Mark, Author at owlhurst.com

10 Benefits of Collaborating with a Niched PR Agency for Media Agencies and Owners

In the dynamic world of media, building a strong client base and fostering positive perceptions in their respective target markets are crucial for the success of media agencies, media owners, and creative agencies. Partnering with a specialised and in particular a niched PR agency can be a game-changer in achieving these goals. This blog explores ten key benefits of working with a niched PR agency to drive client acquisition and cultivate an outstanding reputation.

1) Targeted Industry Expertise

Brings in-depth knowledge and understanding of specific industries, such as marketing, advertising, and media. This expertise allows them to develop targeted communication strategies that resonate with the intended audience, resulting in increased client acquisition for media agencies, media owners, and creative agencies.

2) Amplifying Brand Image

By working with a dedicated agency, media entities can craft a strong and positive brand image. The agency’s strategic media placements, thought leadership opportunities, and compelling storytelling help position the clients as industry leaders, building trust, credibility, and loyalty among potential clients.

3) A niched PR agency has an Extensive Media Network

All agencies should have well-established relationships with journalists, editors and industry insiders. By leveraging these agency connections, media agencies, media owners, and creative agencies can gain maximum exposure through media coverage, further enhancing their visibility, reputation in the target market and getting their stories heard.

4) Tailored Communication Strategies by niched PR agency

This type of PR agency understands the unique challenges and opportunities within specific industries. This enables them to create customised communication strategies that effectively convey the clients’ message and value proposition to the target market, fostering a strong connection and attracting new clients.

5) Crisis Management and Reputation Enhancement

In times of crisis, a niched PR agency plays a vital role in managing media perception and protecting the reputation of media agencies, media owners, and creative agencies. Their expertise in crisis communication ensures that any negative publicity is swiftly addressed and mitigated, preserving the clients’ brand image.

6) Thought Leadership Positioning

Position media entities as thought leaders within their industry. By securing opportunities for speaking engagements, expert panel participation, and industry-specific publications, the agency showcases the expertise of their clients, leading to increased market recognition and client acquisition.

7) Strategic Content Creation

Content creation is a cornerstone of effective communication. The development of high-quality, industry-relevant content such as media industry news, press releases, blog posts, whitepapers, and case studies is essential to resonate with the target market. This content not only attracts potential clients but also establishes the agency as a valuable resource.

8) Social Media Management

In today’s digital age, social media presence is crucial for media agencies, media owners, and creative agencies. A niched PR agency can manage social media platforms, curate engaging content, and interact with the target audience, strengthening the agency’s online reputation and expanding their client base.

9) A niched PR agency offers Seamless Integration with Marketing Efforts

Collaboration ensures seamless integration between PR and marketing initiatives. By aligning messaging, branding, and communication strategies, media agencies, media owners, and creative agencies can create cohesive and powerful campaigns that leave a lasting impact on their target markets.

10) Measurable Results and ROI

A niched PR agency understands the importance of measuring results and demonstrating return on investment (ROI). By employing robust analytics and reporting tools, they provide media entities with quantifiable data that showcases the success of PR campaigns, solidifying their reputation and attracting new clients.

Partnering with a niched PR agency offers numerous benefits for media agencies, media owners, and creative agencies. From targeted expertise and brand amplification to extensive media networks and seamless integration, the advantages are undeniable. By leveraging the unique strengths of a niched PR agency, media entities can expand their client base and create exceptional market perceptions, setting the stage for long-term success.

Is it not time to make contact with us?

Radio in SA is still in good shape the latest RAMS reveals

July 6, 2023July 6, 2023
by Mark

Recently the Broadcast Research Council of South Africa (BRC) released and presented the latest RAMS Amplify^TM for the first quarter of 2023 where it emerged that Radio in SA, as a medium, is still dominant and resilient.

“Radio holds a position of dominance within the media environment that is buoyant in an array of media formats,” says the BRC’s CEO, Gary Whitaker. “However, the emergence of this array of media formats is changing the dynamics of the media environment.”

In terms of overall collective media consumption, the act of “viewing” takes the lead with 86%, encompassing various forms such as free-to-air and satellite/subscription channels, video streaming, and TV streaming services. Following closely behind is the “listening” collective, which includes radio, music streaming, and podcasts, accounting for 83% of media consumption. The “internet” collective, consisting of social messaging and social media, takes the third spot with 81% with “reading” occupying the fourth position with 51%, including online newspaper or news sites, print newspapers, and magazines.

Historically, the 35 to 49 year old demographic, comprising of 11.7 million people, are ardent radio listeners but are now increasing their video streaming. Younger listeners, in the 24 to 34 year age group, are increasing engagement with music streaming and podcasts within the listening cluster. Radio listening amongst male audiences is strong at an almost 80% P7D (Past 7 Days) reach with a slight decline in female listeners.

In the middle- and upper-income brackets/ economically active population, radio is stronger, while there is a slightly lower reach for lower income individuals. What is interesting to note is that those segmentations that have a broader media repertoire tend to have a higher radio reach. This highlights and demonstrates radio’s popularity amongst a wide variety of media types.

Music still rates highly in the shows that people like to listen to. Local news, weather, advice and traffic at 65.9%, 64.8%, 59.4% and 55.9 respectively indicates that localised content is still driving radio listenership.

Some interesting radio in SA RAMS Amplify facts:

More than 26.4 million South Africans, listen to the radio several times a week.
Almost a third of waking hours is spent listening to the radio.
Tuesdays and Wednesdays have the highest listening reach.
Listening only peaks once a day, on weekday mornings from 6:00 to 9:00, drive time.
At home remains the primary radio setting while listening in the car continues to grow.

Top Commercial Radio in SA Stations for Q1 2023 (P7D):

Ukhozi FM – 7 597 000 listeners
Metro FM – 4 535 000 listeners
Umhlobo Wenene FM – 4 090 000 listeners
Lesedi FM – 3 597 000 listeners
Motsweding FM – 3 077 listeners

Top Community Radio Stations for Q1 2023 (P7D):

Gauteng: Jozi FM – 395 000 listeners
Eastern Cape: Alfred Nzo Community – 130 000 listeners
Free State: Motheo FM – 116 000 listeners
Kwazulu-Natal: Izwi LoMzansi 98.0 FM – 316 000 listeners
Limpopo: Vhembe 102.4/89.1 – 135 000 listeners
Mpumalanga: Nkomazi FM – 91 000 listeners
Northern Cape: Kurara FM – 93 000 listeners
Northwest: Mahikeng Community – 131 000 listeners
Western Cape: Voice of the Cape – 211 000 listeners

“Radio, and the RAMS data confirms, holds its strength as an information source, but the listening cluster as a whole is changing because of technology,” concludes Whitaker. “Across the entire income and demographic spectrum, digital listening is on the rise but listening via terrestrial sources remains prevalent. Radio remains dominant and resilient.”

For more information on the BRC visit https://brcsa.org.za/

Please follow the BRC on:

https://www.linkedin.com/company/broadcast-research-council-of-south-africa

https://www.facebook.com/Broadcast.Research.Council.of.South.Africa/

The Broadcast Research Council of South Africa DNA

The Broadcast Research Council of South Africa (BRC), established in 2015, chief role is to commission and oversee the delivery of radio and television audience measurement research for broadcasters and the advertising and marketing industry.

4 reasons why outsourcing to a small and niched PR agency can be beneficial to your business

In today’s competitive business landscape, effective public relations (PR) is crucial for establishing a strong brand presence and building meaningful relationships with target audiences. While many businesses opt for an individual full-time employee or even large in-house PR teams, outsourcing to a small and niched PR agency can offer several advantages, including cost-effectiveness and increased efficiency. In this blog, we explore why outsourcing PR may be a smart choice for your organization.

Specialised Expertise

Small and niched PR agencies often have a specific industry focus or expertise, allowing them to bring a unique perspective to your PR efforts. By leveraging their specialised knowledge and understanding of your industry, they can craft tailored strategies and implement targeted campaigns more efficiently. Unlike a full-time employee who may need time to familiarise themselves with your industry, an outsourced PR agency can hit the ground running, maximizing the impact of your PR initiatives.

Cost Savings by outsourcing to a small and niched PR agency

Hiring and maintaining an in-house PR team involves significant expenses. Beyond salary and benefits, there are additional costs like training, software, office space, and equipment (even working the hybrid way). On the other hand, outsourcing to a PR agency allows you to tap into their expertise without bearing the burden of these overhead costs. You only pay for the services you need when you need them, making it a cost-effective option, especially for small businesses or startups operating on limited budgets.

Scalability and Flexibility by outsourcing to a small and niched PR agency

One of the key advantages of outsourcing PR is the ability to scale your efforts up or down as needed. A small PR agency can easily adapt to your changing requirements and provide the necessary resources without any delays or hassles. They can accommodate your budget constraints, project timelines, and specific goals, allowing for greater flexibility in your PR strategy. Whether you require ongoing PR support or need assistance with a short-term campaign, an outsourced agency can provide just the right level of expertise and support.

Wider Network and Connections

Established PR agencies often have an extensive network of media contacts and industry influencers that they have built relationships with over time. Leveraging these connections can be invaluable in securing media coverage, guest blogging opportunities, and partnership collaborations. While an in-house employee may have their own network, it is often limited compared to the vast reach of an outsourced agency. By tapping into their existing network, you can enhance your brand’s visibility and credibility, resulting in greater ROI for your PR efforts.

When it comes to PR, small and niched agencies can provide a cost-effective and efficient alternative to employing a full-time employee. Their specialised expertise, cost savings, scalability, and extensive network make them a valuable asset in building your brand reputation and driving business growth. Consider outsourcing your PR needs to a reputable agency to maximize your resources and achieve strategic PR objectives.

Make contact to see if we can assist in getting your business’ voice heard.

AI can help small PR agencies grow

Artificial intelligence (AI) is rapidly changing the way businesses operate, and the public relations (PR) industry is no exception. AI can help small PR agencies in a number of ways, including:

Automating repetitive tasks.

AI can automate many of the repetitive tasks that PR professionals typically perform, such as media monitoring, social media management, and content creation. This frees up PR professionals to focus on more strategic and creative work.

Analysing data.

Help PR agencies analyze large amounts of data to identify trends and opportunities. This information can be used to develop more effective PR campaigns and measure their results.

Personalise outreach.

AI can help PR agencies personalize their outreach to target audiences. This can be done by using AI to segment audiences, create tailored content, and measure the effectiveness of outreach efforts.

Predicting outcomes.

Help PR agencies predict the likelihood of success for different PR strategies. This information can be used to make more informed decisions about how to allocate resources and manage campaigns.

In addition to these benefits, AI can also help small PR agencies to:

Reduce costs.

By automating tasks and analysing data, PR agencies can reduce their costs. This can free up resources that can be used to invest in other areas, such as hiring new staff or developing new services.

Increase efficiency.

AI can help small PR agencies to become more efficient by automating tasks and streamlining processes. This can free up time for PR professionals to focus on other tasks, such as developing new strategies and building relationships with key stakeholders.

Improve results.

AI can help small PR agencies to improve their results by providing them with better insights and more personalized outreach. This can lead to increased media coverage, improved brand awareness, and stronger relationships with customers.

Overall, AI has the potential to be a powerful tool for small PR agencies. By automating tasks, analysing data, and personalizing outreach, AI can help small PR agencies to reduce costs, increase efficiency, and improve results.

Here are some specific examples of how AI is being used by small PR agencies:

Automated media monitoring.

AI can be used to automate media monitoring, which can help PR professionals to track mentions of their clients in the news and social media. This information can be used to identify opportunities for coverage and measure the effectiveness of PR campaigns.

Social media management.

AI can be used to manage social media accounts, which can help PR professionals to engage with followers, share content, and track analytics. This can help PR professionals to build relationships with customers and promote their clients’ brands.

Content creation.

AI can be used to create content, such as blog posts, press releases, and social media posts. This can help PR professionals to produce high-quality content that is tailored to their target audiences.

Crisis communications.

AI can be used to help PR agencies respond to crises, such as product recalls or negative news stories. AI can be used to monitor social media, identify potential issues, and develop crisis communications plans.

These are just a few examples of how AI is being used by small PR agencies. As AI continues to develop, it is likely that we will see even more ways that AI can be used to help PR agencies grow and succeed. Going to interesting the future of AI in broadcasting too!

Media, brand and consumer research in SA takes another leap forward

After February’s milestone release of MAPS (Marketing All Product Survey) data, the Marketing Research Foundation’s (MRF) has announced that the latest MAPS data will be released at the end of July 2023. This data will encompass consumer information gathered from January 2021 to December 2022, enabling a unique opportunity for a comprehensive comparison between two complete calendar years, yet another milestone in the history of MAPS.

“These remarkable milestones mark a significant leap forward for the MRF and solidify its position as the singular source of truth in the South African media and consumer data landscape,” says MRF’s CEO, Johann Koster, “This latest data release incorporates consumer insights gathered from more than 40 000 interviews, spanning the 2021 and 2022 calendar years. It allows MAPS users a wealth of insights as we track the changing consumer behaviour, emerging from the Covid restrictions and now finding ourselves in the firm grip of an economic downturn.”

We’re also extremely proud to say that this month, together with partners Plus94 Research, we’ve been continuously collecting data and been in the field for three years. This means that just over 60 000 households have been visited and not a single one twice. This delivers incredible depth and breadth in the data whether looking at year-on-year, seasonal or quarterly shifts in consumer behaviour.”

The February MAPS data, for example, has allowed users to compare two years of continuous data from July 2020 to June 2022 and is providing extraordinary insights into the COVID-19 period and the period leading up to the current economic situation in South Africa.

The effects on consumers and changes in product consumption and spending patterns are clear to see especially when viewed through the lens of quarterly data tracking. It is fascinating to watch shifts in consumer behaviour and consumption within a quarterly timeframe. These graphs, showing the effect of the current economic environment on clothing purchases, is just one example of the many insights that can be mined in MAPS.

“It is important to remember that MAPS is independent, untainted by commercial interests and has rapidly become the de facto strategic inter-media planning tool for countless marketers and advertisers,” concludes Koster.

The unrivalled depth and reliability of this data make it an indispensable resource for industry professionals who are seeking unparalleled insights and a competitive edge.”

For additional information on MAPS – http://mrfsa.org.za/maps/

Social Media: Facebook – https://www.facebook.com/MRFSouthAfrica/

LinkedIn – https://www.linkedin.com/company/mrfsa

Issued on behalf of: Marketing Research Foundation (MRF)

Johann Koster – CEO

http://mrfsa.org.za/

The Resurgence of Single Source Data

After a few years of relying on individual media currencies provided by separate media owners because of the lack of an independent products and brands survey, single-source data is once again flexing its muscle and reflecting the totality and complexity of the South African society. Having already shown the strength of its data in quarterly releases, in October 2021, the Marketing Research Foundation (MRF) will be presenting the first full-year data of Marketing All Product Survey (MAPS^TM).

In the past South Africa was at the forefront of data collection and SAARF’s AMPS survey was the general go-to for all media planners and strategists. However, the unfortunate demise of this single-source data led to a void in the media planning process, and many agencies were forced to use old data to try and track an increasingly changing, segmented and fragmented market. The current scenario where there are individual JICs reporting on their own media currencies have further complicated this process.

“The MRF was born as an independent, non-profit company, acting as the custodian and repository of research expertise for the marketing industry and their advertising industry partners,” says MRF’s CEO, Johann Koster. “The MAPS survey has been introduced to fill the void that marketers have been clamouring for.”

The Foundation’s main objectives are to establish, commission and manage comprehensive, valid, reliable, and continuous consumer behaviour research, surveys, investigations and reports, that provide data for targeting and segmentation, as well as multi-product/brand usage and multi-media information that reflects the totality and complexity of the South African society.

“MAPS offers the familiarity and comfort of AMPS but is modernised, updated and greatly enhanced,” comments Koster. “MAPS is designed to be independent of any commercial interest and to be the heart of an organisations consumer data and insights strategy. MAPS should form the focal point for developing marketing strategies including market sizing and segmentation, consumer profiles, brand profiles, media profiles, etc. Once these elements have been compiled, the media currencies should be used for detailed media planning and purchasing.”

With the advent of the COVID pandemic, it was believed that MAPS would probably be a pipe dream. But after receiving the results of the first 5000 interviews, followed by March and June, the MRF were back on track and the general response from the market has been very positive. Next month will see the validation of years of work that has been put into MAPS when the full-year dataset is released to subscribers.

And MAPS is certainly gaining the support of the marketing industry! The research is transparent and free of influence from commercial interests – allowing marketers to make informed choices based on data generated by the input of their own questions. The completely modernised survey, including innovations such as multi-platform behaviour, decision-making questions and geo-codable data, enable synergies between media planning and marketing strategy resulting in cost-effective advertising.

This large-scale sample and single source data will enable the MRF, in collaboration with MASA and other industry partners, to develop a much needed Segmentation Model, which will replace the old LSM segmentation. This model will be shaped in partnership with industry stakeholders and fellow JICs. The industry urgently requires one segmentation model that everyone believes in and that can be used for years to come by the entire marketing and advertising industry.

Like the proverbial phoenix, single-source data is on the rise and for the first time in five years, the marketing and media industry has demographic, intermedia, behavioural, product and brand data in one survey.

For additional information on MAPS – http://mrfsa.org.za/maps/

Social Media: Facebook – https://www.facebook.com/MRFSouthAfrica/

LinkedIn – https://www.linkedin.com/company/mrfsa

BRC announces interim results to the TAMS audit

In the beginning of 2021, The Broadcast Research Council of South Africa (BRC) announced its intention to commission a more comprehensive TAMS (TV Audience Measurement Survey) audit due to rapid changes in the video viewing landscape, a rise in zero ratings, loadshedding and greater challenges faced by technicians servicing the TAMS panel due to COVID-19. While the audit is currently being conducted, the first interim report has already been received.

“While we will not be sharing the minutiae of the interim reports, we will rather make the broader analysis of further interim reports available, covering separate areas, as we receive them,” says BRC’s CEO, Gary Whitaker. “The consolidated final TAMS audit report will be accessible to the industry towards the beginning of October 2021.”

The TAMS panel itself has been placed in the spotlight recently, particularly as there has been limited panel management over the past 12 months due to the COVID-19 pandemic and restrictions surrounding the various Lockdown levels.

While the full audit is still being conducted, the current interim report covers, firstly, environmental review, a qualitative survey of factors including power supply, viewing on other platforms and devices and secondly, a deep analysis of the market landscape and its changes from recent years.

The interim report shows that there are multiple drivers impacting measured viewing performance with four main areas contributing overall. These are:

Changes in the structure of TV households. As the market moves more to digital services like DStv, OpenView, DTT (Digital Terrestrial Television) etc, the choice of channels increase to the consumer. This means less time spent watching the larger Free to Air (FTA) channels, resulting in more fragmented audiences. The decline in analogue homes has accelerated in the past couple of months and will continue as the government rolls out their plans to switch off analogue altogether.
Performance within platform and a channel’s ability to maintain or grow share of broadcast TV within a platform. For instance, SABC has seen a decline in performance across all platforms. As the structure of the market has changed the make-up of FTA channel viewing has evolved. Analogue only homes made up two thirds of SABC average monthly audiences in 2019. By May 2021 the platform contribution of analogue only dropped to 52%, with DStv, OpenView and DTT contributing more.
The share of broadcast TV as a proportion of total measured TV. There are strong indications that analogue and DTT homes are supplementing their viewing with non-broadcast content as more streaming media channels become available to South Africans. The stay-at-home lockdown that the country has been under over the past 18 months has accelerated this trend as families seek more home entertainment.
The impact of Loadshedding/load reduction is more unpredictable and can result in significant declines in overall viewing in the short term. While the other factors investigated are more gradual and can be considered in planning, loadshedding and load reduction cannot be predicted - particularly weeks or months in advance. The impact on reporting samples is greater than the impact on ratings although the weighting process makes some corrections for the lower samples.

According to the report, all these factors can and do impact performance and reporting samples and increase the likelihood of zero-rated spots. As we know, loadshedding is the most unpredictable and most severe of these factors.

In the meantime, certain recommendations have been made based on the current findings.

Minute-by-minute data. Consideration should be given to moving the currency to minute-by-minute data as opposed to the current second by second data as it will marginally stabilize the data at the most granular spot by spot level, whilst having no impact at a program and channel level.
Consider the timing and narrative around universe updates. Timing should allow for plans to be adjusted which should encourage planners to confirm their schedules and projections. Possibly more trading target markets should be included in the comparative tables.
Source data for planning. More recent weeks of source data would be the best source for planning as opposed to the same time a year ago.
Analogue Switch off. For Free to Air (FTA) channels, the impact of the analogue switchover should be factored in. This is more relevant for middle to lower income target markets.
Loadshedding. While loadshedding cannot be planned, from a post campaign perspective the performance should also be run using “loadshedding No” included in the target market definition for a particular day. This will give the performance against the fully available target market. However, the software systems do not currently support PCAs over multiple days being run in this manner.

“The BRC is and will always strive to ensure that all of our data is correct, in good health, reflective of the situation and representative of the universe,” concludes Whitaker.

For more information on the BRC visit https://brcsa.org.za/

Digital Devaluation is rife – go for quality not quantity

August 24, 2021
by Mark

By Andrew Dabbs, Digital Media Strategist at The MediaShop

A trap that many digital departments tend to fall into is to buy the cheapest online inventory, regardless of whether they are sites that you or your clients would usually steer far clear of.

Justifying cheap inventory for the sake of ‘audiences’ will only hurt the brand, and your reputation in the long run - so buy right the first time. The better the campaign’s content and quality of the online platforms the brand is being advertised on, the more likely the brand will enjoy an excellent audience.

With the digital media industry and everyone playing in the same sandpit of budget, we often get told that we can do the same as someone else at a lower price. But I believe that we need a standard of what is being brought to the table, we need to have publishers and inventory vetted so that agencies can work with accredited partners. Don’t we do this with OOH sites that need to have council approval? So why should digital be any different?

When it comes to buying cheap inventory, you’ll never see a TV planner choosing odd spots and time slots so that we can “save” budget. No, the planner works to the agreed upon AR’s and buys the right spots at the right price to ensure that the client’s ads are being seen by, most importantly, the right audience. So why when it comes to digital do agencies insist on buying at the cheapest cost?

Overall, the digital world is still a mystery for many, exacerbated by the fear of fraud, cyber-attacks, social backlash and concerns of where content is placed. But it’s not all bad out there folks, there are many good people, multiple good publishers, good tech, good agencies and really great clients. We just need to find the balance between quality and quantity. We need to invest in the right people to get the right results and most of all, we need to all upskill ourselves to know more.

It is possible to stop the devaluation of digital as a collective and no longer stand for substandard products or dream ideas of first world tech that just don’t exist. We don’t stand for substandard delivery on other media platforms, so digital should not be any different.

Ultimate Braai Master is returning for Season 7

August 16, 2021
by Mark

What comes to mind when mentioning a South African social custom or a way of cooking outdoors? You guessed right! The good old Sishanyama or Braai. Whatever your preference is: boerie, chops, chicken or even a vegetarian dish, every Saffa knows it’s going to be a great time around the fire when gathering with friends and family.

South Africans enjoy getting together with their Bra (brah) or bru for a “chop n dop” in fact it’s a traditional pastime in this country. So, all avid braaiers will be glad to hear that the Ultimate Braai Master is back for a seventh season in September. Equally exciting is that host Justin Bonello and judges, Pete Goffe-Wood and Benny Masekwameng are all back, and ready to challenge a whole new group of contestants!

The incredibly successful Ultimate Braai Master, a South African born reality TV series, is being shot in the exquisite Nelson Mandela Bay area in August and September featuring contestants who have been selected from across South Africa. Little do they know that the braai motto ‘rain, wind or shine – we braai’ is going to literally test their will to stay in the competition.

This season’s Ultimate Braai Master will be brought to you by Takealot in association with Castle Lager, coordinated by marketing integration specialists G2 Connection.

“The last 18 months have been a trying time for all South Africans, so I was delighted by the high standard of talent that applied to be a part of UBM - so much so that making the final teams’ decision was really tough,” commented Justin Bonello. “We also spent time identifying great locations in the Nelson Mandela Bay area. We wanted locations that are going to test both the contestant’s resilience and cooking ability. It will be a very exciting series.”

The return of Benny and Pete completes the trio. “What I most enjoy about Ultimate Braai Master is how the show’s diversity unites everyone around one fire. I really enjoy the innovation and creativity that this diverse group brings to the show. The camaraderie that is built during the shoot endures long after the show has aired,” says Benny.

It is going to be great viewing from the get-go, and this year’s theme is “Under Fire” because contestants are going to find it very hot all the time. South Africa, get ready for these famous words at the start of every episode … “Game On”!

Who will take ownership of the next Ultimate Braai Master title? Be sure to catch e.tv every Saturday night from the 25th of September at 18h00 to find out.

For more information on the show, please contact Gail Hoffmann Parrish at gail@g2connection.co.za or visit the website https://ultimatebraaimaster.co.za/.

What’s that sound? Everybody look what’s going down!

August 13, 2021
by Mark

Moti Grauman, Digital Media Strategist at The MediaShop explores the Audible Logo as a crucial part of branding.

What is a brand?

As a marketer with more than 20 years' experience, I should probably know, but I am not sure that I do. We talk about things like brand building, brand love and affinity, salience, resonance and mental availability. We know what we mean, as do our clients, but that's not the same as really understanding the essence of a brand.

In his book Sapiens, Noah Yuval Harari argues that a brand is simply an agreed social construct that's lacking anything substantial. In fact, the elements of which any brand comprises are arbitrary. A brand is a not a logo, because logos change, it's not the building because companies move, it's not the management team, because employees move on, and it's not even the product, because brands diversify or change direction completely.

Inherently we know that a brand is more than that even if we can't put a finger on it. Apple is a brand because we all agree that Apple is a brand, we recognise the Apple Icon, but almost nothing about the company today existed within the Apple founded by Jobs and Wozniak in 1976.

Actually, what Harari is really getting at, is that a brand is the story it tells.

Its common knowledge that the average person is bombarded by about 7000 branded messages per day. Equally well known, is that we are not even aware of 99.9% of them, and of the 0.1% that we are aware of, we consciously absorb the message of, at best one or two.

In light of the above we must ask: does the constant branding exercise make a difference? We know it does on a subconscious level, but does that translate into a meaningful action at some point? Conversely, can a brand be damaged by the flotsam and jetsam of modern branding?

A few years ago, I heard something that fascinated me. It turns out it wasn't true, but the idea is intriguing.

By way of introduction - most of us remember our first mobile phone, especially if it was a Nokia. I was lucky enough to have the 6110. But in this context, it's not the model that's important, it's the default ring tone. No doubt you remember it: tulalala tulalala tulala la la – this obviously doesn't do it justice, but its playing in my head perfectly.

Hear it (and its evolution)!

It was based on a classical composition called Grand Vals by the Spanish Composer Francisco Tarrega, who is probably turning in his grave at the thought of what a really beautiful piece of music has ultimately become.

In 1994, Nokia selected this as their ring tone in an effort to create what was the world's first audible logo. By then many brands had an easily recognisable jingle or catch phrase, but what makes Nokia different is that they set out to create a unique sound that clearly identified the brand as unambiguously and as clearly as their visual Logo. This is already inaccurate as its demonstrably true that by this time many brands already had Audio Logos.

But as the story goes, the experiment worked and failed simultaneously. It worked in that everybody recognises the ring tone and knows it as Nokia, it failed (miserably some would say) in that it damaged the brand by creating an unsatisfactory association. It would seem that the ringing of a mobile phone is linked to stress, and therefore in the mind of the consumer Nokia was strongly associated with a stressful and often physiological response. Sweaty palms, a racing heart and a sinking sick feeling in the stomach is not the ideal response a brand wants to illicit.

The reason the story is plausible is that memories differ depending on the sense that created them. Seeing a logo every day may build up a brand association but hearing it will create an altogether different result. Together, a Visual brand and an Audio brand create a far stronger presence.

Ta da da ta da – I'm Loving it. You didn't read that, you heard it, and at the same time you probably visualised the Golden Arches.

Some brands, like McDonalds and Apple have had a "Sonic Logo" as far back as 2003 and 1984 respectively. Microsoft's sound Trademark goes back to 1995. Although it's entirely possible that it wasn't necessarily intended as a "logo"

Both Apple and Microsoft incorporated their audible logo into the consumer's user experience, further entrenching it in the mind.

So why, aren't more brands experimenting with Audible Logo's.

It turns out that lots of brands are (think about Intel, Netflix, the MGM Lion and 20th Century Fox…..) and like everything else in Media and Marketing, it's a science.

Veritonic has built tools and Market intelligence platforms specifically designed to help marketers with their Audio marketing – this includes everything from Sonic Logos to Podcast Marketing and their website includes an Audio Ad Search and Ranking system so Brands can see how their Audio matches up to competitors. It's pretty interesting stuff.

Lucas Murray of Made Music Studio says (Marketing Dive Anatomy of a Sonic Logo): "In fact, every successful sonic logo was created with intelligence, artfulness and purpose. Some companies know this and elegantly bring their brand to life through sound and music. Some companies do not, and either create an uninspired audio cue mismatched to their brand or never think to create a sonic identity at all. What is clear is that the gulf between these two types of brands is growing wider and wider as audio-first mediums, apps and experiences continue to rise in popularity. The simple fact is that if you want to reach into people's brains, hearts and pocketbooks in 2021, you must have a strong, well-designed audio presence."

That makes perfect sense. It aligns with breaking through the clutter, it matches Harari's definition of Brand, it's in sync with the need to reach consumers multiple times on various platforms.

No doubt the etymology of a brand as it refers to a product or company, is the actual Hot Iron Brand intended to burn a mark into something. Today the objective is to burn that something into the mind and consciousness of the consumer.

That's not an easy job to do, and I agree with Murray, marketers need to exploit every available tool to ensure that of the 7,000 daily messages users are exposed to everyday, their brands get through. That means: Omni-channel, multi-sensory and ubiquitous.

Audio Logos are another instrument in the marketing symphony.

1 2 3 4 5 6 … 54 55 56