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Profitability Comes With Prioritising The Brand

By
Modern Marketing
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Andy Rice, Brand strategist and advertising commentator.

Brand strategist and advertising commentator, Andy Rice, says that for too long, marketing hasn’t been seen as an integral part of business. So just how do marketers prove to their CEO’s that putting the brand first is profitable?

‘Take a brand-centric international example like Apple. They’re a company that values their brand, which is all about unleashing personal potential and enabling communication, before gigabytes and gigahertz. They put their marketing at the centre of what they do, and this gives them a competitive edge,’ said Rice, who is the opening speaker at the Nedbank IMC Conference 2020.

‘Having a genuine brand purpose will pay off. An example closer to home would be Dove. They changed their focus years ago to a company that was all about redefining beauty for real women. There was a clear sense of what they stood for and their market share shows that if you put marketing at the centre of an organisation, you will see a return,’ said Rice.

Rice said that for too long marketing hasn’t been seen as an integral part of business. ‘Companies have tended to be operations, logistics or finance centric with very few putting their brand first. It takes a real visionary and entrepreneurial spirit to lead a company that is brand-centric, meaning they genuinely put the brand first from day one.’ 

Also presenting at the conference, Mathe Okaba, CEO for the Association for Communication and Advertising, feels that marketing has also been seen as a cost centre by the business for eons. ‘Marketers weren’t validating the profession by indicating their business acumen and agility. CEO’s want to see marketing’s impact on the bottom line. Marketers need to demonstrate to them that marketing delivers.’ 

‘Imagine a world where the production line is over stimulated, but no one knows about the brilliant product being produced. You’ll have a pile of stock, wasted resources and absolutely no awareness. Marketing is an important lever that pushes the stock off the shelves and brings money in,’ Okaba added.

‘A marketing strategy driven by your brand’s purpose should be the first item on the Board meeting agenda. At the Nedbank IMC 2020, happening on 19 March at The Galleria in Sandton, our line-up of 20 top speakers will be showing that marketing works. If you work it,’ concluded Dale Hefer, CEO of the IMC.

The Nedbank IMC 2020 with early bird tickets available right now, click here to book your spot.

INTEGRATED MARKETING CONFERENCE 
www.imcconference.com

Optimise Your Brand Campaign With Google

By
Modern Marketing
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Renier Meyer, Account Strategist, Google Premier Partner - iLEAD et al.

Renier Meyer, Account Strategist Google Premier Partner – iLEAD et al, will focus on how you can optimise your brand campaign with Google at the upcoming #ModernMarketingTrendCamp, taking place on 11 and 12 September 2019 at the Gallagher Convention Centre.

‘I have been actively involved in the digital marketing space for the last ten years and was fortunate enough to work with some of the biggest local brands over the years. I have a passion for developing unique strategies to help clients achieve their goals and finding new and smart ways to get the right product or service to the right customer,’ said Meyer.

Entrance to the Trend Camp is free. For more information and to register, click here.

MODERN MARKETING EXPO 
+27114501650  
info@modernmarketing.co.za
www.modernmarketingexpo.co.za

Find Out How To Build and Maintain A Good Relationship With Your Audience At The #ModernMarketingTrendCamp

By
Modern Marketing
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Tholoana Qhobela, Chief Strategy Officer at Havas South Africa

The #ModernMarketingTrendCamp will take place on 11 and 12 September 2019 at the Gallagher Convention Centre, where industry experts will cover branding, new-age marketing, technology and campaigns across the branding, advertising and marketing industries. 

One of the speakers, Tholoana Qhobela – Chief Strategy Officer at Havas South Africa, will elaborate on building a good relationship with your audience and detail how brands can forge a meaningful relationship with their target audiences.

Qhobela leads strategists who are at the forefront of the Havas insights generation using industry-defining tools such as Meaningful Brands, Havas #InRealLife and Prosumer Reports. ‘Meaningful Brands analyses the extent to which brands can forge a meaningful relationship with their target audiences and Prosumer Reports are near-future projections and analyses of consumers behaviour,’ said Qhobela

Entrance to the TrendCamp is free. For more information and to register, click here.

MODERN MARKETING EXPO 
+27114501650  
info@modernmarketing.co.za
www.modernmarketingexpo.co.za

Modern Marketing Expo Kicks Off Next Week

By
Modern Marketing
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Registrations Open For Modern Marketing Expo

Are you in the business of helping brands to be seen? To be noticed? To be inspired? Then the Modern Marketing expo is for you. The expo is coming up next week – taking place from 11-13 September at Gallagher Convention Centre.

It is an opportunity to see the most innovative promotional, display and marketing products. Interact with advertising and marketing professionals who can deliver solutions to help you deliver on your brand objectives and campaigns. 

The exhibitor profile comprises of: visual communication companies, digital signage specialists, event and branding companies, point of display manufacturers, corporate clothing and promotional clothing and gift manufactures, conference venues, advertising and design agencies, media owners, marketing technology specialists, software, in-store design, building and branding companies.

The expo will feature a #ModernMarketingTrendCamp, with presentations from industry experts, covering branding, new-age marketing, technology and campaigns across the marketing and branding industries. 

Speaker line-up:

Wednesday, 11 September 2019

9:30 – 10:15: Creative mind – How award-winning solutions to business problems see the light of day. Mohammed Jogie – Strategy and Design at MSD – will show a creativity sprint that is interactive, fun and insightful. Glean insights into creative problem solving with the help of ground-breaking research from around the world.

10:30 – 11:15: Effective digital marketing strategies to increase brand awareness and sales: Gilbert Kumpukwe – Senior Campaign Manager at Version Eight will describe the art behind the product recognition degree by consumers through brand management, strategy development, considering consumer behaviour and finally managing the advertisement of the brand.

11:30 – 12:15: Data and advertising. Kagiso Musi, Group Managing Director at Meta Media, will discuss why data is a big buzzword at the moment and look at data from a traditional media perspective that can be used to create insight-rich media campaigns.

12:30 – 13:30: Optimising your brand campaign with Google. Renier Meyer, Account Strategist at iLEAD et al (a Google partner), will show you how to maximise your brand campaign reach with Google by using effective PPC campaigns, Google ads, website optimisation and social media. He will also discuss the biggest pitfalls and how to overcome them. 

Thursday, 12 September 2019

9:30 – 10:15: Using influencers as a marketing channel. Research by Anne Dolinschek, Founder and Chief Strategist at Nfluential, reveals why influencers are an important channel – if the right types of influencers are used in the right way, they can bring immense value to brands. They can be the difference between consumers loving or hating a brand or choosing competing brands.

10:30 – 11:15: Want to build a good relationship with your audience? Tholoana Qhobela, Chief Strategy Officer at Havas South Africa, will detail how brands can forge a meaningful relationship with their target audiences.

11:30 – 12:15: Evidence-based marketing – what is it and why do we need it? Kirsty Dugmore, Chief Growth Officer of SugaSpice, will elaborate on how marketers can use the disciplines of Behavioural Economics, Observed Consumer Behaviour and Neuro-marketing to better understand consumers’ purchasing and brand decisions. 

12:30 – 13:30: How to create award-winning campaigns. Andrew Human, CEO of the Loeries Africa and Middle East will illustrate a few of his favourite Loerie award-winning campaigns, discuss innovative campaign strategies that brought new and fresh thinking and how the campaigns were relevant to the brand, target audience and medium used. He will also share what stands out for him when judging campaigns.

T-shirt design competition 

Designers and graphic design students are invited to post their ‘Explosion of Possibilities’ themed T-shirt design on the Modern Marketing Facebook page. Entrants should get as many likes as possible for their design to be printed and showcased at the Sign Africa, FESPA Africa and Modern Marketing expos. The top 15 (10 from designers and 5 from students) designs will be printed and displayed at registration for the public to vote. The top three designs and best student design will win cash prizes.

Prizes:

First place: R3500.

Runner-up: R1750.

Third place: R1000.

Student: R2000.

The event is co-located with Africa Print, Africa LED, Sign Africa and FESPA Africa, and aims to educate visitors about advertising and marketing trends.

Entrance to the expo and trencamp is free. For more information and to register, click here.

Marketing A New Product In Smaller Towns

By
The Mediashop
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Prince Ndlovu, Media Strategist at The MediaShop.

According to Prince Ndlovu, Media Strategist at The MediaShop, the list of available media is endless when the area you’re focusing on is metropolitan, with bigger populations that have easier access to brands. But what happens when the brief delves into the Lowveld areas such as Nelspruit, White River, Lydenburg, Baberton and Hazyview? That’s when media gets really interesting.

How do you target an area with a small population that lives a very subtle lifestyle but still believes in the spirit of Ubuntu? Recently, I was tasked to do a three-month campaign for one of my clients in the Nelspruit region. It was a pilot campaign to see if the product would generate interest in a small suburban area with a low budget.

After the research, the team and I proposed using OOH platforms like street poles and Citilites, combined with digital. After three months, we sat down with the clients and looked at its performance. But to put it mildly, the campaign didn’t even take off the runway. However, the client (and us) believed in the product and decided to give it another try.

We started looking more closely at the Nelspruit area and how the residents behaved in certain situations and noting the following key points, common in a lot of small towns:

The Spirit of Ubuntu

As an ’80s baby, we grew up with the saying, ‘it takes a village to raise a child’. This is still common in areas like the Lowveld and other small towns in and around South Africa. Everyone knows and respects one other and word of mouth goes a long way as a form of credibility and reference.

Local events

Local events such as music concerts, school sports and community gatherings bring people together. Everyone shows up for each other and supports their own. If a brand wants to be part of these events however, it needs to provide the community with value that also empowers the area.

Influencers

Word gets around quickly in a small community. Using the right influential individual/s in these communities goes a long way in assisting a brand to reach the right people at the right time.

Local media platforms

People in small towns are loyal to their media platforms. They use these to guide them on what’s happening in and around their areas as these platforms are very involved in the communities they represent. A brand should always find a way to integrate themselves into these platforms so that they can be seen as part of the community.

While there is always a place for traditional media when communicating to the ‘Out-of-Towners’, it’s important to realise that every local community has its own intricacies, loves, fears and the manner in which they operate on a daily basis. It’s using these local insights that make for a much better experience, which in turn becomes an excellent communication strategy.

THE MEDIASHOP
+27112584000 
www.mediashop.co.za

VMLY&R South Africa’s Brands Win Multiple #Loeries2019 Awards

By
Modern Marketing
-

VMLY&R South Africa took home eight Loerie Awards, including two Craft Golds, a Campaign Silver, a Silver, three Bronze awards and a craft certificate across multiple categories. 

The brands that won were Cancer Dojo, Nando’s and Edgars, which placed VMLY&R in the top six South African agencies for a number of awards won at Loeries 2019.

‘The winning work is all a great example of what we call Work That Lives In People’s Lives,’ said VMLY&R South Africa CCO, Ryan McManus. The recently rebranded agency knows that consumers care less and less every day about advertising that is irrelevant and interruptive, which is why it creates campaigns that really engage with the customer in a culturally relevant manner.

The ‘Don’t tell me what to do’ campaign created for Edgars reconnected the 90-year old department store to culture and shifted it from pedestrian to dynamic, making it impossible to ignore. It achieved a 533% increase in positive brand sentiment and contributed to the iconic brand shifting back to profitability after a decade of decline. 

Billboards that merged tech and social commentary for Nando’s entertained motorists with live, up-to-the-minute information while promoting the brand’s newly released online ordering app, taking the flavour of Nando’s social commentary to a completely new medium.

Work that has real purpose is the Mandala Project for Cancer Dojo, supporting and helping cancer patients to play a positive role in their treatment. Merging the ancient Buddhist practice of sand mandalas and the science of Psychoneuroimmunology, a series of interactive posters were designed that enabled patients to interact positively with parts of their body affected by cancer, letting them play a role in their own healing.

‘We are very proud to be able to make this work and even more thrilled to have it recognised on the Loeries stage,’ said McManus. ‘A huge thank you to our clients for believing in these projects and being brave enough to realise them. And of course, to all the amazing partners that worked tirelessly with us to bring them to life.’

VMLY&R’s strategic focus is to craft and create work that is not only entertaining and engaging, but also delivers results for clients.

VMLY&R South Africa’s winning work can be viewed as follows:

Category Prize Brand Title View
OOH Crafts – Illustration Craft Gold Cancer Dojo Cancer Mandala bit.ly/2nqcqdq
Film Crafts – Original Music & Sound Design Craft Gold Edgars Don’t Tell Me What To Do bit.ly/2PdtywU Note: this is the full 3 minute film
OOH – Outdoor Media Campaign Silver Nando’s Live Tactical Billboards bit.ly/320oWf0  
Digital – Social Media Silver Edgars Don’t Tell Me What To Do bit.ly/2MG3IzR  
OOH – Direct Mail Bronze Cancer Dojo Cancer Mandala bit.ly/2nqcqdq  
Branded Content – Radio & Audio Bronze Edgars Don’t Tell Me What To Do bit.ly/2MG3IzR  
Film – Online Film above 30” Bronze Edgars Don’t Tell Me What To Do bit.ly/2PdtywU Note: this is the full 3 minute film
Digital Crafts — Music & Sound Design Craft Certificate Edgars Don’t Tell Me What To Do bit.ly/2MG3IzR  
VML SOUTH AFRICA
+27115553800
www.vml.com/southafrica

Understanding Consumers Through Neuro-Marketing

By
Modern Marketing
-
Kirsty Dugmore, Chief Growth Officer of SugaSpice.

Kirsty Dugmore, Chief Growth Officer of SugaSpice, will focus on Evidence-based marketing – detailing what is it and why we need it at the upcoming #ModernMarketingTrendCamp, taking place on 11 and 12 September 2019 at the Gallagher Convention Centre.

Dugmore will elaborate on how marketers can use the disciplines of Behavioural Economics, Observed Consumer Behaviour and Neuro-marketing to better understand consumers’ purchasing and brand decisions. 

‘Marketing has certainly come a very long way over the past decade,’ stated Dugmore. ‘This has been largely due to the application of advanced research techniques that are grounded in scientific methodologies and the integration of science-based disciplines into the marketing fields.’

Entrance to the TrendCamp is free. For more information and to register, click here.

MODERN MARKETING EXPO 
+27114501650  
info@modernmarketing.co.za
www.modernmarketingexpo.co.za

Learn How To Use Data To Create Insight-Rich Media Campaigns At The #ModernMarketingTrendCamp

By
Modern Marketing
-
Kagiso Musi, Group Managing Director at Meta Media.

Industry experts will cover branding, new-age marketing, technology and campaigns across the branding, advertising and marketing industries at the #ModernMarketingTrendCamp, taking place on 11 and 12 September 2019 at the Gallagher Convention Centre.

At the Trend Camp, Kagiso Musi, Group Managing Director at Meta Media, will discuss why data is a big buzzword at the moment and will look at data from a traditional media perspective that can be used to create insight-rich media campaigns.

Musi has an abundance of aptitude and two decades’ worth of business, marketing and communications experience. Her multifaceted combination of experience allows her to strategically approach business opportunities and solve problems and challenges more holistically.

Entrance to the Trend Camp is free. For more information and to register, click here.

MODERN MARKETING EXPO 
+27114501650  
info@modernmarketing.co.za
www.modernmarketingexpo.co.za

#Loeries2019 Announces Winners

By
Modern Marketing
-

Modern Marketing attended the 2019 Loerie Awards, which took place at the Durban ICC on 23 and 24 August where 296 awards were handed out across 14 categories. There were five Grand Prix, 32 Golds, 72 Silvers, 116 Bronzes, 18 Craft Golds and 53 Craft Certificates.

Around 2500 entries were received – 646 brands were represented by 281 agencies from 15 countries across Africa and the Middle East (with 16% of entries from outside South Africa). The awards were judged by over 140 regional and international industry leaders in their fields, including international Jury Presidents Nedal Ahmed, Tara McKenty, Ralf Heuel and Katja Thielen.

Delegates at the #Loeries2019 awards.
Delegates at the #Loeries2019 awards.
Delegates at the #Loeries2019 awards.
Delegates at the #Loeries2019 awards.

Grands Prix Awards

– David Krynauw, South Africa – in the Design category for the architecture project ‘Kleine Rijke’. 
– TBWA\Istanbul – in Typography Design, Theatre Hours’ for ‘Acting Identity’.
– M&C Saatchi Abel, South Africa in the Film category, TV & Cinema Commercials for Nando’s ‘Afro-tising’.
– TBWA\Hunt Lascaris Johannesburg, South Africa – in Internet and Mobile Audio Commercials for City Lodge Hotel Groups’ ‘The Real Cost’.
–  Ogilvy Johannesburg, South Africa In Live Activations for Philips & The Nelson Mandela Foundation’s ‘Mandela Centenary’.

Andrea Quaye, vice president of marketing at Anheuser-Busch InBev was awarded the Marketing Leadership and Innovation Award for 2019.

Andrea QuayeBack, president of marketing at Anheuser-Busch InBev (backstage at the #Loeries2019. Photo by Gallo images).

This year’s Loeries Hall of Fame inductee is Alistair King, the founding creative partner of King James Group.

Joe Public United won the Agency of The Year Award.

TBWA scooped the Agency Group of the year.

Here is the list of some the Loeries 2019 winners:

To view full list of winners click here.

The Loeries will release its full official rankings in October.

LOERIES 
www.loeries.com

The Power Of Consumerism And Socio-Economic Behavioural Change

By
Kwambele
-
Matshidiso Madikoane-Mbele, Chief Executive Officer at Kwambele Social Marketing.

Matshidiso Madikoane-Mbele, Chief Executive Officer at Kwambele Social Marketing, mentions that social media has become an undeniable influence in the way content centred around products and services is being consumed.

Moreover, it has provided a podium for individuals and collectives to voice out, regardless of which corner of the world they come from. This voice commands change and when enough people band together to speak as one its results are astonishing, to say the least, with an impact that is far-reaching. 

The call to action is upon consumers and employees alike to take that social intercom and use it to speak up. They must call out and hold their organisations and employers accountable to their own mission. An empowered person is most likely to make decisions that affect them and the people around them positively. We need to prioritise and in a sense be woke in every sphere of our lives, including where we spend our money. 

According to BusinessTech, a survey published by World Wide Worx, and commissioned by TymeBank, found that ‘the most common goal, especially for those under 35, is to save up for a car (19%) and to study or learn a new skill (19%)’. One in 10 intend to start or grow a business and 9% want to buy or renovate a home. Which brings me to this point: we are living in an era where companies cannot turn a blind eye to broader social issues. These under 35’s should be looking out for brands that support youth development.

I was in one of the supermarkets with my younger son, and at checkout I realised we’d forgotten a loaf of bread. My son quickly ran and grabbed us a loaf and as I passed it on to the cashier to scan, I noticed on the packaging that the brand had a label which read ‘1 million loaves, every year we donate through various national feeding schemes and soup kitchens’. This feeds 5 million little tummies in schools around the country every day. Being a mother firstly and a businesswoman whose business is founded on the bedrock of making a difference that matters – I was so moved by this. I thought ‘here’s a brand that makes it matter and it’s simply through me buying their loaf of bread and this has enabled them to contribute to feeding 5 million little children every day’.

The label on that packaging got me thinking about the power of consumerism and socio-economic behavioural change and what that meant in the dawn of an ever-evolving fast-paced digital era. 

This is an exciting time for consumers, as we are able to hold brands accountable and, in the process, make them reconsider their branding strategies and furthermore the duty they have to help empower the communities that surround them. As a loyal customer to a brand, I would like to know that the brand and I share the same values and beliefs, be it inclusivity or partaking in sustainability etc.

This helps to reassure me that I have also aided in helping a cause that I believe in. I personally believe that brands should make this visible and known to me in their packaging. This is essential to not only bringing awareness but also serving as a reminder to consumers, that we also need to play our part.

KWAMBELE SOCIAL MARKETING
+27105920098
info@kwambele.co.za
kwambele.co.za
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