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Jason Stewart

Co-founder & MD at HaveYouHeard
Location:Cape Town, South Africa

Profile

Jason Stewart is the co-founder and MD of HaveYouHeard (www.haveyouheard.co.za), South Africa's first specialist word-of-mouth marketing (WOMM) agency. Jason attended Red & Yellow School of Advertising, where he obtained a postgraduate higher diploma in marketing and advertising communications management and later went on to work abroad in Nigeria and the UK. Contact Jason on tel +27 (0)21 409 7863, email and follow @HaveYouHeard_SA on Twitter.
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The Great Facebook Swindle

South African brands are being swindled into spending money, time and effort on Facebook because of the hype and encouragement spread by 'social media gurus' as well as the world's infatuation with this sexy medium.

By Jason Stewart 21 May 2014 06:28

[Township Marketing]: Shopping preferences and social media in townships

There is much more of a focus on saving and spending wisely than there was three years ago. Yet this has balanced out with another trend in purchasing select 'status brands'. Both trends are prevalent in townships too. There is also generally a lot of excitement when the topic of social media comes up, but the reality is that economics and infrastructure are still lagging too far behind our capabilities. (video)

By Jason Stewart 27 Aug 2012 07:54

[Township Marketing]: Getting the township and people to talk

As outlined in previous articles, we are all influenced by peer pressure. We take cues from people we respect as 'experts in any given field' - whether it's our mom for household goods, our uncle the mechanic regarding what car to buy or our best friend, the style diva on what clothes to wear. We also look to high-profile people - those who get a lot of attention who could be national celebrities or else just well-known individuals. We are constantly absorbing what others are doing. (video)

By Jason Stewart 21 Aug 2012 07:58

[Township Marketing]: Brand Communication

In a recent conversation I was told, "Just because I am poor, it doesn't mean I have to look poor." We know that township aspirations are very high. Ask anyone in Gugulethu or Khayelitsha what brands they prefer and you will most likely hear the likes of "Gucci, Armani, Fabiani, Country Road etc." (video)

By Jason Stewart 17 Aug 2012 07:11

[Township Marketing]: Township Status

Our purchase decisions are largely made by proxy - by our peers, rather than directly by ourselves. Peer pressure is a key component to why we buy whatever, irrespective of our age. We always try to make what we believe is the right decision in the eyes of others regarding the brands we use. (video)

By Jason Stewart 15 Aug 2012 08:15

How to stimulate brand recommendations

Research organisations are constantly updating figures tallying how many branded messages are being pushed at consumers. In South Africa, we are currently being bombarded with around 900 branded messages per week. What is even more staggering is that only four of those messages break through the increasing advertising clutter to generate top-of-mind awareness.

By Jason Stewart 28 Jun 2012 14:51

Get people talking about your brand

The age-old saying that Word of Mouth (WoM) is the best form of advertising still rings true to this day as we now know, more than ever before, that personal recommendations from our friends have the highest impact on our purchasing decisions.

By Jason Stewart 26 Jun 2012 14:03

Three steps to making your brand 'talkable'

When it comes to branding in 2012, 'talkability' is currently one of the hottest topics internationally. It's consequently one of the most important questions which a brand custodian should be asking themselves today.

By Jason Stewart 20 Jun 2012 11:04

The challenge of negative word of mouth: Part 2

I'm going to be sharing my agency's step-by-step process on how to effectively deal with negative word of mouth (WOM). In my previous article I looked at sustained negative WOM. This article focuses on situational WOM and outlines a five-point plan to counter negative perceptions that are being spread.

By Jason Stewart 13 Jun 2012 10:05

The challenge of negative word of mouth: Part 1

I'm going to be sharing my agency's step-by-step process on how to combat negative word of mouth (WOM) in two consecutive articles. This first article looks at sustained negative word of WOM and how to effectively deal with it.

By Jason Stewart 6 Jun 2012 14:46

How to do brand storytelling

Word of mouth is very much experience-based: yours or someone else's. We love stories. They grip us. We can visualise scenarios and place ourselves in the same situation, but, most importantly, we start to believe in them.

By Jason Stewart 31 May 2012 07:33

How to spread word of mouth for your brand

Many businesspeople realise that, from a marketing perspective, word of mouth (WOM) is the most influential force with respect to how your consumers view your brand, especially regarding the decision of whether to purchase or not. But what's less known is how to stimulate WOM for your brand - and that's the focus of this article.

By Jason Stewart 5 Dec 2011 10:46

Nine step dummies guide to WoM marketing

When people talk excitedly about your products or services, they are a powerful magnet for attracting new customers and driving sales. Here are nine easy steps to word-of mouth marketing (WoMM).

By Jason Stewart 26 May 2010 07:40

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