With the launch of Zappon.co.za, just 2.5 months after project initiation, Avusa Media has quickly mobilised and entered the hotly-contested South African daily deal space, with the full might of its brands behind it.
Marrying advertising and retail, the relatively new group buying concept makes strategic sense for Avusa Media with the company’s brands already targeting and advertising to an established and loyal audience. Adding Zappon.co.za to this media giant will simply further enhance the overall consumer experience.
“The daily deal space is on the cusp of maturing in South Africa,” says Zappon creator and General Manager of Avusa Media LIVE, Elan Lohmann. “Other players - both local and international entrants - have been working to create the beginnings of a market for us and we feel that now is undoubtedly the right time for us to enter.”
Zappon is expected to be a strong player in this space, considering both the credibility of the Avusa brands and the loyalty of audiences for titles such as Sunday Times, The Times and Sowetan. Zappon will also benefit from well-established online presences such as TimesLIVE and SowetanLIVE, who already enjoy great engagement and penetration in the digital environment.
“From an advertising perspective, we definitely have a competitive advantage,” comments Lohmann. “Not only do our existing advertisers and suppliers inherently trust our brands but we are currently offering clients massive media exposure to roughly two million readers a day via print, direct mail, website and social media channels – all at no charge. Which other group-buying platform can offer the credibility and trust that brands such as Sunday Times can provide, at no cost?”
In the vein of similar ‘daily deal’ offerings, Zappon will advertise a new deal each day via the various channels, all targeted to different cities. Deals will range from 40-90% off and are typically at least 50% off.
“We know that we are entering into an incredibly competitive market at the moment but feel this is perfect timing for the launch of Zappon.co.za,” concludes Lohmann. “At Avusa we’ve rallied all of our resources – both internally and with the assistance of external partners – to turn around another great product for our consumers. The local daily deal market is hotting up and our goal is to ensure that Avusa is the first big media player in SA to make a real impact.”