Determine the Effectiveness of Mini Taxi Bus Advertising in South Africa
High levels of extreme poverty and illiteracy in South Africa poses a problem for marketing to be diffused to all target publics. Media outreach and access are closely linked to the levels of development in South Africa.
“After 2 years of intense research, negotiations, and tests, the taxi advertising agency ComutaNet announced in 2002 that, under the auspices of Rank TV, it will present big screen television programs at 10 of the busiest taxi ranks (Cab’s parking zones) of South Africa. ComutaNet will reach approximately 1.2 million economically active South Africans on a daily basis. With taxis being the favorite form of transportation for about 78% of the commuters in South Africa, this new communication medium could become an excellent advertising and public relations vehicle. (The global public relations handbook: theory, research, and practice. http://books.google.com.ph/books?id=ZbxYDUul-UkC&pg=PA373&lpg=PA373&dq=cab+media+in+south+africa&source=bl&ots=vGglmjPwkt&sig=q6bJRjU3N1gkUBbb4KZnUJSOLJg&hl=en&ei=PVCiTbiNKMX0cIO_9OUB&sa=X&oi=book_result&ct=result&resnum=8&ved=0CEQQ6AEwBzgK#v=onepage&q=cab%20media%20in%20south%20africa&f=false, retrieved 11 April, 2011. 373.)”
Transit media has taken a very important role in marketing in South Africa. This form of advertising is exciting, compelling and a powerful format which targets audiences who do not have time to consume traditional methods of media. These “dressed up” metered taxis are busily serving South Africa’s major airports, hotels, businesses, shopping centres, social events, sporting events, bars and restaurants. There are four types of these moving advertising vehicles which are available- Cab Media, Airport Bus Media, Mini Cab Media and the Taxi Top Media.
Cab media and mini- cab media offers excellent branding and PR opportunities. “They give brands instant attitude and presence; offer a flexibility from short burst campaigns through to long term branding exercises, they offer endless opportunities to build brand awareness and create goodwill with your target audience through PR activity. Impress clients and potential customers by arriving or fetching them in your business card branded cab; these cabs are seen in and around key hotspots, retail, restaurants, and pubs. Their proximity to these hubs will trigger sales; these cabs are extremely busy servicing major airports, hotels, businesses and shopping centers. These vehicles will become part of your customer and target audience lifestyle; These cabs are kept in immaculate and are perfect for prestigious brands; and a high level of consistency ensures that high quality campaigns reach a mass audience.
The internal branding opportunities these cabs offer include flip seats and sampling. Flip seats are an excellent opportunity to display detailed messages to a captive audience in an unusual and eye-catching ways. With an average journey time of 18 minutes, your audience has plenty time to digest the message. As for sampling, capture your audience with branded receipts and products which can act as a direct response mechanism, store locator or discount voucher. (Branded Cars: Taxi branding. http://www.graffiti.co.za/transitMedia-cab.html, retrieved 11 April, 2011.)
There is also opportunity to advertise on high definition 15 inch digital screens located inside of the cabs. This is a fantastic opportunity for clients to display a strong internal message through either a 30 second paying ad or 10 second static ad to the captive and high LSM audience traveling inside these cabs. Travelers get a complete brand experience through the interactive digital screens with a variety of interesting content and stereo sound. In addition, a sophisticated backend (3G based) and media scheduler in each cab allows live news, finance, weather and sport updates on the system – keeping your target audience glued to these screens for their entire journey. (Vehicle graphics in South Africa. http://www.prlog.org/10247793-vehicle-graphics-in-south-africa.html, retrieved 11 April, 2011.)
Taxi top media represents a distinctive method of spreading your message to the audience you wish to reach in the most cost effective way. The advertisement will be displayed on the top of a taxi in an illuminated taxi sign. Since taxis go where people go, taxi top media ensures daily exposures. They provide a widespread platform to ensure vast market penetration and valuable contact with the consumers. Taxi top media provides the impact you desire, high level of frequency, flexibility, mobile brand awareness and point of sale by servicing the major hubs. The rate of recurrence of the taxi cabs creates ultimate brand receptiveness. Vehicle branding is still the best value visual media marketing in South Africa.
Credit:ivythesis.typepad.com
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