Founded on the principle that the purpose of business is to profitably create compelling experiences that ensure consumer loyalty, The Third Place is an experiential platform, providing a theatre for brand communications, interactions and dialogue; an environment between home and work, where marketers can connect with their target market at all touch points.
Martin Sweet, director of Primestars Marketing, says: "Marketing to consumers in the home and work environment has become the norm, but consumers are continually bombarded with multitudes of advertising messages making it increasingly difficult for brands and products to stand out from the clutter.
"Entertainment has become a major draw card and The Third Place concept attracts audiences to venues away from the home and work environment, engaging them with entertaining educational and networking opportunities."
Primestars' Third Place concept has been brought to life through Entrepreneurial Wednesday, a monthly event launching in June 2005. This event will see thousands of entrepreneurs gathering at Ster-Kinekor theatres nationwide to be educated, informed, enlightened and entertained.
"By giving existing and would-be entrepreneurs access to the thought processes and practices of successful and qualified entrepreneurs, Entrepreneurial Wednesday will create and nurture an entrepreneurial culture amongst members. Through skills transfer, encouragement and networking, audiences will be empowered to start their own SMEs, creating personal wealth and much needed employment," says Sweet.
"By building communities of interest in The Third Place, the brands involved will be seen to have relevance and context. Customer relationships that result from this community of interest will be mutually beneficial, creating goodwill to nurture future interactions."
Discussions and advice on health issues, financial independence, property investment, home décor and wealth creation will roll out, as will programmes targeting South African working women and the youth: "People need informal public places where they can gather, put aside concerns of work and home, relax, talk, learn and grow. These theatres of learning address this need, providing education, as well as casual social interaction between members of like-minded communities in a safe and comfortable place away from work and home - a space we call The Third Place.
