South Africa Edition 2

developments include:
• The opening of its 57th store. Currently, 21
stores fall under the Look & Listen brand and
36 stores are Jive City operations
• The signing of a deal that sees Look & Listen
being a prize sponsor for M-Net’s South
African Idols 2007, directly targeting its
market, for the second year running
As the Group continues to move with the
pulse of the market, Look & Listen and Jive City
look set for greater market share.
PROMOTION
Look & Listen has both an above-the-line and
below-the-line approach to advertising and
promotion. The brand collaborates with credible
media partners and radio personalities, like Barry
Ronge on 702/Cape Talk, which helps it to maintain
a strong presence.
The Group actively pursues a variety of
new projects in the music, DVD, gaming
and accessories markets. Its well established
relationship with suppliers allows the negotiation
of co-operative deals that benefit both the supplier
and Look & Listen.
Look & Listen is edgy, fun and innovative
in its approach to branding and promotions.
The company makes use of print, online, radio
and TV advertising. It also adds value through
exciting in-store promotions
with suppliers where, for
example, customers buy a
DVD and get a free t-shirt,
or some other high-quality
promotional item.
In 2006 Look & Listen
appointed the services
of one of South Africa’s
top five ad agencies and
subsequently introduced the
slogan “For the Fans”, which
captures the essence of the
brand’s commitment to the
communities it services.
Heavily driven through
radio, print and online, the
campaign has been successful
in keeping Look & Listen
top-of-mind. This campaign
was followed up in 2007
with the “365 days of music,
movie and gaming facts”
campaign. The introduction
of these dedicated brand only
campaigns has been highly
successful in achieving brand
awareness and establishing
the relationship between the
brand and the Look & Listen
customer.
Look & Listen strives
to maintain a consistent
message in all its advertising:
Company strategy is to target
the relevant media partners
that will drive the various
formats Look & Listen sells.
This is why Look & Listen has
become the preferred retail
partner of NAG, South
Africa’s only Gaming
magazine specifically
targeted at gamers.
Both Look & Listen
and Jive City make use
of exciting in store and
window displays to
highlight new releases
and ongoing promotions,
inviting fans in to explore
the retail experience.
The brand also
supports and sponsors
local events such as
Oppikoppi, the annual
event that has become
one of South Africa’s
most successful
alternative music
festivals. Local events
are seen by the company
as great branding
opportunities.
BRAND VALUES
It’s all “For the Fans”: If you are a fan of
entertainment - music, Gaming, DVDs, MP3s and
all their respective accessories - this is the brand
that has what you’re after.
The vision statement: “To
constantly fuel our customer’s
enthusiasm for entertainment
that in turn fuels our success.
Look & Listen is for the fans”
is pivotal to growth across
both the Look & Listen and
the Jive City brands.
A company policy
is to remain the leading
entertainment retailer in
South Africa by consistently
adapting to provide a superior
shopping experience. Look
& Listen does this through
quality customer service and a
range of products that always
meets consumer demands.
All of its stores are
corporate owned, Look
& Listen believes that
franchising would dilute
the outstanding product
knowledge and buying
expertise of all staff. This
further enables the company
to manage all aspects of retail
operations and merchandise
procurement to the strictest
standards, while adhering to
the overall quality experience
it has designed for its
customers.
A trip to Look & Listen
shouldn’t be a hurried affair,
so trading hours in most
stores have been extended
to include a 7-day week and
public holidays, 9:00am to
10:30 pm. Staff members
are trained to assist the
customer, regardless
of whether the request
is about DVD’s, CD’s
or MP3’s. Anyone who
works for Look &
Listen had better know
their stuff!
A final touch to
its superior service is
that if Look & Listen
doesn’t have what
you’re looking for,
they’ll find it for you.
It is customer care like
this that has seen this
brand grow from one
small store to the place
that springs to mind
first for South Africans
looking for their digital
entertainment fix.
THINGS YOU DIDN’T KNOW ABOUT
LOOK & LISTEN
Look & Listen is open from 9:00 am to
10:30 pm Monday to Sunday, including
public holidays
Customers can also get what ever
they are looking for online on
www.lookandlisten.co.za
The Look & Listen brand was established
in 1969 with a store in Eloff Street
The company now operates 57 stores
across the Look & Listen and Jive City
brands
Look & Listen offers a vast range of
special imports on CD and DVD
Look and Listen carries the widest range
of CD, movie DVD, Music DVD, Games
and digital products and accessories
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