Business

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Verimark’s daytime TV infomercials and mall-based stores are wellknown among South Africans, but how is everyone’s favourite product innovation brand embracing digital?

12 February 2020

For most of us, sick days were synonymous with daytime TV. And if you grew up in South Africa in the 1990s, daytime TV meant Verimark infomercials. From Shogun knife sets to Floorwiz mops, Verimark was the godfather of direct-response TV (DRTV) in South Africa. This approach to marketing sees regular people testing out products and encouraging consumers at home to pick up the phone and place their order. While these ads may be somewhat responsible for Verimark’s notoriety – and they’re still a massive part of its current marketing strategy – the company is keeping an eye on the rise of e-commerce .

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