UCT Unilever Institute of Strategic Marketing

A world first, the Wildfire Index is the product of an extensive independent research study conducted Research Surveys. Heralded as a breakthrough new marketing tool, the Index has been created specifically for the South African market and provides marketers with a practical tool for identifying and communicating with their brand ambassadors or 'igniters'. For the first time companies will also be able to measure the talk value of their brands.

The Wildfire Index seminars will outline the creation of this easy-to-use tool and the panel of experts from the UCT Unilever Institute and Research Surveys will demonstrate how the index works in practice, giving real-life examples of the "Wildfire" performance of many leading South African brands.

Recognising the shift away from conventional marketing - and the shift from consumer to prosumer - the researchers on this cutting-edge project examined the power of 'word of mouth' and its impact on brands. With this basic premise in mind researchers examined three key elements: an individual's degree of optimism; their personal network; and their level of influence over this network. Looking at how these elements interact, the researchers came up with an index which will help marketers identify which users of their brands are their biggest 'igniters'. Among other functions, the Index will help marketers to accurately recruit these 'igniters' as brand ambassadors.

Director of the UCT Unilever Institute, Professor John Simpson, believes the Wildfire Index will become an indispensable marketing tool that will revolutionise marketing in South Africa. "Used properly, the index will not only help marketers identify their brand igniters, but will give pointers on how to influence these igniters to spread positive news about certain brands like wildfire. By attending these seminars marketers will discover how to measure their brands 'wildfire performance' and predict its future growth," he said.

Urging marketers and business people to attend the seminars, Professor Simpson explained that the seminars will give delegates a better grasp of exactly which tone of voice sparks their target audience's hot buttons, as well as an excellent understanding of what media has the greatest impact in igniting 'brand talk '.

The Wildfire presentations will be held nationwide in May:

Durban: 9 May (8:30 AM to 12 PM), Riverside Conference Centre, Durban North

Johannesburg, 10 May (8:30 AM to 12 PM), The Pharmaceutical Society, 52 Glenhove Rd, Melrose Estate

Cape Town, 12 May (8:30 AM to 12 PM), Old Mutual Business School, Jan Smuts Drive, Pinelands

Pricing: Non-members = R1 380 pp (VAT incl) / Members = R1 035 pp (VAT incl) (25% discount on above price). There is also a 10% early bird discount if bookings are made before April 1, 2006.

For bookings go to www.unileverinstitute.co.za, call Amanda on (021) 650 5213 or email: