TYPES OF OFFLINE MARKETING
Marketing is essential for the survival and growth of any business in South Africa. It’s important to know the different offline marketing channels, so you know which route would work best in your industry. Here are 7 types of offline marketing strategies in South Africa:
RADIO ADVERTISING
Radio advertising is a great way to promote consumer awareness of your brand. Bigger and more established businesses implement radio advertising to create mass consumer awareness.
PRICE
The price of radio advertising depends on several factors such as:
• The radio station
• The time of the advert
• The length of the advert
• The number of times the advert is played
AMOUNT
you will pay around R500- R12000 per 30-second slot on the radio.
POPULAR INDUSTRIES THAT DO WELL ON RADIO
1. Automotive
2. Financial Services
3. Health and Wellness
4. Entertainment
5. Retail
6. Events
7. Food and Beverage
HOW TO ADVERTISE ON THE RADIO
There are two ways you can promote your business on the radio in South Africa. You can either contact the radio channel directly, or you can hire a radio advertising agency to handle all the complications for you.
RADIO AGENCY
Radio agencies are perfect for businesses with no radio advertising experience. Radio agencies provide the following services:
• Scripts (Professional Scripts to influence the listener)
• Production (Voice overs, background music)
• Strategies (Time slots, target market)
• Negotiations (Dealings with radio channels)
RECOMMENDED RADIO AGENCY
TV ADVERTISING
TV advertising is a powerful form of marketing, as it influences the consumer’s mind with audio and visual messages. TV adverts that resonate with the audience are the most successful. Due to its pricing, TV advertising is mainly implemented by the biggest brands.
PRICE
The three TV marketing channels in South Africa include SABC, DSTV, and ETV.
SABC PRICES
• R30 000 per 30-second off-peak
• R200 000 per 30 seconds on peak
DSTV PRICE
• R150 000 per 30-second off-peak
• R250 000 per 30 seconds on peak
ETV
• R10 000 per 30-second off-peak
• R50 000 per 30 seconds on peak
POPULAR INDUSTRIES THAT DO WELL ON TV
1. Automotive
2. Consumer Goods
3. Food and Beverage
4. Financial Services
5. Health
6. Entertainment
7. Tourism
TV ADVERTISING AGENCY
TV agencies have the knowledge, equipment, and relationship (with TV channels) to launch successful TV adverts. They provide the following services:
• Tailor-made solutions for goals and budgets.
• Market Research
• Professional Scriptwriting
• Casting
• Filming and Editing
• Channel Selection and Time Slots
RECOMMENDED TV AGENCIES
DIRECT MAIL
Direct mail sends newsletters, pamphlets, catalogs, or postcards to a group of people based on their location, income level, and purchase behavior. Depending on the presentation of the mail, around 30% of people open direct mail, and 68% engage with it.
PRICE
The 3 prices associated with direct mail include design, material creation, and delivery costs.
DESIGN
This depends on the experience of the designer and the complexity of the project.
R500- R5000
MATERIAL CREATION
This depends on the quantity and size of your marketing material. The more you order, the lower the price.
R1.50- R4 per unit.
DELIVERY COSTS
This depends on the size of the mail and the number of units delivered. Bulk orders will receive lower rates.
R5- R10 per delivery
POPULAR INDUSTRIES THAT DO WELL ON DIRECT MAIL
1. Real Estate
2. Financial Services
3. Healthcare
4. Retail
5. Subscription Services
6. Local businesses
7. Charities
DIRECT MAIL AGENCY
Direct mail agencies will create your content (Pamphlets, Catalogues) and distribute it to millions of people in South Africa. Direct mail agencies will provide tailor-made solutions to ensure your brand reaches the right audience.
RECOMMENDED DIRECT MAIL AGENCY
OUTDOOR ADVERTISING
Outdoor advertising is designing and displaying a company poster or billboard in a populated area. Market research is required to find a suitable location for your billboard and influence your audience with the right message.
PRICE
The price associated with billboards depends on the design, size, and location of the billboard.
R20 000- R350 000 PM
THE DESIGN
A design agency will charge R10 000- R50 000 to design and create the billboard poster.
THE SIZE
• Small billboards displayed on suburban streets will cost around R10 000- R15 000 a month.
• Large billboards on major roads and highways will cost around R30 000- R250 000 a month.
THE LOCATION
• High-traffic areas charge around R30 000- R250 000 per month.
• The more visibility a billboard receives, the higher the costs.
BILLBOARD ADVERTISING AGENCY
Billboard advertising agencies will design your poster and place it in the correct area to reach your target audience. Billboard advertising agencies will either build your printed poster or create designs on digital billboards.
PRINTED BILLBOARDS
Printed billboards are cheaper than digital billboards, ranging from R15 000- R65 000 per month, which include setup and installation costs.
ELECTRONIC BILLBOARDS
Electronic billboards are more expensive than printed billboards as they use more electricity, they range from R25 000- R250 000
RECOMMENDED BILLBOARD ADVERTISING AGENCY
FLYERS
Flyers are the process of creating A4 pamphlets and handing them out at busy intersections and shopping centers in South Africa. Flyers usually have an engagement rate of 1-5%. The success of flyers depends on the location, design, and interaction of the distributor. Beautiful women have higher acceptance and open rates than the average man.
PRICE
The price of the flyers depends on the design and the number of flyers you want to create and hand out.
DESIGN
This depends on the expertise of the designer. More experienced designers will charge more.
R500 – R3000
FLYER CREATION
• For 500-1000 flyers, you will pay R1.50 – R3.00 per unit.
• For 5000-10000 flyers, you will pay R0.50- R1.00 per unit.
FLYER DISTRIBUTOR
To hire someone to hand out your flyers will cost R50- R100 per hour.
POPULAR INDUSTRIES
1. Local businesses
2. Real Estate
3. Automotive
4. Healthcare
5. Education
6. Events
7. Retail
8. Home Services
FLYER DESIGN AGENCY
Design agencies will create professional and appealing flyers to distribute to your audience. Besides professional flyers, design agencies can create:
• Business cards
• Folded Leaflets
• Invitations
• Posters
• Letterheads
• Pull up Banners
• Stickers
• Placemats
RECOMMENDED FLYER DESIGN AGENCY
PRINT MEDIA
Print media is advertising in popular newspapers and magazines in South Africa. Studies have shown that 16% of South Africans still read newspapers and magazines, most people over the age of 35 and above.
PRICE
The price depends on the popularity of the newspaper and the size of your advert.
NEWSPAPERS
• Small Adverts cost R1000- R1500 per month.
• Full Page Adverts cost R40000- R250 000 per month.
MAGAZINES
Small adverts cost R10 000- R60 000 per month.
POPULAR INDUSTRIES FOR MAGAZINES
1. Automotive
2. Beauty
3. Travel and Tourism
4. Luxury Goods
5. Health and Fitness
POPULAR INDUSTRIES FOR NEWSPAPERS
1. Real Estate
2. Education
3. Training
4. Consumer goods
5. Financial Services
6. Public Sectors
PRINT MEDIA AGENCY
Print media agencies have access to national and local newspapers. Print media agencies have the tools to display your printed advert to millions of South Africans. Print adverts are more impactful than social media ads and still receive a great response.
RECOMMENDED PRINT MEDIA AGENCY
STREET POLE ADS
Street Pole advertising is an affordable and effective means of marketing your business. Street pole adverts are purchased in 3 sets. 3 consecutive poles with the same advert increases the advertiser’s chance of reaching passing vehicles.
PRICE
The price varies depending on the location of the advert, the size, and the amount of time it will be displayed.
R750- R3500 per month.
POPULAR INDUSTRIES FOR STREET POLE ADS
1. Retail
2. Food and Beverages
3. Real Estate
4. Automotive
5. Telecommunications