by Paul Jacobson (@pauljacobson) If restrictions imposed by the proposed Control of Marketing of Alcohol Products Bill resemble those in the Tobacco Products Control Act, we could see virtually every means of advertising or promoting alcohol beverages being prohibited.
Category archives: Marketing
Shelf Life: Android in an iPad at Chocnology
Louise Marsland (@Louise_Marsland)’s pick of new product, packaging and design launches this week: a unique exhibition where technology and confectionery meet by Native VML and Nestlé; more brands get into the Christmas spirit with specials for the festive season; and Provantage shows brands the NightLife in communities they want to target.
For marketers, a new way to reach social influencers
by Herman Manson (@marklives) South African start-up Webfluential hopes to standardise business practices and offer transparent and accurate data on online influencers whom brand communicators can access, with a fair degree of certainty.
Free Sherlock Holmes: the Copyright Battle of Baker Street
by Matthew Rimmer. Who owns Sherlock Holmes, the world’s greatest detective? Is it the estate of Sir Arthur Conan Doyle? Or the mysterious socialite Andrea Plunket? Or does Sherlock Holmes belong to the public?
Shelf Life: Dove mirrors positive reinforcement for women
Louise Marsland (@Louise_Marsland)’s pick of new product, packaging and design launches this week: caring for moms and tots — Mommy Care launches in South; Africa; Pyrotec has the on-pack label market zipped up; Dove mirrors positive reinforcement for women; and Hungry Lion hunts with Moving Tactics.
The Ad Contrarian: The ‘engagement’ farce at the YouTube Music Awards
by Bob Hoffman (@adcontrarian) Online advocates have been trying to convince us that the proper measurement of online success is “engagement.” Engagement is a very imprecise and confusing term. Nobody can agree on what engagement means, how to measure it, or what value it has.
Africa Style: Why marketers can’t just delegate the Big Idea
by Masingita Mazibuko. It’s as easy to confuse the romance of the wedding day with the realities of marriage as it is to think that, once you’ve hit upon a communication idea that excites you, the job is done.
Marketing 101: Time to overcome the fear of commitment
by Odette van der Haar (@odette_roper) It’s time to discard the fear of commitment and, with the right tools, optimise your client-agency relationship to continue to generate work that is relevant, creative and results-orientated.
Shelf Life: Did KFC miss the global obesity memo?
Louise Marsland (@Louise_Marsland)’s pick of new product, packaging and design launches this week: Sea Harvest launches a whole new food category in SA; vote for your favourite Russian Bear designer vodka bottle; KFC dispels Hope with this press release; and, as if we didn’t have enough advertising clutter, we now have billboards on top of cabs!
Green Sky Thinking: Movement marketing
by Colwyn Elder (@colwynelder) Creating a consumer movement, as opposed to an ad campaign, is not new to the world of marketing but has certainly gained momentum over the past decade. The most obvious reason for this is the growth of social media, but I believe there is more to it than this.
The word ‘campaign’ describes an operation intended to achieve a particular objective. In our industry, this usually means trying to convince a group of people to choose your brand over another. It’s planned, targeted and, most often, involves an element of persuasion.
A ‘movement’ is more organic, albeit equally premeditated. Movements tend to take on a life of their own, and people join a brand movement because of like-mindedness and shared personal values. In other words, you stand for something and people choose to be a part of it; they’re buying into what the brand represents and not just buying the brand.