How To Better Connect With Generation Z Consumers

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May 8, 2024

How To Better Connect With Generation Z Consumers — Marko Stavrou.

Marko Stavrou, better known as The Gen Z Guy and CEO of Stavrou Consulting, may be young, but he is already one of Africa’s leading Generation Z strategists and next-generation business leaders. The Nedbank IMC’s youngest speaker will share his teachings and tips for understanding the world’s largest growing target market. Modern Marketing is a proud media partner of the event.

This 19-year-old consults to big business and many others, on how to better connect with their Generation Z consumers and employees. Like all Gen Zers, Stavrou documents his life and learnings through many social media channels, reaching more than two million people across all his platforms in 2023.

The Nedbank IMC team had the pleasure of having a Q and A session with Stavrou.

We know that Zoomers are constantly connected, tech savvy and hyper-informed consumers. What don’t we know about them?

This generation has a remarkable aptitude for adapting and using new technologies – offering us valuable insights on how to better these tools. Financial stability is of paramount importance to them, as is their preference, in the work environment, for independent projects rather than collaborative ones – reflecting a strong sense of self-reliance. Finally, Gen Z can often demonstrate exceptional drive and ambition, fuelled not only by personal gain, but by a genuine desire to make a positive impact on the world.

What can Gen Z teach us about ourselves?

Gen Z is a master of adaptability, not just to technology but also in their navigation of the world at large. We should emulate this and foster our capacity to embrace new paradigms in life and work. This generation has also fully embraced their individuality – perhaps something older generations can focus on to embrace their individual life path, strengths, and challenges.

Connecting with brands on social media (YouTube, Snapchat or TikTok) is a given for this generation. How do you think this impacts on the communicating space for brands?

Many African brands lack a consistent and tailored presence on social media. Generation Z, however, has come to expect engaging and professional online content, using this social media presence to form their brand perception, loyalty and trust. With Gen Z’s 100% attention span being only 8 seconds, coupled with their love of video, short-form content and video is more crucial than ever.

Recent research has found that Gen Zers place a lot more emphasis on affordability, brand authenticity and brand transparency than previous generations. Any tips on what marketers should take from this?

Gen Z’s purchasing decisions are very much based on a favourable reputation. It is crucial to illuminate the social causes a brand champions, its unique culture, and the positive impact its products or services have on the world. One compelling method to achieve this is through influencer marketing, which leverages the power of individuals to organically promote a brand’s message, fostering a more genuine connection with consumers.

What excites you about the upcoming Nedbank IMC and being a speaker at the event?

Navigating the intricacies of the marketing landscape can often feel isolating and lonely; so convening the nation’s leading CMOs and business leaders presents a unique opportunity to foster collaboration and promote knowledge-sharing.

What kinds of insights will be you sharing at Nedbank IMC (without giving away too much)?

Everything CMO’s need to know about Generation Z and more. From practical marketing strategies, to understanding their behaviour, thinking and habits as humans.

Stavrou, you are an inspiration to many young people on our continent and beyond, what would you like them to remember about themselves?

Self-awareness is the cornerstone of a fulfilling life. Without it, navigating the complexities of work and life can be tricky. But introspection must be coupled with action. Step outside of your comfort zone and embrace new encounters and opportunities. They will help you paint a clearer picture of who you are in the world.

Today, Gen Z is the world’s largest demographic cohort, accounting for one third of the global population. They also have the fastest-growing disposable income. Call them what you will, your organisations’ future revolves around them.

The Nedbank IMC conference will be held at the Focus Rooms, Modderfontein, Johannesburg or online on 19 September 2024. In-person tickets are priced at R3000 (excl VAT) until 31 May 2024. Limited seats available. Virtual tickets are priced at R1499 (excl VAT).

NEDBANK IMC CONFERENCE
www.imcconference.com

Shop! SA Shopper Marketing Awards Calls For Entries

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Modern Marketing

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May 6, 2024

Shop! SA Shopper Marketing Awards gives brand manufacturers, retailers, creative agencies, and production houses the opportunity to showcase their work, motivate their marketing teams, build credibility in their trading community, and establish themselves as leaders in the market. 2024 entries are now open.

Shop! SA founder and MD, Di Wilson, said that Shop! exists globally to further excellence in the ‘Marketing at Retail’ industry. ‘Our goals, as Shop! SA, are to upskill the entire shopper marketing value-chain, facilitate networking and collaboration, and recognise outstanding achievements. This year’s awards build on learnings from our inaugural awards event held last year, and aim to foster and reward excellence.’

Cecil W Ungerer of Smart Media, a 2023 winner, said that the Shop! SA awards inject a fresh perspective into the industry by recognising outstanding achievements, and that a local win is a springboard to global recognition: ‘It was incredibly gratifying to win awards in three different categories. Moreover, clinching a gold paved the way for Smart Media to compete on the world stage and demonstrate to the world that we are a formidable presence to be acknowledged. The Shop! SA awards serve as a strong reminder that innovation yields rewards.’

The driving force behind the awards comprises industry stalwarts Janet Kirkbride, Chris Hewitt, Grant Hillary and Rashree Maharaj, along with Wilson. The 2023 judging panel included Carl Willoughby, Mamapudi Nkgadima, Carla Gontier, John Clark, Andy Sutcliffe, Craig Lodge and Phil Day, and the sponsors were Barrows, H&A, Online, and Point.

‘A key judging criteria was the demonstration of insight-led shopper executions that delivered commercial results for brands and retailers. Stringent judging standards, combined with our judges’ experience, gave us a massive credibility boost as we set out to put shopper marketing on the map. This year, we’re building on our credibility to offer targeted categories and deliver a bigger event,’ said Wilson.

Enter online here. Entries will close end of July, 2024. Judging will be done in August and finalists announced in September. The awards evening will be held in November. ‘If you are actively involved in shopper marketing, back yourself by submitting entries that showcase your leading work,’ concluded Wilson.

SHOP! SA
https://www.shopassociation.africa/

Trends That Will Revolutionise Your Marketing And Creative Strategies

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Modern Marketing

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May 3, 2024

Trends That Will Revolutionise Your Marketing And Creative Strategies

Now in its third successive year, The #NewGenTrends in Marketing Conference is proudly sponsored by Leagas Delaney South Africa. It is centred on the latest trends and technologies that will revolutionise your marketing and creative strategies. Ticket sales close on 17 May – don’t miss out. Modern Marketing is a proud media partner of the event.

The event takes place on Thursday, 23 May 2024 at The Venue, Melrose Arch, Johannesburg. New Gen is thrilled to present 11 incredible keynote speakers and two engaging panel discussions that are sure to leave you feeling energised and empowered.

In this fast-paced world of marketing, staying ahead of the game is essential for success. With an exciting new era emerging in this field, it’s more important than ever to stay informed and adapt to the latest trends. Don’t get left behind! Stay ahead of the competition and take your marketing and creative strategies to new heights.

Hosted by the New Generation Awards, the upcoming conference will allow attendees to gain access to powerful insights from industry experts, and discover the various tools and applications available to marketers and creatives.

The conference’s thought-leadership content will help you to execute campaigns at a higher level, communicate messaging effectively, and promote brands and products more efficiently.

Speakers Include:

– Fran Luckin, Chief Creative Officer, VML South Africa. Topic: So Maybe It’s Not A Teacup: Why it can be more fun to not know exactly what the future holds.

– Gareth Cliff, Founder, CliffCentral.com. Topic: Media in 2025 and beyond, What is the media model to take us into the 2030s? What content is going to become premium and what is likely to lose its value?

– Vincent Maher, CEO, True I/O, Previous Exec: Digital, MultiChoice. Topic: Web3 is the cocaine your rats have been begging for?

– Arpan Sur, Senior Marketing Director, Mondelez South Africa. Topic: Artificial Intelligence: will it make marketers redundant?
– Lana Strydom, Executive Head Digital, Content and Social Marketing, Vodacom. Topic: Talent and skills development in the marketing environment.
– Joint session: Raymond Langa, CEO, Leagas Delaney South Africa, and Deshnie Govender, Head: Marketing Sub-Saharan Africa METAP, TikTok. Topic: Agency and Client Relationship – Collab 2.0 or Bust 🤯
– Grant Sithole, Award Winning Creative, previous, Publicis Group, Ogilvy, FoxP2, Bakone, and Avatar. Topic: In a world and industry that almost always asks us to keep up with trends, being yourself is a currency that can never be undervalued.
– Natalie Druion, Executive Head: Digital, Content, and PR, Momentum Metropolitan Holdings. Topic: Thriving in the Age of Conversations: The power of social PR and how it’s become the world’s watercooler. What does this mean for you?
– Ciarán Mckivergan, CEO, 8909 Digital. Topic: Reimaging connections, the shift towards AI, mixed reality, and subscription social media.
– Merissa Himraj, CEO, Wavemaker South Africa, No.1 Most Admired Media Agency Professional in SA: SCOPEN Report 2024. Topic: Unleashing the Magic: How Paid Media is Revolutionising Data-Driven Storytelling.

For a more in-depth look at the topics, and ticket fees, please click here. Please book your seats early to avoid disappointment. There will be no online ticket sales. To purchase tickets, please email stephen@newgenawards.co.za. For more information contact: +27 76 413 1339.

NEWGENTRENDS IN MARKETING CONFERENCE
www.newgenawards.co.za/pages/marketing-conference

New Ad Celebrates 30 Years Of Vodacom

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Modern Marketing

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May 3, 2024

Vodacom and its agency partner VML South Africa revealed a new advert celebrating 30 years of the company, coinciding with South Africa’s 30 years of democracy.

Set to Louis Armstrong’s classic, What a Wonderful World, the heart-warming narrative takes viewers on a time-travelling journey spanning three decades that starts in 1994 and continues into the future. We see scenes showing the evolution of technology unfolding against the backdrop of South Africa’s growing democracy and celebrating African ingenuity, with Armstrong’s gravelly vocals as the golden thread through the ages.

‘We as Vodacom have always been about South Africa, about the people, and about our purpose,’ said Thami Majola, Vodacom Executive Head of Brand. ‘The last 30 years we have had the privilege of connecting South Africans for a better future. So, when we started to craft this brief with our agency partner, we understood that this was a great opportunity to showcase our purpose.’

‘South Africa has a story to tell: 30 years of democracy, 30 years of resilience, 30 years of always surprising the world,’ added Director Tebogo Malope of Star Films, which collaborated with VML and Think Creative Africa on the project. ‘We are a country that punches way above its weight and since 1994 we have constantly proven the naysayers wrong – those who said we couldn’t transition without bloodshed, we couldn’t transform our sport, we couldn’t manage a global pandemic. South Africa is truly a special country and this commercial details the amazing story of South Africa’s past, present and future with Vodacom at the centre of it all.’

‘It goes without saying that Vodacom’s presence in South Africans’ lives has been nothing short of wonderful. So, in celebrating the brand’s 30-year milestone, we needed to communicate just that,’ said Executive Creative Director, Nhlanhla Ngcobo, of VML.

The team found the key in Armstrong’s iconic piece of music. ‘Anybody can find a song and use it as a backdrop, but the charm, and dare I say genius, lies in how the team (writer Verona Meyer and Creative Director Ross Makepeace) was able to use Armstrong’s words to poetically illustrate how Vodacom’s purposeful actions have contributed to creating a wonderful world for South Africans at large,’ said Ngcobo.

In creating the storyboard, the team purposefully steered clear of what could have been a montage of memorable moments and, instead, adopted a narrative approach to moving through the decades. It was also important that the story should not focus solely on the past. ‘It nods to our present and ends with a future-focused hope for new possibilities and a feeling of how wonderful things could be if we really use technology to move our people further together,’ said Ngcobo.

A lot goes into telling a story of this magnitude. ‘We had three different teams capturing the creatives’ and Tebza’s vision, and a very large cast,’ noted Producer Wendy Machanik of VML.

‘We could never do this without the amazing crew we work with,’ added Adam Thal of Star Films. ‘Over 70 people each day worked together to make every scene the best scene it could be.’

It also took time, careful planning and, at times, quick thinking. ‘Pre-production time was vital to make sure that we found the right cast and make sure that all the details around each scene were in place and agreed upon. Long days, myriad get-togethers, a five-day shoot and many, many hours were spent to bring this concept to life,’ said Machanik.

‘In any major production, there’s always a ton of moving parts with many obstacles to overcome. That’s just in the nature of pushing to make great work,’ said Alex White, Managing Partner at VML. ‘But with a committed client team and committed suppliers, we overcame anything that got in our way of the vision for this to come to life.’

The result is a piece of work that is nostalgic, uplifting and carries a message of hope. ‘Our campaign speaks of the South African story of why we exist,’ said Majola. ‘Thanks to our partners, VML, we brought our vision to life. And thanks to the Vodacom family and leadership, we look forward to the next 30 years of connecting people for a better life. Here’s to the next 30 years of wonderful, as we go further together.’

VML SOUTH AFRICA
www.vmlyr.com/en-za/south-africa

Leveraging First-Party Data In A Cookieless World

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Modern Marketing

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May 3, 2024

Leveraging First-Party Data In A Cookieless World — Gil Sperling, Anton Grutzmacher, Leila Byrne and Andrea Leeuwner.

To unpack the pivotal role of first-party data in the post-cookie era, Flow hosted a panel discussion on 12 April 2024 titled ‘Turning Crumbs into Conversations: Leveraging first-party data in a cookieless world’. The event brought together industry experts from data collaboration company Omnisient and media agency Meta Media, who discussed the opportunities and challenges posed by first-party data, providing key insights on this transformative shift in the digital landscape.

Google’s intention to phase-out third-party cookies on Chrome before the end of 2024 marks a significant shift for businesses aiming to reach their target audiences online. Prompting swift adaptation to a changing digital landscape, it has catapulted first-party data into the spotlight.

Understanding The Power Of First-Party Data

At the heart of the discussion was the concept of first-party data, described by Omnisient co-founder Anton Grutzmacher as data that is owned and generated by an entity.

‘First-party data, which is collected directly from customers and audiences via a company’s own channels, is rich in depth and relevance and holds the key to unlocking hyper-targeted marketing opportunities for businesses.’

Meta Media’s Leila Byrne stressed the urgency for companies to future-proof themselves by embracing first-party data but acknowledged the need for comprehensive business adjustments to do so.

Her colleague Andrea Leeuwner added that many companies are on the back foot when it comes to gathering their own first-party data, due to a historic reliance on third-party data, where data is scraped, aggregated, and pulled together from browser cookies.

‘While some of our larger clients have a wealth of first-party data, there are other smaller companies who are yet to start their data preparation journey. Our very first job at an agency level is to help them understand what technology needs to be in place before they get to the advertising stage.’

Byrne added that even for larger companies holding a wealth of first-party data, significant time is needed to be able to execute on it, due to privacy and compliance regulations that must first be met.

And for both smaller and large players, the ability to test, learn from and fully understand the different data sets they are tapping into is equally important, so they can identify how to leverage more precise targeting methodology.

A New Growth Opportunity Through Data Collaboration

According to Flow co-founder, Gil Sperling, the major opportunity in the shift from third-party to first-party data lies in data collaboration.

‘Not everyone can access their own first-party data, but through collaboration, where one brand uses consented first-party data from another brand in a data secure way, companies can optimise their marketing efforts and connect to their ideal audience with precision and purpose to deliver more personalised, impactful advertising.’

Grutzmacher agreed, saying: ‘You need to reach your audiences in the right way and data collaboration and data science makes this possible. We’re bringing the actuaries into the media world.’

Sperling said: ‘Data shows that conversion rates increase by 50% when using first-party data, therein lies enormous opportunity to increase Return on Investment.’

Grutzmacher added: ‘The concept of data collaboration does raise concerns of data security and privacy, because if you’re joining forces to get access to first-party data, it needs to be secure. What’s critical with data collaboration is to ensure there is a separation between the personal data and the data that improves people’s lives. By removing the personal information and anonymising the data, the risks disappear.’

The Role Of Agencies In The New Paradigm

As businesses grapple with the complexities of data management, the role of agencies will become increasingly vital.

Leeuwner emphasised the need for agencies to invest in data management and attribution models, stating: ‘Agencies are not just creating beautiful ads, there is now a lot more science behind it. This means agencies must gear themselves for that and ensure they have smart people who can make smart decisions around using data.’

In conclusion, the panel discussion underscored the transformative potential of first-party data in the cookieless era. ‘By understanding the technology required, embracing data collaboration and ensuring regulatory compliance, companies can leverage first-party data to drive better business results and stay ahead in a rapidly evolving digital landscape,’ said Sperling.

‘The paradigm shift in thinking is happening and represents a massive opportunity for growth, and our job is to show companies how they can thrive.’

FLOW
www.flowliving.com

Key Trends In The Branded Merchandise And Apparel Market

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Modern Marketing

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May 3, 2024

Key Trends In The Branded Merchandise And Apparel Market

The enduring appeal and impactful nature of meticulously branded uniforms or corporate gifts play a significant role in forging connections with customers, enhancing recall and familiarity, fostering loyalty, and ultimately shaping purchasing behaviour. Barron shares some insights on some of the key trends in the branded merchandise and apparel market, and the important considerations to look at.

Casual and comfortable styles: corporate uniforms are increasingly leaning towards more casual and comfortable uniform styles, moving away from traditional, formal attire and fabrics. Many companies have been incorporating ‘athleisure’ elements into their branded clothing to promote a comfortable and relaxed work environment, yet professional image. Recognising the importance of diversity and inclusivity, there is also a growing trend towards offering a wider range of styles, cuts and sizes in corporate uniforms to ensure that all staff members are comfortable.

Customisation: customised uniforms and clothing styles with impactful, quality branding elements are key, and today there are many branding options to incorporate logos, colours, campaign elements and unique designs – from embroidery, to engraving to debossing to game-changing sublimation. While the corporate mainstays of black, white, grey and navy remain popular, the introduction of sublimation printing brings modern and vibrant colour palettes and patterns into clothing designs. Colours are in as brands look to go bold yet sophisticated, infusing personality and individuality into any uniform while being tasteful and professional.

Personalisation has been a growing trend, but it’s now going next level with full customisation – from choosing colours and materials to adding unique designs and embellishments, through to the packaging and delivery – customers crave products that reflect their individuality. The caveat of course is that while clients are looking for bespoke options and styling, they still need the assurance that any uniform or apparel programme will be available from suppliers for at least a few years for consistency.

Sustainable materials: sustainability and ESG remain top of mind for most brands, hence eco-friendly, recyclable and OEKO-Tex certified fabrics are gaining a lot more traction. The OEKO-Tex standards enable everyone to make responsible purchasing decisions and protect natural resources. On the gifting side, there is a big focus on the sustainability of materials used in production, think bamboo, seeded papers and a shift away from plastic and so on. Ethical sourcing, safety accreditation and labour practices of manufacturers are also under greater scrutiny. For most brands, they’re looking for branded products that reflect their commitment to societal and environmental initiatives.

Functionality: functionality and ‘comfort’ finishes are in when it comes to fabrics, notably SPF50 finishes for sun protection for employees who spend much of their time outdoors – think hospitality, safari, construction, sport and so on. Moisture-wicking finishes remain a mainstay for better comfort and breathability and 4-way stretch fabrics are another in-demand item for ease of movement and comfort. Besides apparel that’s intended for the workplace, garments that can be worn at work and then after hours and on the weekend are all the rage. Lightweight knitwear, hoodies, fleece and functional features and comfort are the top sellers here.

Tech integration in gifting: without a doubt, tech is the number-one category for corporate gifting. Branded merchandise with technological features, such as smart accessories or items with integrated tech elements like USB chargers, Bluetooth connectivity, power banks and storage, wireless headphones and so on are topping the shopping lists.

Personalisation: personalised corporate gifts are gaining popularity with companies customising gifts with the recipient’s name or a personal touch to make the gesture more meaningful and memorable.

In getting to grips with the massive diversity and range of products and trends in the market, work with an experienced merchandise reseller in aligning your promotional strategy to business and marketing objectives.

BARRON
https://barron.com

MediaShop’s Joburg MD Selected As A Shortlisting Juror For The Media Lions

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Modern Marketing

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May 3, 2024

MediaShops Joburg MD Selected As A Shortlisting Juror For The Media Lions

Dashni Vilakazi, The MediaShop’s Managing Director for its Johannesburg office, will serve as a Shortlisting Juror for the Media Lions at Cannes Lions 2024. This appointment recognises Vilakazi’s visionary leadership and impactful contribution to the media and advertising industry.

With over two decades of experience, Vilakazi has been instrumental in steering The MediaShop towards significant growth and innovation. Her expertise in blending digital and traditional media strategies has been crucial in developing dynamic campaigns that achieve global resonance. Her visionary perspective has earned her opportunities to work on global projects in Lagos, Hong Kong, London, New York, and India.

‘I am excited to be selected as a shortlisting juror for the Media Lions. This opportunity is not just a personal milestone, but also a testament to the hard work and creativity of our entire team. I look forward to contributing to the jury and bringing back fresh insights that will continue to drive our success and open unchartered territories of innovation and creative leadership,’ said Vilakazi.

Vilakazi’s dedication to excellence continues to be recognised, cementing her status as a thought leader within the global advertising community.

THE MEDIASHOP
www.mediashop.co.za

Are Industry Awards Worth The Time And Money Needed To Take Part?

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Modern Marketing

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May 2, 2024

Are Industry Awards Worth The Time And Money Needed To Take Part — Credit: Florian Cordier: Unsplash.

Rogan Jansen, co-founder and creative director at DashDigital, discusses if it’s worth entering awards for your business.

The advertising and design fraternities in South Africa, and around the world for that matter, have long held great value in the idea of winning an award. Walking away with a trophy, displaying it on the office mantle, adding a logo onto one’s website and including the details in client pitches have forever been the driving forces behind entering industry awards.

‘It’s no secret that everyone, no matter what they say, likes to see at least some recognition for the work they do,’ said Jansen. ‘So, it makes sense for agencies and their teams alike to add award-winning work to their list of goals, but this should not define the work they create or become their overall North Star. In my mind, work should be created to solve a client’s problem, bring forth a shared vision or create real change via collaboration, and if this happens to win an award, that’s a big cherry on the top.’

The Upsides

Winning awards, of course, has many positives. They can assist your business in building credibility in your industry by validating your business model, product or service. A line of well-respected awards also has the ability to demonstrate that your business endeavours have been recognised by experts in the field. Certain award wins can set you apart from your competitors, and standing out holds much more gravity than just attracting new clients, a strong business profile can also assist in securing investment opportunities.

The free exposure garnered via the award ceremony’s public relations efforts doesn’t hurt either but possibly the most valuable result of an award streak is the benefit of assisting in the ability to strengthen a team’s morale and foster a feeling of value and recognition.

‘For DashDigital, it’s all about quality over quantity. We don’t believe in simply entering awards for the sake of it, we hold a few awards very dear and bear these in mind when we are creating work that we believe could have award-winning legs. There is a growing list of awards that one can enter these days, and this tends to dilute the prestige they hold and the impact they create, but if you carefully consider your business goals and understand what your industry sees as most relevant, the right award entries can be hugely valuable.’

The Downsides

As with everything, entering awards come at a cost. And not just the monetary kind, which interestingly enough, can be quite hefty today. The real cost comes as a result of the unbillable hours used to create the entry, which in many cases requires a lot of work.

‘Great award entries are not something that you slap together overnight,’ said Jansen. ‘If you’re really in it for the right reasons, your award entry should be a stellar reflection of your business, your people and the work that you are entering. This obviously takes time and often sees team members taken off other client work to create something that ultimately could not even gain anything. It’s really about weighing up what is more important at the time: crucial client deadlines or the possibility of winning an award.’

The other downside of entering awards, which is often overlooked, is the impact that a loss or lack of nomination has on the team who created the work and played a role in entering it. Losing out on a highly esteemed accolade or suffering a line of losses can have very negative effects on a team’s morale and should be considered when choosing to send that award entry in.

Another negative of losing out on an award is your client’s disappointment. Like agencies, clients value certain awards very highly and when these aren’t secured, relationships can take a knock. ‘It’s therefore crucial that you manage expectations upfront when you enter work done for a certain client. This goes a long way to ensuring everyone is on the same page and that if things don’t go exactly as desired, disappointment is kept to a minimum.’

‘All in all, however, I’m still of the belief that the positives associated with winning the right award far outweigh the negatives, and I can say that the awards we have notched up over the past few years have gone a long way to reaffirming our belief in the great work we produce,’ concluded Jansen.

DASHDIGITAL STUDIO
https://dashdigital.studio/

Ushering In A New Age Of Retail With Robots

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Modern Marketing

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May 2, 2024

Ushering In A New Age Of Retail With Robots — Jacobs used a motion-activated gadget for their latest campaign.

It has become increasingly challenging for companies to produce creative ideas for in-store campaigns and it looks like robots are about to change the game.

The retail robot market is anticipated to grow to $55 billion by 2028. It is a market populated by floor cleaners, inventory managers, data analysers, packers, and shelf talkers – all robots designed to either enhance the way retailers operate or catch the eye of the tired customers as they tramp down the aisle. Zara has adopted an AI-driven robot designed to collect products for customers who opted into click-and-collect, it is quick and efficient, saving both the customer and the business time.

At Stop & Shop in the US, Marty, a robot with googly eyes created by Badger Technologies, wanders the shop floor alerting staff to product shortages and spillages. In South Africa, Jacobs implemented the Tokinomo Shelfobot, that sat behind Jacob’s coffee products and, when a sensor was triggered, started talking to passing shoppers while suggestively holding a product out for them to see. This collaboration unfolded across 20 Checkers Stores, owned by Shoprite, the largest retailer in South Africa, spanning an impressive 18-day period from March 20th to April 7th.

These are all part of the new age of retail, where customer attention is captured by innovative ideas that change the way they shop, and what they purchase. As Corina Mihalache, Partner Success Manager from Tokinomo, creators of the campaign, explained: Marketing needs something new, something beyond wobblers and stickers. Shoppers have developed banner blindness, they don’t even see them, and it has become increasingly important to bring products to life.’

Retail robots aren’t a novelty anymore. They are being used in ingenious ways in stores all over the world, and they’re getting results. The retail store B8ta in California saw a 70% increase in footfall after introducing Papper, an AI-enabled robot that helps people pick out merchandise in-store.

For the Jacobs marketing team, adopting a robot saw a marked increase in value sales thanks to its integration across a variety of malls. At the Roodepoort activation, the firm saw a 78.1% value sales change and 32%-unit sales change compared with the same time a year ago; and at the Tokai Hyperactivation, the campaign saw a 61% increase in value sales and a 39.4% increase in unit sales compared to the previous year.

‘The organic feedback on digital platforms, especially on LinkedIn where customers have actively shared their in-store experiences and engagement, really reinforces the effectiveness it had on our campaign,’ said Domaine Rautenbach, senior brand manager for Jacobs. ‘We used the Tokinomo solution to revolutionise our promotional campaigns and enhance shopper engagement in-store and it’s something we’d definitely try again in the future.’

The customer feedback was exactly what any marketing company would want from its investment into a campaign. Levitating coffee, immediate attention-grabbing and, in the Jacobs case, a solid call to action that kept customers engaged – a chance to win a share of R1 million in prizes. As a customer said, ‘I was impressed by this clever motion-activated gadget.’

The use cases for robots in the retail sector are only set to increase as both customers and brands feel the benefits. While a floor cleaning robot isn’t as exciting as a robotic arm handing over a jar of coffee, it has its place in the retailer of the future. Here, robots can be used to gather data: tracking customer routes around stores, for example, and then using the information to optimise product locations and store layouts for improved profit. They can be used to catch customer attention, guide the consumer to a sale, and improve the shopping experience in multiple ways. And, as it evolves, it can be used to do more than just show the coffee – next time, maybe a nice hot cup served by a robotic arm? See the video here.

JACOBS COFFEE
https://www.jacobscoffee.co.za/

Provantage Pioneers First Globally Recognised PBN Audience Measurement Tool

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Modern Marketing

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May 2, 2024

Provantage Pioneers First Globally Recognised PBN Audience Measurement Tool

Provantage is pioneering the first comprehensive and globally recognised audience measurement tool for Place-Based Networks (PBN) in the South African Out-of-Home (OOH) sector. This is exciting news for brands as they can now measure the actual viewed impressions of OOH media. This differs from other measurement platforms, which traditionally provide measurement based on potential contact or viewable impressions.

Provantage Tracking, or Protrack, employs the internationally proven AllUnite audience measurement technology platform, which provides verifiable audience measurement in the OOH context. This proprietary platform has launched in key Digital Place-Based Network (DPBN) and digital billboard sites, environments in which Provantage has the largest holding in South Africa, and will be extended to additional PBNs including static media in the near future.

Present in over 30 countries, the platform sets a new benchmark by providing accurate, verified data on audience reach, frequency and impact, adhering to international standards and undergoing independent audits for verification. Provantage is the first media company to implement audience measurement in all the major transit hubs, a large footprint of malls within the company’s portfolio and all major airports throughout South Africa.

The Protrack Platform provides verified Visibility Adjusted Contact (VAC) metrics. an international standard in OOH media audience measurement. VAC is commonly used for quantifying audience consumption, revealing the number of people who saw an advertisement, rather than the number of people who could have seen it, measuring the actual viewed impressions of OOH media. This differs from other measurement platforms, which traditionally provide measurement based on potential contact or viewable impressions.

Jacques Du Preez, Provantage CEO, elaborated on the value to advertisers across all divisions, stating: ‘Precise audience measurement remains crucial in delivering verified ROl for our customers. In this regard, real-time access to verified audiences brings unparalleled value to advertisers in the Digital OOH environment. Protrack allows us to create quantifiable strategies based on every audience member’s unique universe.’

AllUnite CEO, Esben Elmoe, added, ‘We are excited to be partnering with one of South Africa’s leading OOH companies. Protrack is a game-changer for advertisers to effectively monitor key marketing metrics in detail to assess the effectiveness of advertising campaigns. The Platform provides in-depth analysis of audience behaviour, allowing brands to display the most relevant adverts at the right time and in the right place.’

Verifiable audience measurement is changing the face of OOH advertising, providing brands with peace of mind that their campaigns are effectively on target. Based on Protrack’s proprietary data, every campaign’s overall effectiveness is quantified by measuring the reach, frequency and impact on every DOOH screen.

Protrack now allows Provantage to provide pre and post-campaign planning and reporting and real-time campaign performance tracking. This empowers Provantage clients to plan and buy space on place-based networks with the same certainty they may have when buying other forms of media such as TV and radio. Provantage will engage with all major media agencies to ensure this dataset gets integrated into automated media buying tools.

Advertisers can now access Protrack to leverage audience data in all Provantage OOH advertising hubs nationwide, including taxi ranks, train stations, bus terminals, malls and airports. With Protrack, data that was formerly effectively invisible has become readily available, providing a quantified understanding of dwell times, frequency of visits and commuter journeys. These are pivotal in maximising OOH portals in these environments and informing the appropriate media in specific location zones.

PROVANTAGE
www.provantage.co.za