3D Group Not just another exhibitionist! - Nex Media
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3D Group Not just another exhibitionist!
Explore the world
of Marketing
Wherever
PUBLISHER:
Vikesh Roopchand, Cell: 082 576 7345
vikesh@sentientpublishing.co.za
you are!
EDITOR:
Mark Norris, Cell: 082 850 4929
Download your free copy
mark@sentientpublishing.co.za
of Nex Media
CONTRIBUTORS:
Dumi Maseko Alan Haarhoff Alastair Laing
Colleen Villela Leon Keyter
www.nexmedia.co.za
SALES:
Hegan Moodley, Tel: 011 475 5095
David Wilsnagh, Tel: 011 475 5095
Nigel Lingard, Tel: 011 475 5095
OPERATIONS:
Sharvina Roopchand, Tel: 011 475 5095
Dineo Moilwa, Tel: 011 475 5095
DESIGN & LAYOUT:
Bert Johnstone – Sentient Publishing
PRINTING:
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Nex Media • ALL HANDS ON DECK FOR MARKEX
All hands on deck for Markex
D
eadlines, deadlines, deadlines … for those of us in the marketing and media
arenas it seems that we are constantly chasing some deadline or other. If it is not
one thing then it is another but the chase is almost constant and the pressure is
unrelenting.
As I write this editorial there are just three weeks to Markex and by the time you read it,
Markex will be less than a week away. So, by now, your plans for the show should be
complete and you should be ready to commence with the build-up. This year Nex Media
is the Official Media Partner of Markex and as such we have a number of different people
taking part in the magazine all of who are hoping to see you at Markex.
As you are all aware, Markex was moved from the second week of June and caught all of
us a bit off-guard and reducing the amount of planning time we all had. But then, we are all
consummate professionals and it is not our first rodeo so, we have taken the extra pressure
in our strides and we will be ready. The mere fact that you can read this, means that we were
able to turn the magazine around in a week less than we would normally require and we
have the same faith in you that you will be able to pull out a few miracles of your own.
We look forward to meeting with all of you at Markex and trust that you enjoy the show.
We have coverage in this issue of the Prism Awards. After 18 years the Prism Awards
achieved the highest level of support ever with the event being over-subscribed. This
resulted in a last-minute overhaul to provide a different format which could accommodate
everyone who wanted to attend. Congratulations to the winners.
This issue is jam-packed with a very wide selection of features ranging across legal
aspects, business elements and company specific profiles. Add to this the spread of news
and should have something for everyone. So, until next time enjoy.
Mark Norris
Editor
www.nexmedia.co.za 24
The art of creating the perfect trophy ................................................. 24
PRISMs 2015 Celebration of African Excellence ................................ 26
Time for your most memorable event ever ......................................... 28
Achievement Matters in sets and staging .......................................... 30
The pitfalls of e-campaigns and how to overcome them ................... 32
Sponsorship value is highly profitable ................................................ 34
Internet retailing increases by 25 percent in South Africa ................ 36
Editorial ................................................................................................ 2
The GAPP Awards THE South African print awards .......................... 38
3D Group Not just another exhibition company! ................................... 4
Twitter and Ad Dynamo help ‘Promote’ South Africa’s leading brands .. 40
Naked Naartjie The stripped down approach .................................... 41
Event Décor Marketing to Thrive ....................................................... 42
It’s clear to see… – Clear Design, Perspex fabrication manufacturers ..... 44
Corporate Gifts Looking for longevity ................................................. 7
Cherry Apple Media: The fruitful experience in communications
The townships all wrapped up ........................................................... 8 design and implementation ................................................................ 46
Markex 2015: helping you make all the right marketing moves ....... 10 The Local approach to branded apparel ............................................. 48
Consumer Protection The future of mobile prize promotions ............ 12 BEYONDred – Interpreting your needs Maximising your experience .... 50
The power of branded entertainment ................................................ 14
The Complete Digital Marketing Strategy ......................................... 16 Finally the answer to What Women Want ......................................... 51
Paying it forward at Black Pearl Marketing ....................................... 18 To gift or not to gift ............................................................................. 52
Activating The Brand Connection with a Nex Invasion ..................... 20 Nex News ............................................................................................ 56
Printed on supplied by 3 Nex Media • Vol 3 Issue 1
Nex Media • 3D GROUP NOT JUST ANOTHER EXHIBITION COMPANY!
3D Group
Not just another exhibition company!
The marketing space is filled with a plethora of companies offering varied and specific services. In the
exhibitions and display sector there are exhibition stand builders, shopfitters, events companies, brand
activation companies and furniture hire companies. Each one of these functions demands a dedicated approach
to the clients’ needs and requirements. Attention to detail is a necessity and every element is vital.
www.nexmedia.co.za 4
N
ow consider combining all of these different and sometimes disparate exhibition stand builders and event companies. It also handles all other electrical
elements together into one company which handles all of these requirements including distribution boards, plug outlets and specialised lighting.
functions and so many more. Such a company could be a logistical It also provides electrical testing and certificates of compliance.
nightmare to run. The 3D Group with its head office in Linbro Business
Park in Johannesburg embodies just such a company, capable of handling all There is one other company in the group, which is slightly different. 3D Cape
these services plus many more besides. It provides customers with a full is run by Andrew Keymer and offers the full repertoire of services in the Cape
turnkey solution to meet their needs. Town market but on a much smaller scale. Where required for larger events or
exhibitions, staff and infrastructure can be moved from Johannesburg.
What sets the 3D Group apart is that it comprises separate and autonomous
companies to provide specific services. This makes the different projects more Over-and-above these services the 3D Group also has offers many associated
manageable with each of the divisions handling their own clients and projects. services such as board cutting and spray painting in order to be able to assist
However, when the need arises, the entire company comes together to meet the with the design and construction of bespoke exhibitions stands, shopfitting and
needs of a client. The Group comprises six different companies each with its custom-made, point-of-sale display units. The company also has a full team of
own manager and staff. graphic designers and a printing plant capable of printing large-format graphics
for use on stands and also smaller formats which complement the overall
3D Design is one of the largest exhibition stand design and construction com- exhibition or store visitor experience.
panies which specialises in custom modular and wood exhibition stands, shop
fitting and event infrastructure and management. In addition to all these services
it can also provide certificates of compliance and engineers certificates where
required.
3D Shell provides an exhibition infrastructure service to exhibition and event
organisers. Managed by director Dylan Solomon, it executes approximately five
projects a month with a total of 5000sqm of shell scheme. The recently launched
EaziXpo on-line exhibitor and organiser management system, is first for South
Africa. This system simplifies the process of exhibition management for
organisers and exhibitors alike.
3D Furniture Hire, as the name states handles all of the furniture hire for
exhibitions, events, activations, in-store/mall activations. This company is run by
director Tony Cantatore and started out more than 15 years ago with just three
tables and six chairs. It now has a full range of furniture and equipment with
more than 8000 items in stock including tables, chairs, coffee machines, couches,
display cabinets and fridges to meet even the most demanding requirements.
3D Events is managed by Paula Fernandes and specialises in roadshows, gala
dinners, product launches, sales conferences and golf days. 3D Events also
supplies clients with promotional items and corporate wear.
Switched-On-Electrical falls under the leadership of Japie Van der Linde and
specialises in the supply of lighting solutions to the Group and also to external
Printed on supplied by 5 Nex Media • Vol 3 Issue 1
Nex Media • 3D GROUP NOT JUST ANOTHER EXHIBITION COMPANY!
Commenting on the scope of the company, Conrad Kullmann, said, ‘We offer expertise to facilitate everything from a single-function event through to a full
clients from all sectors of business or industry a one-stop solution. We do not nationwide roadshow, from an instore or mall launch to a full brand activation
outsource anything, this way each company in the group, or the group as a or even the creation of a full shop design. Every aspect is planned and executed
whole is able to offer the client a dedicated service without any of the with meticulous attention to detail. The result has been unprecedented growth
problems associated with dealing with third-party suppliers.’ which will see the 3D Group moving into new custom-built premises at the end
of this year. These 4800sqm premises will allow all the different companies to be
For a company to be able to offer such a broad range of services to its clients, housed under one roof in one facility. All the production and preconstruction will
it must have the size, not only in terms of manpower but also in terms of be handled in this one venue. It will also provide more than 1000sqm of storage
infrastructure, capacity and resources. Add to this the expertise and knowledge space for all the furniture and hire equipment.
required to take even the most unusual of requests into its stride without so much
as a blink. Conrad concluded, ‘We have created an all-encompassing solution for clients
where we can meet their every need. We have the expertise and the creativity to
The 3D Group ticks all the boxes and a few besides. The company was formed be able to turn an idea into a vision and vision into reality. The 3D Group truly is
by brothers John and Conrad Kullmann in a garage in Bramley in 1998. These a one-stop solution for all event, branding, shopfitting, exhibition, activation and
humble beginnings were preceded by John moonlighting from 1996 using a display requirements and our clients can rely on us to handle everything. The only
vinyl cutter – funded by his grandmother - to create branding solutions for a thing we will not do is move into exhibitions organisation. We are experts in the
few customers on a very small scale. By the time Johan and Conrad formed fields we address and we believe in sticking with what we do well.’
3D Designs, John was at the point of make or break, either he went fulltime
with this project or he had to give it up. In order to keep up-to-date with the latest international trends in design,
construction, materials and services the 3D Group visits the largest international
Once the decision to proceed was made and John and Conrad had committed trade show in the sectors which it addresses. This ensures that it is able to offer
there was no looking back and growth came as naturally as designing stands. its local clients the very best and latest innovations.
Today, the group spans across four production factories in Johannesburg and
one in Cape Town. It employs 275 permanent staff members across the six So while its size and position in the market make it a force to be reckoned with,
companies, it has a fleet of 30 vehicles ranging from normal bakkies right up to the 3D Group is not resting on its laurels when it comes to ensuring that its
8 tonne trucks and it handles more than 5000sqm of infrastructure per month. clients receive the very best. Evidence of this can be been at numerous shows
and events but will definitely be on display on its own stand at Markex.
All of these milestones have created a company with the knowledge and
www.nexmedia.co.za 6
Corporate Gifts
Looking for longevity
Corporate gifts – we have all received one and most likely given one but which ones are
the most memorable? Which ones get the most views? Clearly the most expensive have the
greatest impact on the memory of the giver. But, it is the most useful gifts which will
be best remembered by the person to whom you are giving it.
when used. Many of our products become talking points, and they are a constant
reminder of the person and company who presented it for many years.’
Decorated Ceramics has many years of experience in the creation of ceramic and
glass items as corporate gifts. The company started out manufacturing ceramic
ware in 1983 for the large supermarket chains, and also handled smaller orders
for corporate giftware. Unique products formed a strong part of the early product
portfolio, such as bespoke, sculpted mugs for pharmaceutical companies to
present to doctors, in the shape of parts of the human body like hearts and
hips (perhaps meant more for pencils than coffee!).
The company continued partly in this vein, but has moved somewhat away
from general ceramic ware to concentrate more specifically on the corporate
gift market in both ceramic and glass. Having passed hands from father to
I
tems such as pens last as long as the ink does. When the ink runs dry it is daughter in the past decade, Decorated Ceramics is entering a new era of
easier to move on to the next one than to try to find or buy a refill. Something branding power.
that can be used all day, every day, will serve the dual purpose of functionality,
endurance and advertising. Decorated Ceramics is increasingly handling branding on glass in addition to the
ceramics and as such makes a lot of beer mugs and other glassware items – both
Coffee mugs or other ceramic or glass items are classic items meeting both promotional and commercial. Although the majority of orders placed with the
functionality and messaging. These gifts can be on the recipient’s desk all day company come from marketing and corporate branding companies, Decorated
and used over and over again. Some coffee mugs are printed without kiln firing Ceramics still offers its services directly to the public and will handle even very
which results in the image or corporate logo gradually washing away. After small orders.
repeated use non-heat-treated mugs become plain and the branding gradually
fades from memory. Decorated Ceramics, based in Midrand, prints and then One example of Decorated Ceramic’s glass product focus is its supply of all
kiln fires the mugs it supplies to ensure a permanent and fixed image. branded, glass sauce bottles for Nandos restaurant’s worldwide (which just
goes to show that you should never be too chicken to try something new).
Vanessa Viljoen, owner and manager of Decorated Ceramics commented, ‘Useful
items always have a greater impact, and people will tend to keep them. Coffee When you are looking for a corporate gift – consider ceramics or glass – the gift
mugs or other similar gifts are used on a daily basis, often many times a day. Even which will keep your brand close to hand, front-of-mind and on the tip of your
when not used frequently, they will often be kept and will still attract attention client’s tongue.
Nex Media • THE TOWNSHIPS ALL WRAPPED UP
The townships
all wrapped up
What do you think the value of business done any of the townships on a daily basis would be. Take Soweto for example,
what would your best guess be on the daily turnover of this bustling urban residential area? If you thought R1 million or
even R2 million your guess would be way off the mark. It is estimated that as much as R3 billion worth of turnover
is done in Soweto on a daily basis. Now consider all the townships around Johannesburg and just think what value
they represent. What is the buying power in these areas?
www.nexmedia.co.za 8A
s an outsider, what do you really know about the townships? You may of getting it when they want it.
be one of the few people who has taken the Soweto Tour, you may have
eaten at a ChisaNyama but you know very little and this means that Tebogo commented, ‘Bash Lifestyle has become something of a phenomenon in
you have little or no idea of how to market to the people who live in the townships, people will wait at their favourite delivery points to get their copy.
the township environment. Townships have their own culture, their own vibe Not only that but the volume of downloaded issues has also grown, however, the
and even their own lingo and Soweto is as different from Katlehong as Sandton demand goes far beyond the townships. More and people living in the suburbs
is from Cape Town. want to have the news of what is happening in the townships, places to visit,
the local celebrities and even the latest additions to the language. Many of them
Not only that but the modern, wealthy, upper middle class black person, who has have never seen a hard copy of the magazine. In order to bring the publication
their roots in the township, even if they no longer live in the township. They live to a wider readership, we are considering altering the format and the method of
in Morningside, or Orange Grove or any of the suburban residential areas where distribution. We will be changing the magazine from a tabloid to an A4 glossy
they feel that they can provide a better life for themselves and their families. magazine format and distribution will be through news agencies allowing
However, they still have a very real and close connection to the townships. So everyone access to the publication.’
how do they remain in touch with what is happening and changing in the
townships while they are ‘living’ in the burbs. In setting up Bash Lifetstyle, Tebogo was as serious as he is about every aspect
of his business. It had to be a quality publication, it had to be sustainable and
Tebogo Masike owner and founder of Nungu Marketing found a way to combine it had to provide the communities in the townships with real news, while
his knowledge and understanding of the township environment with his desire offering some insight into the differences between townships. For example,
to uplift these burgeoning areas. Tebogo has spent all of his career presenting every township has its own lingo and we include a column in each issue of
marketing opportunities to companies who want to tap into the township market. the latest sayings and slang. He has spared no expense in creating just such
He also moved out the township in to the northern suburbs of Johannesburg but a publication. He employs a full-time journalist to find and write the news and
unlike most, he spends almost all of his time in one or other township on a daily features in the publication, he has the publication printed by one of the top
basis. His solution to create a link for people like himself was to establish print houses in the country and he has applied for and received Audit Bureau
a magazine. Bash Lifestyle was born out of the desire to create that link, that of Circulation certification. This provides advertisers with the assurances
connection and to help keep people bound to their roots, but at the same time that claimed circulation figures are factual.
inform them of the latest trends, developments, hot spots and happenings.
Bash Lifestyle provides its readers with relevant and up-to-date information
Bash Lifestyle is a magazine in tabloid newspaper format, published monthly on the happenings in the various townships but it also offers corporates and
and delivered free-of-charge to a wide variety of social hotspots in and around marketing companies with an advertising vehicle to reach this vast and relatively
all the major townships of Johannesburg and Pretoria and even as far afield as untapped market. If you are looking for a bash, themed or otherwise, Bash
Mpumalanga. With a distribution of 10 000 copies per month the popularity of Lifestyle will give you the low down on the places, the artists, the food and
Bash Lifestyle has now reached the point that people are no longer content to so much more. Visit www.bashlifestyle.co.za
see if they can get a copy at their favourite hang-out they want the convenience
Printed on supplied by 9 Nex Media • Vol 3 Issue 1Nex Media • MARKEX 2015: HELPING YOU MAKE ALL THE RIGHT MARKETING MOVES
Markex 2015: helping you make
all the right marketing moves
There’s no doubt that the Markex show is the place to be for anyone involved in marketing, promotions and
event production, but the 2015 show will appeal to a broader, more content-hungry crowd than ever before.
Markex 2015 is set to take place from 2 to 4 June 2015 at the Sandton Convention Centre in Johannesburg.
A
ccording to Joshua Low, event director at Specialised Exhibitions on the key trends and topics that are currently shaping the marketing landscape,’
Montgomery, ‘Whether you’re in stand design, décor, printing, digital continued Low.
media or corporate gifts, a marketing manager, a PR consultant, or work
in the advertising space, there’s something for you at Markex 2015.’ The extensive range of topics to be covered in the Top Hall will include: driving
customer loyalty through e-mail marketing automation; shaping the future of
‘What we’ve done differently this year, based on the requests of our exhibitors mobile marketing; the top 15 marketing trends for 2015; the effect of the PoPI
and visitors, is to recognise the industry’s ever-growing need for valuable content. act on marketing databases; if social media is a passing fad; and whether
Thus, the clear focus for 2015 is the access to a number of informative seminars print marketing still has a place, to name a few.
and workshops, some of which will be free-to-attend for the first time ever,’
he explained. In the bottom hall, those with access to the Reseller Zone will be also able to
attend a number of seminars, on specifically selected topics including leadership
It’s all about the information development for reseller SMEs, the Department of Trade and Industry’s (DTI)
Specialised Exhibitions Montgomery has put together a selection of free seminars incubation support programme (ISP), and the importance of a long term
that will satisfy the most discerning of appetites at this year’s Markex show. strategy in order to survive as an SME.
The sessions have been divided into those relevant for all attendees, which will Access to the Reseller Zone is by invitation only. To see if you qualify to visit the
be held in the Top Hall; along with invitation only seminars, which will be held in Reseller Zone, please visit www.markex.co.za.
the Reseller Zone in the Bottom Hall. ‘All sessions have been put together based
www.nexmedia.co.za 10What else is new for 2015? set up, said Monster events manager, Nicole Reitz-Chidrawi, and are, most
Aside from the introduction of the first-ever free seminar theatre, Markex 2015 importantly, energy efficient.
will also incorporate a number of additional new features, including:
• MICE (Meetings, Incentives, Conferences and Exhibitions) Academy VIP ‘From a performance point of view, the screen we’re building for Markex emits
workshops, to be run in conjunction with PRISA (The Public Relations Institute low heat and is extremely quiet, while still providing exceptional brightness and
of Southern Africa) and EXSA (The Exhibition Association of Southern Africa); contrast. It also uses a die-cast aluminium cabinet that is both strong and stable.
• a MASA (Marketing Association of South Africa) Chartered Marketer This particular screen forms part of our new stock range on offer and is extremely
Breakfast, a CPD accredited breakfast aimed at senior marketing, managers versatile in that it can also be used outdoors.’
and directors; and
• the ‘new product showcase’, where all of the latest and greatest products Coupon Clearing Bureau (CCB), the National Clearing House for consumer
being launched by exhibitors will be featured in a designated area at the show. coupons and product replacement vouchers in South Africa, will be exhibiting for
the first time at Markex 2015. The company, which has been in the business for
The tried and tested favourites almost 40 years, accepts coupon and voucher claims from chain stores and other
Markex 2015 will feature many other highlights that will inspire and attract retailers, audits and processes them and then handles the settlement of
the interest of South Africa’s marketeers and communicators, including the the amounts claimed.
ever-popular Unique Speakers Bureau (USB) Speakers Pavilion, which will
feature speakers including Deborah Patta, one of South Africa’s most ‘As a business that liaises between a number of different players in the industry,
respected broadcasters, consummate business speaker, Vusi Thembekwayo, for the good of the entire industry, CCB decided to make its Markex debut in order
political commentator, food critic and television personality, Justice Malala, to spread its message far and wide of how highly effective the use of coupons
and well-known funny man, Al Prodgers. can be in growing product sales, as well as brand switching,’ explained Melissa
Matthee, market development executive and deputy CEO of CCB. ‘There are many
Who endorses Markex? distributors, agencies and promoters that are not aware of the value of coupons,
Several leading marketing associations and organisations have thrown their and Markex is a great way for us to connect with those industry players.’
weight behind Markex 2015, showing their support for the show.
For more information and to find out how coupons can assist in brand building
‘In addition to the MICE Academy and the Unique Speaker Bureau (USB), and promotions, visit the CCB stand (C46, Hall 1).
associations including the Mobile Marketing Association of South Africa,
MASA and EXSA will officially be backing Markex 2015,’ explained Low. Markex 2015 has also been selected as the launch pad for new marketing-
focused business, Motivatorz. According to Wil Jansen, Motivatorz director, the
‘Film & Event Media, the online media hub for the film and business events sector new company will fill a gap in the corporate gifting market. ‘What we have found
and publisher of several business-to-business magazines, has been named as one is that corporate gifting – whether aimed at customers or internally focused– can
of our esteemed official media partners, in conjunction with Nex Media, a media be highly motivating, but often not carried out on a sustained basis, nor is it
magazine targeting key marketing decision makers, published by Sentient personalised, so any momentum built is quickly lost.
Publishing,’ he said. ‘In addition, top B2B site, Bizcommunity.com has been
appointed as our official online media partner. ‘Motivatorz will help businesses to maintain the positive feelings associated with
this type of recognition, over the long-term. Whether it be around a special event,
‘Having the support of such a high calibre of associations, and corporate and to foster goodwill from clients, or to inspire and encourage employees, Motivatorz
media partners is a great achievement for Markex 2015, which will spill over to can deliver a personalised yet cost-effective service that will prove invaluable.
both exhibitors and visitors alike at this not-to-be-missed event,’ he continued.
‘Markex 2015 is the ideal place for us to launch the Motivatorz concept as we’ll
What to expect from exhibitors? have direct access to a huge number of marketing decision-makers, in one place
This year’s exhibitors are putting in place the final touches to blow away Markex at one time,’ he said. Jansen will be available for discussion on Stand E38, Hall 1.
2015’s visitors.
‘With a 28-year pedigree, there is no other space or place that more than
Monster Productions & Events, one of South Africa’s premier event and 200 exhibitors can interact with over 10,000 visitors – all under one roof,’
production houses, will be custom building an ultra-thin, light LED display Low concluded.
solution, measuring 6.33m x 3.45m, to be showcased on its stand (C13, Hall 1).
Specifically for use at indoor events, the Viser screen can be viewed from as For more information, or to ensure your free entrance to Markex 2015, preregister
close as two metres, and can be used for standard full high definition resolution on www.markex.co.za
content. The screens are also quick to install, durable, portable and easy to
Printed on supplied by 11 Nex Media • Vol 3 Issue 1Nex Media • CONSUMER PROTECTION THE FUTURE OF MOBILE PRIZE PROMOTIONS
Consumer Protection
The future of mobile prize promotions
by Alan Haarhoff (Advisory Board member: MMA South Africa)
The following SMS comes from an infamous promotion that ran a few years ago and received negative publicity on
a number of digital channels: ‘Happy New Year you have won an inflatable bed from [Brand X]. Call ---------- quote ref:
4867. Prizes excl P&P. T&C apply. Reply no 2b removed.’
Like a wrecking ball it broke a number of regulations: Responsible Development
1. Consumer A called the number and was informed they had to have a credit It would be remiss of me to not mention the importance of the technical
card to receive the prize. This was not mentioned in the SMS. foundation for a promotion. This should do the heavy lifting of conforming to the
2. The “excl P&P” is not clear and no amount was mentioned which made it regulatory requirements on a technical level and it is thus imperative to upskill
confusing and frustrating when winners called to claim the prize. developers – not just brand and marketing managers. Baking this in from the
3. Consumer B arrived at the store and argued having to pay the delivery charge ‘ground up’ cannot be overstated.
to receive the prize. After all, they were right there.
As an example I would like to reference an article that covers three core tools for
The brand in question took steps to rectify the mistakes, but the point is they developers to use when taking PoPI into account:
could have been easily avoided. Brand fails like this seem almost ‘old school’ in 1. Adopt a privacy-by-design approach
2015 as consumers are savvier and brands and agencies pay more attention to 2. Perform Privacy Impact Assessments
getting it right the first time around. 3. Create an easy and understandable Privacy Policy
Consumer Promotion Environment These tools are relevant for promotional competitions and need to be considered
In 2015 as South African consumers we find ourselves cosily ensconced from to negate costly developmental changes down the line. The full article can be
three sides by two Acts and a Code of Conduct. read at: http://mmasa.org/index.do?PageID=6553&PN=1&IX=46859&Sel=
1&SelID=120937
Being a Durbanite you’ll permit me the analogy: Like Shaka’s famous ‘Bull Horn’
formation, the CPA (Consumer Protection Act) is the main force that regulates Data Management with Omni-Channel Consumers
consumer promotions via explicit regulations. PoPI (Protection of Personal The opportunity is here to give consumers a range of mobile channels to
Information Act) acts as the ‘horns’ wrapping consumer personal data. For good engage through, particularly in South Africa where we have a diversity of
measure the WASPA (Wireless Application Service Providers Association) Code mobile phone capabilities.
of Conduct hangs back to ensure that the carriers of the promotions maintain
standards. It’s a pretty formidable team. Channels include Mobi, App, SMS Short Codes, IVR, USSD, Mxit and WeChat.
The latter five might be ‘leased’ by a brand or agency but they have simple
CPA (Consumer Protection Act) interfaces for developers - meaning that a central database of consumer
In April 2011 promotional competitions, previously under the Lotteries Act, fell information can be maintained irrespective of the mobile channel used
under the CPA and caused much excitement (consumers) and panic (brands). for engagement.
The definition of a ‘promotional competition’ is purposefully broad and if you
are giving away a prize with a value over R1 then you can count on falling Mobile channels will come and go and are a means to an end – they simply
under this Act. Requirements for running a transparent and fair competition are facilitate engagement. Going back to Responsible Development, this allows
reasonable. Section 36 of the Act is easy to read and a must for anyone involved developers to maintain a single core of regulatory business logic while
in running a promotion: brand managers, campaign managers and (don’t forget!) exposing promotions through multiple channels.
developers.
Consumer protection breeds creativity
PoPI I consider the regulatory environment a huge opportunity for brands as it creates
PoPI requires that personal information collected is protected and stored an even playing field or framework. This inspires creativity – to the advantage
responsibly. The Act is not enforced as a regulator has yet to be appointed, but of consumers. Static SMS competitions have become passé with creative and
from commencement there will be a 12-month grace period to fall in line – not beneficial engagement triumphing:
much time at all. Best practice is to build compliant systems now by adopting 1. Omni-Channel Engagement: Experiment with mobile channels and analyse
‘Responsible Development’ which I cover further down. the results to see which work best for different goals and audiences. Remember
the diverse landscape of mobile phones in South Africa.
WASPA Code of Conduct
Since 2004 WASPA has laid out the framework for responsible mobile 2. Instant gratification: Build in instant rewards on these channels in the form of
marketing, and section (18) on promotional competitions is excellent and airtime, vouchers and coupons. Track redemption rates and adjust as necessary.
extremely reasonable. Some key points are that a single entry must not
exceed R1.50; valid entries must have the same chance of winning; 3. Adopt a move away from analogical planning of campaigns which can restrict
closing dates must be specific (except for instant prizes of course!) creativity. Break down to core goals and insights – then work up from there to
and prizes awarded within 28 days unless specified. Participants also allow for innovative ideas which are critical in differentiating campaigns.
need to be made aware of the competition specifics like the entry
steps, full list of rules and how winners will be chosen. In 2015 brands can see the regulatory environment for consumer promotions
as an opportunity to differentiate through responsible development and data
So, what could the future hold for mobile prize promotions in this regulatory management by offering creative and valuable engagement across multiple
environment? Let’s take a bottom-up approach and start with the foundation. mobile channels.
www.nexmedia.co.za 12www.zinto.co.za (011) 553 1000
Nex Media • THE POWER OF BRANDED ENTERTAINMENT
The power of branded
entertainment
Bombarded by the multi-faceted, fast-paced, cluttered marketing industry, many companies
deliberate the bottom-line and invariably seek out new ways to generate revenue streams.
By channelling resources via sales and marketing efforts the hope is of reaching sales
targets and achieving a measurable return on investment.
T
he introduction of digital media on a global scale has revealed that most This helps individuals connect with a brand and make intelligent and informed
businesses are opting for traditional above-the-line advertising as this purchasing decisions.
has proven to be an effective medium in terms of reach.
The Zinto Marketing Group (Zinto) understands that consumer engagement is
However, many marketers have realised that mass messages are not as crucial to building brand recognition and this has positioned Zinto at the forefront
impressionable as utilising brand encounters to interact face-to-face with of a highly competitive industry.
the consumer.
To ensure that your brand creates a lasting impression, a mapped implementation
As a result brand managers are re-thinking marketing strategy in order to provide plan that is executed correctly on the ground-level will deliver the anticipated
more personal experiences that are tailored to ‘speak’ directly to market. This is results. If not done correctly the effect could be harmful to the overall brand and
achieved by packaging a captivating brand experience in a unique and specialised impact the business’s image in a negative way.
format to induce excitement and brand talk-ability.
Whether you connect with your consumers in a more intimate setting or at a
Brand activation creates new platforms for brands to engage with all market larger venue, the scale of the event does not matter as much as defining an
segments through experiential promotional activities and customised campaigns. event where your customers get to know who you are and what you stand for
It is the consumer’s real experience of a brand, product or service, that when in comparison to all of the other brands out there.
activated correctly is the most powerful tool in winning brand loyalty, driving
sales and increasing brand image and awareness. With most successful below-the-line brand activations the location is the most
important element to consider. The brand should have a presence where there is
The world of brand entertainment makes a product stand out and consumers get a notoriously high level of traffic to ensure that buyers will perceive the brand’s
to hear the brand’s voice thereby increasing and enhancing its market position. positioning in the target area.
www.nexmedia.co.za 14While location is critical, it should be remembered that branded entertainment market share.
is not as straightforward as placing imagery in a demarcated area and then
expecting the masses to interact with the brand simply because the brand Social Media
exists in that space. In an industry that is constantly evolving, transforming and developing, the
greatest task of any organisation is to find the right platform to connect on a
Just as the location needs to be selected on the level of footfall, pre-campaign deeper level with potential clients, and to communicate directly with the
hype is needed to position the brand and campaign in the heart and mind of the ‘always-on’ end-user.
consumer. If the target audience doesn’t understand the campaign elements
then the activation space and marketing opportunity is lost. Customers’ expectations have increased along with the new capabilities
of technology and exhibitors need to rise to the challenge and deliver on
There are many marketing mediums that can be used to generate publicity those expectations.
for the campaign including social media platforms, marketing materials and
radio advertisements. However, digital and social applications cannot be considered as a standalone
experience but should be used to enhance other customer touch points that are
When used correctly, Facebook and Twitter can reach hundreds and thousands part of a longer client journey.
of individuals instantly. Printed flyers are an effective method to spread the word
and can be distributed in the community to create word-of-mouth referrals. Live While technology has become a vital marketing channel, face-to-face
reads on radio can broadcast information to the broader public in timeous way communication remains key to sales success as it allows for immediate
with clear and concise messaging. interaction with clients.
The communication should be tailored to the specific target audience and one Rather than ’pushing out’ content about the features of a product or service, the
needs to bear in mind that there are various elements which can encumber a activation area can be used to ‘pull audiences’ and generate awareness, engage
promotional campaign such as language barriers, cultural nuances, different consumers, build brand goodwill, elicit a direct response, and enable potential
belief systems, engrained values and entrenched competitor brand loyalty. buyers to absorb content and information.
For example, an interactive busker is an effective way to engage your target
Face-to-Face Encounters audience and encourage buy-in to your presence. It will also create a point of
Branded entertainment requires the message to be personalised so that the interest and increase brand ‘talk ability’ among attendees and remote spectators.
target market is able to identify with and relate to the offering.
These face-to-face experiences will ‘speak’ directly to consumers and enable
Zinto has become increasingly popular for its brand encounters which allow event co-ordinators to shape authentic connections that will transcend sales
brands to engage and connect with their audiences with a combination of barriers.
music, dance and culture on stage; it is a multi-platform experience that
represents the essence of a brand by telling a story. This creates opportunities for marketers to go directly to the mainstream market
and move along the sales pipeline in the most cost-effective and efficient manner.
This has enabled Zinto to devise effective strategic marketing campaigns and
successfully promote South Africa’s favourite brands, create customer loyalty, It is vitally important to your brand and its products that the right message is
increase sales, switch consumer habits and give brands the opportunity to conveyed in an appropriate way to ensure there is no negative feedback on
market with a social conscience. platforms that have the ability to influence thousands of consumers at one
point in time.
By reaching customers on a more personal level and building positive
relationships with customers, the experience can create word-of-mouth Positive feedback can be generated through social media and boost the brand
and referrals, these being the ultimate signs of consumer loyalty. or product to new heights.
A company can use branding to create loyalty by a variety of factors, including Infrastructure and Resources
visual consistency, reliable performances and developing trusting relationships. At Zinto all internal resources are pooled, allowing the company to offer full
By tying brand values, mission and purpose into an event that is memorable below-the-line services and unlike other activation companies that outsource
whereby consumers can hear, see, taste, touch, or smell will build a powerful their staging, Zinto does all their staging in-house.
connection to the brand.
To this end the company has invested in portable staging complete with
The appropriate ‘pull’ mechanism needs to be put in play to ensure that a professional sound and lighting production, as well as LED screens which
sufficient level of engagement is achieved by using sensory stimulation and take their activations to the next level and enhance the brand experience.
visual and sound effects including music, lighting, brand mascots, brand
ambassadors and celebrity endorsement. Zinto’s gig rig portfolio includes multi-ton high-tech vehicles and an assortment
of mobile, lightweight stage trailers which are suitable for indoor and outdoor
Brand Ambassadors use, easy to transport and set up, and versatile in terms of reconfiguring and
No matter how much money is directed at below-the-line campaigns, customising the parts to accommodate clients’ varying needs.
without dedicated and focused brand ambassadors, a product’s benefits are
lost somewhere between the promoter’s pitch and the consumer’s disinterest Zinto’s performers, musicians, MCs and DJs are all an attraction that can be
in listening to an uninformed and demotivated ‘brand’ representative. used for crowd ‘pulling’ and create brand hype.
A valuable brand ambassador is one who engages consumers, moves product For more information contact Michelle Combrinck of Zinto on 011 553 1000 or
off-shelf and gives an edge to the brands that they symbolise. visit www.zinto.co.za
If followed correctly these steps can create an extremely positive reputation for
a company and its offerings. The message will mean something to the consumers
that it is tailored to, thus ultimately increasing the sales and the company
Printed on supplied by 15 Nex Media • Vol 3 Issue 1Nex Media • THE COMPLETE DIGITAL MARKETING STRATEGY
The Complete
Digital Marketing Strategy By Leon Keyter
Digital Media has provided companies with a very cost effective medium to market their
products and services. For a fraction of the cost one can now keep current customers
informed about developments within a company and industry. In the information age, where
it is no longer ‘tell and sell’, customers make informed decisions and will likely go with the
company that presents the most information about their product or service.
S
o how does one make absolute use of this splendid medium that is size. If your website is not responsive, you are quite possibly losing out on about
probably within every business owner’s reach? Digital Marketing 60 percent of potential leads that could come to your site from search engines
offers various tools with this can be accomplished. that favour those sites that are mobile friendly.
Website, the digital face of your company Website Maintenance should be a very important aspect of your web strategy.
It might seem like the most obvious digital marketing tool, but there are quite a One should always seek to add new information to your website. It might be
few not-so-obvious things to point out when developing your website. information about a new development in your industry or about a new product or
service. The reason why maintenance is so significant is that it boosts the rating
The most important factor to consider nowadays is whether your website is of your website on search engines and it has been proven that most of the visits
optimized for search engines, which would include having a mobile friendly and to each website are by people who have already viewed it. If they are re-visiting
responsive website. A responsive website resizes according to the screen size of the website, you might as well give them something new to look at.
the device you are viewing it on, while the text the website remains at a legible
www.nexmedia.co.za 16Social Media Profiles, networking online Maintain, maintain, maintain…
Many companies rely on referral business. Once you have serviced one company There is no reason why a website should remain dormant for longer than one
well, they might refer you to someone else. Social media platforms can make that week. The internet craves new information and therefore search engines crawl
possible, seamlessly. If your customers are also followers on your social pages, the same websites on a daily basis. The reason why they do that is to find new
their customers and friends could also become your friends and customers. information. If your website is perceived as a reliable source of new information,
it will definitely have a major impact on its rating. That is why large informational
Social pages like Facebook and Twitter have high ratings and linking back to your websites like Wikipedia do so well. They have new information available on a
website from social pages should improve the rating of your website. One could daily basis.
also attract attention to certain pages on your website by having a teaser on your
social page and then linking to further information on your website. New information on your website definitely means that you have something
to say on your newsletter and social media pages. The newsletter is actually a
Facebook offers pay-per-click ad campaigns, which ads a very interesting and very good starting point. If you make a point of sending out a newsletter on a
lucrative dimension to a online marketing strategy. Facebook has very detailed monthly basis, the information can also make its way to your website and social
information about their users on their data base, which enables pinpoint platforms. This is cheap, powerful, penetrating marketing.
advertising. With a Facebook campaign, the web owner can target very
specific demographics. Talk about it
Once everything is in place and the well-oiled machine is running, remember to
Newsletters, informing your customer base integrate it with your other forms of marketing. Business Cards, Sales Reps, Print
Apparently, it is up to three times cheaper to sell to current customers than it is Media, Stationery and even Billing, should all make mention of your electronic
to find new customers. The newsletter could bring all your online marketing newsletter, website and social media pages.
efforts together. By placing short articles and announcements in your newsletter
and mailing them to your customer base, you could create opportunity for more Linkedin is an excellent platform to get all your employees involved in your
traffic to your website and social pages. There is also the possibility that your effort to fire your internet marketing arrow. Everyone in your office should
customer might forward your newsletter to another friend or colleague. have a Linkedin profile. It is an opportunity for them to connect with other
professionals and tell them about your company.
The newsletter is also an opportunity to strengthen your company’s and serves
as a reminder to your current customers. Tell people about your internet marketing efforts. Integrate it with your daily
verbal communication and add people to your online marketing community and
Try to collect as many new e-mail addresses as possible. If you have sales reps mailing list.
that are in contact with potential customers, get them to ask the customers
whether they would like to receive marketing material. Always give recipients
on your mailing list the opportunity to unsubscribe to newsletters. About Leon Keyter
Remember to clearly indicate your contact details on your electronic newsletter Web Changes has been assisting small
and always try to offer some kind of promotion at the top of your newsletter, to medium sized companies since 2003
indicating the terms clearly. to create and maintain their online
presence. The company was founded by
E-mail signature, marketing every time I send an e-mail Leon, who has 12 years’ experience in
Now here’s one that many companies don’t use to its full potential. E-mail the web development industry. His
signatures account for a massive amount of traffic to websites and social media internet knowledge and experience
pages if used correctly. If your newsletter is in an electronic format, you could is substantiated by a BCom degree in
also link to it from you’re your signature. Communications from the University of
Pretoria. Leon is currently completing
Remember, if you are replying to an e-mail, you are not spamming potential a BSc degree in Computer Science
customers. If that e-mail is forwarded to someone else, they might click on the through UNISA.
links in your signature. E-mails may lie in in boxes for months or even years.
Tel: +27 (0)11 - 675 2007
Of course, e-mail signatures contain the contact details of individuals at a E-mail: sales@webchanges.co.za
company which makes it easy for your potential customers to get in touch. The
logo in your signature could also strengthen your brand. Leon Keyter
Printed on supplied by 17 Nex Media • Vol 3 Issue 1Nex Media • PAYING IT FORWARD AT BLACK PEARL MARKETING
Paying it forward at
Black Pearl Marketing
For many companies the concept of a Corporate Social Responsibility programme is a grudge, it
must be done to achieve good publicity but it is not something that is done willingly. Black Pearl Marketing,
based in Florida on the West Rand of Johannesburg, is a large-format printing and branding company
which is based on the philosophy of paying it forward.
www.nexmedia.co.za 18F
or many companies the concept of a Corporate Social Responsibility The company, having started out as a one-man enterprise now employs 11
programme is a grudge, it must be done to achieve good publicity but it is people including graphic designers, creatives, printing under the supervision of
not something that is done willingly. Black Pearl Marketing, based in Florida Wendell McLellan, production under the guidance of Brenda Trollip, finishing and
on the West Rand of Johannesburg, is a large-format printing and branding installation teams. The aim is to have all sectors of the company managed by a
company which is based on the philosophy of paying it forward. dedicated person all reporting to Andre. Black Pearl Marketing has customers
around the country and also in other countries throughout Africa and overseas. It
Founded by Andre Black, Black Pearl Marketing has nothing to do with the fabled provides a full turnkey solution for all the stores in the Blue Falcon group.
ship of the movie trilogy and everything to do with Andre’s desire to keep it real
and pay homage. Andre humbly explained, ‘I was adopted as a small child and I Services offered by Black Pearl Marketing include the design and construction of
owe my life, and my success, to the Black family who adopted me and moulded display stands for all the leading brands which are supplied by the Blue Falcon
me into the man I am. Hence the Black part of the name. The Pearl part refers to group. These include all the leading clothing and sport shoe brands.
process which has seen me become the man I am.’
This, however, is not the end of the road for Black Pearl. Andre has plans to
Andre’s exposure to large-format printing and branding began in 1988 when he expand into more areas of the marketing arena with the addition of other forms
worked for Omnigraphics. He helped Grafitti Designs, a screenprinting company, of print as well as the inclusion of digital marketing platforms to meet the needs
to a grow to into a large-format vehicle and outdoor media branding company. and requirements of his clients.
Then later he reached an agreement with the late Glen Wagner of Techni-Ad to
freelance for the company selling banners and posters while at the same time Although his plans will see continued growth and expansion, all of which will
being a client of the company and bringing in work from his existing customers. see his premises in Florida being renovated, Andre’s focus will be on using the
While Black Pearl started from the boot of Andre’s car it was not long before success of the company to nurture and aid entrepreneurs with specific skills to
he needed office space and a permanent base. Andre moved his burgeoning bring their own dreams to fruition. He commented, ‘I am here and successful due
company into his study at home in 2005 and the growth began in earnest. to the support and opportunities I have been given throughout my life. I have been
given the friendship and support of some amazing people. I need to help other
Continued growth and an expanding client base saw Black Pearl start to move people to find and develop their own dreams. This will see Black Pearl Marketing
into production. This involved buying new equipment as and when possible growing and developing to allow more people to benefit. It is all about benefitting
and also employing staff. In January of this year Black Pearl moved into new the community which ultimately benefits the country.’
premises in Florida and further expanded its production capabilities. From
handling large-format prints such as banners and posters, the company has Like the rare product of the sea with which the company shares a name, Black
moved into branding elements for exhibitions, vehicles, signage and shopfitting Pearl Marketing is soon to be a highly sought after gem in the local branding and
requirements. With the support of its growing client base, Black Pearl Marketing marketing arena. Allow this growing company to be part of your future success
has gone from being a simple printer to a fully-fledged marketing and branding and help bring the philosophy of benefitting others to more and in return you will
solutions provider. also benefit.You can also read
