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MarketingMix Contents
I 0 2 I Ed’s note I 3 2 I Experiential marketing
Budgets are shrinking, and customers are demanding more from
brands. Experiential marketing is a powerful discipline in the
I 0 4 I Keynote: Paul Haupt
current environment.
I 4 8 I Services SETA
I 1 4 I Expert opinion: Richard Duncan
The latest news from the Services SETA team, on the Chartered
Richard explains why having the best people is so important.
Marketer SA designation.
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www.marketingmix.co.za
Where’s the
soccer fever?
pril is upon us, and I am proud to say that Marketing Mix is providing readers
A with plenty of long weekend reading.
The TV Audience Measurement Guide raises pertinent issues around the way in
which highly fragmented TV environments are going to be measured. Locally,
SAARF is hampered by various factors, not least of which is the cost of some of
the new technology that is being implemented abroad. The feasibility,
cost-effectiveness, usefulness and relevance of some of the new methodologies
that are being practiced abroad still need to be examined within the local context
before we can adopt any one of them.
The ABC print measurement guide is also a very informative read – in fact, it’s
an absolute must-read for anyone who works with print media, because it explains
the ABC breakdowns and how to interpret each of them. At the very least, this
guide will get you thinking about your favourite print titles in three dimensions
with a greater understanding of how they are distributed and consumed. And
hopefully, media planners will finally understand what PMIE is.
Media measurement aside, I see a lot of marketing focus being placed on ROI,
cost-efficient strategy and differentiation. But why is there so little focus on
soccer? The Confederations Cup is a few months away – and if you ask me, the
2 excitement factor is sitting at a weak two out of 10. Where are the brand
activations and the clever campaigns? Where are the media trips to stadia and
soccer pitches to educate the country’s journos about soccer passion? Why are
local soccer teams and players not yet über celebs in the minds of every South
African? Women’s magazines should be getting local soccer stars to host
VIP cocktail parties with loyal readers or interviewing their WAGS (wives and
girlfriends, if you didn’t know) – women are a powerful and emotional market,
after all.
Why are advertisers not queuing up to advertise in our local soccer media, to
partner with them in creating fabulous campaigns and to learn from them? I was
pleased to learn that Kick Off magazine produces Ke Nako, the official 2010 FIFA
World Cup update magazine, for the Local Organising Committee. Guess who
I’ll be calling when I need updates. Kick Off’s website traffic was hitting almost
three million page impressions when I chatted to Neil (its editor) in January – yet
so few brands appear to be exploiting this medium. Tut tut!
Oops! We published the incorrect version of This month also marks the Marketing Mix website’s first birthday. Hip, hip
Olivia Leitch’s 7 Day [B]itch column in our hooray! It has been a year of fabulous growth for the website (our user figures are
Jan/Feb issue – so sorry. But the good news increasing at a steady pace), and we now boast a Twitter feed too (don’t say we’re
is that we will have a revised version on our not fashionable), and you can track us on http://twitter.com/marketingmix. We’re
website soon. also working on a YouTube channel – watch this space.
Happy holidays to all our readers! And if you need more reading material,
remember that you can sign up for our free e-newsletters.
TV audience measurement:
current scenario
V audiences can no longer only be described as mass
Top 10 TV spenders 07 and 08 (Nielsen Ad Dynamix reports the top 10 biggest TV advertising spenders, 2007 and 2008).
2007 2008
2 Reckitt & Benckiser 233 914 173 Mobile Telephone Network 222 565 207
3 Mobile Telephone Network 227 326 942 Kentucky Fried Chicken 219 884 646
5 Coca-Cola SA 176 288 852 Reckitt & Benckiser 199 562 162
7 Procter & Gamble 164 375 434 L’Oreal 165 894 720
8 SAB Miller 158 590 992 Homemark Mail Order 151 708 915
10 Kentucky Fried Chicken 153 930 250 Brandhouse 138 597 976
someone was watching,” explains Dr Haupt. Also, it can only tell PVR and time-shifted viewing:
you about those channels broadcast on the specific set-top box and TV audience measurement is currently challenged by the time
not about other channels watched by the household; nor can it shifting of viewing, which is facilitated by the PVR (personal video
provide any information about viewing on other TV sets in the recorder). Until recently the current TAMS model only measured
home that may not have a set-top box. linear viewing – ie viewing live TV, as scheduled by the broadcaster.
In 2007, Oats announced the launch of DStv-i, South Africa’s It was not able to measure the non-linear viewing that the PVR has
first return path (RPD) measurement system (a panel jointly introduced, but TAMS providers have reacted quickly to this new
funded by Oats, M-Net, SuperSport and MultiChoice). The DStv-i development and the latest peoplemeters from some suppliers are
panel hopes to offer advertisers and planners higher accountability, already being used to measure time-shifted viewing in some
and data that will form the basis of more accurate planning. “In my countries. Currently, there are around 250 000 PVRs in the
view, DStv-i is absolutely essential to our own business, as well as South African market, but this is set to grow steadily, especially if
to our client and agency partners. It will increase sample sizes our middle class continues its booming growth and rapid uptake of
exponentially and at last provide more robust data in order to technology. Locally, the only PVR device available to consumers is
make planning decisions on DStv with complete confidence,” the MultiChoice DStv model – for now. Who knows when units
says Hitchings. like the TiVo (an independent PVR system available overseas) will
hit our shores, and allow the South African viewer to time shift any
TV content.
To enable SAARF to measure time-shifted viewing, the quickest
Despite the fact that new meters might not be and most cost effective way will be to get access to the MultiChoice
decoders to insert the necessary software for this purpose.
However, this access has not yet been given and SAARF will thus
the cheapest option, the methodology used in have to look at other options in the meantime.
With the peoplemeters currently in use in South Africa, banner
them for the measurement of time-shifted recognition can be used to measure the amount of time-shifted
viewing but it can only be reported globally and not per channel.
viewing does not depend on media owner SAARF will thus have to make a decision within the next few
months on how to proceed with this important matter. Despite the
fact that new meters might not be the cheapest option, the
cooperation and this is an important advantage. 7
methodology used in them for the measurement of time-shifted
viewing does not depend on media owner cooperation and this
is an important advantage. “It’s not a case of us not being able to
measure it – we just don’t have the data yet,” says Sharon
About 4 000 DStv homes in SA are being recruited to the panel. Penhalrick, MD, Telmar.
“We are well on our way with the recruitment process and are
collecting data already, however it is too soon to offer any insights Out of home viewing
into the data or trends,” says Brenda Wortley, director of strategy In the past, TV viewing was only done in the home; today, this is
and research, Oats. Final results are due to be released at the start not the case – individuals are watching TV in bars/clubs, shopping
of Q4, while initial results will be reviewed internally. centres, public viewing venues, cafes and restaurants, schools, etc.
Dr Haupt agrees that RPD panels cannot replace the current “There are millions of viewers that we are not able to capture,
TAMS panel but can provide complementary information to that if our systems are reliant on a TV set in the home,” says Long. The
delivered by TAMS. However, one must understand clearly that the arrival of the 2010 FIFA World Cup is driving the establishment of
use of larger RPD panels will not lead to higher ratings for the new infrastructures (large screens at public viewing venues, for
multitude of small channels. You will have more robust data to use, example), and these will become a permanent reality thereafter.
but the ratings will remain small. “TAMS is only measuring a small portion of what’s happening,”
Referring to the DStv-i panel, Wortley says: RPD requires a very says Long.
close cooperation with the broadcaster and media owner, in order for “Currently less than five per cent of TV viewing in South
it to be effective.” Oats is working very closely with SAARF, to Africa takes place outside of homes which means that in-home
ensure that the DStv-i data is both transparent and is integrated into viewing actually constitutes 95 per cent of all viewing,”
the current measurement offering. The data will be available on says Dr Haupt. “Although the out of home viewing is fairly
measurement tools/software, so the industry will have full access to it. small, it will in all probability grow in future due to
Although the DStv-i panel is currently conducted outside of the technological developments. Portable measurement systems
SAARF industry a research, in the longterm it could possibly are already available and in use in certain countries and SAARF
evolve into a RPD panel under the SAARF TAMS system. will have to evaluate which of these systems are best suited to
SAARF will be working closely with MultiChoice and Oracle our conditions.”
Airtime Sales to ensure that the panel can be fully utilised to He ends off by saying that the television scene will be extremely
complement the current TAMS system. Oats has offered to dynamic over the next few years and the changes that will be thrust
SAARF the option of considering morphing the DStv-i panel into a upon us will affect every single household in SA. “As far as the
SAARF industry wide panel. The TAMS sub-committee on the measurement of TV is concerned, the challenges are many and
future measurement of television will give this consideration and formidable but with a concerted effort from all parties our industry
make recommendations to the main TAMS council. However, will find its way through this maze and I have no doubt that the
before this can happen, formidable technical and financial industry currency will emerge from this stronger and even more
challenges will have to be overcome. credible than it is today.”
10
ordinary standard definition after the Media type 2007 expenditure 2008 expenditure Grand total expenditure
switchover, at least for the foreseeable future,”
Cinema 359 538 399 361 036 089 720 574 488
explains Dr Paul Haupt, CEO, the South
African Advertising Research Foundation Direct mail 139 900 248 150 502 248 290 401 496
(SAARF). However, eventually, all of the 647 930 469
Internet 271 998 085 375 932 384
channels will be broadcast in HD.
Outdoor 1 161 062 950 1 079 927 638 2 240 990 588
Measuring HD 9 121 584 095 18 395 529 412
Print 9 273 945 317
Measurement of HD viewing is not necessary
for planning, but as advertisers look for new Radio 2 964 814 070 3 345 249 141 6 310 063 211
ways to engage the consumer, TV advertising 9 379 446 058 19 341 018 226
TV 9 961 572 168
produced in digital format may be the way they
go if it offers higher viewing quality or special GRAND TOTAL 23 398 343 905 24 548 163 985 47 946 507 890
effects. So knowing which consumers are HD
viewers is relevant to campaign targeting, for
example. The challenge for measurement of HD is the need for
software that can deal with the different products be it a regular
HD PVR/decoder or a dual-view decoder, etc. In order to watch HDTV, the viewer must have
“Advertisers will need to give consideration to shooting
commercials in HD or on film to facilitate easy transfer to HD in
order to advertise within HD environments in the future,” explains
the right decoder, and also an HD-ready TV.
Chris Hitchings, sales director, Oracle Airtime Sales (OATS).
The good news is that SAARF is already measuring the Those who do not have an HD-ready TV (but
high-definition channel on the DStv platform.
have the right decoder) will receive the digital
11
HD signal, but since their Standard Definition
M-Net HD goes commercial soon
According to the Oracle Airtime Sales (Oats) website, www.oats.co.za,
(SD) TV set will not be able to render the image,
M-Net HD will become commercial from April 2009. Subscriber
figures for HDPVR reportedly reached 26 863 as of 4 January 2009,
reflecting a 45 per cent growth month on month. Advertisers can
will be viewing in SD.
expect to pay R500 per 30 second loose spot rate, while a package
offering is also available (50 spots for R5 000). M-Net pricing will be
detailed in the April 2009 ratecard. The digital switchover
Because of the improved quality of viewing, many countries around
the world have established digital transition policies, which will
guide their switchover to digital broadcasting systems. Otherwise
Measuring DTT known as the digital switchover (DSO), this process has been
The DTT channels are expected to bring new opportunities for completed in Luxembourg, the Netherlands, Finland, Andorra,
advertisers, but will also impact on audience measurement. “The Sweden, Switzerland and Germany.
introduction of DTT will fragment audiences even further but that Locally, the digital switchover started in November 2008, and it
will be among the current terrestrial television universe,” says is expected that the analogue signal will be switched off in
Jennifer Daniels, e.tv’s head of research. This means that where the November 2011. The South African government will be driving the
current SABC channels as well as e.tv have always enjoyed large local DSO by subsidising the cost of the specialised set-top boxes
sample sizes, this might change in future as the number of to make digital television accessible to mass markets. This will
terrestrial channels could grow to 20 or more. enable even the lower end of the market to switch to digital television,
It is imperative for SAARF to measure the new DTT channels since viewers will not have to buy a new HD-ready TV set (the
and this will be done in parallel with the measurement of the set-top box will provide a signal that conventional SD TVs will be
current analogue channels until the switch-off date. Again, as in the able to pick up). Of course, the price of technology will decline
case of pay television, additional methodologies may be required to over time and digital television sets will become more affordable.
measure the increased number of DTT channels and SAARF will Until the DSO has been completed, the existing terrestrial
work in close cooperation with the TV broadcasters to find the broadcasters (SABC, e.tv and M-Net) will be broadcasting in both
necessary solutions. analogue and digital. On the switch-off date, the analogue signal
Dr Haupt explains that although the DTT decoders will not have will be turned off and anybody that does not have a decoder or a
an inbuilt return path, this can be done externally and if SAARF new digital TV will literally be left in the dark.
requires this to enable effective measurement of all DTT channels, DStv and the other newly licensed pay TV operators will
then it is not an insurmountable obstacle, but it will add cost to the naturally all be making use of digital satellite transmissions and
measurement system. will thus not be directly affected by the changeover.
Q&A
Marketing Mix catches up with Ricardo Gomez-Insausti, VP: research, BBM Canada to find
out more about TV measurement.
www.marketingmix.co.za
marketingmix.co.za / vol 27 / issue 3/4 / 2009
Brand anatomy
An Absolut icon
T
hink vodka, and you’re quite artists has elevated Absolut above the rest of the
likely to think Absolut. This is competition,” says Pereira. Absolut was the sponsor of
the iconic vodka brand, after Fabiani’s Winter Collection launch at the 2009 Joburg
16 all, with a long-standing history behind Fashion Week, which allowed the brand to explore its
its contemporary cult status. “Absolut connections to fashion, young creative minds and
was first produced in 1879 and only trendy lifestyles.
distributed in its country of origin, It is also supports the Lesbian, Gay, Bisexual and
Sweden. It was first exported Transgendered (LGBT) community, and this has lent the
internationally to the US in 1979 and brand real integrity in a market that has been proven to
has been available in SA since 1994 set trends, and has a higher than average disposable
(Pernod Ricard took over the brand in income. Consider the findings of the A.B.N.S.A Gay
2008). Every single bottle of Absolut is Consumer Profile 2008: seventy four per cent of respondents
produced and bottled in Ahus, Sweden,” are avid consumers of luxury goods, while 58 per cent of
says Seth Pereira, brand manager of respondents earn over R18 000 per month.
Absolut at Pernod Ricard SA. “As with fashion, art and music, the LGBT community
Since its launch, the brand has grown to is instrumental in creating trends across all industries.
become one of the world’s most Absolut has always understood this and together with the
consumed liquor brands. Sales figures LGBT community formed some fantastic collaborations,”
show that sales reached 96.6 million cases says Pereira. Internationally, Absolut has produced a
by 2007 (a number that held steady over limited edition bottle (called Absolut Colors) in support
2008). Meanwhile, Impact ranked Absolut of the LGBT community and here in SA, the brand has
as the world’s number four premium spirit got involved with festivals, events and community projects
brand in 2007. This is a brand that has to show support and further develop the relationship.
become associated with the innovative All of this is only driving brand equity higher. “Absolut
advertising, and has earned its spot in the is a fully imported international brand and we have seen
American Advertising Hall of Fame. significant decline of the rand versus international
currencies which is certain to have an impact on the cost
Winning the trendy target of Absolut, and this is where brand equity plays an impor-
Globally, the profile for this brand’s target tant role. Being an iconic brand with loyal support has
consumer is the same – young (25-35 years seen Absolut being able to weather this financial storm
old) trend-setting, and very gregarious. The and continue its growth,” says Pereira. The recession is
brand has successfully tapped into this market expected to impact all retail sectors, including liquor sales.
and its vibrant mindset by working the brand “To date, Absolut has shown some resilience to the
into the worlds of art, fashion and music. “I think market strains that we are seeing and is still performing
the fashion, art and music industries are where strongly in SA. There are international markets that we
some of the great creative minds are and tapping know are more exposed to the economic situation such as
into these minds and working with some of these the US, Russia and central Europe,” explains Pereira.
Absolut tidbits
Absolut Vodka was originally named ‘Absolut Rent Brännvin’, which means Absolutely Clean Vodka.
Every year, around 80 000 tons of winter wheat are used to produce Absolut Vodka.
Absolut Vodka is distilled by means of a unique process called continuous distillation in which the vodka is distilled hundreds of times
to remove impurities. This distillation process was introduced in the 19th century by Lars Olsson Smith, the man regarded as ‘The
Vodka King’, and the creator of Absolut Vodka (look for his mugshot on every bottle of Absolut).
Around 500 000 bottles of Absolut Vodka are produced each day in Ahus, Southern Sweden.
TBWA in New York, US, is the ad agency behind the Absolut ads (starting with Absolut Perfection, the brand’s first ad). The agency has
won over 350 awards over the years for its Absolut campaigns.
Absolut Akademi in Ahus, is where PR agencies, ad agencies, bar tenders etc go, to learn everything they need to know about Absolut
Vodka. The curriculum includes subjects such as history, production, marketing and tasting.
The link between Absolut Vodka and art was born when, in 1985, Andy Warhol was commissioned by the president of US distributor, Carillon
Imperter, to paint a picture of the bottle. Since then, a string of famous artists has lent their talent to interpretation of the Absolut brand.
Absolut Vodka was ranked the world’s number one luxury brand by Forbes in 2002.
Absolut Vodka’s involvement with music began in 2003, when the brand asked three famous club DJs to create their own tracks,
interpreting the Absolut lifestyle. Visit www.absolut.com/threetracks to listen to or download tracks.
According to the official brand website (www.absolut.com), the design of the Absolut bottle is not the result of hours of consumer
research. Instead, Gunnar Broman (a Swedish ad man who was to sell the concept of Absolut to the tough US market) was looking
through an antiques shop window in Stockholm’s ‘Old Town’ when he saw an old Swedish medicine bottle (which itself was
something of a cultural icon in Sweden). This bottle was handed over to the Absolut design and packaging team, and has become
the much-admired shape of Absolut Vodka.
One source
The Absolut brand has global street cred, thanks to the
brand management teams behind it. The Absolut brand
owners, and its international marketing team, sit in Sweden,
and control communications (brand advertising for print
and TV), but hand the placement of the advertising, and all
promotional conceptualisation and implementation to local
partners. This central control system ties back to the
concept of One Source, which loosely understands that the
brand is produced in one location to maintain the highest 17
standards and preserve the integrity of the brand. “More
than 1 500 Absolut ads have been produced. It works
because the creativity of the ads constantly asks the
consumer questions about what they are seeing, yet every
single ad that has been produced has been consistent to the
brand,” says Pereira. A global website serves as the brand’s
face online, but according to Pereira, there are plans to
Absolut: the milestones
move forward with a strong digital campaign locally to 1879 Absolut vodka is born.
leverage CRM, Internet communications, and so on. 1979 Absolut is launched in the US. And it is the 100th
Launches of new flavour variants are always supported anniversary of the brand’s creation.
with a full 360-degree campaign, including print, website, 1980 The first Absolut ad-Absolut Perfection – is published.
off-trade support and, of course, launch parties and 1985 Andy Warhol paints the Absolut Vodka bottle, and Absolut Art is
consumer involvement initiatives. “Absolut has been a born.
driver in experiential marketing. Consumer-driven 1986 Absolut Peppar, the first flavoured variant, is launched.
involvement in campaigns showcasing art exhibitions, 1988 Absolut Fashion is born when designer David Cameron partners
fashion shoots/shows etc, have been instrumental in driving with the brand, and creates the Absolut Cameron campaign.
the growth of Absolut. But rather than worry about driving 1992 Absolut Kurant is launched
sales volume, the idea was to always concentrate on 1993 Absolut becomes one of the three original brands inducted into the
building the correct image of the brand and develop brand American Advertising Hall of Fame.
equity which in turn would look after the future sales and 1997 The 500 millionth bottle of Absolut is produced. The Gianni
longevity of the brand,” explains Pereira. The brand Versace Absolut Versace campaign is launched.
recently hosted a chartered cruise aboard a luxurious 1998 The Absolut Originals campaign is launched, and sees 16 European
catamaran for SA celebs and business hotshots, and also SA artists lending their names to the campaign.
musicians Watershed. 1999 Absolut’s advertising campaign is named as one of the 10 best
campaigns by Advertising Age.
Absolut-ley responsible 2000 Absolut becomes the third-largest premium spirit brand in
Responsible advertising is key, especially today: consumers the world.
are growing hyper aware not only of health issues, but of 2002 Launch of Absolut Gaultier campaign.
the influence that advertising and branding can have, 2003 Absolut enters India, taking the number of markets in which the
especially on younger audiences. “Absolut certainly brand is distributed to 126. Absolut Vanilia is launched.
believes in responsible behaviour across all segments of the 2004 Absolut Raspberri is launched. On 16 March, the billionth bottle of
market. Responsible drinking, advertising and distribution,” Absolut is produced.
says Pereira.
Tove Kane,
DJ Jacaranda 94.2
voice artist, MC, writer, singer, founder of
Ablekane Productions and www.tovekane.com
17/03/2009 19/03/2009
A
t 5am the alarm shrieks at me to play 6:15am: Cas is shrieking even louder than my
pre-dawn golf. MG stirs next to me, alarm. She’s dropped off at us every morning
warm and cosy in the cool of the (she and Jesse walk through the estate to
morning. Golf is awesome. The greens are school). I’m dressed in Jacaranda branding,
shimmery, wet and slow – our footmarks trace hair and face done and her approval is a hug
our progression to the hole. My caddie around my legs.
concedes I’m a vixen with the putter and the I jump through all the hoops answering
driver, validating our early start. Can’t play questions about co-DJs Dianne and Riva,
full 18, but just as well, because my agent calls what does Gerda look like, and are we really
with an urgent voice-over. friends outside work?
The creative director edited the Sit Dit I’m saved by the school bell and roar off to
Aan music video (the title track of a duet the SABC to lay down TV voice tracks,
I sang with Martin Bester on Jacaranda’s before dashing over to Centurion for another
Afrikaans compilation CD). He recognises interview on the Tové Tabloid.
me, telling client all about my antics. I do a live marriage proposal on air and the
18 Awkward at first, but I do a sultry voice en bride to be says, “Yes” much to everyone’s relief.
Harley-Davidson breakfast
route to the voice booth, which belies my Home – supper, koi, dogs and then a walk
crazy accents. after dinner. run. It’s best to go out
Off to Centurion, interview a muso for
Tové Tabloid. Live radio show – awesome 20/03/2009 early; MG and I make
callers, one acknowledging my positive Five days to Jesse’s birthday; MG and I
influence on his life – a great feeling.
Hit Woolies for fresh veggies. Home
are plotting his birthday surprise with a
sprinkling of hints that entice him out of his
the dash, locking hidden
to feed the dogs and the koi before teenage silence.
practicing my son Jesse’s English speech I’m MC’ing an awards function tonight so
gifts in our cupboards.
(I’m taking photos of him too) and cooking I have to take my make-up and a change of
a sublime supper. clothes to work.
Show flows nicely, and then it’s a mad
18/03/2009 stampede out of Centurion; traffic, shower, to another back to back until 10.30am. I
Gym after I see the kids off, and then I send make-up and get to function before guests squeeze in a lightning breakfast, and while
of photos of Jesse to mum-in-law, who’s arrive. Late finish – home to find MG and writing my blog, I notice the waitron’s cup is
working on a special birthday collage (Jesse’s Jesse playing Wii in the lounge. I can’t resist quivering. “Sorry to bother you – are you
birthday is 25 March). He’s protesting in last and the championship begins again in earnest. Tové Kane?” She has all three of my CDs, and
night’s shots – I can’t use any of the images – is asking me to give her an autograph. “I’ll go
will have to be more surreptitious. 21/03/2009 one better – why don’t you take a photo with
Get a bit stuck in my blog; I’m uploading a Mum-in-law takes Jesse to breakfast while me and I’ll put it on my blog?” She’s thrilled
bunch of images as well as writing some dense we do the present prowl. There’s so much and her friends join us in a heartbeat.
copy. My Harley-Davidson trainer arrives for rugby to watch and I’m a fan – shopping is a Research, write, voice the Tové Tabloid. Attend
our two-hour lesson. I ride a monster 1600cc fine-tuned operation woven around big a briefing with the creative and production
Street Bob that we’ve customised to the hilt. screens and cheering with friends. team at Jacaranda for a competition starting
She’s heavy; brutal if you go past the point of next week. My show – I’m on form today.
no return – balance is everything. 22/03/2009 Air check with my programme director
Use the traffic sagas of my lesson for blogs Harley-Davidson breakfast run. It’s best to go about audience ratings and advertising
that I post on my website: www.tovekane.com. out early; MG and I make the dash, locking revenue generated by my show; positives to
Sister-in-law and family arrive for early hidden gifts in our cupboards. accentuate and negatives to minimise.
supper. She’s near full term, expecting her I hit Woolies for fresh food, then dash
third child. Her first born, Cassie, wants me 23/03/2009 home to sort out dogs, koi, supper – listen to
to accompany her to school tomorrow since After early gym, I work with three producers Jesse’s Zulu speech and feign ignorance about
she is in ‘The Spotlight’. at the SABC, literally going from one studio his birthday.
SA Health Matters: no submission The top five daily newspapers (Oct-Dec) by subscriptions and copy sales are
Autolocator – Gauteng: ceased publication Daily Sun 497 376 497 376 497 376 (513 291)
Caperush magazine: suspended The Star 142 470 142 470 156 899 (163 839)
Maxpower SA: ceased publication
Sowetan 122 222 122 222 130 026 (135 514)
Xtreme Machines: resigned
Son (daily) 105 419 105 419 105 419 (97 135)
Complete Fly Fisherman: resigned
Isolezwe 99 022 99 022 99 110 (98 565)
Monthly Golfer: suspended
SL – Student Life: no submission There are few daily newspapers posting positive results and even
The following publications were suspended due to non the top performers didn’t realise great gains. However, they are top
submission of their circulation data and audit reports for the performers against the other papers, even if it was a case of holding
4th quarter 2008: their own over 2008, despite lower figures than in previous year. It’s
OFM Wheels interesting to see that two local dailies are top performers – Daily
Get It: Potch/Klerksdorp Dispatch from the Eastern Cape and Diamond Fields Advertiser in
Get It: Bloemfontein the Northern Cape. The two tabloids, Daily Sun and Son, appear
TAPPSA along with the Zulu daily, Isolezwe.
Body Corporate News The Daily Dispatch didn’t have a smooth year in terms
Portfolio of Municipalities in SA of circulation figures, but held its own quite admirably and
Which? Industrial in general posted positive results over 2007. What’s good to
Big News for the Business Owner see is that the paper offers very few third party-bulk or
RB Magazine Print Media in Education (PMIE) results, which can skew total
Fleet Jewish Tradition circulation.
Y Magazine According to editor, Andrew Trench, the economic turmoil has
Manwees compelled the publication to focus on its core strength, which is
local content. “We also identified the developing political story as
An interesting aside is the number of new members key for our area and have worked it hard, producing some excellent
(corresponding previous period) suspended. sales on the back of this,” he says. > p24
>> p28 The magazine was revamped with a redesigned Springboks to promote the brand at shops like Spar,” says Ross.
cover to appeal to the general public as its visibility increased by its Leef managed to increase its core circulation with each passing
availability in 2 800 retail outlets – as opposed to the previous 800. quarter last year, and managed this on a decreased marketing
“Hunting is expensive so we know our readers have money and is a budget. The women’s mag also managed to continually increase its
desirable audience being male, aged 45-65. We also know that 98 per individual subscriptions. According to editor, Christine Ferreira,
cent of our readers keep the magazine,” says Andre van Dyk, editor Leef’s distribution was widened last year to increase its reach, but
of SA Hunter. A new feature for 2009 will be ‘celebrities who hunt’, she doesn’t believe this is the main reason for its growth. “I believe
and a website is due to go live by September. that the main reason for our growth is related to the increasing
SA Rugby posted increased total circulation results and just need for spiritual direction that we’ve have been seeing in our
squeezed itself into top print performers as it ended with a higher country over the past few months. People are now – more than
circulation at the end of the year. However, while there was a slight ever – looking for a glossy with more depth due to widespread
increase in single-copy sales, its controlled free distribution bumped uncertainty in terms of the economic and political situation. I
up its circulation. Marketing Mix isn’t too concerned with this as believe we have managed to connect deeply with our target market
the CFD was achieved through sponsorships and other agreements offering them a consistent quality read,” she says.
with a number of rugby stadiums, institutions, academies and National Geographic Kids made incremental increases in both
schools that agree to distribute the title directly to rugby fans. This individual subscriptions, while single-copy sales held their own over
means the likelihood of the magazine picking up new readers within the year. Overall, compared to 2007, the 2008 circulation results
its target market is high. were up. According to Fiona Thomson, editor of the kids’
“As far as controlled free distribution is concerned, magazine, the second half of the year saw a brightening up of the
SA Rugby magazine tried to reach people who had not previously magazine with a new logo, fresh look features and quirky design
read the publication, but who fitted into our target market tweaks throughout. “In 2008, we continued strategic partnerships
from an editorial and advertising point of view,” says Kara Ross, to promote the brand, such as the second NG Kids Young
group marketing manager, Highbury Safika Media, publishers Photographers Competition in conjunction with Spur.
of SA Rugby. This year, NG Kids is aiming for stability considering the current
Rugby events also sent its single-copy sales up, which was evident climate, although more initiatives are on the way. “Our buzz word
in its July-September results which coincided with the Tri-Nations. for 2009 is ‘interactivity’ –making the pages of the magazine more
“SA Rugby magazine has focused on providing added incentives for interactive for the kids –for example, the introduction of Explorers’
the consumer. For example, a free Springbok sweatband was given Corner within the magazine and launching more ‘Young…’
away with every issue during the Tri-Nations. In addition, SA Rugby initiatives, so that our readers see themselves reflected in the
30 magazine used life-size cut-outs of the World Cup winning magazine,” says Thomson.
Experiential marketing
A meaningful connection
xperiential marketing has long been held as a powerful way Marketing Institute and Agency George P. Johnson, in the USA)
We design, execute and measure Sixth SenseT M experiences that are relevant to the target audience and ownable by the brand. We apply this
methodology within two fields of expertise:
• Exp Brand Activation creates brand experiences which contribute in creating trust between the customer, the society and the brand through functional and
emotional levels. Trust is a key factor to create loyalty between consumers and brand.
• Exp Sponsorship identifies sponsorship properties that most closely meet the business objectives of our clients and manage the end-to-end engagements
from the rights negotiation to programme management, “on-the-ground” activation and evaluation ensuring a measurable return on the investment.
Stimorol Overview
Sampling activations, more mouths getting more gum
more often. A secondary element was the launch of new
flavours.
Summary/Return on Objectives
5 Weeks. 30 Beach Activations. 55 Club Activations. 400,000
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Contact
Contact us to bring your brands alive in unique and exciting ways.
Wayne Flemming, Brand Activation Director
(011) 549 5340
Experiential marketing
>> p34 aren’t opting in and passing on the viral elements of clothing, body language, etc) of shoppers, and to react appropriately.
their own accord, then it’s still the old paradigm of push advertis- It’s about translating experiences into areas of business that were
ing,” says Duckitt. not originally marketing or experiential territory.
The trick is to make sure that at every touch point, the experience Service excellence is something that experiential agencies should
is relevant and pleasurable, and reflects the shift away from the be getting more involved in, says the VWV team, especially as more
show-and-tell model of marketing, to one which offers real and more companies are looking for ways to drive their business
interactivity; bombarding the consumer with product information through service delivery. It will become about managing the
and hard-sell marketing will undermine efforts. Understanding the emotional response of the individual.
lifestyle of the target market is key, as this will reveal the potential
opportunities for mechanisms that make the consumer feel The future of experiential marketing
involved and intrigued. The experts are clear that experiential marketing will become an
increasingly integral part of the media mix, especially in an age that
Turning it inwards finds the consumer more empowered and demanding interactions
Experiential marketing is not only relevant as a tool to drive with brands. “All advertising will become experiential as technology
consumer loyalty and external brand equity – it is equally useful improves, you’ll interact with your TV, radio, website etc. You’ll be
applied inside organisations. Since each and every touch point of a able to choose the ads you see or hear; the more ads you ‘accept’ the
brand is key to creating the right experiences, more companies are cheaper your service will be, so it will pay consumers to watch,
turning experiential marketing inwards, in order to turn every listen to or read particular ads, which will be brilliant for targeting
employee into a brand ambassador. the right market,” says Freeman.
The Gap stores in the US have been practicing this for some Gressel says that now, and for the foreseeable future, clients will
time, says Ricardo Gressel, business development director, VWV, as be demanding a high-value return on spend. “The proof is in the
Gap store staff is trained to pick up certain cues (behaviours, pudding, and better in the eating!”
Expert opinion
Riding pretty
he commuter market in South Africa represents a sizeable
Taxis
The taxi industry may just be among the most customer-centric
sectors in SA. “It’s all about convenience,” says Nelson. “Taxi
Gautrain – an update
According to Ingrid Jensen, of the Gautrain’s communications
department, the Gautrain will target the LSM 6-10 market, including
private car owner. “The first phase between OR Tambo and Sandton
is expected to be completed towards 2010, while all other stations
will be completed towards 2011,” she says. As to whether the
Gautrain will steal business away from the existing commuter
markets, she says that by implication, there will be an impact.
“However, the Gautrain fare structure ensures the cost will be higher
than for other public transport modes, while cheaper than using
one’s own car. This will help not to take too much of the public
transport market away from current modes, while also getting the
car user off the roads.”
As yet, there is little that can be said about potential marketing,
communications and branding opportunities via the Gautrain. Says
Du Preez, it is early days, and we don’t know how the Gautrain will
be used nor by whom. However, successful underground systems in
countries like Britain and the US will prove useful case studies.
Regions to watch
According to Gary Nelson, CEO, ComutaNet, the regions of the country
that are seeing increasing commuter activity include Mpumalanga and
Polokwane as well as the Western Cape. “Obviously, where there are
new taxi ranks built we can expect to see growth in commuter
spending and activity; this means stores and brands can afford to be
more strategic in deciding where to position themselves.
Commuter media
>> p39 making sure to do the right market research and targeting
campaigns to specific groups within this market. Nelson stresses the
A day in the life of a taxi commuter importance of partnering with service providers that understand local
(Freshly Ground Insights) regional culture, for example, so that strategies and messaging executed
For client ComutaNet, Freshly Ground Insights (FGI) carried out a will resonate with the market.
study among the commuter market and found that there are around
110 000 taxis on SA’s roads. It found that taxis travel 27.5 million Buses
km each day. The average household income of this market is AMPS 2008A reports that there are about three million commuters
around R6 536, says Brad Aigner, MD, FGI. And as such, this travelling by bus each week. Du Preez points out that since the
places this market in LSM 7-10. This means that this market is, in average bus commuter is urban their profile is of a slightly higher
its own right, an elite market (and, in fact, the black diamond falls LSM than taxi commuters.
According to Charl Timms, CEO, SP Media, bus advertising has
into this bracket). “The average household income of the commuter
grown by 32 per cent in the past seven years, with a national audience
has increased at a rate above inflation,” says Aigner.
of almost 1.3 billion; this medium has a national reach of over 41 per
The average commuter (70 per cent of respondents) wakes up
cent. He reports that the majority of bus commuters are aged 16-34
between 4am and 6am on weekdays and prepares for work (with years, with an average household income of R4 700 per month.
very little time for traditional media consumption, beyond perhaps While 70 per cent of this commuter market is black, almost 17 per
listening to the radio). cent is white.
“Bus advertising is unique in that with it we can reach two
distinctly segmented target markets at one time – those travelling on
the bus and the motorists who see the bus,” he says. The exterior of
the buses are viewed by motorists who generally fall into a higher
LSM bracket of 6-10.
Internal advertising and branding reaches bus commuters, who are
mainly LSM 5-7 consumers. Internal bus advertising research for
Metrobus finds that 42 per cent of commuters spend, on average,
between 20 and 30 minutes on a bus travelling to or from work. “As a
captive audience, this allows for highly effective engagement
marketing opportunities for brands,” says Timms. “Through internal
40 branding in the form of interior strips and activations, campaigns
can be reinforced with sampling promotions and brand experiences
en route.”
With the Bus Rapid Transport (BRT) system coming into play the
The commuter then walks to the nearest taxi rank, where the upgraded buses will provide an attractive environment through which
average duration of the wait in the queue is 12 minutes. Most to advertise. “The BRT programme will go ahead, as it is part of the
commitment to FIFA. We are not sure just yet what the commuter
commuters surveyed are simply preoccupied with the wait for the
mix will look like. It is uncharted territory and the media rights have
taxi, while buying food and reading the newspaper are also
not yet been put into place,” says Du Preez.
mentioned as taxi rank pastimes. It was found too, that commuters
recall the advertising screened on the TV screens in the ranks, Trains
primarily because there are no immediate distractions in the rank According to AMPS 2008A, there are just over a million commuters
environment, as compared with the distractions of the home travelling by train each week in SA. These commuters are urban
routines and the family within the home TV viewing environment. based, and thus have a higher LSM profile than the average taxi
The commute to work takes place between 6am and 9am each commuter. ComutaNet has found that 76 per cent of train
weekday, and finds the commuter using the time to read the commuters are black and 16 per cent are coloured; the majority of
newspaper, if they are not listening to radio, looking out of the these commuters are aged 25-49 years.
window, chatting with fellow passengers or chatting on their Railway passenger numbers continue to decline and this is in part
due to the fact that trains are unsafe and rundown (the last time the
phones. Billboards and branding on other taxis is noticed and
railways upgraded the carriages etc was in 1956, says Du Preez).
recalled, and to Aigner, this indicates a high awareness of
However, news reports (The Times, 23 March 2009) indicate
advertising. But, perhaps most interesting, respondents to the FGI
that the Passenger Railway Agency of South Africa (PRASA) is
study claim that it is advertising that is placed in trusted media that investing R25 billion in upgrading the railways. Of this, R14.7 billion
is most likely to influence decision-making. will be spent on upgrading coaches and the technology on the rails.
Following the afternoon’s work, the commuter will stand in the taxi “As with the taxis and the buses, we are seeing upgrades that are taking
rank queue for an average of 16 minutes for the homeward these systems from third world to first world standards,” says Du Preez.
commute, which takes place between 4pm and 6pm, though the Another reason for the decline in passenger numbers is that rail is
majority of commuters are not yet home by 6pm, indicating that the the most inflexible commuter mode; railways are limited to certain
homeward commute is taking longer and longer. Once home, the geographic areas (such as Gauteng and the Western Cape), and the
commuter will watch TV, and quite often, will head out for routes are fixed. Plus, the transportation infrastructure after
passengers disembark from trains is inadequate. “The train commuter
entertainment of some sort (watching soccer at the local tavern or
also uses taxis to get from the station to their workplace in town. So
shebeen, or visiting neighbours).
by targeting taxi commuters brands are by default also targeting train
commuters,” says Du Preez.
Cinema
highs and lows
he global cinema business is enjoying the economic
Taking it up a notch
While it is true that cinema groups are not being negatively
impacted by the recession, in general, they remain challenged to
differentiate the movie-going experience, particularly for the top
end cinema-goer who has fancy leather recliners and a big screen TV.
From E1 to E4
hat’s all this E1 and E4 business Simplistically, the answer is none of them.
The CMSA designation is a vehicle that can lead to A seat at the board table
There have been concerns among marketers that they are not
getting seats on the boards of their organisations in the same way
this sharing and the realisation that we need to
that other professionals are. One reason for this has been the
perception that marketing is not a ‘profession’ and that anyone can
pool our experiences and stories in order to build a do it. The reality is that every rand in the company’s coffers is
somehow linked to marketing – it defines the entire purpose of an
organisation’s existence.
knowledge base and a code of conduct. The reinvigoration of the CMSA professional marketing
designation will go a long way to overcoming this perception and to
providing reassurance to shareholders. CMs will have to earn this
respect by demonstrating their mastery of marketing and how
The CMSA designation has been in existence since the late 1990s marketing is essential to the success of any organisation.
and is now, courtesy of the Services SETA and a dedicated team of
individuals drawn from the marketing industry, taken off again after Bridging to CMSA status
the demise of the Marketing Federation of South Africa (MFSA). For young marketers who do not have 10 years of rock-face
Existing chartered marketers have been through an extensive experience as a marketing professional to become a CMSA, but who
Continuing Professional Development (CPD) process and those have ambition and desire to achieve the ultimate career and income
that completed this process were re-certified with their certificates distinction, Marketing Practitioner South Africa (MPSA) is the
presented by the Services SETA at a ceremony in Johannesburg in perfect primer. While the 10 years’ experience is not mandatory, it
February. These CMSAs and those yet to come are recognised not provides a good guideline of the requisite skills and experience
only in SA, but also in 16 countries in Europe through the needed to complete the CMSA process successfully.
European Marketing Confederation (www.emc.be/activities_rss.cfm).
The first new cohort of potential CMs is approaching the end of What is it?
its CMSA process and will be sitting for the board exam at the end Registered on the NQF in June 2008, this is the first professional
of March 2009. The designation is set at Level 7 on the NQF. designation for mid-level marketers.
What’s in it for me? Assessment of your portfolio and the video recording of your
Being an MPSA shows your current and potential employer that: presentation and panel interview.
You have demonstrated competence in tactical marketing at a MPSA designation: If found competent you are advised and are
practical level awarded the Marketing Practitioner SA designation.
You are a marketer who is serious about your work CMSA designation: Write board exam based on a case study. If
You subscribe to a Code of Ethics found competent you are advised and are awarded the Chartered
You are committed to keeping up to date with marketing thinking Marketer SA designation.
You are committed to increasing your marketing knowledge,
both practical and theoretical, through Continuing Professional
Development(CPD)
You should be top of the list when promotions are considered or
We need people who continue to evolve and learn,
when new staff are required (HR departments and headhunters
will be looking at MPSAs as the first choice for new jobs). who are unquestionably competent to guide their
The designation is internationally recognised with the European
Marketing Confederation (EMC) that represents marketing across clients and provide modern solutions to new-age
the European Union. On completing the process you gain yourself
a South African certificate from the South African Qualifications
business problems.
Authority (SAQA) and Services SETA, as well as one from the
EMC.
Who can achieve the designation? How long does this take?
The MPSA designation is targeted at individuals who have around The process is dependent on the enthusiasm of the candidate and
three to five years of practical marketing experience at a tactical the availability of evidence. For individuals who are totally
level in the ‘doing and implementing’ of marketing strategies. Such committed to achieving either designation and have access to
individuals should also have some management experience at a evidence, it could take three months, while others have taken six
supervisory level. months or more. Once you commit to the process, you have one
The designation is set at Level 5 on the NQF, but you do not year to complete the CMSA/MPSA.
need to have any formal academic qualifications to apply if you
have real-world experience. Conversely, having an academic What does it cost? 49
qualification without practical experience will not be enough. The total cost for the MPSA is R6 000 (excluding VAT).
The total cost for the CMSA is R12 000 (excluding VAT).
What do I have to do? The Services SETA is offering various subsidies to candidates.
The process leading to the CMSA or MPSA designation is based on
recognition of prior learning (RPL). This means that you have to How do I find out more? What do I do next?
produce evidence that you are competent when assessed against the Contact Recognition of Prior Marketing Learning at
outcomes that are specified in the registered qualification. The info@rpml.co.za – the company handling the designation process
evidence is compiled in a Portfolio of Evidence (PoE). This is a for the Services SETA to receive more information as well as the
structured process which has an ongoing set of quality assurance relevant application forms.
checks to ensure that those who complete the process are worthy
of the designation. Accept the challenge!
The steps in the process for CMSA and MPSA are: Now is the time for marketers across the profession to act and be
Attend a full-day Initial CMSA/MPSA workshop, which seen as professionals. Enrol for the CMSA process and demonstrate
explains all aspects of the process so that you can decide your mastery in the science and art of marketing. For more
whether you want to continue with it. information about either CMSA or MPSA contact info@rpml.co.za.
Start gathering evidence against the specified outcomes and
associated assessment criteria and consider the self-reflections Views from CMSAs on their journey into marketing
that led you to taking those actions. The specific outcomes for territory…
MPSA are at a tactical level while CMSA outcomes are at a
strategic level. A gourmet marketing touch
Attend a half-day Evidence Review workshop at which you Gianni Mariano is a successful businessman with a passion for
work both in groups and on a one-to-one basis with RPL branding and a flair for food. The effortless combination of these
advisers to discuss and evaluate the evidence that you have two skills paved the way for a gourmet journey that delivered two
compiled and to see whether there are any gaps. If any are exceptional brands to the South African hospitality market.
identified, you make plans to remedy these. Gianni completed his B.Com degree at Wits University and
Complete your portfolio and submit it. pursued his dream of a career in the food industry. His first serious
Your portfolio is then assessed by registered constituent assessors. project evolved into the Brazilian Coffee Shop brand. He sold his
If anything is seen as not meeting the requirements you will be interest in 1996 to start Mastrantonio, epitomising ‘the art of good
advised and will then correct the situation (remediation). eating’. The dream expanded and grew into what is known today as
Attend an hour-long session where you make a 15-minute Mastrantonio Holdings, comprising three very distinct disciplines
presentation to a panel on why you should be awarded the focused on branding, brand consulting and his insatiable passion
designation and answer questions from the panel. for food.
“A brand is very similar to the human body in a simplistic way. on the subject. This is significant in that we are in a field of study
When you talk to a person, you can make deductions about them that is relatively new, yet it is based on principles that are timeless.
from the clothes they wear and their body language, but there is We need to share information as much as possible. The CMSA
something that makes that person unique – a soul, a personality. designation is a vehicle that can lead to this sharing and the
Brands have similar characteristics and managing brands involves realisation that we need to pool our experiences and stories in order
understanding a number of key elements and ensuring that they to build a knowledge base and a code of conduct.
communicate the essence or ‘soul’ of the brand across all its “It is interesting that there are people out there that have little or
manifestations. even no formal education in their particular line of work, and yet
“Branding in its purest form has been misused in our modern they can be regarded as marketing geniuses. This may be both as a
world. Anyone who has a logo thinks they have a brand. I believe result of their character and from what they have learned from the
that the current economic crisis is a direct result of a fever that was ultimate teacher – real life experience. For this reason, we have to
caused by twisted views of the concept of value. True value requires realise that as marketers we need to grow.
integrity, honesty and commitment; so do brands.” “Being a CMSA is not a designation that allows you to sit back
Financial language has a clear and precise context whereas the and say ‘I am a marketer’ as it will mean nothing in the absence of
language of branding also talks profits and return on investment, ongoing development and learning. This is exactly what the CMSA
but from a different angle. “Real business success stories occur should be – a never-ending journey into the world of marketing
when these two disciplines start speaking the same language and that should challenge you to go into uncharted territory, yet provide
business leaders manage to see them as one. Accounting is a you with the skills and knowledge to safely stay the course. The
discipline that looks mostly at yesterday, marketing and branding is very essence of being a CMSA is about the commitment to lifelong
something that looks to the future,” says Gianni. learning, it is the beginning,” concludes Gianni.
He believes that at the moment, branding is used in the context
of putting a mark on something, but you can’t ‘put a brand on’ Embracing Africa
as if it were an item of clothing. True branding is not a badge Nathalie Chinje is professional, driven and ambitious, and yet
that is placed on a company – it should be infused into every fibre totally humble and committed to imparting her vast skills to young
of the enterprise. people. With a philosophy of investing in human capital and not
Gianni furthered his career and with the help of his friend and capital cost, you are assured that a conversation with this marketer
mentor Gordon Cook, completed his honours degree in 1992. is going to be both enlightening and philosophical.
“The M designation was later established and Gordon suggested Nathalie comes from a retail and financial services background,
that I take the plunge and register. We were part of the first having done her marketing communications degree through the
50 inaugural class of CMs to graduate in July 1999. IMM and then qualifying as a CMSA in 2004. For good measure,
“If you look at the marketing books of the ‘70s the word ‘brand’ Nathalie also completed her MBA through the Stellenbosch
was rarely mentioned. By the end of the ‘80s there were hundreds University Business School – obtaining a cum laude for her thesis
of mentions of the word and today there is a proliferation of books on MTN’s economic impact on Cameroon.
“I started Upbeat Marketing five years ago, initially providing
branding, marketing and communications solutions to South
African businesses. As the business evolved and on the back of my
experience of African and world travel, we found our niche in
helping South African companies expand into the rest of
Africa,” says Nathalie. Sectors of specialisation include financial
services, ICT, infrastructure development and projects in the
public sector.
Gianni Mariano
Confederations Cup:
what’s your goal?
T
he Confederations Cup arrives in the bank launched its campaign with soccer
South Africa on 14 June 2009 and sees legend and brand ambassador Lucas
the six continental champions up Radebe sending an SMS to each customer
against the FIFA World Cup holders and the (personalised marketing is one of the smartest
host nation. Being on African soil for the first tools that can be activated and yet it is
time, the Confederations Cup will provide an massively under used).
unparalleled marketing platform. The question These campaigns are all very encouraging,
is: how can you score and make this event yet I still feel that a number of the FIFA
count for your brand? The answer is simple: partners have been a little slow off the mark.
creation. Whether it is an above-the-line Having engaged with a number of these
campaign driven by an ambassador, creation of parties, I get the impression that head office is
an event or an internal campaign to drive sales in control of the strings and has forgotten to
and staff morale, the ‘pitch’ is available. What allow for and afford the South African
you need to do is ‘walk onto it and put the companies the independence and budget to
ball in the back of the net’. capitalise on this enormous opportunity. This
Samsung is not an official FIFA partner; goes back to a fundamental principle of sports
however, with the creation of the ‘NextHero’ marketing: without suitable leverage spend,
campaign driven by ambassadors, Shaun you may have a beautiful car but it will not
Bartlett and Itumeleng Khune, it has managed get you from where you are to where you
to position itself superbly. Samsung joined want to be.
52 forces with Play Soccer South Africa to form In addition, I think that, to date, the FIFA
this campaign, which teaches children life family of sponsors and partners has failed to
skills, self-confidence and discipline through collaborate successfully with one another. A
the medium of football, while also focusing joint-force road show both locally and
on driving sales for the brand. A percentage of internationally driving excitement around the
sales from the J700 handset was donated to tournament together with ticket information
the ‘NextHero’ target of raising R1 million and timeline details would be most effective
for this worthy cause. and something that I think is greatly needed.
Chivas Regal and Soccerlife magazine The Confederations Cup and the 2010
recently created a series of intimate targeted FIFA World Cup are enormous events, so
football cocktail parties. The events were knowing when, where and why to spend in the
hosted at the Saxon Hotel and gave their business of sports is another challenge which
clients the opportunity to hear from some of one needs to focus on. This is where sports
South Africa’s leading football personalities marketing agencies can add significant value,
about the beautiful game. The partnership of through the understanding of the history, the
brand and media principal together with excellent people, the opportunities and the structures.
public relations has worked exceptionally well What I would like to suggest to marketing
in this B2B space. teams out there is to listen to what people say
The creation of a Confederations – everyone has a story and everyone has
Cup/FIFA 2010 environment within your dreams and ideas. Sometimes the most
office space, ticket giveaways, and ‘public’ mind-blowing campaign can be staring you in
viewing at the office is something every the face. We have one of the most diversified
company in SA should be focusing on to drive nations on earth, which gives us the freedom
staff morale, sales and national pride. to run with a series of completely different
On the ‘official’ FIFA partner front, First campaigns. But, because of this diversity,
National Bank pledged its support to SA’s setting objectives upfront is one of the most
greatest sporting event by coming on board as important steps in the campaign construction
a FIFA national supporter. From November process. Another vital area of focus would be
last year, the bank has been giving hundreds to think of the individual – what do they want
Neil Jankelowitz of tickets to new FNB account holders, to or need? Making sport count for individuals is
MD, MSCSports drive new acquisitions. A simple, yet smart an influential and exceptional tool which
(011) 646 7340 way in which to leverage its sponsorship, every company should make use of in order
neil@mscsports.co.za position the bank and drive new business. To to make a statement at this year’s
educate the market of its official FIFA status, Confederations Cup.
The advantages of mobile vouchers and says Eddie Groenewald, CEO, Multimedia
ticketing: Solutions. Then, it is essential to use the
Reduced print costs right strategy, one that takes into account
Measurability the rules of engagement. Reporting and
Cost-effective analysing the back-end stats is key, too.
Immediate. Compared to online media, says
Challenges: Groenewald, mobile is more measurable.
Not all handsets compatible Even in more mature markets where
Backend system in stores broadband is uncapped and media options
Scanning system integrating are highly proliferated, mobile penetration
Redemption issues is growing. Marketers are warned not to
Initial set up cost. assume that the top-end LSM consumers
On a different retail front, Derek van use top-end phones (some lower LSM
Wyk and Jan van Wyk de Vries from users have got very fancy phones, while
TransUnion, are in charge of mobile some LSM 10 consumers stick to simple
technology that automates credit account phone models and hand upgrades over to
management processes. Via SMS, customers their kids).
can be encouraged to open an account and Still, before mobile can be measured,
driven to make their payments on time. indeed before mobile media can be used,
Marketers are warned
How does it work? Customers requiring the target market needs to identified (there
credit can send their name, surname, ID are different solutions, each ideal for not to assume that
number, monthly income and expenditure reaching the different target markets).
to a short-code number. A central system “Selecting the right activation media the top-end LSM 55
verifies the customer’s data (checks for options is key, and so is the crafting of the
fraud and earnings, and credit scores).
Within seconds, the consumer receives an
appropriate message,” says Raymond
Buckle, CEO, SilverstoneCIS.
consumers use
SMS which says whether or not the Branded content, which is downloaded
application is successful. “Retailers can by the user on a daily basis in the form of top-end phones (some
decide what kind of messaging is mobisodes, is an option for brands. When
delivered,” says Van Wyk. content goes viral it pays for itself, and lower LSM users have
If successful, a customer can enter the brands get huge mileage thanks to the
store with the right supporting documents pass-on. When using short codes, be got very fancy phones,
and the retailer simply captures new details careful to pick intelligent short codes and
(all the originally submitted details are already make sure the back-end system is able to
captured and don’t need to be re-entered). pick up errors and prompt the user to
while some LSM 10
If a customer enters their details incorrectly, resend the code. Interactive bi-directional
an SMS asks them to re-enter their details. communication is cool – it allows the user consumers stick to
The reply SMS can be enhanced by adding to interact directly with more than one
voucher or discount mechanisms (this could option. For example, they can click to call simple phone models
encourage the customer to follow through or to book a test drive.
and start spending). Roughly 50 per cent of the local market and hand upgrades
Plus, says Van Wyk de Vries, for companies has a mobile Internet-enabled phone, says
with call centres and websites, the system Buckle, which allows for measurement and
can be added to give the customer a seamless consumer insights. Competitions can be
over to their kids).
total store experience. All these solutions built in, which allow a brand to ask
can be sent via a Web services API, making profiling questions and collect customer
the customer’s details (profile) available to information. But whatever you do,
call centre staff, for example. measure everything and learn from it,
While the TransUnion credit system says Buckle.
employs SMS, MMS and mobisites they Mobile videos too, are powerful, says
can be powerful branding and sales tools. Grantham. Research conducted by UCT
There are challenges, however, such as the found that the average age of the mobile
number of different handset models, screen video downloader is between 25 and 40
sizes and memory capabilities. “These years. Also, information that is sent in video
different handsets need to be understood format is more likely to be found useful
before a marketer can begin a campaign?,” and influential in purchasing decisions.
rand interaction is not a new marketing users and their behavioural patterns or, on a