Category: The MediaShop

Victor Koaho, IMC Lead at The MediaShop

After seven months of being in Lockdown most people are currently experiencing Covid-19 fatigue.

During the initial period in winter most consumers were confined to their homes, with some not being able to earn a living. This also resulted in businesses being unable to sustain themselves, as they were observing the regulations put in place by the government. Many businesses could also not afford the salaries of their employees, with some businesses still unable to re-open due to lack of income.

At the beginning of September, we saw club owners, promoters and musicians take to the streets of Johannesburg and Durban, stressing that they had not worked in six months and it was proving to be difficult to provide for their families. For example, events that drive a lot of visibility for brands and engages with consumers, such as the Durban July, DStv Delicious and Macufe couldn’t take place because of the pandemic. Some well-known sporting events also couldn’t take place, with some having to opt for digital events.

However, with the lockdown regulations being relaxed since 16^th September 2020, people have come out in numbers to be active and continue with their lives. It seems that consumers have forgotten about the pandemic, and those who were complaining about their businesses being impacted are already operating as if there was never a pandemic to begin with.

Consumers are visiting places of entertainment without observing the basics of social distancing, wearing masks or sanitising. People have been arrested leaving places of entertainment on weekends around 02h00 in the morning as opposed to closing at 24h00 midnight.

The interesting thing is that its these very same owners, promoters, and musicians who were complaining about how their income had been impacted who are now flouting the law, but as marketers and brands we are equally to blame, as we associate our brands with these activities without putting measures in place to ensure that these festivities adhere to the current regulations that are put in place.

Towards the end of November brands and distributors will be talking about Black Friday and encouraging consumers to participate in getting products and brands at a cost-effective rate from their nearest stores. Knowing how South Africans respond to sales, this day could become a nightmare to manage with potentially thousands of people not adhering to social distancing regulations.

So the responsibility to ensure that we don’t get back to level 3 or 4 is upon us as marketers to keep reminding the companies that distribute our brands and their respective consumers that we are still under lockdown regulations and should behave. Let’s not be reckless because this could have more devastating effects on our economy, which will also result in brands losing out on further valuable revenue.

Isla Prentis, Head of Tirisano Consulting at The MediaShop

If you are anything like me, then you start your year off by reading all the different trends and predictions for the upcoming year – 2020 was no different except that there were trends for the entire decade! In amongst these trends was one that received a lot of hype – personalisation.

Whenever a trend has that much hype, I worry about it. Why? Well when a trend is overhyped the term tends to be thrown around for the sake of appearing to be on trend (often misinterpreted) rather than by understanding it and applying it correctly. So let’s unpack this trend.

First we need to rewind and remind ourselves of the context. In the early 2000s marketing focus shifted from mass to one-on-one as we realised that audiences are not all like minded. But there was a major flaw with this approach. Individual communication at the time was extremely cost intensive, which meant that brands started to reduce their audiences.

Behavioural economics and marketing science provide us with empirical evidence that we need to broaden reach and target the category. If you aren’t yet familiar with these methods, a great starting place is Byron Sharp’s book “How Brands Grow”. We also learn from behavioural science that people are led by their hearts. Even when we think that we are making a logical, thought through purchase decision, it is mostly our brain working overtime to justify what the heart wants. So when we remember that audiences are not machines but groups of human beings then we must realise that brands need to connect through different emotions.

So as we enter this new decade we need to remember to look at all the learnings and string them together rather than just focusing on the latest trend or buzzword. We need to be intensely careful that the trend of personalisation does not take us back to the era of one-on-one communication described earlier. We don’t want to repeat past mistakes.

Let’s look at what else we know to find a place for personalisation. It is unclear who first said “Understanding is deeper than knowledge. There are many people who know me but not many who understand me” but it is a quote that I like to refer to because it reminds us that we need to strive to understand the human beings that make up our markets in order to resonate. There are many things that allow us to connect to emotions – names, interests and language are just a few to come to mind.

When looking through the web for an example to share, I was also reminded that mass personalisation is by no means new and it has been a topic of conversation for quite a number of years already. So rather than sharing an example that is just the latest, I’ve chosen to share an example that illustrates the concept of mass personalisation the best. I’m sure you’re all familiar with this campaign (after all, if I use an example you don’t know about – was it really successful at achieving the mass part of the equation). This campaign was particularly successful because they customised it for each market, and then continued to grow the story subsequently.

And so it is with this in mind that personalisation has a place and a chance to make a real impact. Personalisation allows us to use technology – analytics, AI and machine learning to understand the humans that we are talking to and adapt communication to the individual at scale. And that is how we create this paradox of mass personalisation – we can aim to reach the entire category but still connect with each and every one of them individually.

Maggie Pronto, (Business Unit Manager) at The MediaShop takes us down the biggest moments of 2020 so far, with an accompanying soundtrack.

Yes, 2020 is a cassette! And no-one in the world has the right pencil to wheel this one back in!

I am not here for another “How Covid-19 has impacted us” discussion – we all know. We are in it and we are feeling it. Every. Single. Day

I thought that we could put a spin on C19 (see what I did there?) and look at a few stories that made the 2020 playlist – with all the feels!So here goes…

Prince Harry and Meghan step back from senior roles as royals
Prince Harry and Meghan, the Duke and Duchess of Sussex, announced that they intend to step back from their roles in the royal family. The couple shared the news on their official Instagram handle, announcing that they wish to be “financially independent”. Apparently they have already paid off their renovations
https://youtu.be/zkHOVJINRD8
M People – Moving on Up

 WHO declares coronavirus a global health emergency
This is probably one story that everyone wished was fake! First identified in Wuhan, China, the breakout was declared a global emergency. I don’t believe that anyone was prepared for this.
https://www.youtube.com/watch?v=Z0GFRcFm-aY
R.E.M. – It’s The End Of The World

 UK formally withdraws from EU
Members of the European Parliament (MEP) approved the Brexit Withdrawal Agreement, marking the UK’s formal withdrawal from the European Union (EU). This has had a major impact on UK residents working in the EU.
https://www.youtube.com/watch?v=H1JVJXYiqJk
Albert Hammond – The Peacemaker

 Everyone supports the front line
Citizens all around South Africa stood together and applauded those on the front line. There was most definitely a new respect for those risking their lives to assist others. Here’s a re-worked classic
https://www.youtube.com/watch?v=nhcG9wqn0gU
Michael Jackson – Heal the World (2020)

 Ladysmith Black Mambazo, Joseph Shabalala died

I think the song speaks for itself
https://www.youtube.com/watch?v=9Zkr6kb8L58
Ladysmith Black Mambazo – Knocking on Heavens Door

 SA lockdown
We thought it was going to be just three weeks – six months later we are finally at Level One Lockdown. We were the only country with a focus on essential products which got some fellow South Africans a bit rowdy. Here’s a few songs to highlight what are now distant memories and how we as a people pulled through!
https://www.youtube.com/watch?v=UshEeyv8YZM
Max Hurrell – ZOL (Unofficial Music Video by The Kiffness)
https://www.youtube.com/watch?v=POv-3yIPSWc
Black Lace – Agadoo

And then there was this – everyone including the President joined in on releasing some tension.

https://youtu.be/XAYhNHhxN0A
Mission Impossible Theme 

Trump is acquitted on articles of impeachment
U.S. President Donald Trump was acquitted by the Senate on two articles of impeachment, abuse of power and obstruction of Congress, bringing an end to the trials.
https://www.youtube.com/watch?v=diYAc7gB-0A
George Michael – Freedom! ’90 

Deaf community faces social barriers
The implementation of physical distancing and the wearing of face masks posed new challenges for individuals reliant on lip reading in order to communicate, but someone made a plan!

https://www.youtube.com/watch?v=ZXvzzTICvJs&feature=youtu.be
Ed Sheeran – You Need Me, I Don’t Need You

 Luxembourg becomes first to make public transport free
In order to tackle pollution and traffic congestion, Luxembourg abolished fares for trains, trams and buses, becoming the first country to do so. The government also said the move aimed to support “people with low incomes or the minimum wage.” We could surely use a page from this book!
https://www.youtube.com/watch?v=32HANv-bdJs
Black Coffee & David Guetta – Drive feat. Delilah Montagu 

Summer Olympics is cancelled
Owing to the pandemic, 2020 Tokyo Olympics was postponed. Several other major sporting events were postponed to 2021, including Wimbledon, UEFA Euro and the US Open. This has also had a massive impact on sponsorships as well as broadcast.
https://www.youtube.com/watch?v=8a-HfNE3EIo
Vangelis – Chariots Of Fire 

Oil prices hits record lows
For the first time in recorded history, the U.S. oil market dipped to negative prices. Due to lockdowns and restrictions due to the Covid-19 pandemic, North American oil producers faced an unmatched oversupply of crude oil and not enough space to store them, leading to the crisis.
https://www.youtube.com/watch?v=6yqmoXzDJCs&list=PLg16B6SNMb9CK6WGvrWfMxlpdh5VjSoZr
Midnight Oil – 1 – Beds Are Burning – Diesel And Dust 

NASA-SpaceX’s ‘Launch America’ takes off
We had the time – we were at home and glued to our screens like we were watching Dallas in the 80’s. NASA astronauts Doug Hurley and Bob Behnken took off for the International Space Station (ISS) in SpaceX’s Crew Dragon spacecraft, lifting off on a Falcon 9 rocket. This was the first time in nine years that humans left U.S. soil in a U.S. rocket to reach low-Earth orbit.
https://youtu.be/DtVBCG6ThDk
Elton John – Rocket Man 

Black Panther loses his battle
Chadwick Boseman’s death came as a shock to many. He will always be remembered – Wakanda Forever!
https://www.youtube.com/watch?v=1djZHyp2YNM&feature=youtu.be
R.I.P. King / WAKANDA Theme

 Loadshedding Level 2
Because 2020 was not challenging enough already…
https://www.youtube.com/watch?v=8FB9GYkIT3E
The Sound of Silence Original Version from 1964

‘ Legendary’: Prominent human rights lawyer George Bizos dies
Tributes poured in for veteran lawyer who defended Nelson Mandela and other anti-apartheid activists. He died at 92. President Cyril Ramaphosa described him as a” legal eagle in our country”.
https://www.youtube.com/watch?v=i41qWJ6QjPI&feature=youtu.be
Beyoncé – I Was Here (United Nations World Humanitarian Day Performance Video) 

Tremor felt in Cape Town
And just because 2020 has not been enough – a 6.2-magnitude earthquake off the coast of Southern Africa had some Cape Town residents worried. With its epicentre at a depth of 10 kilometres, there were no tsunami warnings or reports of damage.
https://youtu.be/Oo2K9vkfUoE
Martika – I Feel The Earth Move

#Jerusalema

Not even Master KG was ready! The way the world has embraced this gives us great hope
https://www.youtube.com/watch?v=fCZVL_8D048
Master KG – Jerusalema [Feat. Nomcebo]

If the past few months are anything to go by, no doubt there will be many more events that will be brought to life by song. There have also been events that have not been included due to their sensitivity and the fact that it may be perceived as a lack thereof.

We need all the support we can get as we go through the last few months of this year. On that note here’s the rest of the Soundtrack – some other feel good tunes to see you through when you’re having a not so great day. I’m positive that these will help

Ben E. King — Stand By Me
https://youtu.be/einn_UJgGGM
Bobby McFerrin – Don’t Worry Be Happy
https://youtu.be/d-diB65scQU
Louis Armstrong – What A Wonderful World
https://youtu.be/2nGKqH26xlg
Somewhere Over The Rainbow
https://youtu.be/U-Ooxpz0Eqk
OneRepublic – Good Life
https://youtu.be/jZhQOvvV45w
Imagine Dragons – On Top Of The World
https://youtu.be/w5tWYmIOWGk
Justin Bieber – Life Is Worth Living
https://youtu.be/Klx1npc7LDo

Meghan Trainor – Better When I’m Dancin’
https://youtu.be/pkCyfBibIbI
Pharrell Williams – Happy
https://youtu.be/y6Sxv-sUYtM
Survivor Eye of the Tiger
https://youtu.be/QEjgPh4SEmU
Journey – Don’t Stop Believin’
https://www.youtube.com/watch?v=VcjzHMhBtf0
U2 – Beautiful Day
https://youtu.be/co6WMzDOh1o
Creedence Clearwater Revival – Have You Ever Seen the Rain
https://www.youtube.com/watch?v=u1V8YRJnr4Q
Michael Bublé – It’s A Beautiful Day
https://youtu.be/5QYxuGQMCuU
Bob Marley – Jammin
https://youtu.be/oFRbZJXjWIA
Mango Groove – Special Star
https://www.youtube.com/watch?v=N7FN6XflbL8
Matthew Mole – Take Yours, I’ll Take Mine
https://www.youtube.com/watch?v=EZvHZgii7XI&feature=youtu.be
Miriam Makeba – Qongqothwane (The Click Song)
https://www.youtube.com/watch?v=rjo8h5qLpU0
Vulindlela – Brenda Fassie
https://www.youtube.com/watch?v=1RvfDkzUOos&feature=youtu.be
Scatterlings Of Africa – Johnny Clegg & Juluka
https://www.youtube.com/watch?v=2X-o7Kfqbuw&feature=youtu.be
Asimbonanga – Johnny Clegg & Savuka
https://www.youtube.com/watch?v=H7ITmT2h-Rc

Sean Sullivan – Associate Media Consultant at The MediaShop

Changes in consumer habits have taken place on a massive scale due to lockdowns and social distancing decrees. Consumers have had to adapt to work without offices, fitness without gyms and schooling without classrooms. Evergreen trends of cocooning and wellness have intensified as consumers spend more time and money at home.

They say it takes 21 days to form a new habit, or so the myth goes. The fact is that it can vary widely depending on the behaviour, the person, and the circumstances.

The mental impact of the pandemic has run deep, with social distancing intensifying loneliness and anxiety among consumers and the use of virtual communication tools and “hermit tech” becoming more widespread. But the brands that offer reassurance of safety, along with a message of optimism, show solidarity as consumers regain confidence.

Today, our ‘new’ behaviours include online socialising and e-commerce which have penetrated across age groups. New preferences for local shopping and staycations allow consumers to support the community, consume more consciously and live a healthier life. Dense urban lifestyles hold less appeal, while priorities have shifted toward family and household members.

According to Accenture’s COVID-19 Consumer Pulse Research, home continues to be the focus for living, working and shopping despite the lifting of restrictions. Venturing out continues to be a concern as consumer discomfort with travel and public places remains acute.

A new normal for better or worse is becoming apparent, as living with the Coronavirus becomes the way forward. Habits formed during the pandemic that benefit consumers, such as saving money, shopping efficiently and conveniently, and connecting with community are likely to remain sticky.

As retail and leisure facilities reopen, consumers are individually reshaping their lives for this new reality—with implications for retailers. What consumers are buying and how they are shopping has changed dramatically as a result of the pandemic, and these new habits are continuing. In many cases, consumers have used this life pause to reflect on their own consumption. They are striving to shop locally, mindfully and cost-consciously, but even as retailers open their doors to consumers, retail footfall remains below pre-pandemic levels in most countries across the world and consumer confidence is low.

The dramatic rise in the adoption of ecommerce and omnichannel services, which has been evident since the start of the Accenture research, sees no sign of abating. The vast majority of consumers who have increased their use of digital and omnichannel services, such as home delivery, curb-side pickup or shopping via social media platforms expect to sustain these activities into the future.

Health, safety and finances continue to impact consumers’ attitudes and behaviour. In the last three months, personal health and the health of friends and family have remained top priorities for consumers, while fears over finances have grown.

Consumers are still choosing to stay at home. Socialising at home or someone else’s home is still the preferred option for consumers, while connecting virtually with friends remains a high priority and is a trend that’s consistent across all age groups.

The initial rise in home cooking and baking, as well as home improvement and DIY activities, which was evident in earlier research, are remaining popular pastimes for consumers. And the once mandatory working from home has been embraced by many and continues to be popular.

To build consumer confidence, retailers need to understand their new consumers by leveraging data-driven insights and focusing on initiatives that will have the greatest impact, such as visible safety measures in stores and relevant training for store associates on how to best approach consumers and manage new situations.

Home will be the new battleground. With life, work and shopping continuing to focus around the home, retailers need to design services and experiences to meet new consumer needs, as well as increase investments in digital, and maximize the potential of their store network by reconsidering formats and locations.

Retail businesses have a unique opportunity to reset and rebuild for the longer term. How they help consumers navigate the pandemic will influence their future success.

 Source: CMIonline, Christina Rawlins
Accenture COVID-19 Consumer Pulse Research, conducted 2nd-8th June 2020.

Jarred Mailer-Lyons, Head of Digital at The MediaShop

As the Covid-19 pandemic continues to spread, scientists are working around the clock to develop a cure, and on the other side of the spectrum – independent developers and multinational corporations are working at the same pace to develop apps and services related to contact tracing. Closer to home, President Ramaphosa has encouraged his citizens to download SA’s Covid-19 tracing app.

Despite the influx of Covid-19 related apps recently, there seems to be a general census globally that there is a lack of transparency with certain apps when it comes to the collection of personal data.

Of course, multibillion dollar organisations like Google and Apple have very strict guidelines about compliancy regarding the protection of personal information and I am quite sure that if you do a Google search on data protection laws that govern any of these multinational tech giants you’ll be able to find a long list of reading material which may provide some reassurance to some.

But what’s interesting and I speak from personal experience, is that these tech giants have created a sense of trust with their consumers when it comes to their data protection policies – of course there are those instances when it comes to a breach in their data protection and privacy which make some a little more weary than others but the question is, has it ever prompted you to take any action by closing your account or unlinking a profile?

Probably not – and the fact is that sometimes as consumers and even more so South Africans we’re a little more trusting than others and that’s because we have some sort of expectation that reputable organisations like these tech giants, banking institutions and even online stores will respect our right to privacy and they very much do for the most part, that is of course under their control.

We do however live in a world where, when it comes to technology there is unfortunately no guarantee that any personal information that is stored on some cloud is actually 100% safeguarded, and in South Africa it really is no different. Just a few days back, news broke that Experian, a consumer, business and credit information service agency suffered the largest and most significant data breach South Africa had ever experienced – exposing personal information of approximately 24 million South Africans and nearly 800,000 business entities to a suspected fraudster.

So what does this all mean for the average citizen who is potentially going to be required by law later down the line to download the South African Covid-19 Tracing app and use their Bluetooth to track who they have been in contact with… well thankfully the technology is backed by the cutting edge exposure notification system that has been created by Apple and Google. The technology uses Bluetooth to notify users if they have been in contact with someone who may have tested positive for Covid-19.

When it comes to tech, there are always going to be advantages and disadvantages with varying technologies but the advantage of a Bluetooth based system, in terms of privacy, is that it doesn’t depend on collecting location data, and so the individual identities of people are not supposedly tied to contact events. Rather the tracing apps that come into contact with each other through this technology would upload random tracing numbers which could be matched back at a later stage once someone tests positive for Covid-19. Not a surprising approach by the SA Government after the passing of the POPI Act in July 2020.

Currently the app uses Bluetooth and geolocation to collect a user’s personal information and that is then stored within their mobile devices in a model that is known as self-sovereignty identity. The technology is essentially used to manage digital identities which means that the individual users have control over the manner and method in which their personal information is kept and used because the personal data is stored on their mobile device, without the need to rely on a central repository – putting the user in control of their data. Similarly, in the case of the Covid-19 tracing app, the personal information is saved on the user’s personal device and not on a centralised private or government owned database – meaning that the personal information never physically leaves the device and, in a way, protecting the privacy of individuals in line with the POPI Act.

What’s particularly interesting is that the Covid-19 app is a voluntary based one and only for download on smartphones. You’re probably thinking well not everyone has access to a smartphone in SA but we’ve definitely come a long way over the past couple of years with the past two years being at an all-time high for smartphone penetration. We saw an increase by almost 10% between 2018 and 2019 reaching 91.2% of the SA population, according to the ICASA report 2020.

Sure, it’s not the entire population that has access to smartphones but it’s a very significant portion which make sense as to why this route was chosen and we know how often people are browsing on their mobile devices. If we just take a look at the latest Global Web Index report in 2020, the average time spent on a mobile device in SA is sitting an all-time high of 4:06 on average. Of course, data has always been a contentious issue due to the rising costs which has somewhat excluded a large portion of the population from having access but the fact that telco networks have zero-rated the download and usage of the app also make it more widely available to the SA population.

We know that the roll out of a Covid-19 app is not the end solution, it’s not the cure or even the vaccination that will keep this pandemic at bay but for me it’s an opportunity to understand how this pandemic can affect you and those you come into contact with. For many, it’s always difficult putting into perspective the effect it will have on you, your family, friends, community and country until it hits home.

So regardless of whether the app ends up containing the spread of the virus, for me it’s about actually seeing the spread of the virus captured through data as opposed to coming into contact with someone who is infected and being completely blind to it. The app will give a realistic view of the spread in real time.

Louise Hefer, Business Unit Manager at The MediaShop

I was driving past an informal settlement not so long ago. The vibrant energy that emits from the sidewalks is tangible with the hustle and bustle of street vendors and people going about their daily tasks.

What I always find interesting is the close proximity of each hawker to one another. In this case, I was looking at four hawkers selling similar items ranging from fresh fruits, peanuts and amagwinya to skopas (my personal favourite) while sitting roughly two metres apart from each other. This made me wonder – in such a close proximity, how do you ensure a person buys your product over someone else’s, especially when there’s no real differentiation?

Normally in cases like this, we’re quick to look at international case studies and best practices. We call on the big brands like Nike, Apple and Amazon to help us navigate and look at how they might approach certain scenarios. We don’t necessarily always notice what’s right on our doorstep, pulling insights from people that sit right next to us or that we might come in contact with.

Consumer needs and decision-making processes don’t vary from when they buy something from the formal sector to when they buy from the informal sector. I do believe there’s a lot of take-outs we can apply across the board, instead of always referring to international best practices. It’s important to speak to a few people to try and get some understanding of the dynamics when engaging in such a scenario.

When looking at the hawker scenario, most of the time the starting price for any product is the same between the four different hawkers. So, what then makes a person buy from the one and not the other? It basically boils down to two factors; the quality of the product (especially when it comes to fresh fruits and vegetables), and the relationship with the hawker. We can easily translate this scenario into any environment where consumers have to make purchase decisions.

The quality of a product over another has a huge impact on the decision-making process, especially when money is tight. The product needs to deliver on every cent spent and ensures it doesn’t disappoint. Moving from functional delivery to emotional delivery, the relationship a person has with a brand is another important factor to keep in mind. If they feel comfortable with what you’re saying and how you’re making them feel, they’ll naturally gravitate towards you without thinking about it too much. Yes, price will always play a factor but we shouldn’t discount (see what I did there?) the actual product and relationships.

So if you find yourself in a situation where you know there’s no real differentiation in the product you offer compared to your closest competitor, and there is no room for improvement on product quality, the last and ultimate chance you might have with a person is based on your relationship with them. Do they like what you’re saying and how you’re saying it? Do they feel comfortable in your presence and is there a sense of trust? If you manage to get this right, there’s little that anyone else can do to break that bond!

Megan Walker, Senior Media Strategist at The MediaShop

The Oxford dictionary defines loss as “the state of no longer having something, or as much of something; the process that leads to this”.

When I was recently asked to submit an article for the blog, with a submission deadline in September 2020, it won’t surprise anyone that as potential subject choices ran through my mind, all things Corona Virus were at the forefront.

This topic has been done to death some might say…and yes, many articles have been written on the losses faced and those still to come as a result of the social and economic impacts of Covid-19. Including the many ways we humans have suffered both physically and psychologically, and are subsequently reflecting on the changes to our world. Many of which will have lasting impact.

My subject choice may not be new, but this article is a chance to share my personal perspective. I write from the perspective of someone who experienced the loss of two friends through the course of lock down; and personally, got sick, tested positive and experienced a rough three weeks due to the Corona Virus.

But it’s not the fact I got sick that is the crux of my article – what I want to voice is my perspective as someone privileged to work for a company that has not just demonstrated dedication to managing the physical fallout of Covid-19 in terms of job security, client management and company sustainability; but also to the emotional and physiological health of its employees. The recent series of webinars on ‘Managing Stress and Loss’ that have been facilitated by the company, with some amazing guest speakers, is the most tangible demonstration of this CARE and concern.

The new ‘socially distanced’ way of working, and being away from our colleagues can make us feel lonely. But on the flip side, history tells us that society can be socially cohesive in times of crisis. By encouraging us to think less about our own interests and more about the interests of others, a shared sense of togetherness has been created. This in itself has led people to look past their differences and collectively respond to the challenges they face.

On a personal level, my own colleagues within the Cape Town office have been nothing short of amazing in showing their true colours. There have been countless examples of everyday care which I have been privy to in the past months. Times where the team has had each other’s backs when someone needed help with work load, or to get advice or bounce an idea off someone, or just to lend an ear when someone needed to de-compress. And the result of this is, that we all feel bonded to each other more than ever before.

This aspect of demonstrating care is not just relevant in our one on one interactions or personal interactions; but also, its more important than ever for BRANDS. Accenture Strategy’s Global Consumer Pulse Research , revealed that consumers, across all generations, care about what retailers say and how they act. At this time of intense uncertainty, the key attributes that underpin trust in a brand are different than even a month ago. Building trust and loyalty in a time of crisis can make or break a brand. When asked what factors make consumers trust brands more, the top three responses focused on the well-being of customers, the well-being of employees, and not taking advantage of the crisis to maximize profits; in other words – CARE.

Organisations showing up for their employees is one of the top reasons that consumers trust any given brand. Recent data shows that during uncertainty, workers are looking to employers and managers to lead even more than they are looking to governments and other organizations for direction.

And consumers are watching. A recent Qualtrics survey shows that 54% of them say they are concerned with how employers are treating their employees in this time of crisis. Better treatment fuels brand trust, with 48% indicating they trust brands more when they take care of their employees. And the same holds true for genuine concern demonstrated (not just expressed) by a brand for its customers.

In the face of the Covid-19 crisis, brands must figure out how they can help, and what actions can be taken that are consistent with their values and abilities. Brands have an opportunity to strengthen the bonds of trust with consumers. It’s logical that if a person genuinely feels a sense of care and community from friends, family and colleagues that it strengthens our bonds and commitments to each other; that brands demonstrating genuine care will benefit from strengthened customer bonds and loyalty too.

To borrow from the words of the British chancellor Rishi Sunak, I believe that those that rise to the occasion will be able “…to look back on this time and remember how, in the face of a generation-defining moment, we undertook a collective effort, and we stood together”.

Demonstrating CARE may be an important human and consumer insight that is more relevant than ever right now – but it will always be important, therefore let this shared sense of care be one of the new habits that continues long into the future.

Sinenhlanhla Jalibane Digital Campaign Manager at The MediaShop

Strength, resilience, freedom, risk, power and intelligence are some of the words that describe the power and force of women.

History has shown that women united brings about change. Throughout history, women have taken to the streets to protest for their rights and equality https://www.thelily.com/five-womens-marches-throughout-history-that-triggered-political-change/

In our own country of South Africa, the 1956 Women’s March played a vital role in women becoming more visible participants in not only the anti-apartheid struggle but in proving their worth and influence as vehicles of change. The march also made several female leaders visible in the struggle against apartheid, particularly Lilian Ngoyi and Helen Joseph. These women showed that there cannot be change and reconstruction without leaders who are willing to take risks and have a lasting effect on their citizen’s lives, regardless of gender!

The pressure for upcoming generations has always been how do we follow from these great women who have passed the baton onto to us? The women who dared to fight against gender norms and pay equality. Well, it seems that these great revolutions have now moved from the streets to the hashtags…

The next generation has carried on the legacy of these women and brought about change through social media. Movements like #BlackLivesMatter and #MeToo, founded by women and for women, offer a greater voice to tackling issues related to Gender Based Violence, Gender Inequality, anti-Black racism and many more.

Women defy adversity and precarity and they have proven this by springing back from any crisis or challenge they are forced to confront. The women of 1956 set a good example of resilience which the female founders of movements like #BlackLivesMatter and #MeToo would have faced head-on. The globe has shaken and these movements not only show resilience, but strength and power in a world still dominated by men. They ensure women’s voices are heard and that today everyone knows about it.

With all the current movements and causes taking place around the world, governments are starting to recognise and prove that they stand with women to eradicate inequality, Gender Based Violence, and many more issues. Our President, Cyril Ramaphosa has asked everyone to play their part in the Women Empowerment campaign, with the goal of achieving new behaviours by 2030. Part of this campaign will be to achieve gender equality and busting stereotypes of women in the workplace. Equality goes beyond just women being in managerial positions or fair treatment at work and equal pay.

There is a long history of gender imbalance but the tide is slowly turning and it’s good to note that a change over the years has been made and seen. The MediaShop has also risen to the challenge, ensuring that change within the organisation happens. The company has shown the change women have been longing for, of not only having women in leadership and management positions but of women taking part in everything the organisation does. Our Park Advertising Umsebenzi on Friday, 14^th Aug showed this growth and change.

Women across industries, backgrounds and the world, have one thing in common and that is challenging power structures and creating long-lasting impact. Many names come to mind when thinking about women who’ve created long-lasting impact, including Serena Williams, Oprah Winfrey, Harriet Tubman and Winnie Mandela.

Social media is a platform that is aiding the rising awareness of social change and bringing about justice for women as they continue to challenge stereotypes. There is still a lot to done but the fist is raised towards this struggle and thumbs are vehicles of carrying this message for all women, ensuring that across all spheres, our voices are being heard.

Tsholofelo Mmusi, Junior Media Planner at The MediaShop

We often think of self-care as that well-deserved two-week holiday once a year or perhaps twice a year if you’re lucky. We often live for the ‘next holiday’ or ‘hold on for leave’ without realising that we need to rest regularly, because our minds and bodies do not postpone stress that is built up from our daily lives. The mind cannot wait for a two-week holiday that is six months away! And with the new setup of working from home (which has blurred the lines between work and home time), self-care is an essential – now more than ever!

Over the past few months, self-care or self-love Sundays (#SelfcareSunday) has been trending on social media, with different personal care brands leveraging on the hashtag by having social media influencers use their products to pamper themselves and show the brand as purposeful, in aid of personal wellbeing.

One particular partnership that worked well is @artofsuperwoman and MSLONDON Cosmetics, where different products were featured on Instagram with a short write up of each and an option to purchase the product right from the post. While there is great potential for various brands to use #SelfcareSundays to drive awareness and trial use by audiences, #SelfcareSundays has proven that it’s not just what a product can do, but rather what emotional experience it brings to an individual.

There are many other brands that can leverage from the hashtag, as people do different things to unwind and feel good about themselves. Other brands or products that could showcase under the hashtag are:

Musicians – Artists can push their music as a tool for relaxation and dancing which is a great form of self-care.

Hiking trails – Some people prefer to being outdoors in order to feel calm and peaceful, so this is a great opportunity for the likes of Hennops Hiking Trail and others to be showcased as self-care tools, of course within compliance of the current COVID-19 restrictions.

Authors- “Reading gives us some place to go, when we have to stay where we are” according to Mason Coley. A good book is sometimes all that one needs to escape in a healthy way.

The lockdown has exposed us to a new normal, and with the number of COVID-19 positive cases increasing on a daily basis, we are certainly all affected even if we’re not infected. We need to take care of our minds and our bodies right now. The lockdown has also given us new roles – I personally have become a trusted cook and a baker, (please don’t ask me what I ate before this lol). Others have become cleaners, teachers, and even principals in their own right.

In an industry that is nothing short of pressurised, I realised the importance of being intentional about taking time to care for myself and do what I love; giving my mind and body the rest it needs. We all know that you cannot give from an empty vessel. We need to refill and refuel in order to be able to give ourselves and our creativity to the world again.

With more people realising the importance of being intentional about taking time to take care of themselves and do what they love, more brands are finding ways to sell not just the product, but their brand’s emotional attachment and experience too.

Sundays are the perfect days to self-care as it allows us to wrap up a week and start the new week on a fresh clean slate.

 Almost everything will work again if you unplug it for a few minutes, including you: Anne Lamott

Jedd Cokayne, Business Unit Director at The MediaShop

Jedd Cokayne says not all brands are created equal and that a distinctive brand will be the most successful during 2020.

As we move into the latter part of the year, we reflect more and more on the events that have taken place that determine how we live our lives, do business, how we conduct ourselves when leaving the house and consider safety procedures we have to follow in order to stay safe and healthy. The virtual watercooler chat is all about social distancing, sanitising, modulated education and the main topic of course is what the remainder of 2020 will look like. For me, the biggest changes are around the inability to interact with my friends and family, work colleagues and clients and not having the opportunity to go to the bush. Cabin Fever is truly setting in.

While I ponder over when I will ever get to the bush again and the fond memories I have of my travels, I think of one of the most iconic silhouettes on the African landscape – the Baobab tree, also known as the Tabaldi, Bottle tree, Upside Down Tree or the Monkey Bread Tree. The Baobab can grow up to heights of 20m and carbon dating indicates that it may live to be a staggering 3000 years old.

With an entire ecosystem within it from birds nesting in the branches to baboons devouring the fruits, Bush Babies drinking the nectar from the flowers and elephants eating the bark, this is one of the most distinctive trees in Africa easily recognisable by travellers around the world.

This distinctiveness leads me to the content of this article and the upward battle all brands are facing in 2020 due to the COVID-19 Pandemic. We have read so much about marketing in a recession, how brands are reacting to new consumer behaviours and potentially what the new norm is, but what many brands are forgetting is the one thing that makes them stand head and shoulders above their competitors – that which creates their distinctiveness and potentially further develops brand loyalty.

All brands like to think they are unlike any other, but that’s usually not the case. What does make a brand unique are its distinctive brand assets. These act as an invaluable shorthand for a brand, it’s a cue for consumers to bring all their previous experiences and associated meaning of a brand to the fore and influence that purchase decision.

Now more than ever, distinctiveness is key to helping a brand stay afloat in very tough economic conditions. We forget how important various brand assets are in keeping the brand alive in the eyes of the consumer whether it is a name, a slogan, unique value proposition, visual characteristic or a logo, all of these things make a brand unique.

But how do we determine what a brand asset actually is from the various brand elements within a company? Each brand element needs to be unique, authentically associated and well known to consumers while representing the brand. Assets seek to reinforce the brand’s core values and convey the benefits it promises to deliver.

While brands are trying to develop new ways of working because of the pandemic, this is an ideal time for them to consolidate and identify those distinctive assets that will not only help them survive the current situation but also reinforce it and become competitive again in the future.

1. Ruthlessly audit your existing brand elements or what you perceive to be distinctive. Remember to include historical icons etc that may still ring true for the brand.
2. Your consumers are a great gauge of what is distinct about your brand, get feedback from them and collect data that can help in the future.
3. The faster people make the association between individual brand assets and a brand, the more likely your market share will grow and not just your category awareness.

The below table is from the Ehrenberg Bass Institute (EBI) for Marketing Science and a great way of assessing brand assets and determining if they are worthy of highlighting or casting aside.

Once those brand assets have been identified and developed, leverage them and reap the rewards.

1. Use them consistently across all marketing campaigns, channels and touchpoints available.
2. Evaluate them often and rely on real feedback from your target market.
3. Keep an eye on competitors and ensure you are agile. They are happy to hijack your ideas especially if they aren’t protected.
4. Be smart when you introduce a new brand asset and ensure you run it with the brand name until you can measure the brand association.
5. Take ownership of the brand.

Within a short space of time the marketing rule book has changed and what worked yesterday may not necessarily work today or tomorrow. The key to success is adaptability and the reliance on your brand’s distinctiveness to influence the buyer’s journey.

We previously mentioned that consumer behaviour has dramatically changed over the past four months but by utilising brand assets correctly with nurtured messaging at a decision-making juncture, will help consumer’s link the benefits and value propositions of your brand at the point of purchase and help protect your brand through the turbulent waters of 2020.

So, as we face this one day at a time spare a thought for the Monkey Bread Tree and all the changes they have had to endure and adapted accordingly over the thousands of years they have been around.