The shows provide positive results for brands that want to reach consumers directly and change their buying behaviour. Digital marketing may expand the reach of a brand, but consumer experience shows give consumers the chance of a more memorable interaction with products.

Kirsten Mercer, national sales head at ProActive™ South Africa and Africa, Shoppa Shows™, says, "They create a fun and exciting environment for consumers to receive information in an interactive way. They encourage trial through mass sampling and pull consumers towards brands with relevant engagement."

ProActive™ says that subconscious preferences and biases drive purchasing behaviour. With this in mind, the shows influence consumers by speaking their language — emphasising the benefits of a brand and demonstrating how this relates to their values. ProActive™ brand ambassadors aim to promote sales by increasing visibility and allowing products to do the talking. 

Shows take place in the following areas:
  • shopping malls
  • taxi ranks
  • retail and wholesale stores
  • schools  
  • community centres
  • rural community areas
The shows frequently take place in close proximity to the point of purchase and are often linked to in-store promotions, which aim to drive further engagement.

"Shoppa Shows™ takes place at high foot-traffic zones, which allows them to create mass awareness, consumer engagement and interaction while driving the key brand message," says Nhlanhla Molepo, activations account manager at ProActive™. "They also create a memorable experience for the consumer, which translates into brand love."

ProActive™ says that promotions are most effective when they alert customers to a product (or remind them about that product), educate them about it and persuade them to sample or become aware of the product's benefits.

Shoppa Shows™ aims to focus on high-value engagement (singing and dancing are the 'norm') in order to boost short-term sales and ensure that a competitor's products are far from a consumer's mind.

According to ProActive™, creating a positive brand experience can influence a consumer who is not that loyal to a brand, leading to new affiliations. The face-to-face component of the shows allows brand ambassadors to reach their target market. This is done by getting a better understanding of customers by considering the following factors:
  • where they shop
  • what are their ages
  • what their buying habits are
  • how they like to be communicated with
The brand promotes the effectiveness of connecting with customers on a personal level; campaigns that engage consumers on issues that matter most to them are generally far more memorable.

For more information, visit www.provantage.co.za. You can also follow the Provantage Media Group on Twitter.