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PUBLISHER: you are! Vikesh Roopchand, Cell: 082 576 7345 [email protected] EDITOR: Download your free copy Mark Norris, Cell: 082 850 4929 [email protected] of Nex Media Vikesh Roopchand, Cell: 082 576 7345 [email protected] CONTRIBUTORS: Toby Hone Lauretta Ngakane www.nexmedia.co.za Dumi Maseko Alastair Tempest Shahil Sukuram Nicolas Marini Martin Hill-Wilson Keith Solomon SALES EXECUTIVES: Nigel Lingard, Tel: 011 475 5095 David Wilsnagh, Tel: 011 475 5095 CIRCULATION MANAGER: Sharvina Roopchand, Tel: 011 475 5095 DESIGN & LAYOUT BY Sentient Publishing COVER DESIGNED BY Sentient Publishing PRINTING: Templer Industries Tel: 011 888 5263/5729
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COPYRIGHT © 2013-2014 SENTIENTPUBLISHING. all rights reserved. No part of this publication may be reproduced in any material form or transmitted to any other person without the prior written permission of Sentient Publishing. The copyright in this publication and the material herein (including without limitation the text, artwork, photographs and images) is owned by Sentient Publishing and its licencors. While the information contained in this publication has been presented with all due care, Sentient Publishing does not warrant or represent that the information is free from errors or omission. Sentient Publishing takes no responsibility for the accuracy, currency, reliability and correctness of any information included in the information provided by third parties or for the accuracy, currency reliability and correctness of links or references to information sources (including Internet sites) out of Sentient Publishing. Send details to: [email protected] 1 detailing position, company and mailing address. Nex Media • EXPANDING THE REACH OF NEX MEDIA Expanding the reach of Nex Media
any of you will recently have received the first issue of our Nex Media newsletter. If you did not, drop us a mail and we can add you to the list for future issues. We promise not to overload your mailbox. As a publisher of industry news it is our aim to provide you with Mon-going news. We realise that waiting for the printed magazine to appear once a quarter means that a lot of news comes and goes between issues. The aim of the newsletter is to ensure that the news which happens between printed issues is not overlooked.
Back to the printed issue, this one is filled with all manner of interesting articles. We have also increased the number of news pages. This is encouraging because it means that the magazine is gaining importance and relevance and is seen as making a real contribution to the industry. That said, please continue to send your news, we want to be THE source of information. Once again we are trying to ensure that you have all the relevant and pertinent industry news. On the features side, we have attracted some new contributors, people from the industry who feel that they can make a valuable contribution, not only to the magazine but to the industry in general.
If you have ideas which you would like to share, please feel free to do so. You can write them in a letter or you can write an article. We will read everything that is sent to us. If it is of real value and newsworthy, we will definitely use it and we may even be able to make you famous.
We also use this issue to introduce a new product for the direct marketing industry. Nex Contacts is a list of service providers to those companies who make use of direct marketing in all its various forms. See how we can help you find a supplier if you are in the market for one, or advertise your company to put your name out there if you are offering these types of service. Read the article to find out more about the directory and how it can help you.
In closing, I would like to address the insert which accompanies this magazine. The SA Print Directory is a powerful resource giving you at-a-glance access to print providers and associated suppliers. It has been included with Nex Media at no cost to you, in order to assist you with finding the types of suppliers you need to speak with on a daily basis. Use it in conjunction with the interactive website www.saprintdirectory.co.za to find the right supplier for your needs.
I don’t want to spoil it for you. I hope you enjoy reading the magazine. If you feel inspired send us some of your submissions and see if you can get your name in print.
Till next time
Mark Norris Editor
www.nexmedia.co.za 42 The Entrepreneur Within ...... 20
Creating the ultimate personalised campaign ...... 22
An innovative bank invests in an innovative company ...... 24
Five top trends transforming brand activations ...... 26
Marketing materials from our family to yours ...... 28
Sales and marketing what works best? ...... 30
Editorial ...... 2 Starting the creative process at Paperworld! ...... 32 How important is print to your campaigns? ...... 4 Can magazines survive in the digital age ...... 36
Branding: A commitment not (just) marketing ...... 38
Events Management 101 ...... 40
Taking interactive marketing to the next level ...... 42
Print is dead. Long live print! ...... 44
The biggest (DM) show on earth! Impressions of the annual US DMA On your MARKEX, get set… Go! ...... 47 congress ...... 6
To QR or not to QR What was the question? ...... 9
The case for stepping up: An introspection ...... 14 How do you attract new direct marketing clients? ...... 50
Within five years Call Centres will be run by Marketing ...... 16 Nex News ...... 53
The DMASA and You ...... 19
3 Nex Media • Vol 2 Issue 1 Nex Media • HOW IMPORTANT IS PRINT TO YOUR CAMPAIGNS? How important is print to your campaigns?
As a marketer, whether you are on the design side of the spectrum or on the conceptualisation part of the team, there are times when it becomes unavoidable for you to be drawn into a print-based campaign or, at very least, you work on a campaign that has a print element. www.nexmedia.co.za 4 ow do you decide which printer is best going to be able to meet your prepared to directly print your business cards will be listed. It is made as simple production demands? For many companies they have a printer of choice. as possible for people who do not understand all the technical terms. One printer they turn to for everything. A printer which has always – and will always – handle all of their printing requirements. Hopefully! The Products are organised into over 160 categories allowing users of the directory Hprinting industry is under pressure and many companies are finding it increasingly or website to find exactly what they are looking for. However, the functionality difficult to keep their doors open. of the directory does not end there. From within the website, you can search for your chosen products and then view information on specific printers or service Here is a question for those agencies and marketers who continually use the providers. In addition, you can select to make contact with specific service same printer for everything. Does your printer handle everything or does he providers by e-mail, directly from the website. Alternatively, you can select to produce everything? There is a difference. While your printer may ‘handle’ contact all the service providers within a specific category and receive multiple everything, it is very unlikely that he can produce everything. Consider all your contacts from a single e-mail. printed requirements. Billboards, flyers, business cards, brochures, maybe even packaging elements. There are a plethora of items which you can have printed. For you as the client, what this means is that with one e-mail – per product – you While ‘your’ printer may be able to have some of these items printed he is can expect to receive multiple contacts dedicated to the products you require. certainly not handling everything himself. If you expand the gamut of print to While the directory cannot offer the convenience of using one printer or supplier include such things as embroidery, promotional items with a printed element for all your printing requirements, what it does is to ensure that you only deal or a poster, how much of this can your printer actually produce? with qualified suppliers. You can also decide whether or not you want to deal with a specific printer. It is all very well that your printer outsources some of these elements, but you must also bear in mind that for every element which he outsources, there is a Coming back to the beginning of the article, as a marketer the most important respective loss of control, another player in the process, which extends the value element to you on any campaign is measurability. So, why should you use a chain and also adds to the blame chain if something goes wrong. With each directory when you have no idea of its efficacy? In order to put your mind at added player in the process the cost goes up, whether you realise it or not. So, ease, here are a few statistics regarding the SA Print Directory. what you have to do is balance the convenience of working with a single printer to finding the right printers for your different and varied requirements. The directory is now entering its third year and has seen year-on-year growth with each published edition. The growth has been both in terms of the number You can obviously do your own investigations, search websites, search online of printers and service providers listed, as well as in the number of categories. directories, make numerous phone calls, trust that what you are being told is Not only that, but the number of views on the specific listings has also grown. At factual and then go through the process of putting the various suppliers to the end of its first year a little over 400 000 views were received on the website. the test. At the end of its second year that number has risen to more than 2 million views with requests for quotes running into the thousands. There is another and easier alternative. A simple and easy to use directory, both in printed and interactive online formats, which allows companies searching for The next step is the development of a new website for the directory offering more printers to find suitable and qualified service providers to handle their specific interactivity, greater security and increased functionality. This means that your needs. Qualified refers to the fact that printers, or more correctly speaking, experience of looking for the right service providers will be simpler and easier. suppliers list only the services that they can perform in-house. The SA Print Directory is the only directory of its kind in South Africa. The SA Print Directory has been built on the experience of the team at Sentient Publishing following a close association with the printing industry for over 15 The directory is designed and sorted according to jobs rather than the more years with the total experience of the team amounting to almost 100 years. technical printing terms which printers may be inclined to use. Therefore, if The SA Print Directory is the leading directory of local printers. Have a look for you are looking for business cards for example, only a list of printers who are yourself, visit www.saprintdirectory.co.za
5 Nex Media • Vol 2 Issue 1 Nex Media • THE BIGGEST (DM) SHOW ON EARTH! IMPRESSIONS OF THE ANNUAL US DMA CONGRESS The biggest (DM) show on earth! Impressions of the annual US DMA congress By Lauretta Ngakane
Arial view of Chicago
Each year in October, the American DMA holds a major Congress at a venue in the USA. In 2013, the event was held in Chicago and I attended as Nex Media’s roving correspondent. The 2013 event theme was ‘Big Data. Bright Minds. Best Practices.’
www.nexmedia.co.za 6 ere are my impressions of I must say (apart from not having any SA entrants to cheer on), I was rather disappointed the four days (from Sunday by the Awards ceremony, and I felt that the Assegai Awards event in November last year 13 October to Wednesday 16 was much better. The Echos were, frankly, confusing and rushed. However, the rest of the October). With much anticipation congress made up for that. Whatever expertise in the interactive and direct marketing toH visit my favourite US city, I attended sphere you might be interested in was catered for with sharp-end information and advice. with a group from DMASA, including the three delegates from the SA Post Office, Did I just say ‘interactive and direct marketing’? That’s now outdated – the main direct and the COO of the DMASA, Alastair marketing associations around the world are now either calling themselves ‘marketing Tempest. associations’ or ‘data-driven marketing associations’. The US Data-driven Marketing Association (DMA) points out that ‘data-driven’ explains a whole lot more clearly what this The first thing to say is that the US DMA’s vibrant and very successful business sector is all about. As you will see from the statistics Lauretta Ngakane annual conference remains the biggest for 2013 from Winterberry (below), digital data-driven marketing is vast in the USA with DM show on earth. In the past it was expenditures estimated at over $44 billion! This is perhaps a space that the SA DM vast, bringing in over 10 000 delegates, but like all conferences, the global recession and environment should be taking a closer look into, as data is now considered a major asset the growth of social media as an alternative to physical presence have reduced numbers. and a balance sheet entry in the US. In Chicago 4500 delegates attended and there were over 200 exhibitors in the hall, plus over 200 global leaders speaking and presenting in the various conference rooms. I also spoke to a number of international delegates – and all agreed that data-driven That’s, of course, the great thing about conference centres in the USA – they cater for marketing is on the increase in their countries, often thanks to POPI-style regulations both exhibitions and conferences in multiple rooms. There is, of course, a down-side: it’s which are encouraging far greater sophistication and segmentation of consumers. sometimes frustrating to see two subjects you really wanted to follow covered at the Compliance and best practices were discussed at great length at the gathering. same time – but then the sophisticated social media coverage and the post-conference availability of the presentations is great. In fact, I found quite often that I would see a Finally, if there is one issue that struck me extremely forcefully, it is the growth of the Twitter feed, which deflected me from the presentation I had thought I wanted to see, to a prestige and influence of the chief marketing officer in blue-chip companies. CMOs have completely different presentation with new and exciting ideas. taken over from chief information officer as the arbiters of, and responsible for, the cutting-edge IT software in companies. Therefore, many CMOs are now engineers or IT The sheer size of the buildings and the exhibition means that high-heels were not the right experts who have immersed themselves in marketing expertise. thing to wear! I quickly got some comfortable tennis shoes to ensure that I got from one place to another fast and comfortably. So ladies, my advice if you attend, go comfortably For those interested in the US DMA annual conference 2014, it is being held in San shod! There are also very lively after-conference networking opportunities in town, often Diego, California from 25 to 30 October. (see www.dma14.org). The DMASA can get three or four in an evening. its members discounts to attend. It is important to note that US president, Obama, has stressed to US investors the importance of Africa as the next investment destination. We, On the last official night the US DMA holds its Echo Awards. Winners in our Assegai in SA, should rise to this challenge by ensuring significant participation in the US DMA Awards can enter the Echos at the second (final) level, and in the past we have had some annual congresses. Echo success - sadly in Chicago there was nothing – so come on Assegai Winners, show the global DM business how good we are here in SA! Lauretta Ngakane is Managing Director of myMOBworld, a Johannesburg-based mobile marketing consultancy. lauretta@mymobworld 2013 US Digital Advertising Spending $44.4B $ Billion h Growth over 2012 Search $20.1b h 12.9% Display $17.6b h 35.4% Social Technological & Services $2.4b h 50% Email $2.00 h 11.1% Lead gen & affiliated Services $1.9b h 11.8% Other Mobile $0.35b h 29.6%
7 Nex Media • Vol 2 Issue 1 SUBSCRIBE TO BE INSPIRED AND DON'T MISS OUT ON A SINGLE COPY! Send details to: [email protected] detailing position, company and mailing address.
Nex Media • Vol 2 Issue 1 To QR or not to QR. What was the question? By Nicolas Marini (Part 1 of a 2 part series)
QR Codes have been met with mixed reactions, from delight at the success of QR-based campaigns, to a total dismissal as an ineffective fad. There seem to be few ‘middle of the road’ opinions.
It helps if you know what it is! map, to a secret military code. However, he didn’t stop there. Of those who My apologies to William Shakespeare for mis-quoting one of Hamlet’s most identified the code, only 45 percent could access the required app on their famous dramatic lines as the title, but it seemed appropriate… cellphones – and it took them an average of 45 seconds to do it.
QR Codes have become a familiar item to many of us, but it’s amazing how few So what exactly is a QR Code? people know exactly what they are and how they function; and how often codes The Quick Response Code was originally developed in Japan by Toyota in 1994 are used to create an impact without putting the correct support processes in to track its vehicle parts. QR Codes are small squares, jam-packed with data. place. It’s particularly alarming when those who have no idea of the QR function They are two-dimensional, designed in a matrix style and are able to contain far are the market to which QR campaigns are being targeted. more information than its closest cousin, the USB scannable barcode. Marketing and advertising agencies thought it was a brilliant idea and adopted the concept Sean X Cummings in his article entitled ‘Why the QR Code is failing’ tells how a few years later: it quickly became the fashion in the creative world. QR Codes he hit the streets of San Francisco and asked 300 people to identify the picture appeared all over the place – in newspapers, in magazines, on buses and even he showed them – a QR Code. Of the 300, only 11 percent identified the code on billboards. correctly; the balance of the answers ranged from a 3D picture, to an aerial street
9 Nex Media • Vol 2 Issue 1 Nex Media • TO QR OR NOT TO QR WHAT WAS THE QUESTION?
this article, and it was a wake-up call to how absolutely uncreative agencies and brands have become.’ Another writer, B.L. Ochman points out in Ad Age Digital that ‘codes were deployed poorly in spots where they couldn’t be scanned, like billboards, or perhaps lamest ever, on license plates.’ One wonders what the creative minds were thinking!
Another survey, a more formal, structured one, was undertaken by comScore. More than 14 million mobile users in the USA scanned a QR Code on their mobile device, representing 6,2 percent of the total mobile audience in the USA. A whopping 93,8 percent of the total mobile audience isn’t using QR Codes.
As much as 49,4 percent of the QR Code audience scanned from printed magazine or newspaper and 35,3 percent scanned from product packaging; 58 percent of the QR Code audience scanned from home and 39,4 percent scanned in a retail store. The survey showed QR Code users are stationary/at home/in the office, yet marketers tend to slap QR Codes in high traffic areas with billboards and street-level advertising, as well as on TV and in movie trailers. (Source: Invoke – The Blog) The concept itself is excellent. Scan the QR Code with your smartphone and get led to something of great interest that will entice you to buy, use a service or just The stats can be drilled down even further, as shown in the illustration below. A have your interest piqued as part of a campaign. survey printed by the DMA (US) in 2012 shows the QR response rate is higher in magazines than in any other print medium. A more detailed explanation is offered by Wikipedia: QR Codes (abbreviated from Quick Response Code) are a specific matrix barcode (or two-dimensional code) that is readable by dedicated QR barcode readers and camera telephones. The code primarily consists of black modules arranged in a square pattern on a white background (can be customised, though). The information encoded may be text, an URL or other data and, when scanned by a QR barcode reader or camera phone, it will instruct a user’s device to perform a specific action. These actions can range from simply opening a mobisite or webpage and purchasing a product through to other engaging interactive experiences like gaining access to a venue. Does it work? Surely such a simple concept should have exceptionally high ROI possibilities? Yes, it should – if used correctly and creatively.
However, those who dislike QR Codes support their lack of enthusiasm with lists of failed campaigns, citing the inability to use the concept correctly. Common Ease of technological access denominators in failed campaigns include a lack of: creativity; technology One can understand QR Codes having some success in campaigns relying mainly required to access the required apps on smartphones (few iPhones do have an on some form of print, but billboards (with the exception of Victoria’s Secret!), app as standard); and understanding of the market which the campaign wants on the sides of buses and on car license plates? I don’t know of anyone who to reach. drives through the centre of Sandton, say, with cellphone at the ready – complete with app – just in case they see a QR Code on a billboard. I should imagine few Creativity motorists would be willing to risk their right arms attempting to scan such codes; Many QR Codes are used to drive consumers to a webpage that they could have and even if they did, there would be many willing hawkers ready to relieve them accessed via the advertisement URL. Consumers may therefore, use the QR Code of their seemingly generously-proffered iPhones! In fact, legislation banning the once out of curiosity, but there is no impulse to repeat the action. Also QR Codes use of QR Codes on highways is being considered in the Netherlands; and in that are merely stuck on as an afterthought on printed ads without an exciting Maryland USA, scanning a QR Code while driving is as illegal as texting. call to action that results in the consumer becoming part of the campaign, or winning and exciting prize - actually has the reverse result envisaged by The main problem seems to be the time it takes to download the required app – the agency. supposing that the app is available. In the aforementioned study on the streets of San Francisco, only 45 percent of those who could identify a QR Code were able Of course, once agencies get hold of a ‘new’ marketing concept, it is used so to use it, but when asked to do so, it took an average of 47 seconds for the phone often that it becomes an irritation rather than a result-driven tool. With the to be taken out and the required app to be found. As Cummings points out, it was result that the consumer begins to ignore them. hardly a ‘quick response’, particularly when agencies were placing the codes on moving buses and highway billboards. Aaron Strout, in ‘The Death of the QR Code’, underlines the lack of QR popularity with an interesting observation: ‘…I know that there is research that shows that Take into account also that so few iPhones come equipped with an easily an increasing number of people are “scanning a QR Code,” but what I haven’t accessed app….. been able to find are statistics that show repeat usage.’ He feels we should be asking ourselves why the QR Codes are not as popular as they should be, given In answer to this problem, new technology has been developed, much of which that 50 percent of Americans own smartphones. Lack of creativity is one his five will make QR Codes obsolete. No downloads are required: users just run their main reasons for non-performance. He has tried scanning codes, only to be taken smartphones over the content, which can be read immediately. Software to non-mobile optimised sites, or worse, to a site where he scratched his head developed in Japan, for example, has focused on children learning to read by wondering what the original call-to-action was. Cummings agrees that most of encouraging them to access newspapers. The AR News app gives children with the QR Codes found in current advertising are, in his opinion, ‘an absolute waste smartphones a child-friendly version of the news within specially-marked ‘boxes’. of time. I personally tested over 200 random QR Codes I saw in advertising for Blippar and Touchcode are two more recently-developed, brilliant technologies. www.nexmedia.co.za 10 Strout suggests easier solutions such as SMS short codes, augmented reality Retail 3 – during last year’s New York Fashion Week L’Oreal put QR Codes in apps and mobile apps, arguing that ‘simpler’ is usually more effective. taxis, targeting its market demographics to go to a website featuring how-to videos featuring Yves Saint Laurent and Lancôme beauty products, with an NFC (Near Field Communication) is another option already in use. option to buy. Have QR campaigns made any impact? Some campaigns received ‘Ohhhhhhh YES!’ There are always two sides to a coin, and for every reason why some people vehemently dislike QR Codes (or rather, agencies’ inability to use them creatively to their full potential), you will find just as many admirers of the codes and the campaigns in which they have been used successfully. Some say Yes……. Some highly successful and creative campaigns have used QR Codes as a way of engaging with the market. They have covered an extensive range of products and services, including: instant access to emergency services (Mercedes Benz), where scanning a QR Code in the car gives emergency personnel an essential guide on how to remove people from the vehicle; free music downloads (Mountain Dew/Taco Bell partnership); favourite place restaurants (Google) with small window decals with QR Codes in restaurant windows, generated specifically for that business, with reviews, ratings and other information about that particular establishment. Passers-by scanned the codes to get an idea of where they might want to eat; menu creation – the Café Causette, Hong Kong, launched a mini-burger campaign, inviting diners to use QR Codes to become fans of the hotel on Facebook and vote for the burger they would like to see earn a permanent spot on the café’s menu. It was a fun campaign engaging diners in a menu creation while also building a social media community of fans.
This campaign from Victoria’s Secret received a huge yes! Although the almost nude models with strategically-placed QR Codes would seem to favour the male species, the agency correctly assumed that women would be just as intrigued. It is one of the most successful QR Code campaigns ever.
Pictures similar to these appeared simultaneously on billboards on the sides of buildings, large posters outside subway entrances and easily-accessible posters in other high-traffic areas. When scanned, the underwear would be revealed, along with access to online shopping and a browse through other items.
OK guys – you can stop scanning now!
Some say No…. As mentioned previously, amongst the reasons why QR Codes fail is the lack The most successful QR campaigns are those with a call to action. of direction; users are rarely led to a call-to-action. Instead, they are either Retail 1 – Gillette used ads promoting a new line of razors via QR Codes and linked to the website – which could have been achieved with a simple URL – sexy models. The codes connected users to items of value such as videos, or, as in a couple of the campaigns mentioned below, there was no follow up product reviews and the ability to buy merchandise right from a phone. at all! Retail 2 – Heinz, who used QR Codes with tremendous success in two campaigns – on its new environmentally-friendly ketchup, linking to a green This was the case in Buick’s print advertisement featuring a QR Code. When knowledge competition and to support the Wounded Warrior campaign (consumers could use the code to thank military personnel and send a $1 scanned, the code led the reader to a short video explaining the car’s eAssist donation – they collected over $250 000). technology. BUT, when the video finished, the reader had nowhere else to go.
11 Nex Media • Vol 2 Issue 1 Nex Media • TO QR OR NOT TO QR WHAT WAS THE QUESTION?
That was it. No further information from a linked website, no links to dealers, And then there are some that are just SO ridiculous… scanned, the code led the reader to a short video explaining the car’s eAssist technology. BUT, when the video finished, the reader had nowhere else to go. That was it. No further information from a linked website, no links to dealers, no descriptions of the car itself, no incentives…; Goldman Sachs, the US investment giant, ran a series of print advertisements, each with a QR code. Scanning the code led only to a corporate video – nothing else - a total waste of time and money.
The problem with consulting firm Grant Thornton’s QR print campaign was very …….that the only reaction is unbelieving amazement! For a really basic – the code couldn’t be scanned. The technology was obviously not neither good laugh, go to WTF QR Codes, a Tumblr site that features off-the-wall researched nor understood, as it had so much information on it that the modules campaigns that are so hilariously stupid that you wonder what the agencies became too dense and too small to be scanned. One wonders why it wasn’t were smoking. tested before it went to press…… Someone should mention to the agency that ‘Less is More’, particularly in marketing. Have QR codes made an impact in South Africa? My interest was piqued by Sean X Cumming’s survey on the streets of LA, so I put together a few questions.
Although my survey was a lot smaller (walking around the streets of Johannesburg asking 300 people questions is not exactly the safest thing to do.) and much simpler, the results were very interesting. Either South Africans are more ‘au fait’ with marketing practices, or the type of person questioned was one who would have more of an understanding of consumer campaigns. It’s even more interesting when one considers the relatively low penetration of the smartphone in the South African consumer market.
Some evoke both negative and positive reactions Of the people questioned, 90 percent own a smartphone and of those, only Some QR campaigns evoked a mixed response. Some people loved them, while 45 percent have downloaded a QR Reader app. The ‘repeat’ scan theory was an equal number thought they were a waste of time. supported by the dwindling numbers of those who had last scanned a QR – from 20 percent over six months ago to only five percent in the last month. A McDonald’s placed a QR code on the cups and packets of whopping 45 percent, however, had never scanned a code. Sixty percent of the certain products. Scanning took the user to the product’s respondents noticed QR codes in campaigns; when asked in which medium, nutritional information. 47,37 percent answered ‘magazines’. South Africa is obviously following the trends shown in the DMA (US) illustration earlier in the article. For: Consumers enjoyed the novelty and found the information interesting. Against: Those who found the campaign an irritation To answer the question…to QR or not to QR felt they would have appreciated learning about the I don’t know if there is a definite answer, as the reaction to the codes seems nutritional value before they bought the product. And to be firmly on either side of the fence…very few opinions are sitting on it. surely it would be a once-off novelty – consumers buying the products again wouldn’t bother scanning. If the code is used with intelligence and with an understanding of its role in a campaign – that of a call to action – then there is a future. However, the software development available makes even that future somewhat uncertain.
For those of you who feel they are a waste of time, I leave you with my favourite…
Clever Cupcakes took advantage of the market’s desire for cupcakes and produced a QR code cupcake for a museum in Montreal. They were an instant hit.
For: Subsequent developments on the theme This is from WTF QR Codes, with the caption: ‘Simply climb down on to the include producing cupcakes with QR codes leading tracks, carefully step over the third rail…….Now launch your QR scanner to social Facebook pages with invitations to and…TRAIN!’ Love it! parties etc. Part 2 of the series on QR codes covers the technological advances that Against: As with most fads, poor imitations could make the QR codes obsolete, with a focus on their use in South African abounds. It’s a fad. It’ll pass. campaigns. Opinions from local agencies will feature. www.nexmedia.co.za 12
Nex Media • THE CASE FOR STEPPING UP AN INTROSPECTION The case for stepping up An introspection
South Africa’s GDP growth prospects were revised down to 1.9 percent at the end of 2013. The South African Post Office’s poor business performance for the 2012/13 can also be seen in that context. This is not an effort to explain SAPO’s performance, but to argue how necessary it is for both the company and country to effect some sort of a sustained turnaround in their performances. Of course SAPO feeds into and from the economic fortunes of the country and beyond. The growth of direct mail is critical to turn the fortunes of SAPO around. The Direct Mail Centre has to lead the growth of direct mail usage in integrated communications.
www.nexmedia.co.za 14 In Search of Excellence
The South African Post Office
ail as a communication platform must be made accessible. In the past this was constrained by the fact that SAPO was not is the main event sponsor grasping, nor providing a favourable trading environment for customers – consumers and corporates. Strikes, poor customer Mservices, slow innovation, high turnover of top management are part of a toxic environment that was metered out to customers. The risk of conducting business with SAPO had become too high for customers to a point where they were adversely impacting on the latter customers’ business. The for the Assegai Awards. shrinking mail volumes provides evidence of this.
SAPO has begun to move away from that debilitating attitude. Ours is a mindset and attitude where customers are embraced, rather than being treated with disrespect and scepticism. The paradigm shift is necessary for our business survival and advantage. The Direct Mail Centre (DMC) provides a platform where advertising agencies and corporate clients can bring their direct mail campaign ideas to discuss their viability, ease-of-delivery and cost of mailing.
The 2013 Direct Marketing Conference in Chicago, hosted by the USDMA, pointed to Big Data as the next frontier in the development of the marketing communications. The conference was held at McCormick Place west in Chicago, from 12 – 17 October 2013. The workshops were facilitated by over 200 global marketing leaders and thought leaders from some of the top brands in the world. It is from Big Data where marketing communications solutions can be developed. While we have a base from which to work on Data and Analytics, significant challenges still need to be overcome for the DMC’s Data to resemble what is possible. Big Data has moved the point of marketing from understanding, to predicting consumer behaviour.
The advances in technology and improved access to the internet through Through this sponsorship, smartphones, has made it possible for us to move closer to what is possible, for the DMC team to gauge the development of direct mail in the USA, and the world.
The United States Postal Service was also present, and exhibited its wares it is driving the continuous at the exhibition area. Some of the points that we took away from the interaction with the USPS was the high technological platform that it operates from. It also capitalises on the synergies within the group. For instance, it is able to utilise its faster courier business unit to transport normal mail to the intended destination, if the courier transportation mode can accommodate the additional load. The customer is thus allowed to enjoy search for higher standards a premium service at a normal rate. It also allows the client to ‘test drive’ the premier service. That said, in some areas, SAPO does measure up to the USPS, and that really gave us a level of comfort. We also realised that, as a company we have to step up our game to get maximum benefit from our existing resources. in direct marketing.
The established first world countries continue to grow the usage of direct mail as they have made it more versatile. As technology continues to grow, albeit, at a slow pace, an opportunity exists for SAPO to expand direct mail markets. The commercial opportunity is there for the DMC to grasp and run with. Technology cannot be seen as a threat to conventional direct mail any longer, it has to be seen, and be positioned, as an enabler to the growth of direct mail. The chain of causation moves from Big Data and towards growing direct mail. Nex Media • WITHIN FIVE YEARS CALL CENTRES WILL BE RUN BY MARKETING Within five years call centres will be run by marketing By Martin Hill-Wilson of Brainfood Consulting
This is a whitepaper that begins and ends with the following thought:
Another five years of breakthrough technologies fuelling digitally empowered consumers and brands will have taken us to a new ‘normal’. One likely result of everyone getting much smarter is deep organisational alignment replacing the silos of today. At that point, all customer-facing functions will operate under a single plan and budget. As by far the richest and most influential budget holder, marketing has taken command under the united remit of ‘Customer Engagement’. www.nexmedia.co.za 16 f course, the future remains unknown until it arrives. A simple check of more money in existing customers. The other bets on finding a constant stream of previous forecasts shows how poor even experts are at getting it right. new ones. The former is what everyone goes to conferences to feel uplifted by; So in truth, all we can say is that the future is best described as a series like a good Southern Baptist Sunday morning does for the soul. The latter is what of possible outcomes based on trends already in play. In that sense, is dictated by the governance of annual planning and the assumptions that sit Omarketing ending up in charge of a combined customer engagement team is behind ‘how to make the numbers this year’. one of those possibilities. Here is the evidence as to which belief holds most currency. At a global level And here is why it might become so one day. we invest $500bn in marketing compared with just $9bn in Service. (source: G-force2013). And of that marketing budget, organisations spend just two percent Consumer Evolution on actively maintaining relationships with existing customers (source: Adobe Of all the behavioural changes that are indicative of today’s digitally fuelled Digital Index). Put another way, does anyone actually own the whole customer consumer, I recently came across a benchmark that summarised things perfectly. lifecycle in your organisation? That’s the real proof as to which viewpoint holds supremacy. ‘At the turn of the millennium, companies spent twice as much on IT hardware per employee as consumers spent. By 2008, the two sides had reached parity.’ A recent Forrester report (September 2013) described the CX professionals Source: Accenture Outlook Journal 2012 challenge with the following headline:
This explains the new realities. As of year-end 2013, smartphones enjoyed 60 ‘Build Seamless Experiences Now’ percent+ UK penetration. Meanwhile an Indian-designed tablet broke the £28 Their viewpoint is that all those connected devices allow consumers to adopt price point, suggesting a huge upswing during 2014 for that technology format new patterns of engagement that spread experiences across multiple touch as well. points. However, organisations are so behind the curve that consumers are slowed down and limited in their channel options. All of which degrades the So as consumers, what are we getting up to brand’s value. The answer is to plan and deliver seamless experiences starting once we acquire the tech? with real-time reporting of these new, multi-device, cross-channel customer Lots! With an on-going stream of information from aggregators, peer reviews, journeys. social sharing and, of course, that trusted cohort – friends and family, we now live in a state of on-going re-evaluation throughout the purchasing-consumption- We agree wholeheartedly. support lifecycle. These days finding a better product, a reduced price point or improved quality of service is just a matter of time. Sometimes a matter The ROI of Customer Experience of seconds. Good CX pays dividends of course and can be directly traced to commercial outcomes. A recent report on the top 40 UK retail web sites (source: Foresee It seems we are deeply wedded to this new digital lifestyle. GlobalWebIndex Experience Index Q4 2013) reflects how consumer behaviour rewards CX reports that in every single market it surveys, users would rather give up their investment. It shows that highly satisfied customers are: daily coffee and watching TV before they gave up Facebook. And in all markets, except the US, they would rather give up driving their car. • 63 percent more likely to buy from the retailer online • 51 percent more likely to purchase from them offline That’s how much real-time connectivity has transformed our priorities. • 70 percent more likely to recommend the retailer • 52 percent more likely to return to the site Organisational Remodelling As a result, brands have to be doing something quite extraordinary to have An Amex 2012 Global Customer Service Barometer makes the same point any confidence in their customers’ loyalty. This questions some comforting looking at our behaviour as social customers. assumptions we like to trust in. For instance, is it time to rethink NPS and what we hope it tells us? It could be consumers just answer that type of question so These findings show that social engagement has the effect of encouraging more they can quickly move on without really considering what is being asked. Doesn’t extreme consumer behaviour. The implications go to the heart of this whitepaper. the research we hear about constant customer churn make that very point? Service becomes a driver of brand equity in this new world. A real time tally of No-one really knows. All that is certain is that brands now dance to their goodwill gained or lost. And that is why Marketing needs to be deeply involved customers’ tune. in its management.
And they are taking brands on a merry chase. Transactions and interactions can In the Dance – Service Leads and Marketing Follows be spread across TV, laptop, tablet and smartphone: even via wearable tech But the most interesting point about this opportunity is that marketing must for some early adopters. And that’s before the added complexity of channel also learn to take a back seat. Or put another way, marketers needs to cultivate and media choices are added to the mix. Some prefer live interaction, some the habit of listening before talking. A habit that will take some practice before self-service. Some are wedded to text or voice, a few even to video. Others becoming natural since their current instinct is to conduct an on-going monologue will use a mix depending on need and circumstance. with customers.
No surprises then we’ve invented the language of ‘cross-channel’ and But again, the voice of the customer says this type of messaging is not what ‘omni-channel’ to point beyond the utter failure of traditional point solutions to motivates them to relate to a brand. An extensive JD Powers Survey in Q1 2013 keep up. This has allowed us to describe where we want to get to. Even if the showed that for US consumers at least, their agenda for brand interaction over current generation of research clearly points out that legacy infrastructure and social channels were for service reasons before marketing ones. organisational behaviour is keeping everyone stuck in the past. The author of the report made a telling comment when she reflected, ‘So many This becomes all the more apparent when we look through the re-architecting companies jump to the marketing piece, but consumers are looking more and eyes of CX (customer experience) professionals who map those wiggly customer more to social channels for support’. journeys across the badlands of functional silos. If this is the case, then marketers need to find ways in which to deliver key parts At the centre of the issue is a set of conflicting beliefs that keep organisations of their agenda through the service context. One of which is to generate as much locked into a certain shape and pattern of behaviour. One belief holds there is positive word of mouth as possible, since this holds much greater credibility with
17 Nex Media • Vol 2 Issue 1 Nex Media • WITHIN FIVE YEARS CALL CENTRES WILL BE RUN BY MARKETING
customers than their own efforts. Equally they need to minimise the impact that management helps marketers calibrate their creative instincts and sound more negative word of mouth brings. This on-going challenge is neatly visualised by credible as a result. Mark Smicikias, a Canadian digital strategist. 3. Service triggered stories This last category is possibly the most powerful. It is the one that has the greatest impact on social networks. Particularly on Facebook which is increasingly a jointly-owned space between marketing and service. This is where silo behaviour looks worst and can become tinder for viral escalations.
For instance, every brand’s Facebook timeline runs the risk of having ‘happy’ marketing campaigns underscored by ‘sour’ customer commentary based on a service grievance. In the same physical proximity this is awful and makes the brand look out of touch. It also provokes customers to react even more.
So instead of being at odds, the smart marketer goes looking for service triggered stories. Maybe the ones suggested by customers as innovations or, examples of previous service failures recently fixed by service that are now real opportunities to shout about.
This last point is also of keen interest to customer service who ought to relish the opportunity for some positive PR. marketing sources the back stories of any customers and colleagues, who played their part in spotting and transforming the service failure. They then turn it into a campaign and everyone should end off happy. Customers are more inclined to believe it since the story comes from their space rather than the organisation’s. So, how does marketing end-up in charge? Customer Service is the new marketing When the Cluetrain manifesto first showed up to inspire a generation of fresh Both of these ambitions are big clues as to how close marketing needs to get thinking, it became one of many focal points for operationally with its Service colleagues. re-imagining how brands and customers should be relating. In that same spirit let’s re-examine our own. In today’s world of socially-minded and mobile connected consumers, a brand’s goodwill index can rise and fall across the day with the same volatility as its Another five years of breakthrough technologies fuelling share price. We are slowly waking up to the realisation that this demands digitally empowered consumers and brands will have co-ordinated real-time management to even keep up, let alone get ahead. taken us to a new ‘normal’. One likely result of everyone getting much smarter is deep organisational alignment Bringing one agenda to life replacing the silos of today. At that point, all customer The opportunities for Marketing to take the lead from Service can be put facing functions will operate under a single plan and into three buckets. budget. As by far the richest and most influential budget 1. Customer Inspired Topics holder, Marketing has taken command under the united 2. Expectation Management remit of ‘Customer Engagement’. 3. Service Triggered Stories In this future, all customer facing teams now operate as one team, under No doubt more will emerge as this becomes common practice. But this is more one boss, one mission and one budget. In other words simplification has won than enough to get things moving. Let’s imagine this agenda gets discussed as the day and everyone is brought onto the same page. Implicitly, it has been a result of regular ‘One Agenda’ meetings. In terms of role play, Marketing recognised that customer journeys and customer value need deeply integrated seeks to learn while Service seeks to point out and exemplify. responsiveness. Customer engagement becomes the overarching notion covering all phases of lifecycle management. 1. Customer inspired topics The customer service agenda has always been controlled by the customer. So, who is most likely to rule the roost? We have suggested marketing. Given Their need for service communicates what matters to them. Therefore, the its top table influence and larger budget, it has the advantage. Moreover it is marketing opportunity here, is to review what has been most recently on trend to become more proficient at customer analytics given the much faster discussed and incorporate the recurrent themes into marketing’s editorial adoption of social analytics than speech analytics. agenda. In this way, marketers can move closer to the customer’s own priorities. This approach can transform the perceived relevance of brand But other possibilities will emerge too. Even better of course would be a new communication if undertaken consistently. breed of leader. Someone who is equally skilled in service, sales and marketing. That race remains wide open. 2. Expectation management This opportunity follows the same line of logic. One of the reasons we blank out brand advertising to such an extent is that we have learnt to never take it Martin Hill-Wilson: Brainfood Consulting at face value. Hence the credibility of genuine peer reviews. We trust opinion Martin Hill-Wilson is a long-standing member of the UK customer service that comes from our side of the fence. community. He currently works as an independent under the Brainfood brand with a range of clients focusing on customer related strategy assignments. He If that is the psychology, it should tell marketers how to better pitch the message. also participates as conference speaker, workshop facilitator and blogger in his That could be in crafting classic ‘feature ’n benefit’ descriptions or in developing role of passing on best practice and next generation thinking. Current topics experiential story-telling. Either way, customers can spot curved balls a mile off. include social customer service and the broader issues involved in becoming a Thus sampling customer service commentary as a form of expectation social business. www.nexmedia.co.za 18 The DMASA and You By Alastair Tempest
From the Direct Marketing Association of South Africa
Recently I attended the IT leaders Africa Summit, which was full of IT managers, CIOs and CDOs (Chief Data Operators) – and there we have the link. Direct marketing is rapidly becoming known as data driven marketing. And the Chief Marketing Officers of global Blue Chip companies are overtaking CIOs as the main investors into innovative soft and hardware. Data is, as someone said a couple of years ago, the new global currency. It is an increasingly important part of the equity of brands.
he Direct and Interactive commercial events and so, in addition to holding specialised workshops, Marketing Association of SA master classes and conferences ourselves, we work with other organisations (DMASA) has to represent and support their conferences in exchange for discounts for our members. and be in the forefront of These are announced in our newsletters. The main event we encourage Tdata driven marketing in order to be members to attend, at least once, is the US DMA’s annual conferences of relevance and importance to our which present the sharp-end, new developments in data driven marketing. 460 members. We have therefore, improved communications to our These best practices together with the Assegai Awards for interactive and members with newsletters and our direct marketing provide members with a sort of ‘stamp of approval’. Members website (under improvement as I represent best practices, and, increasingly, large clients ask that their suppliers write), as well as entering into are DMASA members. social media with Facebook (www.facebook.com/Direct We are now looking at a consumer pledge or trust mark for e-commerce as that MarketingAssociation grows in SA. This will be based on the new European e-commerce and mail order SouthernAfrica) and LinkedIn. association (EMOTA) trust mark. We need to learn from others and not re-invent the wheel. However, our main objective, of course, is representing the interactive and direct marketing (IDM) sector with government, and increasingly, concentrating Again adding value to members, we are also revisiting our creative/ROI awards, on best practices with codes and all the infrastructure that supports best practice, the Assegais. These awards have grown steadily over the years and will now be including a complaints phone line for consumers and trying – usually successfully marketed actively and linked to international awards. As our international judge, – to mediate between consumer complaints and our members. Joost van Nispen, said, South Africa creativity and effective campaigns are some of the best in the world, we need proudly to encourage and promote that fact. South African legislators, like legislators in many other countries, are moving We are preparing case studies of post winners with the Universities of Pretoria towards what is sometimes known as ‘soft law’, whereby a regulator will agree and Johannesburg, which will be issued soon. an industry code, so long as it is adequately policed, and then apply it to members of the sector association and non-members non-discriminately. We see this We are also working with the universities on high level research into interactive model in the CPA and POPI laws. The end result is sector-specific codes which and direct marketing – which is presently lacking. We are also working with the save companies from being hauled up and fined by the regulator, with all the bad national educational bodies (SAQA, SSETA and NQTO) and with our colleagues publicity which that entails. We can wash our dirty linen behind the association’s in other advertising and marketing associations to improve marketing education closed doors, and only in very serious or unco-operative cases will the issue be and training in SA. Not only do we need to improve marketing education in escalated to the Regulator. universities (there are only three which offer IDM as a serious element in their courses!) and FETS, we also need to ensure that young recruits to marketing can Our 'Do Not Contact' (DNC) list remains vital to members, to clean their follow professional requirements to further their careers across the marketing lead-generation lists for campaigns and dedupe consumers who absolutely do spectrum, from direct marketing to advertising to market research and PR, etc. not wish to be contacted. Not only does this follow the CPA opt-out requirement, but it saves members from having to face furious consumers who want to be Interactive and direct/data driven marketing deserves to be considered as a left alone – with wasteful calls which tie up the call centre or which get the profession. We need to be proud of our business and of the disciplines that are company bad reviews in social media. Even with the implementation early required (from analytics to ROI to creative, etc.). With pride comes a deeper next year of the POPI Act, the DNC will remain essential. understanding of the need for best practices to attract and retain our customers. This is what the DMASA stands for today. The DMASA recognises that we cannot (and should not) compete with
19 Nex Media • Vol 2 Issue 1 Nex Media • THE ENTREPRENEUR WITHIN The Entrepreneur Within by Vikesh Roopchand
There has been a lot of debate, especially in the academic circles, regarding entrepreneurship. Are successful entrepreneurs born, a product of their environment, is it something that can be taught or studied or are they just lucky? The answer is probably all of the above. One thing is certain though, successful entrepreneurs display a number of similar behaviours and traits. Examples of these traits include being resilient, passionate, decisive, flexible, fearless and self-belief (locus of control) etc.
o, logic follows that you can still become a successful entrepreneur to achieve success, not just in business but also in life. by behaving like one, even if you were not born with the traits. In order to be successful in this industry, one would need to know One very simple but crucial behaviour mentioned above is locus of control. more than just the technicalities of direct marketing, media and Simply put, this is the belief of the degree of control that an individual has Sadvertising. You also need to follow the behaviours of successful people over the direction of their lives. Human beings generally fall into one of two
www.nexmedia.co.za 20
categories, these being internal or external locus of control. External locus of control is where one believes that everything that happens to them in life is due to faith, luck or a preordained plan. They believe that external factors control all of their lives. Internal locus of control is where the individual believes that they are in control of their own destiny and their actions or lack In a world of increasing competition and thereof will determine their success or failure. Successful entrepreneurs have a high internal locus of control and they believe that they are masters of their increasingly sophisticated consumers, own destiny. As much as they persevere for success, they realise that they are Company profits are dependent on also responsible for their shortcomings. If the circumstances are not in their finding ways to keep and grow control, they realise that any resulting success or failure is not a result of their actions. The positive of having a high internal locus of control is that it drives existing customers! the individual to achieve success, regardless of external factors.
Leaders with a high locus of control tend to demonstrate a participative Do you management style. This is where entrepreneurs are able to relate their need to vision and inspire all around them to take an active role in the organisation’s ? decision making process. These entrepreneurs possess an enquiring mind and constantly need to Verify that an address exists investigate and learn more about the world around them; these people value information. These individuals adopt the role of linking the organisation’s internal networks with external sources of information. This is also known as boundary spanning.
Entrepreneurs with a high internal locus of control are naturally positive thinkers. They focus on what will yield positive results in their lives. One needs to have a healthy dose of positive thinking to survive the times when Link a PO Box number to an address things go wrong, and as most entrepreneurs will tell you, things do and will go wrong very often.
Being very goal-orientated and focused on the task at hand is characteristic of such an entrepreneur. However, this can become a drawback as they can sometimes appear to be brash and impatient which leaves the people around them feeling bitter or hurt at times. This internal locus of control is then Confirm a person uses an address misconstrued as a sign of arrogance. The positives, however, far outweigh the negatives.
With internal locus of control being such an integral part of developing your entrepreneurial traits, it makes good sense to work on and achieve these characteristics. Validate other contact details or find your lost customers To get started, here are four key steps that you can implement in your life today: • Set clear goals. • Increase your self-confidence • Improve your decision making skills • Steer your mind in a positive direction
So how does this all work? In order to grow, cultivate or improve your locus Obtain an alternative address or phone number of control, one would need to set clear goals. Goal setting is the process of deciding what you want to accomplish in your life and devising a plan to achieve these aspirations. The goals should be SMART i.e. Specific, Measurable, Attainable, Relevant, and Time-Bound.
Achieving these goals will increase your self-confidence and improve your decision making skills as well. Believing in yourself and your abilities will Profile your existing customers and find new prospects enhance and cement this process.
Inertia, which is the resistance to change, is an enemy to your success. It is easy to naturally think negative thoughts. You become what you think. Control your thoughts. Like any habit, this can be learned. Always pay attention to your mind and your actions and steer these in a positive direction.
So, one can learn to become a successful entrepreneur regardless of your Look no further. We have been doing it current circumstances and this starts from within. In the words of well-known since 1989 - 24 years. Why not give us a try? philosopher and poet, Ralph Waldo Emerson, ‘The only person you are destined to become is the person you decide to be’. Direct Marketing & Contact Data Specialists www.intimatedata.co.za +27 21 7015152 Nex Media • CREATING THE ULTIMATE PERSONALISED CAMPAIGN Creating the ultimate personalised campaign
Ren-Form partners with Bytes Document Solutions to develop automated e-fulfilment solution for City & Guilds
Antonie Heyneke, Bytes Document Solutions with Erika Hearnshaw of Ren-Form
hen global education provider City & Guilds turned to long-term completes a City & Guilds vocational course and is approved for certification, local print partner Ren-Form for a solution that would speed up their information is recorded and sent from the UK head office to Ren-Form the delivery of certificates to learners in South Africa and other for processing. countries on the continent, Ren-Form asked Bytes Document WSolutions to help script the Ren-Form devised solution for its recently purchased ‘Last year, we bought the first Xerox iGen 150 digital press in Africa from Bytes Xerox iGen 150 digital press that would enable the company to meet City & Document Solutions so that we could better service the South African market Guilds’ requirement. and, in particular, variable data customers and education providers like City & Guilds, which has more than 10 000 education training centres throughout the ‘Ren-Form has a strong relationship with City & Guilds,’ said Erika Hearnshaw, world, and thousands of students in South Africa and across the continent.’ digital marketing manager, Ren-Form. ‘When a learner in South Africa www.nexmedia.co.za 22 Grant Martin and Johan Basson of Bytes Document Solutions with Tommy Du Sart of Ren-Form and Charl Vogel of Bytes Document Solutions with a 3D model of the iGen 150 digital colour production press.
Shortly after the purchase of the new digital press – one of the most productive create a log file for custom uploading into a third-party system. There is no digital cut-sheet colour presses available in the market today – City & Guilds out-of-the box software application or solution that would do all of this started making inquiries with various printers about a possible solution that without custom scripting.’ would get certificates to its customers more quickly and securely. ‘With Ren-Form, we have been able to cut delivery time by ten days,’ said Carroll. ‘When our South African learners told us they needed to get their certificates ‘Having an end-to-end service in South Africa means we no longer need to send delivered faster, we started looking for a new way to do this,’ said Sean Carroll, certificates from the UK, which reduces overhead spend, enables us to better operations business analyst at City & Guilds in the UK. ‘The main challenge was serve our customers and reduces our carbon footprint.’ building a solution that would allow us to deliver files to Ren-Form every day, while also improving on the existing print, pack and despatch process. We The solution has completely changed how City & Guild certificates are printed approached a number of other digital printers, but Ren-Form stood out by and despatched in South Africa and other African countries. City & Guilds awards immediately taking on what was a complex technical challenge.’ two million certificates to learners around the world every year and anything that can be done to simplify the process and minimise the wait time for its customers Bytes Document Solutions was brought in to script the Ren-Form initiated is a boon. solution on the iGen 150, hence meeting the bespoke City & Guilds’ request on the production system side. Hearnshaw had investigated a similar solution ‘The main benefit for learners is that they get their certificates faster,’ added several years ago without success, because the requirements had been too Carroll. ‘Many need proof of completing their courses for employment, so the sophisticated for the technology available at the time. reduced wait time has an impact on their lives. Given that it is working so well, we will be looking at processing results from other countries here too into ‘We bought the Xerox iGen 150 because of its remarkable quality and the future.’ productivity, and its workflow capabilities. I knew that if we could formulate a script to drive our solution, we could get the iGen 150 to automate the entire Ren-Form now receives batches of between 20 000 and 30 000 student results process for City & Guilds,’ said Hearnshaw. from City & Guilds, converts that data, sorts it, prints certificates, puts them into envelopes, scans barcodes, generates waybills, and dispatches the envelopes She asked Antonie Heyneke, hosted services and solutions development manager directly from the iGen 150, all with limited human intervention. at Bytes Document Solutions, to assist in making this ‘architecture’ a reality by writing a script to sort the various print files in sequence for packing and delivery. ‘The result is that the certificate error rate is down by more than 40 percent, with ‘We added tray selections to print the delivery notes, and we worked with DHL every spoilt certificate accounted for, which is a critical security requirement,’ and Postnet to create a log file to control label printing and delivery,’ said Hearnshaw. ‘In addition, we provide City & Guilds with detailed reports that Hearnshaw explained. answer any questions they may have on the entire process. It’s a completely automated data-driven solution that we are looking to offer to other international The difficulty with combining files is that in a normal print run you would have to companies. Our partnership with Bytes Document Solutions is a vital part of our choose one specific stock. ‘What is unique about this solution is that it combines strategy moving forward. We’re aiming to build more and more bespoke solutions files and incorporates three different paper stocks, which is quite remarkable,’ for customers in the education and communication sectors.’ said Heyneke. ‘On top of that, Erika requested that Bytes Document Solutions
23 Nex Media • Vol 2 Issue 1 Nex Media • AN INNOVATIVE BANK INVESTS IN AN INNOVATIVE COMPANY An innovative bank invests in an innovative company
FirstRand’s Vumela Enterprise Development Fund has invested in online software company, Prefix Technologies, a move which could create over 120 new jobs and enable Prefix to expand in South Africa and other emerging markets.
refix Technologies’ web-based platform, Everlytic, is South Africa’s leading e-mail, mobile and social communications platform. It currently has offices in Johannesburg, Cape Town and Kenya, and is online in eight different countries. Similarly to First National Bank (FNB), it strives to do things Pdifferently through its product, support system and educating clients and non-clients around the field of digital marketing.
‘Our support is based on the belief that emerging businesses have an important role to play in economic growth and job creation. FNB Commercial Banking actively works with investees to ensure these businesses achieve their objective of sustainable growth. We believe that the new investment will better position Prefix Technologies to expand its footprint into new markets in and outside of South Africa,’ said Heather Lowe, head of enterprise development at FNB.
‘This investment is a validation of what Everlytic stands for, which is innovation, the same spirit that saw FNB recognised as the World’s Most Innovative Bank in 2012. So, if you look at the two companies and their values, they’re pretty similar. Ultimately it’s all about doing things differently,’ said Everlytic’s former digital marketing manager, Philani Mdingi.
To meet the requirements of the Vumela Enterprise Development Fund, Prefix Technologies had to undergo a rigorous fund investment process and due diligence, including multiple stages of review and approval.
Richard Rose, investment officer at Edge Growth (Fund Managers of Vumela in alliance with FNB), said, ‘Everlytic represents exactly the type of SME that Vumela was originally set up to invest in. It has the potential for very strong growth and, consequently, the ability to create a lot of much-needed employment for South Africans. The Vumela team was impressed by the solution, but more importantly by the drive and professionalism of the team behind it. We fully look forward to working with Everlytic to achieve its vision for South Africa and other emerging markets.”
As FNB did and is doing, Everlytic has commissioned itself to be a cut above the rest. ‘We believe that we have found the perfect partner that not only enables us financially but shares our vision to make a meaningful difference in the world,’ said Walter Penfold, Everlytic’s MD.
www.nexmedia.co.za 24 James - 1956
You wouldn’t invest in something you’ve never tried
Since 2008, First National Bank (FNB) have been using Everlytic’s cloud marketing software to communicate with their customers and have praised the product for its excellent functionality, reporting and built-in analytics. It’s no wonder they invested in us.
www.everlytic.co.za Nex Media • FIVE TOP TRENDS TRANSFORMING BRAND ACTIVATIONS Five top trends transforming brand activations By Gil Oved – Group co-CEO of The Creative Counsel
The last VW Citi Golf became a celebrity in its own right.
The world of brand activations is ever-evolving as direct consumer engagement and mass personalisation become an absolute necessity for how brands touch consumers in this critical part of the shopper marketing journey. Modern consumers will no longer be talked at or down to. They have become active participants on this journey with brands. Being passive receivers ended with the onset of social media, and consumers are looking to brands to find meaningful ways to involve them. www.nexmedia.co.za 26 Gil Oved Group co-CEO of The Creative Counsel
he activations and promotions industry has had to keep up with the step-change tour, coast-to-coast, giving consumers the opportunity to write their goodbye messages in consumer demands. Given that this is such a high-touch part of the path to on the last, much loved vehicle. The Citi Golf became the goodbye card that allowed purchase, choosing to not evolve or identify the changing needs of consumers consumers to create and share their memorable stories of an iconic South African vehicle. could have negative effects on brands. T This trend has gained much momentum since then and is now becoming the hallmark of Here are the five trends transforming the market: engaging consumers in today’s market. You make the canvas and then let consumers go wild, you will be surprised how creative and expressive consumers can be when they are Activations 3600 given the opportunity. The lines have completely blurred and activations are above-the-line, below-the-line, through-the-line and in the cloud creating a complete 360° revolution. In the past, Activations creating content activations relied on being in a specific space, at a specific time, using a specific set of This trend is a natural extension of brands finding meaningful, heartfelt and relevant mediums. But things have drastically changed – liberating the ideation of activations. human truths. Through activations, consumers are able to create content by documenting their experiences with brands. The go-pro camera is a great example of how consumers The ideas are medium agnostic, aren’t defined by traditional spaces or even times and a view the world - from their point of view, not the brands. In a world where consumers are growing trend is that most consumers don’t have to actually be present at the physical journalists, opinion leaders, influencers, activists, photographers, creatives and everything point of the activation to experience the product or service. ‘Brand amplification’ is the buzz in between – not giving them a voice is a flawed strategy. word, and if the idea engages consumers in a meaningful way – they will amplify for you. The personalised Coca Cola name campaign lived on all platforms, and consumers drove it. Dela, a funeral insurance company in the Netherlands used activation-led content to drive their campaign of ‘Why wait until it’s too late? Say something wonderful today’ Emotion-led transacting http://www.youtube.com/watch?v=BHJvuwZdlZ4. The campaign captured real and Brands have to introspect and interrogate how they are relevant to consumers and seek heart-warming activation content, populated traditional mediums such as print, billboards, out real human truths. Studies have shown how emotional attachment plays a pivotal role street poles and bus shelters, as well as alternative media like digital and social, allowing in the customer purchase decision. Human truths are more about pushing loyalty than a consumers to experience the 3600 campaigns that they created. once off purchase. Brands have to demonstrate real value for consumers, show that they understand them, and care beyond the sale of products and services. Co-creation activation Co-creations form a true partnership between brand and consumer. When given the right Human truths are powerful behavioural fundamentals that transcend many of the common tools, consumers come up with the most creative ideas. YouTube’s overwhelming success marketing and communication models. For example, all mothers are driven to see their is partly because consumers want to play an active role in creating content. Many brands children succeed regardless of what LSM they happen to be classified in. It may sound have chosen to invite customers to send in ideas for adverts, name products, define cliché, but in a world that changes as fast as ours does, you need to build on something flavours and, brands ensure the winning ideas are brought to life. Active versus passive that generally stays constant. is the new benchmark, and active always wins in a world where the only guaranteed consumer norm is selective attention. Story making versus story telling Story making is innovation as defined by the consumers. They want to create their own The trends above are all interlinked, much like the life of the brand is now more married stories and share them within their communities. The consumer will tell the story of how than ever to the life of the consumer. The world is more dynamic and fluid than it has ever the brands impact their lives, and influence others on your behalf. been, with minute-by-minute changes – use activation to be the real face of the brand. Speak with the consumer, touch their lives and let them tell their stories. The brands which When VW announced it would be rolling the last Citi Golf off the production line, the shout loudest may find themselves more hoarse than profitable in the future but the brands farewell journey transitioned into a consumer story. The last Citi Golf went on a national that share, collaborate and empower consumers have a bright future ahead.
27 Nex Media • Vol 2 Issue 1 Nex Media • MARKETING MATERIALS FROM OUR FAMILY TO YOURS Marketing materials from our family to yours
Brian and Petro du Plessis Kevin du Plessis at the Konica Minolta Bizhub press When planning and implementing a marketing campaign, it is essential to include all possible avenues. In these technologically advanced times, it is often the older and more conventional marketing channels which are overlooked. Print is just such a channel. arketers often realise that they need to include printing in their be true, however, what you gain in capabilities you can often lose in extended arsenal when a campaign, which should have worked, seems turnaround times. to come unstuck. However, this often creates another dilemma – finding the right printer for the work they need printed. To the There is another option, select a company which is small enough and dedicated Muninitiated, all printing is the same and all printers are capable of producing to customer service but at the same time with the right range of equipment to all printed work. This is not the case. While many of them may quote you on meet your production requirements. One such company is D.P. Print situated a particular job, it is not always guaranteed that the printer you select will in Florida on the West Rand. A family-owned and run business, D.P. Print has be the one producing your work. established a reputation for providing top-quality work with the shortest possible turnaround times. Established by Brian Du Plessis in 2007, D.P. Print specialises You can select a large printing company based on the belief that a large company in the production of marketing materials and gimmicks to assist marketers with will naturally have all the equipment and know-how to produce a wide range of their campaigns. different types of work without having to outsource anything. Usually this would
www.nexmedia.co.za 28 D.P. Print offers clients a depth of knowledge and expertise combined with the personal touch. Brian has been in the printing industry for many years and knows how to interpret a client’s brief and turn it into the job which the client envisioned. In addition, clients can expect to receive the personal touch when dealing with D.P. Print, whether booking a job in with Brian, talking to the printer – Brian Jnr or to the graphic designer, Kevin – Brian’s younger son. Even accounts queries are handled by a member of the family, Petro – Brian’s wife.
While the production portfolio includes the normal and standard types of print jobs, D.P. Print includes some of the more unusual range of marketing items such bunting, wobblers, shelf talkers and presentation boxes, in its production capabilities. Other more conventional products include annual reports, brochures, calendars, business cards, menus, folders and notepads among many others.
D.P. Print is not your usual small- to medium-sized printer. Due to its rapidly developing reputation for fast production of quality work, the company has seen almost unprecedented growth. This has seen it adding more printing capabilities and production capacity. While the company started out with a Heidelberg MO press, it soon became apparent that this would not provide sufficient capacity to meet the needs of its expanding customer base.
The next step was the addition of computer-to-plate to remove an outsourced process for platemaking. Thereafter came the addition of a five-colour Heidelberg Speedmaster 74 press providing a larger print area and more capacity. This replaced the original MO. The next acquisition was a five-colour Heidelberg Speedmaster 102 press with coating unit, giving D.P. Print faster output speeds and increased production capabilities in the A1 format. Along with the installation of the larger format press, went the installation of a Screen PlateRite A1 format computer-to-plate system.
Brian Snr’s philosophy is to stick with the best quality he can find, in the belief that quality produces quality. It is for this reason that he remains loyal to all his suppliers and more specifically, to the Heidelberg range of printing presses and Screen platesetters.
However, at a time when many printers were experiencing shortening print runs and loss of business to digital printing, D.P. Print continued to attract new clients. Brian Snr attributes this to the fact that the company refuses to compromise on meeting customer requirements, whether for fast turnaround or highest quality.
Customers’ requirements form the basis for many of the purchasing decisions taken by the company. The same was true of the decision to install a Konica Minolta Bizhub C6000 digital production press in order to meet the needs of those customers who need even shorter runs for their full-colour marketing requirements. This machine can handle a wide range of printing applications from A5 up to A3 in full-colour on a range of substrates from lightweight papers through to mid-range boards. This is the second Bizhub which Brian has installed, continuing the theme of staying with quality and what works.
So, if you feel that your next print-based marketing campaign could do with a more dedicated approach from a company where hands-on is important and customer-satisfaction is guaranteed, then contact D.P. Print and try a printer which cares as much about your job as you do. Nex Media • SALES AND MARKETING WHAT WORKS BEST? Sales and marketing what works best? By Toby Hone
In my line of work, I have been involved in assisting hundreds of clients in different industries carrying out business-to-business sales and marketing activities through a variety of techniques and communication channels and this gives me a unique perspective on what actually generates the best results.
www.nexmedia.co.za 30 Mass vs Personal Once off vs Repeat One of the biggest misconceptions is that bigger is better and, from my Some of the best clients I have seen captured have been two to three years after experiences, this is certainly not the case. Companies have assisted software the initial introduction. Too many clients have a one-touch mentality when it is clients with campaigns targeting IT decision-makers and managers, and identified well known that it takes more than one contact with a prospect to earn their over 1500 potential prospects. Rather than send out a bulk communication, the trust, understand their pain points, how you can help remedy these and clients sent small batches of 50 personalised communications out each day via ultimately convert them into a customer. It is essential that a multiple contact a mail merge testing different subject lines and small changes in content. The approach is adopted as this will always lead to better results – I have seen this result was 10 – 15 direct, interested responses a day with 50 percent of these over and over and the best results are always achieved through multiple contacts. being converted to appointments, and 50 percent of those leading to sales. When compared to campaigns that havebeen carried out, targeting tens of thousands of Many vs Single people, this personalised communication approach far surpassed expectations. Another common mistake I see my clients make is to target one specific decision-maker within an organisation. That is the classic scenario of ‘putting all Longer vs Shorter your eggs in one basket’. If the person you contact is struggling to hit year-end I have seen too many clients that have been mandated by a decision-maker, or in targets, or is on leave, chances are your communication will either not be heard, some instances, decide themselves that they have to get a communication out in understood or will be overlooked. So, why not contact multiple people in the a very short amount of time. The result is a poorly designed message that gets organisation? This is especially true in larger companies where there are different pushed out with no testing on what reaps the best results. Additionally, little or decision-makers in different divisions, each with their own goals. If your chosen no thought is put into who is being targeted and, after the campaign is done, the contact person doesn’t have an immediate need, that is not to say one of the client wonders why? In short, they said the wrong thing to the wrong people. other divisions doesn’t have a need.
One of the bigger exercises carried out for a large financial IT company was By trying one or more of these profiling its existing database of clients against the database of the service simple tips in your sales and mar- provider database. The service provider was able to identify which broad keting activities you are sure industry segments the client was currently servicing, which decision-makers it to reap the rewards. typically dealt with, what size these companies were, their geographic footprint, etc. The company was then able to identify a database of prospects that most closely matched its ‘sweetspot’ along with who it should be contacting in those companies. The planning and analytics stages took a few weeks but the results About the Author were incredibly powerful as both sales and marketing activities could be directed Toby Hone is the managing to the correct decision-makers and this had a huge effect on the bottom line as member of AfriSeek.com prospects were warmed up with relevant marketing messages, and the sales [email protected] teams could follow these up and convert leads into deals. The important thing was taking time to understand who the client wanted to target and with what message. Toby Hone
31 Nex Media • Vol 2 Issue 1 Nex Media • STARTING THE CREATIVE PROCESS AT PAPERWORLD Starting the creative process at Paperworld Paper is something which we take for granted. It forms part of our everyday lives and we often think of it in terms of a commodity and very seldom give any more serious thought to it than that. However, paper is a basic part of our daily lives, whether we like it or not. It is surprising therefore, that we do not assign more importance to it.
aper has a myriad uses, and paper manufacturers and merchants spend to view paper in all its forms and then be able to specify that paper for future a lot of time, money and effort creating paper swatches to explain the products. characteristics and specifications of different papers to designers and printers. However, all too often the information is not understood or Paperworld is an annual exhibition held at the Frankfurter Messe in Frankfurt Putilised when it comes to the creation of the next printed item. One way of Am Main, Germany. This year’s event was held between 25 and 28 January and addressing this is to physically show the paper and its uses in a practical and as usual ran concurrently with Creativeworld and Christmasworld. One ticket tactile manner. Paperworld, the international trade fair for paper, office supplies provided access to all three shows and also gave attendees free access to public and stationery held in Frankfurt offers the ideal opportunity for the end user transport in and around Frankfurt.
www.nexmedia.co.za 32 This is the largest international exhibition serving this sector and has resulted Papierwaren, Paper & Design and Zöllner Weithoff, while exhibitors in the in the creation of a raft of regional shows in other parts of the world, operating writing utensils sector included Caran d’Ache, Lyra and Online Schreibgeräte. In under the banner of, or with the assistance of Paperworld. the office supplies sector including writing pads, letter paper, envelopes, film, labels, book-format calendars and organisers. The exhibitors included some Paperworld 2014 attracted more than 1400 exhibitors and more than 6500 visitors of the best-known names internationally. These included Casio, Exacompta- who came to view all the various uses of paper including different display and Clairefontaine, Fellowes, Hailo, HSM, Ideal, Krug und Priester, Olympia, sales techniques for paper-based products. Said Paperworld director Michael Sigel, Tesa and Trodat. Reichhold, ‘At Paperworld 2014, visitors saw a range of products unparalleled in terms of breadth and depth. All segments of the paper, office supplies and Paperworld is not only an exhibition of paper and related products, it also offers a stationery business were represented and offered a host of new ideas and complementary programme designed to enhance the experience of the visitor and inspiration at the beginning of the new year. This is important in the interest of illustrate the latest trends at work in the world of paper. strengthening the retail trade.’ The Paperworld Trends Show was aimed primarily at the retail market and Exhibitors at Paperworld included many of the market-leading companies in the offered visitors ideas and concepts and product trends for their shops. Three paper, stationery and office products sectors. Paper also plays a major role in specific trends were identified by style agency bora.herke.palmisano namely the educational sector and as such there was a dedicated section for the school College Refinement, Gentle Time Out and Fabulous Delight. Each one uses and educational market. Exhibitors in the school-article sector included Paxos, different colours, patterns and styles to create its specific atmosphere. The Undercover, Safta and the Academy Group. The focus of this sector was exercise experts from the style agency provided interested visitors with a guided tour books, pads, satchels and pencils, as well as handicraft paper, stickers and of the trend worlds and presented lectures explaining the impact and creative sets. implementation of the trends. Visitors were invited to take a Trend Brochure and could also take part in a daily draw. Exhibitors in the napkin and gift wrapping sector included Braun & Company
33 Nex Media • Vol 2 Issue 1 Nex Media • STARTING THE CREATIVE PROCESS AT PAPERWORLD
Another show at Paperworld was the Mr Books and Mrs Paper show where book Fair took place early in January and attracted more than 200 exhibitors and over dealers were able to find inspiration from a wide variety of ideas and in-shop 19 000 visitors. This show is organised by Messe Frankfurt in collaboration with presentations. In addition to the presentation of ideas, the curator of the special the Hong Kong Trade Development Council. show, Angelika Niesrath, provided guided tours through the exhibition twice a day. The next event to be staged was the Skrepka Expo powered by Paperworld which took place late in February in Moscow, Russia. This is also jointly organised by An important aspect of the show was that new companies were given the Messe Frankfurt in association with Skrepka Expo Project. opportunity to present their products to the international visitors through the Promotional Area for Young Innovative Companies sponsored by the Federal Paperworld Middle East took place from 4 to 6 March in Dubai and is the only Ministry of Economics and Technology. This valuable sponsorship offered show for paper, office supplies and stationery, gifts, school articles and arts and companies which were too small or young the opportunity to be part of the crafts in the region. The show has grown and is expected to exceed the 268 exhibition. This acts as a launching pad for many of these companies giving exhibitors at last year’s event. Exhibitors from 36 different countries attended the them the boost they need. expo and the number of visitors is again expected to exceed last year’s figure of more than 5700 from 103 countries. Paperworld has spawned a number of regional shows including the Hong Kong International Stationery Fair, Paperworld China, Paperworld Middle East and When you actually consider the plethora of uses of paper, it is quite astounding Skrepka Expo powered by Paperworld. The Hong Kong International Stationery and a visit to Paperworld can prove to be a real eye-opener.
www.nexmedia.co.za 34 .za for mo re.co re inf ent orm ailc atio tm n rec .di ww it w Vis FAT FREE direct mail
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DIRECT MAIL is still the most cost-effective
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without all the “FATTY” frills — and yet getting the response you’re looking for to increase your ROI. line tom bot ealthy towards a h Nex Media • CAN MAGAZINES SURVIVE IN THE DIGITAL AGE? Can magazines survive in the digital age? By Keith Solomon
The word ‘magazine’ comes from the 16th century Arabic term makzin or makzan, which means storehouse – hence its use in military parlance. www.nexmedia.co.za 36 couple of months ago, in Johannesburg, I received the very last printed Editing copy of that iconic pink newspaper, The Financial Times. Why? Because Editing is another plus involved in online publishing. For the most part, editing on 24 July, the newspaper closed it’s printing at Caxton’s print site in should and does occur before the new issue goes online. However, we’ve all AJohannesburg. I was asked to continue reading the on-line version. come across several typos in print documents of any kind that weren’t caught before the publication was sent off to the printer. In online publishing, there is no The printed edition sold a mere 1400 copies which is a significant decline ‘final’ product. Errors can be corrected in a matter of minutes (or seconds even). during recent years and reflects the decline in circulation experienced by many publications. Time An online publication also requires constant upkeep even in-between issues. The move by the FT is just one in a succession of newspapers and magazines Links need to be tested regularly in order to avoid ‘linkrot’. And, because editing moving to digital. Newsweek, Playboy SA and even Readers Digest have can be done at any time, there’s a responsibility attached to make sure what ceased printing and moved to Digital. What are we going to browse in the needs to be fixed, is. Meanwhile, with print, once it’s printed, it’s out of your doctor and dentist’s waiting rooms? hands. In addition, deadlines for online publication are merely self-imposed. For print, the editors have to take into consideration that the printing itself takes a The publishing industry is becoming concerned with low circulation figures certain amount of time as does distribution. Therefore, their deadlines are fairly and an increased preference for browsing books and magazines online. It’s rigid. However, for online publishing, deadlines are good to get the ball going, somewhat of a sore topic but one that has to be faced, at some point but the actual publishing can occur at any time without the dependence on the or another. time-frame of another. Alarming news for print Last year, it was reported that up to 85 percent of people with digital Audience Audience is a category that can be considered both a pro and a con for online subscriptions have never had a print subscription and aren’t aware of what publishing. While your audience is not limited to only those who are hit in your the perks could have been. This spells bad news for publishers who are already distribution efforts, it is also not the dedicated group of readers which most lowering costs for subscriptions and including special offers to prompt people print publications can count on. So while your publication may be more widely to make an off-the-shelf purchase, at the very least. available, that doesn’t mean that people are reading it. It’s more difficult to Advantages and disadvantages of online publishing determine your readership in online publications. First, you can’t know the While the information available online is staggering, even in our technological demographics of your readers as easily as you might with print. Some people age, we cannot forget to mention the fact that not everyone in this day is ready, have attempted to stick with the subscription method to alleviate some of this or in South Africa able, to sit down at a computer screen and read for any great problem, but then readership often goes down because readers can often get the deal of time. Curling up in front of the fire on a cold day with a book in hand can same information elsewhere for free on the Internet. Counters help to tell you never be replaced by sitting in a cold chair staring at the words on computer how many have entered your site, but they can’t tell you if that person stayed screen. long enough to read anything. While you might say the same of your subscribers in print publishing, the subscribers paid for your publication for a reason and are Costs most likely continuing to read it as long as they’re subscribed. Online, it’s difficult The costs of online desktop publishing are fairly low in consideration to those to determine not just who your audience is, but how many readers you have. of print. Granted, one must have access to a networked computer and a decent amount of usable software, but those are things that anyone in the publishing Standards business, print or online, will have to have anyway. The other costs that may Due to the fact that online desktop publishing is a fairly new field, there are no come into play are those associated with online access. These will vary set standards deemed a quality layout format. This can be seen as both a pro and depending on your service provider; however, students enrolled in most a con. As an advantage, we can understand this to mean that there’s more room universities will be provided free access (at least while using school for experimentation. However, as a disadvantage, there’s been very little usability computers). The other positive about low costs for online publishing comes into testing done on what readers like and dislike, what keeps them there and what play when distribution is considered. The distribution itself is free as well. There chases them away. So, while your content might be great, your layout could are no printing costs, which are usually print publishers’ biggest expense, nor the chase the readers away, and vice versa. It’s still a volatile situation without any waste of large amounts of paper that go along with printing. However, there are standards to rely on. costs attached to some of the methods of marketing an online publication. Just because your publication is online, doesn’t mean anyone out there knows Submissions where it is or who is reading it. Submissions are another tough area to tackle in online publishing. For example, from a literary journal standpoint, many authors are afraid to put their material Profits online for fear of plagiarism, as well as copyright problems that may arise later It remains difficult to make any money from online publishing. Most publications when attempting to publish their work elsewhere. Copyright laws for the Internet online right now are free to readers and are merely charging for ad space. have not been firmly established yet, and because the Internet was created with However, some are attempting to require subscriptions. Much still seems up the intention of sharing free information, they appear difficult not just to enact in the air in terms of what standard might come out of online publishing – what but, to get users to abide by. Plagiarism, however, is a threat for publishing in any will work and what will fail. It’s a new medium and people using it are still in the medium, print or otherwise. Authors seem to be slow to realise this. However, stages of trial and error. because of this wide-spread fear, many have deemed the work on the Internet to be poor and the authors published there to be unworthy of higher esteemed print Marketing publications. This stereotype also keeps submissions low. Although there are no, or few, distribution costs for online publishing, it does take a bit of marketing to get people to your site. You must register your publication Check out a great example The Nex Media Magazine is a wonderful example of the combination of print and with as many search engines as possible and, often, this entails a cost. However, on-line. As I took my holiday in Mauritius this summer, I could still read my if this isn’t done, no one will be able to find your site. This process needs to be favourite mag by simply clicking on www.nexmedia.co.za. given regular attention as your description or focus changes and as new search engines are introduced. Also, other sites that have agreed to link to yours need to Have a great year in 2014 and remember to always be on the look-out for ways in be regularly contacted to make sure that link will remain on their site. So, while which digital technology is changing the print industry landscape. Go well. marketing and distribution might be cheaper for the online publication, it is not without its costs especially in terms of labour and time.
37 Nex Media • Vol 2 Issue 1 Nex Media • BRANDING: A COMMITMENT NOT (JUST) MARKETING Branding: A commitment not (just) marketing By Dumi Maseko
The business world has changed and continues to change at a rapid pace. Just ten years ago faxes were relatively commonplace, now fax machines are almost non-existent and those companies which still have a fax machine, have possibly not used it in the last five years. Every company has a fax-to-mail service of one description or another but for the user this is, to all intents and purposes, just an e-mail.
www.nexmedia.co.za 38 hen I speak to different marketers, I have realised that there are When an organisation is 100 percent committed to serving its customers with various definitions of branding, depending on the point that they passion, confidence and security, customers begin to want to share in the passion wish to convey. It is always good to refer back to the origins of and also share with others their unique experiences. Powerful brands become branding to fully understand what it is, how it has evolved and how part of peoples' everyday language, using the brands as an action word. For Wit can be improved or ‘manipulated’ to benefit companies, products, individuals instance a friend could say, ‘“Like” my business page.’ And know exactly what and associations etc. My view is that branding goes beyond marketing, it is a they are talking about. commitment to excellence. Here is a bit of history. An organisation’s commitment to branding is not the same as campaigning, but Branding was started in the 1650's by farmers, cattle farmers to be exact. They an ongoing process of customer buy-in. A brand that opens its brand values to its branded their cows with a hot iron rod as a sign of ownership. They were also customers stands a chance to connect with them on more than a customer/brand committed to the highest grade of meat that they were selling to their buyers. In relations basis, they share together on the excellence of the brand. Meg fact this is still a common practice today. Visit your local butcher and observe how Whitman, president and CEO of Hewlett-Packard, said, ‘When people use your the meat has a purple stamp as a clear sign of its grade. Branding later became brand as a verb, it is remarkable.’ Branding takes your product to the people. popular with the wine cellars, when they branded the wooden casks of wines Think of a brand like Google, which not only solved our researching problem, but they produced. This was done to communicate that the wines were from a ‘good revolutionised our online experience. source’ and that the wines themselves are of the best quality. Brands, which use branding, have become profitable big businesses, this is The commitment that I am talking about when it comes to branding, is really a why there are words like 'Brand Equity'. According to strategic marketers, set of ideas that are uniquely put together to make a brand. Brands become ‘Marketing is the opportunity to develop and communicate value to your so committed to these ideas that everything which governs the operation and prospects and customers.’ Marketing is what happens when one ignites the marketing of the organisation are aligned to these ideas. These ideas become sales funnel, it is simply the act of selling and buying in the market. The benefit perceptions of the organisation and when ‘shared’, they become public of marketing is to grasp the opportunity to entice potentials to utilise their power perceptions. But, what are the elements that form these perceptions? and spend their money on your product, and not that of your competitor. If marketing does not entice people to buy, then it is not marketing, it is Perceptions created by brands have elements that, when put together, form self-glorification. brands that people love and are loyal to. A brand must be ready to express things like confidence, passion, belonging, action, security and a set of unique values. The difference is that marketing is dependent on branding, to create a sustainable Marketers have long discovered that it is not the best product that sells. But, association with the market. Marketing is relevant, but will not help you if your what they have realised is that if you make people feel good about using your branding is irrelevant. Marketing simply re-iterates what branding can already do. product, by using the power of branding, there are real business returns like brand Brands belonged to farmers, manufacturers, advertisers, but in today’s prosumer loyalty, word-of-mouth marketing, increase in sales, brand association and brand market, brands now belong to YOU, the customer. equity. These are all concepts that are linked to branding. [email protected]
39 Nex Media • Vol 2 Issue 1 Nex Media • EVENTS MANAGEMENT 101 Events Management 101 By Shahil Sukuram
Before you flip the page and skip past this article; did you know that your business could benefit from hosting an event? And no, we are not talking about a sell-a-thon where you get people running to the back of the room to buy the ‘only’ 25 products which you brought along. We are talking about corporate events.
Corporate Events How to host your first event Hosting a corporate event is simply an opportunity to allow your business If by now, you are still unable to determine the marketing benefit of being to be perceived as an authority in your business niche. Being perceived as perceived as a brand authority, then you should stop reading now. an authority is one of the most effective marketing strategies available to your brand! If you do understand this marketing benefit, well then, we will demystify this doubt cloud in seven simple to understand activities: Business Opportunities 1. Be perceived as an authority in your niche 1. Project kick-off 2. Build relationships within your organisation • This phase happens at the beginning of the project 3. Collect contact information to build a database • This is where you conceptualise the idea of hosting an event • Before moving onto the planning phase, you will need to present your idea to executive management and get buy-in • Once you have got buy-in, you can move on to the pre-planning phase www.nexmedia.co.za 40 2. Pre-planning • This data will prove to be useful when building your own internal database of • This phase starts once executive management has given the go-ahead clients, leads and partners. • The three most important deliverables of this phase are to determine the TIP: Ensure your database is POPI compliant. audience size, venue and budget for the event. • The audience size and venue will be determined from your strategic intent 5. Marketing of holding the event. For example, if you wish to impress a possible investor, • Ensure that you market your event through effective channels that are proven. a classy venue may serve your objective more so than a cheaper venue. TIP: If you are not a marketer by trade, don’t try do it yourself, get • Budgeting is calculated guessing at worst, be realistic and speak to people someone who is a specialist to worry about this, the last thing about exact prices, never assume and always over-cater as a rule of thumb. you want is a poorly attended event. TIP: Speak to event planners, they have been through it, they can • Printing material should be finalised and printed during this phase help you determine hidden costs that you may not have considered. 6. Event Execution • If you can determine that the return on investment from the event is positive, • If all your groundwork in the previous phases has been carefully executed, then then move on to the Event Planning phase. this ‘should’ run smoothly TIP: ROI should not always be determined in monetary values, in TIP: In the case of any unplanned mishaps, repeat consistently ‘The most cases determining the opportunity cost may provide a show must go on’. clearer picture. With that said, most (if not all) highly affluent men can backtrack their success to a single relationship, 7. Close Off deal or opportunity. • Here is where you thank everybody involved, ensure that you have noted where the shortfalls were and provide a close-off report for personal and 3. Event planning executive management review. • Any event requires a key-note speaker, they will be used to pull the crowd. • Additionally, you will need to determine the program for the event and Congratulations, you have now successfully learned how to host your own event! staffing requirements. • One aspect, which should not be taken for granted, is the audio visuals In future articles, we will focus on specific elements, providing you with wisdom required to host the event. which will set you apart from your competitors and TIP: Even though most conference facilities have an AV team available position your brand as the authority! to support the event, you should ensure long before the project that you have tested all equipment for compatibility. P.S. Don’t forget to send me an invite! 4. Data Management Shahil Sukuram • Streamlining the RSVP process will help you to manage the event effectively. Founder of BlinX TIP: Avoid multiple touch points of data capture, aim to centralise all [email protected] data channels through a single data management system, preferably a Customer Relationship Management (CRM) system. Shahil Sukuram
41 Nex Media • Vol 2 Issue 1 Nex Media • 2014: TAKING INTERACTIVE MARKETING TO THE NEXT LEVEL Taking interactive marketing to the next level
In today’s technology-focused world, it makes sense to incorporate iPads and other tablet devices into the retail environment. They can be used in a multitude of day-to-day operations, ranging from digital advertising and on-screen demonstrations, to product sign-ups, customer satisfaction surveys and an array of point-of-sale payment options.
www.nexmedia.co.za 42 owever, to display or present tablets in an open point-of-sale, exhibition or marketing environment opens the device up to risks such as damage and even theft. The size of the device means that it is easily portable and therefore, easily accessible in this environment. HExperience has shown that the use of iPads and tablets increases responsiveness by shoppers. In order to benefit from this response while, at the same time, ensuring the security of the tablet, what is needed is a means of protecting the tablet while still allowing full interactivity. Johannesburg- based Custom iPad Enclosures engineers unique and customisable digital branding solutions through the use of advanced tablet security enclosures. Each enclosure offers the highest level of protection for the device, combined with a fully customisable design fitting for the sleek look, which the iPad has become famous for, as well as your specific brand identity. The enclosure also allows for the attachment of headphones through an anti-tamper mechanism, offering you the ability to give your customer a fully-immersive experience.
Custom iPad Enclosures also offers custom content and innovative app design, mounting options for the wall or table and free-standing kiosks and payment solutions which deploy iPad terminals to accept credit card payments. You can also have a custom app designed, which will allow your tablet to highlight a specific product along with all relevant information, directly at the shop floor or point-of-sale.
There are a number of enclosures and customisability options available to suit the specific requirements of the application or the buyer. More than 30 different types of tablets are supported including Android, Windows and iOs platforms. All models of Samsung Android and Windows tablets are supported. In addition, there is a range of security options for the tablet enclosures depending on the needs of the client or the location of the tablet. The table and wall mounts are all lightweight, making installation easy. The mounts are also designed to be used with either landscape or portrait orientation. For applications where increased security is required, the enclosures can be fitted with Kensington locks. In addition, they are easy to use and there are even suction-cup options available for added flexibility.
A range of mounting options are available including tilt-and-swivel arm, figure-eight mount, radius stand table or the gravity mount depending on the application and location.
The enclosures can be very simple in their design, merely offering protection for the tablet, or they can be quite complex depending on the needs of the client. They can incorporate card readers and custom payment kiosk apps for combination marketing and POS functionality. The enclosure includes a housing for the card reader. They can also support cash register and receipt printer functionality.
On mobile stands, for use in point of sale environments, the stand can be used to provide easy conduiting for power and communication cables, thereby presenting a clean appearance and tamper resistance. The stands and enclosures can also be designed in such a way as to restrict certain functionality on the tablet, thereby preventing incorrect use or misuse by members of the public during their interaction with the device. For cases where the use of power cables is not feasible, the device can be supplied with a battery back-up function for up to eight hours of uninterrupted use.
For marketing, point-of-sale, exhibition and general customer interaction purposes, the iPad enclosure offers you a dedicated and secure system, while at the same time, protecting your valuable investment in technology. Flexibility is the most important element and as such it is not only the style and design of your enclosure which can be customised, you can also choose whether to buy or rent your tablet enclosure or mounting system to meet your specific needs, whether short-term or permanent.
For more information, contact Custom iPad Enclosures via e-mail [email protected]
Advert.indd 1 2014/03/28 4:37 PM Nex Media • PRINT IS DEAD LONG LIVE PRINT Print is dead. Long live print By Nicolas Marini
It is what you read when you don’t have to that determines what you will be when you can’t help it. ~ Oscar Wilde
uch has been said about the printed word on paper becoming deprive our scholars even more than our education system has succeeded in obsolete. Avid readers swore by their Kindles when they burst onto doing?) the scene, quick to point out how many books can be stored on their small electronic library; readers who had that last quiet read in bed So R.I.P. Print …But is it really dead? …Maybe it has just been in a literary Mbefore going to sleep waxed lyrical about overcoming the problems of books coma…. flopping closed and pages needing to be turned, particularly on cold winter nights; and others were impressed by the number and variety of electronic Enter the public – or, if you are an agency, enter the market! printed matter available to them. Our electronic marvels produced an effect that even the most visionary of SM On the marketing campaign front, who could deny the meteoric rise of the agencies could not have predicted – a bored, jaded consumer, tired of intrusive, electronic age, with its definitive text styles, its speed of communication and trite and repetitive messaging that insinuates the receiver has the mental its ease-of-use? Mass marketing became a breeze! capacity of a worm.
Book sales dropped, publishing houses either down-sized or closed completely. That worm is turning, and fast! Suppliers of text books for technical colleges, for example, reported enormous Leading bookstores have reported an increase in sales, although fiction numbers decreases in technical book sales – it would seem knowledge is increasingly are still relatively low. This could be due, in part, to retail chains that specialise in becoming available via electronic media to the detriment of actual books. offering bulk book sales at low prices. (A thought – I wonder if Eskom has been told that its looming blackouts will
www.nexmedia.co.za 44 These stats indicate the level of ‘modern’ literacy in what is considered, by some, as the leading world civilisation, with access to libraries – this is no third world country! It’s interesting to note that 50 percent of the youth surveyed read more than 10 books per year, no doubt as a result of the emergence of attractive wizards and vampires. It’s all in the mind The psychology of reading is fascinating, and understanding the ‘technicalities’ of how text and texture affect the reader should be part of the curriculum when studying marketing. According to Ferris Jabr, in his article ‘The Reading Brain in the Digital Age: The Science of Paper versus Screens’, our brains recognise the difference between text on paper to text on a tablet, for example. Studies have shown that learning and information retention is of a higher level when using print on paper.
Developmental psychologist and cognitive scientist Maryanne Wolf of Tufts University points out in her book 'Proust and the Squid' that ‘we are not born with brain circuits dedicated to reading. After all, we did not invent writing until relatively recently in our evolutionary history, around the fourth millennium B.C. So the human brain improvises a brand-new circuit for reading by weaving together various regions of neural tissue devoted to other abilities, such as But how has this affected direct marketing? spoken language, motor co-ordination and vision.’ Creatives have had to re-think their messages to a public that can destroy a product or a company with a quick flash of furtive fingers over unforgiving It seems we look upon individual letters as physical objects and text in its keys. Content writing has therefore come into its own, along with ‘interactive entirety as a physical landscape. We remember where certain passages are in marketing’, which uses several channels to leverage an intelligent campaign. a book; the shape, feel and composition of a book give the reader a feeling of And print is offering a viable, sustainable ‘message to market’ channel. orientation. There is a beginning and end to ‘book’ text, in addition to the weight and feel of the paper, which makes it ‘easier to form a coherent mental map of But does the market still know how to read? the text.’ Printing good copy that will hold the interest of a future market consisting of nimble-fingered button-pressers, whose grasp of the written word is virtually Scrolling up and down an electronic screen doesn’t have the same effect. non-existent and whose need for instant gratification rarely extends beyond the Words are not seen as part of a whole text and therefore the ‘sense’ of the total cellphone, is a huge challenge. information is often missing. Based on a detailed 2005 survey of 113 people in northern California, Ziming Liu of San Jose State University concluded that To illustrate the problem, below are the results of a survey undertaken in the U.S. people reading on screens take a lot of shortcuts – they spend more time in 2013 (Source: Read Faster Reading Stats). browsing, scanning and hunting for keywords compared with people reading on paper, and are more likely to read a document once, and only once. Reading Statistics So, where does that place print in our future? Total percent of U.S. population that has specific reading 15% disorders Electronic texting obviously has its place, and well-written copy will still find a welcome market. Total percentage of American adults who can’t understand 46% the labels on their prescriptions However, from a marketing point of view, direct mail is becoming increasingly Total percent of young people who claim they read more 56% attractive and effective. Electronic mail is often deleted without being read. Even than 10 books a year if the messages are read, they rarely stay at top-of-mind. We are inundated on a daily basis with e-mails and the messaging is often lost in a blur of information. Total percentage of U.S. adults who are unable to read an 50% 8th grade level book However, there is something about a postbox that just begs to be investigated: Total amount of words read annually by a person who 1 million sorting through the bills could reveal an interesting marketing snippet; it is looked reads 15 minutes a day at, turned over, looked at again. If it is of value, it is retained. Coupons for popular Total percent of U.S. high school graduates who will never 33% brands get used, and retailers who send discount vouchers in eye-catching read a book after high school envelopes build a loyalty that does not happen electronically.
Total percentage of college students who will never read 42% Large consumer-based organisations such as banks and retailers are increasingly another book after they graduate using direct mail to retain present customers by offering incentives, while Total percentage of U.S. families who did not buy a book 80% attracting new business through well-produced product magazines aimed at this year particular markets. Total percentage of adults that have not been in a book 70% store in the past 5 years So, print definitely has a bright future. And the worms that turned are happy! Total percentage of books started that aren’t read to 57% Nicolas Marini of Computer Facilities completion 011 886 8882 Total percent of U.S. students that are dyslexic 15% [email protected] Total percentage of NASA employees that are dyslexic 50% Total number of U.S. inmates that are literate 15%
45 Nex Media • Vol 2 Issue 1
On your MARKEX, get set… Go!
Markex, the hottest marketing, promotions and special events expo, is getting ready to take Gauteng by storm. Taking place at the Sandton Convention Centre from 10 to 12 June and at the Cape Town International Convention Centre from 14 to 15 August, the exhibition will feature the latest trends, products and innovations in the marketing industry.
arkex is about innovation – as seen at the vast majority of stands we will also be celebrating South Africa’s design exhibition stand talent by displaying the latest branding, promotional products, events – and encouraging exhibition stand designers to enter their work over the last 12 organisers, Specialised Exhibitions Montgomery, have taken months and stand the chance of winning a ‘free’ entry into next year’s innovation to new heights within their top two show attractions. Loeries,’ said Brad Hook, portfolio director of Specialised Exhibitions M Montgomery, organiser of Markex. The Loeries Travelling Exhibition, which has become one of the anchor features of Markex, will once again be showcasing the best of brand communication, The competition is now open, with entry forms and guidelines available on the giving visitors the opportunity to view innovative campaigns for winning brands Markex website. Entries are limited to two per company and five finalists and businesses across a range of disciplines. The enhancement to this already will be shortlisted for free entry. The shortlist will be announced at Markex and popular feature comes in the form of a new collaboration between Markex, The winners will be notified the week before the show. Entries are open to all Loeries and The Event, which will see stand builders winning a chance to be exhibition stand designers within South Africa only. recognised within the Loeries award programme for the first time. ‘This year,
47 Nex Media • ON YOUR MARKEX, GET SET… GO!
Markex will also feature a theatre presented by the Unique Speaker Bureau (USB) programme will be launched for the first time at Markex in Johannesburg, adding in collaboration with the Institute of Marketing Management (IMM). The free-to- value to the exhibition and enabling people in the industry to accumulate attend seminars will include entertainment and corporate events talks presented verifiable credits. by USB, as well as hard-hitting topics on the marketing industry presented by the IMM. The Loeries Travelling Exhibition which will showcase the best of brand ‘Markex is about much more than a marketing exhibition – it’s a platform communication, giving attendees the opportunity to view innovative campaigns where innovative thinking and the development of ideas can be nurtured and for winning brands and businesses across a range of disciplines. encouraged through the extremely wide range of activities and features available at the show, and through the opportunity for networking and interacting,’ The Promotional Product Professionals of South Africa, formerly known as said Hook. Corporate Gifts Association of South Africa, has partnered with Markex this year to showcase the full spectrum of offerings in the corporate gift sector, in the form Adding their weight to Markex Cape, the expo is endorsed by the industry’s of a trade only hall. leading bodies, including MASA, DMASA, The MICE Academy, PPPSA, PRISA and IMM. ‘Markex is about building relationships and making connections based on trust and understanding, like-minded thinking, and face-to-face meetings in real time. Hook added, ‘We’re proud of what we’re bringing to Markex this year Now we’re adding to this valuable experience by making it more attractive and and believe it will complement both Johannesburg and Cape Town’s array of rewarding for participants in this hard-working industry,’ commented Hook. offerings. We are looking forward to sharing the experience of the pursuit of marketing excellence with our colleagues, as we present to them the place to Markex’s reputation as a networking hub that gives exhibitors and visitors the come and meet, to learn, to buy, to source and to experience the best that the opportunity to engage with the full spectrum of industry colleagues is being marketing industry has to offer.’ further strengthened this year with a new partnership with MICE (Meetings, Incentives, Conferences, Exhibitions) Academy that will see the launch of Visit www.markex.co.za for more information and remember to pre-register the MICE CPD (Continuing Professional Development) programme. The MICE to avoid long queues at the show.
www.nexmedia.co.za 48 markex marketing I promotions I special events marketing I promotions I special events Nex Media • HOW DO YOU ATTRACT NEW DIRECT MARKETING CLIENTS? How do you attract new direct marketing clients? By Mark Norris
Internationally, direct marketing is on the increase. It is seen as the best way to make contact with the end customer. The volume of spend allocated to this market has shown almost unprecedented growth. This is due, in part, to the broadening range of contact points with customers.
www.nexmedia.co.za 50 n the local market, spend on direct marketing is expected to exceed R8,6 services under a specific set of categories, allowing potential clients to find billion per annum. This is partly due to the fact that marketers are them easily and simply. The Nex Contacts directory is a two-fold approach demanding advertising media which can deliver a quantifiable return comprising the printed directory, where the actual advert appears, and the on investment. They are shifting more of their advertising spend to interactive website, where the company details and list of services Imeasurable and accountable forms of media. Direct Marketing is rapidly are displayed. becoming the medium of choice. So, if this is where you are trying to convince your existing customers to spend their money, how are you attracting The recipients of Nex Contacts will be the marketing decision-makers of leading new customers? companies from all sectors of business including financial services, travel and leisure, FMCG, automotive, telecommunications, pharmaceuticals, sports & Word of mouth is one way and using your own, unique and dedicated direct entertainment, publishing and retail. marketing skills is another, but the reach with these is limited if potential clients are working from a base of zero knowledge and even less experience. They know Nex Contacts will feature a broad spectrum of categories for service providers they need to move into direct marketing but do not have any clues of how to do to select from. The more categories you are active in, the more visibility your it. As with most other things these days, they can do a Google search or they can company will achieve. Categories include: agencies, business services, data, consult the yellow pages/telephone directory but these may not always be the equipment, events management, fulfilment and logistics, loyalty and rewards, most helpful of resources. media, print and production, promotional goods, software and technology and telecommunications. What they need is a dedicated listing of companies who are active in the provision of direct marketing services. As a potential user of a direct marketing When the printed version of Nex Contacts is used in conjunction with its service provider, you are looking for the names of companies that can assist you interactive website the search for the correct and qualified service providers with your direct marketing requirements, based on the types of services you becomes an intelligent function allowing the user to find a list of suppliers are looking for. Looking up names in a telephone directory can often be a and, directly from the website, to send them a single e-mail and then simply wait mind-numbing and fruitless exercise. How often does a company’s name give you for a slew of suppliers to contact them. For service providers, it means that new an indication of the type of work it is involved in? The result is that you will end business comes looking for you. up using the same companies who have made a name for themselves and this means that you could be missing out on something really different or spectacular Sentient Publishing has more than 15 years of experience producing from a lesser-known entity. market-leading directories and has developed a winning formula designed to ensure maximum market penetration with measurable and quantifiable return on As a direct marketer, you are looking to get your company name and particular investment. In other words, you can see exactly how many times your listing is skillset spread to as many potential customers as possible. More specifically, you viewed and how many requests for contact you have received, giving you the are looking for potential customers who have the critical mass to make them a ability to validate the success of the directory. Add to this the fact that the viable prospect for you to approach. You also want to know that they are directory is endorsed by the Direct Marketing Association and you have a responsible for marketing within their respective companies. powerful business tool at your fingertips.
To fill this distinct need, Sentient Publishing is compiling the only Put your business on the map for the very people you want to speak to. categorised and dedicated listing of direct marketers serving the South African For more information on Nex Contacts call Sentient Publishing on 0861 111 987 Industry. Nex Contacts is aimed at potential buyers of direct marketing services. or visit www.sadmd.co.za It gives providers of direct marketing services the means of advertising their
51 Nex Media • Vol 2 Issue 1
Nex Media • NEWS
Global marketing news,top-level editorial coverage and commentary.
Dubai Lynx announces final jury members
he Dubai Lynx International Festival of Creativ- for their continued success in pushing the commu- to be recognised at such a renowned event as the ity will present the highly acclaimed Advertiser nication boundaries and look forward to honouring Dubai Lynx International Festival of Creativity. I look Tof the Year award to leading luxury automo- them with this year’s Advertiser of the Year Award,’ forward to accepting this award on behalf of the tive manufacturer Land Rover MENA, in recognition commented Philip Thomas, CEO of Lions Festivals. Jaguar Land Rover MENA Regional Office and our of its advocacy for creative excellence in its brand Commenting on the award, Hannah Naji, mar- agency partners, who support us by coming up with communications and marketing efforts across mul- keting director for Jaguar Land Rover MENA said, award winning campaigns for the Land Rover brand tiple platforms. ‘I am extremely proud that Land Rover MENA has here in the region.’ Since 2011, Land Rover MENA has picked up 20 been awarded the prestigious title of “Dubai Lynx Dubai Lynx awards in different categories - Design, 2014 Advertiser of the Year”. Over the past few Direct, Film, Mobile, Print, Print & Poster Craft and years, we have worked hard with our regional crea- Outdoor - including the Design Grand Prix in 2013 tive agency Y&R to come up with genuinely engag- for the ‘Personal Extinction Prevention Book’. ing advertising for Land Rover, which will appeal ‘Land Rover is a brand that truly understands the to our audience here in the region, resulting in 62 value of creativity to connect with consumers and regional and global advertising awards. clients through engaging advertising that in return ‘With this latest accolade, it’s clear we’ve produces great results. We congratulate Land Rover struck on a winning formula, and it is an honour
53 Nex Media • Vol 2 Issue 1 Nex Media • NEWS
Cannes Lions announces changes to Palme d’Or
he Cannes Lions International Festival of Crea- ‘We welcome these positive changes to the Asia-Pacific, North America and LATAM. tivity is introducing a number of changes to Palme d’Or award as they will allow exposure to ‘As is our usual process when introducing Tsome of its Special Awards which are based more producers throughout the world,’ said Fran- changes at Cannes Lions, we consult extensively on points accumulated from shortlisted and award- çois Chilot, president of CFPE/YDA. with industry leaders to ensure that we continue to winning work presented at the Festival. The Media Agency of the Year award will be re- be relevant and reflect the changes that are hap- The Palme d’Or award, presented to the best placed by the Media Network of the Year award. It pening in the business around the world,’ said Terry performing Production Company, will see changes will be awarded to the media agency network that Savage, chairman of Lions Festivals. ‘These adjust- introduced to bring it in line with the other special obtains the highest score for entries in the Media ments to the calculations of the Special Awards are awards. The calculation will continue to be based Lions section. Only media agencies are eligible to no exception, and as such we are delighted to have on a points system awarded as follows: 10 points compete in this award, which will be based on a the support and endorsement of the key players.’ for a Grand Prix; 7 points for a Gold Lion; 5 points points system as above. Advertising agencies cred- The Media Network of the Year will be revealed for a Silver Lion; 3 points for a Bronze Lion; 1 point ited on shortlisted and winning campaigns in Media in Cannes during the awards on Tuesday 17 June. for a shortlist entry. Lions will see their points included in the Agency Holding Company of the Year, Network of the Year, The changes being introduced are: of the Year and Independent Agency of the Year Regional Networks of the Year, Independent Agen- • Production companies are no longer required calculation. cy of the Year, Agency of the Year, Palme d’Or and have to have at least 10 entries in the qualifying ‘Having a Media Network of the Year is ex- Grand Prix for Good will all be announced on 21 categories - Film, Film Craft and Branded Content tremely smart and fair. It is an exciting and wel- June, the last day of the festival, during the final & Entertainment - to be eligible for the Palme d’Or. come innovation to Cannes,’ commented Daryl Lee, awards. • The Palme d’Or will now consider all shortlisted Global CEO of UM. The 61st Cannes Lions International Festival of and winning entries from a Production Company. In Complementing the global Network of the Creativity, the largest and most prestigious commu- previous years, only the best 10 entries from each Year award, for the first time the performance of nications awards and gathering of industry peers production company were considered. networks at a regional level - Regional Network of from around the globe takes place 15-21 June at • Shortlisted points will now be capped at 10 the Year award - will be announced during the final the Palais des Festivals in Cannes, France. points, which is in line with the existing Agency of awards ceremony on Saturday 21 June, to honour the Year rules. the most awarded network at the festival in EMEA, Here’s why my middle-aged mom is cooler than I am… et me in- something years younger than her! marketers and brands. troduce I’m not the only one to notice that 50-some- Is this the catalyst for big changes in marketing? Lyou to my things are the new 30-somethings. Until now, most brands have focused on a mar- mom. She’s In fact, the researchers at GfK South Africa de- ket aged 18-35 years, particularly when it comes to 58 years old. cided to take a closer look at the South African 50- brand innovation and brand development. But these But there’s not year old, to try and understand what’s making our new insights make it clear that it’s time to broaden a grey hair in grannies and grandpas so young-spirited and hip. this market segment, to include 18-59 year olds. sight... The GfK brains used AMPS data to compare at- The research found that they’re aware that buy- She wears titudes in 30 year olds and 50 year olds, between ing certain brands is one sure way to improve their Guess jeans. 2007 and 2012. And they’re excited to point out the personal image and gain street cred. Plus, they And she loves clear shift evident in LSM 7-10 with the attitudes have the bucks to take those brands home. Or to shopping at of 50 year olds moving closer to those of 30 year take their brands out for a bit of showing off… Zara, Cotton olds. For example, attitudes like ‘People who use Is your brand as relevant (and desirable) as pur- On and Mango. particular brands and products to be accepted and ple hair rinse? She sends me e-mails from her iPad (complete admired’ and ‘I am more likely to buy brands that The big question now is, are you going to do with hot pink cover), and calls me on her iPhone 5. I have seen or heard advertised’ have seen a five something noteworthy with these insights? Is your Usually, to tell me she’s lunching at Melrose Arch, percent shift whilst ‘I can now go out and enjoy brand going to start talking to the 50-something or drinking a G&T in Greenside. myself’ has seen a slightly greater shift of seven market in the right tone of voice, with the right My mum might be a granny, but she’s no ‘golden percent and ‘People who keep up with the latest message? oldie’ suffering hot flushes and purple rinses. She’s trends, fashions and styles’ a six percent shift. But This market has a large wallet and the time to actually cooler than I am, even though I’m twenty- they also point out that this is a game-changer for enjoy using it. www.nexmedia.co.za 54 PocketMedia John Mescall appointed first Jury Solutions and Chairman for Loeries 2014 he Loeries has appointed John Mescall, execu- nar of Creativity during Loeries Creative Week Cape MarkLives.com tive creative director of McCann Australia, as Town 15-21 September. Ta jury chairman for this year’s awards. He will Entries for the Loeries open in March and the team up at Design also be speaking at the International Seminar of entry deadline is 31 May 2014. More information on Creativity during Loeries Creative Week Cape Town entries and attending Loeries Creative Week Cape Indaba 2014 15-21 September. Town can be found at loeries.com. Under John’s leadership, McCann finishes 2013 Key dates to remember: as the world’s most awarded agency. He is respon- Entries open: 17th March sible for the highly successful 2013 campaign for Loeries Creative Week Cape Town: 15-21 Sep- ocketMedia Solutions has designed and produced a Metro Trains, ‘Dumb Ways to Die’, which took out tember novel marketing solution, in partnership with media top honours at Cannes, D&AD and the One Show. International Seminar of Creativity: 19 Septem- Pand marketing site MarkLives.com and seed provider ‘It’s an honour to be invited to be a jury chair, ber Reel Gardening, which was launched at Design Indaba at and a pleasure to be able to do it in one of the The Loerie Awards Ceremonies: 20-21 Septem- the Cape Town International Convention Centre, 26 – 28 world’s most interesting cities,’ said John Mescall. ber February 2014. ‘I’m a big believer in the power of applied creativity Ticket Sales for Creative Week open 1 April The initiative was designed to highlight marketing so- to change things for the better, so I’ll really be look- Major Partners lutions that will help businesses grow in 2014 through a ing out for ideas with the kind of real-world crea- The major partners of the 2014 Loeries are DStv combination of pertinent marketing and advertising facts, tive impact that adds value to brands by inspiring Media Sales, the City of Cape Town, Western Cape and the introduction of organically fertilised seed paper people to engage, act and ultimately change their Government and Gearhouse South Africa strips from Reel Gardening to delegates. behaviour. Of course, if your work does none of that, The new PocketMedia application, which was distrib- but makes a simple point and gives me a bloody uted inside Design Indaba goodie bags, contains the lat- good laugh, I’ll also love it.’ est advertising and marketing industry trends as collated John has won a total of over 30 Cannes Lions by MarkLives.com, the fast-growing advertising and mar- including five Grands Prix, Black and Yellow Pencils keting trade site that is also known for its strong business at D&AD, One Show Best of Show, and multiple journalism. MarkLives.com is an official media supporter Clio, LIA and Webby awards. His work has also of Design Indaba 2014. been featured in TED Ads Worth Spreading, the The application provided information about 2013’s only Australian work to ever be selected. agency leaders —the top agency in South Africa and in John was included in AdWeek’s annual listing of Johannesburg and Cape Town — and the Top10 Google the world’s 50 most influential creative thinkers and Trends in various categories, including searches, events, doers. Business Insider recently listed him as one people, brands, politicians, women, technology and of the 25 most creative people in global advertis- brands. Other content included 2013’s Top10 YouTube ing, and AdAge ranked him at 2013’s most awarded trends for videos and music. creative director. Perhaps most importantly, Aus- ‘MarkLives.com was pleased to be showcasing its tralia’s leading marketing & advertising publication content on alternative media platforms, as well as sup- named John as ‘the nicest person in advertising’ – porting sustainable growth, through this collaboration certainly nothing to be sneezed at! with PocketMedia Solutions and Reel Gardening,’ said John will be speaking at the International Semi- John Mescall MarkLives.com editor, Herman Manson. PocketMedia Solutions also brought Reel Gardening into the partnership as it celebrates growth through sus- tainable design. Share a Coke Just Got Bigger ‘The PocketMedia application was produced with a pouch on the inside so that we could showcase Reel t the start of summer 2013, Coca-Cola South cans if they could not find it amongst the 700 names Gardening’s organically fertilised seed paper by placing Africa announced that it would be swap- released. With this in mind, Coca-Cola embarked on actual samples of the product into the pouch,’ said John Aping its name with the most popular names a journey across the country with the Share a Coke Davis, the managing director of PocketMedia Solutions. in Mzansi. 450 of the country’s most popular first vending machines to share happiness with as many Reel Gardening’s seed strips are encased in biode- names were selected and printed on selected Coca- consumers as possible. More than 300 000 Share gradable, custom-made paper tape, spaced at the correct Cola packaging. Excited consumers discovered the a Coke cans have been distributed by the Share a distance apart for direct planting. various names and as the word spread through so- Coke vending machines to date. ‘The paper anchors the seeds at the correct depth in cial media, more consumers began the hunt to find ‘We wanted to try and give as many people the the soil, for improved germination, and enables localised their names. opportunity to experience this unique campaign and watering, leading to a potential saving of 80 percent in Coca-Cola decided to take it one step further, af- remind people that Coca-Cola is all about sharing water consumption,’ explained Claire Reed, the founder fording South Africans the opportunity to nominate happiness. With this in mind, we have not only of Reel Gardening. and vote for the next set of names they wanted to introduced new names, we also introduced Valen- ‘Our blister packs and seed paper, of which we have see on a Coca-Cola bottle. Through the use of so- tine’s day limited edition packs like Love, Kiss, Bok- numerous varieties, also serve as a media platform for our cial media, Coca-Cola South Africa asked its fans kie,’ added Keith. clients who want to brand them to keep their company to nominate and vote for their favourite names. An top-of-mind during the planting process,’ said Reed. additional 250 new names were released in Janu- PocketMedia Solutions is not just a printer. As such, it ary 2014. The most popular names included Nikhil, wanted to create a new format - which can be used as an Morne, Khutso, Monica, and Vukani. In total, there all-in-one direct mailer, a sampling or marketing solution - are currently 700 of the most popular consumer to showcase its extreme versatility. names in South Africa available in stores across ‘We aimed to show Design Indaba delegates how selected Coca-Cola packs. they can effectively use print solutions to bridge the ‘The best part of the campaign has been the digital divide and divert consumers to different digital consumer stories and how this campaign has platforms, using QR Codes or Augmented Reality in a brought people together,’ said Sharon Keith, Mar- funky print solution. All of our products can be adapted keting Director Coca-Cola South Africa. or custom-designed to meet clients’ specific campaign As an all-inclusive brand, Coca-Cola gave con- requirements,’ said Davis. sumers an opportunity to create their own names on
55 Nex Media • Vol 2 Issue 1 Nex Media • NEWS
Cinemark Young Lions – Let the judging begin he judging team working on the 2014 Cinemark Young Jury president - Jenny Glover, joint creative cirector the agency an Emmy for ‘Outstanding New Approach’ as well Lions Competition had a busy week as they worked Net#work BBDO South Africa. Jenny has won 31 awards in as an unprecedented three Grand Prix at Cannes for Film, Cyber Tthrough the 63 entries to this year’s competition. Accord- the last four years including golds at every major international and Branded Content. ing to jury president, Jenny Glover, ‘I’m interested in work that award show. Mihnea Gheorghiu, group creative director Publicis Roma- demonstrates an ability to think conceptually. I’m an old-school Yordan Zhechev, chief creative DDB Sofia Bulgaria. Yordan nia, has worked across the globe from Paris to New York. Ac- insights girl and I’m generally hooked by great ideas not flashy has won numerous awards making him the most awarded cording to Mihnea, ‘I really look forward to the judging. I have executions. We also need to remember that these woodchucks creative director in Bulgaria. Yordan commented, ‘I am thrilled to admit – I’ve had a crush on South Africa’s advertising scene will be representing South Africa in Cannes so we need to be I am part of the Young Lions jury. I have read about and studied for quite a while now. So it’s really amazing I’m getting to do confident that they will do us proud.’ South Africa, but I’ve never actually been there – I hope my lack this now.’ This is the first time a jury president has been appointed of knowledge of the intricacies and inside humour does not Justin Gomes, creative cirector and founding partner, FoxP2 in the local leg of the competition. This, plus the international hinder the selection – on the contrary though – my interested and current Chairman of Creative Circle South Africa. mix of judges, brings a superb level of expertise to the panel, foreigner’s eye should ensure whichever idea wins is truly in- Ross Chowles, executive ceative director at Jupiter Draw- ensuring that the competition is run according to international ternational and understandable - no matter what the context.’ ing Room, South Africa. Ross is a founding partner of The Jupi- norms – preparing the winners in the best way possible for the Jason Apaliski, ceative director Pereira & O’Dell USA. ter Drawing Room, Africa’s most awarded independent agency. heated competition in Cannes come June 2014. Most recently Jason led the creative development for ‘The The judges included: Beauty Inside’, a social film for Intel and Toshiba that earned Scan Display reports on global retail and expo trends
he extensive use of fabrics on walls and ceilings well as wood (which is also frequently incorporated as a on a par with Europe as far as design is concerned, but are of exhibition spaces – to hide the infrastructure of natural material). limited by available skills and materials as well as cost of Tmodular systems and to give the illusion of a custom- * Messaging: Three-dimensional text is replacing large materials. What we do produce on a limited budget, how- built space – is a major contemporary trend in exhibition graphics. Message with text is far more prevalent than ever, can outperform what overseas companies achieve spaces. showcasing of large format graphics. within these constraints.” This is according to exhibition architect and Scan * Audio-visual (AV): Companies with specific AV offer- Scan also travelled to the manufacturing plants of Display creative director, Paul Hugo. He was one of a ings focus on its technical aspects, otherwise AV is super- some of its major international partners in order to re- nine-member executive management and creative Scan seded by person-to-person communications. The ‘have a inforce existing business relationships and to ensure its Display team that attended Euroshop in Düsseldorf, Ger- stand, want a plasma’ days seem something of the past. technical knowledge remains current. Stops included many during February. * Shape and form: Rectangular, angular exhibition spaces ALMA in Italy, for which Scan is the exclusive carpet sup- Known as the world’s number one trade fair for re- are prevalent, with fewer curved spaces and shapes. plier in Southern Africa, to ensure a greater understanding tail and exhibition spaces, the show attracted more than * Movement: There is far more movement and interactiv- of the manufacturing process and the trends in the Euro- 109 000 trade visitors representing 110 nations. Since ity in retail window displays. For example, a mannequin in pean carpeting market. 1999, Scan has been sending employees to the show, a store front window changed faces (they were moved by The team also travelled to Berlin, to update them- which takes place every three years and covers a space a robotic arm); and in another example, a customer placed selves on the latest technical developments on the mod- equivalent to over 10 Cape Town International Convention a hand on a window and a series of AV displays inter- ulbox. This is a portable, pop-up, entirely self-contained Centres. acted with text messages in a personal way. event or info stand that is set up in less than an hour. Scan Scan exhibited on the International Federation of * Meeting places: Many of the most popular stands used manufactures it locally under license to mo-systeme in Exhibition and Event Services (IFES, of which Scan MD their spaces socially. Visitors could sit down and relax, Germany. Justin Hawes is treasurer) pavilion. This offered an excel- drink coffee and speak to the exhibitors. These proved far “We wanted our team – representing the Johannes- lent base from which to connect with IFES members and more effective than more formal layouts. burg, Cape Town and Durban offices – to be directly ex- businesses considering exhibiting in South Africa. Retail spaces: These displayed the most creative in- posed to international trends and contacts, for inspiration, Other current exhibition trends at Euroshop, said terpretations. Often an entire shop space was developed, to network, and to ensure we stay at the cutting edge,” Hugo, include: appealing emotionally to the customer. The budgets for said Hugo. * Exhibition industry stands were on average about 20- the retail stands are clearly larger than for the exhibition “This exposure is being communicated throughout 40% smaller than at the previous show, although the industry stands. Scan and with our partners and clients. It translates di- retail industry still utilised huge areas with “massive” * Greening: Greater eco-awareness is promoting LED rectly into our company’s product offering. As we have stands. light applications (which use less energy) and the use of many international clients, we can understand their ex- * The large system suppliers showed a lot less of the natural materials. The proliferation of LED light suppliers pectations better. This ensures we have the knowledge actual system infrastructure. Most focused on fabric ap- with technically specific applications is testament to this. and ability to manage their needs to world-class stand- plications. Discussing South African exhibition offerings in light ards.” * Colourways: Neutrals, black and white are popular, as of international trends, Hugo said: “Local companies are www.nexmedia.co.za 56 Research proves that local is ‘lekker’ for SA’s online shoppers he IAB South Africa, together with Effective ‘South Africa’s digital citizens are very comfort- base with some of the key findings include: Measure, has released the findings of the first, able with online transactions. With 73.76 percent • Mobile traffic increased from an average of 32 Tin a series of regular reports, on the South Af- of South Africa’s online shoppers using the internet percent to 47 percent over the period rican eCommerce sector. to make banking transactions and over one third us- • Most shoppers come from Gauteng with 45 per- The Effective Measure/IAB South African ing their mobile for online banking there is a huge cent of active shoppers coming from this province eCommerce is the first detailed demographic and opportunity for the development of online com- • A lack of trust in online payment systems remains sentiment-based report across online and mobile merce across all platforms,’ Morrissey said. the most significant inhibitor to those reluctant to usage in the accelerating local digital retailing sec- Significantly, the research found the majority of shop online tor. It includes key e-tailing demographic segments, online shopping is devoted to South African sites • Kalahari.com, Amazon, Groupon, Bidorbuy and barriers to moving to online shopping, which brands (84.33 percent). ‘South African loyalty to local prod- Woolworths are the top five sites those surveyed and suppliers are winning the online shopping race ucts and services represents a huge boost for the bought from and what gets South African shoppers clicking. economy, marketers need to retain this momentum To download a copy of the Effective Measure/ Effective Measure Country MD South Africa, as global etailers aggressively enter the South Afri- IAB South Africa eCommerce Report please visit: Alan Morrissey presented the key findings at the can market,’ he added. www.effectivemeasure.com/south-african- Retail Indaba Conference on the 26th of February Over 10 000 internet users were surveyed over ecommerce-report-february-2014 in Johannesburg. December 2013 using the IAB South Africa member In-car marketing specialist AutoReach selects innovative print solution utoReach has selected a custom-shaped Z- selection of a custom-shaped Z-CARD,’ she added. Getting its clients’ messaging to travellers is CARD as an accessory to its latest brochure This April AutoReach will ‘Surprise and Delight’ a carefully orchestrated event in every instance. Aand as an engaging marketing tool to portray up to 750 000 consumers inside their vehicles at “Whilst travellers are surprised and delighted by information about its 25-year anniversary and all of some of South Africa’s largest toll plazas and N3 the campaigns that we deliver, our clients enjoy its ‘Behind the Scenes’ information. filling stations with its Easter egg-shaped Z-CARD the return on their investment,’ Storm Wohlberg AutoReach, previously known as TollReach, pro- that provides a compact overview of the company concluded. vides advertisers with a unique platform to interact and its services. with motorists and passengers who are travelling ‘AutoReach believes that, in an ever-changing to holiday destinations, sporting events and cultural market, re-invention is the key to business success. festivals along national toll roads. This is especially so when it comes to competing for ‘The high LSM consumer target audience that a potential consumer’s attention and spend,’ said we are able to reach has the mobility, mind-set Storm Wohlberg. and means to not only absorb but to also react to a ‘That’s why TollReach decided to broaden the brand’s marketing message,’ said AutoReach man- scope of its years of ground-breaking, on-the-road ager designate, Kristen Storm Wohlberg. promotions and distribution under a new name, ‘As such, we encourage our clients to get crea- AutoReach, from May 2013. We are continuing to tive with the marketing tools that they distribute grow the footprint of in-car marketing by ensur- and the messages that they wish to share with their ing high visibility for our clients at filling stations, target audience. It’s only fitting then that we pack- popular holiday refreshment stops, concerts and age our information in the same way, hence our festivals,’ she added. MetropolitanRepublic’s Wimpy Braille advert recognised n celebration of 60 years of advertising creativ- have we been recognised by the global advertising Cannes is not only an accolade for MetropolitanRe- ity and excellence, the Cannes Lions International industry but the feedback we received from South oublic as a creative agency but for South Africans IFestival of Creativity is releasing its highly antici- Africa’s visually impaired community has also been as a whole, showcasing that our creative minds can pated book, Game Changers: The Evolution of the fantastic,’ explained Paul Warner, Metropolitan- truly compete with the best that the international Advertising Industry. Republic’s founder and chief creative officer. market has to offer. Going forward, we will con- Local advertising company, MetropolitanRepub- To be included in the book and considered a tinue delivering ground breaking campaigns for all lic has been recognised as one of those game game changer, agencies cannot simply just change our clients and working hard to keep South Africa changers, alongside many of the world’s most the way a consumer thinks about a brand but must on the creative map,’ concluded Warner. famous ideas ever produced, like VW’s ‘Lemon’, also have shaped the way the ad industry works. Hovis’s ‘Bike Ride’, Cola-Cola’s ‘Hilltop’, Cadbury’s With a minimal budget of just R15 000, Metro- ‘Gorilla’, Old Spice’s ‘I’m on a horse!’ and Nike’s politanRepublic did just that by reinforcing Wimpy’s ‘Fuel Band’, just to name a few. ‘Where South Africa Eats’ positioning. By sending Aside from its inclusion in the book, the agen- out just 15 braille burgers, more than 800 000 sight- cy’s Wimpy Braille Burgers campaign has won disabled people were reached and over R18 million numerous awards including a Gold Cannes Lion, a in PR value was generated. Gold Clio, a Gold Loerie, as well as a Food & Bever- The advert to inform visually impaired people age Award and a One Show Entertainment Silver that Wimpy menus are now available in Braille was Pencil. In addition, the campaign was also named a completely new and innovative way to spread the the winner of the Big Idea of the Year at the 2013 message and showed that Wimpy truly caters and South African AdReview Awards. cares for everyone. ‘We are exceptionally proud of our awards and ‘As one of only three South African agencies the attention this campaign has received. Not only to be featured in the book, this recognition from
57 Nex Media • Vol 2 Issue 1 Nex Media • NEWS
Top SA talent AMES names first jury presidents named as Dubai Lynx judges
Celina Guimaraes Elsa Carpenter-Frank James Thompson Rahul Welde he Dubai Lynx International Festival of Creativity he Asian Marketing Effectiveness & Strategy and has played a pivotal role in driving digital in the region brings together global talent from the film and adver- Awards, Asia Pacific’s premier awards for honour- with key strategic partnerships with global as well as re- ing outstanding marketing strategies in the region, gional players. He is a strong advocate of non-traditional tising industry in the Middle East and North Africa T T has announced the first of its jury presidents as James thinking and a number of projects under his stewardship regions from 9 March to 12 March. Thompson and Rahul Welde. have received wide acclaim and recognition. He is ac- For the media category, Elsa Carpenter-Frank has James Thompson, global managing director, Diageo tively involved in industry issues and is the regional VP been chosen as a South African judge while the design Reserve, will chair the Effectiveness jury. Born British, media & marketing for The World Federation of Advertis- category will see Celina Guimaraes representing the James left the UK in 1996 for an adventure and still hasn’t ers (WFA) and Chairman of Mobile Marketing Association country. returned. He has been with Diageo since 1994 in a variety (MMA), APAC. Elsa has a long history in the industry after beginning of roles and locations but is currently based in Singapore Commenting on his position as jury president, Rahul her career at Ogilvy & Mather in 1988. In her biography, to lead the luxury business for Diageo. Prior to joining said, ‘It’s fantastic that the AMES are recognising Me- she explains that after spending two years honing her Diageo he worked for Unilever in London, New York and dia Strategy as its own section in 2014 and I am very media skills the travel bug bit and she left to spend time Brussels. James is a strong advocate of the impact crea- much looking forward to being a part of this category in as a carefree globetrotter. She returned to Cape Town and tivity can have on businesses, and of the opportunities its inaugural year. Media strategy is a crucial part of any joined JWT in 1992 and in 1994 she joined Berry Bush businesses offer people to create legacies and transfor- marketing campaign and I can’t wait to see the unique, mation. He believes that a combination of rigour and flair imaginative and innovative ways in which the region has BBDO where she became media director in 1996 and is a vital recipe for commercial success. deployed it to achieve quantifiable results.’ was appointed to the board in 1997. In 2005 Elsa was ap- Commenting on his role as president, James said, Commenting on the appointments, Terry Savage, pointed business manager at Media 24 and then became ‘I am delighted to have been invited to chair the jury at chairman of Lions Festivals, said, ‘We’re delighted that publisher of the South African edition of Shape magazine this year’s AMES. This event has become one of the most James and Rahul are joining us as we expand the awards in 2005. prestigious on the region’s awards circuit. It celebrates to include strategy alongside effectiveness. They are After a four year stint at Shape magazine, Elsa was brilliant joined-up thinking and the effectiveness that proven achievers in the industry and it will be fantastic to approached to head up the Cape Town office of Initia- great execution of that thinking generates. It is exciting to work with them as we look to award truly ground-break- tive Media. During her tenure the Cape Town office has have an opportunity to review the best of the best work – ing work from across the region.’ increased billings by 795 percent and revenue by 383 with a distinguished panel from across the industry.’ percent. Elsa has, in the past, been chairperson of the Ad- Heading up the Media Strategy jury will be Rahul vertising Media Association of South Africa and deputy Welde, vice president of Media at Unilever. He is respon- chairperson of the Media Directors Circle, now known as sible for driving the media and communication agenda the Advertising Media Forum. She has not rid herself of through a network of agencies and partners in the region the travel bug. Celina began her career at Grey Worldwide in 1999 before pursuing her design career in 2000 at TBWA Gavin MQA spreads the word via a Z-CARD Reddy under the tutelage of Nathan Reddy. She joined he Mining Qualifications Authority (MQA) has duties and responsibilities. the Jupiter Drawing Room SA as a creative director and selected a square-shaped Z-CARD as a unique ‘Based on its compact nature, our stakeholders design director in 2005 and is currently a Creative Director PocketMedia application in which to communi- are receptive to the concise format of the Z-CARD, at M&C Saatchi Abel. T cate with its stakeholders. as it offers a glance into the responsibilities and du- With experience with accounts ranging from South The MQA is a registered Sector Education and ties of each business. It is also portable and easy to African Airways, Edgars, Coca-Cola Company, Red Training Authority (SETA) which facilitates skills de- carry,’ said Seepei. Square, Absa to MTN, among many other South African velopment training for the mining and minerals sec- ‘Our staff members and stakeholders are quite brands, Celina is inspired by the possibilities in design that tor, and conducts research to identify scarce skills in surprised at the amount of information that can be help transform, unite and solve issues globally, as well as the sector to develop qualifications and standards. included in the card, which has an eye-catching the opportunities that design offer. With numerous design ‘Artisan and non-artisan learnerships, skills design and provides a good overview of the MQA awards and acknowledgements under her belt, as well programmes, and Adult Education and Training are without overwhelming the reader,’ he added. as the fact that she has judged the New York Festival’s some of the programmes funded by the MQA,’ said The MQA offers bursaries to Grade 12 Maths design category, Celina brings a wealth of experience as a the MQA’s CEO Sam Seepei. and Science learners, who want to pursue careers ‘These learning programmes are developed by in the mining and minerals sector. Graduates with judge to the Dubai Lynx International Festival of Creativity. subject matter experts and are offered by training mining-related qualifications can gain experience The Dubai Lynx International Festival of Creativity is providers that have been accredited by the MQA,’ through the MQA’s internship and work experience the Middle East and North Africa region’s annual must- he added. programmes. attend event for the advertising and communications in- The Z-CARD is distributed to various MQA stake- ‘We also support the inclusion of learners with dustry to learn, be inspired, network and celebrate. holders including human resources and government disabilities, via our non-artisan learnerships,’ See- For information on the various delegate packages personnel, learners and unemployed individuals to pei confirmed. please visit www.dubailynx.com provide them with an overview of the MQA’s core www.nexmedia.co.za 58 Raising the stakes in the Lowe Profile addition to recruiting talents like Katinka Preto- of Business, which explains her passion for train- rius. The latter shares her philosophy of nurturing ing. a learning organisation where training is part of Pretorius holds the view that the most important everyday life and incentives are offered to young, aspect of any job in the advertising industry is the gifted people who are eager to advance artistically. chemistry between the client and the agency: Being part of IPG (Interpublic Group) offers ‘Choosing an agency is a bit of a match making opportunities globally and Lowe & Partners SA exercise. Trust, the understanding of the brand and firmly believes in encouraging and inspiring staff common objectives are very important, but just members by broadening their experience and con- like a marriage, chemistry is the thing that holds sequently motivating them to challenge the status it together when times are tough. Therefore, for quo. our future and existing clients, it is essential that Wapnick commented, ‘I wanted her because they feel that they are in good hands, that we “get” of her leadership skills and her competence; she’s them, and that they “get” us. It’s my job to ensure been in the industry long enough to fully appreciate that our environment and talent will deliver great Hot on the heels of Bruce Anderson’s appointment the challenges and the opportunities; she’s analyti- results.’ as new executive creative director of Lowe& Part- cal, systematic and extremely professional.’ Some of Lowe’s blue chip accounts are Unilever, ners SA, comes the news of Katinka Pretorius join- Katinka started her career at the renowned Sasol, SAB Miller, Hansa (Lowe CT) and Castle Light ing the agency as MD. Hailing from esteemed agen- TBWA/Hunt/Lascaris, joining Ogilvy & Mather in BTL (Lowe Jhb), Prudential (Lowe CT), Development cies such as TBWA, Ogilvy & Mather and C 2006 to lead the team on KFC for five years. She Bank of SA, Merck, Nestle, Nestle Professional and left Ogilvy to join the newly founded M & C Saatchi AVI. More recently, Lowe Cape Town won a silver Katinka Pretorius Abel early in 2012 to head up account management. Lion at the Cannes International Creative festival aatchi Abel, Pretorius joins her creative part- Over the next two years, the agency grew from 10 for its Cape Times print campaign. ner Anderson to facilitate an environment at people to 100 and was voted Breakthrough Agency The last word goes to Adelle Wapnick, who is SLowe Jozi that stimulates great innovative of the year. delighted that Pretorius is joining the Lowe Jozi work. She was promoted to the position of managing team, ‘Katinka loves creative; she can manage Adelle Wapnick, CEO of Lowe & Partners SA, partner in 2013. She also holds a Psychology and In- creative people and processes effectively and most has made some strategic changes, leaning towards dustrial Psychology degree from UJ, and completed of all, she’s loved by clients...so she has a strength a vision of introducing a higher level of originality the Coaching to Excellence and Associate Coaching and warmth about her, which is a killer combina- to the agency by developing existing resources, in Course from the University of Cape Town’s School tion.’ Dubai Lynx entries reach all time high record 2279 entries from 18 countries were vy & Mather Advertising, China, (Film, Print, Out- attaches on hand, our international juries will vote, submitted to the 8th Dubai Lynx Awards, the door, Radio, Print Craft Jury and Integrated Jury); deliberate and award the winners showcasing the A leading annual awards benchmarking crea- Philippa Brown, chief executive officer, Omnicom best work in MENA, which will ultimately impact tive excellence for MENA’s advertising and commu- Media Group, UK, (Media Jury); Prasoon Pandey, the region’s advertising and brand communications nications industry. Ad Film Director, Corcoise Films, India, (Film Craft going forward. We anticipate an energetic and For a fourth year in a row the number of entries Jury); Andy DiLallo, chief creative officer, Leo Bur- great awards night.’ have steadily increased, with an overall growth in nett Sydney, Australia, (Direct, Promo & Activation, The winners were announced at the Awards 2014 of 9 percent versus last year, across 15 entry Interactive and Mobile Jury); Bjorn Kusoffsky, CEO/ Ceremony and Dinner attended by in excess of 1800 categories: Film (192 entries), Print (226), Outdoor creative director, Stockholm Design Lab, Sweden, industry peers at The Arena Madinat Jumeirah in (229), Radio (136), Media (249), Direct (125), Promo (Design Jury); Gabriela Lungu, chief creative of- Dubai on Wednesday 12 March, the largest awards & Activation (155), Interactive (98), Print & Poster ficer, Weber Shandwick, UK & EMEA, (PR Jury); and in the UAE. Also revealed and awarded during the Craft (263), Film Craft (281), Design (135), Integrat- Philippe Meunier, creative chief, co-founder, Sid evening will be the Network of the Year, Agency of ed (49), PR (56), Mobile (15) and Branded Content & Lee, Canada, (Branded Content & Entertainment the Year, Media Agency of the Year, Independent Entertainment (70). Jury). Agency of the Year Award and the Lynx Palm Award. The country with the most entries is the UAE Terry Savage, CEO of Lions Festivals, which to- Eddie Moutran, chairman and CEO of Memac Ogilvy with 1277, followed by Egypt with 332, Lebanon gether with Motivate are organisers of the Dubai Group for the Middle East & North Africa, was pre- with 266, Saudi Arabia with 105 and Kuwait with Lynx International Festival of Creativity, said, ‘As sented with the prestigious Dubai Lynx Advertising 95 entries. the industry continues to evolve with new media Person 2014 Award, and Land Rover was honoured The work will be judged next week during the and technologies, creative awards benchmark with the Advertiser of the Year Award, which was Dubai Lynx International Festival of Creativity by standards that propel the industry forward and the given to Hannah Naji, marketing director for Jaguar 43 leading international industry professionals high level of participation this year validates the Land Rover MENA. chaired by Graham Fink, chief creative officer, Ogil- importance of winning a Lynx award. With cultural Spikes Asia announces 2014 dates he Spikes Asia Festival of Creativity, Asia Pa- with four days of relevant and essential industry 2014: S$1100 cific’s premier Festival & Awards for the crea- learning and networking. It’s an exciting time for Full Delegate Price applicable from 18 July Ttive communications industry, has announced the region and we look to reflect that in the Festival 2014: S$1250 this year’s dates as 23 – 26 September 2014. and Awards.’ Young Spikes (under 28 years): S$550 Taking place at Suntec, Singapore, the 2014 Spikes Asia Key Dates: Student Spikes: S$250 event has been moved to take place in the week Delegate Registration Opens: 17 April 2014 Spikes Asia offers four days of seminars, fo- following the Formula 1 Singapore Grand Prix. The Entries Open: 15 May 2014 rums, networking, exhibitions and academies. The revised dates allow for an exciting change to the Delegate Early Bird Deadline: 17 July 2014 Awards, which draw the Festival to a close, hon- Festival, as 2014 sees it grow from a 3-day to a Entries Deadline: 25 July 2014 our and celebrate the best work from the industry 4-day Festival. Spikes Asia Festival Dates: 23 - 26 September and ultimately, set creative precedents within the Commenting on the changes, Terry Savage, 2014, Suntec, Singapore region. Chairman of Lions Festivals, said ‘Moving the Fes- Delegate packages for the 2014 festival will be Last year’s winners are currently available to tival back by a week positions it better for growth, as follows: view on www.spikes.asia, along with photos, allowing us to offer delegates even greater content Early Bird Delegate Price available until 17 July interviews and seminars from Spikes Asia 2013.
59 Nex Media • Vol 2 Issue 1 Nex Media • NEWS
The Integration Evolution ave you ever imagined a flapjack without and how does it work. on communication placements ensuring a printed syrup? Or a hamburger without ketchup? The The key to an integrated approach is success- presence is concurrent with an online presence. Hsame principle applies to a successful market- fully combining the correct elements of the market- Be proactive ing campaign, a successful campaign comprises ing, PR and social media mix to ensure a flawlessly We operate in a dynamic environment where elements from marketing, advertising, public rela- executed campaign. change is the only constant plan, plan and plan. tions and social media. In recent years communi- Some important considerations Marketing Never allow your campaign to fall through due to cation channels have evolved, providing consumers Fanatics suggests when entering the integrated a technical glitch always ensure you have a con- with complete control over their product or service communication arena: tingency plan. decisions. This power shift has left marketers with Think holistically Seek professional counsel an urgent need for a change in thinking patterns Quit box thinking and start thinking of the bigger The communication domain has evolved with and communication integration. Most companies picture. the ‘spray and pray’ method a key to failure. Engage are seeking the services of specialist agencies Identify opportunities and leverage off these the skills and services of specialist marketing and including the likes of www.marketingfanatics. E.g. Use advertising placements to engage in PR agencies with a sound track record. This will co.za to assist in providing a strategic, integrated editorial platforms. guarantee a solid communication foundation with and calculated approach. The most common ques- Ensure a simultaneous presence a direct impact on profit margins and reputation tion being asked is what is an integrated approach During campaign rollouts place a strategic focus reviews. New appointment to the GfK team ne of the world’s largest research companies, services and telecommunications. He said, ‘GfK’s GfK, has welcomed Account Director Mat- roots lie in academic research so it has an inbred, Othew Glogauer to its South African team as cultural drive to do things in the best way possible. it continues to discover new insights into the way While profit is important, it is best practices that people live, think, and shop. drive the company.’ Matthew has more than a decade of experi- He added that as the fourth largest research ence in marketing, having worked for companies company in the world, GfK is poised for growth. such as Research Surveys, GlaxoSmithKline, Tiger What’s more, the industry has an exciting future Brands, and KLA. Based on this, he is well posi- ahead as online and mobile technology grow in rel- tioned to offer marketing solutions across a variety evance and quality increases in line with customer of industries and territories, and he has insight into demands. both supplier and client perspectives. With a love A family-man who enjoys music, literature, and for strategy and experience in a diverse range of television, Matthew’s passions are communica- marketing roles, the father-of-two has quite literally tions, strategy and managing expectations in order done it all when it comes to market research. to ensure one is positioned for success. Most im- As an Account Director at GfK, Matthew will be portantly, however, he said it is about being brave growing and developing accounts across financial and bold and going beyond the traditional. Matthew Glogauer account director GfK South Africa The DMMA joins global digital body and rebrands as IAB South Africa he DMMA (Digital Media & Marketing Asso- changes to the structures, processes and policies of The IAB South Africa’s commitment to growing ciation) has joined the Interactive Advertising how the DMMA was run,’ said Cinman. South African’s digital media industry by strength- TBureau (IAB), which is dedicated to growing At the AGM in August 2013, the membership ening the credibility of its single measurement cur- the global digital industry. Henceforth the DMMA of the DMMA voted in favour of pursuing an op- rency remains central to its mandate and activity. will be known as the IAB South Africa. portunity to become the official South African chap- ‘Of all the DMMA’s activities in the past year, this ‘IABs around the world help build markets; ter of the IAB. Within this directive, two members has been the most direct benefit to all of our mem- bring likeminded members together and ensure of the DMMA Board (Timothy Spira, representing bers. The needs and requirements of digital pub- that standards and guidelines are set for global publishers, and Fred Roed, representing agencies) lishers are at the core of our organisation. Encour- best practice,’ said Jarred Cinman, Chair of the IAB met with the IAB at its headquarters in New York in aging advertisers to allocate more of their budget South Africa. ‘This intent sits perfectly with what September 2013. Based on these and subsequent to local digital publishers will create benefit for all the DMMA has been working towards since its in- discussions, the IAB officially extended the offer to members, and will provide the fuel to grow our en- ception ten years ago. the DMMA to join. Communication was sent out tire industry. The DMMA today, and the IAB South ‘There are some very clear benefits to being part to the DMMA members during December 2013 to Africa of the future, acknowledges that this is, and of an established and respected global network,’ vote on the change. The motion was passed at the remains, our central purpose. Becoming an IAB will said Cinman. ‘It gives us the ability to be part of agreement of its members; and the IAB licencing only add credibility and impetus to this goal,’ con- IAB global standards, to replicate key international agreement was received at the beginning of Janu- cluded Cinman. research studies to see how South Africa fares in ary 2014. a global context, as well as giving us a seat at the ‘With the launch of IAB South Africa, there are international IAB table with access to case studies now IABs on all the world’s continents except Ant- of successful strategies in other markets. In short, arctica,’ said David Doty, Executive Vice President being part of the IAB gives our members access to and CMO, IAB, who also heads the organisation’s international knowledge and best practice, while international efforts. ‘With an already proven track ensuring that South Africa takes part in the global, record of moving the digital industry forward in one digital, conversation.’ of the world’s key markets, Jarred Cinman and his All IABs function completely autonomously, and team bring a level of expertise and knowledge to one key requirement is that each IAB is committed the newest IAB that is not only of tremendous ben- to the goal of growing the online media and adver- efit in their country, but to our global members that tising industry. ‘As this goal lies at the core of the are looking to build relationships in South Africa IAB South Africa’s constitution, there is no need for and to our network of 41 of IABs around the world.’
60 Cannes Lions set Bruce Anderson joins Lowe to launch Young Johannesburg ruce Anderson has joined the Johannesburg office Lions PR of Lowe + Partners SA as executive creative director. BHe has 17 years’ experience with agencies such as competition TBWA Hunt Lascaris, Ogilvy and Mather Johannesburg, The Jupiter Drawing Room and more recently jointly with ICCO heading up Net#work BBDO’s creative department. An- derson has worked with brands such as Mercedes-Benz, Nokia and Visa. He will be responsible for collectively leading the agency by enhancing its capability through creative in- novation and team led work. ‘In the short time that Bruce has been at Lowe + Partners SA, he has made his pres- ence felt in such a positive way. He shares the same value system of the team here at Lowe and that is what we annes Lions International Festival of Creativity will believe is going to take Lowe from strength to strength,’ this year launch a new Young Lions PR competition, said Adelle Wapinick , CEO of Lowe + Partners SA. providing young professionals in PR agencies with C Along with injecting his unwavering energy and crea- the chance to test their skills and showcase their talent. tive sensibility into the Lowe team, Bruce plans to con- Supported by The International Communications Con- quer the infamous Joburg2C multistage mountain bike Bruce Anderson sultancy Organisation (ICCO), the Young Lions PR com- race this year. petition will see teams of two people - PR professionals aged 28 years or younger working as assistant account executives, account executives, senior account execu- tives or account managers for PR agencies and consultan- A sustainable marketing solution for cies – who have been through a pre-selection process in their own country, set up the by local Cannes Lions repre- Sappi Southern Africa sentatives, put their skills to the test and compete at an international level. appi Southern Africa, part of a global company that’s delegates were excited by the surprise of the ‘pop’ ele- Once in Cannes, the competing teams will be set a inspired to create, develop and market products that ment. brief by a charity or non-profit organisation that will act as Sare sustainable and relevant to its customers, has ‘The Pop-Up is unique and appealed to the senses, the ‘client’. The aim of the 24-hour competition is to show selected a PocketMedia Solutions’ Pop-Up to communi- leaving a lasting impression. The shape and small size how PR is effectively used to engage audiences with an cate its versatile range of containerboard to its customers. enabled workshop-goers to carry it their bags and take it organisation or a specific topic that the ‘client’ is dealing The Pop-Up - an almost flat, rectangular cardboard back to the office to put on their desk,’ said Wells. with. The competition will allow some elements of crea- box that contains a square shape that pops out - is an Sappi’s products originate from a renewable resource tive to be produced by the contestants that can be used innovative marketing application that enables customer – wood fibre, sourced from responsible and well-man- when they present their strategy to a selected jury. engagement and message retention for successful mar- aged forests – and the company produces newsprint, tis- Gold, Silver and Bronze medals will be presented to keting, communication or educational campaigns. sue wadding, coated and uncoated fine papers, speciality the winners with the Gold winners being honoured during ‘The first roll out of our Pop-Ups took place at the papers, security papers, containerboard and packaging the Creative Effectiveness, Promo & Activation, PR and Citrus Research Institute’s national workshops, the last papers, which are strong, versatile and durable with the Direct Lions Awards on Monday 16 June. of which was held in Cape Town on 18 and 19 February,’ added advantage of being recyclable, sustainable/renew- Steve Latham, Cannes Lions’ director of talent and said Sappi Southern Africa’s general manager commer- able and biodegradable. training, commented, ‘As we continue to strengthen and cial, Richard Wells. PocketMedia Solutions is a firm believer in environ- amplify Cannes Lions’ efforts to provide rising stars with He explained that Sappi Southern Africa wanted to mental sustainability. Our credentials, as a low carbon op- unique learning opportunities, the Young Lions PR compe- stand out from the normal sample sheets and thus chose tion, were tested and confirmed via an independent audit tition will complement our existing contest offerings and the Pop-Up as it’s an interactive device that holds custom- and the findings showed that the Z-CARD is 94 percent give budding PR professionals a unique experience and a ers’ attention. more carbon efficient than a standard A4 leaflet,’ said global platform that will help their career prospects. We ‘The Pop-Up also has a lasting branding element as it John Davis, the Managing Director of the company. are delighted to count on the support of the ICCO for this can be kept on our customers’ desks for ease of reference. competition.’ It was a completely different way to get our packaging David Gallagher, president of ICCO said, ‘ICCO is fo- message across and to stand out from the clutter,’ said cused on the future of the global PR industry and we see Wells. the Cannes Lions festival as a one-of-a-kind world stage The ‘envelope’ explains to Sappi Southern Africa’s to showcase the enormous potential and creativity of our customers that there is an increasing awareness to use young talent. We are delighted to help debut the Young renewable, sustainable and recyclable resources, and PR Lions competition and eager to show our stuff among that Sappi’s range of containerboard products, manufac- the best and brightest in Cannes this summer.’ tured to ISO standards, ensure that whatever the applica- The ICCO is the voice of public relations consultancies tion may be – whether agricultural or industrial - it has a around the world. The ICCO membership comprises na- solution best suited to its clients’ needs. tional trade associations in 29 countries across the globe Each side of the Pop-Up contains information about in Europe, Africa, Asia, the Americas and Australasia. Col- one of Sappi Southern Africa’s mills - the Cape Kraft Mill, lectively, these associations represent over 1700 PR firms. Tugela Mill, Ngodwana Mill and the Enstra Mill – and www.iccopr.com provides information about the mills’ brands, grade type The Cannes Lions International Festival of Creativ- and grammage. ity will take place 15-21 June 2014, in Cannes, France. ‘At the Cape Town workshop delegates were very A comprehensive learning programme designed to ac- complimentary of the Pop-Ups and said that they provide celerate essential training across all career levels and a good summary of where all of our products are made. disciplines is available during the event as well as Young They also mentioned how innovative the Pop-Ups are,’ Lions Competitions for Print, Media, Cyber, Film, Design said Wells. and Marketers. For further information or to register to at- tend, please visit www.canneslions.com. The Pop-Up created a stir at all of the workshops, and www.nexmedia.co.za 61 Nex Media • NEWS
Shamik incorporates Z-CARD India into its marketing campaign hamik, a Mumbai-based real estate development compa- sive commercial facilities in and around the area,’ confirms For more information about PocketMedia Solutions, visit ny, was looking for a retainable and compact brochure that the company’s Marketing Manager, Rainier Lemos, Marketing www.pocketmediasolutions.com or www.zcard.co.za Scould incorporate pictures, have enough space to feature Manager. or e-mail [email protected]. Follow on Twitter: @Pock- ten of its on-going projects, and have a web driver that would ‘The Z-CARD provided our buyers with information about etMedia_SA and Like on Facebook: direct buyers to its web page for more information. our various projects, in an easy to use format. It opens like a @PocketMediaSolutions. ‘Z-CARD India thus produced a six-panel, K-format Z-CARD notebook, providing buyers with a compact yet functional prod- with a QR Code on the back cover to meet Shamik’s campaign uct that they can keep and engage with often,’ he added. objectives,’ said Floyd Fernandes from Z-CARD India, part of Z- Two sets of business card Z-CARDs were also produced for CARD Africa, India, Middle East and Turkey (ZAMI). Shamik’s Sales Managers, with their details on the cover and Shamik specialises in the redevelopment of existing struc- the same project information inside. tures and is ranked amongst the top developers in this category ‘The Z-CARDs formed part of an integrated campaign in Mumbai. that generated brand awareness for Shamik. Our client was ‘We have launched, completed and delivered many state- extremely happy with the finished products,’ Fernandes con- of-the-art residential complexes, premium homes and impres- cluded. The Loeries African Roadshow – A Momentous Occasion for Tanzania’s Communications Industry he second stop of the Loeries African Roadshow took relevant statistics and studying the categories and quality now considered by the Loeries – including Digital media, place in in Dar es Salaam, Tanzania with a vibrant of presentation. He went on to say that entrants shouldn’t Architecture & Interior Design, Package Design, Radio, Tcrowd of around 70 representatives from the brand be trying to create work with the sole purpose of winning Television, Print media, Outdoor, Communication Design, communications industry. Attendees gathered at the Best an award. Factors like innovation, quality of execution, rel- Public Relations, Live Events, Sponsorship and more. Western Coral Beach Hotel and enjoyed welcome cock- evance to the target audience, the brand and the chosen Key dates to remember: tails while the orange sun sunk slowly over the ocean. medium, are all part of the judging process and are critical Entry Deadline: 30 May Ulric Charteris, CEO of Roots 255, an advertising for great communication. ‘The detail and caretaking and Loeries Creative Week™ Cape Town: 15-21 agency based in Dar es Salaam, opened the programme. execution of the idea are what win awards,’ Human said. September ‘It’s a momentous occasion seeing all these industry peo- Tanzania’s brand communications industry has only International Seminar of Creativity: 19 September ple in one room,’ he said, ‘I’m very passionate about the been developed in the last decade and is now becoming The Loerie Awards Ceremonies: 20-21 September Loeries going into Africa.’ He went on to say that this is a thriving sector with a myriad of potential. ‘We’re a very For more information go to loeries.com an important time for both the continent and the Loeries young, naïve country as far as advertising is concerned, in terms of creativity. ‘I don’t think that Africa has found its which is a challenge, but we’re working towards improv- true voice yet and that’s my mission in life. At least, I can ing it,’ said Charteris. This said, Tanzania is very advanced hopefully start a trend. We need to find a uniquely African in terms of mobile, digital and broadband infrastructure way of advertising that people identify with and when we and as such, the digital sector has quickly grown and is find it, it’s going to be great.’ now realising its market potential. A number of young Andrew Human, CEO of the Loeries, took to the stage creatives, from graphic designers to the owners of digital and presented an intriguing collection of highlights from companies attended the event in order to garner both in- the Loeries Seminar of Creativity, as well as all the 2013 formation and inspiration from the Loeries. winners from the Africa and Middle East Category. From ‘Africa is becoming a focus point for multi-national there he went on to explain the details of the judging pro- companies so there's been a huge growth in the industry,’ cess and the various categories, including a new one for said Russell Stuart, director of Continental Outdoor Media 2014 called Service Design, which is focused on the inter- in Tanzania. ‘Tanzania has a young and growing market, action between a brand and its customers. Human also which makes it quite vibrant in a way, and competition is offered tips on entering the awards with six pivotal steps healthy and fierce.’ The beautiful view from the to winning such as having a great idea, keeping it simple, Every touch-point between a consumer and a brand is Best Western Coral Beach Hotel Cannes Lions 2014 wow open for delegate registration he 61st Cannes Lions International Festival of Crea- exceptional inspiration, learning and networking opportu- vation Lions category. Exhibitions and screenings of the tivity (15-21 June), the world’s largest and most pres- nities, it’s a chance for the global creative communities greatest global work, up to four awards ceremonies and Ttigious annual awards celebrating creative excel- to recognise accomplishments, and take the industry to two galas are also part of the delegate packages. Along- lence in global advertising and communications, is now new heights.’ side this, multiple Academies and Young Lions Competi- open for delegate registration. For the first time, the overall content for Cannes Li- tions will run throughout the seven days helping to nur- Cannes Lions delegates can choose from a range ons will this year be themed around ‘Creativity in Action’ ture and drive fresh talent. of packages, including 3-day, 4-day, 7-day and Premier with a packed week of more than 50 seminars delivered All Festival attendees are eligible for preferential Package passes, all providing access to world-class by world renowned thought-leaders and more than 20 rates on accommodation. The online accommodation content, inspirational exhibitions, screenings and award hands-on learning workshops. Brazil Day will provide at- guide offers possibilities for all budgets and preferences shows showcasing the best global creativity in commu- tendees with an insightful one-day content programme on and can be viewed on http://www.canneslions.com/ nications, as well as unrivalled networking opportunities. Brazilian creativity, marketing and cultural understanding. accommodation/ Special discounted packages are available for young The Forum will this year be extended by an extra Lions Health is now also open for delegate registra- creatives, young agency executives, young marketers and day running from Sunday 15 to Friday 20 June offering tion http://www.lions-health.com/attend/ Both Cannes students, helping to provide the next generation with in- six days of content, each exploring a different theme: Lions and Lions Health will take place in the Palais des valuable learning opportunities. To buy a pass visit www. Creativity Decoded, Creativity Remixed, Creativity Across Festivals in Cannes, France. Delegates can buy a pass to canneslions.com/register Screens, Global Creativity which will feature independent attend one or both events. ‘Cannes Lions offers delegates the opportunity to step agencies from around the world, Talent & Training and away from their day-to-day work and truly immerse them- Music & Creativity. Once again TechTalks will provide selves into a unique environment of creativity for a few dedicated technology content, and delegates can enjoy days,’ said Philip Thomas, CEO of Lions Festivals. ‘With the unique opportunity to view live judging of the Inno- www.nexmedia.co.za 62 The printing industry’s first five-colour printer lands in South Africa KI South Africa was proud to see the long awaited creativity and the ability to create extraordinary mock-ups, ‘The introduction of the OKI ES9541 enables creative and much anticipated new five-colour printer land in stationery, brochures, prototypes, point-of-sale materials, businesses such as design agencies or marketing firms OSouth Africa on 19 February 2014. The OKI ES9541 window graphics, labels and so much more in breathtak- and copy shops to produce a greater variety of material is the graphic arts industry first five-colour, A3 LED printer ing HD colour. on demand, in short runs more cost-effectively than ever incorporating the latest advancement in printing technol- In addition to C, M, Y, K process colours, the OKI before. The white toner option is ideal for printing on col- ogy that boasts a unique 5-Station Multimedia production ES9541 offers an extra spot colour in white or clear gloss. our paper, transparent film, T-shirt transfers and promo- platform that allows previously outsourced print jobs to be This capability was previously only available on expensive tional merchandise; and the clear gloss for producing high produced in-house. digital or litho graphic printing equipment. quality catalogues, manuals, photo books and marketing The OKI ES9541 allows users to demonstrate their Emile Pitout, OKI Speciality Product Manager said, documents.’ Lions Health announces Inaugural Jury line-up ions Health to be held in the Palais des Festivals, Red Fuse, Hong Kong Information on how to enter work or register to attend Cannes, France, 13-14 June 2014, has announced the Vineet Bhagchandani, group chief creative officer & Lions Health, can be found here www.lions-health. Lmembers of the first ever Pharma and Health & Well- vice president operations, Aakanksha Healthcare, India com ness juries participating at this year’s inaugural event. Health and Wellness Lions Jury The Pharma jury, led by Jeremy Perrott, global chief Kathy Delaney, global chief creative officer, Saatchi & creative officer of McCann Health, will judge entries into Saatchi Wellness, Global – jury president Pharma Communications to Healthcare Professionals Carolyn Paul, global managing director, Health and and to Non-Healthcare Professionals; whilst the Health European Health Practice Chair, Edelman, Global/Europe & Wellness jury, chaired by Kathy Delaney, global chief Christian Bauman, managing director & chief creative creative officer of Saatchi & Saatchi Wellness, will look officer, H4B Chelsea, USA at entries in Health & Wellness Consumer Products and Denis Mamo, executive creative director, Education & Services. Both juries will first vote to arrive Ursa Clemenger, Australia at a shortlist before entering discussions to decide which Dick Dunford, creative partner, Loooped, UK pieces of work are worthy of being elevated to prize win- Elizabeth Elfenbein, partner, The CementBloc, USA ning status and presented with a coveted Health Lion. Jacqueline Nolan, executive creative director, Digitas Commenting on the Lions Health jury line-up, Terry Health, USA Savage, chairman of Lions Festivals, said, ‘We very much Julian Astin, creative director, ICC LOWE, Switzerland look forward to welcoming to Cannes this esteemed Merlee Cruz-Jayme, chair/chief creative officer, DDB/ group of professional healthcare communicators who tru- DM9 Jayme Syfu, The Philippines ly represent the global nature of the industry. They are all Mike Rogers, creative partner, Serviceplan Group for passionate about the importance of creative excellence in Innovative Communication, Germany communications, and as such, the outcome of the judging Pete Smith, regional executive creative director, Ogil- process will not only set the benchmark for Lions Health vy CommonHealth, China going forward but also have an impact on the future of Peter Henshaw, creative director, inVentiv Health Eu- healthcare communications around the world. It will be rope, UK Jeremy Perrott an exciting few days!’ Rob Rogers, chief creative officer, Sudler, USA Pharma Lions Jury Rui Piranda, executive creative director, Giovanni + Jeremy Perrott, global creative director, McCann DraftFCB, Brazil Health, Global – jury president The first Lions Health Festival, offering two-days Alexandra von Plato, president and global chief crea- of thought-provoking content, inspiring screenings and tive officer, Publicis Healthcare Communications Group, exhibitions of all the latest healthcare marketing com- Global munications from around the world, as well as network- Andrew Spurgeon, creative director, Langland, UK ing opportunities, will culminate in the first Lions Health Bruce Rooke, chief creativity officer, GSW Worldwide, trophies being presented to the winners at a dedicated Global awards ceremony taking place in the Palais des Festivals Hugh Fitzhardinge, creative director, Ward6, Australia in Cannes on Saturday 14 June. Special Awards will also Joshua Prince, chief creative officer, The CDM Group, be given to the Network of the Year and the Agency of the USA Year, both of which will be calculated by a points system Laura Schoen, president Global Healthcare and chair based on shortlisted and winning work. Following this, Latin America, Weber Shandwick, Global/Latin America the official Lions Health Gala will bring the Festival to a Mauro Arruda, managing director, chief creative, close. Havas Life São Paulo, Brazil Kathy Delaney Pierre Loo, regional professional director – Creative, Office 365 and Windows Phone, better together reacha, a full-service creative design and advertis- 365 policies and get enhanced security with SSL-encrypt- about Creacha, visit www.creacha.co.za or email ing agency, has selected a pocket-sized Z-CARD in ed data connection to Office 356,’ said Microsoft’s Jayenti [email protected]. Follow on Twitter: @CreachaSA Cwhich to generate awareness amongst Microsoft Aurakeasamy, Syndication: Channel Sales Executive. and LIKE on Facebook: www.facebook.com/ consumers about Office 365 and Windows Phone. The content of the card also provides customers with CreachaSA. With Office 365 and Windows Phone customers can an Office 365 comparison chart of features for Windows create and edit Word, Excel, PowerPoint and OneNote Phone 8, iOS 6, Android 4.0 and BlackBerry OS 7 and pro- documents from anywhere. vides further information about Outlook e-mail and calen- ‘The aim of the Z-CARD is to communicate this to our dar, Lync and SharePoint. customers and to let them know that their business in- The cards are being used in the Retail Sales Channel formation is in safe hands with Windows Phone, as they by all Vodacom retail staff who use it as a ‘cheat sheet’. can remotely wipe their device using Outlook Web App in For more information about Microsoft South Africa, Office 365, enforce device encryption and PIN via Office visit www.microsoft.com/en-za. For more information
63 Nex Media • Vol 2 Issue 1 Nex Media • NEWS
African Bank embraces the extraordinary iven that African Bank is not an average bank, it giving them each a persona – the graduate, business next adventure.’ will not treat you like an average client. This is the man, family man, D.I.Yer and dreamer,’ explained Tammy. The creative rationale Gmessage that African Bank communicated in their ‘We do know you’re not the average graduate. We ‘We wanted a unique concept that would generate ‘Average Joe’ direct mailer campaign. know that education means a lot to you and your family, awareness around our brand but also our individual prod- ‘We designed and had a personalised PocketMedia it sets you out from the crowd and gives you the edge. ucts that assist our clients in celebrating important mo- mailer produced – a world first in terms of the direct mail Consolidate existing accounts and study further with less ments in their life,’ explained Tammy. PocketMedia application –that embraces the extraordi- stress.’ ‘Our team – Jacqueline Le Roux (graphic designer), nary. It has a concertina-style inner that opens to provide ‘We do know you’re not the average businessman. So Brooke Dickens (copywriter) led by Joanne Cowie (head; its customers with various messages about the bank and here’s to you the go-getter, the man in a sharp suit and direct marketing) and myself –worked together to cre- how it can meet the needs of individuals at various stages briefcase who tackles the boardroom meetings head-on. ate this exciting direct mail application that not only ad- of their life,’ said African Bank’s Tammy McCrindle, crea- Now you can crack those business deals over lunch with dressed our individual clients’ needs, but also gave them tive manager. your new Credit Card.’ a new perspective on African Bank and their own lives,’ The mailer consists of a sealed Z-CARD with a world- ‘We do know you’re not an average family man. So she added. first zip strip which is pulled to reveal the contents of the here’s to you Dad, through intense soccer matches and The personalised mailers were posted to 66 000 cur- Z-CARD. ‘Full duplex personalisation was done on the stressful math exams we salute you for taking care of rent and potential African Bank clients. cover of each Z-CARD, on 300gsm board, which is also a your family. When life takes an unexpected turn we’re word-first in terms of our PocketMedia applications,’ said here for you with our Funeral Cover.’ John Davis, managing director of PocketMedia Solutions. ‘Because you’re not an average D.I.Yer. We know you ‘Applications such as this African Bank mailer push are the do-it yourself kind of person and we applaud you the limits in the print and direct mail industries and are for your hard crafty work. Remember getting the right in- certainly beyond most mailing organisation’s limits in surance for you and your family is vital.’ terms of stock weight,’ he added. ‘We know you’re not an average dreamer. So here’s to ‘Based on internal research we could define the five you, the dreamer whose ideas are bigger than the world. main uses of our products, which we then illustrated by Now you can take a Payment Break when you plan that The Loeries African Roadshow Kicks off in Harare he Loeries African Roadshow kicked off to a great Make your statistics relevant For more information go to loeries.com start on 18 March at the Crown Plaza Monomotapa A new category for the 2014 Loerie Awards was an- Tin Harare, Zimbabwe. The Loeries are Africa’s most nounced – Service Design. This category is focused on the prestigious brand communication awards and entries are interaction between a brand and its customers, ‘This “last open to everyone in the brand communication industry – mile” of the customer experience can be vital in achieving marketers, agencies, designers, media owners and media sales, engaging new customers and building loyalty with agencies – across Africa and the Middle East. existing customers,’ said Human. The first stop of the roadshow was an all-round Human took the opportunity to make the first an- success, with around 180 attendees from Zimbabwe’s nouncement of five speakers at this year’s Seminar of brand communication industry. Juliet Ziswa, marketing Creativity taking place during Loeries Creative Week: director for East and Southern Africa at Unilever, opened John Mescall, executive creative director at McCANN, the event, with Praxie Dzangare, chairperson of the Zim- Sydney; Ali Ali, a film director from Egypt; PJ Pereira, babwe Accredited Advertising Practitioners Association chief creative officer & co-founder, Pereira & O’Dell, San (ZAAPA) welcoming the crowd and introducing the night’s Francisco; Steven Doyle, creative director, Doyle Partners, speaker, Andrew Human, CEO of the Loeries. New York City; and Arno Lindemann, chief creative officer, The programme began with a fascinating collection of Lukas Lindemann Rosinski, Hamburg. highlights from the Loeries Seminar of Creativity featur- Human also announced a special prize for the overall ing several world leaders in the creative industry. Human winner of Zimbabwe’s Ngoma Advertising Awards taking then presented all the 2013 winners from the Africa & place in April: Complimentary entry into the Loeries for the Middle East Category; he went on to explain the judg- overall winning piece, and complimentary Loeries Crea- ing process, list the categories, and he provided tips on tive Week access for the award-winning team – with a entering the awards. He spoke about innovation, quality total value of over R10 000. Denford Mangora, Jericho CEO and Praxie of execution and how relevance to the target audience, At the end of the programme, visitors had an oppor- Dzangare, ZAAPA Chairperson brand and the chosen medium are all critical elements of tunity to network with their industry colleagues. Many great communication. attendees expressed their gratitude for a workshop of ‘If you’re selling bottled water and all your competi- this kind because although there is a strong and thriving tors are selling bottled water,’ he said, ‘your only differ- advertising community in Harare, access to this content entiator is to make yourself stand out. And to stand out was found to be really inspirational. you have to be different; recognisable. If you are doing ‘I was talking to some of the people who came creatively awarded work – you’re being innovative – and through today and they were saying that they were you will be eleven times more efficient in generating a amazed at how many Zimbabwean creatives have come market share increase than if you’re doing mediocre work out to this workshop,’Denford Mangora, CEO of Jericho the same as everybody else,’ Human continued, referenc- Advertising said of the event. ‘The hunger, energy and ing James Hurman’s book, ‘The Case for Creativity’. drive displayed simply demonstrates that we do have Breaking the programme into easily understand- passion for great creative work, which is then moulded able sections, Human gave it a refreshingly simple and by the things we’re being told today – here is what world- straightforward atmosphere. He offered six pivotal steps class people are doing, here is what it takes to get there to winning an award: with your campaigns and ideas.’ Start with a great idea Key dates to remember: Keep it simple Entry Deadline: 30 May Don’t create work with the sole purpose of winning Loeries Creative Week Cape Town: 15-21 September awards International Seminar of Creativity: 19 September Study the categories and know where to enter The Loerie Awards Ceremonies: 20-21 September Juliet Ziswa, marketing director for East and A bad presentation can lose you an award Southern Africa at Unilever www.nexmedia.co.za 64 TEMPLER INDUSTRIES I more than just ink...
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