MarketingMix MEASURABLE MARKETING INSIGHTS I Vol 26 Issue No. 3/4 I 2008 I R25.00 incl. vat MarketingMix CONTENTS I 02 I Book Review I 21 I Research 10 Marketing Mix reviews the Green Marketing Mix investigates the local Marketing Manifesto, by John Grant, research industry, and explores major and learns how to fit the green issues, current trends and future options revolution into marketing and sales strategies I 40 I Airport 24 Marketing I 03 I Ed’s note Do you know how to make the most of airport marketing in spite of I 04 I Direct Marketing airport upgrades? Marketing Mix Marketing Mix reports back from the takes a closer look at some of the marketing direct best practices challenges that marketers and media workshop owners are facing 07 I 44 I Expert Opinion: I 06 I Expert Opinion: 32 Helen McIntee Richard Duncan Helen shares her list of top 20 things Richard gets hot and bothered about she has learned as a customer and a agency remuneration marketer I 07 I 7 Day [B]itch I 46 I Expert Opinion: Nicci Columbine Sharon Piehl, tells us how she deals 16 with traffic jams 38 Nicci explains how technology can be used to channel a marketing message through contact centres I 08 I Expert Opinion: Michele Venter-Davies I 50 I Expert Opinion: Horrible consumer experiences leave Lisa Basson Michele wanting more Lisa explains why it’s important to be innovative 40 I 10 I Top Media Performers I 52 I Expert Opinion: 22 Marketing Mix lists the best in print, Nici Stathacopoulos based on the latest ABC figures Nici checks up on brands that are taking on the virtual world I 16 I Experiential marketing I 53 I The Green Shopper Workshop There’s a reason why experiential 56 report back marketing is being allocated a larger Marketing Mix delivers the highlights portion of the marketing budget of the Green Shopper workshop. every year 26 I 56 I Expert Opinion: I 20 I Expert Opinion: Nana Nkosi Yoav Tchelet Nana believes internships are the Yoav makes web usability easy way forward Vol 26 No. 3/4 I 2008 I MarketingMix 1 by michelle sturman BOOK REVIEW The green marketing manifesto If there’s one book to read this year, this is it. cosmetic and marginal improvements.’ The ‘Green’ movement is gaining momentum Grant sees a huge opportunity to use green and if marketers want to keep up, they have to innovations to leave competitors behind. He play ball. But not just any ball. A green ball. uses Marks & Spencer’s extensively as a case And play with the green ball properly – none of study throughout the book, for its Plan A (ie this ‘greenwashing’ stuff please. You’ll be busted there is no Plan B here). What it boils down to and the fall out won’t be pretty. for marketing objectives is that our current And before you start moaning saying lifestyles ‘need to change beyond recognition’, that green doesn’t fit with marketing and which impacts on all marketing, from everywhere. consumerism, actually, yes it does. You just have The role of a marketer now should be to to be clever about it. Grant doesn’t provide all change consumer behaviour. Grant says this can the solutions in this book (incidentally, made be achieved in a number of ways: from sustainable paper, etc, with a warning on Education; get being green out of being the front cover not to put it in a plastic bag). niche; extend green culture outside of the middle Instead, he gives brilliant case studies on how class; and make damaging practices unattractive. other true green companies have made a huge To achieve the greenest marketing, three success of their brands, and profits to boot. things need to happen: commercial outcomes, Grant also points out the differences in being environmental outcomes and cultural outcomes. and easy to grasp true green and greenwashing as well as how to To get to this point, a new approach to market- Integrative – combining commerce, technology, incorporate green into your everyday marketing ing is required, but as Grant points out, in the social effects and ecology activities. past 10 years or so marketing has (or should Innovative – creating new products and new Here’s a simple breakdown of how this green have been) going this way with a move to more lifestyles thing works: personalised and community marketing. This Inviting – a positive choice, not a hair shirt Informed – lack of knowledge is what most A. Green B. Greener C. Greenest distorts people’s behaviour. And you mustn’t be confused by the 1. Public difference between green marketing and cause- Set an example Develop the market New business concepts company & related marketing. The latter is a link with a markets good cause that makes your brand feel good by 2. Social virtue of association. Green marketing is ‘a deep brand & Credible partners Tribal brands Trojan horse ideas set of reforms’. But you can do both. belonging The above information is a tiny snippet of what’s available inside The Green Marketing 3. Personal Market a benefit Change usage Challenge consuming Manifesto. It’s chockfull with case studies and products & habits examples of brands getting green marketing Set new standards/ Share responsibility/ Support innovation/ spot on, and those that failed. It’s also filled communicate collaborate culture reshaped with useful hints and tips on how to get green The green marketing grid marketing right, and useful websites to visit for more information on what being the ‘greenest’ Grant does fully explain this table but just makes the transition much easier. ‘We need really means as well as tons of references. looking at it, it is fairly uncomplicated. What marketing that does good, rather than marketing There’s no excuse for not knowing how to truly Grant does understand is that the concept of that just looks good.’ And there’s a difference go green when this book is on your reading list. green marketing is a little more complicated and between green marketing as opposed to It’s a roadmap to change. K therefore a brand can run the risk of getting this marketing green, which is for NGOs, charities, horribly wrong, especially if it’s thinking of etc. Marketers need to follow the former. The Green Marketing Manifesto jumping on the bandwagon purely for profits. Marketers need to make green normal as ‘The first step towards sustainable green opposed to making normal green. By John Grant marketing is to grasp that green issues are Green marketing follows five I’s: John Wiley & Sons pointing to the need for step change, not Intuitive – making better alternatives accessible R344 (approximately) 2 MarketingMix I Vol 26 No. 3/4 I 2008 ED’S NOTE Picking a bone I have a T-Rex sized bone to pick. I am frequently approached by PR persons, publicists, PAs and organisations wishing to see their latest exploits in print. I am offered the ‘exclusive’ story or interview, and I happily PROPRIETOR AND PUBLISHER: accept, only to see that same story published in another Systems Publishers (Pty) Ltd. title two weeks later! Clearly, there is no understanding of Tel: (011) 234 7008 what ‘exclusive’ means nor is there any concept of editorial integrity. North Block, Bradenham Hall, Here it is then, for those of you who still don’t get it: the Oxford Dictionary defines the term Mellis Road, Rivonia, ‘exclusive’ as: ‘reserved for or limited to the person or group concerned’. Johannesburg As I have had more than a handful of frustrating debacles over this issue, I have decided to take drastic measures. I am no longer going to accept offers of an ‘exclusive’, unless you can PUBLISHER: Terry Murphy guarantee me that the content you are offering will not be seen anywhere else (and if it is, then it won’t be for at least six months after I have printed it). Because I build this magazine’s MANAGING EDITOR: reputation on the content within it, especially in an age that finds my readers simply ignoring Michelle Sturman anything they have seen somewhere else, If you are not going to respect my mission to make e-mail: [email protected] this magazine content-rich and unique, I am not going to like you or your ‘exclusivity’. These days, it seems that every Joe who has something to say about marketing wants to say it EDITOR: Fulvia Becatti at once across every marketing-related medium, with no consideration of the fact that media are e-mail: [email protected] not their personal mouthpieces. If Joe wants to broadcast himself, he should get a blog. Magazines, especially niche B2B mags, are sophisticated media environments, with sophisticated SUB-EDITOR: Jenny Bastomsky readers who have high expectations and demands of their media. And while I do understand e-mail: [email protected] that I have a responsibility to report on industry-relevant events, opinions and expertise, I also have a responsibility to provide readers and advertisers with value. I will be ruthless in obtaining ADVERTISING MANAGER: this balance, so don’t waste your time trying to woo me with an ‘exclusive angle’ on a story that Robyn Richen everyone else will be getting! e-mail: [email protected] Right, now that I’ve had my rant, let me tell you a bit about the exciting stuff we have for you. This issue boasts Research 10, a special guide to research in SA (I won’t spoil it for you – check it PRODUCTION: out yourself!).