The Crucial Role Of Marketing In Capitalising On Special Occasions

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February 14, 2024

While some may see Valentine’s Day as merely a day for love, flowers, chocolates, and greeting cards, savvy marketers recognise it as a prime opportunity to align their brand values, drive sales, and maximise return on investment (ROI). At the heart of this lies the crucial role of marketing in positioning brands effectively and capitalising on special occasions.

Angela Bruwer, the Executive Academic Head of the Faculty of Marketing, Supply Chain, and Business Management at the IMM Graduate School, emphasised the significance of strategic opportunistic marketing in this regard. ‘Marketing isn’t just about selling products: it’s about creating meaningful connections with consumers and leveraging various touchpoints to drive business success,’ she explained.

She noted that holidays and special events serve as perfect occasions for brands to showcase their values, engage with their audience and boost sales. ‘By aligning their marketing strategies with these moments, companies can create memorable experiences that resonate with consumers and foster brand loyalty.’

She illustrated this as follows: ‘Picture a small specialist chocolatier nestled in a bustling city. With Valentine’s Day on the horizon, the chocolatier decides to leverage the occasion to showcase their commitment to quality and craftsmanship. Instead of merely advertising their chocolates, they craft a story around the artistry behind each piece, highlighting the passion and dedication that goes into creating the perfect treat for loved ones. Through social media posts, behind-the-scenes videos, and personalised packaging, they invite customers to immerse themselves in the romantic journey of chocolate-making. The result? Quite likely, a surge in sales and a loyal following of chocolate aficionados who appreciate the brand’s authenticity and attention to detail.’

One of the key aspects of successful holiday and special occasions marketing is authenticity. Brands that authentically align their messaging and promotions with their core values tend to resonate more deeply with consumers. For instance, a company known for its commitment to sustainability might promote eco-friendly gifts or initiatives that give back to the community, whether related to Valentine’s Day, or Mother or Fathers’ Days.

‘Moreover, effective holiday and special occasions marketing extends beyond traditional product offerings,’ added Bruwer. ‘It involves crafting compelling narratives that evoke emotion and connect with consumers on a deeper level. Whether it’s telling stories of love, friendship, or self-care, brands can leverage these themes to create meaningful connections with their target audience.’

By leveraging various channels such as social media, email marketing, and influencer partnerships, savvy brands can reach a wider audience and generate excitement around their offerings. Additionally, tactical pricing strategies, exclusive deals, and limited-time promotions can incentivise consumers to make purchases, thereby maximising ROI.

‘Valentine’s Day isn’t just about romantic love; it’s also a celebration of friendship and self-love. Recognising this, a beauty brand decides to embrace inclusivity and empowerment in their Valentine’s Day campaign. Instead of focusing solely on romantic partnerships, they launch a campaign celebrating friendship and self-care. Through inspiring stories of female friendship, uplifting affirmations and special promotions on skincare and wellness products, they encourage customers to pamper themselves and show appreciation for their loved ones, whether romantic or platonic.’

From a career perspective, marketing offers an exciting and dynamic field filled with opportunities for growth and innovation. As Bruwer pointed out, ‘Marketing professionals are the architects behind successful brand campaigns, driving business growth and shaping consumer perceptions. By pursuing a career in marketing, individuals can leverage their creativity, strategic thinking, and analytical skills to make a tangible impact on the success of organisations.’

The IMM Graduate School recognises the importance of nurturing future marketing leaders and equipping them with the skills and knowledge needed to thrive in the industry. Through its comprehensive programmes and industry-aligned curriculum, the tertiary institution prepares students for the ever-evolving landscape of marketing, empowering them to become effective strategists and innovators.

These anecdotes illustrate the transformative power of strategic marketing on special occasions. It’s not just about selling products; it’s about telling compelling stories, fostering meaningful connections, and aligning with core values. ‘Such special occasions provide a canvas for marketers to paint a portrait of their brand values and connect with consumers on a deeper level,’ added Bruwer.

By tapping into the spirit of the special day and leveraging storytelling, personalisation, and inclusivity, marketers can create memorable experiences that resonate with consumers and drive business success.

IMM GRADUATE SCHOOL
https://imm.ac.za/

Flow Awarded Contract To Assist GIZ In Its Communication Work

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Modern Marketing

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February 14, 2024

Flow Awarded Contract To Assist GIZ In Its Communication Work

As a public-benefit federal enterprise, the Deutsche Gesellschaft für Internationale Zusammenarbeit GmbH (GIZ) supports the German Government, in particular the Federal Ministry for Economic Cooperation and Development (BMZ), and many public and private sector clients in achieving their objectives in international cooperation in around 120 countries. Flow Communications has been awarded a three-year contract via a public tender process to assist GIZ in its communication work across the African continent.

Over the next three years Flow Communications and its Francophone partner, Dakar-based communications agency, Africaine de Conseils et de Communication (ACC), will be working with GIZ in Africa to develop strategy, implement communications activities, deliver capacity development training, and monitor and evaluate communications.

Since 2004, GIZ has been a reliable and trusted partner of the African Union (AU) to enhance inclusive growth and sustainable development on the African continent in line with the AU’s Agenda 2063: The Africa We Want. GIZ African Union cooperates with the AU Commission, as well as the AU’s specialised institutions and agencies, such as the Development Agency AUDA-NEPAD, at continental, regional and national level in more than 35 member states. Key areas of engagement include Peacebuilding and Conflict Prevention, Governance and Migration, Sustainable Economic Growth and Employment, and Health and Social Development.

‘While Flow has worked fairly extensively with GIZ in the past on various projects and initiatives, this is the first time we have embarked on regular retainer work of this scale and magnitude across the entire African continent,’ said Tiffany Turkington-Palmer, managing director of Flow Communications. ‘Our team is super-excited and ready to embark on this journey along with our partner agency, ACC. We could not ask for a better way to start 2024, with such a wealth of fascinating, value-driven work.’

‘We are very happy to support GIZ in its communication in partnership with Flow. We will bring our expertise to French-speaking markets in particular,’ said Fabrice Marrel, associate director of ACC.

FLOW COMMUNICATIONS
https://www.flowsa.com/

AI-Generated Content Poses Significant Threats To Brand Reputation

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Meggan McCarthy, Modern Marketing

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February 14, 2024

Joe Hamman, Director Novus Group, says that with the rise of AI-generated content, reputation management matters now more than ever.

At a time when AI-generated content is blurring the lines between what is real and what is fabricated with the capabilities to generate content at scale and influence public opinion, brand reputation management has become more important than ever. While media monitoring has always been a crucial aspect of managing brand reputation, these new dynamics have significantly increased its importance.

‘The rise of AI in creating sophisticated media, such as deepfakes as seen with the recent Tayor Swift issues on X, and AI text, pose significant threats to brand reputation,’ said Hamman. ‘The proliferation of AI-generated content makes media monitoring essential to flag any potential issues when it comes to a company’s reputation. Rapid and early detection allow brands to respond quickly and mitigate potential damage.’

The potential for deepfakes and other AI-generated content to influence public opinion in the upcoming South African elections is of concern. Created at scale, this content can easily help the spread of misinformation and fake news. But this is a global challenge.

Platforms like YouTube have begun implementing labelling systems for AI-generated content to help users distinguish it from human-created content. Meta, on the other hand, uses fact-checking partners who clearly label misinformation and inform users before they share this content. They also ensure it appears lower in the feed to reduce the number of people who see it.

AI tools and skilled human resources make it possible to analyse vast amounts of data across various platforms to promptly understand the sentiment about a brand or topic. The need for real-time media monitoring becomes indispensable in the event of a crisis. There are tools that can track the spread and sentiment related to the crisis, enabling brands to make informed decisions that help contain the situation and protect their reputation.

It’s important to continually innovate and update media monitoring solutions to rapidly respond to the evolving media landscape. Given how almost 80% of publishers globally have admitted to the importance of AI in content generation, it’s important to choose a company that keeps refining their approach to provide clients with the most accurate and reliable media monitoring services to ensure they have the tools to manage their reputation effectively.

NOVUS GROUP
https://novusgroup.co.za

Momentum Metropolitan Holdings Partners With Nine Top-Tier Agencies To Elevate Its Public Image

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Modern Marketing

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February 13, 2024

Following a rigorous pitch process, Momentum Metropolitan Holdings (MMH) has appointed nine top agencies to amplify collective impact. The agencies will elevate its public image and build further credibility within the financial services sector. This strategic move underscores MMH’s commitment to enhancing excellence and engaging diverse audiences through its marketing initiatives.

The newly appointed agencies include:
– FleishmanHillard: PR and reputation management for Momentum Metropolitan Holdings and Group and Momentum Health and Multiply.
– Flume Digital Marketing: digital agency for Momentum Metropolitan Group.
– Grey Advertising: creative agency for Metropolitan.
– Mediology: media agency for Momentum Metropolitan Group.
– MSL South Africa: PR for various business units within the Group.
– M-Sports Marketing: PR for the Metropolitan and Momentum brands.
– The Odd Number: creative agency for Momentum.
– Rogerwilco Digital: digital CX agency for the Group and RVM Communications: PR for various business units within the Group.

Each agency brings unique expertise and perspectives to the table, further enriching MMH’s approach to meaningful connections with its stakeholders.

Nontokozo Madonsela, Group Chief Marketing Officer at Momentum Metropolitan, expressed enthusiasm about the new appointments and ongoing relationships with the appointed companies: ‘I am thrilled to collaborate with these exceptional agencies, each bringing a unique set of skills and expertise to the table. Our strategic partnership signifies our commitment to staying at the forefront of innovation, creativity and customer engagement, while enhancing our positioning – a dynamic force which is purposeful in driving positive change in the industry.’

‘These agencies have been carefully selected for their proven track records, deep industry knowledge, transformation credentials, and shared passion for delivering impact. I am confident that through these partnerships, we are poised to elevate our brand presence and credibility, spark impactful conversations and engage our target audiences on a deeper level. We want to do our part in driving sustainable growth for the Group and to grow our share of voice in the financial services sector,’ she said.

Collectively the agencies will support 16 key business brands across the Momentum Metropolitan Group and will focus on brand strategy, design, storytelling, digital marketing, PR and reputation management, media buying, social media management and performance management.

‘We thank our previous agencies for the good working relationships we formed, their excellent work and the results we achieved together.’

Madonsela concluded, ‘This marks an exciting chapter of our journey and by leveraging the collective expertise of the agencies, we look forward to making more data-driven and insight-led decisions that will drive growth and impact for all our stakeholders.’

In line with Momentum Metropolitan’s commitment to transformation (and as a Level One B-BBEE contributor), all agencies were vetted and are aligned to the Group’s preferential procurement policies.

MOMENTUM METROPOLITAN HOLDINGS
https://www.momentummetropolitan.co.za

Bookings Open For Nedbank IMC Marketing Conference

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Modern Marketing

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February 12, 2024

Nick Law presenting at the 2023 Nedbank IMC Conference.

The Nedbank IMC is taking place in-person in Johannesburg and online on the 19 September. The 2024 theme is: ‘Challenge yourself! Keep Learning. Keep Leading.’ Known for its one-day, hard-hitting agenda with over 20 global and local industry leaders, the conference is relevant to every person in the business of communication. Modern Marketing is a proud media partner of the event.

‘Our theme this year stresses that you can never settle for what you already know,’ said IMC CEO Dale Hefer.

The theme came about off the back of a quote from Nedbank IMC 2023 global keynote presenter, Nick Law who said, ‘To make new things you have to remake yourself’. Law is the Global Creative Chairperson of Accenture Song who made the trip from New York to present at the conference.

‘Our call to action to marketers is to be constantly curious,’ said Hefer. ‘This can be a real challenge in an industry where changes are coming at us at pace. The conference is geared towards providing a significant solution to this challenge.’

‘Each year we challenge ourselves to provide an even better marketing experience for our 2000 plus delegates,’ said Nedbank Group Executive for Marketing and Corporate Affairs, Khensani Nobanda. Nedbank is the conference’s naming sponsor.

The event is hybrid with eight hundred in-person and over 2000 virtual delegates. Last year, the in-person tickets were sold out two months in advance. Challenge yourself to be part of Africa’s most prestigious marketing conference.

In-person tickets are priced at R2000 (excl VAT) until 31 March 2024. Limited seats are available. Virtual tickets are priced at R1499 (excl VAT).

The annual Nedbank IMC Conference is Africa’s foremost integrated marketing conference. The Integrated Marketing Council (IMC) believes that Marketing is Business© and that marketing deserves its place at the boardroom table. This conference has more CMOs, senior marketers and agency leaders attending than any other in Africa and is relevant to anyone in the business of communication.

One day of 15-minute presentations (with some exceptions), the conference is known for its hard-hitting global agenda with no sales pitches.

NEDBANK IMC CONFERENCE
www.imcconference.com

Ogilvy Report Shows That Culture Is Still At The Centre Of Social Media In 2024

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Modern Marketing

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February 12, 2024

Ogilvy Report Shows That Culture Is Still At The Centre Of Social Media In 2024

Ogilvy released its 2024 Social Media Trends Report, highlighting sub-trends within the broader shift towards a culture-first approach to social media. Ryan Laing, Digital Strategy and Intelligence Director at Ogilvy Social Lab, lists the top four insights from the report.

1. Culture Is (Still) At The Centre Of Social In 2024  

Culture has long been a buzzword within the broader marketing community, however it is now clear that it sits right at the centre of Social 3.0. Brands will need to understand and tap into to culture in a more nuanced and empathetic way than ever before, going beyond simply reacting to trends but rather playing an active role in shaping and leading them by embedding culture into the brands meaning . The key to this will be a clear understanding of culture, powered by a customised cultural intelligence model.

2. We Are Living In The Era Of Authenticity  

In case you’ve been living under a rock, creators are now an essential part of any winning social strategy. The numbers are staggering, with the creator economy expected to hit $480 billion by 2027. For brands, creators provide a more agile and scalable way to stay at the forefront of culture. As creator-led content becomes more integrated, its impact will spread across categories, even ones not traditionally associated with these types of partnerships – the rise of Healthcare Professionals on TikTok being one such example. Brands will need to consider more permanent (and meaningful) creator engagement plans in 2024 to really take advantage.

3. From Snackable To Serious Storytelling, Video Will Drive Valuable Attention

‘TikTok is the new TV’ really says everything you need to know about the proliferation of video content in the past few years. Users spend more time consuming video on social that any other social media activity. The dominance of TikTok and Instagram Reels, and uptake of YouTube Shorts speaks to consumers’ love for punchy short clips – and we know this works. However, long-form content offers huge potential for extended, creative brand content. We’ve even seen TikTok testing 30 minute uploads in 2024 already. Most importantly, long-form video can potentially be an indicator of the most valuable metric of them all: attention.

4. AI Will Continue To Have An Everyday Impact On Our Industry

This was always going to be part of any trends list and in 2024 we see AI propelling brand social teams forward. It’s set to take over community management tasks such as social monitoring and customer service. AI will shorten the process of equipping brand teams with invaluable insights into customer behaviour, sentiment, and social trends, enabling deeper connections targeting and personalisation in content distribution. Creatively, AI is clearly going to play a massive role in supporting conceptual development all the way to execution through generative content creation. All of this will result in freeing up valuable human resources for more strategic (and creative) initiatives, hopefully leading to bigger and better work.

OGILVY
https://www.ogilvy.co.za/

Bayer Announces Partnership Between Eben Etzebeth And Berocca

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Modern Marketing

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February 9, 2024

International Rugby Player, Eben Etzebeth has teamed up with Bayer as an ambassador for Berocca® in South Africa.

The collaboration between Etzebeth and Berocca® marks a union that is geared towards bringing consumers closer to the action. This ambassadorship with Etzebeth ties in perfectly with Berocca®’s mission to support many consumers such as athletes to stay sharp and physically fit to reach their full potential.

Etzebeth expressed his excitement about the partnership and said, ‘I am thrilled to join forces with the Berocca® brand. The brand’s commitment to support peak performance aligns perfectly with my own goals on and off the rugby field. Together, we aim to inspire individuals to unlock their full potential.’

Along with encouraging consumers to take care of their physical and mental health and demonstrating to them the opportunities that come with sports, the partnership will also feature exclusive content that highlights Etzebeth’s training regimens and way of life, which are all centred around the significance of enhancing health and wellness.

‘We are thrilled to welcome and collaborate with Etzebeth as we continue to grow the Berocca® brand presence in South Africa. Etzebeth’s resilience, dedication towards excellence and relentless pursuit of success and performance makes him an ideal partner to communicate our trusted formula of achieving the right mental and physical performance,’ said Nompumelelo Thwala, Senior Brand Manager for Berocca® at Bayer South East Africa.

Through collaborations like this one, Bayer hopes to change the way people think about health and wellness by sharing knowledge that inspires them to think beyond traditional ideas of healthcare and daily responsibility for personal healthcare.

BEROCCA
https://www.berocca.co.za/

Point Group To Expand Footprint Into Ethiopia, Qatar, Turkey And Iraq

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Modern Marketing

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February 9, 2024

Point Group To Expand Footprint Into Ethiopia, Qatar, Turkey And Iraq — Dermot Latimer, CEO of Point Group.

Point Group has announced their intended expansion of its geographic footprint into four new countries: Ethiopia, Qatar, Turkey, and Iraq. This strategic move underscores Point’s commitment to supporting its clients as they navigate the dynamic and growing markets of Africa and the Middle East.

Strategically, these territories are experiencing substantial growth. Point recognises the increasing need from its clients for a trusted partner who can provide unrivalled service and local expertise to capture and grow market share locally.

Point has always approached geographic expansion with a deep understanding of each country’s unique challenges and opportunities. After extensive research and analysis, Point is committed to hiring the best local talent to ensure that local knowledge is deeply ingrained within the business, enabling the company to navigate these markets effectively and build a sustainable and ethical business presence.

Dermot Latimer, CEO of Point Group, commented, ‘The decision to expand into these specific territories is driven by Point’s persistent focus on driving ROI. Our team is obsessed with our customer’s success – we’re well-placed to become strategic partners in solving business problems our clients don’t yet know exist within their businesses. This market expansion is part of my ambition to lead the group to significant growth over the next five years, evangelising our marketing investment partner solutions with more customers in more regions.’

Chief Revenue Officer Mike Hall expressed his enthusiasm: ‘Moving into these diverse countries is a natural step for us to continue our local expertise while pursuing global growth and customer support. Existing Point clients will benefit immensely from this expansion. They will gain improved support, access to local expertise, and new opportunities within these regions. This expansion also aligns seamlessly with Point’s mission to enhance efficiencies, increase effectiveness, and uphold the highest ethical standards in serving our global clients operating in these markets.’

POINT GROUP
https://pointgroup.biz/

How Can You Make Your Brand Currency Skyrocket?

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Modern Marketing

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February 9, 2024

Katie Mohamed.

Katie Mohamed, CEO BrandFusion and founder of W-Suite ZA, says your personal brand is a viable asset and a valuable currency.

Your brand is like money. Your brand is the currency in today’s interconnected world. It’s how people perceive and value you. And just like money, a strong brand can open up all sorts of doors for you. Exciting right?

Your personal brand is a combination of skills, experiences, value and overall image. How you present yourself to the world, your professional reputation, social media presence and the way you interact with others.

Think about it. When people have a solid brand, people trust and recognise you. They know what you stand for and can easily connect with you. It’s like having a shiny coin that everyone wants a piece of. Your brand helps you stand out from the crowd and makes you memorable. And here’s the thing. Your brand is not just about fancy logos or catchy slogans. It’s way bigger than that. It’s about how you make people feel. It’s about the experience you create. It’s about stories you tell and the values you hold dear. Your brand is a wallet full of awesome experiences and unforgettable moments. It involves conscious cultivation of your reputation, image and values.

Currency is something of value, it is something that can be exchanged. Your personal brand becomes a valuable asset that can open doors, create opportunities and influence others.

But, just like money, your brand needs to be nurtured and protected. You need to invest time and effort into building and maintaining it. It’s not something that happens overnight. It’s a journey. So, how can you make your brand currency skyrocket?

Know your audience. Understand who they are, what they want and how you can make their lives better.

Be authentic. Be genuine, and always put your people first. Be the bank that offers the best customer service – people will keep coming back for more.

Embrace the power of storytelling. Share your journey, your successes and even your failures. Let people into your world, and they will stick around for the long haul. Your brand can been woven into a captivating story that keeps your audience hooked, waiting for the next chapter.

Establish yourself as an authority in your field. This builds trust and credibility amongst your audience and your peers, but also potential employers and clients.

Be consistent. Consistency is the secret sauce to building a strong brand. Be consistent in your messaging, your visuals, and your interactions. Be the brand that people can rely on, just like they rely on a stable currency.

Personal branding also encourages you to actively shape your own narrative. By curating and refining your personal brand you become self-aware. You gain clarity about your goals, your strengths and weaknesses. This process ensures that you regularly assess and update your brand to align with your ever evolving goals and values.

As you enhance your personal brand as a currency through your authenticity and consistency, focus on being intentional in your actions, communication and online presence. A strong personal brand can attract professional opportunities and plays a crucial role in networking, It contributes to career advancements and even your entrepreneurial growth.

Because your brand is your currency. It’s what sets you apart in this crazy world. Invest in it, nurture it and watch it grow. Because when you have a strong brand, you also have a wealth of opportunities waiting for you. Building a strong personal brand empowers you to shape your own destiny, gain visibility and seize countless opportunities in both your personal and professional domain. Embrace personal branding as a valuable currency that can add depth, authenticity, and purpose to your journey towards success.

W-SUITE
https://wsuite.co.za

Budget Insurance Recognised In Loeries Official Rankings List

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Modern Marketing

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February 9, 2024

Budget Insurance Recognised In Loeries Official Rankings List

Recently, the Budget Insurance team responsible for creating Grand Prix worthy work topped the marketing charts in the 2023 Loeries Official Rankings lists, an independent measure of who’s doing it the best in the industry, across Africa and the Middle East.

In October 2023, Budget Insurance was recognised with a Grand Prix, the most prestigious award of the annual Loerie Awards for its Bad Advice Happens to Good South Africans radio campaign.

‘Not many people get to hang out with the legendary Sello Maake KaNcube and Faf De Klerk and get recognised for it. Some call it work but I call it a dream come true. This is just the fuel we need to shoot the lights out with our next campaign,’ said Budget’s marketing manager, Nosipho Ngubane, who ranked second in the Rankings’ marketing manager category.

Budget’s brand manager, Siphumelele Sikakane, who ranked first in her category agreed: ‘Nothing trumps a Grand Prix but being acknowledged for the passion that went into making this incredible piece of work is the cherry-on-top.’

For Thendo Gededzha, Budget’s assistant brand manager who took the top spot in her category, the sky is the limit. ‘This was my first opportunity as an assistant brand manager and being listed in the Rankings alongside my phenomenal colleagues is an honour and privilege.’

According to Mndeni Mncwango, Head of Marketing at Budget Insurance: ‘I am so incredibly proud of team Budget. The Good South African campaign has been a hit with consumers who appreciate faf-free insurance as well as Speedo-clad Faf De Klerk.’

BUDGET INSURANCE
https://www.budgetinsurance.co.za