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Author: Mark

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Utilising technology for better research

Advances in technology and computing power make it possible to fuse multiple research surveys. Essentially there is no more need for outdated brand diaries in 2018.

“Picture this,” says Peter Langschmidt, consultant to the PRC (Publisher Research Council). “It’s 1975 and paper diary research is state-of-the-art when conducting FMCG brand research. It’s now 2018, with exponential advances in technology and statistical methods available to the research industry, and yet in some circles, archaic diary surveys are still being implemented.”

Within the next few months, the PRC and Nielsen will be fusing their two respective data sets PAMS (Publisher Audience Measurement Survey) and CPS (Consumer Panel), and at a later stage both of these with the Narrative (previously Effective Measure)’s online audience data. This fused data sets offer numerous advantages over traditional diary surveys.

The biggest advantage is the cost, since fusion offers a 25% bigger sample for less than a third of the cost of a diary, and about 15 times less than creating a panel from scratch.  South Africa is a small country and it is frankly irresponsible to ask marketers to pay for data (even indirectly) when it is already available for a fraction of the cost via fusion.

In addition, existing panel data can be continually fused in the future as opposed to a single week diary snapshot. The fused data is also based on actual bar code verified and audited purchases, not claimed purchases that are subject to memory decay and significant  over- and under-claiming of certain product categories. In addition, the Nielsen CPS panel comprises of over 5000 FMCG brands as opposed to only about 2000 that can be accommodated on an AMPS type diary.

“Combining or fusing robust 20-year ongoing Nielsen FMCG panel data with PAMS makes the most sense. When one considers that PAMS data already includes retail, automotive, mobile and banking branded data, marketers and their agencies will soon have all the data they had in AMPS.

It’s time we stopped being trapped in a time warp and joined the rest of the world, employing the best and most commonly used practice of data fusion from multiple sources. This will offer more detailed, audited and comprehensive branded data at a fraction of the cost of any other solution,” concludes Langschmidt.

PAMS documentation and all Media Software bureaus where the fused data will be available can be found on the PRC website at http://www.prc.za.com/pams/.

For additional information and more in-depth data of titles, please make use of the PRC’s website http://www.prc.za.com/ or contact the PRC on 011 326 4041.

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Are you ready to reach your future customer?

Is there any value in comforting your customers today with nostalgia from yesterday when their choices are naturally evolving at the rapid pace of a vastly shifting world around them?

Gareth Grant, Business Unit Head at The MediaShop, questions how best to future-proof a brand’s message to a post 2020 customer base.

In the current ever changing and growing market, there are some challenging questions that brands need to be asked. Marketers want their customers to want their products, but are they really talking to and engaging them?

It is important to consider whether customers are receiving brand messages in a way that holds enough meaning to potentially influence their behaviour. And if the message is being received, is it getting through in a way that works for your customer now and in the future?

Emerging from a global recession creates opportunity to rethink strategy. The tide is set to turn again, as it does, and the market could boom or we should at the very least see an upswing. But with this turning tide, we also face a new-age society. The industry is humming with buzz-words like “disruption”, “millennials”, “Gen-C” and “Artificial Intelligence” because these are the very factors demanding that we rethink strategy.

The post 2020 consumer base – the inhabitants of the new-age society; are not as concerned with brand heritage stories as they are with real-time solutions and services that ease the mundane daily load and allow for an easier life experience.

Cue Apple’s “Siri”, the Google Assistant and Amazon’s “Alexa”. So here we are, trying to engage with this post 2020 consumer, trying to disrupt enough to get some attention but not necessarily with a product that can include the best of AI such as Siri and Alexa.

Every business in each sector still needs to find ways to engage their audience though and I believe the key is to look at the relevance of the message as well as the means of communicating the message. We know the customer pool is bigger, younger and bolder than ever before. We know that they are all connected and that technology and social media are at the hub of the inhabitants of this “new world”. My colleague at The MediaShop, Richard Lord, wrote a very interesting article on the social media angles just recently http://www.mediashop.co.za/blog/item/256-are-foogle-the-enemy

To my first point – is the message itself relevant? The post 2020 consumer wants value-add so brands should ensure that the message communicates that. Disruption is a requirement to catch attention but attention span is a valuable commodity these days and so it is imperative that the message is made clear as soon as possible.

When I think of the current and future society, I have a laugh at the old joke about the “3-second rule”. In my circle if anyone dropped a morsel of food but managed to pick it up in 3 seconds or less – it counted as being still edible. This rule also applies to messaging – if your message manages to hook attention in 3 seconds or less – it is relevant. If not, your customer has moved on – moment forgotten, message? What message?

If this is the current landscape, then surely as AI and technology make life more streamlined and experiences more convenient every day, the demands on messaging are sure to increase.

To my next point though, how the interesting and relevant messaging is delivered needs to ensure that it is seen by the relevant eyes at a time and place that is as meaningful as the message itself. New digital platforms are constantly sprouting in the online landscape and whether a business is operating in the online space or not, leveraging this is essential.

Traditional platforms still show some return but continuity is absolutely required. A golden thread running through all platforms needs to be created in order for the consumer base to have multiple interactions with the message. The concept of “experiential” contact needs to be turned inside out and reinvented so that consumers experience a brand’s message in ways that are relevant to this time where the landscape changes literally from day to day. Consumers are selective to what content they consume and we need to talk to them in moments which matter to them in order to have their attention.

I say let’s do our best to engage on every platform, create a golden thread that runs through all points of engagement and get creative about the future. Let’s imagine the science fiction version of our audience 12 years from now, using current statistics pulled from the last five years, we can get as creative as we like in imagining the version of our audience in 5 and 10 years from now and we will more than likely still be hitting a conservative version.

So many questions and so few answers, I know. So then, just as inventors in every field scratch their heads at a challenge until a totally “crazy idea” provides the answers (think Edison, Newton and Musk), advertising and marketing needs to try some crazy ideas to get the message out there in a meaningful and engaging way. Let’s go! To Infinity and Beyond!

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But what happens after Mandela Day?

Cosmos Mashego, Creditors Clerk at The MediaShop asks a pretty important question…

With Mandela Day on 18 July, most South Africans were doing what they normally do on this day, and that is stuff they don’t do on any other normal day. Local celebrities, politicians and every day citizens were visiting old age homes, orphanages and the homeless to dish-out food parcels, assist with home renovations or painting, cleaning and spending the day with the less fortunate in the spirit of Mandela Day. Of course there were also the selfies for social media platforms as proof – because if it’s not posted, did it even happen?

Some companies also embark on blanket knitting projects a month or so before Mandela Day, or allow their staff to go and participate in any of the many 67 minutes events that take place around the country for this occasion, offering their helping hands with the hopes of being tagged in pictures.

But one has to wonder if the general population really understands the true meaning of Mandela Day or what this great legend really stood for? I mean Mandela Day is on July the 18th, so do the less fortunate only need our help on that one day? We make it seem so because by the 19th of July most ordinary people go back to their normal lives and seem to forget that there is still an orphanage in Ivory Park or homeless people at Coronation Park that still need care.

It does make me wonder if some local celebrities, politicians and a few companies use this day or month purely as a PR exercise because they know the day receives so much attention locally and internationally. Less is said about many corporate’s actual participation in helping the less fortunate except during those official 67 minutes of Mandela Day.

This behaviour is normalised in such a way that most people are not even embarrassed to only visit the homeless on Mandela Day and give them food parcels or the blankets they have knitted a month before. The same people won’t even allow the same homeless people to wash their windscreens at a traffic light to earn some money.

It’s quite worrying that most of us seem prepared and willing to help the less fortunate only during the official 67 minutes of Mandela Day and seem to care-less as to what happens to these people on the other days of the year.

We live in a world of social media but why is it necessary to post the pictures of what we really embarked on for the day. For some of us maybe it’s only a matter of Lenna ne kele gona (I was also there) or are we trying to encourage other people to give a helping hand and to have the spirit of Ubuntu?

If one could take away the pictures, the official 67 minutes and the 18th of July from the calendar, would we still have the same enthusiasm of helping the needy all through the year? I don’t think so.

One could surmise that Mandela Day is treated the same as Valentine’s Day – for some the thought is that it’s the responsibility of the policy makers to ensure that the day is honoured.

I believe that more needs to be done by our citizens regardless of our status in the society whether in rural or metro areas. But the question remains “what happens after Mandela Day?”

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Emerald revamps casino Privé lounge

Recently, Emerald Resort & Casino launched their newly updated Privé lounge! The space has been enhanced with a fresh new look and feel complete with revised layouts of slots and tables, while maintaining the exclusive sanctuary that premium members are used to.

“One of the many reasons that guests choose to play at Emerald Resort & Casino is to experience the highest maximum bets on offer in South Africa, and this has not changed!The upgrade of the Privé area has brought a different look and feel to the area’s atmosphere, elevating the sense of comfort so that players have an even more enjoyable gaming experience,” says Emerald Resort & Casino’s VIP/Privé Manager Karen Watt-Pringle. “The revamp speaks to the elegant lifestyle that comes with belonging to our premium Diamond and Gold Rewards loyalty programme.”

The Privé refurbishment was the perfect way to advance an on-going casino upgrade project. This augmented the introduction of our 101 new slot machines by introducing new bases throughout the floor, with the layout having an emphasis on spatial awareness. Tables still include Roulette, Baccarat and Blackjack.

“Guests will notice an even more elevated customer centric approach with our new VIP team in place to further enhance and maximise the gaming experience. We’re proud to offer our guests the highest maximum bets in the country on our Tables!

We have received numerous favourable comments from our VIP guests regarding the changes and they are pleased that their favourite slots were not removed in the process. Guests are reconnecting and coming from afar to experience what we offer. It is exciting to be part of the Emerald renewal story,” concludes Karen.

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

Emerald Resort & Casino.

Tel:                              016 982 8000

Website                       www.emeraldcasino.co.za

Facebook:                   http://www.facebook.com/Emerald.Resort.Casino

Twitter:                        https://twitter.com/emerald_resort

LinkedIn:                     https://www.linkedin.com/company/emerald-resort-&-casino/

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The world of branded content explained

The BCMA (Branded Content Marketing Association) will be hosting an event on the 24th July at Vega to explore the often misunderstood but highly effective world of branded content. 

 Chairman of the BCMA South African chapter and Managing Director at Launch Factory Spero Patricios says: “The BCMA is a global body representing branded content practitioners, promoting best practice, sharing knowledge and growing the branded content industry. The presentation on the 24th will feature four amazing speakers with great insights to share in this area, namely Enzo Scarcello (COO, MTN), Lebo Ramafoko (CEO, Soul City Institute), Wayne Bishop (CEO, PHD) and Mike Sharman (Co-founder, Retroviral).”

The BCMA has committed to engage and educate agencies and marketers on the importance of using branded content, an area that is being given more and more prominence in marketing budgets.

“We are in the beginning of the golden age of content and much of it is being consumed commercial-free (On Demand, DVR, news feeds and/or distracted by the second screen).

Visionary brands have chosen to supplement interruptive advertising with an investment in content, this could be in the form of online or print articles, blog posts, website copy, events, case studies etc. They have chosen to stop interrupting people from what they want to watch and have started to become what they want to watch.”

Committee member and Head of Digital Product & Client Strategy at SPARK Media, Kristin Louw says: “We can really help marketers to formulate their own bespoke branded content suitable either for the print or digital space. Our advertisers are constantly looking for new ways to grab the consumer’s attention and effective branded content is one such platform, especially when the same integral brand message is shared across print and online platforms. One central message being seen in different formats has more probability of that message sticking in the consumer’s mind.

We’re so proud to be affiliated with this event and we’re confident that those attending will benefit greatly from it.”

As a prominent media owner with vast print and digital properties including over 90 Caxton owned or part-owned online publications like Guzzle, Local News Network (79 Local newspaper websites), All4Women, Caxton Magazines (12 lifestyle websites), Private Property and Autodealer, SPARK Media is well versed to share with marketers the importance of using this method of communication.

The upcoming event looks set to be completely booked out, but to be added to the mailing list or for more info on the BCMA and to hear about upcoming events, please email spatricios@thebcma.info

SPARK Media DNA

Established in 2015, SPARK Media, a division of CTP Ltd, are experts in retail and location based marketing solutions. The company owns and represents a myriad of print and digital 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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Emerald knits the community together

As part of the Centenary Mandela Day celebrations, Emerald Resort & Casino team members got together to knit over 100 scarves which were donated to kids living with disabilities.

 “We invited 100 disabled kids to Animal World zoo for the day where they were entertained and treated to lunch,” says Emerald Resort & Casino’s Marketing Executive Tanuja Gangabishun. “Each child received a scarf, all hand knitted by the Emerald team, to keep the chilly wind at bay.”It’s not often that these special children with disabilities are able to spend time exploring and discovering new experiences and animals while being educated at the same time. It was truly heart-warming to see the faces of these little ones enjoy a great day out in the winter sunshine. It seems that the antics of Bubbles and Bok, the resident hippo and goat were still one of the highlights while the new hyena cubs were also a hit.

When they weren’t watching the animals, the children had their faces painted and were kept entertained with colouring in. They’re a pretty talented bunch!“While we have many community and CSI projects on the go throughout the year in the local Vaal community, Mandela Day has always been about the kids, to help and assist in any way that we can.

When the call went out for volunteers to help these kids, we were overwhelmed by the sheer number of team members that put themselves forward and I’m extremely proud of what team Emerald has done this Mandela Day,” concludes Tanuja. “A lot of people volunteered to entertain and assist these wonderful children for the day, not to mention all the colourful scarves they produced to keep everyone warm.”To view Resort promotions, events and more, visitors to Emerald Resort & Casino are encouraged to stay close to the Resort’s Facebook and Twitter pages, or guests can visit www.emeraldcasino.co.za for more information.

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

Website                       www.emeraldcasino.co.za

Facebook:                   http://www.facebook.com/Emerald.Resort.Casino

Twitter:                        https://twitter.com/emerald_resort

LinkedIn:                     https://www.linkedin.com/company/emerald-resort-&-casino/

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It’s a wild giveaway at Emerald!

Emerald Resort & Casino’s latest promotion “Drive to be Wild” offer guests the opportunity to win a share of R1 million in cash, prizes and a magnificent Nissan NP300 4X4 Hardbody. It’s an adventure all the way!

 “Off the back of an extremely successful casino promotion where a Toyota Hilux Double Cab 4×4 was won, we’ve decided to keep the adventure theme going with another 4×4 up for grabs, this time round a Nissan NP300 4X4 Hardbody,” says Emerald Resort & Casino’s Marketing Executive Tanuja Gangabishun. “We are excited to announce that Drive to be Wild will be our very first electronic, computer generated draw.”The promotion mechanics will be instantly recognisable by regular visitors to the Resort – for every 50 points earned while playing slots and tables, gamers receive one entry into the draw. Draws take place every Wednesday at 13h00 and 21h00 on the main casino floor. Electronic draw receipts can be printed from Monday to Wednesday. Entrants in the Wednesday draw also stand a chance at winning finalist spots.

On the final day of the promotion, 05 September 2018, the casino will be giving away R120  000 in Cash and Free Play, four finalist spots and the Nissan 4×4 to the value of over R400 000. To increase chances of winning there will be two draws in the evening at 19h00 and 21h00 where entrants can share winnings of R30 000 in Free Play and four finalist spots. All eight finalists will automatically qualify and be entered into a final car draw immediately after the 21h00 draw.

“Adventure means stepping out of your comfort zone and breaking the monotony of what’s expected. We’re all about the adventure and this 4×4 will certainly provide the means for one lucky person to experience this prize that resonates so closely with our pay-off line of ‘Adventure Awaits’,” concludes Tanuja.

The promotion is open to Emerald Rewards cardholders only. Sign up to the Rewards programme is free.  For more information contact 016 982 8189/90 or visit the Emerald Resort & Casino Rewards Desk. For more information – https://www.emeraldcasino.co.za/casino/special-offers.

To view these and other Resort promotions, events and more, visitors to Emerald Resort & Casino are encouraged to stay close to the Resort’s Facebook and Twitter pages, or guests can visit www.emeraldcasino.co.za for more information.

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

Website                       www.emeraldcasino.co.za

Facebook:                   http://www.facebook.com/Emerald.Resort.Casino

Twitter:                        https://twitter.com/emerald_resort

LinkedIn:                     https://www.linkedin.com/company/emerald-resort-&-casino/

Generation Z is coming!

Marino Sigalas, Account Director at The MediaShop, shares tips on how to deal with condescending eye contact, zero attention span and multiple platform viewing.

Just when you started getting the hang of Millennials with their smug self-confidence and need to feel like they are making a difference… along comes ‘Gen Z’.

Gen Z are typically kids born after 1994/5 or as we would call them here in SA, Born Frees. If you thought Millennials where a challenge wait until you meet Gen Z, that’s if you can get them to look up from their smart phones long enough to make condescending eye contact.

These youngsters are independent, want to change the world, have an ingrained sense of justice and are more tolerant than any generation before when it comes to diversity. They were born connected, have had easy access to info all their lives and therefore haven’t got a clue what an encyclopaedia is. They are also likely to be the first generation to never experience the angst of a paper cut.

With Gen Z and their overly evolved smart phone thumbs galloping at us at a rate of knots (or GIGS in their terms), I thought I would impart the little I have learned about them and some tips on how to market to this youth sector.

Tip 1: Make it snappy! They are competing with gold fish when it comes to attention span, just 8 seconds in fact and 11% have ADHD (Siri tells me that’s more than 1 in 10 people so beware). Ensure your ads get to the point FAST, don’t bore them with heavy text and use pretty pictures to tell stories.

Tip 2: Mobile first…. duh. They are one step away from having their phones physically implanted into their bodies, even more so than their older cousins the Millennials. Use this to market to them and ensure that your communication fits the little screen first before thinking about the big screen. BUT… remember that they also have access to as many as five different screens – smartphones, TV, laptop, desktop and Ipad so be multi-platform.Tip 3: Let’s get Creative! This group has been creating content on social media since they could kick their mama on a sonogram. Involve them in the conversation and allow them to manage the flow of the content. On average, a Gen Z loads one video a week and is in love with hyper-personalisation so build some brand love and let them write the script.

Tip 4: Don’t rely on TV alone: they watch way less TV than the rest of us. Plus their fragmented attention span means they are second screening across multiple platforms and couldn’t care less about your ad in Idols.

Tip 5: Ok this is the last one since your attention is probably waning. Don’t rely on Facebook and Google to hit this market. Facebook is for Grannies. Snapchat and Instagram’s visual and easy to digest formats make sense to Gen Z so find a way to integrate your brand into these platforms. It’s no accident that several of Snapchat’s most popular ad formats involve brands creating filters for their audience, again allowing them to create their own story while involving the brand.

So in a nutshell, don’t broadcast to them, rather ask them to join the conversation across platforms but do so in an engaging and to the point manner while remembering their pursuit of fairness and justice. And beware, because they aren’t kids anymore, they’re the new intern and just maybe, your next boss!

Source:

https://www.visioncritical.com/generation-z-infographics/
https://www.ctam.com/strategic-collaboration/Pages/Millennials-vs–Gen-Z.aspx
https://themediaonline.co.za/2017/07/should-we-be-worried-about-generation-z-joining-the-workforce-heres-why-not/

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Spot the new hyenas at Emerald’s Animal World

Ever heard the characteristic cackling cries in the South African bushveld? That’s the sound of the spotted or laughing hyena, and this same laughter (which can sometimes be heard as far away as 5km) can now be heard at Emerald Resort & Casino’s Animal World.

 “We’re pleased to announce that Animal World Zoo has taken in two spotted hyena cubs,” says Emerald Resort & Casino’s Marketing Executive Tanuja Gangabishun.

“They are doing really well and are adapting to their new environment,” confirms Elana Smalberger , Zoo Manager at Emerald Resort & Casino’s Animal World. “The cubs arrived at the beginning of June, but we have only recently moved them into their new environment.”

Although only six months old, a fully grown spotted hyena  can grow to almost 2m long, with a dark, bushy tail measuring 25-30cm. Females are heavier than males, and can weigh up to 82kg. Within the clans a social hierarchy exists and again the female ranks higher than the male.

Their laughter is commonly a series of whoops, grunts, yells, growls, giggles and cackles and is used as a form of communication.

“These incredible and highly intelligent creatures can be seen (and sometimes heard) at Animal World, next to the Monkey Island,” concludes Tanuja. “Animal World is open every day from 09h00 to 16h15. Besides the hyenas, be on the look out for hippos and flamingos, iguanas and antelope, monkeys, lions, snakes and so much more.”

Midweek rates:           Adults: R45, Children u12: R30 and Pensioners: R20

Weekend rates:           Adults: R55, Children u12: R35 and Pensioners: R20

https://www.emeraldcasino.co.za/resort-experiences/animal-world

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

Emerald Resort & Casino.

Tel:                              016 982 8000

Website                       www.emeraldcasino.co.za

Facebook:                   http://www.facebook.com/Emerald.Resort.Casino

Twitter:                        https://twitter.com/emerald_resort

LinkedIn:                    https://www.linkedin.com/company/emerald-resort-&-casino/

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The value of a quality online advertising environment

SPARK Media has always touted the value that advertisers get by advertising in quality online environments. A new study overseas proves that these quality online environments are actually 42% more cost effective.

“This recent study conducted by GroupM UK and Newsworks is what many publishers have been waiting for and what we’ve always said,” says Ashleigh Footit, Head of Techops at SPARK Media.

The study offers proof that ads appearing in quality online environments are 42% more cost effective for advertisers based on levels of engagement, viewability, above the fold placement and dwell time*.

Caxton CTP Publishers represented by SPARK Media have their Private Market Place (PMP), Ignition Sell, which offers advertisers just that, the opportunity to appear in a quality online environment. Ignition Sell comprises of over 90 Caxton owned or part-owned online publications. These include Guzzle, Local News Network (79 Local newspaper websites), All4Women, Caxton Magazines (12 lifestyle websites), Private Property and Autodealer.

“Instead of buying placement on the open market where low quality environments are often a norm (the study found that 48% of measurable ads on the open exchange were never actually seen), buyers can access PMP’s like Ignition Sell where quality is a priority because Caxton CTP Publishers have a large team of editors and journalists ensuring that the integrity and credibility of content that is curated and created is never compromised. This is done in the best interest of both consumers and advertisers,” concludes Footit.

*The original article can be viewed at https://www.groupm.com/news/quality-online-environments-are-42-more-cost-effective-advertisers 

To find out more, connect, discuss or engage with SPARK Media, call 010 492 8390, visit www.sparkmedia.co.za, follow us on Twitter – www.twitter.com/SparkMediaSA or find ‘SPARK Media’ (sparkmediasa) on Facebook, LinkedIn and Instagram.

SPARK Media DNA

Established in 2015, SPARK Media, a division of CTP Ltd, are experts in retail and location based marketing solutions. The company owns and represents a myriad of print and digital 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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