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Why you should continue with marketing communications during a recession

The South African economy is officially in a recession and the COVID-19 pandemic has sent it into a flat spin. Many businesses have been forced to close their doors and those that are still open are looking where they can start cutting costs. Unfortunately, many make the biggest mistake of cutting costs on marketing communications first. Here are 3 reasons why you should continue to communicate to your market during a recession: It allows for re-positioning of your brand or presents you with an opportunity to introduce a new product. Advertising becomes less expensive during a recession. A consistent and…

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Robots vs Humans: A compelling story of a powerful and impactful experience

Ads24 won a bronze in the 2019 Assegai Integrated Marketing Awards for its Food for Thought experiential media campaign. In its third year, the 2019 event was themed Robots vs Humans. This is the case study on how the award-winning activation was conceptualised and rolled out. To cut through the plethora of activations and events aimed at media agencies and advertisers, Ads24 required a single-minded reason for its existence. It was out of this that Food for Thought was conceptualised, packaged and promoted to inspire and inform targeted individuals about cutting edge developments impacting on their careers and their…

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From the table to the market: Strategies used by food entrepreneurs to get noticed

Worth a whopping $82 million in 2019, South Africa’s food and beverage industry is expected to show an annual growth rate (CAGR 2019-2023) of 10.5%, claims Statista. While these figures may seem unattainable to our local, independent enterprises, becoming a household brand is proving less formidable thanks to digital marketing, writes Lucinda Jordaan. The kitchen, they say, is the heart of the home. The designated space for preparing and sharing meals is also where the most innovative and inspiring creations are concocted – like Edward Molatela Kgarose’s sweet potato yoghurt. This innovative treat was dreamed up in the 29-year-old’s…

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Should brands try to change the world? What the research says.

Should brands try to change the world? What the research says. Psos researcher Nick Coates examines some of the recent adverts placing themselves in the firing line and the long-term consequences of aligning themselves with these messages, as well as some considerations prior to launching campaigns. It is the remit of advertising to elicit a reaction from consumers, but in the era of increasingly volatile public backlashes, brands are navigating very rough waters by placing themselves in the political or “social issue” space, especially with public feedback channels rapidly multiplying on social media.  Gillette’s controversial advert Gillette is the…

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Blooming Business – NETFLORIST

Blooming business: NetFlorist has a rich, 20-year e-commerce history NetFlorist was the talk of social media on this year’s Valentine’s Day, for all the wrong reasons. But this was just a blip on the e-commerce company’s history. Michael Bratt spoke to the company’s managing director, Ryan Bacher. Having geared up for 45 000 deliveries on the day of love, load shedding and heavy rains severely impacted NetFlorist’s operations. Non-delivery of orders or the delivery of sub-standard gifts left many consumers fuming, and they weren’t shy about relaying their experiences on social media. The backlash was handled very professionally by…

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Removing the gender lens from Generation Z marketing

By Iza Grek Gender fluidity is the new normal and marketers need to take note. “In a world where inclusivity is valued by Millennials and Gen Z, it’s important for brands to be considerate of how culture is shifting and changing today and into the future,” says Thabang Leshilo, senior consultant of brand and cultural strategy at Kantar Consulting. “Advertising has been gender-specific for decades,” says Kyle Harker, communication activist and business unit director at full-service marketing agency, Hero Strategic Marketing. “In 2019, the way we market has to shift from cleaning products aimed at women and cars at…

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