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a word from
the top
consulting editor’s note
I am proud to be associated for the third year in row with direct, the
direct marketing magazine published annually by Systems Publishers.
It’s never an easy task to put together a magazine which requires the
industry to contribute to the extent that we require from our colleagues.
To this end I am amazed at just how enthusiastic everyone has been to
ensure we yet again have a world-class magazine to bring to you. We
are privileged to have international contributions again and are editor’s note
pleased to see that marketers are willing to share their case studies with Direct marketing is certainly coming into its own, now, more than ever. And
each other. the reasons for this are obvious: getting your consumer to like you and
This publication carries similar topics to the previous two editions, support you is tougher than ever!
but focuses on the here and now, future trends and, of course, as each I quite like the definition of DM posted on the Caples Awards website
year passes the ever-changing dynamics that the Web and digital pres- (www.caples.org): “the practice that statistically evaluates the present and future
ent to us. These media can no longer be billed as ‘new’ or ‘flash in the re-contact value of the data collected from those who respond to emotion-
pan’ – and the most important component of both is the reality that based ethical advertising requesting an immediate (interactive) response”.
they have the potential to deliver to marketers the ability to truly harness While exactly what separates good DM from not-so-hot DM is not always
customer knowledge to develop real CRM! There is also a fresh insight clear, to me this definition seems to get to the bottom of things. From this
into creativity and awards as well as legislation and internal marketing. definition, I infer that DM needs to be measurable, it needs to focus on
I am still astounded after so many years in the CRM industry how retaining customers by engaging their emotions and getting them to
marketers believe that CRM is a reward (read points) programme and interact; and it needs to be ethical.
that budgets are not allocated on the true need to enhance the cus- SA’s direct marketers certainly give the international gurus and creatives
tomer offering, but on the old traditional way of marketing – 80 per something to talk about, and I think that as we get more exposure to
cent ‘ATL’ and the balance to everything else in the mix. Hopefully, the international trends (and more opportunities in the mobile and online
messages we continuously put out and the proof presented in case space), we will become an even greater force in the global DM arena.
studies will start to shift this world view! Some of the trends to watch out for: the green trend (think recyclable paper
Hopefully, in the not too distant future, marketers will realise that the for your direct mailers) and, of course, the boom in search marketing.
customer is not a moron (as aptly said by David Ogilvy) and with the Google Maps is set to make a dent in the local market, and will create
over-saturation of media and the prolific clutter in the marketplace, they new opportunities for brands and companies. Then there’s the pressure that
will embrace the notion that speaking to customers in relevant, rewarding the current economic situation is putting on all of us. In this economic
and regular ways will provide the springboard to loyalty and, in turn, climate the winning brands will be those that develop really simple and
increased brand presence and profitability. cost-effective solutions that put the customer first. (I hear that Home
Enjoy this read – it’s worth keeping on hand as a reference! Depot stores in the USA are developing a range of cheaper paints for
Nici Stathacopoulos is the managing partner of proximity#ttp, the cash-strapped home improvers as well as specials that allow whole homes
maverick agency, that is well-equipped to handle new kinds of to be re-carpeted for just US$200). Likewise, the winning DM agencies will
challenges. proximity#ttp fuses the core disciplines of strategic and be those that can give their clients solutions that really WOW the customer,
creative thinking to develop ideas that bring brands closer to without breaking the bank. Clients need to be more courageous, so do
customers, creating customer action. agencies, to allow everyone to think outside of the box.
nici stathacopoulos, managing partner, proximity#ttp fulvia becatti, editor, direct
consumer
update:
protection bill
By Gary Simpson
on fairness.
The fact that the consumers have unequal bargaining power when
professionalising a
???????
SMS R3 330 000 000.00 Short message service, including service messages that have
advertising linked to them.
MMS R393 515 625.00 Multi media messaging from machine to individual. This figure
does not include individual-to-individual messages.
DIRECT MAIL R160 000 000.00 This figure represents direct mail that has a response platform
and the figure includes creative and production costs.
CATALOGUE R1 500 000 000.00 Catalogue mailings – creative, production and mailing costs
included in this figure.
CALL CENTRE R1 200 000 000.00 Cost of outbound contact centres, excluding customer services
contact centres.
INTERNET ADVERTISING R254 000 000.00 Website advertising that has a response platform.
DMA
founder members
The DMA founder members are ABSA, Avis, Computer Facilities, FNB,
the mass consumer market in SA
Home Choice, MTN, Nedbank, Platinum eProducts, the RCS Group
and the SA Post Office. is economically vulnerable, and
“The companies comprising the set of Founders provided seed
capital to facilitate the appointment of an Executive Director, and the so the challenge to the direct
establishment of a DMA office,” says Colin Hudson, Founder Member
liaison. “They see the DMA as playing a critical role in supporting the marketing industry is to strike a
industry and providing services to collectively represent the industry in a
variety of forums. They also take marketing seriously and are balance between protecting the
themselves leaders in different aspects of direct marketing. The DMA
appreciates the participation of Founder member companies in
vulnerable on the one hand and
additionally sharing expertise to assist others with personal
promoting their participation in a
development, thereby raising overall standards and professionalism in
the direct marketing industry”. vibrant market economy on the other.
The direct marketing industry is undergoing change thanks to the
amendments that are being made to marketing legislation. The DMA’s
founder members are positive about these changes and the role of the
DMA in facilitating them. Thulani Nzima, sales and marketing director,
Avis, says: “The DM industry has always had a strong legislative
presence in its daily operations. Like all aspects of marketing, we are Act) will go a long way to eliminating unhealthy practices and opening
glad for that involvement; however, with the Consumer Protection Bill the communication channels to clients through proper disclosure and
being promulgated soon, a deeper understanding of the change is documentation. “If as an industry we can demonstrate our ability to
comply with the new Act and, importantly, its objective as far as
protecting our clients are concerned, the positive spin-off in terms of
market credibility and better consumer relations will far outweigh any
negative aspects of new legislation,” he says.
The founder members agree that the DMA’s role within the industry
“like all aspects of marketing, we
as an information provider is vital. “It is important to keep abreast of
are glad for that involvement; industry developments such as proposed legislation. The DMA, as the
industry representative, communicates its concerns and queries to
however, with the Consumer government before bills are enacted into law. It also enables us to
benefit from the learnings of other association members,” says Nzima,
Protection Bill being promulgated adding that the regular forums encourage interaction and networking.
Lafite believes that the mass consumer market in SA is economically
soon, a deeper understanding of vulnerable, and so the challenge to the direct marketing industry is to
strike a balance between protecting the vulnerable on the one hand
the change is necessary.” and promoting their participation in a vibrant market economy on the
other. “In this regard, an organisation such as the DMA has a vital role
to play in defining and articulating the industry’s interests at a national
level,” he says.
Direct marketers are working hard to get a firm grasp on current
necessary. The DMA has made understanding of this bill much easier. and future trends, including trends in digital media and mobile, for
The DMA’s bi-monthly legislative forums for the industry provide us example. “Last month we attended a conference held by our advertising
with a great opportunity to seek clarity, and register our views in a agency. One important learning from the conference is the growing
systematic manner.” power of the Internet. As a result, we are looking at increasing our
Bob Lafite, CEO, Platinum eProducts, says that the impact of the spending in the digital arena and increasing our focus on e-commerce
legislative changes (such as the development of the National Credit and website marketing,” says Nzima.
what’s new in
direct
mail?
by Kathryn Price McKay
That’s a tough question. Especially since selling through the mail has
been around pretty much for centuries. Even before the post office or
stamps, for that matter, were around there was direct mail: circulars
sent by travelling salesmen via Pony Express, scrolls carried on foot by
messengers telling wealthy men (and their wives!) that a merchant ship
had arrived laden with expensive goodies from far off climes. You get
the picture.
The point is, over the years, DM’s raison d’etre has remained pretty a mail piece neatly drops through the door, advertising said cookbook,
much unchanged – send a message to get someone to buy something, with a handy number to call Acme AND easy payment terms.
or at the very least show some sort of interest in buying something. Amazingly, you happen to have a few minutes to spare, and no other
That takes care of the why – but the how and the what – those pressing mail to attend to, so you open it immediately, and call the
have really changed. In fact, they are still changing and will change toll-free number, which is staffed until late at night for your ordering
some more ad infinitum because change in direct mail is the key to convenience. What could be better? In fact, you buy three copies – one
its survival. for your mum and another for your best girlfriend! This scenario is the
Let’s face it. The average consumer has the attention span of a gnat fairytale ending, the happily ever after with which direct marketers keep
– and today there’s huge competition for a share of that abbreviated themselves warm at night... the right offer to the right person at the
attention span. To get in, to get read, to get opened at all, to get right time.
actioned specifically, a direct mail piece has to be either 100 percent But here’s another more likely scenario. You’re just an average Joe
relevant or really, really irresistible. (or Josephine) getting home from work later than you should, picking
For example: You’re the consumer and you’ve really been wanting to up the mail, before traipsing indoors, weary from another day with your
buy the latest Acme Cookbook. In that moment – or pretty close to it – nose to the grindstone. You don’t even want to think about dinner – let
alone owning a cookbook that you may use once a year. What’s going
to make you open that mail pack? What’s going to make it irresistible?
Well, how about an envelope that smells like gravy, boeuf
bourguignon or hot dogs (you may be a little peckish after all). Or a
brochure that doesn’t just show you mouth-watering food pictures
well, how about an envelope that coupled with easy-to-prepare recipes, it talks to you about them. Or
what about an offer that’s strategically linked to a national take-away
smells like gravy, boeuf bourguignon chain, so that if you call and order now, your dinner will be delivered to
you along with your copy of the cookbook.
or hot dogs (you may be a little If that sounds like science fiction to you – and you’ve just been
mailing the same old stuff over and over, well it may be time to wake
peckish after all). Or a brochure that up and smell the rose-scented paper. Because, we can now print scents
on continuous stationery, which makes it viable for large mail quantities
doesn’t just show you mouth-watering
and not just small niche mailings. Sound-chip technology is now
food pictures coupled with easy-to- happening in South Africa in pretty much record time – no need to pay
exorbitant prices or go through the East. Strategic partnerships are big
prepare recipes, it talks to you news in every other advertising format – why shouldn’t they play a part
in direct mail?
about them. And then there’s a whole plethora of other advances that direct mail-
ers can add to their arsenal... You can print magnets onto the back of
ordinary bond paper (and pop the magnet out from inside the body of
a letter, brochure or leaflet). Even better, the text on these magnets can
be personalised! There are sparkly glitter inks, and even a new spot UV
printing process that prints UV varnish as a 5th colour – no need for a
separate print process, no drying time and much lower costs. That’ll
get your outer envelope (OE) looking spiffy. And what about variable
printing? It allows you to literally write your consumers’ names in the isn’t it time you tried something new
stars... or in leaves, flowers or (back to our recipe book example) even
spaghetti. Even more exciting, did you know that you can now print to attract their attention? And if your
pretty much anything onto fruit and veg? Imagine an avo handed to
you at the traffic lights on your way home that says: there are 10 ways suppliers aren’t telling you about all
to turn this into a delicious meal in under 10 min – call 0860 DINNER
now for Acme’s Latest Cookbook... the new, funky things they can do
There are also some older techniques that have been around for a
little longer, but either hasn’t infiltrated mainstream direct mail in South
with DM, perhaps you need to start
Africa the way that they have internationally or simply aren’t being used
shopping around...
creatively enough. For instance, we happily die-cut letters and
brochures – but how about a die-cut outer envelope? Imagine our
Acme Cookbook mailer arriving in a tomato-shaped OE? And then
there are thermo-inks, which intriguingly reveal a message when
heated or cooled: really interactive and great as a competition entry
device... but hardly used. Holograms have also been around for a
while, but it seems they too have yet to grab direct marketers’ attention.
That’s just in South Africa. Internationally, advances in printing that there’s a new die-cutting machine (in Switzerland, the US and now
aren’t quite here yet – or aren’t quite cost-effective enough – are being Australia) that can produce shape-cut and saddle-stitched multi-page
used in mainstream direct mail. Ultraviolet printing, which enables a books and folded brochures quickly and a whole lot more cost-
piece of paper that might appear blank indoors to reveal a message effectively per unit than traditional methods. Overseas, paper engineers
when taken outside could, be really funky on your OE. And I hear are becoming more and more a part of a print company’s offering with
pop-outs, fold-outs, and flip-over-and-overs more and more in demand
as marketers struggle to make their direct mail communication stand
out from the crowd.
Ricky Uys, sales manager at Lithotech Afric Mai says: “We can do
things in printing today that clients can’t imagine – we keep innovating
because that’s what the market demands. And while some innovations
might come at a price, others are really a whole lot more affordable
than you think. In terms of ROI, most of our clients are pretty pleased
with the results.”
So, if you haven’t tried – or even heard of – some of these new
techniques, it might be time to do some research – and then some
testing. Or are you willing to let the ever-declining response rates
continue to fall? Today’s savvy consumers are getting a whole lot more
picky about which pieces of mail they open and respond to and which
pieces of mail they put straight into the bin. Isn’t it time you tried
something new to attract their attention? And if your suppliers aren’t
telling you about all the new, funky things they can do with DM,
perhaps you need to start shopping around...
Kathryn Price McKay
creative consultant, Primaplus
kathryn@primaplus.co.za
customer experience
management:
engaging your
‘right brain’ with
customers
by Bob Thompson
variable data
printing (VDP)
and why it’s THE way
to market by Loren Botha
The technique of variable data printing (VDP) is a direct outgrowth of digital personalisation tools, services and solutions. It is also worth noting that
printing; it harnesses computer databases and digital print devices to create true personalisation goes far beyond mail merging and including a
high-quality, full-colour documents, with a look and feel comparable to customer’s name on a given piece of collateral. To reach a customer
conventional offset printing. By using variable data in producing marketing there must be a multi-channel, multi-level personalisation strategy that
communication, you create touch points and promotional offers that are takes all customer points of interaction into account… print, Web,
more personal, relevant and contextual, this ENGAGES the customer. e-mail, text message, call centre etc.
Being just a little more personal in how you help, hunt, handle and Take your monthly account statement. You can use that ‘transpromo’
hold on to customers across every channel of engagement can have merchandising opportunity to include a highly targeted, personal offer
major benefits. The same applies to the process of prospecting, acquiring, or product coupon that is based on past consumption patterns,
cross-selling and up-selling accounts. In today’s homogenised transactions and behaviours. By bringing a colourful or graphical
world, customers want, expect and desire a more customised and personal message to this monthly, always-read vehicle, you gain
personalised experience. This begins with marketers working much customer attention, cost-effectively deliver offers, and minimise the use
harder to individualise their offers, opportunity, overture and outreach in of inserts that are often neglected and discarded. Response rates on
every form of in-person interaction. transpromo campaigns frequently exceed 20 per cent and provide
Fundamental to applying this marketing technique is the depth, value, immediate impact to top- and bottom line performance, not to mention
reliability and availability of customer data that can provide behavioural, the environmental benefits of reduced print output.
transactional, demographic, psychographic and ethnographic insights. As companies discover the value of personalised communications,
Not only is an abundance of data available inside organisations, but there will likely be greater budgetary resources devoted to individualised
sophisticated data integrators, information service providers, direct messaging techniques. Importantly, marketers need to employ more
marketers and predictive analytics firms can bring more intelligence and effective communications techniques to maximise the value and ROI of
knowledge to the process of how you leverage and action customer their customer acquisition and development initiatives.
profiles, histories, propensities and inclinations. The success of direct mail marketing has been relative and depends
Yet, in the face of customers’ need for greater intimacy, understanding on goals and industries. Traditionally, publishing relies on direct mail to
solicit subscriptions and consider a three to five per cent response rate
above decent. Direct retailers, who mail more frequently, look for a
higher response. For small companies, a successful direct mail campaign
would eventually generate enough revenue to cover the costs of the
mailing. Those costs would include the list, if one was bought, creative,
postage, paper, printing and the labour associated with the mailing. In
other words, a successful mailing breaks even.
With the advent of new technology, this has changed due to the
ability to produce more creative and dynamic direct mail pieces. Full
colour, printed graphics, copy, fonts, numbering, etc. can now change
and personal handling, many marketers are not yet fully embracing or on each piece printed and deliver totally unique mailings. Success rates
exploring new ways to reach, resonate with, and respond to the market have soared and hover around the 30 per cent to 40 per cent mark
in a more individualised and effective way. For the customer, there and in some cases as much as 80 per cent.
is a deep and almost insatiable desire to be heard. Customers are By knowing your customer, and their touch points, your marketing
desperate to have a relationship where they are nurtured, cared about collateral, whether it is personalised or customised, will stand a greater
and recognised. chance of success. It must be said that VDP must be used appropriately as
For marketers, there is a mandate to derive greater ROI, increase its success is determined by the quality of the database, relevance of the
response rates and advance the customer experience. Marketers must message or offer, and be supported by good copy and design execution.
extract value from the abundance of data that typically lies dormant Loren Botha
and unused in many CRM and customer support systems. business development consultant
Marketers are still missing the mark on how to leverage and use Antalis for the Kodak NexPress
data, and because of this they are unable to realise the full potential of loren.botha@vodamail.co.za
not see the need for analysing their data to find out what they
already know.
Clients are scared of their data. They may believe the data is in
right answers.
direct marketing
and credit data
– experiences from the credit industry
by Thamir Hassan
When it comes to direct marketing, the lessons are often repeated and
yet are seldom learned from. Within the credit industry, the challenges
are not very different. Credit providers are on a continuous drive to in the case of offering a credit
increase sales and grow their customer bases. As part of these efforts,
credit providers are particularly interested in running direct marketing product through a direct marketing
campaigns to their internal customers for up-selling and cross-selling
purposes or to external customers to grow their customer base.
campaign, the credit provider will
As we all know, there are several aspects to running a successful
have to target customers who are
direct marketing campaign, including the communication channel, the
creative, the product being offered and the customers being targeted. likely to be interested in the
However, the emphasis is often incorrectly placed on the creative
approach and the offering at the expense of the selection of targeted product being offered.
customers. While the creative and offering are no less important,
mailing a wonderfully executed creative to the wrong customers will be
a wasted effort and cost.
In the case of offering a credit product through a direct marketing reputational risk in marketing to inappropriate prospects. A very negative
campaign, the credit provider will have to target customers who are message is created about a brand that offers products to individual
likely to be interested in the product being offered. In addition, those prospects only to decline them later.
customers who respond to the offer must be qualified from a risk and The lesson to learn from all this is that selecting the right prospects
affordability perspective, especially based on legislation (the National starts and ends with the intelligent and effective use of data. To
Credit Act). ensure a cost-effective marketing campaign targeted at the right
prospects, one needs to work with a simple, but structured database
right respondents, right strategy marketing process.
Adopting a ‘spray-and-pray’ strategy – where limited segmentation is The first step is a proper understanding of the credit provider’s
carried out during marketing planning – will result in high costs and existing customer base, the products being offered and any previous
wastage of marketing expenditure. In the credit environment, poor marketing campaigns carried out by the credit provider so that one can
targeting poses significant damage. Poor selection of prospects means learn from them.
that many who respond to such marketing campaigns will be classified If there were no campaigns carried out previously, then it is critical to
as poor credit risk. Many prospects, who are normally denied credit ensure that the internal operational systems and validations are aligned
through normal application channels because of their poor credit with the campaign in terms of dealing with responders. Many well
rating, are keen responders to direct mailing campaigns for credit. designed and executed direct marketing campaigns fail because
This results in some excellent but inappropriate response rates; internal systems cannot deal with the responders efficiently resulting in
these prospects respond only to be turned away when assessed for a loss of sales.
creditworthiness and affordability. In the meantime, the credit provider
continues to incur other costs and risks. In many cases, these ‘bad extracting the right information
prospects’ are so significant in number that call centre and other The initial list of prospects for direct mailing can be obtained from
fulfilment operations are overwhelmed by the volume of prospects that different sources, one of which is list providers. However, these list
do not present any value to the business. This also has implications providers have millions of records to offer. Accordingly, certain parameters
such as increased cost of processing applications (from paperwork, will have to be defined to narrow down the selection of prospects.
telephone call and effective use of resources). There is also the Because of the limited information held by some list providers, the
successful implementation
The final selection of prospects to contact will be a smaller percentage
of the initial list we started with. However, this shorter list is now very
targeted in terms of risk, affordability and desire for the product. This
represents a base of fully qualified, measured and appropriate
prospects; hence ensuring that there is no wastage of marketing,
these well planned and structured operations and strategic resources on inappropriate prospects.
With such a campaign, there will be no requirement to carry out any
campaigns result in excellent further assessments when the prospect responds apart from the
National Credit Act regulations in terms of declaring income and
response rates and very high expenses before deciding how much credit to offer the prospect.
These well planned and structured campaigns result in excellent
conversion or take-up rates. It also
response rates and very high conversion or take-up rates. It also
provides a positive brand image of provides a positive brand image of the credit grantor that makes offers
and accepts prospects.
the credit grantor that makes The simple lesson to be learned here is to let analytics and data drive
the marketing process – not the other way round.
offers and accepts prospects.
Thamir Hassan
CEO: TransUnion Analytic and Decision Services
thassan@transunion.co.za
In a tightening consumer environment, squeezed by mounting debt, distribution of 1.5 million leaflets targeted at the LSM 1-5 market via
escalating interest rates, spiralling food prices, and many other rising this medium,” Chagonda says.
costs topped by the orbiting price of energy – coal, electricity, LPG, The marketing campaign also included advertising inside 8 500
petrol and diesel, marketers have to assess their cost structures Cell C Community Chat containers, each located in a peak traffic
carefully. Traditional advertising remains a given but direct marketing and high convergence township area. Each container attracts about
accompanied by skilled experiential activations and sampling on a 500 customers per day and provides exceptional focused exposure for
face-to-consumer basis is becoming a critical element of all GCIS’ communications. Consumers make over 120 million call
advertising campaigns. minutes nationwide, per month, from Cell C’s outlets. During their
In this economic climate more and more advertisers are seeking forced dwell times as they spend at least two minutes per call, their
better returns on their marketing spend. Many businesses find eyes willingly lock into whichever advertisement is positioned above
advertising campaigns costphenomenal amounts of money, for each mobile instrument inside the container.
some, excessive. “GCIS and other clients can also target passing pedestrians and
Direct-to-home advertising solutions are often the answer, as car, taxi and bus commuters with the recently launched external
providers of this alternative form of marketing concentrate on Community Chat branding opportunities. The containers have
cost-effective service levels and focused-audience targeting abilities. effectively been transformed into three-dimensional platforms visible
With this in mind, advertisers should consider the benefits derived from far and wide,” Chagonda adds.
from innovative marketing solutions in venues where the promotion
communicates directly with the consumer. Offerings should include
tailor-made packages to suit clients’ needs and activations in venues
ensure your distribution partners
such as homes, businesses, events and intersections.
have a thorough understanding of
To maintain and accelerate superior service to clients the media
owner must be positioned to collect and analyse relevant data for your target audience and the capacity,
further marketing requirements, and deploy consulting teams to
advise on the comprehensive strategies for dynamic, effective business both in infrastructure and database,
distribution campaigns – from branding distributors to delivering
creative, appealing messages cost-effectively and without wastage. to reach that audience effectively.
Demand has required PRIMEDIA@HOME to develop a new product,
Public Mobilisation. This is an interactive marketing package suited to Another element of the campaign is the direct distribution of SONA
the marketing needs of government’s communication initiatives. To communication to various one-stop government service centres
achieve the benefits, the operator’s trendsetting Store Carnival was located in rural areas and townships, where the community members
adapted and restructured as Public Mobilisation. go to consult government officials about social grants, identity documents
Interactive, the platform generates anticipation and excitement and passports. PRIMEDIA@HOME made deliveries directly to libraries,
around government activities and new promotions or events in various post offices and youth organisations to saturate the market.
environments through creating exciting educational experiences Winning the Vuk’uzenzele tender requires PRIMEDIA@HOME to
incorporating music, entertainment and sales promotion techniques distribute the multi-lingual magazine that enhances awareness of government
that build a celebratory atmosphere and increase awareness of programmes. “Its core focus is to meet public information needs on
government initiatives. socio-economic opportunities created by government programmes and
The Government Communication and Information System (GCIS) how to access these opportunities – especially among those with less access
recently awarded three government tenders to PRIMEDIA@HOME, to mainstream media,” Chagonda explains.
based on the dynamics of Public Mobilisation. “We are appointed Targeted at the LSM 1–5 rural and deep rural markets, 1.6
GCIS’ communication partner of choice for home direct distribution, million copies of the magazine are distributed door-to-door every
bulk delivery of government information products – including the State six weeks via Home Direct. Delivery is also made directly to
of the Nation Address (SONA) and Imbizo. The list of tasks include a government service centres and departments, libraries, hospitals
range of additional promotions, including 2010 updates and the and clinics, rural post offices, police stations and regional GCIS offices.
distribution of the SA Year Book, and many other publications, including Public Mobilisation was launched based on an in-depth, well-
the nationwide distribution of Vuk’uzenzele, a strategic government researched understanding of the target market that GCIS is trying to
magazine,” says Melvin Chagonda, Chief Executive Officer. reach, which is the key to a successful campaign.
Home Direct provides distribution of unaddressed advertising and A last tip for advertisers – ensure your distribution partners have a
promotional material to homes nationally to an exclusive 70 per cent thorough understanding of your target audience and the capacity,
share of the South African door-to-door market through 34 branches both in infrastructure and database, to reach that audience effectively.
covering 6.4 million households, or 76 per cent of the total South Melvin Chagonda
African population. CEO, PRIMEDIA@HOME
“The GCIS’ SONA direct marketing interaction in May required melvinc@primehome.co.za
why search
marketing works
by Stafford Maisie
Wherever you are in the world, whatever your line of business, these
are challenging times. Costs are rising fast, competition is increasing online search has changed the
and the overall economic climate is more uncertain than it has been
for years. dynamics of marketing, allowing
The result is that company budgets are being studied closely
everywhere to see where they can cut costs. firms to target very accurately
Now, more than ever, online search marketing should be at the top
of every CEO’s strategy for the flexibility, targeting and measurable
consumers who are actively
cost-effectiveness that it gives to business.
searching for products or services
By removing the guesswork and replacing it with actual numbers,
search marketing puts the advertiser in control. It enables them to target they are interested in.
precisely, pay only for results and stay firmly in charge of costs. It turns
advertising from an art into a science.
First, there are no high upfront costs when advertising online. There
are no expensive TV commercials to film or poster sites to rent. Search could only hint at without any hope of achieving the same level of
advertisers need only draft three lines of ad text and bid for keywords accuracy. It enables advertisers to make accurate decisions on the cost
they’d like their ads to appear against – words that users looking for and benefit of their campaigns.
their products are most likely to type into the Google search box. In the past, the underlying principle of mass-market advertising was
Second, advertisers connect with potential customers at a time when to shout it loud and shout it wide. Or, to put it bluntly: send out your
they are searching for information – which makes it far more likely that relatively undifferentiated message in the face of thousands in order to
this potential will turn into new sales. Instead of taking a scatter-gun reach the hundred or so for whom it’s relevant. But, this has become
approach, search marketing enables advertisers to target warm leads. more difficult and less measurable with media fragmentation and the
Third, it is payment by results. Advertisers only pay if a potential growth in TV channels, radio stations and magazine titles.
customer makes the decision to click on their ad. As this is an active, Online search has changed the dynamics of marketing, allowing
deliberate decision, it’s far more likely to be rewarding for the advertiser. firms to target very accurately consumers who are actively searching for
What’s more, the cost is in the hands of each advertiser. It is entirely up products or services they are interested in. If a user types in the term
to them how much they are willing to pay every time a consumer clicks ‘credit card’ in the search box, it’s because they are interested in
on their ad. applying for a credit card. This is known as pull marketing, as the users
Fourth, the Internet allows advertisers to root out waste and target are specifically requesting information on the product or service you
their potential customers by geography and time. Advertisers can target are selling.
a continent, country, region or even a square-kilometre radius if it suits It also better serves the needs of consumers who are suffering the
them. So, a travel company offering specials on last-minute weekend same pressures as businesses. With less money in their pockets, they
fares out of Birmingham can ensure its ads only appear to those are more determined than ever to spend wisely and are more likely to
searching from the city on Friday, Saturday or Sunday. take the time necessary to ensure they do so.
The key factor is the return on investment. Search marketing deals CEOs also need to take heed of Internet trends. According to
in cold, hard numbers: advertisers know their cost per customer eMarketer, there are now 37 million people online in the UK,
acquisition down to the very last cent. In fact, Google provides free representing 60 per cent of the population, all connecting, creating,
tools to advertisers which enable them to see how many times their ads sharing and communicating. According to the latest Forrester research,
are being seen, how often they are being clicked on, how many users 55 per cent of households have broadband installed, and people in the
are entering and leaving their website, average cost per click and even UK are now spending an average of seven hours of their leisure time
the advertising cost per purchase. per week online. With the cost of Internet access falling and the
It’s the sort of information which the most expensive market survey speed of broadband accelerating, the Web is going to become an
target
Search marketing allows advertisers to target ads to a captivated
consumer by matching ads to search queries. Advertisers enter a
list of keywords related to their business, and can bid to trigger an ad
when a user types in that query. Advertisers only pay when someone
clicks on their ad.
test
Start with a small budget and see what works for your business.
Experiment with different creative text and strategies to see what works
and optimise your campaign as you go. If something doesn’t work
change it. If it does, improve it and make it work even better to grow
your business.
at the volumes of traffic arriving on your site, analyse conversations
control and the customer journey through your site, which allows you to
Online advertising allows you to spend as much or as little as you improve your campaigns and their profitability.
want. Programs like Google AdWords allow you to lower and raise
your daily spend with a simple click to reflect your business’ needs. For mix
example, if you sell beds and you want to empty the warehouse to If you’re running an offline media campaign, support this with an
make room for a new delivery, increasing your daily budget to increase online campaign that mirrors your offline message to ensure that
traffic to your site could increase sales. consumers get consistent information about your brand wherever they
are searching.
analyse Stafford Maisie
Online advertising produces a wealth of data for analysis (but don’t be SA country manager,
put off by this, it is extremely user friendly!). Rather than simply looking Google
direct marketing in
south africa
by Fraser Lamb
using mobile
media in direct
marketing by Rick Joubert
I spend a lot of time looking at work from around the world which
is winning direct marketing awards and I have noticed two things. essentially, this is a left-of-line
Firstly, a lot of it comes from what used to be called above-the-
line agencies.
activity, where direct marketers
And, secondly, a lot of it isn’t direct. Not in the strictest sense of
come into their own, identifying
the word, anyway.
Earth Hour, from Leo Burnett, Sydney, is a case in point discrete audiences for a specific
(www.earthhour.org). Now, the response required by the communi-
cation wasn’t transactional. It was to get a couple of million fingers message. Right-of-line thinking is still
to push a switch to ‘off’. I suppose there was an offer – save the
world. But looked at dispassionately, it isn’t what Drayton Bird less discriminating. Its attitude is
(author of Commonsense Direct Marketing) would have done, given
the same brief. broadcast rather than narrowcast,
Also, Tate Tracks from Fallon London, the brainchild of Juan
Chabral, the creative responsible for Sony Balls, Paint et al, not to
measured by the number of eyeballs
mention the Cadbury Gorilla.
attracted rather than sales made.
The idea was to link art and music and get young people into
Tate Modern to look at, and think about, the work there. Not a
coupon to be seen though there was an offer. Free downloads of
the tracks, which were created by (among others) Chemical Evolution ad. It may have run once in Holland, but it has been seen
Brothers, who had been inspired by the art. over five million times online. And it too won awards at Cannes and
The point is, direct has been changing at such a rate that it is no elsewhere in DM categories.
longer a discipline, it has become an attitude. Quite frankly, Lester Wunderman would probably not recognise it
Thus it is legitimate to say, as one creative director told me: as direct marketing.
“Getting someone to laugh out loud at your idea is as direct a
response as you could wish for.” neither above nor below but beside
It is an attitude about how communications works rather than the line
about how to make a sale. There was a time when the demarcation between above and below
Thanks to digital media, all communication can soon, loosely, be the line was clear. This is no longer the case and some commenta-
one on one. A commercial may go viral and the YouTube link tors and, indeed, some agencies, have talked about how there is no
spread from inbox to inbox, which is what happened with Dove’s line any more.
Well, the line does still exist. Certainly in the UK within the minds
of most marketing directors there is a clear distinction between
brand advertising and marketing services and few would entrust
both to one agency.
Elsewhere in the world, marketers are forced by budget to consol-
idate their communications into one shop rather than two, three or
even four, as is the case in Britain or the US. And it’s in these
agencies that you get to see most clearly that the line is still alive
and well. But it isn’t horizontal. It is vertical. And as a result, what we
are beginning to see is the emergence of beside-the-line agencies.
In developing the theme here, I’d like to pay tribute to Mark
Hancock, Director of Strategy at Proximity, London, and one of
those planning types with a brain the size of an IBM mainframe. He
was, I think, the first to speculate that the line has simply changed its
axis when he wrote, “There is a general misconception around the
roles of communication based on the belief that rational messaging
(BTL) will lead to behaviour change following the deployment of
emotional ATL communications. This is nonsense. The integration of the end of the big idea
digital has meant that all communication needs to be emotively If the concept of the vertical line helps explain how old-style ATL and
charged to succeed. Moving sound and image – the best drivers of BTL agencies are now beginning to occupy the same spaces, with-
emotional responses and brand ‘likeability’ no longer resides in the out putting each other out of business, it also helps signal that the
ATL agencies” – but in all creative agencies irrespective of their day of the Big Idea may be at an end.
discipline. Big Ideas really only suit marketing directors of big companies.
They are easier to manage than swarms of little ideas and they allow
Here’s a little chart: the bigwigs to feel they are in control. In truth, what may well suit the
brand best are lots of little ideas, which, together, add up to a lot.
Richard Branson seems to have understood this intuitively from
the very start. And Nike seems to be pursuing little ideas with typical
energy and success. No end line, no unifying style, no one bold
thought. Rather a series of engagements which allow the brand to
appear local even while it is a global behemoth.
Compare and contrast that with Gillette, say, whose campaigns
featuring top sportsmen are obviously made at some global centre
and are then pushed out to the regions.
Why these ads look and feel so incredibly wooden is, I suspect,
because they are driven by old-fashioned demographics. The think-
ing is: young males across continents are all influenced by the same
sort of sporting role models they envy and admire. Ergo, bung a
couple of those sports stars in the adverts and make sure the sched-
uling is spot on so you reach those young shavers wherever they
gather and hey presto! You sell a lot of razors.
If you buy the vertical line theory, then there is a third consequence
to it for DM agencies. It is the mechanic that allows DM agencies to
The vertical line is now like the marker on a radio. On the far left grow out of that slurry pit at the bottom of the chart, acquisition, and
you have rational, on the far right you have emotional. In every bit into the profitable areas of retention and brand by speculating,
of communication, you slide the line further away from or closer to identifying, testing and proving that the most valuable customers may
those two end-points, depending on the nature of the task. not be those identified by demographics – but by behaviour.
The vertical line assumes that every pack, email and microsite will
have a bearing on the brand just as every TV ad will have an lost gamers are all ages
influence on the nature of every offer in one-to-one communication. To identify the over-fifties as Silver Surfers, for instance, is segmentation
Or should have, at any rate. by demographic. But what about surfers who are Lost in Space? (Both
The vertical line gives DM agencies permission to push up and my son and my wife are committed gamers). Or the In-and-Outs who
out from their traditional roles as purveyors of acquisition materials see the Web as no more than an electronic Yellow Pages? The moment
and closer to brand country, using online, ambient and even you start identifying audiences by what they do and where they go,
broadcast media to do so. rather than by age and income, you can’t help but have interesting
(small) ideas.
the left-of-line agency Essentially, this is a left-of-line activity, where direct marketers
Perhaps a more accurate way to differentiate agencies is as left- come into their own, identifying discrete audiences for a specific
of-line or right-of-line. So, reflecting left-brain/right-brain theory, message. Right-of-line thinking is still less discriminating. Its attitude
left-leaning agencies will specialise more in logical, transactional is broadcast rather than narrowcast, measured by the number of
messaging with right-of-line agencies concerning themselves with eyeballs attracted rather than sales made.
emotional engagement. However, the two approaches are blurring. And that for me is the
Left-of-line agencies create positive response to the offer or joy of direct marketing right now. It’s where some of the most interest-
promise. Right-of-line agencies create positive response to the ing ideas in marcomms are taking shape as smart marketers learn to
communication itself. Both need to be branded. use direct tools to build their brands in new beside-the-line ways.
The important distinction is that the two sorts of agency are no Based on an article written for Directory Issue 7. Directory is a quarterly
longer differentiated by media as they used to be. Both agencies publication showcasing the best new ideas in direct marketing from
may use the same channels, but they will use them for very different around the world. For more information, visit www.directnewideas.com
purposes. An idea that gets people to interact with the brand online Patrick Collister
and become a part of the experience is ‘direct’ in many ways but at editorial director
the same time it is also an undiluted piece of brand communication. Directory
patrick@creative-malters.com
podcasting and
audio downloads:
content on
demand
by Ryan Till
engaging your
internal encouraging employees to define the
behaviours for themselves, rather than
using CRM
and data
management
by Monique Smith
loyalty
Your brand is their first choice
The very nature of a human being is to engender loyalty from all the Loyalty will be engendered when customers transact with your brand
other beings they have a relationship with; the most common of these again and again of their own free will. Many businesses confuse
is the relationship with their dog. It is natural to assume that a pet will rewards (points, discounts) programmes with loyalty programmes.
display loyalty to their owner; after all, they get fed free, nurtured, However, a points-based programme (less so a discount programme) is
played with and loved; tenets of any great relationship. Beyond that we part of a retention and database building strategy, not a loyalty strategy.
have happy marriages where a couple are truly in love with their part- In fact, many programmes, such as air mile programmes, often engender
ners and will behave in a certain way with their partner that ensures a feeling for the customer that he is a prisoner, forced to continue flying
their loved one doesn’t display disloyal behaviour. with the airline due to a build up of miles – which they can never
Is it possible to translate this behaviour into a consumer-to-brand redeem – but the seats are uncomfortable, the food awful and the
experience? Why do I, a mom of two teenage sons, want to display check-in service appalling.
loyalty to my mobile provider? Why do I want to display loyalty to the According to Colloquy, membership of USA loyalty rewards
brand of car I drive? The only answer I, as a marketer and a consumer, programmes has reached 1.3 billion, but the average household
can give is that I want to get something real back from that brand. belongs to no less than 12 loyalty programmes, and only 4.7 yield
active participation. In my opinion, the word ‘loyalty’ does not describe
‘Real’ for me means: these programmes. Simply call it a rewards programme.
Great service To optimise customer loyalty, besides understanding product and
Decent pricing brand loyalty, customer loyalty must be derived from the customer
A brand I identify with experience and relationship. This can be done by building knowledge
A product or service I need and /or want of the customer (database marketing), which should be both research
I receive help when I need it. and experience data, which then enables marketers to understand the
motivation of customers and therefore price- enhance customers’
experiences, not only targeted communications.
Therefore, creating loyalty among your consumers is a brand
personalised event that cannot be commoditised with a rewards
programme. It is the experience the discerning consumer has and the
reason why they choose relevant brands. Differentiate and prove real
value to high-spending customers to ensure continued buying behaviour.
Change the value that your customer experiences.
The clutter in the marketplace confuses and distresses the consumer,
who has become even more stretched for time and has less disposable
income, especially in the recession we currently find ourselves in. And
the varying degree of media messages has increased countless fold –
as Seth Godin puts it: “Television was a miracle, in a heartbeat it all fell
apart – TV commercials ceased to be the one-stop shop for all
marketers – we’ve got so many other ways to hear stories they’ve lost
their effectiveness.”
The reality is there are only so many consumers, we are all going
after this potentially lucrative segment, with little product differentiation,
shorter product life cycles, intense competition, price wars and, finally,
media saturation – so we need to find differentiated ways of building
loyalty towards our brand that translates into positive buying behaviour
that is sustainable over time.
Nici Stathacopoulos
managing partner, proximity#ttp
nici@proximityttp.co.za
customer
magazines can
improve your
DM performance
by Martha Dimitriou
ative solution to a real-time marketing problem,” says Gary Scheiner, cure clients would never authorise
Executive Creative Director TBWA, New York (he’s also the senior vice The Sackheim Best of Show award, presented to a truly ingenious entry
president of the judging of the Caples). “It is to your advantage to fully The Irving Wunderman award, given to a creative who has achieved
describe the real-world situation your entry had to face, such as excep- a minimum of 10 years of exceptional direct response work
tional competition, new kind of product, low budget, geographical The Andi Emerson award, which recognises lifetime service to the
restrictions, etc. Points are awarded based on the way your team CRE- direct marketing industry.
ATIVELY addressed these direct marketing difficulties,” he adds. “To be chosen a winner means the problem-solving strategy and
Stuart Stobbs, a Caples judge and creative partner at proximity#ttp, execution was judged ‘excellent’ and the creative ‘superb’,” says Nici
says that any direct campaign needs to have a great idea to begin Stathacopoulos, who is the SA Chair for the Caples (and managing
with. “It needs to have great writing and great creative, and good partner, proximity#ttp). “Direct mail has not been superseded by online
results etc, but it also needs to be built on that one great idea, which campaigns but it’s growing,” she says.
will make the judges think: ‘I wish I’d done that’.” The results of the Stobbs goes on to say that since direct marketing is no longer about
campaign will back up the great idea. In fact, says Stobbs, there the medium, but rather about a philosophy of one-on-one communica-
needs to be the right balance between results and creative idea, tions, it’s not surprising that there are more integrated direct cam-
because great results might be the result of a great offer, not of a paigns, and increased use of new media platforms. “Increasingly, you
really great idea. try to enter your campaign into something like the Caples, and you find
Judging is based on the following criteria: creative solution, concept, that there is no category for your campaign, and that’s exciting, it
copy and art direction. To become a finalist, each entry is vetted by a means you’re ahead of the game,” he says.
the loeries –
thoughts on
the experiential
category
by Peter Bidenko
I like the way the Loeries have defined their categories, especially the
fact that they’ve created an Experiential Section. It covers a lot more
than what I would have normally thought of as experiential marketing.
But it’s quite simple and logical, if it involves the audience and expects
them to do something with what they’re presented with, then it’s
covered in this category. Whether it’s direct marketing, promo, events,
digital or all of the above.
It’s not to say the advertising section and its work won’t be involving,
in fact, in my opinion all the award-worthy work will be. It’s just that the creative idea as the creative itself. And that’s where the opportunity for
Experiential Section covers… umm… experiences. And I guess that’s breakthrough stuff really occurs. And again, it’s also one of the things
what will take away the metal in July. that catches a judge’s eye.
But I’d also say the fundamentals of direct still exist… response
driven, customer focused, measurable and two-way.
It’s always excited me because of the way we can get a lot closer
to our audiences. Our job as direct marketers is still to find out
in my experience the things that more about our customers and let them tell us what they want. Then
deliver on that. These days we’ve just got a whole lot more channels to
stand out really stand out. It either do it with.
At its best, it creates a much closer connection between consumers
makes you laugh out loud, stand in and brands. I’ve been pushing the barrow of intimacy lately when
talking about direct creative. When we’re invited in by an audience
awe of the audacity and sometimes and they give us permission to have a conversation with them, the
language we use and the way we are allowed to relate to them is a lot
even shed a tear. I’m hoping to see more intimate.
And with all of that said, a good idea is still a good idea. Right
lots of that sort of stuff.
across the board whether it’s direct, promo, events or digital. In my
experience the things that stand out really stand out. It either makes you
laugh out loud, stand in awe of the audacity and sometimes even shed
a tear. I’m hoping to see lots of that sort of stuff.
Finally, and most importantly, I would imagine we will also award
the best experiences win awards relevance. There’s nothing worse in the integrated categories of having,
I’ve not seen it done the same anywhere else in the world, so hats off for instance, 16 different channels when one would have been more
to the organisers. In fact, I hope it’s copied because it’s good. appropriate. It probably would realise a better ROI, make for easier
Focusing more on direct, much has been written lately about the measurability and greater insights for the future and, let’s face it,
changing nature of direct marketing. Yes, it IS an ever evolving, create fewer ulcers.
increasingly harder to define industry. We’ve learned that there are Peter Bidenko
many more ways to engage an audience than traditional media (and in creative director
traditional I’d include Web these days). TEQUILA\ Australia
In fact, how we come in contact with people is as much a part of the peter.bidenko@wtbwa.com.au
the
DMA echo
awards by Duncan Gray
First, a bit of history. The DMA Echo Awards was founded long, long
ago in a country called America which used to rule the direct marketing
world, where letters were five pages long and everything was tested
into submission.
It has hardly changed over the years and sits alongside the Caples
awards and Cannes, in a trio of leading international DM awards, but
they are all quite different.
Cannes is a great brand, a newcomer to awarding DM and is a
fantastic beauty show that we all want to win (but with over 2 000
entries, the odds aren’t good!). The Caples exists to reward creative
solutions to marketing problems and is uniquely only judged by creative
directors. The Echos specifically recognises the DM disciplines of
strategy, creativity and results equally. The majority of winners are
mailings and the show seems rather stuck there – not able to fully
recognise the full breadth of DM channels, probably due to the fact Unique to Echos is the Leader award, which is basically a fourth
that many are difficult to measure. place. Otherwise, you remain a finalist. There are also a bunch of
The Echos recently made a point of stressing its creative credentials, other awards (Diamond, Gold Mailbox, etc.) that are given to highest
but the other two award shows have occupied that space for much scoring winners after awards committee discussion.
longer. The Echos was originally founded to award strategy and results The best way to win at the Echos is to look at what wins at
ie account folk. That is why the late Andi Emerson founded the Caples, http://www.dma-echo.org/gallery.jsp and how best to enter at
to celebrate creativity in DM, and that was 30 years ago! http://www.dma-echo.org/echo-cardiogram/docs/sample-entry-
form_2008ECHO.pdf
The Gold winners can be anything from the simple dramatisation
This is how the Echos works: of child abuse by asking people holding an envelope to bend it
and be shocked by the enclosed pencil snapping, as easily as a child’s
All entries are judged on strategy, creativity and results.
bone, to a highly personalised, four-part mailing programme for a
Judges are a mixed bunch from all aspects of the DM industry,
cruise company.
so there could be a CD sitting next to an agency MD and a data
The contrast between the three main award shows can be illustrated
or digital printing specialist!
by a winner from Spain titled Lopetegui Deposit. At Cannes it
Entries are judged by business category. There are 12 and you won a Gold and Best in Show. At Caples it won Silver and at Echos,
can only submit a piece of work once. just Bronze.
This year, again, I will plough through tediously long and sometimes
badly written entry forms, examine good, average and some extremely
There are three rounds of judging. Round 1 is a regional elimination bad creative, and give my honest opinion based on the Echos’ judging
by discussion, not scoring, which is done in New York, Denmark and criteria. Winning an Echo is something to be really proud of, as it’s a
Australia. If you get through that, Round 2 is held in New York. Here long road from brief to the award podium and the recognition of your
the work is scored numerically by several, mainly US judges. I have industry peers. Believe me, when I say many entrants don’t stand a
done it a few times and will also do it this year to help ease the US chance of winning, because they have not done their research about
opinion bias. Last year a quarter of the judges were from outside the what wins and how to submit a good entry.
US, which is a great improvement. I’m always amazed at the final mix of international winners, the fact
If you get through that you are a finalist and you have to re-enter that the US has actually managed to win some awards and how much
your work in book format (they supply one) and pay another entry fee. I’ve learnt about digital personalised reward programmes delivered at
These submissions are judged three times by a small group of senior the expense of too many trees!
marketers, mainly American, and scored again numerically. Depending Duncan Gray
on the total scores, Gold, Silver or Bronze will be awarded. It is possi- executive creative director, Proximity London
ble for there to be multiple winners on each level. gray.d@proximitylondon.com
research highlights
here are some of the top direct marketing reports from
Forrester Research, which you should be reading
4. Aggressively seek usability improvements that enhance customer customers to recycle your mail, packaging and products
experience Auditing and disclosing your environmental impact
6. Communicate! Keep all of the people connected with your customer Acknowledging that going green does not equate to saving costs
experience efforts informed of any shifts in priorities, even if only Developing a set of industry of standards.
informally.
7. Don’t give up on innovation: There may never be a better time to For more information, or to register and purchase reports, visit
innovate than when your competitors are cutting back. www.forrester.com.
8. Gauge the CEO’s appetite for customer experience: if he/she Simon Macdonald
decides to cut back on customer experience, your job may country manager: South Africa and Mauritius,
become redundant. smacdonald@forrester.com
bulksms.com
36 direct > 2008
[ case study: look & listen/volkswagen citi ]
client: look & listen
campaign: egg
agency: mick + nick
Mick + Nick where tasked with developing a themed Easter campaign to be
carried through below-the-line media for retail client Look & Listen. The Hunt
For Your Favourites This Easter competition invited fans to SMS the names of
any two bunnies, ranging from famous bunnies like Roger Rabbit and
Thumper, to infamous rabbits like Donnie Darko.
solution: Mobilitext & Mobiliwin, offered from in-store POS across 18 stores,
the Easter retail catalogue and national daily newspapers over Easter weekend.
results: Generated over 3 600 SMS responses with the winner receiving a
R1 000 Look & Listen voucher. All user info was preserved as per Mobilitrix’s
look & listen user privacy terms.
Communicate that Citi is not on its way out. On campuses, scrolling display posters, tabletop ads, campus TV ads
The campaign involved a 360-degree, multimedia approach. and static desktop ads took the message to students.
Traditional ATL media was used in conjunction with online and cellphone
advertising as well as advertising on university campuses across the results: Visitors and page views (www.citilife.co.za):
country, to communicate the Citi message. The campaign was developed Total number of visits to site 48 345
to appeal to first-time buyers, 18 – 24 year olds (with media targeting Number of unique visitors 26 569
extending to 29 years and older). Number of page views 772 065
The campaign was built around a Web-based competition, whereby the – Total for vw.co.za for same period 2 508 000
public was invited to enter at a dedicated Citi (community) competition Average time spent on site 11’41”
website, www.citilife.co.za, to win a Citi R-Line. To enter, one had to – Average for vw.co.za for same period 6’19”
register on this site and upload a photograph that represented Citi Life. Pages per visit 15.97
Members of the public could vote for their favourite photo as well as – This is high – average is between 4 and 5.
engage in other interactive activities, such as e-mailing photos to friends. – Average for vw.co.za for same period was 7.3 pages per visit.
The public was driven to the site by online and offline advertising. Online Bounce rate 24.57 per cent.
advertising took the form of banner ads strategically placed on the 5FM, – Percentage of people who landed on the site and left immediately.
CareerJunction, MSN Messenger and Student Village websites as well as on – This figure is low – average bounce rate is between 35 – 40 per cent.
the Volkswagen corporate website. The competition was also advertised with 11 129 e-mailers sent out
a graphic ad on MXit. Ogilvy created a Citi Life group on the social 3 452 e-mailers opened (31 per cent)
networking site, Facebook, where people could engage and interact with
the Citi Life concept via information fed from the competition administrator, Membership and uploaded images:
or they could enter the competition through a link from the Facebook group Enabled images 5 365
to the Citi Life website. To make sure that Internet users arrived directly at Members 8 301
the Citi website when searching for it on Google, a search engine optimisation Votes 14 165
campaign, Pay Per Click (PPC), was put into place.
MMSes and SMSes (as well as e-mailers with click through to the com-
petition website) bearing the ad were sent to the Volkswagen database
between the ages of 18 and 30. volkswagen citi
direct > 2008 37
[ case study: fnb/94.7 ]
client: first national bank
campaign: remember me? a letter from the destitute
agency: action ambros
solution: Listeners either podcast the relevant feature from the 94.7
Highveld Stereo website or download it on their mobile phone. established short-dial number. Accepting the reply SMS automatically
On the podcast side, anyone with ipodder software (such as iTunes) downloads the latest version of that content to their phone. This has been
gets the updates automatically on their playlist, while on the mobile side, successfully implemented on the Traffic Joke and the Stupid Sports Joke.
listeners SMS a word relative to the content they’re looking for to an Due to the large file sizes, Darren ‘Whackhead’ Simpson’s Whackhead’s
Window on the World remains available as a traditional podcast via
www.highveld.co.za
solution: Lexus decided to target the 700 VIP guests who were invited to
the exclusive event marquee, and bring them face to face with ‘the art of
perfection’ (the streamlined thoroughbred horse as well as a Lexus). The
VIPs each received a pair of binoculars set in a beautifully designed pack
with the messaging: ‘every moment is a close encounter. Even from afar‘.
These guests were invited to submit their details for future contact, and were
entered into a competition where they could win a weekend at a pictur-
esque Drakensberg equine estate boasting three thoroughbred stallions
owned by the Royal family of Dubai.
results: Of the 700 gift packs that were distributed to guests, 294 yielded
lexus leads for future acquisition drives, a response rate of 60 per cent.
solution: By instituting direct mail appeals to both inside and outside list
names (a bought list) PrimaPlus hoped to establish a donor base. However,
with the hospital being in the Western Cape, raising funds nationally was
difficult, and they needed maximum response from a bought outside list,
while activating inside list donors to donate more. Fundraising appeals to
outside lists are usually, at best, set a target of break even, with the
knowledge that the real ROI will come from subsequent donations over the
lifetime of the new donors. This is often hard to accept for an organisation
that is investing substantially in a campaign and may only see results later.
However, this mailing was the exception, and the client saw significant
ROI immediately.
December is a key time at which the hospital needs additional funding,
making it ideal for a DM appeal. The thought of children in hospital at this
time of year was bound to touch hearts, and this was something that could
be played on by including a festive bauble that could be sent back to the
hospital with the potential donor’s name and best wishes, to decorate the
tree in the wards for the children to see. It now felt that potential donors results: Three segments were targeted:
would find it hard to turn down the opportunity to brighten up a children’s Regular donors (0.3 per cent of mail) – who, through other efforts, were
ward – and sending back a bauble with their wishes, but without financial already making monthly donations. Response rate: 7.7 per cent. ROI
aid would be hard. Also included was a second bauble for the donor’s (R earned/R spent): 67.24:1.
tree – with a ‘thank you’ message as well as a third for recipients to pass Once-off donors (0.9 per cent) – had made ad hoc donations in the
to a friend, asking them to support the hospital. This fulfilled the need for past. Response rate: 19.2 per cent. ROI (R earned/R spent): 44.41:1
awareness and put the hospital into the homes of a wider audience. Outside list names – cold prospects (98.7 percent) – the largest, most
An emotive story was told of a child saved through the intervention of challenging group. Response rate: 0.5 per cent. ROI (R earned/R
the Red Cross Children’s Hospital – featuring a picture of him and his spent): 1.27:1 or 27 per cent return on investment.
mother, who donated a kidney to save his life. A ‘miracle’ theme was used New donors introduced to the database: 387.
– at a time of year when the word is most prevalent – and their baubles
were coloured by children within the wards of the hospital, with the little
artists’ names on the back.
children’s hospital trust
direct > 2008 39
[ case study: mweb business/woolworths ]
client: mweb business
campaign: mweb business self build
agency: primaplus
MWEB Business created an application to provide small businesses with
the tools to set up their own websites, called MWEB Website Self Build.
The biggest challenge in marketing this product was the targeted consumer’s
lack of understanding of both the functionality of such a product as well Web banners (on business sites), a dedicated site to Website Self Build
as the need for the Web as a channel in one’s marketing mix. (which consumers were driven to through other communication
According to research, small business owners view website tools as requiring channels), emails to selected small businesses and a direct mail piece
too much maintenance and time. They see them as too costly and think they (DL postcard sent to small business owners). The message and tone
may be unsafe or risky. In addition to these hurdles, research also indicated was based on testimonials – from the mouths of real Website Self
that people believed that simply having a website meant that business would Build clients – and also punted the price, which drove the consumer
come to them – so there was an educating job to be done as well. to the website, where they could find more information.
solution: The strategy for this campaign was based on overcoming the results: This campaign was the most successful for MWEB Business
target’s initial aversion to such a product as well as on a key insight: that to date – with a 1 100 per cent increase in leads for the product.
this market strongly relies on word of mouth to make decisions. We
therefore employed a strategy of testimonials as well as basic education
– where the channel allowed.
The following channels were used: press (only community papers),
mweb business
client: woolworths
Amy Biehl Foundation, the SPCA and the Heartbeat Foundation. MyPlanet
campaign: woolworths myschool programme
(added in 2007) supports selected environmental organisations such as
company: virtual market place
The Wildlife Foundation, NSRI, Footprints and the Cart Horse Foundation.
Established by Virtual Market Place (VMP) in 1997 with the aim of improving Based on the emotional bond between parent and child, MySchool
communication between parent and school using technology to meet the has, from the outset, engendered high levels of loyalty and driven
challenge of raising funds, MySchool is a community-based rewards changes in shopping behaviour. Supporters feel empowered to make a
programme that benefits a common cause rather than the individual. The difference with the funds that they raise for their beneficiaries. When the
concept behind the programme is simple: parents and other relatives join programme is actively supported by parents, school principals and gov-
MySchool (at no cost) and shop at MySchool partner retailers who contribute erning bodies, there is no question that there is significant sustainable
a percentage of the value of the purchases to their specific school. benefit for the school. At the same time, the MySchool programme also
offers numerous benefits for its retail partners in terms of supporting their
solution: The relationship between MySchool and Woolworths began CSI strategies and increasing customer loyalty and support.
in 1999 when Woolworths was approached to support the concept in
four stores in Johannesburg. As the programme is aligned with results: Today, MySchool boasts over 400 000 active supporters and
Woolworths’ belief that investing in education will address many of the some 160 partner brands, and raises funds for more than 10 000
challenges South Africa faces, in 2001 Woolworths acquired 26 per schools around the country. Over R1.5 million is raised for beneficiaries
cent of the business, enabling it to expand nationally. The MySchool every month.
programme was rolled out in a phased approach and by September Woolworths’ involvement in MySchool has also led to the creation of
2003 a national footprint was established. Woolworths purchased VMP value-added programmes in the form of the ‘Making the Difference’
and MySchool in 2006; they continue to operate as independent entities educational initiatives which provide curriculum content for educators on
within the business. subjects in which they may not have the required expertise. Launched in
Woolworths has continued to drive the programme successfully through 2004, Making the Difference Through Nutrition targets Grade 4 learners
its marketing campaigns and stores, encouraging customers to become and forms part of the Life Orientation curriculum, encompassing nutri-
MySchool supporters. MySchool is closely aligned with Woolworths’ CSI tion, healthy living and environmental awareness. Up to two million
activities and is a cornerstone of its ‘World of Difference’ loyalty pro- learners are exposed to the content of the programme and brand.
gramme. In addition, it provides an ideal opportunity for cause-related Making the Difference Through Design was introduced in 2006 to pro-
marketing activities. vide teachers in the new FET Design Course with a comprehensive and
To offer customers without children or whose children have finished inspiring resource guide.
school the opportunity to support other worthy causes, the programme MySchool and the value-added programme provide Woolworths with the
has been expanded to offer a wider choice of beneficiaries. MyVillage, opportunity to effectively balance social investment and profitable customer
which was added in 2006, focuses on selected charities, including the relationships, as MySchool customers are more loyal and valuable to
Woolworths than most other customers on its database. It further provides
the opportunities for young learners to be exposed to the Woolworths
brand and its way of doing business. This has resulted in positive feedback
from learners, parents, media and government, and has impacted positive-
ly on Woolworths’ BEE strategy and achievements to date.
woolworths
40 direct > 2008
[ case study: pcmall.co.za/primaplus ]
solution: After running several trial campaigns with other search engines
and sites, McClement opted for Google based on its unparalleled reach
and administrative and reporting tools.
PCMall.co.za makes use of the Google AdGroup system, and Keyword
Tool to categorise its products and make sure that it reaches as many
potential customers as possible.
Over the past two years, PCMall.co.za has devoted 70 per cent of its
advertising budget to online media. “In part, our strategy targets consumers
who are already likely to be searching for products online. They are early
adopters – people who are keen to have the latest gadgets and use the
Internet to inform their buying choices,” McClement explains. PCMall.co.za
targets the same audience in tits offline campaigns by advertising in men’s
magazines, for example. And it only pays when interested consumers click
client: pcmall.co.za through to its website. “With other media we pay merely to display an ad to
campaign: pcmall.co.za adwords potential customers,” says McClement.
agency: google
Since PCMall.co.za was founded in 2005, it has grown to become South results: “The campaign is giving us fantastic results,” says McClement,
Africa’s second largest online technology retailer. Its website – pointing to the 11 500 unique visitors that AdWords is driving to its website
PCMall.co.za – offers IT products to businesses and consumers across each month. “Our sales follow our Google spend almost exactly. As the
South Africa. number of clicks rises, so too does the number of transactions.”
With an easy-to-use online store, nationwide delivery and a call centre Google AdWords has also helped PCMall.co.za to achieve the following:
able to process high order volumes, the company is handling an increas- Gain a better understanding of its target consumers and their
ing number of consumers. In 2005 PCMall.co.za was nominated one of behaviours. “With Google Analytics, we can see exactly where our
the Top Computer Stores in the South African E-Commerce Awards. traffic is coming from. By acting on this insight, we can improve our
Despite being smaller than many of its competitors – it has just 13 employ- results by modifying keywords and ad text, or creating new images,”
ees – PCMall.co.za is on its way to becoming South Africa’s leading online says McClement.
IT superstore. Better targeting of campaigns online and offline through the use of traffic
Its biggest challenge was driving traffic to its site. “Before PCMall.co.za, stats and AdWords Ad Scheduling (which allowed PCMall.co.za to switch
there was only one major online IT retailer in South Africa, which had a the campaign off outside of regular South African working hours, thereby
well-established customer base within the online community. As the new- avoiding the cost of click-throughs from non-South African users).
comer, we had to work hard to attract customers to our store,” says Strengthening the PCMall.co.za brand image through the use of image ads.
Client: primaplus
Campaign: primaplus year-end self promotion
Agency: primaplus
Before changing its name change, primaplus was known as
PrimaProximity, a below-the-line agency. Although PrimaProximity shared
several clients with other above-the-line agencies, they noticed that more
and more of them were trying their hand at direct marketing strategies…
and encroaching on what they considered their exclusive domain. That’s
when they decided to it was time to beat the other agencies at their own
game…
solution: In the advertising industry, above-the-line agencies are
generally perceived to be ‘more creative’. That’s why, when these
‘creatives’ started trying their hand at direct marketing PrimaProximity
noticed several clients were approaching them to do more work – in A PrimaProximity representative went to each client to deliver their bird,
something which PrimaProximity considered their exclusive territory. To and helped the recipient place their completed RSVP form inside a ring on
prove that they could be as creative as any above-the-line agency, they the leg of the pigeon, and then let the bird fly.
decided to use the invitation to their end-of-year party to accomplish this.
They needed to find a channel that was traditionally direct, but at the results: PrimaProximity delivered all 60 birds over a period of three days,
same time completely unique. They realised the key was in the means of and had a 100 per cent response rate. The campaign was also an Echo
delivery – as that is what DM is all about – and the response channel had finalist.
to be clear and just as effective. So they sent out carrier pigeons!
PrimaProximity created branded ‘pigeon boxes’ and attached an
invitation, complete with personalised RSVP slip attached to each box. primaplus
direct > 2008 41
[ case study: seeff properties/transunion ]
Sasko Flour has risen to new heights as it has added mobile to its marketing
mixture. After last year’s successful Mara & Friends campaign (‘Mara &
Friends’ was a television show conceived to bring Sasko Flour’s message
of ‘better tasting baking’ to life), Sasko Flour distributed the Quick & Easy
Better Tasting Baking recipe booklet to viewers.
Sasko Flour now has a list of over a 20 000 names and cellphone
numbers. Instead of hoarding numbers in an Excel spreadsheet, mobile
marketing specialist, mo-B (www.mo-b.co.za), worked with Sasko Flour to
assist in integrating the cellphone element into various campaigns and
nurturing its relationship with consumers.
solution: Sasko Flour spoke and listened to its customers via cellphone.
Having sent out the recipe booklets, the company SMSed consumers
asking them what their favourite recipe was, and found that consumers
were truly touched. Sasko also used its database for market research,
asking consumers to comment on whether they liked its packaging; mo-B,
together with Multimedia Solutions, developed an MMS that was sent to
consumers showing them a picture of the current packaging and offering a
R3 airtime voucher as a thank you for their comment. The database was
pre-checked, according to standard procedure, and the message was only
sent to cellphones that were MMS enabled, thus improving the efficacy of Shows: a nationwide road show with competitions with prizes from Sasko
the campaign. Considering the database consisted largely of black Flour. Each loyal Sasko Flour customer is sent an SMS to notify them of
females with families in LSM 4-6 an MMS-enabled average of 62 per cent when it’s going to be in their area.
was good news for the campaign. Mobile has proved to be a powerful weapon in Sasko Flour’s marketing
strategy, and has caused sales to rise. The two things that have stood out
results: The response was awesome – a huge 25 per cent. With the in the use of mobile marketing have been the high response rates and the
positive feedback from consumers on their recipes, Sasko Flour launched its emotive replies Sasko Flour has received from its customers.
own mobi site (mobile website) packed with favourite recipes. Now, Sasko Lisanne Bower, Sasko Flour brand manager says: “Cellphone
Flour customers can go to www.saskoflour.mobi from their cellphones, communication has also created a more personal touch with people
wherever they are, to search for and view their favourite recipes. They can being greeted by name. The personal communication resulted in some
also have the list of ingredients SMSed to them from the website or mobisite, touching replies.
so they know what they need to buy on their next visit to the shops. “The responses showed that we were reaching a wide range of people,
Judging from the 4.4 per cent response rate to the SMS about the including those working in bakeries or home-industry stores that are key
launch of the mobisite, Sasko Flour’s customers are finding this a useful target markets for us, and which we’ll be looking at building on,” she says.
tool. Mara Louw has continued talking to her fans about Sasko Flour
through her mobile fan club messages on Fan Touch (www.fantouch.mobi),
with heart-warming responses.
Sasko Flour also is rolling out the red carpet at its annual Shoppa sasko flour
direct > 2008 43
[ case study: cell c/bmw ]
client: cell c
campaign: hummerville
agency: proximity#ttp
Churn is a massive problem in the cellular market, so Cell C was looking
to strengthen loyalty through personally relevant one-to-one
communication. However, it didn’t know much about its subscribers.
client: bmw sa solution: Current BMW 1 Series owners and prospects were invited to
campaign: the new bmw 1 series 3- and 5-door sports Come and Meet the One(s) at selected Primi Piatti outlets countrywide.
hatch With an incentive designed especially for the target market, participants
agency: ireland/davenport and aqua online were able to stand the chance to win limited edition branded 1 gig-flash
BMW SA required an integrated modular campaign with a strong focus drives as well as a range of iPod nanos and branded BMW merchandise.
on digital and innovative media to launch its 1 Series 3-door and With pre-arranged WiFi access, participants were able to enjoy the
enhanced 5-door models in July 2007. The primary objective BTL was to promotion while being able to stay in touch with their office. Added to this,
generate qualified conquest leads. A secondary objective was to facilitate each participant was entitled to a complimentary beverage of their choice.
test drives and, thirdly, to grow the existing database and awareness of Registration for the event was done either via the campaign
the new models with a view to future communication. website or on touch screens at the venues. Each registered participant then
received a Mobicode (a bar-coded SMS), which enabled them to receive
confirmation (via electronic scanning of the SMS) on the day of the event,
making them eligible for the prizes.
results:
Total number of Mobicode registrations 2 505
Total number of Mobicodes redeemed 1 156 (46 per cent)
Highest percentage redeemed at Canal Walk (Cape Town)
Total number of test drives generated 648 (56 per cent of redemptions)
Conquest (non-BMW drivers) target 60 per cent
Actual conquest (non-BMW drivers) participants 63 per cent.
BMW
44 direct > 2008
[ case study: bmw/chabad house ]
Trainees were recruited through the Online Academy
Various activities and tests were undertaken
All results monitored
The activities and training facilities were ‘unlocked’ over the course of the
campaign
Each test section was concluded with a profile question
client: bmw sa We exposed the recruits to each test of stamina – mental as well as physical
campaign: the launch of the new bmw m3 coupé Each stage of the tests were passkey coded for direct recipients
agency: ireland/davenport, aqua online
The codes were delivered via direct mail and email – linking virtual and
An integrated TTL campaign was needed to achieve the following objectives: physical worlds
Complement the launch of the new BMW M3 Coupé, and position it as Successful completion at the end of the training entitled one candidate to
the ultimate expression of BMW technology design and performance a trip to Star City, Moscow (the elite Cosmonaut Training Centre).
innovation The offline direct mailer consisted of a specially designed M3 booklet and
Leverage the halo effect of M3 to generate 3 Series leads a box with two test tubes filled with iron filings. The silver surface in the
Reaffirm the M positioning through a direct awareness campaign centre of the box hid a magnet in the shape of the M3 logo.
Generate scored hot-leads to participate in M communication and brand The copy on the box invited people to sprinkle the iron filings on this
events surface to reveal the answer to the question; what does metal dream of
Ensure that all communication is consistent in building the BMW brand. becoming? The answer was revealed as the M3.
solution: The agency developed a direct campaign comprising both online results: For a very niche, intense and highly demanding campaign the BTL
and offline elements. The direct campaign elements would: element resulted in an impressive total of 9 398 unique entrants
Create an emotive experience for loyal customers With an entrant target of 60 per cent non-BMW customers the campaign
Provide loyal M3, M5 and M6 customers with added value achieved a target of 61 per cent non-BMW customers.
Maintain campaign interest through a powerful communication piece The demographics of the target audience were mostly male between the
Retain campaign exclusivity for loyal customers ages of 25 and 39. The campaign achieved a target of 91 per cent male
Enhance excitement and anticipation for the arrival of the new M3 coupe and 62 per cent between the ages of 25 and 39
via an impactful and intelligent offline communication piece, Of the 39 per cent loyal BMW drivers who entered the campaign 18 per
Have a strong tie-in with ATL cent was made up of loyal M drivers who all received the direct mailer
Leverage the halo effect of M3 to generate 3 Series leads couriered to their preferred address.
Establish a direct awareness campaign to reaffirm M positioning For the direct mailer a dedicated telephone call handling process was
Generate scored hot leads to participate in M communication and brand used to collate preferred courier addresses of all recipients.
events
Generate a database made up of 60 per cent conquest and 40 per cent
loyal customers.
The online campaign was modelled on a virtual 3D training centre for ‘M pilots’. bmw
client: chabad house
campaign: miracle drive time pledge
agency: mo-b
The Miracle Drive dinner is a fund raiser event held by Chabad House annually.
This year, instead of asking people to pledge money, Rabbi Masinter wanted
the community to pledge their time to make the world a better place.
Mobile marketing specialists, mo-B was approached to develop and manage
the Miracle Drive Time Pledge campaign on the night and going forward.
Highest TV audiences
Sports Marketing Surveys reports the highest average audiences by sporting code on SuperSport only (this doesn’t
include M-Net):
Super 14 Rugby – Highest Average Audience – Sharks vs Chiefs – 17 May 2008 - 537 250 viewers
Standard Bank Pro20 Series – Highest Average Audience – Nashua Titans vs Nashua Dolphins – 25 April 2008 – 144 290 viewers
FA Premier League – Highest Average Audience – Manchester United vs Arsenal – 13 April 2008 – 110 167 viewers
“The main focus on sport is the mass appeal it challenge is to provide innovative solutions for properties can offer a number of distinguishing
creates, which crosses cultural and international clients, while ensuring that the content and the characteristics which make them a more
boundaries.” message are relevant to readers. Lamberti adds attractive sponsorship vehicle than other
Sports websites are gaining momentum, as that with budgets being tighter, companies options.” But, as Marc Jury, acting managing
are mobisites and mobile services, and there are must secure sports sponsorships that yield the director, Sports Marketing Surveys, says: “Too
countless blogs dedicated to sports worship, best results in terms of brand presence, sales, often research is used to justify sponsorship
commentary and discussion. Consider that consumer recall and brand equity. spend post-campaign and generally is the last
SuperSport’s website is ranked among the top Sponsorships are a viable option for brands element considered when parties draft their
10 fastest growing websites in SA (reported by looking to get into the sports mix. “Since 1986, budgetary expenditure.” He emphasises the
Nielsen Online, 5 May 2008), with unique sponsorship has been the fastest growing need for research to play a bigger role in the
browser growth of 103 per cent over figures element of the marketing and communications planning phase to ensure that the leveraging of
reported in March 2007. mix – and sponsorship of sport properties has sponsorship properties yields the greatest return
New magazines with a greater focus on the certainly been the place where rapid growth has on investment.
lifestyle around sport are entering the market. occurred,” says Brand de Villiers, group CEO, Owning a sports team or events is yet another
Touchline Media, in conjunction with the SAIL. He believes that almost R5 billion worth of option, particularly for the brand or company
MoreGolf Group, recently launched Golf+,
which goes out to a targeted base of 25 000
individuals, according to Jaco Scholtz, publisher 2010 FIFA World Cup
for Touchline Media’s Special Projects Division. “Based on the unparalleled spending we have seen on this event, we would have to
“There is no waste and through their member- say that there is no shortage of confidence related to FIFA 2010,” says Brand de
ship of the MoreGolf Group, they have signed Villiers, group CEO SAIL. He says that companies are well into their planning phase
up for a golfing lifestyle,” he says. He points to for 2010 and, in some instances, are already rolling out initial campaigns here in SA.
the trend towards custom titles, where retailers Emphasis should be on building awareness and legacy-related programmes, and we
who have intimate knowledge of their market can expect to see an increase in local activity after the European Championships and
work from a demand-driven base. “There is a building up to the Confederations Cup 2009.
Hidden gem
It turns out that Central SA (the Free State, overall adults with debit cards has risen to 7.4 region being buoyed by the strength of the
North West Province, Northern Cape and parts per cent, with a significant increase noted in mining and agricultural sectors as well as
of Gauteng), holds a lot of potential for brands Bloemfontein. TV trends find that SABC 2 and tourism. Demand for homes to rent increased
and media. And slowly, the perception of this SABC 3 as well as e.tv are capturing growing by over 15 per cent last year, with a further
region as the dusty outback of the country is audiences. Outdoor advertising, likewise, is demand for office rentals. Plus, construction is
evolving. “Central SA, I feel, still suffers to a flourishing. There have been country-wide set to begin soon on the New Kimberley Mall,
small extent from the perception that there is increases in the exposure to bus shelter, trailer, while The Diamond Pavilion is undergoing a R64
no business there, or that the potential business minibus, train and bus ads, with significant million expansion; new business complexes and
on offer is small in comparison to the larger increases noted in Bloemfontein and Kimberley. a cement plant are also due to open soon,
populated regions. Truth be told, Central SA is This is a market that is online, active on their while Mittal Steel is set to expand its output.
the country’s best-kept secret; still a relatively cellphones, curious and engaged. “This market The Department of Minerals and Energy
untapped top-end market with huge wealth is very savvy and is connected to the world,” recently launched the Gold Chain Technologies
waiting to be accessed and serviced,” says Nick agrees Efstathiou. project, under government’s Minerals
Efstathiou, OFM marketing manager. Property trends indicate positive growth for Beneficiation Strategy, which involves the devel-
According to AMPS 2007/B there has been a the central SA region. Marietjie Neumann, area opment of a R100 million jewellery factory in
drop in the overall number of adults classified in principal for Pam Golding Properties in Kimberley. Vodacom Park Stadium in
LSM 2 in this region, and a significant increase Kimberley, says that the city is enjoying increasing Bloemfontein is undergoing a R221 million
in homes that have DVDs, while the number of economic growth, with the Northern Cape upgrade, which is due to be completed by
Community radio stations in the Free State (listener figures West province. Listeners have an average
are past seven day figures taken from RAMS April 08): household income of R4 188 and an average
age of 33 years (AMPS 2007B).
RSG targets Afrikaans speakers aged 25-49 in
LSM 7-10. The station has an average of 1 135
million listeners a day. Their average household
income is R10 041 and their average age is
48 years (AMPS 2007B). In order to grow
audiences and maximise its visibility, RSG has
embarked on a campaign drive with outside
broadcasts focusing specifically on the
Northern Cape, Eastern Cape, Western Cape
and Karoo areas.
“To support the drive, RSG is also involved
Community radio stations in the North West (listener figures
with the Volksblad Kunstefees in Bloemfontein
are past seven day figures taken from RAMS April 08)
in July and Aardklop in Potchefstroom later this
year, presenting Die Beiteltjie which is a
production of SABC archive material that was
previously aired on RSG,” says Louise Jooste,
marketing manager, RSG. The station is also
involved with SABC2’s Dorp2Dorp marketing
campaign where the emphasis is on visiting
smaller towns and interacting with people on
their own turf. The annual Gariepfees in
Kimberley is one of the major festivals where
Community radio stations in the Northern Cape (listener figures
RSG is present through the RSG music stage
are past seven day figures taken from RAMS April 08):
and broadcasts from the festival.
“RSG successfully hosted a radio workshop
for high school learners at last year’s Gariepfees
to present the dynamic world of radio to them
in order to spark interest in a possible radio
career, and to explain and show how things
work behind the scenes,” says Jooste.
Added to the mix of commercial stations
there is a plethora of community stations in the
Central SA region offering advertisers a more
Radio Podcasts, says Efstathiou, have allowed localised platform through which to reach
OFM is one of the commercial stations serving audiences to access content that they would like smaller niche communities.
the Free State region, and it certainly has the to keep and listen to again or share with
lion’s share of the market. “The OFM friends; they are a great solution for advertisers
demographic is targeted at the upper end of who need more than 30 seconds to explain a
the market; LSM 7-10, aged from 25-49. Our new product or service. Local partnerships and
target audience is 50 per cent white, and 50 per sponsorships of local sports teams (Vodacom
cent black and coloured. The audience we offer Cheetahs and Gestetner Diamond Eagles, for
to businesses and brands is of a high quality example), as well as festivals allow the station to
with large amounts of disposable income. The connect with its audience in a meaningful way.
living standard within Central SA is high, and at OFM is opening a branch in the new
a lot less costly than the larger populated Potchefstroom Mall in the next few weeks, and
regions of SA,” says Efstathiou. will be broadcasting daily from the northern
In terms of programming and communication part of its footprint.
channels, the station is committed to an all- Other commercial stations in the SABC’s
channel approach; its website WOMF bouquet are Lesedi FM, Phalaphala FM and RSG.
(www.ofm.womf.com) gets around 70 000 Lesedi FM’s largest listenership is in the Free
unique visits each month, and allows listeners to State. AMPS 2007b reports that the average
interact. The station also makes use of mobile household income of listeners is R4 111 and
services to give its listeners access to its content their average age is 39 years. Phalaphala FM
on the device that ‘they can’t live without’. serves young, urban black listeners in the North