It is no secret that the Townships of South Africa house the biggest consumer database, and for brands and products to win with this market, it is imperative that you follow the Keys Communications ethos and guiding principle of ABCD – Asset Based Community Development model of advertising and promotions.

This is the use of existing structures, people and resources in and from the townships, and turn those into canvases for advertising purposes.

To drive local economic development through the strict use of local resources and ensuring the rotation of resources and money in many circular motions before it leaves the townships, a backbone of the growing township economies, and having an impact in the social framework of the communities in which we advertise and communicate.

ABCD states that for a message to be understood and its impact felt, it must be written and placed in platforms owned, and visible only to the targeted communities.

This is as the impact of this messaging transcends beyond just marketing and advertising, it seeks to improve the socio-economic outlook of the local communities.

All ABCD messaging and advertising platforms are multifaceted and travel the entire anthropology of township/urban communities, and as a result, your messages are owned and protected, ensuring brand messaging affinity, and increased everlasting share of heart.

Keys Communications applies ABCD in all our thinking and actions, all our Wall Media/Mural Platforms, Spaza Shops, Taverns, Branded Bakeries and other informal point of sale is powered by ABCD.

For more information on how to get your brands in the biggest consumer database in the country. Drop us an email at info@keyscommunications.co.za or simply complete the form and we’ll come back to you.

Do your Township marketing campaigns understand & take into consideration the drive, the triggers, the real behaviours & feelings of your audience?

South African Townships hold and boast the biggest consumer, customer and shopper database in the country.

This is across the value and living standard spectrum that makes up the SEM’s, SEL’s or LSM’s. This is a very important market for any brand that wishes to launch, grow or stay relevant.

There are various ways to win in this market, but none so great as truly understanding this market, audience and business community. You need to understand what drives them, what triggers them, what intrigues them! You need to keep asking the what, what, what and what!

The only way to achieve this understanding and knowledge of this market is to live there, hang around where we hang around, observe us, participate with us, see what we see, how we see, and what we do with what we see.

When you achieve this level of understanding with this consumer database, audience, market and business community, you will never employ the same misfired marketing, media and promotional plans ever again.

Keys Communications offers various opportunities to achieve this level of audience, market and township business community & shopper understanding, through our Township consumer, customer and shopper immersions.

A brand that has recently been through our highly recommended immersions, is Eskort.

These insights immediately prompted them to change their creative outlook about the campaign and media plans and in turn they are still reaping the benefit of revenue growth and new sales trends.

The Eskort Marketing, Creative and Media team embarked on a 3 days immersion with us between Gauteng and the Western Cape, this increased the dimension in which they ever thought possible as they took the time to really understand this market.

This experience drove them to develop a relatable and suitable creative that was centred around township nuances, language and culture that was immediately loved and well-received by this very important consumer market.

The creative felt like home to the township consumer and shopper, and the message was received directly at home through Township Wall Media and various consumption points and informal sales outlets.

The team got to see first-hand the magic in not only knowing where the market is, but understanding the their audience, the market and the township business community. This knowledge was fundamental in creating an unforgettable and unprecedented campaign that still has reach.

This is not a story about rocket science, but employing relevant insights about the market, the audience and a township business community, and applying those insights into strategy, media planning, implementation and buying.

This is how it DONE! … your best and immediate next steps is to call the good folks at Keys Communications on +27 (0) 11 027 0745 (or contact us via our online form) and ask for Kabelo, who will be glad to share insights about the township consumer, customer, shopper and business community and how to always be and stay relevant.

The role of marketing has evolved from creating demand to creating & sharing solutions & enabling conversations that matter.

This change could not have come at a better time, than TODAY, during a heavy period of uncertainty.

For Keys Communications it is a heavy crown to bear, where our existence is based on sharing brand news & information to the largest population & consumer base in the country, the Township Market and Audience.

This audience has been known to lag behind in getting on board when there is a crisis, due to disadvantaged economic & social conditions.

Our biggest responsibility here is to empower people with knowledge, challenge brands to get in touch with their brand’s heart, keep the channels of communication open and educate!

Keys Communications has partnered with COVID-19 Prevention Network (CoVPN) on a Covid-19 Campaign across all SA Townships. The CoVPN was formed by the National Institute of Allergy and Infectious Diseases (NIAID) at the US National Institutes of Health to respond to the global pandemic. Using the infectious disease expertise of their existing research networks and global partners, NIAID has directed the networks to address the pressing need for vaccines and monoclonal antibodies (mAbs) against SARS-CoV-2.

South Africa is going into a very important period in our social history, the year-end festive season, this is the one period where people breath to connect. It is during this very time that the largest South African community needs the most education and information for their survival. Our role as Marketeers and more so Township Media Specialists is heightened to share information, create demand, create and share solutions.

Need relevant convergence points in Township consumer paths to empower communities and share important messages? Get in touch with us today.