Sanlam SA Fashion Week - positioning and property selection

  (Commercial Consultancy)
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The insurance industry has become a highly commoditised industry along with many other financial services. In order to communicate with clients and potential clients it is vital that they connect with them in a meaningful and differentiated manner.

Kaelo saw that as Sanlam positioned itself as “Thinking ahead” and offering tailor-made solutions to clients, the most natural non-endemic sponsorship opportunity that existed in South Africa was fashion and design. Fashion is all about the expression of unique identity.

In addition, unlike the majority of sporting opportunities that exist, the sponsorship of Sanlam South African Fashion Week and other fashion related properties has allowed Sanlam to play in an uncluttered environment.

South African Fashion Week has positioned itself as “The Business of Fashion”, due to it being the platform that has not only launched dozens of South African design labels but has worked with designers to establish sustainable businesses. Sanlam have a number of products and services specifically targeted at small and medium enterprises. The fashion and design industry is dominated by small and medium business.

This made the fashion design industry a relevant sponsorship opportunity for Sanlam as it matched marketing and business opportunity for the Group.

In the short space of 10 months, this sponsorship positioning has shown to have dramatic effects on perceptions of the Sanlam brand, particularly in the following three market segments; black market, under 35s and Gauteng based English speakers. All three were traditionally weak segments for Sanlam.

Sanlam SA Fashion Week sponsorship is a finalist in the BASA Sponsorship Awards 2006

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