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HKLM Refreshes Glo Brand

By
Modern Marketing
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HKLM Refreshes Glo

HKLM created the original brand name, positioning, identity and visual language for Nigerian telecommunications company, Glo, and has recently refreshed the brand with a new look and feel.

Glo has gone on to become the second biggest telecommunications provider in Nigeria, nurturing strong brand loyalty among Nigerian consumers. HKLM tapped into this powerful brand heritage, and conceptualised an updated visual language that was fresh and dynamic but still retained this valuable brand equity.

The rebrand included an extensive photo shoot to provide exclusive imagery to be used in campaigns across all platforms, the first of which is currently being rolled out in Nigeria and Ghana.

An important aspect of the rebrand was that the new visual identity had to work well across all media platforms, from print to digital and film. Explains Gary Harwood, HKLM director, ‘The logo and colours associated with the Glo brand haven’t changed in 16 years, but what has evolved during this time is the company’s communications strategy. It has moved from being largely print and TV-based to digital, so it was critical that the new branding would work optimally on digital media platforms.’

The rebrand was undertaken in conjunction with a range of local Nigerian agency partners, pointing to HKLM’s strength of easily integrating its extensive branding knowledge and understanding of a local market with the insights of local experts.

‘Glo is HKLM’s longest-standing client; it was the first agency client we signed when we opened our doors in South Africa 16 years ago. Conversely, HKLM is Glo’s longest-standing branding and communications partner. We have lived the journey with this brand from inception to the heights that the company has reached today,’ added Harwood.

HKLM GROUP
www.hklm.co.za

Using Content Marketing To Boost Your Sales

By
Jim Connolly
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Using Content Marketing To Boost Your Sales
Image source: artplusmarketing.com

Content Marketing works. In fact, so long as the material you produce is genuinely useful, it can work extremely well. You may or may not be familiar with the term, yet you visit content marketing sites every day.

When you visit news sites, entertainment sites or blogs that offer free business advice, you are visiting a site that uses content to market itself. Content Marketing can successfully be used to market any type of business. And it is unbeatable when it comes to attracting new clients, sales leads and subscribers.

Briefly, here’s how Content Marketing works:

You create a website, blog, vlog, newsletter or podcast, etc. You use it to provide free information that has real value to your prospective clients, whilst offering them the opportunity to purchase goods, services (or both), which are closely linked to the information you give away.

For instance, on my blog I provide thousands of marketing tips and regular, valuable, free marketing advice. People read the information, use the ideas and share what they find here with their friends. Then, some of those people see the quality of my information and decide to hire me, when they need expert marketing help.

I’ve spoken about Content Marketing with thousands of business owners. The most common question they ask is a version of this: ‘Hang on Jim. If I freely give all this valuable Content Marketing information away, surely people will simply do the job themselves?’

I answer by explaining that there are three groups of people who will read your Content Marketing:

1. The first group is small. They are what I call serial freebie hunters. These people never, ever pay for professional help. They were never prospective clients, so you lose nothing.
2. The second group is the largest. These people will try and do something themselves, but will hire professional help if they are not getting the results they need. They value genuine expertise.
3. The third group is the smallest. These are the rare people, who understand that by hiring an expert to do something correctly for them, it works out a lot less expensive, the results are better and things happen faster.

Here’s what that means to you and your business:

1. No one in the first group was going to spend a dime with you anyway. You lost nothing by giving them free information.
2. Some of the people in the second group will use your information and have a go at doing the job for themselves. Others in the group will see that they need expert help, and some of those people will hire you.
3. With the third group, if you demonstrate through your Content Marketing that you truly are an expert in your field, they will hire you. They already know all about you and your work. They trust you.

Content Marketing tip: ignore anyone who tells you that any content will do or that you can automate the process. This is not the case. If the content someone produces isn’t useful, it won’t do anything other than make them look bad.

This article was sourced from: jimsmarketingblog.com

IAB SA Releasing Advertising Code Of Practice For Social Media Guidelines

By
Modern Marketing
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IAB SA Releasing Advertising Code Of Practice For Social Media Guidelines

The objective of the Advertising Code of Practice Social Media Guidelines is to protect consumers by encouraging brands to exercise ethical constraints on paid social media campaigns. The guidelines were first introduced to the digital industry in October 2018, followed by a defined consultation period and a date for formal adoption thereafter.

IAB SA will release the guidelines in April 2019. Gail Schimmel, CEO of the Advertising Regulatory Board (ARB) will present at the Digital-In-Law SA Briefing taking place in Johannesburg on 29 May 2019 with a focus on the new social media section of the Advertising Code of Practice.

Matthew Arnold, Chief Engagement Officer at VML and the IAB SA Agency Council said, ‘This important addition to the Advertising Code of Practice has been written for the industry, by the industry. It was an important part of our process to invite and acknowledge key stakeholder perspectives in finalising the document.’

The Advertising Code of Practice Social Media Guidelines was spearheaded by the IAB SA; Gail Schimmel and Terry Murphy of The Marketing Mix. They have been supported by a relevant collective of industry bodies and stakeholders, including brands, agencies and publishers.

Schimmel added, ‘As the ARB, we champion the rights of the consumer through the promotion of responsible advertising. Social media is a fast-evolving space, which has resulted in some unchartered legal territory. We are confident that through defining social media best practice in partnership with the digital and marketing industry, we will encourage ethical and appropriate social media campaigns.’

The Advertising Code of Practice Social Media Guidelines provides best practice on identifying and declaring paid social media and influencer campaigns on all channels, including goods exchanges. It also defines misleading content in the form of deceptive claims, offers or business practices (by commission or omission). The detailed document will enable businesses to leverage social media ethically, and influencers to engage with their audiences honestly.

‘Businesses that adhere to ethical social media guidelines are more likely to earn the trust of consumers, and thrive in a digital economy,’ added Paula Hulley, CEO of the IAB SA. ‘We thank all the participants within the media and marketing industry, for their insights and collaboration to finalise this addition to the code.’

IAB SOUTH AFRICA
+27 10 900 3338 
hello@iabsa.net
www.iabsa.net

Nedbank Announces Thenetworkone As 2019 IMC Conference Sponsor

By
Modern Marketing
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Nedbank Announces Thenetworkone As 2019 IMC Conference Sponsor

The 2019 Nedbank IMC Conference has announced that thenetworkone team are on board as one of the sponsors of this year’s Marketing Gets Naked Conference, taking place on 14 March 2019 at Fox Junction in Newtown.

London-based thenetworkone advocates for independent agencies and the benefits that go along with working with owner-managed, less cumbersome creative businesses of all kinds.

Paul Squirrell, Director of thenetworkone said, ‘This year’s theme of stripping back marketing to its roots really spoke to us. We believe in working with the best independent agencies who thrive on that grass-roots approach. In an increasingly globalised world, many international businesses are looking to work with agencies who can create great work that resonates locally as well as delivers against global objectives. They want a good local team of specialists who live and breathe the market they are wanting to tap into.’

‘These companies don’t own the individual cars or guest houses in their network but simply bring clients together with businesses in a global network of need versus service. This is what we do at thenetworkone, we put clients in touch with agencies of all disciplines in different parts of the world depending on needs. We create bespoke global networks on-demand,’ said Squirrell.

Thenetworkone has accredited 1200 independent agencies across 109 countries globally. Networking events, as well as training events, are big on their yearly agenda for their members as well as exciting programmes like staff exchanges. ‘We all know that the beauty of working with an independent agency is that you get the benefit of working with a company that has an innate culture and vision that has been cultivated from the ground up. There’s often little hierarchy and no one is being dictated to by a leadership team in New York, London or Paris; everyone is working toward a common purpose,’ Squirrell added.

IMC CEO, Dale Hefer, has a long-standing relationship with thenetworkone, which started when she was an enthusiastic member while running her independent agency, Chillibush.  ‘I have always been a thenetworkone fan and I am delighted they are part of the conference,’ Hefer commented.

Squirrell hopes that by being a part of the exciting conference, he will be able to meet new independents and marketing clients. ‘I don’t think that African agencies get nearly enough exposure on the global stage that they should. I want to raise visibility for thenetworkone as well as the partnership with the 2019 Nedbank IMC Conference and be able to take back information I learn on the day and say this is the exciting stuff happening in SA at the moment,’ he concluded.

For more information on how to register now for the early bird discount or to apply for one of R70,000 worth of bursaries, brought to you in partnership with MSE Education Holding, visit: www.imcconference.com.

Tractor Outdoor Runs ArtPublika Campaign

By
Modern Marketing
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Tractor Outdoor Runs ArtPublika Campaign

Artpublika approached Tractor Outdoor when searching for OOH space and found that they had well-positioned billboard locations within Cape Town CBD. 

ArtPublika’s aim was to invigorate the public sphere with the arts by experimenting with various projects from showcasing artwork on public platforms to funding initiatives to make the productions free for everyone to consume and admire. The company currently has Robyn Pretorius’ artwork – one of their featured artists – flighted on a Tractor Outdoor Cape Town CBD billboard.

Artpublika was looking to target motorists and pedestrians in order for them to be able to see, stop and take in all the art glory. The main aim of this particular campaign was to not only provide access to art in a public space but also make art freer to be consumed by a broader portion of the public. Artpublika’s strategy was to showcase artists’ artwork in a way that’s not hidden away in a gallery or that excludes anyone, it needed to be in a public and shared non-exclusive space.

TRACTOR OUTDOOR
www.tractoroutdoor.com

Taking Your Event To A New Level With Inbound Methodology

By
Spitfire Inbound
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Taking Your Event To A New Level With Inbound Methodology
Image source: blog.spitfireinbound.com

According to Marlize Laubscher, Inbound Marketing at Spitfire, the inbound marketing and sales goal is to attract people to your company, engage with them, and delight them to become promoters and bring others to engage with your brand.

Events are meant to do the same thing: inform your customers of new offerings or learnings, and engage with them to satisfy their company’s needs so that they will become promoters for your business. An inbound event is an ultimate tool you need for your company.

What are inbound events?

Inbound events are taking the inbound methodology and applying it to your business’s events. Inbound events allow for network opportunities and the development of corporate relationships, whether between businesses and customers or with people within your industry.

Inbound events go beyond traditional events. You can track any event you’ve hosted to show the return on investment (ROI) and creates the chance to close a deal. For Inbound events to be successful, you also need to work closely with your sales teams to keep the flywheel spinning effectively and help the business grow.

HubSpot Flywheel

The HubSpot Flywheel gives guidance to all the steps of what you should do when planning an inbound event.

Four steps in the inbound events methodology:


1. The first step is to identify strangers that you would like to attract to your website and social media to get to know your brand. The goal is for the visitors to register for the event you are hosting.

2. Now that they have registered, they have turned into leads. Your next step is to engage with the leads to inform them in preparation for the event. Your goal is to have your event attendees trust your brand and your messaging – you would like to be perceived as a thought leader to your leads in order to open a deal conversation pre, at or post-event.

3. Your next step is to set up a prospect list. Using your sales metrics, you need to pre-qualify the list of registered prospects. Qualifying them into either a sales-qualified lead (SQL) or marketing-qualified lead (MQL) is important as it will allow the right sales and marketing person to focus on nurturing the right prospects at the right time. You can use the HubSpot tool to automate notifications as well as prospect nurturing.

Once your salespeople and your prospects have connected at the event, you have to be sure you have clear metrics to measure the interaction by in order to see who the opportunities are and who the people are to disqualify as leads.

It is essential to have a clear post-event strategy and help move the deal forward with an automated process such as sales sequences. Keep in mind that you don’t only have a post-event strategy for the opportunities; this is the sales focused approach. For other attendees (those you disqualified post-event as not yet being sales-ready) you would need to have a clear post-event strategy to ensure you stay top of mind and a thought leader in the industry.

All attendees can become your promoters and assist you with delight – they may refer colleagues and friends to you. Using a post-event strategy makes sure that they will be nurtured and kept in the loop for other events. This allows you to see all the interactions they have with your brand, and, at some stage you may be able to reopen the sales conversation.

4. The last step is to close the deal. Remember that just because the deal is sealed doesn’t mean the buyer’s journey is over. You need to enrol the contact in your delight strategy for them to become promoters of your business and reference others who they think would benefit from the value your company brings.

Tools for the flywheel
1. Attracting Prospects

You don’t want an excess of traffic to your site, you want traffic that converts to leads. Those are the people you want to focus on, therefore your online strategy needs to be focused and optimised regularly to continually appeal to the right buyer personas.

HubSpot allows us to do this effectively through blog and website content, and the content strategy tool that supports your SEO strategy as well as your social media content and presence. HubSpot also allows for integrated reporting on each of these, which will allow you to pull data and make a decision on optimising.

2. Engaging with prospects

You need to have clear opportunities on your website to convert visitors into leads to allow for further engagement. The win in terms of engagement is that most of this can be automated. Use conversational marketing tools like lead flows, bots, live chats, and calls to actions to help give their journey the movement that will get them to submit their details.

You would need to use landing pages, forms and emails to make this a streamlined process and capture the details you need. Make sure your sales team is using the CRM as efficiently as possible. Create a prospect list and assign them to the salespeople identified to engage further.

3. Delighting prospects and customers

Make use of automation and smart content to deliver a personalised experience to the customers in your CRM to allow the opportunity for referrals. Make use of content distribution over email automation, NPS surveys and more.

Using the inbound event methodology will lead to growth and opportunities for your business, and better ROI from your current event strategy.

SPITFIRE INBOUND
+27118791914 
email@spitfireinbound.com
www.spitfireinbound.cm

Digital Marketing Trends To Look Out For In 2019

By
Lisa Schneider
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Digital Marketing Trends To Look Out For In 2019 
Lisa Schneider, managing director at The Digital School of Marketing.

New tech needs to be used in a way that adds value to your company’s digital marketing strategy. 

The power of artificial intelligence 

Despite popular notions, artificial intelligence (AI) has nothing to do with robots taking over our jobs. According to SAS Africa, it is about enabling computers to learn from experiences, make adjustments in terms of new inputs they receive and perform human-like tasks.

An example of AI, which most of us with smartphones have experienced, is the virtual personal assistant: Siri, Alexa or the Google Personal Assistant. They are able to perform the human-like task of answering questions that you may pose to them. Depending on the feedback that you give them in terms of the answer that they give, they are able to learn and give better answers the next time you ask a question.

We are already seeing AI applied to social media. A massive development in this arena in 2018 was using chatbots on Facebook Messenger. Chatbots played a critical part in digital marketing campaigns. When a user interacted with an advert, the chatbot can capture their details to feed into a company’s sales team. As such, digital marketers can increase the return on investment (ROI) for each campaign as each lead becomes more qualified.

The use of chatbots is still in its infancy and we predict that, in 2019, using this technology will become a common tool in the digital marketer’s arsenal as new features are added and it becomes more intuitive.

Native advertising will become the norm 

Internet users are no longer clicking on display adverts. Recent research conducted by Wordstream states that the click-through rate (CTR) on these types of advertisements is 0.35, which is extremely low. This means that advertisers need to be smart when developing their advertising campaigns. They need to make their adverts not look like adverts so that they can capture the attention of their readers.

Native advertising – where adverts fit in with the flow of the page and don’t have the overt appearance of advertisements – can be anything from a sponsored blog post to a video. This type of advertising was developed to respond to the need of advertisers to increase the number of eyeballs on their adverts.

A good example of native advertising in South Africa can be seen with thought-leadership pieces. For example, if Adrian Gore – who is well recognised as the founder of Discovery – writes about his views on health-care reform, he is implicitly advertising Discovery as his name is synonymous with the brand. Without realising it, by reading the piece readers are automatically being advertised the Discovery brand.

In 2019, we feel that we are going to be seeing a lot more native advertising campaigns emerging in the South African market that are creative and engaging.

New features for tried-and-trusted social media channels 

Social media networks have come a long way since they entered the market. They have developed new features, done away with some and reinvented others – all in an effort to capture people’s attention and connect with each other.

One feature that was reinvigorated on Facebook in 2018 was Facebook Groups. The latest version of Facebook’s algorithm pushes sponsored content from business pages down a person’s news feed. However, it prefers to promote content in groups to group members.

Twitter upped its character limit for their Tweets from 140 to 280. This allows brands to become more creative with the messaging of their Tweets while preserving the initial aim of the platform, which is to deliver the message in the most concise format.

In 2018, we saw some social media channels piggybacking on others’ inventions. LinkedIn introduced the ability for their users to upload video and Instagram introduced the live broadcast ability.

The creativity and ingenuity of social media channels will continue into 2019 and won’t stop there. The social media giants realise that they have one thing that start-up channels don’t have: the vast audience numbers. To make sure that they keep them, they need to be at the forefront of innovation and give them what they want.

The digital marketing space is an incredibly exciting one and it is rapidly changing thanks to the rapid developments in technology. If you want to take your business to new heights in 2019, you need to be on board.

DIGITAL SCHOOL OF MARKETING
info@digitalschoolofmarketing.co.za
www.digitalschoolofmarketing.co.za

How To Get The Most Out Of Indoor LED Marketing Displays

By
One Digital Media
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How To Get The Most Out Of Indoor LED Marketing displays

Places like shopping malls, corporate head office foyers and retail stores are embracing indoor LED marketing displays. They have a much higher impact than traditional channels, save time and increase operational flexibility. And they don’t cost an arm and a leg anymore.

Say no to low definition

Long gone are the days of basic text or numbering being associated with LED displays. Technological innovation has resulted in LED tiles being produced in ever decreasing pixel-pitch configurations. Simply put, this means a higher definition. Marketers can display full HD video content on the LED displays, creating a fully immersive display. The tiles are produced in such a way, that it appears seamless from the optimal viewing distance and angle.

Fast, flexible and dynamic

Marketing campaigns have become much more sophisticated and focused, making direct-view LED displays the hardware of choice to attract shoppers and engage with clients in store. The technology offers more bang for marketing buck; a single solution can identify a brand, promote an item or service and inform the target audience with a well-planned content scheduling strategy. A marketer who knows when a specific audience is likely to be in proximity to the display can have custom created messages scheduled to reach them.

Customised solutions 

Direct-view LED display manufacturers have been producing individual LED tiles for a while now. Depending on the available space, the desired marketing objective and budget allocated to a project, a customised solution is relatively simple to develop.

Long lasting and easy to service

If procured from a trusted source, the hardware is very durable. The average lifespan of direct view LED displays is longer than that of traditional LCD or LED backlit displays. In terms of serviceability, the modular construction of the tiles allows individual components to be replaced and serviced.

Let’s engage

It’s the watchword of our time. Engagement. We are all looking for better marketing engagement. How do direct-view LED displays improve this key factor in modern marketing?

They are bright, and they display movement. Why is this a factor? Our eyes detect colour, shape, texture, and detail really well when we are directly gazing at something. The magno cells in our retina are weak at detecting these features in our periphery, in favour of a strong ability to detect motion (to helping us spot danger before it’s too late).

ONE DIGITAL MEDIA 
+27113124194 
onedigitalmedia.com

IAB SA Launches Digital Insight Series

By
Modern Marketing
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IAB SA, Meltwater And The Radisson Group Launch Digital Insight Series

The IAB SA’s new series of strategically aligned events for the digital industry are being held in partnership with Meltwater and The Radisson Hotel Group. The series gives the industry smart, actionable and meaningful insights to make better digital decisions that are rooted in global best practice and industry trends.

Paula Hulley, CEO of the IAB SA said, ‘One of our core goals for 2019 and beyond is to empower the media and marketing industry in South Africa to thrive in the digital economy. The best way to kick start this is through targeted, honest and insight-driven conversations – we can all learn from one another.’

Guests will spend one and a half hours listening to insights from and networking with industry leaders and future industry leaders on topics relevant to the South African digital landscape.

Julia Nill, Account Executive at Meltwater Africa said, ‘As a media intelligence company, we understand the power of data when it comes to strategic decision-making, especially when tracking the impact of online PR and marketing campaigns. The ever-increasing role of AI in separating insights from data however, makes the Future of Work a topic that’s critical for any executive who wants to stay competitive in today’s world. As such, we’re thrilled to be sponsoring the IAB Insights series and facilitating a conversation around something that’s going to affect us all.’

For the first quarter, the series is focusing on ‘The Future of Work.’ The next event will be held on 6 March 2019 in Sandton.

The first event spoke to ‘Talent Resourcing and Management: Insourcing vs Outsourcing’. Carmen Whateley, Managing Director of Accenture Digital was the keynote speaker. She noted, ‘Digital has a powerful role to play in the empowerment of today’s employees. Forward-thinking businesses should embrace digital and deliberate automation, using the savings to upskill people. We need to consciously create the workforces of the future by making the most of the technology at our disposal. This applies to both permanent and contracted employees.’

Lindy Rudman, Portfolio Manager for Digital Media at Vodacom added, ‘The way that employees use digital tools in the workplace is profoundly changing. The IAB’s recognition of this, and their concerted effort to bring together industry leaders to discuss their challenges and opportunities empowered those at the event to apply the insights to their own businesses.’

Following The Future of Work discussions in the first quarter, the series will move onto Building The Basics in Q2, Benchmarking Digital Excellence in Q3 and Integrated Attribution in Q4.

Hulley concluded, ‘We are grateful to our event sponsors and the industry leaders that have given of their time in order to further discussions around digital marketing in South Africa. Following the success of January’s inaugural event, we look forward to more insightful, constructive discussions where we collaborate for the future of a better digital landscape in South Africa.’

To book your spot for the IAB SA series, click here.

IAB SOUTH AFRICA
+27 10 900 3338 
hello@iabsa.net
www.iabsa.net

Tractor Outdoor Announces Roadside Digital In Sandton

By
Modern Marketing
-
Tractor Outdoor Announces Roadside Digital In Sandton

Tractor Outdoor’s newest build, a roadside digital located in Sandton, will also form part of their LOOP digital network.

This digital site, which is their second digital build within the Gauteng region, is located on the popular Grayston Drive, after Benmore Centre, heading towards Sandton Drive (exiting Sandton CBD). It is situated in close proximity to businesses and residential areas and will target both categories of audience.

Tractor Outdoor said, ‘The addition of this Sandton roadside digital is an immense achievement for Tractor. Whilst getting any sign approved is not easy, it is extremely tricky to find ‘pockets’ that have not been developed and where a sign can be accommodated in Sandton. We are growing at a fantastic rate and to include this extraordinary site in our digital network proves that we are dedicated and committed to providing high-quality flexible screens. 2019 will bear the fruits of the hard work put in over the last few months and will see a significant addition of iconic and strategically placed digitals introduced to the DOOH market.’

‘We are extremely excited to offer this roadside digital to our clients. Our HUQ data, which was run on a sample audience panel of about 250,000 over the last 18 months indicates that this site location has a frequency of 8.7 with a unique reach of 434,591 impressions per month.’

TRACTOR OUTDOOR
www.tractoroutdoor.com

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