South Africa, Feb. 17 -- By February, South Africans are no longer easing into the year. The first salary has landed, routines are taking shape, schools are in full swing and consumers are making decisions that will quietly define their spending patterns for months to come.

Our market is defined by price sensitivity, economic pressure and fierce competition for attention, and the first quarter presents a narrow but powerful window to build momentum and collect insights that will influence performance well into the year.

Increasingly, experiential marketing is emerging as one of the most effective tools for brands to make that early impact count.

Experiential marketing

Experiential activity during this period plays a critical role in g...