Briefly… ZenithOptimedia and Provantage host township immersion tours for Nestlé; AMASA explores Digital Advertising measurement; 5-Star Golf Experience Awards return, with new partner; WOW Car of the Year Finalists Announced; Shopper’s Friend –CPA compliance reduces advertiser risk, cost and brand damage; and Bookings now open for AMASA’s 2011 Media Planning Workshop
ZenithOptimedia, Provantage do township immersion tours for Nestlé
ZenithOptimedia, in partnership with Provantage, are hosting insight field trips into Gauteng townships exclusively for longstanding client Nestlé. The ‘immersion’ tours are offered as a value add to Nestlé staff to encourage a more acute understanding of the township sector, consumer lifestyles, brand and media consumption habits. Areas visited include Soweto, Alexandra and Tembisa.
“Nestlé was keen to capitalise on the unique opportunity for its mass market brand teams to get a closer perspective of their target audiences. These are marketers who want to know firsthand what products are in consumer’s homes and why,” says Margie Knap of ZenithOptimedia.
Consumer’s homes were also visited, allowing teams to view the products which are stocked in a typical cupboard. According to the team, insights including how products are stored, quantities purchased and the mix of products and brands preferred. After the tours, group members are treated to a local local ‘buy and braai’ or shisanyama, consisting of a car wash attached to a butcher which forms an informal hot spot for locals to network and to see and be seen. “This gives group members firsthand insight into the township lifestyle and the way that these consumers relate to brands,” adds Knap.
AMASA explores Digital Advertising measurement
The Digital Media & Marketing Association (DMMA) has appointed global online audience measurement company Effective Measure as its new measurement vendor. Now members are invited to join them at AMASA’s July forum and gain insights from Francois Voster of Effective Measure and Josh Adler, head of measurement at the DMMA, who will delve into digital advertising measurement, the latest developments and what impact the new partnership will have on the media industry.
According to the DMMA, it will provide its online data to Telmar, ensuring for the first time, that the digital audience is presented to media planners at the earliest stages of the planning process to ensure that digital is considered at the same time as more traditional media.
Josh comments, “Effective Measure not only meets each of the set-out criteria for selection of the new vendor, but offers highly sophisticated tagging technology guaranteeing accurate data, which is easily understood. Its pricing structure will permit large media owners to better represent the various sections of their websites to the marketplace, and allow smaller media owners to participate for the first time.”
Date: Wednesday 6 July 2011
185 Katherine Street
Time: 4:00pm for 4:30pm
5-Star Golf Experience Awards return, with new partner
Compleat Golfer has relaunched its 5-Star Golf Experience Awards – the ultimate accolade for golf clubs and estates that go the extra mile to make players’ experiences memorable – with a new partner, new panel and new judging system.
In what Compleat Golfer publisher Craig Wilson described as “the perfect fit”, he announced that Mercedes-Benz is to present the awards. “The Mercedes-Benz brand is synonymous with quality, luxury and refinement – everything we’re rewarding with the 5-Star Golf Experience Awards. Their pay-off line, ‘The Best or Nothing’, says it all, and we can think of no better partner for this prestigious annual event.”
The awards were put on hold last year when a depressed economy made it difficult for golf courses to deliver a premium service, but new buoyancy in the market has paved the way for their reintroduction, Wilson said.
The 5-Star Golf Experience Awards rate the overall golfing encounter in eight categories and have served to raise the standard of clubs and their facilities for nearly a decade. Under scrutiny are the quality of the welcome, locker-room facilities, caddie/cart service, pro-shop facilities and service, warm-up/practice facilities, course conditioning, the halfway house and value for money. Equally important is the ‘G factor’, the ‘special something’ that makes players want to go back again and again.
Well-known golfer and Compleat Golfer columnist John Botha will again chair the panel of judges, which for the first time will include industry specialists in addition to members of the magazine team. The winners of the 5-Star Golf Experience Awards will be announced at the Compleat Golfer Awards gala dinner early in 2012. The ‘Oscars’ of the golf industry will also be presented by Mercedes-Benz.
WOW Car of the Year Finalist Announced
Women on Wheels (Twitter: @WomenWheels), published by Associated Magazines, has announced the finalists in the fifth annual WOW Women’s Car of the Year awards. The WOW Women’s Car of the Year awards (WCOTY) are the only car awards in South Africa designed and run by women, for women. This year there are eight categories, each with its own finalists chosen according to their ability to fit women’s lifestyles.
All finalists are reviewed in the latest issue of WOW, which is bagged with the July issues of Cosmopolitan, Marie Claire, House and Leisure and O, The Oprah Magazine.
This year’s WOW features a brand-new website (https://www.womenonwheels.co.za), which will be active for the entire year and include blog updates, car reviews and other car information aimed at the woman driver. For the first time, WOW also has a Facebook page where readers can participate in the WOW community and stand the chance to win an iPad. (WOW Facebook page: https://www.facebook.com/pages/Women-on-Wheels/184755991560043)
There are eight categories in WCOTY. A panel of judges and the combined reader vote will decide the winning cars in each of the categories. The judges will also present a special award for the Best Value for Money Car of the Year. Readers can vote for their favourite in the categories by SMS or via www.womenonwheels.co.za before 31 August 2011. One lucky voter will win a set of Dunlop tyres, valued at R15 000.
Shopper’s Friend –CPA compliance reduces advertiser risk
Shopper’s Friend now fully complies with the provisions of the Consumer Protection Act 68 (CPA) and regulations, more particularly Regulation 4: ‘Mechanisms to block direct marketing communication’. “Our compliance to the CPA has three major benefits to advertisers” says Jacques Coetzee, General Manager of Shopper’s Friend.
“Firstly, we reduce the risk of an advertiser being audited and fined by the authorities should they contravene the provisions of the Act, and secondly if a household does not want the marketing material it means unnecessary wastage of the advertising budget. Lastly, continued receipt of marketing material against the wishes of the consumer may lead to brand damage.”
Shopper’s Friend distributes advertising leaflets nationally to 11 million homes and expects to exceed 800 million leaflets this year. Coetzee says research has shown that 96% of households value the receipt of these leaflets as it helps them to identify which product to buy and where to shop for the best deals. “This means that 440 000 households don’t value these leaflets and the industry could therefore be distributing 32 million more leaflets than it needs. Avoiding these households would translate into a major financial saving for the industry.”
“We have been CPA compliant since 1 May and are receiving approximately 1 opt-out request per day from various locations in the country. We expect this to pick up as consumers become aware of our service.” According to Coetzee the main reason given for consumers wanting to opt-out is that browsing through leaflets does not form part of their buying behaviour and they wish to save the advertiser money. Environmental concerns are a secondary reason.
Bookings now open for AMASA’s 2011 Media Planning Workshop
AMASA Johannesburg is calling for enrolments into its 2011 Media Workshop, taking place from 11th to 14th August at Little Switzerland, Drakensburg. The 2011 programme themed ‘Back to Basics’, equips delegates with tools of the trade, Telmar know-how, a review on creative, dissecting relevant and impactful campaigns and the fundamentals of media planning.
A great success each year, the workshop is enormously valuable for media planners, marketers and media owners who face the challenges of a highly fragmented media environment. Delegates will be taken through a practical course on strategy development, presentation, evaluation of the media planning process and will be called to respond to a client brief with a full media strategy.
Top level judges from the industry work through the resulting strategies with the delegates and provide invaluable practical guidance throughout the workshop.
The 2011 Media Planning Workshop costs:
R7 999 (incl. VAT) for AMASA members
R9 999 (incl. VAT) for non-members.
Price includes accommodation, meals, transport to and from the venue, all lecture notes and stationery.