startupAFRICA

Nedbank has partnered with Cuemanbeing

In conversation with Anele Zondi

Zanele Ngoyi Q&A

Quick chat withSanele Thusi

www.startupafrica.co.za

JANUARY 2020 | ISSUE NO. 15

DALE HEFER &KHENSANI NOBANDA

Connecting marketers andpromoting businessess

LESSONS FROMIMA PETER

A brand’s guide to survivingthe new year

HOW TO GROWYOUR BUSINESS

Marketing strategies to helpyou grow your startup

Marketing is Business

AFHCO

• Benoni• Braamfontein• Centurion • Doornfontein• Fashion Precinct• JHB CBD

• Marshallstown• Midrand• Modderfontein• Newtown• Northgate (JHB North)• Pretoria West

• Randfontein• South Hills (JHB South)• Soweto• Springs• Tembisa• Vereeniging

For quality, cost e�ective rental/sale apartments and commercial/retail space

CONTACT US TODAY

fl atstolet@afhco.co.za / shopstolet@afhco.co.za /apartmentsforsale@afhco.co.za

087 075 1278

AREAS:

Editor's Note

Features

Exclusive Interview

Ima Peter

DOs and DONTs

Refiloe Mapitso Thaisi

Family Meals

Teboho Rasoaisi

Experiential Marketing

Tintswalo Maluleke

A note from the Editor-in-Chief

Baradi Moletsane

I developed a strategy for a Marketingworkshop early in 2019. Themed “The Day inthe Life of a Marketer” the purpose of theworkshop was to educate corporate staff aboutthe power of marketing within corporate.Needless to say, I did not get the opportunity toroll it out due to vast changes within theorganisation that I had intended to introducethe idea of the workshop to. I’d like to believe that I have been in thecorporate space for a considerable amount oftime and I don’t know how many times I havehad to (not that I mind) educate youngprofessionals about what wonders a marketingbusiness unit or what marketers can do as asupport function of any business.

I was so tired of hearing comments such as“you’re so lucky that you work in Marketing, Ihear you guys know how to party it up and havea good time while some of us work tirelessly”, orhearing about false misconceptions on howmarketers pop champagne on Fridays becauseapparently, a marketing business unit

within corporate exists for one primary purpose: “goodtimes”. My only wish is that people could understand thatmarketing, when used correctly and efficiently, can helpelevate a business in so many ways. Marketing is thedoorway that allows companies to engage with theircustomers effectively, additionally, marketing also works asa tool that can help build a relationship between a businessand its customers. It is important to understand that there are variousfunctions that fall under the umbrella of Marketing –Customer Experience, Market Intel, Public Relations, SocialMedia etc. that, when used sensibly, can really help positiona company well in the eyes of the public. My team and Iwere excited to put this issue together as we believe that it can work as a simplistic marketing toolkit for smallbusiness owners and for those who want to learn moreabout the fundmentals of marketing. It doesn’t end here –to kickstart 2020 on a powerful note, we’ve teamed up withDale Hefer – Founder and CEO of the Nedbank IMCConference, as well as Khensani Nobanda, who is theGroup Executive of Marketing and Corporate Affairs atNedbank. Essentially, these marketing extraordinaires are workingtogether in order to spread the word about what Marketingcan do for brands/businesses. With the philosophy“Marketing is Business”, The Nedank IMC Conferenceseeks to connect marketers and promote the business casefor marketing. Without giving it all away, I’d like to encourage you to visitthe The Nedank IMC Conference site on:imcconference.com, for more information on what theconference has to offer, over and above the issue. To my startupAFRICA friends and family, a warm welcometo 2020 and happy reading! Doesn’t it feel good to be in the newyear?

C O V E R S T O R Y

D A L E H E F E R A N DK H E N S A N I N O B A N D AMAKING ROOM FOR MARKETING AT THE BOARDROOM TABLE

BY BARADI MOLETSANE

I ’ve been so eager for my teamand I to put together an issuethat focuses on the theme “ThePower of Mar ket ing”.Thr oughout my 20s, I ’ve spent acouple of year s in Cor por ate SA,having to educate (not that Imind) young cor por atepr ofessionals about theimpor tance of mar ket ing andhow mar ket ing tools ar en’t just a“nice-to-have” within a business.Par t of my mission to educatecame fr om being t i r ed of hear ingmy fel low col leagues ( fr omvar ious business units) t r ivia l isethe r ole of the mar ket ingdivision within the business. Andso, when I was intr oduced to

Dale Hefer , who is the owner andCEO of the Nedbank IMCConfer ence, a bestsel l ing author ,and for mer businesswoman ofthe year – I knew I had to makethis happen. And why is this?Dale happened to t ick the boxes- wel l infor med and ambit ious,our vision to expose the r ealpower of mar ket ing was al igned.Dale star ted thr ough-the-l ineagency Chi l l ibush fr om asubur ban gar age in 1998. Theagency was r anked a topthr ee South Afr ican agency byFinweek and the Financial Mai l .She sold Chi l l ibushin 2014 at a t ime i t was bi l l ing inexcess of R100m per year .

During her time running the agency,Dale was a finalist in the Ernst andYoung Global Emerging Entrepreneurawards as well as in South Africa’sMost Empowered Females inGovernment and Business Awards. She was also SA Businesswoman of theYear. With her passion to continue exposingthe real power of marketing, she wrotethe critically acclaimed and bestsellingmarketing book “From Witblits toVuvuzelas – Marketing in the NewSouth Africa”. The Sunday Timesreviewed the book saying “There issomething special about reading anuncompromisingly South African bookthat could take its place with the bestof its genre on internationalbookshelves”. Andy Rice described it as a book thathas “Done the industry a service,”while Jeremy Maggs says that it’s“Well worth the read”. In 2018, Dale bought the IntegratedMarketing Conference (IMC) – a topmarketing conference that wasoriginally launched in 2010.   In 2019she re-launched it in partnership withnaming sponsor – Nedbank.  The 2019Nedbank IMC Conference was themed“Marketing Gets Naked.  It’s about thebottom line”.  The conference was soldout a month in advance with over 650delegates.

With Nedbank now playing a vital rolein the conference, it seemed natural tosource a few words of wisdom fromKhensani Nobanda, Group ExecutiveMarketing and Corporate Affairs forNedbank. Like Dale, Khensani firmlybelieves that marketing is businessand that it deserves a place at theboardroom table. Why do you think it was important forNedbank to partner with the IMCConference?Khensani: We bought into Dale’svision as the IMC journey is one that isfamiliar to us.   It aligns with ourpassion to innovate as a way ofensuring that the marketing functionmaintains and grows its relevance as akey competitive component andstrategic enabler of any business. Weare very happy that the conference ispresented in association with MASAand endorsed by the IAB SA. One ofour key objectives in partnering withthe IMC is to generate crediblethought leadership. These associationsdefinitely entrench the credibility ofthe conference. What inspired you to establish TheNedbank IMC conference? Dale: I didn’t establish the conference;it was established in 2010.  I boughtthe IMC Conference in 2018 andre-launched it in 2019 as the NedbankIMC Conference. Happily, it was soldout a month in advance and was twicethe size of any preceding IMCConference.  Please see our website atthis link for the chronologyhttps://imcconference.com/company/

 African marketers are sick of sales

  Furthermore, they prefer one dayof hard-hitting and compellingpresentations from industry leadersrather than a conference spreadover several days;The youth in the industry need a

And what have you learnt throughoutthe journey? Dale: Since buying and re-launchingthe conference I have learnt thefollowing;

pitches and death by PowerPoint atconferences;

stronger voice, a voice that holdsweight and can inspire and teach. I have also learnt that marketing stillneeds to take up its rightful place atthe boardroom table.  Corporateprofessionals tend to see it as the poorcousin, which is unfortunate becausewhen marketing is used efficiently, ithas the power to elevate any business. My trademark is Marketing isBusiness™.  I am on a mission to provethis! Why do you think Marketing is crucialin business? Dale: Simply put, I believe it is theengine room of business. Can you name one of, or perhaps afew items that we can look forwardto?Dale: Our keynote is being presentedby marketing legend FernandoMachado.  Fernando is the GlobalChief Marketing Officer for BurgerKing and has been making waves in theindustry. 

Fernando is flying in from Miami forthe day.  The agenda incorporates 18renowned industry players and ourMC for the day is Joe Public boss PepeMarais.  We will also be awarding the2020 Nedbank IMC Bursaries. What plans do you have for theconference in the near future? Dale: To get it to 1000 delegates by2021.  Khensani: We are fully aligned withDale’s mission to uplift the youthwithin the industry.  In 2019 westreamed the conference live onFacebook – a first of its kind.  Withfuture conferences, we plan oncontinuing to make this valuablethought leadership available to all –even if they can’t afford to attend onthe day.

What is one of the biggest challengesthat you faced workingon the conference? Dale: People’s perception ofconferences in SA.  Boring, long-winded and PowerPoint driven. And lastly, brief but powerful wordsof advice on Marketing for smallbusiness owners… Dale: Make marketing central to yourbusiness. No matter how small youroperation – even if it is just one person– focus on building your brand fromday one.  Set sales and marketing goalsand measure them as you go.  Becurious.  Research actively.  And neverforget to have fun with yourmarketing.  Although it is a criticalbusiness imperative, it is also a fieldwhere you can really be creative!

AT THE NEDBANK IMC 2020, 16 SPEAKERS WILL BE WORKING UP A SWEAT TO SHOW WHAT WORKS. AND WHAT DOESN’T.

• 16 Speakers, one day• International keynote – Fernando Machado, Global CMO Burger King; • Ted Talk format – no death by power point;• No sales pitches

THE 2019 CONFERENCE WAS SOLD OUT.

19 MARCH 2020THE GALLERIA, SANDTON, JOHANNESBURG

Marketing still doesn’t sit with the grown ups around the Boardroom Table. Why?

VIEW AGENDAVISIT US CONTACT USBOOK NOW – R5000 TO END DECEMBER

IMA

PE

TE

R

2020 VISION

a brand’s guide tosurviving the new year

In 2020 we will face new challenges as well as thesame old ones. Brands will want to generate buzz, bybeing provocative but avoid the backlash of steppingthat one step too far over the line. So here’s the challenge: Organic reach is falling andattention spans are shrinking, but video content isbooming. So far we have seen, Social media,Reputation Management and Content Marketingcontinue to dominate, but can your brand dothe same in 2020? Here are 5 tips to hitch your brand-wagon firmlyonto 2020 2020 the year of Trust There is an ongoing battle for trust, as consumers areskittish and sceptical of brands, and this has damagedmany businesses' bottom line. One report evenestimated that brands lose around $2.5 trillion peryear because of lack of trust from audiences. Thatmeans trust must be a priority for PR strategiesin 2020. Trust me on this. 2020! The year of social media - influencerreckoning The influencers “influence” will be truly exposed in2020. Those who bought “likes” as if it was on a BlackFriday special and falsified engagements, will beunder a microscope. The fact is if influencers aren’tcreating a valid, measurable return for brands theirtime is up. Consumers are no longer buying into influencers whorep brands that aren’t authentic or relevant to them.Brands are getting smarter about verifyinginfluencers and tracking ROI and investing in theright media mix as well. 2020 will continue to see thefavouring of micro-influencers over macro-influencers #QualityOverQuantity Social video will drive consumers in 2020 Video continues to be consumers’ favourite type ofcontent from brands on social media. In fact, videoads were the number one way consumers discovereda brand. This year, YouTube outranked Facebook asthe #1 platform that affects consumer behaviour.Consumers consume video first and YouTubeunderstands this.

2020 the year of true interactive content(Gamification amplified) Yes, content is king, but consumers are nowdrowning in content, and with shorter attentionspans, how do you expect to capture the consumer’sattention? 2020 will be the year to see moreaugmented/virtual reality, gamified quizzes and polls,online events and shop-able posts. Storytelling can’t be your only online focus for yourcontent in 2020. It has to be interactive to succeed inkeeping your customers engaged. If you don’t do it,your competitors will. Content Marketing takes its place in 2020 Content marketing has become a key part of PRstrategies. Public Relations, which has focussed onhow to positively affect a brand’s reputation, hasevolved into reputation management, growing,guarding and protecting the brand's reputation. Well-tailored content helps keep this mission firmlyon track into a new decade. For your audience toview you as an expert you will want to create contentthat showcases your expertise – compelling contentthat has a view on the latest trends and offers uniqueinsights. As your audience sees your expertise in action, yourbrand's reputation will grow. This is why we will see the true marriage of ContentMarketing and Public Relations in 2020. 2020 promises to be a year that will push thestandard of Public Relations. Follow Ima Peter @JHBPRGIRL

TintswaloMalulekeMarketing Wonder Woman 

C E O A NDF O UNDE R

PM Marketing Solutions

"don’t ever expectanyone to do anything foryou"

The startupAFRICA team managed to catch up with Marketing Guru, Tintswalo Maluleke, who decidedto ditch the corporate scene after realising that her talent lies in Talent Management and Marketing. Witha passion for inspiring the masses motivation and spiritual recourse, she has made it her goal toshowcase the talent of upcoming record artist (more especially gospel artists) who she believes cantakeover SA’s music scene by storm.

What is it that you do for a living andwhat are you currently known for?I am Tintswalo Maluleke, the CEO andFounder of PM Marketing Solutions. Iam also a Motivational Speaker – knownas the Motivational Up Lifter and asuccessful business woman. Name two things that you appreciateabout the industry you work in…The loving and overwhelming presenceof God and the Holy Spirit, also theguidance that God has afforded me. Itook a shot in the dark by deciding toventure into this career – it is rewardingand challenging in equal measure. Three words that best describe you?Talented, phenomenal, andhardworking! If you had to host three iconic peoplefor dinner, who has a seat at your table?Cassper Nyovest, TD Jakes, and EllenDegeneres

What’s the most important lessonyour line of profession has taughtyou?To never underestimate the power,talent and knowledge that God hasvested upon me. And the challenges within thisprofession/industry?Discernment and the ability to makegood decisions in the ArtistManagement role that I execute. Who in your profession do you lookup to?I haven’t identified a person whodoes everything that I’m doing.I have really been that figure tomyself, if I must say so.

"Don't doubt yourself"

What do you wish you would haveaccomplished (by now) in your life?I'm still new in the game but one of thegreatest accomplishments is to createemployment for the youth – the journeyhas been so phenomenal! Finish this sentence: The career pathI chose to follow allows me to…Be myself. A word of advice for the South Africanentrepreneur/business aspirant…Support is vital when starting a business– but don’t ever expect anyone to doanything for you. You need to learn towork smart and be self-sufficient. Don’t ever doubt yourself, Rome wasnot built in a day. Continue to dream,execute as much as you dream – you willget there.

Social Media Facebook – Tintswalo Maluleke Instagram – @Tintsy_Belle Twitter – @Tintsy_Belle Linkedin – Tintswalo Maluleke

MEET JHB’S DIGITAL

MARKETING EXTRAORDINAIRE

TEBOHO RASOAISI

By Baradi Moletsane

"create agoodnetworkofpeoplearoundyou"

WWW . S T A R T U P A F R I C A . C O . Z A

I recently caught up with Teboho Rasoaisi – Afierce and hard charged Digital MarketingSpecialist, whose call of duty is to assist smallbusinesses to grow their digital presence,generate leads and increase sales online.  With a burning passion to revolutionise theway in which brands do their business, Tebohohas made it his mission to educate the massesabout how his line of work can help bring themone step closer to changing the businessgame…

Name two things that you appreciate aboutthe industry you work in…I appreciate the people who understand theeffectiveness of digital marketing, who areconstantly trying to push the envelope andlooking for innovative ways to getthe best results out of their digital efforts andmaximize ROI for clients. Three words that best describe you?Energised, engaged, analytical. If you had to host three iconic people fordinner, who has a seat at your table?Elon Musk, Black Coffee and MalcolmGladwell.

WWW . S T A R T U P A F R I C A . C O . Z A

What’s the most important lesson your line ofprofession has taught you?Data is essential and can help you makesmarter and more educated decisions for yourbusiness. Any business with a website, a socialmedia presence, that accepts electronicpayments of some form, etc. has data abouttheir customers, user experience, web traffic,customer purchase behaviour and more. Allthat data is filled with potential if you can learnto access it, draw insights and make informeddecisions to improve your business. Also, it hastaught me that patience is a virtue andconsistency is key. To be effective, solveproblems and add value – one has to exercise agreat deal of patience andbe consistent. Who in your profession do you look upto?Neil Patel – He is an incredibly knowledgeableand a practical digital marketer. He also has afirm understanding of the digital landscape andknows how to utilise digital effectively to growbusinesses. What do you wish you would haveaccomplished (by now) in your life? I wish I had more time and capacity to assistand educate more SMMEs that are unaware ofthe effectiveness of digital marketing. I desireto equip them with the knowledge andguidance to use effective digital tactics inorder to attract customers online, increasesales and help their business grow. SMMEsare the key to job creation and also globallyknown to be the mechanism to generate newjobs in society. With high unemployment inSouth Africa at the moment, SMMEs arepositioned to provide job opportunities and tocontribute significantly to the GDP. Finish this sentence: The career pathI chose to follow allows me to… create value by assisting small businesses growtheir online presence, generate quality leads(potential customers) online and increase salesfor their business.

A word of advice for the South Africanentrepreneur/business aspirant… be patient, create a good network of peoplearound you and take it one day at a time – asWill Smith once said: “You don’t try to build awall. You say ‘I’m going to lay this brick asperfectly as a brick can be laid,’ and you do thatevery single day, and soon you have a wall.” Where on social media can we catchyou? Twitter - @tebohorasoaisi Facebook - Teboho Rasoaisi Instagram: @tebohorasoaisi LinkedIn: Teboho Rasoaisi

Refiloe Mapitso ThaisiSHWESHWEKINI ACTIVE WEAR

SOTHO GIRLDIARIES

REVOLUT IONAL IS ING SWIMWEAR ONE

TREND AT A T IME

Can you share with me how your 2019 was – projectscompleted, achievements, lessons etc.?If I could give a theme to my 2019 experience, it would

be Change. I underwent many changes this year, from

moving from Cape Town to Johannesburg in February to

be closer to family and to push my business, to

completing my Masters research for my MPhil Human

Rights Law Degree and to finally leaving my job to

pursue my dream of building my own empire. Moving to

Joburg was always a goal for me and leaving my job to

pursue my dream was always in the pipeline. So, to have

challenged myself to take that plunge was incredible and

I’m super proud of myself. I have learnt that change is

good and the only change you’ll never know is the one

you have never answered “yes” to.

Meet Refiloe Mapitso Thaisi, the owner of – Shweshwekini

Active Wear, a range of Shweshwe inspired swimwear and

active wear for men and women, inspired by the Basotho

culture. Merging contemporary style with traditional

textiles, Shweshwekini is Thaisi’s most ambitious project

to date. She hopes to continue weaving historic African

culture into elegant garments, and is currently focusing on

the business side of her fashion enterprise.

By Baradi Moletsane

Three words that best describe you?Humbled, eclectic and tenacious

Name one thing you love about your line of work…I love how Shweshwekini connects me to all the people I

have looked up to my whole life. It allows me to do the

things that I thought I would single handedly do, like

guest speaking, travelling, and being on TV and radio. I

get to tap into those zones or elements once in a while

and it feels great.

What is Fashion (in your opinion)?Fashion is an artform in which we express who we really

are. When viewed this way, fashion is timeless, relevant

and relatable.

Who was the last person you had a lengthy phoneconversation with?A new friend I met while I was traveling this past week.

When you have 30 minutes of free-time, how do youpass the time?Sitting in silence and listening to calming music, I enjoy

moments of self-reflection too.

What’s the most important lesson your line ofprofession has taught you?Nothing moves without a sale and you must make those

sales happen. Basically, I must show up every day,

whether it’s ensuring that my customer is happy, or

showing up for meetings, I know that everything I do is

at the service of the brand. So, I must show up, even if I

don’t feel like it.

What excites you about being an entrepreneur? Knowing that I can co-create my life by just using my

imagination. Oh, and and being my own BOSS!

Which superpower do you wish you had? Travelling back in time.

Your dream destination and why? Maldives. Picture me in my Shweshwekini, in that sky-

blue water, sipping on some lavish cocktail. That’s an

Instagram moment I dream of living to see soon and it’s

probably going to happen…

The best advice you have received regarding yourcareer?At the end of the day, you must do what you love, if you

are not, then stop and go figure it out. No one will

determine your destiny.

The worst? Career advice? To stick to a job or an environment that

did not serve my peace, all because of security. I think

that is a bit flawed to expect people to go about feeling

unhappy instead of allowing them the freedom to

live, make mistakes, succeed or learn all because we are

afraid of what might happen.

Brief advice for young business aspirants who areafraid to start their business…Just start. I started my business in my res room

(university accommodation) which was very small, while

studying for a Masters full time and working full-time.

The best time to start a business is today, do not sleep

on yourself, you will learn as you go.

Where on social media can we find you?Instagram: @sothogirldiaries and @shweshwekini

Twitter: @mapitso_thaisi ; @shweshwekini

Facebook: @SothoGirlDiaries ; @ShweShweKini

Refilo

e M

apits

o Thaisi

Shweshwekini Active Wear

MARKETING MARVELS WINCOVETED BEST CAMPAIGN ATHOLLARD SPORT INDUSTRYAWARDSBy Leigh Cal l ipol it is

In a country aspassionate as SouthAfrica about rugby,

our players are oftensuperheroes to many,

both young andold.

A campaign which saw the players ofthe country’s 4 biggest Vodacom SuperRugby franchises transformed into theworld’s  4 biggest Marvel superheroeswas not only a ground-breakingcollaboration and first of its kindsporting campaign in South Africa, butalso the reason why its walked awaywith one of the most prestigiousaccolades in the South African sportingindustry.

DECEMBER 2016

This injected anew super-chargedenergy intorugby

The end of 2019 saw the  very bestwork behind the business of sportawarded at the annual Hollard SportIndustry Awards, held inJohannesburg, with Vodacom and theirmarketing agency Openfield baggingthe coveted win for Best Campaign for2019. After an initial production error whichsaw this award being erroneouslyhanded to the Wrong recipient

Vodacom and Openfield have nowbeen acknowledged as the clearwinner in this category which,according to the judging panel, sawentries of an unprecedented calibrethis year. Vodacom and Openfieldwere also awarded BestSponsorship of an Event orCompetition for this samecampaign. These two Hollard Sport Industrywins recognise the passion,creativity and sheer genius for thiscampaign which saw  the VodacomBulls (Captain America), Cell CSharks (Black Panther), DHLStormers (Thor) and the EmiratesLions (Spider-Man) transformedinto Marvel superheroes withspecially designed team jerseys. This not only opened Super Rugbyto a much wider audience, but alsosaw substantial spikes inmerchandise sales, an increase intelevision exposure of 115%, andincreased ticket sales across theboard.

Above all else, the fans loved it, asdid Vodacom’s customers. Besidesbespoke rugby events beingarranged for customers, the first 2000 customers to sign a VodacomRed contract were also guaranteed aMarvel rugby jersey. “As the sponsors of Super Rugby,Vodacom’s partnership with Marveland SuperSport brought the world’sfavourite big-screen superheroes toits customers, in an epic VodacomSuper Rugby blockbuster,” saysMichelle Van Eyden, ExecutiveHead of Sponsorshipat  Vodacom.  “This injected a newsuper-charged energy into rugby andtook the game to a whole newaudience. Added to this marketing first wasVodacom’s support of CHOC(Childhood Cancer FoundationSouth Africa) which allowed theircustomers to get behind the “real”heroes of

the campaign which resulted in R1 million being raised and R 15million worth of media value forthis charity which does suchphenomenal work  supporting thewell-being of children andteenagers diagnosed with canceror life threatening blooddisorders and their familiesaround South Africa. The results speak forthemselves:  92  904 468 millionopportunities to see thiscampaign on social media, anincrease in PR value of R 22million, a sold out 55  000 strongcrowd at the pre-season doubleSuperhero Sunday and anincredible 296% average increaseof entries for Vodacom’s RedReward events. Added to this, the4 rugby unions involved in thiscampaign sold on average 60%more Marvel jerseys than theVodacom Super Rugby jerseyssold in 2018.

Technology, longer working hours and a culture ofconvenience pose various challenges to the well-beingof South African families. Nadia Mohamed, marketingand commercial director at McCain discusses howMcCain’s 20 years of contribution into the SouthAfrican community has added to growing and thrivingfamilies and how the simple act of regular nutritiousfamily mealtimes can strengthen bonds, encouragepositive growth and transform the destiny of futuregenerations. A minority of children in the world today grow up in thetraditional household model made up of a husband, wifeand child under one roof. This is especially true in SouthAfrica where families are characterised by a multitudeof cultural norms and circumstances. We live in a time when modern life is further separatingpeople from each other. Real-life interactions are beingreplaced with digital media, which takes up increasingamounts of their time and attention. Added to this is thefact that consumers are opting for more convenientfoods at the expense of healthy meals.

Family meals makeall the differenceBy Nadia Mohamed

There is no substitute for spending real time with familyaround a meal, despite the multitude of new onlinechannels that have revolutionised how peoplecommunicate in social and professional spheres. Theact of sitting around the table encourages a uniquespace for healthy social development whererelationships are affirmed, new foods are explored, andbetter, quality food choices are conditioned. Even though in modern times families have changed,their role remains the same. Family includes all friendsand special people we call family, and they still neednourishment, encouragement and time-out, so thateach member of the family can thrive and soar. McCain’s enduring vision of “Growing Together” hasbeen reflected on all levels over the years and is thedriving force behind McCain’s newly launched 45-second television commercial. The unique productionjuxtaposes various digital media terms like “feeds”,“instant messages” and “voice notes” with images ofdifferent types of families interacting with each other ina genuine way, sharing good food around the table,encouraging families to thrive and grow together. This year, McCain celebrates 20 years in South Africa.During its rich history of market leadership in thecountry, not only has the company delivered a diverserange of convenient, nutritious products that are frozenat their freshest, it has also contributed to the well-being of society and the economy.

The South African business has matured into a complexmanufacturing, logistics and marketing operation, andcontinues to expand while developing and transformingthe industry, to improve the participation of previouslydisadvantage youth and women. Over the years through its extensive sustainabilityprogrammes, McCain has supported over 120 potatofarmers, ranging from 10 hectares (ha) to 600 ha andcurrently has longstanding contracts with almost100 vegetable farmers countrywide. Not only do theseinitiatives ensure inputs into its own supply chain, butalso stimulates economic growth in the agriculturesector, bringing down food prices and improving accessto nutritious meals to more people. McCain is one of the biggest buyers of potatoes globallyand in South Africa, supporting both commercial andemerging farmers across South Africa. In 2014, McCain began investing in and developing theMonhla Brothers, Elias and Isaac, who run SoekmekaarFarms. The operation produces potato seed, sweetpotato and potatoes for processing.   Building up emerging farmers to this level has been achallenging process. While most have access to land andfinance, many growers’ struggle with various keycomponents of the potato cultivation process, from thesoil preparation to planting and harvesting, all whichdemand precise methodology, using the correctequipment.

The Agisanang Potato Mechanisation Unit (APMU),which is in the advanced stages of development, seeksto support the development of emerging potato farmersin South Africa, primarily through the provision ofreduced-cost potato tillage, planting, harvestingmachinery, training and ongoing mentoring.  Through its various programmes, McCain is able toensure sustainability and quality of supply into the long-term for its direct consumers, as well as through quickservice restaurants—it is the exclusive frozen fries’supplier for brands such as McDonald’s, KFC andBurger King. In September 2019, McCain opened the applicationwindow for its world-class 2020 Graduate-TraineeProgramme for various professions, includingagriculture, mechanical (and industrial) engineering,food science, information systems and technology,consumer science, sales and marketing. This will be further augmented by a South Africaniteration of the global Women@McCain diversity andinclusion strategy, which was launched in the UK in2018. The campaign, locally named “Dare to Lead -#leadHERship@McCain” will focus on empowering andgrowing women at all levels, promoting self-confidence,building leadership skills, engaging growth inrelationships and opportunities at work. With a deep appreciation that family extends beyondthe home, McCain has solidified its market leadingposition through the four sustainability pillars ofresource efficient operations, smart and sustainablefarming, rural development and good quality productswith family at the core. The company has constantly strived to improve andenhance the well-being of individuals, families andcommunities along the entire supply chain from farmto fork.

Successful marketing is just as muchabout following the right processes as it isabout creative (and effective)outputs. You can’t expect magic to happenwithout applying some method.  

This is where many businesses that arenew to marketing fail. They are not disciplinedabout how they manage theirmarketing implementations. MarketingConsultant and Founder of Firejuice,Bernard Jansen provides a shortlist withpointers based on their experienceworking with entrepreneurs over the lastyear:

Marketingdosand donts forthebusinessowner

F E A T U R E S

By Mbali Sibiya

As the business owner, if you aretoo busy to provide quick feedbackon marketing activities, make sureyou assign a project manager todrive the process for you and act asyour central point of contact toliaise with outside agencies andavoid delays.

Always make sure yourrequirements are in writing.Marketing is “fluffy” enough as it is,and it is crucial to ensure allrequirements are clearly stipulatedfor all to see.

Understand the scopeof work for any project and ensurethat everyone understands what isincluded and excluded from acreative project to ensure costsand timings are adheredto.

Allow for enough timeto do proper work, work thatrequires creativity can’t be rushed.

Always start with a plan: Create aplan with SMART objectives andmake sure the plan is followedand closely tracked. This will avoiddelays and last-minute changes.

Keep communication free-flowing and consider using acloud-based tool to ensureeveryone has line of sight of aproject and can keep track ofcommunication.

Limit the number of outsidesuppliers you work with since itbecomes increasingly difficult tomanage them and build a cohesive,focused brand.

Report on marketing projectprogress on a weekly basis andtrack marketing results on amonthly basis to allow for quickchanges.

Know what you want and don't letyour suppliers dictate terms. Makeit a joint effort and ensureeveryone works towards the samegoals.

Understand where you are as acompany before you bring in anoutsourced marketing department.First, try to do stuff internallybefore you go outside. Marketing isultimately a business function likeany other and should ideally behoused inside the business.

When deciding to use an outsideagency, pay careful attention totheir advice - they, after all,professionals, but don’t be afraid tochallenge and insist on clearexplanations that you understand.

To conclude, what we learnt this year is that the devil indeed liesin the detail. It is all well and good to have ambitious marketingplans, but without careful management and measurement, itwill almost certainly disappoint. Pay close attention to how youdo marketing - not just what activities you do and how much youspend. Give yourself the best chance to seethe results!

T O P 3 S T R A T E G I E S

F O R G R O W I N G

B U S I N E S S E S B I G G E R ,

F A S T E R I N 2 0 2 0 !

Markets are changing daily and wreakinghavoc on large, fairly traditional businesses,and this is not going to change anytimesoon. Businesses need to adapt or die andfor corporate South Africa, that could seemdaunting. Jacqueline Raw, Owner andFounder of marketing consultancy, Ycagelsays, “Staying relevant is the name of thegame in 2020 and this is going to be thedifference maker to businesses that thriveversus business that just survive. It’s nolonger good enough to simply ‘do’ socialmedia, invest in some obscure brand CI orremain in the dark ages around leadgeneration – 2020 is going to be a catalystfor businesses that are taking the FourthIndustrial Revolution seriously andleveraging against every ounce of itspotential.” Jacqui gives three fundamental strategiesbusinesses need to win at in 2020 in orderto pull ahead of the pack and become bestof breed from a consumer perspective(whether B2B or B2C by the way).

1. Brand Awareness: With the potential reach that newtechnologies offer, having no share of voice in your marketthrough positive brand positioning is simply unacceptable.Your target audience is not unaware of the powertechnology holds to reach them, so if your brand is not onethey are familiar with, make no mistake, they know it’sthrough lack of trying. The reality is that if you fail to invest in brand awareness,you are going to keeppaying top dollar for each sale you make. If you have nobrand equity to leverage when talking to potentialcustomers or when you’re advertising; you will have tospend a longer time talking through your product, moremoney trying to reach customers through advertising andmore money communicating your product’s USP’s. This is aquantifiable brand truth and not some marketingpositioning for more budget. No brand – no leverage – it’sthat simple. The alternative is that potential clients have already heardabout your brand in some way and are curious to knowmore (or aware of your brand at the very least) by the timeyou start the sales conversation. The cost of sale is thebiggest beneficiary of brand awareness and so the greatestindicator of ROI.

2. Social Engagement: We cannot stress this enough. Apost a day does not make a social strategy! Businessesthat ‘do’ social in this way (as a box ticking exercise) aresoon going to realise that this is not how social isdesigned to be used. There are billions of pieces ofsocial media content going out every single day. Thesheer volume of content is mind numbing – and it doesnumb your market in a real way. Stopping the scroll has long been the objective of socialmedia strategists and their key strategy has been to createengaging, scroll-stopping content to delight theiraudiences! Now, multiply this by the 1000’s of solid socialmedia strategists out there and you start to see my point.Creating great content is not an option to good socialmedia, it is now the fundamental requirement to be in thegame. In order to leverage the power of social media,business can no longer just do social, they have to getsocial. Spending time engaging with your target audiences,addressing their concerns, getting involved in theirconversations is the new black. Dedicated communitymanagers that form relationships with your would-becustomers and add value to their lives daily throughcontent sharing and value adds the only way forward forpace-setting organisations.

3. Lead Generation: This is probably mybiggest passion when it comes tosupporting client growth. Lead generation,when done well, can explode businessgrowth exponentially. It’s all aboutintegration, automation and micro-targeting. Get these three fundamentalsright and your lead generation will takewings. Be clear on your micro-segments, distiltheir journey through your lead generationprocess and minutely as possible and createautomation strategies to engage with themthroughout the pipeline. You cannotposition a product set to a wide audienceanymore, it’s wasteful and expensive.Businesses have got to become the best atputting very specific products or services infront of very specific personas within theirtarget segment at the right moment oftruth. “Get these three strategies right in 2020and you’ll never look back,” Jacquiconcludes.

Whether bitter or sweet, our firstexperiences are powerful. Theybecome the yardstick againstwhich we measure all our lifemoments - the first kiss, our firstday at school, a baby’s first smileand that first broken heart. Experiential marketing connectswith customers  to create anexciting “first” experience thatinvites and encourages them toparticipate in the growth ofa  brand  or a brand experience.Using Virtual Reality (VR), Augmented Reality (AR) andGamification in your experientialmarketing, you can create a multi-sensory experience that not onlyplaces the customer in your brandstory but invites them to staythere for a long time to come. The technological revolution hasinjected new life into the old.Experiential marketing has beenaround in different forms for yearsbut was revolutionised throughthe development of

VR / AR /

Gamification –

Placing yourcustomer inside

your brandstory with

experientialmarketing

technology used for VR, AR andGamification. When it first cameonto the scene, the costutweighed the benefit - especiallyin South Africa. Thanks to areduction in the cost of hardwareand software over time, and anincrease in local technical skillsand innovation, SA is now morethan capable of providingcustomer experiences that createultimate love for brands. Think, for example, of buying yourfirst car and the emotions andmemories that accompanied it.Perhaps you had daydreamt aboutthe exact details of the interiorsince you were a teenager. Or maybe the thought that you werethe first in your family to own a carmade it even more memorable. Recently Volkswagen partneredwith New Reality to create a“demo” experience theircustomers won’t forget.Prospective buyers could checkout and test-drive the new Polo

SUV (the T-Cross) for monthsbefore it could be physically test-driven in SA. Customers played with differentinteriors and features and theycould even order their vehicle - allusing VR. It has been proven thatusing technology in this way in thebuyer’s process attracts buyers,lengthens their time atdealerships, and even forms astronger emotional attachment toa car that they co-created. But it’s not enough to create aone-off gimmick. VR, AR andGamification are most effectivewhen it takes the customer on ajourney through a buyingexperience they never expected.It’s when brands find a way tobecome a part of the customer’slife moments like first cars, havinga baby and going to university –that ”brand love” is born. While traditional advertising doesan excellent job at providingawareness at its different

touchpoints, in some ways it tellsthe customer how to feel andkeeps them passive. Creating moments of immersionbuilds experiences that what willleave the customer changed andelicits an emotion that moneycan’t buy. Coupled with cleveractivations, the technologyavailable to us can stimulate everyone of the senses: sight, smell,touch, hearing and taste. And depending on the mode ofimmersion used, the experiencescan be directed at 100 or 100 000.We’ve curated four examples ofexperiences created usingtechnology or a combination oftechnology and tactile, to give youideas to use in your industry thisfestive season to capture theattention, or rather the adoration,of customers: Martin Garrix puts on a musicshow for the deafcommunity – Tactileaudio systems and Projectors

In 2016, Dutch DJ Martin Garrixpartnered with 7 Up to host anextrasensory concert for the deafcommunity. The resulting “MusicLifts You Up” video premieredduring Ultra Fest in Miami andreceived viral media coverage. Together with immersiveexperience artists, Fake Love, theyincorporated motion, vibrationand stunning visuals to help theconcert-goers ‘feel’ and ‘see’ themusic. With walls of speakers,LEDs boxes of water that movedwith the music, platforms to standon that vibrated to the beat, andeven a special backpackthat  vibrated the sound rightthrough their chests, hisguests were euphorically happy. What did 7 Up get out of it? Aphenomenal amount of brandcapital, but a moving commentfrom one of the attendees says itall, “It was the best night of mylife.”

The 7 Up gig taught us that the experience doesn’t need to haveanything to do with your actual product. Communicating thepersonality or character of your brand can be enough to createmagic. “The Glenlivet Code” teststhe palates of whisky connoisseurs – Gamificationand AR AR-enabled product packaging can double as a brand’s owned mediachannel speaking directly to their customer. In 2018, would-bewhisky connoisseurs jumped at the Glenlivet augmented realitywhisky-tasting experience in partnership with Shazam. When customers opened the app, master distiller Alan Winchestercame to life, challenging users to mini-games to identify and isolateingredients by selecting the four aromas for the nose and flavours ofthe whisky. He also engaged and immersed them in the mysteriousback-story behind Glenlivet’s distinctive taste. Tasters were given ascore which they could share to social media. Because of the extra value offered to customers post-purchase, theyupped the brand loyalty and reached a completely new demographicto boot.

Samsung and NASA Moon Walk – VR and4D The exhibit, titled "A Moon for AllMankind," opened to the New York publicin July 2018 through to July 2019, — inhonour of the big 50th-anniversarycelebration of the moon landing in 1969.An extensive support rig and flight suitsupported participants, while attached to aload-bearing system like the ActiveResponse Gravity Offload System used atthe Johnson Space Center in Houston totrain real astronauts. Wearing a helmetwith Samsung’s  Gear VR  goggles, userswent on a missionto explore the moon surface and plant aflag. The experience combined tech, awe and anemotionally charged moment in historyto create an unforgettable experience forthose who tried it and plenty of theright coverage. Merrell Trailscape Experience – VRand Motion capture and Tactile elements Merrell  created a VR experience calledTrailscape to launch its newest hiking boot,the Capra. Participants  could walk(carefully) along a stage set that simulateda mountainous trail, mapped to the virtualexperience to create a new level ofimmersion. Tactile elements such as ropewalkways and shaking wooden planks,while motion capture allowed adventurersto explore the mountainside. Merrellcreated this powerfully immersiveexperience at the Sundance Film Festival. Keletso Nkabiti, the Brand Strategist atIdea Hive specialist digital brandstorytellers, says, “The brands that inspireus, tell stories we can relate to. The brandswe love and remember, tell stories thatcast us as the main character. Usingtechnology, we can create extraordinaryexperiences and bring customers on boardas co-creators. It’s an exciting timeto be a digital marketing agency.”

These expectations match Spencer’sstrengths and he’s eager to lead the agency’sdynamic talent: “I have always built long-standing relationships with clients andcolleagues. The team at U-Studio have done afantastic job scaling up the digital agency andhave a great understanding ofthe business of Unilever.” U-Studio is the result of a collaborationbetween Unilever and Oliver South Africa,which has been forging a more dynamic andimmersive approach towards branding andmarketing disciplines. Established in 2017,U-Studio is an on-site agency that operateson the customer’s premises. On-site agenciesblend the advantages of an internal agency -agility, communication and executionimprovements - with the strengths ofexternal agencies, such as talentmanagement, costs and dynamism. This approach is a winning formula forUnilever, Mabeer said: “U-Studio fits inperfectly with Unilever. They have excellentinteractions and deep understanding of whateach brand needs and therefore interpret thebrand better. They have become animportant part of the team. We are veryimpressed with their creativity.” U-Studio operates out of Unilever’s Durbanheadquarters. Its successes have promptedthe expansion of the agency, leading toSpencer’s appointment. He and his team willbe able to leverage the U-Studio network ofagencies that branch from Oliver across theglobe. “Durban’s U-Studio is one of the mostfortunate studios in that it gets to cover amassive amount of broad service deliveries,”explained Candice Seige, ExecutiveOperations Officer for Oliver. “They touchevery part of the business, from sales to thecreative side. And because U-Studio isglobal, Theo can call one of the studiosanywhere in the world for help and viceversa. It brings all the U-Studios around theworld closer together, whether you areworking on-site in Taiwan, Portugal orDurban.”

PROFILE JANUARY 2020WWW .STARTUPAFRICA .CO .ZA

Leveragingon-sitesuccess, U-StudioappointsTheoSpencer asits newBusinessDirector

U-Studio, the on-site internal agency ofUnilever South Africa and a branch of OliverSouth Africa, appoints industry veteran TheoSpencer as Business Director. U-Studio, the dynamic on-site agency forUnilever South Africa, has welcomed its newBusiness Director, Theo Spencer. Spencerbrings more than a decade of experienceworking with top local and global brands. Unilever’s Category Manager for PersonalCare Brands, Ashveer Mabeer, said he is veryexcited about the appointment: “Theo wasbrought in to engage with senior leadershipwithin Unilever and build relationships on ahigh level. His role is to develop anunderstanding of the vision and directioneach senior manager has for their brand. Hewill then articulate that vision to U-Studio.”

By Reabetswe Madumo

This dynamic is yet another strength of theon-site agency model perfected by OliverSouth Africa - part of the Inside Ideas Group,with access to an international skills pool andresources of over 1500 staff across 36countries.  The on-site model places an agency in thesame space as the customer. It opens thedoors to numerous engagement avenues.Impromptu discussions, the inclusion ofagency staff in workshops and continuousyet convenient customer involvement arejust some of the welcomed results. U-Studioillustrates several of these, said Seige. “Unilever identified with Oliver as a partnerto bring in four key points: cost saving,creativity, agility and speed. Initially,Unilever’s mandate for U-Studio was to be adigital studio. However, in just under twoyears we have grown and become all-encompassing - not only working withindigital but with the broader marketing andsales department too. The result is a deeper,immersive relationship between agency andclient, resulting in a more connectedexperience and faster turnaround times.” Agile, integrated agency capabilities areneeded to meet the demand for high volumesof dynamic content. These are seen as theresponse to creating more personalised andeffective engagements with modernconsumers, said Spencer: “Today is all about the customer experience,where consumers expect more frombusinesses instantly. This has resulted inbusinesses having to ensure they movequickly to promote their products, servicesand solutions in a way that resonates with itscustomers.” Whereas many other agency models haveonly been able to address some of theresulting needs, the on-site agency approachas implemented by Oliver has proven to getthis balance right. Globally, in three years U-Studio has already grown from a smallagency to being used by the vast majority ofUnilever’s brands. The South Africanoperation is part of this immense success,Spencer concluded: “One of the main reasons I was attracted tothe U-Studio is that it is a truly global agency,one where I believe I will add value to aleading world brand, Unilever. I was alsoattracted by the fact that I could touch ondifferent aspects of the business.”

PROFILE JANUARY 2020WWW .STARTUPAFRICA .CO .ZA