Primall Media made a bold move recently when it joined forces with trend analyst and strategist, Dion Chang. The shopping centre advertising specialists believe that tapping into Chang’s ability to analyse macro trends – from politics, economic indicators, youth culture, media, to entertainment and technology – will give them insight into how this affects social dynamics and therefore daily business interactions.
Eugene Vorster, divisional marketing manager at Primedia Unlimited, says because their focus is on consumers – what they think, how they shop, and their behaviour in malls, specifically – “marketers and advertisers all need to get closer to the consumer”.
“This way we can facilitate the discourse between advertiser and shopper. Knowing how to talk to the consumer is the key,” he says.
Vorster says the mall space is evolving. “It functions as a key third place (after home and work) where people congregate for a variety of reasons. As society changes and attitudes towards shopping evolve so malls need to adapt their offerings,” he says. “By tapping in to these trends we are able to advise marketers how best to communicate and engage with consumers in this unique space. And because mall advertising does not answer to council demands, advertisers are able to push creative boundaries.”
Darren Katz, director of Primall Media, says that while Chang’s focus is on people “his interest intersects with Primall Media’s in the area of retail. We have teamed up with him to develop an understanding of consumer thinking and behaviour through knowledge-sharing sessions with our clients”.
The company is planning workshops to help give clients insights. “This will add to their understanding of the shopper market. We focus on the different shopper tribes, their attitudes towards shopping, brands, and malls. And also explore specific market categories such as cellular, financial and motoring,” Vorster explains.
Vorster says “growing digital offerings, both static and interactive” is on the cards. “We believe that in the future digital channels will be integral to the complete shopping experience. Advertisers need to start developing 360-degree campaigns that consider all aspects of the shopping process. SA is well positioned in terms of retail trends. In fact, in some regards we are ahead of the curve.”