The 'constantly updating' aspect of running a digital business

When your business operates in the digital realm, you need to use databases to optimise your results. Aaron goes so far as to call information the lifeblood of the Benater Group, explaining that they have a team of developers that work with their in-house mathematician to constantly improve the database. This is by no means a one-off, stagnant process as they constantly look at the needs of the business and update their databases, reporting and systems to evolve with our business.

I got further detailed insights from Aaron below...

1. Tell us about the company's origins in 2007, and how it sprung from working together at Hollard.

Danny Aaron

Aaron: When I was first employed by Hollard, they didn't really have a website or any website marketing. My first task was to find some clever ways to get website traffic and generate leads for the Hollard call centre. Tom was actually my line manager as I joined. Slowly, we started spending some time together and exchanging ideas. Eventually, after 12 months, we both agreed to leave and start 3 Way Marketing. Having worked at Hollard, many of the large media agencies would come and pitch for Hollard's business, promising nothing more than pretty pictures and good Powerpoints. After learning that everything digital is measurable, we started realising that performance-based marketing can be a reality. We left taking Hollard as our first client and, until this day, 3 Way Marketing is still one of Hollard's key performance marketing partners. Click here for more on 3 Way Marketing.

2. How exactly does Benater work, as a holding company?

Aaron: The structure is quite simple. Benater holds shares in numerous companies. In some, the shareholding is as little as 10%, whereas in others, the shareholding can go up to 100%. Each of the businesses within the Group have their own Managing Director and staff. Companies are run independently and most companies in the Group benefit from the marketing expertise of 3 Way Marketing, the main trading company in the Group. Benater invests in start-ups, starts its own businesses and invests in established businesses that complement the existing group. Benater also has property investment, which facilitates the existing and new businesses to work closely together and benefit from the expertise the Group has developed.

3. Talk us through how you generate high quality leads.

Aaron: We make use of numerous channels to gather leads. These include Google PPC advertising, SMSes, Automated Voice Messages (AVM), TV, taxis, airtime vouchers, email marketing, social media and more. Because our business model hinges on offering clients tangible ROI - we don't get paid if we don't deliver - we take a risk with each campaign we embark on. As such, unlike other marketing companies that get paid regardless of the success of their work, we critically assess each of our campaigns. We are confident in our service and are happy to take the risk on each new campaign, knowing that our expertise will guide us in generating the high-quality leads that our clients require.

4. Interesting. Talk us through the 'risk basis/pay for what you get' model.

Aaron: Traditional marketing firms would usually start work for their clients after they receive a deposit and they only deliver the final product after they receive the final payment. We believe this model shows that these marketing firms do not have faith in their own products/services and that they aren't necessarily able to help their clients with what they ultimately wish to achieve i.e. confirmed sales.

Shot in the Benater offices

3 Way Marketing spends millions of rands each month, without any guarantee that we'll get paid by our customers. Because we are confident in our model, we are able to work almost entirely on risk. We agree on the marketing campaign with our clients and we perform the marketing on their behalf. We use technology to track our marketing efforts and we measure the conversions. We also go a step further and contact certain leads that our clients were not able to convert and we give our feedback to the clients to help them improve their in-house conversion processes. We have learned so much by going through this process to assist our clients that we have decided to use this knowledge to open our own call centre, where we sell some of our clients' products on their behalf.

5. Elaborate on 3Way Marketing and how it ties the rest together, leading into Joyspring's aggregation services across the continent.

Aaron: 3 Way Marketing is the core of the Benater Group. It employs 120+ staff and continues to grow impressively. 3 Way Marketing understands marketing very well and is in a position to assist other businesses in the Group with their marketing initiatives.