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Insight exchange 3
Insight exchange 3
Insight exchange 3
Insight exchange 3
Insight exchange 3
Insight exchange 3
Insight exchange 3
Insight exchange 3
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Insight exchange 3

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  • Theme that is topical / top of mind and seen to influence us Stats & facts both locally to keep track and globally to keep an eye on things to possibly come our way On-line advertising and mobile marketing is popping up more and more, hence the decision to have closer look at it
  • Generations reach: Source Period:01/01/2009-02/1 decreased from 27,294 mil in ‘07 to 27,068 in ‘08 1/2009
  • The question has evolved beyond what reach you can get from a channel but rather how effectively the selected channel works as part of the whole mix to engage the consumer
  • http://adage.com/century/campaigns.html
  • Journal of marketing: Filling up the nation : October/November 2008
  • http://www.eprop.co.za/news/article.aspx?idArticle=935 The growing popularity of convenience shopping is the driving force behind much of the change in the retail sector, with the large chains making determined moves to tap into this lucrative market. Large retailers such as Pick 'n Pay and Shoprite are using their franchise operations to obtain a bigger slice of the sector dominated by Spar, Seven Eleven and Foodies. The market is becoming even more congested with service stations such as BP and Caltex operating convenience stores. The convenience trend marks the return of the corner cafe. This is the direct result of franchised stores and forecourt stores at service stations being situated in residential areas and being run by families or self-starters
  • http://creativebits.org/inspiration/does_sex_advertising_sells http://www.fastcompany.com/blog/saabira-chaudhuri/itinerant-mind/nipples-nudity-and-small-striptease-american-apparels-new-ad-c http://www.media-awareness.ca/english/resources/educational/lessons/secondary/ethics/sex_in_advertising.cfm
  • http://en.allexperts.com/q/Marketing-1090/religious-marketing-2.htm http://www.tagonline.org/articles.php?id=48 Since 9/11, there has been a renewed dedication to family and faith. Attendance at Sunday church services skyrocketed in the month's following the disaster and has held up steadily.
  • http://en.allexperts.com/q/Marketing-1090/religious-marketing-2.htm
  • Religious Travel Directory is a great resource for Church Volunteers, National Denominations, Church and Mission Agencies, Church Executive Administration, Church Professionals and Professional Associations, Clergy and Youth Ministries. We put you in direct contact with religious group-friendly tour operators, cvb's, attractions, theaters and hotels, so you get the lowest group rates. Browse our directory resources and start planning your next religious group travel holiday now!
  • http://www.tagonline.org/articles.php?id=48 http://findarticles.com/p/articles/mi_m1058/is_10_125/ai_n25453435/ http://www.psychologytoday.com/blog/homo-consumericus/200812/the-brand-loyalty-religion-is-unsurpassed
  • Essensis: The Beauty Yogurt - Functional foods are set to become the next "big thing“, http://www.diet-blog.com/archives/2007/02/02/essensis_the_beauty_yogurt.php
  • http://www.goodnutrition.org/new/200901151.html
  • Online money-saving websites The new do-it-yourself attitude towards cooking has triggered a rise in cookbooks and recipe-swapping, while companies such as Kraft are re-introducing low-priced comfort foods that were popular during the Great Depression, such as Mac & Cheese.
  • Online money-saving websites The new do-it-yourself attitude towards cooking has triggered a rise in cookbooks and recipe-swapping, while companies such as Kraft are re-introducing low-priced comfort foods that were popular during the Great Depression, such as Mac & Cheese.
  • Making Waves: SOUL CITY, Author Alfonso Gumucio Dagron Soul City: http://www.comminit.com/en/node/1652/36 - Soul City has had considerable success providing knowledge and changing attitudes around health and other social issues America's Army and its official webpage contain links to the "Go Army" recruitment website, another recruiting tool that, according to the Army Subcommittee Testimony from February 2000, has a higher chance of recruiting than "any other method of contact.“^ a b Hodes, Jacob; Ruby-Sachs, Emma (2002-08-23). " 'America's Army' Targets Youth ". The Nation. http://www.thenation.com/doc/20020902/hodes20020823 . Retrieved 2008-10-28. 
  • Transcript

    • 1. D121109
    • 2.  
    • 3. Year in review
    • 4. Year in review
    • 5. Year in review
    • 6. Year in review
    • 7. Year in review
    • 8. Year in review
    • 9. Year in review
    • 10. Looking ahead…
    • 11.  
    • 12. Intro <ul><li>Identify a theme to review </li></ul><ul><li>Highlight key statistics & interesting facts </li></ul><ul><li>Today’s theme: media </li></ul>
    • 13. 27% growth in internet ad-spend ’07-‘08 In 1978, 80% of US adults could be reached with 3 x 60” spots – by 2002, it would take 117 prime time spots Strictly Come Dancing is the world’s most successful reality format (Guinness Book of World Records) Jan-Aug ‘09, TV ad-spend has seen an increase YOY from 53% to 57% and print a decline from 30% to 27% Ad-spend increase YOY has slowed down from 15%+ in the past 4 years to only 5% in 2008 <ul><li>Best reach against all South African adults: </li></ul><ul><li>TV: Generations (31.3%) </li></ul><ul><li>Print: Jet Club Magazine (18%) </li></ul><ul><li>Radio: Ukhozi FM (17.9%) </li></ul><ul><li>Press: Daily Sun (14%) </li></ul>Cinema saw the highest media inflation in 2008 at 13.7% and 2007 saw radio leading at 18% In SA, the number of TV channels increased from 67 in 2004 to 92 in 2009 ad-spend media proliferation reaching audiences Number of people watching TV P7D has decreased by more than 200,000 ‘07-’08 Radio audiences have increased by nearly 1 million from ’05-‘08 inflation
    • 14. <ul><li>Size is no longer the only thing </li></ul><ul><li>that matters! </li></ul>
    • 15.  
    • 16. Trends <ul><li>Human truths, the way people connect with your communication </li></ul><ul><li>The new corner café, the evolution of the garage shop </li></ul><ul><li>Risqué, society is getting explicit, is your brand? </li></ul><ul><li>Religion, no longer forbidden </li></ul><ul><li>Daily supplement – the vitamin culture, staying healthy is still big </li></ul><ul><li>Thrift, re-duce, re-use, re-cycle </li></ul><ul><li>Edutainment, voluntary learning about your brand </li></ul><ul><li>Multiple doors, different ways for consumers to find you </li></ul>
    • 17. Human truths The way people connect with your communication
    • 18. Human truths <ul><li>“ And that's because the greatest advertising isn't great for moving merchandise any more than the greatest literature is great for compelling plots. Somehow -- in the service of carmakers and brassiere manufacturers and car rental agencies -- these campaigns have discovered our humanity . They have touched us, understood us, reflected our lives and often enough enriched them.” </li></ul><ul><li>- Bob Garfield Ad Review </li></ul>
    • 19. Human truths MasterCard
    • 20. The new corner café The evolution of the garage shop
    • 21. The new corner café <ul><li>“ You need to make sure that the offers you make available are suitable for the relevant market.” </li></ul><ul><li>- Garth Greyling Engen’s retail marketing strategist </li></ul>
    • 22. The new corner café <ul><li>The growing popularity of convenience shopping is the driving force behind much of the change in the retail sector </li></ul><ul><li>Large retailers such as Pick 'n Pay and Shoprite are using their franchise operations to obtain a bigger slice of the sector </li></ul><ul><li>The market is becoming even more congested with service stations such as BP and Caltex operating convenience stores </li></ul><ul><li>The convenience trend marks the return of the corner café </li></ul>
    • 23. New categories Caltex + Fruit & Veg City Wild Bean Café Woolworths + Engen DVD rental kiosk
    • 24. <ul><li>How much of your volume goes through </li></ul><ul><li>c-stores? </li></ul>
    • 25. Risqué Society is getting explicit, is your brand?
    • 26. Risqué <ul><li>“ ‘ Sex sells’, claims the old and undeniably true adage. We are sexual beings. Advertisers use this attribute by trying to associate their products and services with sexy imagery hoping that some of the hotness gets attached to their brand in the consumer's subconscious mind.” </li></ul><ul><li>-Ivan, </li></ul><ul><li>Creative Director, WebMediaBrands </li></ul><ul><li>“ But sex influences people in additional ways…” </li></ul><ul><li>-Dr. Tom Reichert </li></ul><ul><li>sexinadvertising.com </li></ul>
    • 27. Risqué <ul><li>There is a lot more risqué advertising, not only worldwide but also in South Africa in communication </li></ul><ul><li>Being risqué is no longer taboo </li></ul><ul><li>Culture is more accepting of openly explicit themes </li></ul><ul><li>Does sex in advertising achieve your message, and not just impact? </li></ul>
    • 28.  
    • 29. Risqué Medal Paints Teazers American Apparel Diesel Steers
    • 30. <ul><li>Sex does sell, sex does get impact, BUT it must support your brand personality </li></ul>
    • 31. Religion No longer forbidden
    • 32. Religion <ul><li>“ Generally speaking, there are two subjects one doesn't talk about if one doesn't want to invoke a controversy: religion and politics. Both are very sensitive subjects and usually everyone has an opinion, being right or wrong.” </li></ul><ul><li>- allexperts.com </li></ul>“ Marketing scholars generally pay scant attention to religion, and companies often only acknowledge fundamentalists when faced with an organised boycott resulting from religious-based objections to a product. However, the rise of fundamentalism among all major world religions is a movement that marketers can no longer ignore.” - Nancy Wong Assistant professor of marketing, Georgia Tech College of Management
    • 33. It’s becoming something else Social hub Political platform Retail channel
    • 34. Religion <ul><li>“ Based on the findings, firms may wish to take a much more proactive stance in terms of developing relationships with religious fundamentalists, as their need for predictability makes them a particularly attractive segment.” </li></ul><ul><li>-Study: “Religious Fundamentalism and Brand Connections” </li></ul>
    • 35. Cell C Gospel Life starter pack Premier tourism marketing
    • 36. <ul><li>Is this a viable segment for your brand? </li></ul>
    • 37. Daily supplement – the vitamin culture Staying healthy is still big
    • 38. Daily supplement – the vitamin culture <ul><li>“ Consumer focus on the use of supplements for healthcare is growing stronger in a host of segments.” </li></ul><ul><li>Nancy White </li></ul><ul><li>Marketing Director, Natural Marketing Institute </li></ul>
    • 39. Daily supplement – the vitamin culture <ul><li>People are no longer just looking to pills for their daily vitamin intake </li></ul><ul><li>Much of this trend has to do with the positioning of the products and services in consumers’ minds </li></ul>
    • 40. Coca-Cola Marketing Vitamin Water, although its effectiveness has been questioned A Japanese woman receives an intravenous vitamin supplement at the Tenteki Café in Tokyo Attempt by Danone to create a “beauty-from-the-inside&quot; yoghurt - a cosmetic product Nutritional supplements for pets have become a fast growing business Coca-Cola: Love Body, it burns calories & contains an ingredient rumoured to increase bust size
    • 41. <ul><li>Does your product deliver a nutritional / vitamin benefit? </li></ul>
    • 42. Thrift Re-duce, re-use, re-cycle
    • 43. Thrift <ul><li>“ The recession has brought about a new cultural mindset: conspicuous consumption has given way to frugality.” </li></ul><ul><li>- Euromonitor International Strategy </li></ul>
    • 44. Thrift <ul><li>DIY has increased, they are repairing their own cars, self-medicating, carrying out home beauty treatments, growing their own vegetables </li></ul><ul><li>Since the start of the credit crunch, an increasing number of websites and blogs have been devoted to achieving thriftiness </li></ul>
    • 45. Easiest to see on the net
    • 46. <ul><li>Many companies are using this opportunity to build loyalty. </li></ul>
    • 47. Trade-in / Get-rid “ GET RID OF YOUR JEANS FOR GOOD” Trade in your old jeans and get a R200 voucher Trade-in your old mobile & get store credit at CNA or Edgars
    • 48. <ul><li>Are you helping your customers remain loyal through thriftiness? </li></ul>
    • 49. Edutainment Voluntary learning about your brand
    • 50. Edutainment <ul><li>“ Every time we turn on the television, we are presented with edutainment. It is the basis for successful commercials around the world.” </li></ul><ul><li>Leah Carey </li></ul><ul><li>Journal of Cancer Education </li></ul>
    • 51. Drivers Content There’s a large opportunity for brands to create relevant and meaningful content to deepen and surround their brand promise via the TV. Consumers can access educational content, games, or virtually any type of brand relevant content. Technology Bill Gates predicted in the 1990s that edutainment would emerge when convergence technology was sufficiently developed and available to the masses. Today, this is a reality through Mobile, Interactive TV & the Internet
    • 52. Edutainment in action Built “the Soul City Edutainment Model” – expanded into nine African countries America’s Army – Realistic Army Combat + “Go Army” Recruitment
    • 53. <ul><li>Are we educating in the right way? </li></ul>
    • 54. Multiple doors Different ways for consumers to find you
    • 55. Connect <ul><li>“ Give your eager and enthusiastic customers multiple ways to find you, connect with you and talk about you.” </li></ul><ul><li>-Sheila Scarborough </li></ul><ul><li>Social media journalist </li></ul>
    • 56. Multiple doors <ul><li>Using different mediums to help your consumers find you is nothing new </li></ul><ul><li>It is, however, growing and evolving with evolution of the internet and social networking </li></ul><ul><li>For example, when someone becomes a fan of your Facebook page, a note to that effect goes onto that individual’s personal profile page, meaning you have a new link to many different users </li></ul><ul><li>Using different URLs or links with different meaning but the same result, different people can be reached </li></ul><ul><li>IE Different messages that lead to the same destination </li></ul>
    • 57. Multiple URLs
    • 58. Campaign
    • 59. Summary <ul><li>It’s up to you </li></ul><ul><li>These trends are REAL </li></ul><ul><li>Choose one, make it happen </li></ul>
    • 60.  

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