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Friday, 25 April 2008

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MARKETING NEWS Distell commissioned Kreate SA to provide a

full production team to conceptualise and
The 2008 Mip TV's implement the set-up of the Savanna Style Lounge at
Content 360 festival the Taste of Cape Town in Camps Bay. Kreate SA was
was recently held in Cannes, France where, 'Relate', also required to provide all the brand ambassadors
Ochre Media's made-for-mobile-and-Internet and event managers for: the Savanna Style Lounge;
interactive soap concept, was a winner in the the Alchemy of Gold Style Lounge; the Fleur de Cap;
category of 'Multi-media Co-production on Human and the Durbanville Hills tasting bars. ClickLhere
here for
Rights'. The category, which was sponsored by the the full article.
National Film Board of Canada, seeks to use new
here for more.
media for social change. ClickLhere The mind of the person who pays your salary is
tightly focused on one thing - shareholder
Integrated marketing and communications value. According to Professor Malcolm McDonald,
company CubicICE has increased AA Autobay's the UK's eminent academic authority on marketing
website interactivity, from the BETA version, to over 1 strategy, half a century of research reveals a
million page impressions in just under ten months. remarkably clear correlation between marketing
Company managing director Megan Stark enthuses: strategy and shareholder value. There is already a
“This is a major achievement in terms of the South global movement for organisations to rely on
African market and showcases our capabilities in the marketing as the driver of profitable growth. The
here for more.
digital arena”. ClickLhere question is whether you're prepared for your CEO's
here for more.
future expectations. ClickLhere
C a p t a i n
Morgan rum P u r p l e C o w
supports local rugby Communications has
with sponsorships. This led to the launch of its first relaunched as a fully-fledged digital
Fantasy Rugby league for this year's Super 14. m a r k e t i n g a g e n c y. H a v i n g
Realmdigital's Fantasy Platform provided the back- established a legacy as an online
end technology for the game, and it has proved to be advertising sales agency in South Africa, Purple Cow
here for more.
a great success. ClickLhere is now striding boldly into the world of online digital
here for more.
strategies and solutions. ClickLhere
Remarkable
growth of the Over the last 21 years ComutaNet has grown
mobile industry, from offering cassette tapes with commercials
coupled with the interspersed among the latest musical hits
recent launch of distributed to taxi drivers to a media powerhouse
The Mobile Marketing Association's (MMA) Latin here for more.
offering 10 media platforms. ClickLhere
American chapter, has led to record membership
growth within the association, with 37 new members. ADVERTISING NEWS
ClickLhere
here for more.
"It's easy to Spot a Bar-
The Mobile Marketing Association (MMA) One Man." Especially
has called for worldwide nominations for its since JWT developed an
fourth Annual Global Awards Programme, to integrated campaign
recognise the mobile media and marketing industry's communicating the Bar-One
frontrunners. Now in its fourth year, the Annual promise and contemporising
Global MMA Awards praise the development of mobile Nestlé, South Africa's largest
brand-adoption campaigns that further encourage chocolate brand. The previous
consumer interaction. ClickLhere
here for more. Bar-One television
commercial, Stuntman, was
The Exclusive Books Homebru campaign produced five years earlier
recently won two out the three APEX Awards and last flighted in 2005.
2008 “Special Awards” for the “most ingenious Nevertheless, there remains a
response to advertising or research funds” and for high spontaneous recall of the fireman hero when
“the case representing uniquely South African discussing Bar-One advertising. The initial 'Bar-One
advertising.” In addition, the bookseller won a Silver Man' concept was researched among the target
award in the APEX Awards sustained brand campaign market of men between the ages of 18 and 34, LSM 6-
or “Sustain” category. Homebru has become a sub- 10, in Durban, Cape Town and Johannesburg. Click
brand of its own over the years. ClickLhere
here for more. here for more.
Lhere
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 A Newsclip Media Monitoring Initiative Marketing & Advertising News

The Cape Town ABSA's Pesach Execution

Jupiter Drawing went into press over the
Room has been short listed weekend. In keeping with the
in several categories for this theme of ABSA's brand campaign,
year's One Show Awards. “Put Your Best Foot Forward”, the
Jupiter Cape Town has the execution is meant to remind
highest number of selected ABSA's Jewish customers of the
work for a Cape agency and legacy of their forefathers, and
is ranked second in the country this year. ClickLhere
here remind them of the importance of
for more. steps taken with intent and
conviction, no matter what shoes
SABC Television Sales here for more.
you wear. ClickLhere
has decreased its
advertising Long Term Rates Ireland/Davenport
by an average of 15%, in the and Frieze Films have
interest of good business collaborated to create a TV commercial to heighten
practice. Gab Mampone, awareness for the Soweto Rugby Club (SRC). Entitled
Group Executive: 'Practice', it opens on a young man walking through a
Commercial Enterprises: SABC, says, "The SABC here for more.
typical township to a soccer field. ClickLhere
appreciates the difficulties faced by the South African
advertiser, brought about by power outages, The next stop in
escalating interest rates and soaring fuel prices…” The Loerie
here for more.
ClickLhere A w a r d s Tr a v e l l i n g
Exhibition is Namibia.
The Online Publishers Association (OPA) The Exhibition, sponsored by the SABC, will display
has announced that advertising agencies are the best advertising, communication and design for
now welcome to join the organisation. It has issued 2007, at DV8 Saatchi & Saatchi, from 21 to 25 April.
an invitation to advertising agencies to constructively here for more.
ClickLhere
contribute towards the development of a flourishing
online industry in South Africa. The OPA, South NEW ACCOUNTS
Africa's independent representative body for online
publishers, has played a significant role in Suzuki Auto South
consolidating the online industry, and continues to Africa has appointed
strengthen the online advertising proposition. Click leading marketing solutions
here for more.
Lhere company, PenQuin International, as its local
through-the-line advertising agency. Suzuki Motor
The South African Corporation, the eighth largest vehicle producer in
recruitment agency, the world, will enter the South African vehicle market
Quest Flexible Staffing in June 2008. “Suzuki and PenQuin have a very
Solution, has recently similar business philosophy which lends itself to a
approached Huddlemind to powerful partnership,” says PenQuin Account
design its new recruitment Director, Darren Leishman. ClickLhere
here for more.
application on Facebook, called Work Personality
Quiz, launched in April. Stefanie Jason caught up with Traffic Integrated
David Duarte, partner of Huddlemind, to find out Marketing has been
more about the application. ClickLhere
here for more. awarded the Fireflight MAS
account, providing strategic marketing, eventing, PR,
As more and more advertising and creative for this pioneering
retailers establish technology brand. Fireflight provides a highly secure
outlets in the township mobile authentication system (MAS) that offers
areas, so does their security and convenience to businesses needing
advertising demand to innovative data security.
communicate with this
increasingly vibrant market. Primedia Outdoor, PEOPLE ON THE MOVE
anticipated the trend and maximised advertising
opportunities with strategically situated PrimeLite Mpumelelo Mabaso has been appointed as Junior Art
billboards in areas such as Umlazi, Kwamashu and director at The Gate.
here for more.
Soweto. ClickLhere
Traffic Integrated Marketing has appointed two new
Transmedia, the staff members, Sharon McNaughten and Bianca
n e w m o b i l e here for more.
Couto, to the agency. ClickLhere
marketing wing of Cape
Town based Topco Media, Rory Brien, Primedia@Home's National Consumer
will use innovative Promotions Operations Manager, has been appointed
technology to activate to the advisory board of the Experiential Marketing
branding with permanent Forum (EMF). Rory is well recognised as a successful
truck-side snapper frames on a 271-strong fleet of innovator, and creative individual with a clear
medium sized trucks, travelling South Africa’s 8 understanding that the most successful experiential
000km road network, and into neighbouring marketing campaigns are achieved through
here for more.
countries. ClickLhere innovating thinking. ClickLhere
here for more.
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A Newsclip Media Monitoring Initiative Marketing & Advertising News

EDITOR’S CORNER One of the main barriers to entry is the reality that
most communication is one-way - i.e. between the
Relationship marketing (RM) has been a corner stone company and the consumer. “With a few notable and
of marketing content to existing consumers and for well-publicised exceptions such as Amazon.com and
ensuring that ‘contained’ clients are satisfied with the Cisco Systems, there is rarely any evidence of
services they receive. interaction. That is, even if a consumer does
communicate with the business, this information
In Principles of Marketing, by Philip Kotler et al, it is rarely impacts the nature of the future
stated that relationship marketing strives for communications from that business”, says Sorce.
continual customer satisfaction rather than judging
and solving individual queries on a case-by-case LMyCustomer.com
MyCustomer.com recently noted the importance of
basis. This theory points to a bigger picture of holistic the human element of an RM plan: “the number of
client interaction from marketing, ensuring that the firms that have successful CRM implementations is
client’s perceptions of a particular product match a increasing and companies are learning from the
company’s product positions. After all, the failures of the past. In particular, businesses are
positioning is not nearly as important as the way in understanding that CRM technology won’t
which consumers say they experience the product. automatically improve customer relationship
Perception is quite simply, reality. management. The technology is only an enabler and
if you don’t have the vision, the right strategy and an
Leonard Berry, from Texas A&M University says, execution plan, it is not going to work – no matter
"What is surprising is that researchers and what kind of software you are buying. We have
businessmen have concentrated far more on how to always said that CRM is a journey; you don’t just
attract customers to products and services than on implement technology and you are there”.
how to retain customers". From our real-life
experience, this becomes a contradiction in terms, as It is interesting to note that times are changing and
the basics of business practice are two-fold - the concepts that were previously considered ‘futuristic’
attraction of new business by promising value and the and ‘innovative’, and now prevalent reality.
retention of clients by guaranteeing satisfaction.

The contrast is quite simple - instead of focusing your

sole efforts on so-called ‘offensive marketing’, aimed
at bringing new clients under your wing, a business,
especially in the service industry, needs to put more
effort into ‘defensive marketing’. The matter puts a
much greater focus on reducing customer turnover.
In a way, this is the same principle human resources
uses to develop and retain staff and prevent high staff
turnover.
See you next week.
DANIEL
RM is a function of marketing that has also
established itself in the B2B sector, where long-term GET TO KNOW THE TEAM
relationships are more significant than in other
industries, notes Barbara Jackson in Build customer EDITOR Daniel Munslow
relationships that last, from a 1985 issue of the DEPUTY EDITOR Pat McClelland
Harvard Business Review. EDITORIAL ASSISTANT Stefanie Jason
EDITORIAL ASSISTANT Leigh Andrews
MEDIA RESEARCHER Roane Booth
Relationship management has also had a huge boost
MARKETING MANAGER Vanessa Evans
from the creation of many new Customer
Relationship Management (CRM) software tools that totallyMAd is published by Newsclip.
allow sales people to manage and track customers’
preferences and behaviours relating to the use of Daniel is a member of the Advertising Media Association
specific products and services. CRM has often been of South Africa (AMASA) and a Pendoring Awards
referred to as the responsibility of a company’s Chief Committee member.
Information Offices, as it incorporates elements of
business knowledge with basic IT development. This GET IN TOUCH
Want to make a contribution? Want to share your opinions
was discussed at length in an iWeek article last year.
and stories about the media industry? We want to hear
from you.
Dr. Patricia Sorce of the College of Business notes,
“The major technology enablers for relationship updates@newsclip.co.za or call
You can email us atLupdates@newsclip.co.za
marketing have been the Internet and enterprise- us on (011) 288-6600.
wide management information systems. The former
allowed businesses, for the first time, to get low cost WE’RE ONLINE...
interactions with customers. The second allowed for a Media Update -Wwww.mediaupdate.co.za
firm to generate a single view of a customer across all Publicity Update -Wwww.publicityupdate.co.za
functional areas of a firm. Both of these systems totallyMAd - Wwww.totallymad.co.za
together allowed for customised communication with Data is provided for information purposes only. Newsclip shall not be responsible for any
direct or indirect or other damage of any kind whatsoever suffered or incurred by you
a single customer for very large firms. She again related to your use of, or your inability to access or use, the content of this publication.
shifts the weight of CRM towards technology, not Although we have taken all possible steps to ensure the validity of our sources, reliance on the
information contained in this update is used at your own risk.
losing sight of the important human interaction
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