[Rose Setshoge] So, First National Bank (FNB) received an incredible volume of publicity recently; trended on Twitter, dominated other social media conversations, headlined peak hour news, talk shows opened lines for debate and met with the ruling party due to the 'You Can Help' campaign. Honestly, what more can a brand possibly ask for?
[Rose Setshoge] If your human billboard (HB) campaign lacks creativity, interactivity, research and most importantly strategy, then don't spend a cent of your marketing budget on this medium as in addition you'll waste effort, time and contribute to the population of killers. I'm not talking about handing out leaflets or waving and smiling interactivity but HBs should have some basic brand knowledge such as benefits, target market, few if not all key selling points in addition to interpersonal skills.
[Rose Setshoge] One can almost declare the death of consumer magazines. Whenever editors of these are interviewed on any medium, one can always predict where the conversation will lead even though the subject has already been established: declining circulation and readership figures.
[Rose Setshoge] Wimpy's recent Braille burger campaign from MetropolitanRepublic is a reminder of some important aspects that should be incorporated in most new campaigns for winning results. Several of these include the significance of paying attention to the market, incorporation of social issues and most importantly, simplicity. [video]
[Rose Setshoge] The two-day annual Gugulethu Wine Festival happened for the first time last weekend, with the objective being to tap into black consumers in Cape Town. The overall occasion was impressive but there is definitely potential to grow. Organisers and exhibitors have a few more lessons to learn, if this festival is to stay worthwhile in coming years.
[Rose Setshoge] A few days after Vodacom rolled out its rebranding television campaign, this heading was my Facebook status, which received interesting feedback. Some of the comments were: "One that is hugely irritating and noooooot creative! What a let-down and annoyance!", "Red stands for Danger", and "Boring Vodacom".
[Rose Setshoge] The previous year was both thrilling and challenging for many marketers, due to various breakthroughs. Some were brave enough to try some new strategies, simultaneously learning about the alterations happening within the marketplace, while others remained in their comfort zones without taking any risks. Here are some developments to anticipate in the year 2009.
[Rose Setshoge] Marketers and advertisers lose sleep over whether the brands they represent obtain maximum exposure, usually through the most creative tool-advertising. Indeed this has an important role to play within certain mediums, for certain campaigns. Here's another sponsorship opportunity: while Corporate Social Investment (CSI) is an instrument that has been in existence since the birth of public relations, many disregard its significance.
[Rose Setshoge] In the course of my profession, the interaction with marketers who have ideas to launch new products and services in the market is enthusing. Defining the market is one of the hardest exercises that marketers are confronted with.
[Rose Setshoge] The Times last week reported that a Nigerian model, Oluchi Onweagba, accused the local editions of Glamour and GQ of refusing to have her on the covers of the publications because she is black. If this claim is true - that indeed race is an issue - perhaps Conde Nast Independent Magazines need to find out how many black average issue readers (AIR) it has.