realisation of who they are and also it is about people who want to stand out in a crowd and dare to be different. On the younger market I will add kids from ages 3 – 10 with most purchases determined by parents. Then add adolescents who are of ages 11 – 14. Portion of the market that Converse adverts are aimed at Psychographics Converse sneakers are mostly worn by teenagers who are into dancing, hip-hop music and rock. All in all I can say these people who are into these shoes are artistic. These consumers are people who value originality, identity, image and their appearance. Target markets with the artistic side in them Lifestyle Converse is a sneaker brand that persuades or pushes people to go out there and have fun, also telling them that they should not be afraid of adventure and getting themselves dirty, it is just all about getting busy, being yourself and enjoying yourself at the end of the day. It is said that music is an important part of the modern culture and is an effective way of communicating. Music is a good tool to use for reaching audiences, it creates a universal language that contributes to the feeling of liberation and inspiration and lastly it has the ability of bringing people together. Daring to be different PROFILES, MEDIA CONSUMPTION AND WAYS TO REACH THE CONVERSE TAGET MARKETS Lifestyles Bars and betters – These people make up 13% of the population and work full time. These people like soccer, braais and have middle range of income and education. They read newspapers and their magazine readership is limited. They are exposed to outdoor media, listen to radio and view television extensively. Illustration of how bars and betters look like Good living – These people make up 12% of the population and are of average age of 35. They work and play hard, do shopping for pleasure, are regular salon visitors, dine out from time to time, and also attend social events such as parties, braais with friends and clubs. They order fast foods from time to time, use extensive media, read newspapers and magazines and they have access to DSTV, StarSat or OpenView HD. Good living people doing what they do best Mainstream sport – Consists of people with average age of 24 and make up 10% of the population. They tend to participate in and support mainstream sports, focus on fitness, sports and sporting activities, are interested in physical health, diet and attend a gym. Media consumption tends to be popular daily newspapers and they support publication with high sporting content. These are the kinds of people who are involved with radio and watch Super Sport channels. Picture of mainstream sports participants Lifestages At home singles – This group consists of young people who are not married but are living together. They have no children or people depending on them and some of them still live with their parents. Most of them are not working and are scholars. There is either low or zero personal income. This is not a market for expensive items and this group is dependent on their parents. Students who depend on parents for luxury Starting out singles – These are not very different to at home singles, the only difference is that they do not stay at home. Are unmarried or living together with their partners and do not have children or people depending on them. Lots of them are not working and have moved into hostels or communes whilst they study. They have low disposable income and are not in the market for expensive items. Illustration of starting out singles Mindsets Enthusiasts – These make up 36% of the population. They represent a broad cross-section of South Africans, are proud to be South Africans and are confident about the future of the country and our ability to solve problems. They would like to see a greater accountability from politicians and they believe there are opportunities to become rich and successful in South Africa. Illustration of how enthusiasts behave amongst others Solid Citizens – Making up 16% of the population. They form part of the black working class and are relatively poorly educated people. They are likely to communicate in English. They have a strong sense of entitlement and expect to deliver support and services, are generally unlikely to criticise the government. Also they try to help themselves wherever possible and despite being under financial strain, they are willing to help family and community members in need. Illustration and example of solid citizens Pessimists – Make up 16% of the population. They are more negative than other members of other mindsets. Their major concerns are about the fight of skills, the increasing gap between rich and poor and the lack of accountability in government. They are an educated middle and upper-middle class group, lastly they believe they have a role to play and are more accepted as South Africans than previously. Illustration and example of how pessimists behave Conventionals – These people make up 19% of the population. They are a solidly middle class group who have been hard hit by recession but still they remain optimistic about the future. Money is tight and they budget carefully. Picture of conventionals Influentials – The infuentials make up 16% of the population. Most of the people on this group are black and consider themselves as to be middle class. Also these are people that are part of the early adopters and are good at spreading out the word about the brand. It can either be good or bad word of mouth, which is why on-going research of people’s attitudes towards a brand are is important to know whether you are on the good or bad side with the consumers and to fix it if it is bad. Brand advocates Secondary target market The next section of the media plan focusses on the secondary target market. The plan is to communicate with people of the age groups of 25 - 37/ 38 - 50+. The Converse sneakers are not just seen as a stylish but they can be seen as quality products and looking at the fact that they are of quality does not mean that they are that expensive. Older people often buy the Converse sneakers because they are more comfortable than normal shoes. The message sent out by Converse to all its target market is that “shoes are boring wear sneakers.” It attracts its customers by communicating the unique difference for the shoe compared to its competitors. It is not only young people who can have fun but people of different ages also enjoy going out there to enjoy themselves and have some fun. Also they have different ways of expressing themselves and they know how to connect with the world. These people have different cultural backgrounds. The only difference could be the interests such as favourite music, types of food they eat and the responsibilities. Older Converse target market Lifestyles Gamers - These people make up 8% of the population, with the average age of 37. They make use of cell phones, internet, computers, Play stations, Xboxes and Wii. They tend to like board games and going to movies. People on this group have good household incomes, are studying, bring work home and read books. They like to read newspapers and magazines, especially special interests that give them information on sports and hobbies. Lastly, they have access to the internet which makes it easy to market and advertise products to them online. Picture of gamers . Good living – They make 12% of the population, with the average age of 35 and are having extremely active lifestyles, they tend to work hard, play hard, shop for pleasures, visit hair salons, dine out, have dinner parties with friends, they go out to casinos, night clubs, buy fast foods, have braais or picnics every now and then. They also have the quiet side that is more about them going to church, synagogue, mosque, reading, doing cross words, cooking, walking, hiking, buying beauty treatments, home decorating buying lotto tickets, have extensive media usage, read newspapers, magazines and a lot of DSTV consumption. An illustration of how the good living market lives Mainstream sports – These are people of average age 24 and make up 10% of the population. These people tend to participate in mainstream sports and if not they support and never miss games. They are more focused on fitness which could give Converse an opportunity to make use of gyms to advertise the sneakers. These people read books a lot, are restrained and stay at home most of the times. They are starting out singles. Their media consumption list consists of; popular daily newspapers like Daily Dispatch in the Eastern Cape region and The Star in Gauteng, Johannesburg. These people also support newspapers with high sporting content like Kick off, Soccer Laduma and Ishibobo. They are also involved with radio. Activities that people on this category partake on Gardeners – These are people of the average age of 41, they make up 13% of the population. They have internet access, enjoy being in the gardens, decorating their homes, growing fruit and veg. Focus on physical health, go to the gym or exercise at home. They like watching birds; they attend religious or social gatherings. A lot of ‘at home singles’ between the ages of 16 and 25 fit into this group. One of the activities that gardeners partake on Homebodies – These people make up 12% of the adult population with the average age of 42 and have a far less demanding lifestyle, their main interests are baking, knitting, needlework, are concerned with the appearance of self and home, are more likely to be a large percentage of women. They can be “mature”, “single parents” or “empty nesters”. These people are less likely to read newspapers, but they do consume magazines and they do listen to radio and tend to watch SABC 2. Picture showing one of the activities in which homebodies partake on Showgoers – These people make up 7% of the adult population and have the average age of 37. They attend most performances like ballet, opera, classic music, pop concerts. They visit game reserves, enjoy bird watching, they cook for pleasure, they keep fit, are very social, they dine out, use the internet and stay in the metro, cities and large towns. They have higher income and education. They go to Cinemas, are young and are well off urban dwellers. Illustration of showgoers ADVERTISING TOOLS/TECHNIQUES TO BE USED AND ILLUSTRATIONS Outdoor advertising – This type of advertising can be described as the kind of advertising that reaches the consumer outside their homes. According to my research it is said that there are four main categories of outdoor advertising and those are; Billboards that can be put up on busy street corners, colleges and universities for a certain period of time. Like in this case I would say they should be put up throughout the entire campaign period for longer exposure to customers. Street furniture can mean putting the Convers adverts on bins and chairs on the streets, mostly targeting the people who use these more often Transit adverts can be placed on Metro buses as well as on taxis, inside and out Alternative advertising means using the most unexpected places to advertise such as behind toilet doors and at cinemas putting the advert on the popcorn boxes, so Converse can also be placed at those places for more exposure. Converse will be advertised on busy street corners throughout the country where many people can be able to see it at all nine provinces of South Africa. On the advert there will be enough colours to catch the consumer’s attention. Also it will be ensured that these adverts are on places nearby famous malls and shopping centres across South Africa. The billboard locations; Cafe’s such as The Best Coffee Shop in Cape Town Vovo Telo in Johannesburg Café Lang in Mthatha Fusion Café inDurban And many others next to schools, colleges and universities to attract students Colleges such as The famous Damelin Campuses Boston Colleges As well as next to Universities all over South Africa Clubs on the doors for a person to see whenever they use the restroom. With plenty of clubs across the country, in each city or town and so I think choosing the most famous ones would work, for example Backline in Margate Havana in Mthatha Chakkachurri Bar in Western Cape News Café which is everywhere Taboo in Sandton Cottage Club in Kometjie Access stations which is exposed to so many people who get to use the trains and buses, for example; The Gautrain Station Shosholoza Mail As well as bus stations and taxi ranks all over the country, like at the Algoa bus station, metro bus station and many others None digital out of home – This refers to other types of media distributed across physical spaces. Again this refers to advertising using; Billboard cycles which we will place in every suburb where our target market is. Places like; Kwa Dwesi in Porth Elizabeth Kwa Magxaki in Port Elizabeth McDonald’s Park in Polokwane Endantsane in East London Pakmore in Sandton Braamfontein in Johannesburg and North Crest in Mthatha Wallscapes are adverts that are painted or attached to exterior building surfaces. They are made to be clearly visible to both pedestrians and people inside cars. They also have an eye catching effect and are good at attracting lots of attention. These can be at the tallest buildings across South Africa, buildings like; Ponte in Johannesburg Carlton Centre in Johannesburg Pearl Dawn at Umhlanga Metlife Centre in Cape Town The Absa Tower in Pretoria Street advertising – This refers to the use of pavements and street furniture including the bins and chairs. Converse can use this kind of advertising and place these chairs at busy places that it can be guaranteed that most people will be able to see these adverts. Bulletin boards – The advantage of using bulletin boards is that they can be placed at most community gathering places like most city halls and churches for people to at these specific places to see it. The billboards will be placed on busy intersections throughout the country and these are usually placed at highly visible traffic areas such as the N2, N3, N4, N8, N11, N12 and N14. Few places selected for putting the Converse adverts. In Johannesburg we will make use of the Randburg corner Kent and Harley Street and William Nicol Road. In Durban we will make use of corner m42 and N2 or M4 road and corner M2. In Polokwane we will make use of the intersection the R71 Road In Cape Town we will make use of the N1 freeway Newspapers Newspapers attract over 11 million unduplicated readers every week with some 40% of the population reading newspapers. Most of these readers are found in LSM 6-10. Weeklies generate higher readership than dailies which is still on the rise. Sowetan and Daily Sun are challenging this convention. However Converse could still utilise the fact that some people still prefer hardcopies of the newspapers, Converse can use that in their advantage. According to my research it is said that readership of daily newspapers went up to- from-. While weekly newspapers went down to 632934 from 666129. The weekend newspapers went down to- from-, the local papers are said to have gone down to 421344 coming from 436192. Then the hybrid newspapers have gone down to 22497 coming from 162722 and then lastly the free newspapers have gone up to- from-. Newspapers to be used; 1. Publisher: Times Media Group Readership:- Circulation:- Section to place advert: Classifieds Frequency: Sunday Newspaper Area coverage: National 2. Publisher: Media24 Readership:- Circulation: 287222 Section to place advert: Lifestyle Frequency: Daily Area coverage: National 3. Publisher: Media24 Readership:- Circulation: 192293 Section to place advert: Sake Frequency: Weekly Area coverage: National 4. Publisher: Media24 Readership:- Circulation: 123515 Section to place advert: Entertainment Frequency: Sunday Newspaper Area coverage: National 5. Publisher: INMSA Readership: 69600 Circulation: 110753 Section to place advert: Intandokazi Frequency: Daily Newspaper Area coverage: Regional 6. Publisher: Times Media Group Readership:- Circulation: 95068 Section to place advert: Entertainment Frequency: Daily Newspaper Area coverage: Regional 7. Publisher: Media24 Readership:- Circulation: 91735 Section to place advert: Sake Frequency: Sunday Newspaper Area coverage: Regional 8. Publisher: INMSA Readership: 574000 Circulation: 80303 Section to place advert: Sport section Frequency: Daily Newspaper Area coverage: Regional 9. Publisher: Media24 Readership: 194000 Circulation: 72788 Section to place advert: Frequency: Daily Newspaper Area coverage: Regional 10. Publisher: Media24 Readership: 506000 Circulation: 59317 Section to place advert: Sport Frequency: Daily Newspaper Area coverage: National 11. Publisher: INMSA Readership: 294000 Circulation: 30310 Section to place advert: Life Frequency: Daily Newspaper Area coverage: Regional 12. Publisher: Times Media Group Readership: 23800 Circulation: 25748 Section to place advert: Leisure Frequency: Daily Area coverage: Regional 13. Publisher: INMSA Readership: 105000 Circulation: 14393 Section to place advert: Lifestyle Frequency: Daily Newspaper Area coverage: Regional Magazines James Collins describes a magazine as a device to induce people to read advertising and Gloria Steinem says that most women simply try to mould women into bigger and better consumers. Although TV entices much focus and energy when it comes to media planning, magazines do form part of a multi-faceted media strategy. There is decline in advertising support for magazines but it is useful to remember that magazines can target certain niche consumers and for the magazines to succeed, they cannot just focus on attracting advertising spend, it needs to attract readers. There are different kinds of magazines and those are; business to business magazines, consumer magazines, custom magazines and free magazines. For Converse I was thinking of making use of the custom, free and consumer magazine and the list is as follows; Own Converse magazine made and distributed to all households, offices, schools, universities and colleges all across South Africa, also can be posted to residential addresses on database. For commercial magazines I am thinking Converse could go for the following magazines: 1. Publisher: Media24 Circulation: 270772 Readership:- Section to place advert: Liefstyl Frequency: Weekly Area coverage: National 2. Publisher: Media24 Circulation: 127635 Readership:- Section to place advert: Entertainment Frequency: Weekly Area coverage: National 3. Publisher: Media24 Circulation: 55745 Readership: 821000 Section to place advert: Frequency: Monthly Area coverage: National 4. Publisher: Media24 Circulation: 50 000 Readership: 1.5 Million Section to place advert: Lifestyle Frequency: Monthly Area coverage: National 5. Publisher: Media24 Circulation: 107504 Readership:- Section to place advert: Entertainment Frequency: Weekly Area coverage: National 6. Publisher: Media24 Circulation: 153 709 Readership:- Section to place advert: Lifestyle Frequency: Weekly Area coverage: National 7. Publisher: Media24 Circulation: 16 617 Readership: 66 000 Section to place advert: Shop Frequency: Monthly Area coverage: National Twitter Nowadays many organisations choose to have an active online presence because of the changes in the world with the target market being so much into their phones and social media. Converse could join this trend by hiring online promoters like people who will constantly start conversations about the brand through the hash tagging. To keep the page interesting, Converse should keep on updating statuses that the account followers can interact with throughout. Facebook page The Facebook page will somewhat work hand in hand with the twitter page. Making people want to own a Converse sneaker and this could be done through uploads of videos with testimonials from satisfied customers who are highly recommending Converse to their Facebook friends. Another way is by Converse updating their statuses all the time, like for instance things pushing the “get dirty campaign”, along with the other campaigns such as the ones encouraging that people should have fun and explore and also for upload pictures of people in Converse sneakers having so much fun. Websites Adding to their own self-made website, the Converse sneakers can also be advertised on the following websites; WEBSITE UNIQUE SA VISITORS PAGE VIEWS News24.com 2,288,635 38,225,624 Howzit.msn.com 1,756,454 26,655,405 Iol.co.za 1,221,420 16,056,168 Sport24.com 891,119 8,061,583 Supersport,com 847,488 15,169,879 Junkmail.co.za 610,604 12,790,003 Ananzi.co.za 557,552 21,814,042 Mybroadband.co.za 545,130 5,207,054 Radio stations According to SAARF, in South Africa there are almost 15.4 Million radio sets which have more than 30 million listeners that tune into a variety of radio programming varying from ultra-hip urban music to community news and information in the deep rural areas. It is said that an average South African listens to radio for about three and a half hours a day. Radio can be accessed through the airwaves, via satellite, mobile phone or via the internet. There are stations catering for each of the 11 official languages of South Africa and added languages are German, Portuguese, Hindi and the San languages of Xu and Khwe with the overall stations divided into three categories and those are: Public service broadcasting Community radio stations Commercial stations So for this campaign I think it would be better to use the following community, public service stations and commercial radio stations and the adverts will run during the ad breaks. RADIO STATION SHOW AND TIME-SLOT LISTENERSHIP The Avenue by Unathi Msengana and Glen Lewis from 06:00 – 09:00 am (weekdays) 5 713 000 The house of Poppy by Poppy Ntshongwane at 10:00 am – 13:00 PM (weekdays) 2 025 000 Breakfast show by Darren Simpson and Sam Cowen 06:00 – 09:00 (weekdays) 1 380 000 Breakfast show by Darren Mann 06:00 – 09:00 (weekdays) 665 000 The morning show by Kenzy Mohapi, Daniel Roboshakga and Modikwa Makgoba at 06:00 am – 09:am (weekdays) 1 425 000 Good Hope FM Breakfast show with Guy McDonald 06:00-09:00 (weekdays) 588 000 Breakfast Show with Slyso Saliso at 06:30 – 09:00 (weekdays) 4 871 000 The Martin Bester Drive by Martin Bester at 16:00 – 19:00 (weekdays) 1 855 000 The Big Breakfast Show by Alida Senekal and Roche Le Bloem from 06:00 – 09:00 am 9 ( weekdays) 110 000 The SpecSavers Big Breakfast by Gareth Burley from 06:00 – 10:00 am (weekdays) 150 000 Kasi to kasi Drive by DJ Lovers from 15:00 – 18:00 (weekdays) 272 000 The Morning Chat by Tshiphi from 09:00 – 12:00 (weekdays) 394 000 Umnyakazo Show at 12:30 – 15: 00 by Mandla Magwaza (weekends) 7 132 000 Television It is said that the first television programme was broadcasted and the day was on the 5th of January, 1978 and 250000 households had an opportunity to see this. The television revenue for broadcasters comes from advertising, sponsorship, subscription, E-Commerce, state funding and TV licences. Terrestrial TV stations that could be used are: On SABC1 the advert can be shown during generations when the soap opera goes to a break (currently on break but by the time the campaign runs the show will be back on national television). Generations plays on weekdays at 20:00 to 20:30. I chose generations because research shows that the show has more than 7 million viewers daily. SABC 1 is a channel that reaches English, Zulu, Xhosa and Sotho people. With the profile skewing from younger, middle and black market, I believe there will be plenty of exposure to the message this way. SABC 2 – This station broadcasts in Sotho, Tswana, Tshivenda, Afrikaans and English. So using this station will be good in advertising to these individuals. Here I was thinking the advert could be shown during the advert breaks of Q-Base 28 playing weekdays at 15:30 to 17:00. SABC 3 – Broadcast in English and mainly targets people who are more sophisticated. Here I think it will be ideal to use Top billing, when the show goes to the break, a Converse advert could show up. Time slot is Thursdays at 20:30 to 21:30, so during the break, Converse can advertise because this show has as many as 200 000 viewers and that will be good for brand exposure. E-TV – This said to be an independently owned, commercial free to air station that is at the same time the second largest channel in South Africa, offering a wide variety of programming aimed at the full spectrum of demographics. In my opinion I believe that most of the Converse target market watches Rhythm City which plays weekdays at 18:30 to 19:00. So it will be good to show Converse adverts during the advert breaks of this show. Multichoice – Here Converse could make use of channels like M-Net, Mzansi Magic, the Supersport channels, Channel 0, Vuzu and the cartoon channels to target kids who will later tell their parents about what they saw and want them to buy the Converse products for them. With M-Net the advert could be shown during the South African Idols breaks which play Sundays at 17:30 until 19:00. Mzansi Magic, the advert could be shown during Isibaya and Zabalaza advert breaks and these two occupy the time slot from 20:30 to 21:30. On Supersport channels, the advert can be shown during half times of the sports games playing there and can also sponsor one of the mainstream sports and have the name displayed throughout the games. On Channel O, the advert could be shown whenever the playlists end like for example there is a programme called “the battle” that is usually between maybe two or more artists where they play best songs ever made by those artists with at least five each. The advert could come up exactly after the battle is done. This usually plays Thursdays at 19:00. On Vuzu the advert could be shown during the advert breaks of shows like the V-Entertainment when the Converse target market is closely drawn to television. V-Entertainment plays weekdays at 18:00 and ends at 18:30. Star Sat – This cable TV has over 100 channels and from those channels I selected a few that I think it will work to Converse’s advantage like for instance create more exposure and those are: BET, KISS, and Magic. On BET, Converse could make use of programmes such as 106 & Park playing at 17:00 and runs for 90 minutes, Real husbands of Hollywood and the Wendy Williams Show. On KISS channel, with most of the Converse target market enjoying watching music from this channel, so I believe that advertising here will help show the product more to them. The time to show will be during the day like for example that is the time that the target market is glued onto the TV screens, also even during early mornings where there are getting ready for school, some of them enjoy their bowls of cereal watching this music channel. Magic music channel; This is an alternative to KISS music channel, if they are not watching it then they are watching magic music channel. The broadcast time will be the same like early mornings, between 07:00 and 08:00 when the school children are still preparing for school and in the afternoons when they just came back from school, starting at 16:00 until late. Transit advertising – This means advertising on everything that moves such as; cars, buses, taxis, trains, planes, bicycles, motorcycles and boats. The advantages of using transport media are that; These transports tend to have a captive audience, meaning that by advertising inside any of the above mentioned transports the people inside it will look at the advert at some point because of so any minutes a lot of people spend inside public transports daily. Like it is said that taxi commuters spend about 58 minutes a day inside a taxi. There is high target market reach as it is said that each taxi travels for about 8000kms per month and can carry over 4000 passengers in that period of time Also, there is short turnaround time. Another advantage is that there is no media cluster, which means the commuters have more than enough time to read and understand the detailed and educational messages. An example of transit advertising Making use of the transport advertising Converse will go to almost all taxi ranks across South Africa which I believe are used by most people who are our target market. The list of taxi ranks to make use of is as follows; Noord taxi rank which caters for people going to Alexander, Diepkloof, Southgate, Fourways, Sandton, Midrand, Pretoriaand Randburg. Park City taxi rank that has people going to places like; East Rand, Durban, New Castle, Venda, Tzaneen, Nelspruit, Mpumalanga and West Rand Carlton taxi rank with people going to Bloemfontein, Dube, Zola and Island. Westgate taxi rank which has people going to places like Vereeniging, Everton and Bedford view. Mthatha taxi rank which has people going to places like Johannesburg, East London, Port Elizabeth, Durban, Port St John’s and many other regions. Also we will make use of the Mthatha local taxi ranks such as Golden Egg taxi rank near Mthatha Plaza, also make use of Uncedo Taxi rank which is close to Circus Triangle shopping centre. Make use of Tanager and Westridge taxi rank in Umhlanga Also Malandela taxi rank at Kwa Mashu. Limpopo taxi ranks to make use of are; Indian Centre minibus taxi rank, Thulamela taxi rank, Thohoyandou taxi rank and Polokwane taxi rank Mpumalanga taxi ranks to use are; Lebombo taxi rank, Uthokozani taxi rank, Delmas and Dulta Topic at Emalahleni Park street taxi rank in Northern Cape Moqhaka taxi rank in Free State Thabile taxi rank in Free state as well Mangaung taxi rank as well PICTURE OF AN ADVERT UP AT A TAXI RANK On the bid to advertise in taxi ranks, I also think of approaching taxi drivers and owners asking them to let us advertise Converse sneakers inside and outside the taxis. Outside taxi advertisement example Could also use the buses whereby Converse will buy advertising space from for example; Greyhound, City to City, Translux, S.A Roadlink, InterCape, Eagle liner and Malibongwe buses. Also make use of panels by advertising on the sides or fronts of buses like Metro bus, Putco bus, Algoa Buses, Rea Vaya, Gautrain buses Bojanala Bus and Maryland buses. Commuter rail display is another way of advertising which is to be used and placed at Airports such as O.R Tambo International Airport which is connected to Gautrain, also make use of Aggeneys Airport, Alexander Bay Airport, Aliwal North Airport, Barberton Airport, Bisho Airport and King Shake International Airport. Alternative advertising which is all about advertising at restrooms inside malls, shopping centres, schools, colleges, universities, restaurants, outside public toilets and at stadiums such as the Soccer City, Mbombela Stadium, Peter Mkhaba Stadium, Nelson Mandela Bay Stadium, Ellis Park, Cape Town Stadium, Moses Mabhida Stadium, Loftus Versfeld Stadium, Royal Bafokeng Stadium, Free State Stadium, Orlando Stadium, Wanderers Stadium and Olen Park Stadium. Stadium advert example The stadium advertising will work because people attend soccer games and any other fun events taking place at stadiums in large numbers, so advertising there would help reach most of the Converse target market. Mobile billboard – This could be used at certain routes, venues or events and can be used to achieve market saturation, it can stand free almost everywhere and can be used outdoors. Cinema advertising A lot of evidence shows a solid and unquestionable fact that cinema advertising is effective in the advertising media mix. The research is made of mixed methodology using quantitative and qualitative survey questions looked at Sterkinekor’s movie minds online insight community over the period of 26 February to 10 March 2014. The sample profile included 560% of males and 44% of females, while 82% is made up of LSM 8-10 bracket. A lot of people who responded and participated on the survey were under the age of 39 with 45% being black, 37% consisting of whites, 12% Coloureds and 6% Indian. Research also ranks cinema second in the media that has the ability to influence. Malls with Cinemas that Converse can use to advertise the brand Malls to advertise on in Cape Town are; Canal Walk, City Mall and Maynard Mall. Malls to advertise on in Durban are; Gateway Theatre, Tiles Durban and La Lucia Mall. North West Malls to advertise Converse sneakers are; Mooi River, Brits Mall, Mafikeng Mall, Lichtenburg, Rustenburg, Vryburg and Klerksdorp. Malls to advertise on in Pretoria are; Arcadia Shopping Centre, Brooklyn Mall and Menlyn. Malls in East London can be; Vincent and Hemingway’s Mall Malls in Limpopo; Mall of the North Greenacres and Boardwalk in Port Elizabeth Malls in Gauteng are; Sandton City, Carnival, Lakeside, Eastgate, Southgate, Westgate, Maponya, Northgate, Rosebank at the Zone, Alex, Fourways Mall, Montecasino and Carlton Centre. All the previously mentioned malls have cinemas inside them and some of them like Rosebank Mall have both Sterkinekor and Nu Metro and this will work to our advantage meaning that we will advertise before movies that are watched by younger children, teenagers and older people that fit into our target market. The lists of the movies out at the moment at these Sterkinekor cinemas are; Lucy Between friends Into the storm Step up Hard to get Think Like a man to Sex Tape The Spongebob Squarepants The Purge The time to show our adverts will be before all the previously mentioned movies start and the advert will start showing right from the first movie early in the morning which is normally 09:00 up to the last which is 20:45. Picture of a before movie advert Movies out now at Nu Metro that the Converse adverts would go before they start are; Suurlemoen Begin Again Giver, The Before I go to sleep Calvary Let’s Be Cops Into the Storm Mom’s night out As above, So below Vaayai Moodi Pesavum Tammy Die Spook van Uniondale Sex tape Using these movies would work because these are movies targeting different kinds of audiences like for instance those who understand Afrikaans and English as well as young and old people.