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The MediaShop wins big at AdFocus Awards!

The MediaShop Johannesburg has been named Network Media Agency of the Year at the 2019 Financial Mail AdFocus Awards. This is the second time in the last three years that the agency has been awarded this accolade.

Kgaugelo Maphai, Managing Director of The MediaShop Johannesburg says that this is an excellent way to end the year: “On the back of a tough but very successful award-winning year, I am immensely grateful to be able to work with and lead such an amazing, passionate group of people who continually strive to pioneer and do better. 2020 will see our agency evolve into a fully integrated marketing and communications agency and we’re extremely excited about the future ahead.”

According to Adfocus 2019, The MediaShop’s increase in billings, new account wins and client retention were a few factors that clinched the deal.

Throughout 2019 the agency has been successful with wins at the MOST awards, Bookmarks, AMASA and recently, Assegai Awards, affirming their position as a leading media agency in South Africa.

For more on The MediaShop visit, like them on Facebook: The MediaShop, follow them on Twitter @MediaShopZA or LinkedIn.

The MediaShop:

The MediaShop is South Africa’s most established, most awarded, most transformed media agency, and member of the Nahana Communications Group of specialist agencies, each with their own independent structures, cultures and management teams, and a desire to work together where synergy exists. The MediaShop’s employees are communication experts in the business of connecting brands with consumers through revolutionary communication and touchpoint solutions.

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Green is the new Black at Emerald on 29 November!

It’s that time of the year again! 29 November 2019 – Black Friday where some of the best discounts of the year can be found, where people queue for hours or wait endlessly online, but not at Emerald Resort & Casino. This year the Resort is offering their guests some extraordinary savings.

Setting in motion Christmas shopping and festivities, Black Friday is originally the name given to the shopping day after the American holiday, Thanksgiving Day. However, today, internationally and in South Africa, the day has become synonymous with great consumer savings.

“It’s a day that many people look forward to the entire year, the day of extreme shopping and even more extreme savings,” says Tanuja Gangabishun, Marketing Executive at Emerald Resort & Casino. “Emerald Resort & Casino will be offering guests some of the best entertainment options to go hand in hand with this shopping day.”

Take for example the restaurant, Breeze that offers an array of delicious meals in a family-friendly environment. Any two standard Pizzas for R100.00, all day long, draughts will be R25.00 and all cocktails R25.00.

While at Animal World, Game Drives will cost just R25.00 per adult and R15.00 child *, a Putt Putt and Pins Bowling combination is available at R25.00 per person ** and I-Zone will be making all the latest games available for two hours of Game Play at R30.00, leaving parents ample time to explore the Resort.

“So, mark 29 November on your calendars,” concludes Tanuja. “Black Friday is soon upon us and we’re ready!”

For all up to date information on events, promotions and happenings at Emerald Resort & Casino, visitors are encouraged to stay close to their Facebook and Twitter pages, or guests can visit for more information on any of the events mentioned here.

*Subject to availability and bookings essential.

**Subject to availability

Emerald Resort & Casino is a licensed gambling venue. Winners know when to stop. Only persons over 18 are permitted to gamble. National Problem Gambling Counselling Toll Free Helpline 0800 006 008.

Emerald Resort & Casino.

Tel:                              016 982 8000





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The power of positive sentiment, rugby and great business

Chris Botha, Group Managing Director of Park Advertising: “We have the resources and the strength to turn this boat around. Now all we need is the belief.”

Aaaah, the silly season.

It’s the time of year where everyone can tell you how many weeks, days minutes and seconds there are left until they go on holiday. I find this quite a strange thing to do. At the time of writing there are 40 odd days left in the year by the way. What a thought some might say. Holidays are loading and all that good stuff. But my logical mind says that 60 days from now (a mere 20 days later) – we’ll already be dealing with January month end, and the chaos of a new year.

But it is human nature to “look forward” to a better tomorrow. There is something quite natural about it. Our beloved country has been on a sentimental rollercoaster of note this year. We started with the same line we start every year – “2019 can’t possibly be worse than 2018”… Sound familiar? The eternal optimism exists that this year has to be better than last year. Add some Thuma Mina “gees”, the upcoming elections, and hope sprang up again. But post elections all it took was a few hours of load shedding and some bad news on the corruption front and we were back in the doldrums again.

But then thank God for the Springboks. Just when the emigration office was being overrun – 80 minutes of magical rugby united us as a nation and made us all believe that We Can Do This! Nothing really changed in the country. But the sentiment did. A recent HSRC study looking at the effect of the Rugby World Cup win, found that 88% of respondents said that sport adds to their sense of belonging to South Africa while 85% thought that sport can help South Africa to deal with xenophobia and racism.

There is definitely something to be said for that positive momentum. That sentiment. That hope. It does actually change behaviour. It makes you want to be a better person. It makes you want to work harder. It makes you want to succeed.

So this is my Christmas wish. That we as a nation start looking at the positive in our country. That we rabidly hold onto the things that work, and ferociously fight off what doesn’t.

As media and communication experts, it is our job to set the narrative for what works in our country. Why was Mbuyiseni Ndlovu (the Grinch who stole the world cup joy) given the airtime that he got? The “Siya sentiment” is far more powerful, and will drive this country forward. We need to blindly “fake it till we make it”. It’s been proven by many experts that once you believe you can turn the ship around, actually doing it becomes so much easier. South Africans need to believe in the promise of the rainbow nation, and we as media and marketing experts need to lead the charge.

I am not saying we should be ostriches and dig our heads in the soil when it comes to our challenges, but there is something to be said for reporting our successes as well. Just recently Mpumelelo Mhlongo – a South African Paralympic athlete – broke his own world record at the 2019 World Para Athletics Games, that’s great news! In the past year, we have had new leadership instilled at SARS, the NPA and the Hawks. Our country is turning the corner, and we need to lead the charge in the sentiment states.

So here is my request to our media owner partners, clients and staff. Let’s use positive words when referring to our industry, our country, and our people. Yes business is tough, but we are employed, we are working hard, and we are making money (well, most of us…). When someone asks you “How is business” – instead of replying with a short four letter word – let’s start speaking positively. “It’s tough, but we are working to change it. We believe we can grow from here”.

A quick glance at the financial statements of every major business shows that there is cash available for investment. I think that this cash will get freed up when consumer sentiment improves. We have the resources and the strength to turn this boat around. Now all we need is the belief.

So am I looking forward to the festive season break? Hell yes. But am I also really excited to get my teeth into 2020 and to make it the best year ever? Hell yes even more!

I’m looking forward to playing my tiny part in turning our country’s future around. Bring on “back to school” and “back to work”. I can’t wait.

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What is the ideal marketing channel mix for your e-commerce store?

Raymond Smit, Head of Paid Search at Reprise Digital South Africa offers retailers and online businesses, tips on maximising their digital marketing efforts.

Advertisers are spoilt for choice when it comes to selecting digital marketing channels in order to encourage visitors to their website and ultimately, drive sales. Often it’s a daunting task to find the optimum digital channel mix because of the size and breadth of the channels and the numerous targeting options available within each. The channel allocation challenge is often exacerbated for smaller clients because they can often only afford to run marketing tests in selected channels and only on a small portion of inventory available within those channels.

My advice is that the channel mix brands opt for depends on the size of their business, the goals the advertiser wants to achieve and the area of the marketing funnel they want to focus on. A smaller online retailer with a limited budget wanting to grow sales could consider a search driven marketing approach and capitalise on search queries where users are actively looking for the products carried by the business.

Medium sized retailers should expand their search marketing efforts to all available search queries where a positive return on investment can be made. Paid search channels can then be supplemented with organic search, maximising their total coverage on all products that are selling well online. It’s a good idea to leave a small portion of marketing budget available to test different channels and events (such as Christmas, Black Friday or a product launch) because stores will most likely experience different sales peaks and valleys throughout the year.

Before embarking on any new marketing campaign: start with a win or learn mind set before implementing a test and adopt a low risk, high probability marketing approach to discover the channels and products that will drive sales. Agencies and advertisers then gain access to the data for better decisions to be made in the future. Ultimately, we learn through our data, but first that data must be earned!

Larger retailers should focus on a full omni-channel strategy to get the most out of their digital channels to drive maximum customer lifetime value. At this stage it’s vital for the advertiser to have a full tech stack integrated into the business, a complete understanding of the value of their own customers throughout their buying lifetime and a firm grasp on how different marketing channels affect their revenue. This is easier said than done as some channels function better as support to others, driving assisted sales rather than direct revenue.

Ultimately, different sized businesses will each have unique performance metrics they need to focus on. As the business matures, so should the metrics, goals and objectives.  Allow your overarching strategy to dictate your channel approach and the performance within those marketing channels will crystalize and shape your budget allocations for you over time.

Reprise Digital SA DNA

Reprise is a digital-first agency, and everything we do is rooted in understanding how consumers interact across apps, sites, IOT-devices, bots, search engines, and social platforms. We uncover your audience based upon their digital fingerprints – and build a media approach to help transform your business digitally. Reprise has the ability to fuse smart digital approaches for our media agency partners in smart and sophisticated ways.

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Get ready for a fun-packed Summer at Emerald!

Plan the holidays now! Emerald Resort & Casino is delighted to announce its fabulous Summer Holiday programme, with something for everyone, that will be available to the public from 14 December 2019 to 05 January 2020.

The launch of the Summer Holiday programme is not be missed! The activities kick off with a Carnival experience on 14 December in the Piazza Area with two shows at 12:00 and 16:00 Enjoy performances from a marimba band, giant puppets, festive stilt walkers, marching band, traditional dancers, carnival cultural dancers and the Father Christmas Triple Dancing Puppets.

“Due to many requests over the past few years, this year we have introduced a ‘season pass’,” says Tanuja Gangabishun, Marketing Executive at Emerald Resort & Casino. “This once off cost will allow daily access into Aquadome, Putt-Putt, Wall Climbing, three Animal World passes and three games of ten pin bowling at Pins. Guests will save nearly R500 when purchasing the season pass for R725.”

Once again, Aquadome becomes the focal entertainment point featuring ever-popular outdoor games and inflatables. This includes Minute to Win It, traditional games, Zorb Soccer and jumping castles – available for the full duration of the holiday programme from 11:00 in the morning.

The Hotel grass area will also be setup to provide endless entertainment to the entire family. From a Four Man Bungee Trampoline (T&C’s apply) to the free outdoor lawn games that include Get Knotted, Connect Up, Giant Snakes and Ladders, Giant Draughts and High Tower.

Other activities that guests can look forward to is Adventure Golf – open until 22:00 daily from 13 December and to make it even more appealing, it’s free on Mondays from 16:00 to 22:00. Visit Animal World for educational talks, interactive enclosure experiences or other leisure activities like Night Walks on 14, 20 & 27 December and Park Picnics on 30 November, 29 December and 26 January 2020 from 12:00 till 15:00. Picnic basket hampers can be bought while there is also the option to bring your own.

For something a little different, head to Pins for Friday’s Retro Nights on 13, 20, 27 December and 3 January 2020 with 50’s themed evenings, relevant era music, cocktails, hotdogs and Root Beer Floats on offer with prizes for the highest scores and best dressed.

“Summer is here and it’s nearly time for the holiday of the year!” concludes Tanuja. “Keep up to date by making use of our user-friendly website and by watching our social media platforms each day.

We look forward to spending Summer with you at Emerald Resort & Casino.”

For all up to date information on events, promotions and happenings at Emerald Resort & Casino, visitors are encouraged to stay close to their Facebook and Twitter pages, or guests can visit for more information on any of the events mentioned here.

Emerald Resort & Casino is a licensed gambling venue. Winners know when to stop. Only persons over 18 are permitted to gamble. National Problem Gambling Counselling Toll Free Helpline 0800 006 008.

Emerald Resort & Casino.

Tel:                              016 982 8000





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Kevin Ndinguri appointed Managing Director at UM

Full service media agency UM has strengthened its local leadership team by appointing Kevin Ndinguri as Managing Director.

With a decade of media strategy and digital experience as his base, the last year of which has been spent at UM Africa as Client Managing Partner, Kevin seamlessly moves into his new role with the full support of his colleagues and clients.

Brad Smale, Managing Director of IPG Mediabrands says that Kevin was the natural choice. “As a Group we have watched Kevin take on more responsibility and confidently lead his team to great success over the last 12 months, culminating in new client wins and greater business growth. We’re excited to see him elevate UM even more with the Group’s full backing in this new venture.”

Having worked on brands across the spectrum including SA Tourism, Nedbank, Johnson & Johnson, Investec, Pernod Ricard, Blackberry, Renault, Spotify and Emirates, Kevin is skilled at switching focuses between categories and is the consummate client guy.

Kevin says: “I’m grateful to Brad and the IPG Mediabrands leadership team for their continued support and look forward to growing and building one of the best media agencies in South Africa while attracting the best authentic talent that lives and delivers against our proposition of using Better Science and Better Art to drive Better Outcomes for our clients.”


UM is a strategic media agency committed to proving that media is a topline growth driver as much as an efficiency play. We believe that better science and better art deliver better outcomes for our clients. We deliver science through the transformational power of business analytics and real-time data intelligence. We deliver art through creating moments that matter in media to deliver momentum for brands. As the leading global media network in IPG Mediabrands, UM operates in over 100 countries, with more than 5,000 people innovating on a roster of global and local clients. For more information, please visit

IPG Mediabrands DNA

IPG Mediabrands is the global media and data arm of Interpublic Group (NYSE: IPG). Today, the network manages $39 billion in marketing investment on behalf of its clients, employing over 12,000 marketing communication specialists in more than 130 countries.  For more information, please visit


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The Fourth Industrial Revolution: It’s the end of the world as we know it!

Claire Herman, Media Operations Lead at The MediaShop

4IR… I first heard this buzzword at the BCX Disrupt Conference in 2017, where I was lucky enough to see two phenomenal speakers who tackled the topic.

The first was Richard Mulholland, founder and C-3PO of Missing Link. His topic was “Do we need to fear the Fourth Industrial Revolution?” It’s a term first introduced by Karl Schwabb, a German engineer and economist best known as the founder and executive chairman of the World Economic Forum. His book, simply titled: “The Fourth Industrial Revolution” was published in 2016. Richard says predictions are that we will reach the point of singularity around 2040/2045 – the point at which machine intelligence will supersede human intellect, and computers or ‘trans-humans’ will take over the world!

The second speaker was, seven-time Grammy award winner, frontman for the Black Eyed Peas, Executive Producer of “Planet of the Apps” and Founder and CEO of, a company that fuses the worlds of technology, culture, fashion and Artificial Intelligence (AI). When asked what keeps him up at night his answer was this: What will happen when two driverless cars are set for a head-on collision? How will they negotiate with each other on which one will move out of the way first? It will be based on the passengers they are carrying – who is older, who has a genetic marker for cancer, how many dependents does each one have, who is more successful and contributes more to the economy, etc.? And will all of this be detected in a split-second or will we reach a point where cognitive AI will treat all humans equally? It’s quite a terrifying thing to keep you up at night!

But what does this all actually mean for us in 2019/2020?

Let’s first go back in time to the late 1700’s / early 1800’s where the first Industrial Revolution brought us advances in textile manufacturing and the innovation of the steam train. A few decades later into the end of the 18th century, we entered the second Industrial Revolution that introduced steel production, the automobile and electricity. In the 1900’s we experienced the rise of digital technology and computing and the world around us fundamentally changed. Life became much faster with information at our finger tips and communication that was instantaneous.

Is that where we thought it would end? Not a chance! In fact, it is intensifying at a rapid pace. Today we are fully immersed in the Fourth Industrial Revolution, which is all about Intelligence… It is defined as the current and developing environment in which disruptive technologies and trends such as the Internet of Things (IoT), robotics, virtual reality (VR) and artificial intelligence (AI) are changing the way we live and work.

Global borders don’t inhibit when, where and how we work – we are constantly connected. Our knowledge bank seems infinite – we can find out almost anything in a matter of seconds, all we need to do is ‘Google it’. But Big Brother is watching – there is nowhere to hide. As a result, we need to adapt, and at a rapid pace. We are entering a world where our fridges will order our groceries for us, our cars will drive us to work, we will have very little need to physically go shopping, our food will adapt to the nutritional needs of our bodies, and holidays will be to other planets. Why not? The opportunities are endless.

This is all very exciting (read scary), but what are the implications of such a technologically advanced society?

Firstly, the school system as we know it will need to fundamentally change – it’s interesting to note that some schools are already pioneering in this space. For example in 2020 South Africa’s first online high school will be launched (The Valenture Institute). What does our schooling system look like in the future – what and how do teachers teach? Educators will need to be re-trained, based on new subjects that are being introduced.

Several primary schools have acknowledged that they are preparing kids for jobs that haven’t even been invented yet. We have been completely taken out of our comfort zone with “out there” concepts such as teaching Grade 1’s philosophical thinking – would you prefer a time machine or a money tree? When I was in Grade 1 I was learning my ABC’s and how to count. Some schools have introduced a no-homework policy, rather focusing on project-based learning in teams during school hours. It is all very “revolutionary”, and us as parents must blindly accept that this is for the benefit of our children. We have bought into this thinking, so we are going with it.

Secondly, what does 4IR mean for current and future employment? The latest Stats SA figures show that our unemployment rate right now is the highest it has been in 11 years at 29.1%, and the doom-sayers predict that it will only get worse.

But as each Revolution unfolded, dire predictions of massive job losses ensued, increasing each time. The first three are over, and those concerns were clearly misplaced. The number of jobs actually increased with each revolution, as did living standards and every other social indicator.

Let’s look at the Banking Sector as an example. The last three banking licenses awarded were for online banks – Tyme Bank, Discovery Bank and Bank Zero. Earlier this year we also saw Standard Bank closing almost 100 branches and retrenching over 1,000 staff members. But I don’t think it is all doom and gloom. We just need to think laterally, learn to apply ourselves differently and adapt. One of the most sought-after human resources in the coming years will be for Cyber Security Specialists, a profession that didn’t exist 30 years ago.

Earlier this year I attended one of the Ads24 Food For Thought sessions where we had to choose Human vs. Robot. Rapelang Rabana, Computer Scientist and Chief Digital Officer of BCX, said that from the 1.8 million jobs lost this year, 2.3 million more jobs will be created by next year. She believes that AI stands for “Accelerated Improvement” and moving forward we will only be, she says, smarter, do more, experience more, see further into the future, and ultimately be better humans. It’s a very positive outlook, which is quite comforting.

And lastly, what does it mean for advertising and media? I keep on thinking of Tom Cruise in The Minority Reportwhere customised ads were popping up in front of him as he walked through a mall ( The movie was produced back in 2002, but it had a not-so-unrealistic view on what the future could hold.

The advertising and media landscape is constantly changing, from how we consume media (super-fast, byte-sized chunks, pictures and video over text, second-screening, etc.), to what media we are engaging with (AI, chat bots, instant messaging, social media, etc.), and what creative and messaging we are exposed to (AI generated ads, eg. and AI generated royalty-free models, eg. We also need to be super cognisant of how we engage with consumers, taking into account privacy policies and the industry’s role and responsibilities in this space.Amazon, Facebook, Instagram, Google and Apple know us better than we know ourselves.

Their algorithms are tracking everything we buy, where we go, what we read and watch, what we like, every step we take, and every heartbeat in our bodies… I made the mistake of daydreaming online about buying a house in Mauritius – my newsfeeds are now completely taken over by real estate agents in Mauritius trying to sell me houses that I can’t afford. I can keep on dreaming.

So in this fast-paced, ever-changing landscape, that makes us feel largely out of control, is it the end of the world as we know it? I think it is, but we will be fine…

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We need to like you – why client agency relationships matter

Herman Degener, Digital Media Strategist at The MediaShop

The other day I was attending the briefing of a highly sought after account. It’s a piece of business which I’m rather passionate about and have had the privilege of working on before. When the CMO was wrapping up his presentation, he said a few things about relationships and chemistry; “this” he said…”is a marriage!”, and “we need to like you!” he said.

Given that we were all there with fellow shortlisted agencies, it’s fair to assume we all had the necessary skills, access to technology and the experience the client needed, but the emphasis was on the relationship. This got me thinking about client-agency relationships, especially with technology literally eroding the workplace; just how relevant, or valid, is the client-agency relationship these days? Clearly, to this client it‘s super important, which was great to hear!

There’s a saying that Brian Solis coined called digital-Darwinism, it’s when technology and society evolves faster than humans. Scary, I know. But similar to how we all thought cookie-based targeting was the silver bullet to all our marketing challenges, we are starting to realise that perhaps technology doesn’t have all the answers, and that as humans we are still exceptional at the one thing technology cannot do: have an emotional relationship.

It still beggars belief that client-agency contracts are finite; it’s not like when you marry your partner you only commit to a three year term! So why is it different in business? It’s only after a few years of working together (akin to moving in together as a couple) do you really get to know each other, and often just when you’re getting to know each other and establish highly productive ways of working, the partnership ends and the whole process starts again with a new ‘spouse’.

Getting back on point… right, so, to both clients and agencies alike, what are some of the ways we can enjoy our oft-fleeting relationships? I did some research online as well as some old-school human-to-human research, and here’s what I found:


It goes without saying, right? But then why are so many relationships strained by a lack of clear and unambiguous communication? We communicate clearly with our friends and family because we feel comfortable enough to ask silly questions without fear of ridicule (well, mostly). Yet in a business relationship, we tend to use fancy terms and TLA’s (Three Letter Acronyms) to sound knowledgeable and important. Meanwhile we’ve just strained the relationship through miscommunication, and no-one wants to ask the so-called silly question. In his biography, Elon Musk talks about how he banned the use of acronyms in his companies without his written approval, for obvious reasons.

 Check your ego at the door!

No one likes an egomaniac or narcissist, and in the client-agency relationship egos are not exactly scarce. One of the best marketers I had the privilege of working with, Roland Reid who was Marketing Director at Jaguar Land Rover South Africa at the time, used to always remind us that we were there to progress the brand, not our egos. Agencies are not always the guilty party here, but mostly we are. We all want to impress the client so much that our egos usurp the primary reason we’re all there, to solve business problems. When we forget our egos and put energy into solving the business challenges first, relationships foster, and everyone wins.

 Warts ‘n all

With social media being what it is, no agency is going to try and pull a fast one. If they did, the court of public opinion would write the death sentence for them. As agencies, we are in the business of helping our clients reach their business goals, to do great work and to be fairly compensated for it. The best relationships are formed when everyone plays open cards, with no hidden agendas. When the latter prevails, all the energy available on both client and agency side goes into achieving strong business results.


The problem with emotion is that it gets in the way of logic. It’s like the ex-partner: your friends are like “wow, what took you so long?”, as if you were oblivious to your ex-partner’s shortcomings. You weren’t, but because you liked, ahem, loved them, you didn’t have the heart to give them negative feedback. In our industry we often form close, sometimes lifelong bonds with our counterparts, and the best relationships have open, honest and regular feedback at their core. A shortcut to relationship failure is letting things fester; create the means for constructive feedback sessions where concerns can be addressed, but also don’t be shy to celebrate the successes.

In closing: ability, integrity and benevolence are at the heart of each point above. So it’s no surprise these are also foundational elements of building trust, both as individuals and as organisations. None of us are getting out of here alive, so we may as well enjoy it while we can and build relationships that make it all worthwhile. 🙂

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Emerald continues to support SMME’s

The Vaal SMME Exhibition Conference, now in its second consecutive year, will be hosted at Emerald Resort & Casino. This year’s conference aims to assist SMME’s in procurement, sourcing and supply chain processes who are dedicated to both the public and private sectors.

The two-day conference, to be held on 14 and 15 November 2019, is expected to be attended by 150 hosted small and corporate businesses from around the Gauteng region. The event will comprise exhibitors together with formal conferences. The hosted entrepreneurs will have the opportunity to connect with like-minded peers, develop new business partnerships and ignite their collective business power.

“The aim of this year’s conference is to educate the attendees on digitisation, what it means to their businesses and what it means to be digital entrepreneurs,” says Milelwa Mrwetyana, Financial Manager at Emerald Resort & Casino. “The conference presents an opening for small to medium businesses to understand current business trends and forces that are shaping the local SMME sector.”

Attending businesses will gain insightful understanding into subjects and concepts that include the 4th Industrial Revolution, state of the Vaal region economy (Fezile Dabi and Sedibeng Districts), collaboration and stimulation of local trade, insightful industry topics, local SMME exhibitions and offerings and of course those crucial networking opportunities.

Vaal SMME Exhibition Conference

Date:               14 – 15 November 2019

Venue:             Emerald Resort & Casino (Emerald Arena)

Time:               08:00 – 17:00




“Local businesses provide vital support and create essential job opportunities for the local community,” concludes Mrwetyana. “Buying local boosts the economy and it has been proven that the money is twice as likely to stay in the local community and purchases are doubly more efficient in terms of keeping the local economy alive.”

Emerald Resort & Casino.

Tel:                              016 982 8000





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Nudging the media odds ever in your favour

SPARK Media recently hosted Dr Carl Driesener, Senior Marketing Scientist from the Ehrenburg Bass Institute (EBI) to share his learnings on how marketers and brands can better target their customers for more effective bottom line results.  

“We’ve learned so much about effective marketing over the years thanks to our association with EBI,” says SPARK Media’s CEO Gill Randall, “and there’s never been a more important time us to implement these guidelines for businesses to succeed in the current economy.”

Dr Carl said that targeting is like adding salt to your cooking, a little makes it delicious but too much makes it inedible.

His top five tips are:

  1. Be inclusive, rather than exclusive, – the premise behind tight targeting and segmentation is that different brands appeal to different customers.  In reality, we know that the world doesn’t work this way!

There is very little difference between competing brands and all category buyers are your potential customers.

  • So, target all category buyers, not some idealised “brand” profile.
  1. Make your target market description evidence-based.

Don’t work on assumptions about what the customer-base looks like

  1. Avoid targeting only your heavy buyers.

Heavy buyers do deliver volume, but growth comes from the many light and non-buyers, because there are so many of them.

(Counter-intuitively, heavy users need less ad exposure, as the brands are already part of their regular behaviour and therefore more salient.)

  1. Buy media on reach (big numbers) rather than indices –
  • Seductive over-indexing often hides the fact that the channel still delivers small numbers.
  • Always check raw numbers – large audiences are still the primary focus.
  1. Don’t sacrifice reach or continuity of exposure for engagement.
  • High impact campaigns are often expensive and only reach limited numbers!

What are the implications for media?

Go for bigger media – they reach more of everyone.  Evaluate your choices on effectiveness first – i.e. How many sales/feet through the door and efficiency second – cost per conversion.

“As a South African sponsor of EBI, we remain committed to bringing these evidence-based learnings to our marketing industry,” concludes Randall.


Established in 2015, SPARK Media, a division of CTP Ltd, are experts in retail and location-based marketing solutions. The company owns and represents an arsenal of print products that deliver locally relevant, effective audiences for advertising clients. SPARK Media are Strategic Partners in Audience Research and Knowledge and offer ‘Insights that Ignite’.

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