Telkom Branding Rollout

One objective: a media platform for branding retail, growing Telkom's market share in regions where it is under-indexed and has room for subscriber acquisition.

QMart rewarded selected authorised dealers with a brand new store name board, part of its help with the upkeep of their stores.

The signs went where LTE coverage or better qualified an area. Six business districts made the cut: Pretoria, Durban, Germiston, Witbank, Polokwane and Cape Town, sharing 50 store name signs.

Four decisions shaped the rollout.

• Main streets first. Boards went on each district's main street, so every sign worked as hard as it could.
• The dealer's name leads. Each board carries the dealer's own shop name beside the Telkom and QMart Authorised Dealer marks, so it reads as their sign, not an advert.
• Dealers opted in. The board was a reward, and dealers agreed to keep it up, which protects the investment after installation.
• Every sign documented. Each location was recorded before and after installation, so progress was visible and results could be proven.

Impact was built in from the start. Performance in each area before branding set the baseline, then was compared at one, three and six months after.