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POPAI announces key corporate sponsor, ZaPOP

POPAI announces key corporate sponsor, ZaPOP


Jan 30th 2013, 09:01

POPAI South Africa has just announced a key sponsorship deal with instore marketing specialists, ZaPOP, allowing it to launch an exciting 2013 event line-up.

More than a sponsor

“For POPAI this sponsorship is a pivotal moment in our local history. It shows that we have now established ourselves as a respected and integral part of the retail marketing landscape,” comments Chris de Wet, business development and membership services manager at POPAI SA.

Last year, ZaPOP sponsored the annual retail marketing POPAI Awards, which were very successful, with a large number of compelling and innovative entries. De Wet believes that ZaPOP has become more than just a sponsor – but a partner. ”For POPAI to be able to have an organisation on board that shares our vision of improving and elevating the retail marketing industry is tremendous.” Riaan Labuschagne, MD of ZaPOP, believes POPAI plays a critical role in the retail marketing industry: “Even though substantial focus and budget has moved into below the line marketing in the retail sector, POP media is still much too fragmented. General functions such as standarised measuring tools/criteria, central buying structures, common media types etc. are still too fragmented and we see POPAI as a great vehicle to help in not only educating the industry but also to communicate standards.”

The comprehensive sponsorship agreement will allow POPAI to improve the events already in place for the year, as well as increase the services that the organisation provides to its members.

Events and services to inspire and challenge

As a result of the ZaPOP sponsorship, POPAI has been able to invite international speaker, Frank Quix to share game-changing consumer trends for 2013 with the local retail marketing industry in February.

In an ever-changing retail landscape it is difficult for brands to pinpoint how best to capture the attention of today’s consumers. Key is understanding how digital platforms integrate with the bricks-and-mortar store. This will ultimately dictate how marketing strategies will work in 2013 and beyond. Attending events like Quix’s consumer trends presentation and others planned for the year, should be part of every retail marketer’s strategy for 2013.

“We look forward to seeing what other players in the industry, both local and globally, are doing so that we can offer our clients greater return on their investments. POPAI as an international body helps in facilitating this flow into SA,” says Labuschagne.

POPAI will also be launching an online gallery of display images to showcase real examples of point-of-sale activation at store level. “Ultimately, we hope to have the largest online gallery of South African retail displays. This sponsorship will allow us to focus on bringing more services such as these to our members,” says de Wet.

Retail marketing grows in importance

Looking at the year ahead, he sees marketing at retail becoming increasingly important in a retail landscape that is focused on providing value-for-money for struggling consumers.

Labuschagne believes that the use of mobile – as an information, couponing and location aware device – could come to the fore in 2013. “Competition in the SA market is going to increase substantially between the major retail players in all segments. This is going to eat into trade budgets and that is going to put spare marketing budget under pressure,” says Labuschagne.

“We will see the overall market continuing to expand as brands and retailers become more aware of not only the importance of retail marketing but how to utilise it effectively,” concludes de Wet.Click here for more information on POPAI South Africa 

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