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Netflorist Campaign Delivers Real Impact On Business And Drought Relief Fund

By
Modern Marketing
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FCB Cape Town, Hellocomputer And Netflorist Run National Drought Relief Fund Campaign

According to Managing Director at Netflorist, Ryan Bacher, the old adage, ‘Nothing says I love you quite like flowers’ just didn’t hold water when it came to sending blooms during Cape Town’s worst drought in 100 years. FCB and Hellocomputer executed an innovative and successful campaign to help Netflorist overcome this.

‘Citizens were limited to just 50 litres a day as the dam levels fell. NetFlorist had to act fast because, as the Cape was drying up, so was business. FCB and Hellocomputer suggested that, instead of telling people to say it with flowers, we change stream, and our business, and tell people to say it with a cactus,’ he explained.

‘After years of tradition, people needed convincing though, so for every cactus sent, we donated R10 to the National Drought Relief Fund. Soon people were sending cacti to mark every sort of occasion from birthdays, to anniversaries to celebrate babies and new jobs. Sales spiked by 46%, our most successful promotion yet.’

The promotion was simple and to the point and comprised of an expansive digital and social media campaign. ‘We’re very proud of this promotion,’ said Mike Barnwell, Chief Creative Officer of FCB Cape Town and Hellocomputer Cape Town.

‘Not only was it a fun execution in line with all of NetFlorist’s marketing communication, it had a real impact on the company’s business and showed South Africans that they didn’t need to abandon a much-loved tradition when faced with adverse circumstances. Best of all, together NetFlorist and its customers flooded the relief fund with monetary support, and just when the company was thinking of changing its name to NetCactus, it rained.’

FCB  
www.fcb.co.za

JCDecaux Launches Airport Audience Measurement

By
Modern Marketing
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JCDecaux Launches Airport Audience Measurement

JCDecaux’s Airport Audience Measurement (AAM) will strengthen the scientific approach to terminal deployments around the world, enrich data planning tools and customer reports thanks to the new data as well as open the airport universe to new brands.

With the aim of providing advertisers and agencies with uniform measurement indicators around the world, this innovative and novel methodology was designed in collaboration with Veltys, a company specialising in complex data analysis, processing and modelling. In addition to the rules and measurement standards inherent in external communication, frequency and flow specificities at airports have been integrated to achieve unprecedented levels of granularity and accuracy in determining results.

These factors are therefore considered:
– The international scope.
– The passenger frequency data per terminal and per day.
– The concept of single passenger.
– The impact of waiting times on the criterion of repetition of a campaign.
– Information related to passenger movements in different areas of the airport.

The design and development of AAM took almost 18 months of work in the JCDecaux Data Department in partnership with JCDecaux Airport, JCDecaux OneWorld and Veltys. The AAM relies on a number of external data sources (NPD Travel Retail – formerly CiR, specific studies, airport platform data, etc.) and internal data sources (sensors, IoT, etc.) This is built on algorithms that calculate key metrics indispensable to any audience measurement, in particular the number of unique passengers, the coverage, the repetition of the advertising message on the target and the total number of impressions.

The details of the methodology, sources, algorithms and results were submitted to CESP, an independent inter-agency body responsible for auditing media audience measurements in France, which presented satisfactory conclusions both on the approach chosen and on potential developments.

Developed in pilot mode for Paris Aéroport and then to Changi Airport Singapore in April, international audience measurement at airports will be progressively launched at major airport hubs operated by JCDecaux. It will also power the VIOOH programme platform. Within each airport, only networks composed of at least three pieces of furniture will be measured and the first phase of deployment will be for digital networks only.

With the launch of this new international standard, JCDecaux Airport, present in 215 airports on five continents, pursues its goal: to develop effective, impactful and qualified outdoor communication solutions worldwide.

Jean-Charles Decaux, Chairman of the Board and Co-Managing Director of JCDecaux said, ‘We are proud to have started and completed the first worldwide standard for measuring airport audiences, namely the concept of time passed by a passenger in the furniture exhibition area (dwell time) and single passenger. It will offer our advertising partners, agencies and airport authorities new measurement indicators with unmatched acuity and accuracy for our airport environment, particularly suited to global, regional and national campaigns. Airport advertising is a fast-growing medium, sustained by more than four billion passengers in 2018 and expected to double by 2040, according to ICA forecasts. This unprecedented methodology will demonstrate even more specifically the effectiveness of JCDecaux in the airport environment around the world.’

JCDECAUX
www.jcdecaux.co.uk

Three Ways To Rank High On Search Engine Results Pages

By
Digital School of Marketing
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Three Ways To Rank High On Search Engine Results Pages
Image source: www.shutterstock.com

The Digital School of Marketing states that the goal of most companies is to be top of Google’s Search Engine Results Pages (SERPs) for their particular keywords. SERPs are the results that Google returns once you’ve typed in a query. These results could either directly answer your question or provide you with more information that will help you with your query. 

There are three ways that you can get your company to be ranked highly on the SERPs:

SEO


Search Engine Optimisation (SEO) is about getting into the minds of your target audience. It’s about predicting what search terms they will use to search for your products and/or services. Once you have this list, you’ll need to insert these keywords into the copy of your website strategically so that Google will realise that your website is ranked highly for the specific search terms and as a consequence, they will rank your website highly for queries containing these search terms.

PPC


SEO can take quite a long time to get right. However, if you’re trying to get a new website up the ranks – or give an old website a bit of traction – you’ll need to engage in a Google PPC campaign. Of all the digital marketing disciplines, this is the most powerful, and if done right it has the power to get you top of the Google SERPs and drive massive traffic to your website. PPC advertising can help you fill in the gaps while your SEO strategy is getting off the ground and starting to get traction.

Content marketing


If you’re doing your website and digital marketing campaign on a shoestring budget (and even if you’re not) content marketing is by far the most cost-effective and efficient way of getting your website to climb up the SERPs. This is because if you have a depth of content that relates to the overall theme of your business, and it contains the correct keywords at the correct density, you will get long-lasting and ever-green results.

Being on the first page of the Google SERPs is not out of the reach of small business who have limited digital marketing budgets. All they need to do is to make sure that they apply the best practice principles.

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

DAZN Media Announced As New Entity Responsible For Global Media Partnerships

By
Modern Marketing
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DAZN Media Announces Global Media Partnerships Entity

DAZN Media is to be the new entity responsible for global media partnerships. The creation of DAZN Media follows the realignment of DAZN Group, formerly Perform Group, to combine assets and inventory that create market-leading, innovative packages for advertisers. 

As part of the initiative, DAZN Media has launched an innovative off-platform network called DAZN+, aggregating the reach from owned media platforms including Goal, weekly football show Yalla Goal, and DAZN Player (formerly ePlayer), social channels, influencers, talent, rights and in-stadia to offer brands a truly unique data-driven platform to engage fans.

DAZN Group’s sports VOD platform ePlayer has been renamed DAZN Player. DAZN Player reaches millions of fans globally by aggregating select premium sports content from DAZN, rights holders and news agencies for distribution across thousands of the world’s biggest publisher sites including Mail Online, MSN, Mundo Deportivo and La Republica.

DAZN Media will also oversee all global and local commercial opportunities for brands across DAZN, the live and on-demand sport streaming service. DAZN’s OTT platform is now available in Spain, Italy, Germany, Austria, Switzerland, Japan, U.S. Canada, and soon to launch in Brazil. It is introducing advertising on the revolutionary sport streaming service for the first time. Initially, DAZN Media in Europe is working with a select group of advertisers, including VW, Tipico, bwin and Krombacher.

Stefano D’Anna, EVP Media at DAZN Media said, ‘DAZN has set out to change the way the world sees sport and we now feel that we are in a position to change the way brands engage with sports fans. With the introduction of media placements on DAZN’s OTT platform, we are providing brands with the impact of TV, complemented by the targeting and insights of digital. Add in DAZN+, and we can reach fans across any platform with personalised communications that are relevant and engaging.’

Salika Mustafa, VP Media and Partnerships MEA said, ‘DAZN OTT is not currently available in MEA, but we have felt the positive impacts across our existing DAZN+ channels. We will always do what we have done best when it comes to delivering sports content first and fast, but now content across our existing channels is enhanced with the access we have as an OTT broadcaster. Tier one sports like UCL, EPL, LaLiga, NFL, MMA and MotoGP puts us in a position to align with brand advertisers and deliver their messages across high quality content on Goal, Yalla Goal and DAZN Player in the Middle East and Africa regions. The opportunity for global advertisers in MEA to tap into DAZN OTT markets via the platform is also now possible.’

DAZN MEDIA media.dazn.com

Successful Blogging Space Topics

By
The Mediashop
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Successful Blogging Space Topics
Image source: neilpatel.com

Yvette Gengan, Digital Media Manager at The MediaShop, says that if you are anything like her, then blogging is no Friday night ‘Netflix and chill’ for you either. She overthinks the whole process. In fact, she pondered for days for a blog topic she felt had a real purpose.

After a while, I realised that in my endless search I actually came across a handful of popular things to write about. These things are bound to be beneficial to someone out there who is also crawling online spaces for valuable topics. So in my attempt to save you from ever ending up in the deep dark holes of online searching, here are a few types of possible articles and topics that seem to be successful in the blogging space.

In no order of importance:

Politics

Oh the angles you could take. I mean this stuff literally writes itself. You could be serious, funny, meme-driven or even more political (elections and all that) but just be prepared for some serious engagement and opinions. When I say load, you say shedding.

How-to guides

This is one of the highest search queries on Google. There is so much content and a lot of it offers so much value. This type of blog would work for most industries. Finance (how-to plan), Banking (how to save), Media (how to spend all the money) – these are just some examples of where this type of blog could go.

Recipes

Okay, this one sent me into deep hunger and an hour and a half of video time. If you are lucky enough to ride the recipe wagon, go for it. You can focus on health, different types of diets, grease (is it good, is it bad?), potatoes, and other equally important ingredients like bacon. It turns out Huffington Post has a whole section dedicated to bacon! Oh, the fun we could have.

Thank You, Next

Blogging about the personal stuff, and sharing things from your personal life in the form of storytelling would fall into this category. Now, being in digital media, I have had to do my share of content calendars over the years and the one thing that was always a challenge for me was finding an emotional connection with an audience. It is hard and rare to find. Coca-Cola and Nandos are examples of brands that have achieved this really well.

However, the focus is not just on big brands anymore but rather the smaller more personal brands. This would include people that have done exceptionally well in sharing their personal life with others online. Think sharing journeys of motherhood, fatherhood, cooking, baking, fitness, recovery depression etc. The main idea here is to evoke some sort of emotion. Joy, anger, sorrow, sympathy – it’s entirely up to you. Whatever the emotion chosen, make sure that it ‘gets people going’.

Reviews

This is the type of blog that I personally love. I value a review from a fellow neighbour, shopper, traveller or driver. I think the important thing is ensuring you set yourself up as credible first, earn trust and credibility and then have a go at it. This is one of the biggest revenue streams for most bloggers and great for driving traffic to your blog.

Historic things

This came up a lot. I personally just love history. There is something so mysterious about a time and place or person that has lived and had so many memories before you. My personal best are the weird types of practices that existed decades ago.

Travel

This one needs no explanation. There is so much material filled with beauty that evokes exhilaration for a great blog. I seriously need to get out more. For a second I thought of starting a blog of all the places I have NOT visited. Here I will leave you to venture into the travel blogger sphere on your own without me giving away too much. Seriously! The Norway Mountains await you.

Happy Blogging!

THE MEDIASHOP
www.mediashop.co.za

The Power Of A Story When Building A Brand

By
Gareth Marshall
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The Power Of A Story When Building A Brand
Image source: pinterest.com/pin/81346336996438958/

Great brands start with great stories and great stories leave a lasting impression. According to Fast Company, our memories thrive off storytelling.

The publication stated, ‘It’s far easier for us to remember stories than the cold hard facts.’ This claim is supported by a study conducted by Jennifer Aaker, a marketing professor at the Stanford Graduate School of Business.

In the study, Aaker’s students were asked to give a one-minute pitch to their classmates. Afterwards, the audience was asked to write down what they remembered from each presentation. The results speak to the power of storytelling, as only 5% of the class recalled a statistic, while 63% remembered the story.

‘Our greedy little brains are hungry for a good story, so if you want to make the sale, forget the data and make a personal connection,’ said Rachel Gillett (Fast Company).

In a cluttered environment, stories help drive recall, making them critical to building any successful brand, whether for a product, a service, or a sports team. To become a great marketer you need to become a great storyteller. Just designing a great product is no longer enough. How brands present products and offerings creates real intrigue and demand.

We as human beings crave connections and have since the dawn of time gravitated towards them. If you had to read the words ‘New York’ your brain immediately assimilates the sounds, smells and emotions related to whatever memory structures your brain has created from those two words. Similarly, hearing the name of a favourite author, actress or musician will bring several associations. It’s no different with brands.

Some brands when recalled, will evoke very positive or very negative associations, based on your experiences with those brands, but how many brand stories do you recall? In reality, probably not many.

As marketers, we need to be cognisant that we have very few instances to really connect with consumers. During these moments, we can connect by telling stories that use various emotions like humour. Ads, images and sounds that make us laugh are memorable, as are ads that make us sad, shock us or leave us wanting to hear more of the story.

Being relevant also means being memorable – as consumers, we’re in the market for different things at different times. An ad that answers a product or service need that I have right now is more likely to be remembered than a piece of communication that has no relevance in that specific point in my life.

What about the brand’s logo – does it have distinctive assets, shapes, colours? How does it fit into the story you as a brand are trying to tell? These are all considerations that form part of great storytelling – and the better your story, the stronger your brand.

So – what’s your story?

UNLEASH ACADEMY unleashacademy.co.za

Avance Media’s Survey Recognises Good Things Guy As Fourth Most Influential South African

By
Modern Marketing
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Avance Media’s Survey Recognises Good Things Guy As Fourth Most Influential South African
Brent Lindeque, Founder of Good Things Guy.

Founder of South Africa’s Good Things Guy, Brent Lindeque, has been named the category winner of ‘Social Enterprise and Philanthropy’ and the fourth most influential South African in the ‘100 Most Influential Young South Africans’ poll.

The survey, conducted by PR and ratings agency Avance Media, recognises remarkable contributions made by individuals towards their respective fields which have impacted other young South Africans and beyond.

Lindeque said, ‘It’s moments like these that remind me that I am on the right path. Good Things Guy feels like a gift that was given to me to help South Africans see our beautiful country with new eyes and I am thankful for each and every one of our readers.’

Good Things Guy was created by Brent in 2015 to promote South Africa’s good news and to share inspirational stories. The site has evolved to become a global, multi-platform company that shares unique content to over a million readers each month.

‘I believe that there is always a good news story to tell and I’m honoured to be recognised as an inspirational South African amongst amazing individuals who have excelled in their fields of business, lifestyle, sport and entertainment. All this in the first quarter of the year! I’m looking forward to sharing many more good things throughout 2019,’ Lindeque concluded.

First launched in 2016 by Avance Media, the 100 Most Influential Young South Africans has previously been won by comedian and TV personality – Trevor Noah (2016) and EFF’s National Spokesperson – Dr Mbusiseni Ndlozi (2017). Caster Semenya was the first woman to be awarded the coveted title as the Most Influential Young South African for 2018.

GOOD THINGS GUY www.goodthingsguy.com

South Africans With A Passion For Digital To Converge At IAB Summit19

By
Modern Marketing
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South Africans With A Passion For Digital To Converge At IAB Summit19

In only five years, the IAB Summit has become known as the place to network, engage with leading digital thinkers and get a glimpse of where digital innovation in South Africa is headed.

At the 5th Annual IAB Summit19, South Africans with a passion for digital will converge under the theme: The New Now, Transformation through the Power of Digital.

1. Deep dives on the most important topics affecting digital

This year’s summit covers all facets of The New Now, from corporates evolving through digital disruption and results-driven digital product development to the intersection of marketing and street culture, youth participation in digital and using online tools to empower underprivileged communities. If it is trending, it will be on the lineup at the IAB Summit19. Every talk will be 30 minutes or less, giving attendees enough meat to go back and implement the principles in their own businesses.

2. New, live tech showcases

It is important to connect the theory and best practices of digital with its practical use and impact, which is why this year’s summit will include new 15 minute demos showing technology in action with live audience participation.

3. Quick, snackable insights from brand leaders

The goal of the IAB Summit19 is for the audience to learn as much as possible, and leave with insights, tips and strategies that can be adapted in their own environments. For this reason, the IAB SA has introduced a series of 10×5’s, which are five minute bursts of fast learning insights from leaders in the direct brand economy. Each speaker will have 10 slides, with 10 insights, lessons or values that they would like to share.

4. A focus on talented youth

While there will be plenty of experienced industry stalwarts sharing their knowledge, the IAB wants to celebrate the youth who are making waves in our industry. Youth bring the perspective and state of mind to lead businesses into the next evolution of the digital economy. Now is the time to focus on young rock stars who are already propelling our industry forward into 2019 and beyond.

5. Network with the best publishers, brands and agencies

The IAB Summit19 is not only about what is presented on stage, but what goes on off stage too. As a meeting of digital minds, the IAB Summit19 is a gathering of leading digital execs, as well as up-and-coming talent. All facets of digital marketing in South Africa will be represented, making it a melting pot of the most innovative thinkers in the industry.

To book your ticket, click here. To learn more about the programme, event sponsors and the lineup of the day, visit the event website – IAB members get a discount.

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

2019 Nedbank IMC Conference Being Made More Accessible Through Live Streaming

By
Modern Marketing
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2019 Nedbank IMC Conference To Host Watch Party

The 2019 Nedbank IMC Conference kicks off on 14 March 2019 and is set to be the biggest IMC conference to date with over 600 delegates attending.

Both IMC and naming sponsor, Nedbank, have a mission to uplift the youth and make events like the conference accessible to young people in the industry and to businesses who are wanting to know more.

‘With this in mind, Nedbank will be streaming the conference live on our Facebook page and we are encouraging young people at colleges and marketing teams across the country to host ‘Watch Parties’ on the day,’ said Khensani Nobanda, Group Executive: Nedbank Group Marketing and Corporate Affairs.

To host a live ‘Watch Party’ simply visit the Nedbank Facebook page and click ‘Interested’ on the #NedbankIMC2019 event. You’ll get a reminder to tune in on 14 March 2019 and when the event is about to start on the day. Wait for the broadcast to start, then click ‘Share’ and ‘Start Watch Party’ from within the feed.

Dale Hefer, CEO of the IMC Academy said, ’We are very excited to be welcoming so many industry players and specialists under one roof. The event was sold out over a month ago, which shows us that people are really keen for robust conversation around stripping marketing down to the bottom line.’

This is the first time the IMC Conference has offered this kind of online accessibility. ‘By hosting a ‘Watch Party’ on the day, you’ll have full access to the line-up of 20 industry experts sharing key insights right from your phone, PC or smart TV. You’ll also be able to interact with other live video viewers as you watch the content together in real time – and even stand a chance of winning a return flight with Kulula,’ added Dale.

Click here to set a reminder to watch the live stream: https://www.facebook.com/Nedbank/videos/252196895724029?sfns=mo

The IMC is proudly presented in association with MASA; CPD points to Designated Marketers based on proof of attendance. With thanks to our Travel Partner Kulula.com.

INTEGRATED MARKETING CONFERENCE www.imcconference.com

Considering Employees As A Marketing Channel

By
Nfinity
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Considering Employees As A Marketing Channel
Image source: www.linkedin.com

Most executives would agree that the single biggest asset of their organisation is their people, their employees and management. Employee Advocacy – the promotion of an organisation through its staff – is at its core.

‘Who knows the company best, who is the company’s biggest brand ambassadors, who understands the market best and has high propensity to be on social media?’ asked Pieter Groenewald, Managing Director of theIntern-ship, part of the Nfinity Group of companies. ‘The answer to all of those questions is the team members within any organisation.’

In South Africa, companies haven’t activated employee advocacy within their organisations as prolifically as in overseas markets merely because they don’t understand the gold they are sitting on, and if they do, they don’t have the machinery to bring the gold to the surface.

‘The statistics speak for themselves, in that most organisations have enough content to share to prospective clients and staff, but they don’t have the means to dominate communication channels due to the nature of these being pay-as-you-go or paying media owners. Once payments stop so does the exposure,’ said Groenewald. ‘It makes sense to consider activating the skills of employees to become more digitally visible, to tap into this valuable communication channel, which is in fact not a pay-as-you-go channel but rather continuous exposure through engagement and re-sharing, therefore delivering exceptional ROI.’

Being a completely new form of marketing in South Africa, readily available statistics are not available, but international statistics are completely relatable. The good news is that most employees are already on social media, so why not tap into that resource? At the heart of social is the coming together of like-minded people and communities. In fact, 98% of employees are using social media for personal use, while 50% of those already post about their employers/organisation.

Kevin Kirby, COO of Nfinity said, ‘It’s the old word of mouth methodology that’s been effectively translated online. 84% of customers say that they value the recommendations from friends and family while 21% of customers say that they ‘like’ employee posts about companies.’

Studies show that employees have ten times more social connections than standard brands. An increase of 12% in brand advocacy can lead to 200% more revenue, another study reveals.

‘The reason it works is because people trust content and recommendations from people they know more than marketing messages from companies,’ said Groenewald. ‘In fact, people are 16 times more likely to read a post from a friend about a brand than from the brand itself. Employees are often the best salespeople of a brand (even if they’re not in sales). They have more influence over the products and services their friends and family buy than any piece of marketing material ever could.

NFINITY 
www.nfinity.co.za

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