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Mall Ads: Brands Need To Be Where The Consumers Are

Mall Ads: Brands Need To Be Where The Consumers Are

While mall occupancy levels and foot traffic have decreased in some malls, other malls have experienced excellent growth over the six months to December. So what does this mean for brands? Brands need to be where the consumers are and what better place than the mall environment.

According to John Faia, GM of Mall Ads, South Africa has a strong mall culture. You only need to look around to notice exciting new malls cropping up all over. In recent months we have seen the extension of Menlyn Park Shopping Centre, the opening of Menlyn Maine in Pretoria East and recent redevelopment of EastPoint shopping centre.

Trends in the mall environment are showing that consumers are chasing sales and specials, in my opinion more now than ever before. What this reinforces is that consumers respond extremely well to advertising. And part of what makes them buy one product over another is the advertising that speaks to them inside the mall environment. It is here that they are in a purchasing frame of mind. They’ve taken the time and the effort to get to the mall, now they want to spend the money that’s in their wallet.

Brand messaging

Furthermore, everything about a mall is conducive to spending and feeling good while doing it. Consumers are receptive to brand messaging because they want to take advantage of the sale or desire the novelty of something new, hip and on-trend, be it a new flavoured water or sports shoe.

Malls are the perfect environment for brands to start or continue a conversation with the consumer. It is here, close to point of purchase, where brands either lose, keep or win consumers. And in order to keep already loyal consumers and win over new ones, your brand and your messaging needs to be in their face. Out of Home is the last window of opportunity to engage consumers on the path to purchase, that’s the bottom line.

So while some malls are experiencing difficult trading conditions, South Africans are still visiting malls, they’re still shopping and they’re still spending. Take, for example, convenience centres that cater to daily shopping needs. Many of these shoppers are dependent on social grants and are usually debt-free. They haven’t experienced the same pressure on disposable income as middle and higher-income consumers, so their spending patterns stay the same. So how does a brand stand out in a mall environment and grab a larger portion of shopper spend? By advertising. Simple. What becomes more complex is creating a campaign that is slick, fits seamlessly with the mindset of the target consumer and is memorable. Mall advertising is not what it used to be and a larger portion of marketing budget needs to sit within mall advertising for a campaign to translate to sales. Consumers are more savvy, more critical and expect a lot more from brands. They also want novelty and innovation. They want to have fun and have an emotional connection with a brand. This is where Mall Ads is able to provide bespoke solutions.

PwC Retail in Africa 2017 report

The long term reality is that the consumer base is growing, in Africa and by default South Africa, and one of the key driving factors is continued urbanisation levels. According to the PwC Retail in Africa 2017 report, the continent is the most rapidly urbanising region in the world, with urbanisation levels set to increase to 56% in 2030 from 35% in 2010. If we look specifically at the South African context, the report shows that Johannesburg is set to grow by 45% over the same period, to a total of 11.5m people.

This can only be good for retailers and malls in general. More foot traffic, more spend and more opportunity for brands to touch consumers.

MALL ADS
john@provantage.co.za
www.provantage.co.za

 

 

Leyard & Planar Announces Planar Simplicity Series 4K

Leyard & Planar Announces Planar Simplicity Series 4K

The displays are designed with simplicity and affordability in mind and they deliver superior image quality and video performance, enabling Leyard and Planar to meet the full range of signage needs with the Planar Simplicity Series.

They are ideal for retail, museums, corporate communications, quick serve restaurants and small companies with a limited budget that would like to capitalise on the benefits of digital signage.

Steve Seminario, vice president of product management, Leyard and Planar said, ’We’ve expanded the Planar Simplicity Series LCD display line to address the growing need for simple, robust and affordable signage displays that fully exploit beautiful and engaging 4K content that is now so readily available.’

‘We are seeing dramatic growth in the adoption of 4K in the large format display category. The winning supplier will offer a range of 4K display solutions in a wide variety of sizes and feature levels, to be the ‘one stop shop’ for the end user,’ aid Graham Cooke, Pro IT display market analyst at Futuresource Consulting.

The Planar Simplicity Series 4K features:

-Wide variety of sizes (43”, 55”, 65”, 75” and 86”).
-Exceptional clarity with four times the resolution of Full HD.
Whisper-quiet fan-less design.
-Native 4K resolution at up to 60Hz support for smooth video and mouse tracking.
-Integrated signage tools, such as USB playback with scheduling and LAN distribution, eliminating the need for third-party hardware.
-Built-in speakers.
-The Planar Simplicity Series 4K is available through Leyard and Planar’s global network of authorised resellers.

PLANAR www.planar.com

Nigeria News: Mastercard Announces Acceptance Of Mobile Payments Via Facebook Messenger

Nigeria News: Mastercard Announces Acceptance Of Mobile Payments Via Facebook Messenger

Mastercard announced that it will use Facebook Messenger to provide technology to small businesses in Africa and Asia to drive affordable acceptance of electronic and mobile payments. This Messenger experience will first launch in Nigeria, where Mastercard will pilot a new Masterpass QR bot to help business owners move beyond cash transactions to accepting QR payments.

Masterpass QR provides people with any type of mobile phone the ability to safely accept and make in-person purchases without cash or a plastic card. It provides greater choice in payments and complements Mastercard’s investment in contactless payments to provide merchants of all sizes, from international chains to individual shop owners and street vendors, a fast, secure and inexpensive way to accept payments.

Ecobank and Zenith Bank will support this inaugural programme. The pilot in Nigeria is the beginning of a larger plan by the two companies to include more businesses into the digital economy.

According to research done by The Fletcher School and Mastercard Centre for Inclusive Growth, billions of funds flows from consumers to businesses in Nigeria, and 98 percent of these funds are still based on cash.

Jorn Lambert, executive vice president, Digital Channels and Regions, Mastercard said, ’Every business owner is looking for ways to increase sales and draw new customers into their stores. By offering QR-based digital payments, smaller retailers can achieve these goals and create greater customer stickiness with little to no investment beyond the phone they already have. Masterpass QR opens up new commerce channels for these merchants and enables them to create auditable transaction records. These advances open doors to other financial tools and products such as loans to drive added business growth.’

To get started, businesses can send a request to the bot to enable QR payments, receive approval from the bank, set up an account and start accepting digital payments in a fast, simple and secure manner. Once the account set up process is complete, business owners can print and display the QR code in their stores or save the code on their phones. Customers can pay by either scanning the code from their smartphone or by entering the merchant ID associated with the QR code into their feature phone.

‘Brands and developers around the world are turning to messaging to connect with the 1.3 billion people who use Messenger each month,’ said Kahina Van Dyke, director of Payments and Financial Services Partnerships at Facebook. ‘We are pleased that Mastercard is developing a service on the Messenger Platform to help small merchants use messaging to manage their business and connect with their customers.’

‘In line with our goal to serve 100 million Africans by the end of 2020, Ecobank is delighted to collaborate with Facebook and Mastercard to enable underserved and unbanked micro-merchants with the opportunity to open an Ecobank account almost immediately and begin to receive instant payments using Ecobank Masterpass QR on the Facebook Messenger platform. Micro merchants in Nigeria are already benefiting from Masterpass QR and will soon be in 32 markets across Africa, enabling them to move away from cash. That is true economic empowerment,’ said Patrick Akinwuntan, Group Executive, Consumer Bank, Ecobank Group.

MASTER CARD www.mastercard.us/en-us.html

Grey Advertising Appoints New Strategist

Grey Advertising Appoints New Strategist

Grey Advertising recently appointed Jessica Handley as a strategist. Handley completed her undergraduate studies in neuropsychology at University of Cape Town, and went on to do her postgraduate in marketing at Red and Yellow.

She worked for Ogilvy & Mather before flying off to San Francisco to study her postgraduate in account planning at Miami Ad School. While she was there, she worked for a global sustainability communications firm called Sustainable Brands. Handley has worked on numerous brands. She is currently also doing her honours part-time in political science.

GREY ADVERTISING JHB (+27 11) 706 3060 www.grey.com/southafrica

Rocket Creative Reaches 20 Year Milestone

Rocket Creative Reaches 20 Year Milestone

March 2018 signifies the 20 year anniversary of Rocket Creative’s innovative and trendsetting design and display business. Launched in February 1998, Rocket Creative has evolved exponentially to become an innovative player in the design and display industry.

Richard Nilson, Rocket Creative’s founder and MD elaborated, ‘Having launched Rocket Creative from very idealistic beginnings, the intent has always been to operate with an entirely unconventional and inventive design approach. We have succeeded in building a career and respected business out of doing something that we love. Our job is essentially to build things that we dream up, and have someone else pay for them. It is 100% driven by passion, having the opportunity of doing something so neat and unique that no one has ever seen before.’

ROCKET CREATIVE (+27 11) 262 4698 hello@rocketcreative.co.za www.rocketcreative.co.za

ABF Hosting Annual General Meeting

ABF Hosting Annual General Meeting

The Advertising Benevolent Fund (ABF) invites all interested parties involved in the advertising, media and marketing industries to the Annual General Meeting for the ABF which will be held on 22 March at 3pm, at SPARK Media’s offices (Block 3, Burnside Office Park, 410 Jan Smuts Avenue).

For more information contact: Chirene Campbell at chirene@owlhurst.com.

ADVERTISING BENEVOLENT FUND
www.facebook.com/ABFSA/?ref=ts&fref=ts

Instant Grass International: Gender-Inclusive Marketing

Instant Grass International: Gender-Inclusive Marketing

According to Jess Jorgensen and Paul White from Instant Grass International (IGI), in the last few years, the world has seen a massive flux and relaxing in attitudes toward gender and its representation in the media. In this article, they explore how gender-fluid is becoming the new norm.

To look for inspiration we should begin with fashion. This is being pioneered by the fashion industry, perhaps traditionally the safest space to play with androgyny. Consider Jaden Smith, an early poster-boy pioneer by posing in a skirt for Louis Vuitton.

And while we might expect boundaries pushed in the realm of fashion, they are also being challenged in the hip-hop world, where we might not traditionally expect them to be. Artists like US trans rapper Mykki Blanco blasting down boundaries with (now five years old) music videos like Wavvy, or artists like Lil Yachty, whose newest album cover shows the rapper flashing his rainbow grill seated amid a spectrum of individuals that includes two young men kissing in the corner of the frame. Reactions across the internet were mixed: many praised Yachty for depicting a gay couple on the cover of a major hip-hop release, while others took to Yachty’s Instagram comment section with homophobic remarks.

Nobody can deny the PC lingo is ever-evolving. ‘Trans’ is still PC, and quite normalised, to the point where more gender-fluid terminology has now become a symbol of progression. Colin Nash of Variety magazine claimed, ‘Trans’ almost feels like a couple of years behind for our audience’.

We’re seeing uses of gender terms such as: gender-queer, non-conforming, non-binary and gender-neutral, all of which are used to describe a form of self-expression outside the good ol’ gender box of strictly man/woman or masculine/feminine.

To show how prevalent gender neutrality has become in mainstream media and brands, Covergirl launched their first male Covergirl model in 2016 – James Charles, a YouTube makeup artist and model who has made huge waves in popular culture.

National Geographic created an entire special issue, calling our times ‘The Gender Revolution, a great read and reference point for anyone struggling to keep up with ever-changing terminology’. Locally, Wits, UCT and UJ have rolled out gender-neutral bathrooms, as have many restaurants and bars.

Brands are ditching the old stereotypes, too. But understandably, are not yet going as far as pop culture is currently pushing.

Within the advertising world, we see change as happening on a spectrum – from ‘women belong in the home’, to total gender fluidity, where anyone can be whomever or whatever they want. We’ve moved away from the arcane beliefs, but we haven’t quite reached total freedom yet.

If we take a step back we can see how advertising has both described and prescribed gender roles throughout history. Advertising has both reflected and created symbols and messages that shape our behaviour as individuals. Advertising of the 50s and 60s shows how patriarchal advertising messaging was towards women and their roles in the home and society, with taglines like, ‘It’s a wifesaver!’ advertising an oven or, ‘Blow in her face and she’ll follow you anywhere!’ promoting an old brand of cigarettes. These seem positively ridiculous, viewed in 2018.

While we’ve come a long way in advertising, we’ve almost come no way at all. From the 50s, telling women they ‘belong in the home’, to the 70s where women have more freedom yet are encouraged to be sexy for their men, to the 90s where shock appeal keeps rising as women are depicted in more and more risqué ads. We must ask ourselves where branding stands: does it merely describe culture at large, or does it have a responsibility to lead the way?

We’re seeing much more non-conformity compared to past expectations. Consumers expect brands to embrace these issues and not ignore them. According to consumers, it’s not cool to be stuck in the old gender stereotypes.

Major US retailer Target has been one of the first to break down the ‘pink aisle’ structure – with explicitly ‘girls’ toys’ in pink and ‘boys’ toys’ in blue or other colours. Now, toy aisles are gender neutral. Barbie, who has drawn the ire of feminists for many decades, released their 2015 Moschino Barbie ad, which for the first time, included a boy in their advertising.

Locally, character model agency My Friend Ned has started their own gender-neutral division to meet this need. At SA Menswear Week 2017 we saw SA designers like Kim Gush making waves and defining themselves as ‘gender-neutral’, breaking the barriers of gender conformity by throwing thigh-high pleather platforms on male models. Gush’s ethos as a designer is to become gender non-conformist. To be shown in this way at a platform like Menswear week, is still considered pretty risqué by many.

To show how mainstream gender non-conformity is becoming locally, Woolworths jumped on the bandwagon and featured a trans model during their 2017 #StyledBySA capsule. We cannot deny that this trend will only strengthen in 2018 and beyond. What we must remember though, is that even with Woolworths embracing gender-neutrality, South Africa does lag behind a little.

This allows us a great opportunity to see what is coming. What we need to ask ourselves, is how much tolerance audiences in SA have for these admittedly challenging statements. While we know we must embrace these changes, we must ensure we do not alienate those people loyal to our brands.

INSTANT GRASS INTERNATIONAL (+27 11) 026 3801 info@instantgrass.com www.instantgrass.com

Ogilvy & Mather Flights #NoExcuse Campaign Before Soweto Derby Kick-Off

Ogilvy & Mather Flights #NoExcuse Campaign Before Soweto Derby Kick-Off

Ogilvy & Mather led the FNB stadium Carling Black Label #NoExcuse campaign against women abuse. A #NoExcuse female choir sang ‘Asambe Nono’, a well-known South African football song, just before kick-off in front of 85,000 people at the PSL game between Kaizer Chiefs and Orlando Pirates on 3 March 2018.

The lyrics of the song suggestively say, ‘Let’s go, my baby, let’s go and sleep’. As part of the #NoExcuse campaign, the ‘Asambe Nono’ lyrics were changed to tell the all-too-common story of a South African woman being abused by her partner when he comes home under the influence from a soccer match which his team has lost. The chorus said there was no excuse for women abuse.

The revised lyrics were shown live on the big screen at FNB Stadium and the choir’s performance was televised on SABC and SuperSport. The football players were standing behind a #NoExcuse banner to show their support in the fight against women abuse.

VP Marketing for ABInbev Africa, Andrea Quaye, said, ‘When we launched #NoExcuse last year with a Men’s March and a major television commercial, we vowed to follow through and continue to drive positive change. The Soweto derby was an obvious place to make a powerful statement to so many men, and this was an emotive and impactful way to do just that.’

Tseliso Rangaka from Ogilvy South Africa said, ‘This was an enormously complex execution involving the client, multiple agencies, the choir, both teams, FNB Stadium management, the SABC, the PSL and SuperSport, and we are all incredibly proud of the outcome this was an original and highly relevant way to drive this important message.’

OGILVY & MATHER +27 11 709 6600 joburg@ogilvy.co.za www.ogilvy.co.za

CORELDRAW! 2017: New Name, New Features, New Possibilities

CORELDRAW! 2017: New Name, New Features, New Possibilities

Mohammed Jogie, Creative Director of Morning Star Design, gives a quick run-through of Corel Corporation’s flagship software, released in 2017.

So there are a couple of misconceptions I’d like to clear up. CorelDRAW! 2017 is the latest version. CorelDRAW! X8 is not. A number of us are taking the X in X8 and converting that to 10, then adding 8 to that to come to 18. While this is not necessarily wrong in principle, please understand that this method of determining your version will give you version 18. Which would mean that 2017 would equal version 19. Now that we’re clear on that, another misconception is that the Home and Student version is the same as the commercial, production version. I have seen a few folks actually purchase the ed version in the hope of saving a few valuable Randelas. But while they may look the same, they are not. So what’s different?

We’ve included a comprehensive list in this article for your benefit, ‘cos we good guys like that. The latest home/student version as of the writing of this piece is still X8. That means you will be a full version behind if you ignored this advice. No point in comparing apples with pink ponies, sporting candyfloss tails, in Springbok rugby jerseys right? Please read this carefully because it will save you money sooner than you think. The first challenge is you cannot upgrade your software. Then of course, pro features are missing for both Draw and Paint including support and drivers for high-end output devices and RIPs.

So unless you’ve cottoned on to a new A4-sized trend in signage that is going to be as big as Bitcoin, you’d be well advised to steer clear or you might have a rather expensive paperweight. If you bought online, you’ll find that digital paperweights are extremely light. Also excluded from the ed/home version are: professional colour management, seps, postscript options and more. You will have access to an extremely small library of clipart, fonts, bitmaps, etc. Just don’t touch it unless you’re a student or doing hobbyist type of stuff. There, we’ve saved you some hard-earned Tom, and you’re very welcome.

The most compelling feature in this version has to be the Livesketch tool. The idea behind this technology is to cut out the multiple steps when creating a design, namely sketch to paper, scan, clean up scan, trace. What if you could go from sketch to trace with liquid-smooth nodes in a single step? Well now you can. Takes a bit of getting used to and tweaking so that Corel understands your unique stroke style. Once set up though, you’ll wonder how you worked without it.

Needless to say, this comes with the added bonus of arguably the most keen attention to drawing tablets, touch devices and other new input devices that make it much easier to create content on Wacom, Microsoft Surface and other touch and pressure sensitive devices. I’ve been working on the Wacom MobileStudio and what a pleasure it has been. Add to this the robust support for Tablet mode in Windows 10 that Corel has taken very deliberate advantage of to offer an uncluttered and clean environment. Moving between Tablet mode and the fully fledged Windows interface is easier than taking candy from a baby.

Corel is noted for its node prowess, and the 2017 iteration is no let-down in that domain either. Node editing has been seriously overhauled to help you easily distinguish and edit nodes with a rich array of visual indicators and cues. You’ll be able get down and dirty in real-time, whether your’e cusping, smoothing or working in perfect symmetry. Not only that, they have worked on making the vector previews really pop when viewing them against coloured backgrounds, fills, images and so on. I like, I’m sure you will like too.

Whilst not a brand-spanking new feature, I’d be remiss if I did not mention the spiffy Corel Font Manager. This guy is worth all the bucks you spent on Corel and then some. So, imagine trying to tame your vast font collection. You feel the headache coming on, right? You have limited, valuable RAM which you can’t squander for fonts you may use perhaps once in the day, week, month, year or decade. But you need it when you need it right? Ta-da-ta-daaa. Enter Font Manager. Get this: you can now create collections and work with fonts in these collections without them even being installed on your system. Fontopia, I tell you. Give it a whirl and let us know what you think.

Mohammed Jogie is a strategist, designer, writer and artist. He is Creative Director of Morning Star Design, as well as founder of Mzansi Creative Foundation. He is a Corel accredited trainer and provides advice and consulting.

MORNING STAR DESIGN
+27117824297
mo@imsd.co.za
www.imsd.co.za

Visit The Sign Africa Durban Expo 2018

Visit The Sign Africa Durban Expo 2018

The Sign Africa Durban Expo, taking place from 7-8 February at the Durban International Convention Centre (Hall 3), will allow visitors to explore the latest technologies and trends in wide format digital printing, garment decoration, screen printing, signage and more, right in their own city.

Product experts from various leading companies will advise you on the latest and most relevant products to help you grow your business.

The popular Speed Wrap Challenge will be held at the event. Contestants will race against the clock to wrap a vehicle door to the best standards. This event is brought to you by platinum sponsor Roland, vinyl sponsors Grafiwrap (distributed by Maizey Plastics) and Ri-wrap (distributed by Red Hot Media).

Compete in three easy steps:

1. Pre-register at the Speed Wrap stand.
2. Your registration will be confirmed with your time slot.
3. Be present at your time slot and wrap to the best standards.

Printing SA will hold a Members Fourm at 11am on both days on their stand at the expo, addressing training in the printing and packaging industry. Non-members are welcome to attend. RSVP to gwarren@printingsa.org.

For more information about the expo, and to register online, visit: http://www.signafricaexpo.com

Upcoming Sign Africa expo’s include:
Cape Town: 14-15 March, Cape Town International Convention Centre.
Bloemfontein: 10 May, Ilanga Estate.
Zambia: 6-7 June, Mulungushi International Conference Centre.
Johannesburg: 12-14 September, Gallagher Convention Centre.

SIGN AFRICA (+27 11) 450 1650 dyelan@practicalpublishing.co.za www.signafricaexpo.com

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