• Small Businesses and Influencer Marketing
    Influencer Marketing,  Marketing

    Small Businesses and Influencer Marketing

    The recent press indicates that big brands are realising that when it comes to influencer marketing, less really could be more. While the reach numbers from influencer campaigns look impressive in the C-Suite report, they don’t seem to be delivering many meaningful conversions. The database isn’t growing, no one is making their way down the funnel and there’s no increase in beeps at the till point. It turns out a lot of these followers are fake, influencer fraud is a big problem and a new approach is needed. Small businesses and influencer marketing Big brands are cracking down on influencer fraud, improving their influencer marketing and shifting towards more authentic relationships.…

  • Marketing

    Creating brand awareness and keeping costs low

    In 2017, I helped launch two FMCG brands, taking their products from concept to shelf. The challenge was to find innovative ways to get the product in front of the target market, whilst keeping costs low. As marketers, we’ve all experienced navigating a marketing budget that squeezes your Rolls-Royce dreams, into a Volkswagen reality. Perhaps you’re a marketing manager, or perhaps you’re launching your own brand?, Either way, you’ve probably experienced the pressure to deliver impact, whilst keeping your costs low. Bringing two brands to the South African market in 2017 offered up the following insights. GET INTO Subscription Boxes This proved a quick and surprisingly effective way to reach the target audience.…

  • TV Advertising
    Digital Marketing,  Marketing,  Opinion Piece

    Is TV Advertising still a relevant medium?

    When did you last watch a TV ad? I’ve been asking around and most people need to really think, before they can answer. When asked to name 3 ads they’d seen in the last month, a few mumbled about insurance and that was it. And who can blame consumers? With Netflix, PVR and smart phone addiction, there is little incentive to watch an advert. Why would you? It’s practically habit now. The commercial starts and that’s your cue to pick up your phone or hit fast forward. Thanks to Adidas’s 2020 strategy, TV advertising looks set to shift drastically in 2017. Adidas is cutting marketing spend on TV advertising Hand…

  • value-driven marketing valuewashing
    Marketing,  Opinion Piece

    Let’s talk about Movement-Washing Marketing

    Movements, that’s what millennials care about, right? Brands know this and splash their chosen crusades across their sites, reports and even product packaging. Greenwashing and sustainability-washing are passé and we’re now in the era of movement-washing. This is when a brand spends a lot of time and money hitching themselves to a particular movement, but on closer inspection, comes up very short. It may seem attractive to champion a cause, but with greater access to information, preaching about what you don’t practice is risky business. Values are in and PROFITS ARE OUT! Research shows it’s trendy to be values-driven and to champion a movement that your target market cares about. Less carbon…

  • Influencer Marketing
    Digital Marketing,  Framework,  Influencer Marketing,  Marketing

    7 Step Framework for Influencer Marketing

    One of the explosive, marketing trends in 2017 is the influencer. Essentially, influencer marketing is leveraging the influence of specific social media users to gain coveted access to niche communities, create meaningful conversations and achieve targeted reach and exposure for your brand. However, it can prove challenging. Marketers struggle to integrate influencers into their marketing strategies in a way that creates value for their brands. Indeed, there have been some campaigns which have had the complete opposite effect. This seven step framework was designed to help marketers effectively integrate influencers into a brand’s social media strategy. The framework was based on a 2016 study which interviewed industry experts in South…

  • Marketing

    Fearless Girl – International Women’s Day

    This statue of a fearless girl appeared on Wall Street on the eve of International Women's Day. The statue is designed to draw attention to the fact that companies who place females in positions of leadership, perform better financially.