Month: June 2018

Emerald hosts first children’s ‘readathon’

Teaching children to read at an early age has multiple benefits and is the key to a child’s formal academic education. With this in mind Emerald Resort & Casino hosted their first ‘readathon’ on a very apt day – Youth Day.

“In 2017, Emerald Resort & Casino sponsored mini libraries at Vukuzakhe and Batloung Primary Schools in an effort to create a culture of reading amongst children, and continuing with the reading theme, we created our very first readathon challenge,” says Tanuja Gangabishun, Marketing Executive at Emerald Resort & Casino. “There are so many advantages for children that are able to read properly. What better day to  kick start this initiative than on Youth Day!”

There are many resources that describe the benefits of reading. Advantages are numerous and include improved neurological, psychological, social and linguistic aspects in the form of a richer vocabulary, correct grammar, improved writing, better spelling and more articulate oral communication.This challenge was aimed at local schools in the Sedibeng area. Each selected school put their three best readers forward to compete in three categories, namely, Junior Primary, Senior Primary and Secondary with the top three winners of each category winning educational prizes.

Invited schools  included Vukuzakhe, Batloung, Ntsele, Mqiniswa and Makapane Primary Schools, Ramolelle, Fundulwazi and Maxeke Secondary Schools and General Smuts and Prestigious High Schools.

“Many local schools lack a lot of resources, and it’s here where we feel we can add value to a child’s future. We enthusiastically support our local community and look forward to creating an annual event where young learners will be encouraged to participate,” concludes Tanuja.

Emerald Resort & Casino.

Tel:                              016 982 8000

Website                       www.emeraldcasino.co.za

Facebook:                   http://www.facebook.com/Emerald.Resort.Casino

Twitter:                        https://twitter.com/emerald_resort

LinkedIn:                     https://www.linkedin.com/company-beta/3105430/

Does your brand matter?

Does your brand matter? Jedd Cokayne, Business Unit Manager at The MediaShop asks some tough questions

More and more brands are finding it difficult to trade in this ever changing and difficult market we find ourselves in. The biggest challenge is remaining relevant to a core target market.

Consumers are becoming more and more fickle with very little brand loyalty, and with easy access to a vast amount of information at a click of a button, they’re able to do their own brand and product comparisons before consuming a product.

This leaves brands in a very precarious position where they not only have to remain relevant to their consumer but most importantly have to relook their business model and what they stand for in order to ensure they set themselves apart from their competitors. Brands need to be able to trade in tough economic environments but also have a little fun along the way.

Personally, I think it’s more about making stronger connections with the exact consumers a brand is trying to reach over a period of time rather than offering a unique product or service. Does your brand resonate with its core needs and desires? Pushing brands, products and services onto consumers without a core consumer insight has become a thing of the past – brands need to really connect with their consumers.

So as brands go through the process of reinventing themselves and developing their new Vision, Mission and Value statements that will determine their next 5 to 10 years of development, one area that brands often neglect before any of this is done is the Brand Purpose. Your brand purpose is the reason your brand exists, something you can offer your consumers that no one else can, and that becomes not only what your brand stands for but also a philosophy that the staff live by. It needs to be actionable and impact the lives of the very consumer you are trying to reach.

A key area that tends to be neglected when developing the brand purpose is the buy-in from internal staff, stakeholders and service providers, ensuring they are aligned and the ethos becomes part of their daily trading habits. It may sound very cliché but employees need to live the brand to fully understand the impact they have on the consumer’s lives. It needs to become part of the company’s DNA. This is a lengthy process and should not be taken lightly because to ignore this vital step is to inhibit your brand growth twofold.

Brands need to remain authentic – ask what it is that you do or offer that is better than your competitor and remain dedicated to that. Often this entails combining forces with like-minded brands that can offer and add-on service or product combined with yours that will lead to a competitor’s edge and enhance the brand stickiness in the eyes of the consumer. Often this co-existence will further develop the brand and its reputation as it is seen as progressive and forward thinking.

But often building your brand through its brand purpose is not enough. The brand stickiness is not complete…….

What we really want is to create a brand movement, create a brand experience that consumers are drawn toward and have an emotional connection with, that’s the real relevance. Brands are moving from offering traditional products and services to delightful engaging experiences and communicating your value in the market in a powerful way. By doing this, brands will develop a passionate and loyal customer base that will not only continue to use your brand but also become brand advocates, not something a lot of brands can boast in the current trading environment.

It is often not essential to create a movement to be successful if all the other elements fall into place but it sure does help in terms of encouraging rapid growth and adopting a creative thriving business!

Honour Fathers and celebrate at Emerald!

In celebration of honouring fathers and celebrating fatherhood, paternal bonds and the influence of fathers in society, Emerald Resort & Casino invite all Dads and their families to the Resort on 17 June 2018 – Father’s Day.

Breeze is serving up treats specially for Dad in the form of Daddy’s Treat, My Hero’s Chicken, For Dad with Love and, of course, their now famous Breeze Burgers. At the Hotel, Dad is in for a treat too; amongst other specialities and dishes, beef, slow roasted over a spit and a live ‘braai’ station with meats grilled to absolute perfection.

Bookings are essential at both venues!

Breeze Restaurant

Contact: 016 982 8643 or email yolandiv@emeraldcasino.co.za

 Emerald Hotel

Date and time: 17 June, 12h30 to 15h30

Costs: R260/adult and R130 for children under the age of 12

Contact: 016 982 8005 or email sales@emeraldcasino.co.za

For additional information and full menus please make use of the Emerald Resort & Casino Father’s Day webpage https://www.emeraldcasino.co.za/restaurants-and-bars/special-offers/father%E2%80%99s-day

To view these and other Resort promotions, events and more, visitors to Emerald Resort & Casino are encouraged to stay close to the Resort’s Facebook and Twitter pages, or guests can visit www.emeraldcasino.co.za for more information on any of the promotions mentioned here.

Emerald Resort & Casino is a licensed gambling venue. Winners know when to stop. Only persons over 18 are permitted to gamble. National Problem Gambling Counselling Toll Free Helpline 0800 006 008.

Emerald Resort & Casino.

Tel:                              016 982 8000

Website                       www.emeraldcasino.co.za

Facebook:                   http://www.facebook.com/Emerald.Resort.Casino

Twitter:                        https://twitter.com/emerald_resort

LinkedIn:                    https://www.linkedin.com/company-beta/3105430/

Clover launches first of its kind Whistling Chef meals!

Clover has just unveiled its latest mouth wateringly innovative offering in the Ready to Eat (RTE) category, complete with first-to-Africa FreshVacSeal™ packaging technology, under the Whistling Chef brand. The packaging technology allows consumers to enjoy a fresh meal with an extended shelf life. 

This latest range from Clover is completely unique as it’s the first time this packaging technology has been used in South Africa. The FreshVacSeal™ technology is a patent unique to Clover’s Whistling Chef range that guarantees freshness every time. The meals are preservative free, a source of calcium, colourant free and has protein from 9 amino acids.

The Whistling Chef is not just a clever brand name – these nutritious and delicious meals that offer family favourite recipes, actually whistle in the microwave when they’re perfectly heated! What’s more is that each meal undergoes ten quality checks, has an innovative ‘tray plate’ for easy eating and a first to market ‘no pierce’ film.Launched at Melrose Arch with the help of local celebs Pearl Thusi and Ntokozo Dlamini who lead an intrigued crowd to the tasty offerings, Clover’s latest products promise delicious convenience with quality ingredients.

“We know what a struggle it is for families, Moms who want to take the night off, and executives and students to rustle up a dinner that is nutritious, containing real, fresh ingredients that is ready in just a few minutes. It’s for this exact reason that we’ve created The Whistling Chef range,” says Marketing Manager at Clover Mone Gerryts. “Made with only the best and freshest ingredients, the Whistling Chef range contains real Clover cheese, milk, butter and cream to ensure a quality, preservative free product.”The Whistling Chef offering has launched with five initial variants including Creamy Macaroni & Cheese; Cottage Pie; Creamy Alfredo; Beef Lasagne and Spaghetti Bolognaise.

“Our RTE meals contain FreshVacSeal™ technology which means a pasteurised, longer shelf life,” says Mone. “And with the unique whistling packaging there’s no need to pierce the film on the meal either, your meal will literally whistle and let you know when it’s ready.The Whistling Chef range is completely Halaal, and has been developed by food technologists and specialists. It’s been available from the 14th May at select retailers and forecourts nationwide. The product’s fun pay off lines perfectly sums up the range’s appeal across target markets: ‘Working late again!’, ‘Mom’s night off!’ and ‘Cooking for one made fun!’.

“We’re so excited to release this new range into the market and initial feedback has been incredibly positive,” she says.

For more information follow the hashtag #TheWhistlingChef on social media platforms or visit us at these accounts: Twitter: @Whistling_Chef; Facebook: @cloverwhistlingchef; Instagram: @cloverwhistlingchef

Celebrate Soccer at Emerald’s Fan Zone!

Big screen, amazing football, good food and beverages and fans – what else would we require at a Soccer Fan Zone? Emerald Resort & Casino will be hosting their Soccer Fan Zone every Friday and Saturday for the duration of the tournament where fans can get together to view live matches on the big screen. “Major soccer events are one of those amazing occurrences that can make a grown man cry, leave a person breathless and unite a nation,” says Emerald Resort & Casino’s Marketing Executive Tanuja Gangabishun. “Even though South Africa is not competing, every fan still has their favourite team to support and we’re bringing it all together so that fans can celebrate their love of the game.”

Join soccer legends Jackie Ledwaba, Killer Mkhwanazi and Lucky Lekgwathi as they view the games, discuss the events and incidents and answer questions every Friday and Saturday for the entire duration of the tournament. The Resort will be providing loads of prizes, plenty of food and beverage specials, ample entertainment and photo opportunities with these soccer legends.

Sports Bar provides fans with TAB sports betting facilities which are open to World Cup betting.

“All the action starts on 14 June 2018 as we screen the live opening ceremony and the very first game as Russia takes on Saudi Arabia. We look forward to providing fans the perfect space to get close to, and be part of all the action,” concludes Tanuja.

To view these and other Resort promotions, events and more, visitors to Emerald Resort & Casino are encouraged to stay close to the Resort’s Facebook and Twitter pages, or guests can visit www.emeraldcasino.co.za for more information on any of the promotions mentioned here.

Emerald Resort & Casino is a licensed gambling venue. Winners know when to stop. Only persons over 18 are permitted to gamble. National Problem Gambling Counselling Toll Free Helpline 0800 006 008.

Emerald Resort & Casino.

Tel:                              016 982 8000

Website                       www.emeraldcasino.co.za

Facebook:                   http://www.facebook.com/Emerald.Resort.Casino

Twitter:                        https://twitter.com/emerald_resort

LinkedIn:                    https://www.linkedin.com/company-beta/3105430/

Unpacking the era of Influencer Marketing

 

Unpacking the era of Influencer Marketing by Ronel De Kock, Media Planner at The MediaShop

Influencer marketing is a form of communication which identifies individuals that have influence over potential buyers, then focuses marketing activities around these influencers – mainly online.

This kind of marketing uses the influence or reach that an individual has on social media to create awareness or hype around a particular brand. This can be very beneficial for brands as it captivates audiences by using individuals that consumers know and trust. As a result, marketers are finding influencer investments to be not only worthwhile but necessary. Marketers are also choosing to embrace turnkey providers such as Indahash or Webfluential for managing influencer marketing programmes as well as influencers themselves.

In the last few years, influencer marketing has grown exponentially, from being a mere tactic to being an important part of a company’s marketing budget. A study by Linqia found that 39% of marketers were planning to increase their influencer marketing budgets for 2018 and research shows that influencer marketing can provide a 960% return on investment making it an integral part of any marketing strategy.

Globally this marketing tool is being hailed as the next big thing in the marketing industry with one of the biggest advantages being authenticity. The desired target market is more receptive because it is coming from an ‘ordinary’ person they have an established social media relationship with, making the product placement seem more like a referral from a friend rather than an ad.

There are two main types of influencers, those being micro and macro influencers. The distinct difference between the two is that micro Influencers are ‘everyday’ people with less than 10,000 followers. A micro influencer will often ‘apply’ to become an influencer. Platforms such as Tribe and Takumi are communities of individuals who pride themselves on aesthetic social media accounts. These kinds of people usually have a good eye for photography and promoting content.

Macro Influencers are the famous household names. These kinds of people are often celebrities who have tens of thousands or even millions of followers. They are approached by a brand to feature their product or service on their social media profiles, with a contextual caption mentioning the brand.

By using macro influencers, a brand is positioned in front of millions of people. It’s great for visibility and awareness.In a world of DStv catch ups and Netflix where people are actively avoiding ads, influencers fill the gap by speaking to a target market in a way that exposes them to your product that they can relate to without it feeling like an ad. At the end of the day, influencer marketing provides brands with a new age form of word of mouth.

So, now you know the difference, let’s go through the pros and cons of both. These are important to know, especially if your brand only has time (and/or budget) for one.

The Pros of Micro Influencers

They’re authentic: micro influencers work in a similar way to word of mouth – when they share a photo on Instagram of them enjoying a nutribar snack after a workout, you don’t question it (even if their photos are sometimes a little staged).

It’s often easier to believe that a micro influencer has actually bought or used a featured product. They tell you the nutribar is delicious and it’s high in protein, so you make a mental note of the brand.

This kind of authenticity attracts engagement, awareness and brand recall. So, the next time you go to buy a snack, you remember that extra yummy brand name you saw on Instagram (it looked so good!). It’s cost effective and more affordable than macro influencers.

Not all of the available influencer platforms give the brand rights to use the content thereafter. Takumi, for example, gives the brand full rights to usage after the photo has been posted. Other platforms like Tribe, charge the brand an additional fee to keep and use the image in other forms of marketing.

A micro influencer campaign is easy to execute and easy to use, while free online platforms such as Takumi.com and Tribegroup.com enable in-house marketers to take the lead.

The Cons of Micro Influencers

Capped visibility and reach – micro influencers obviously don’t have the vast followings of macro influencers, and with most influencer platforms setting a 10k follower limit, the visibility and reach of content is capped.

That isn’t to say this kind of content isn’t engaging – HubSpot reports that micro influencers, on average, receive 0.10% higher engagement rates than macro influencers.

Brands have less control over a micro influencer’s output. Often, the way influencer platforms work is that brands submit a brief stating what product needs to be featured, some information about the product and a general sense of how it should be represented. For example, an organic makeup brand might write a brief which explains why their product should never be shown in an environment of bold and brash colours or plastic materials. They may instead state all photographs must be taken in natural light, outdoors and must only feature neutral colours.

However, once this brief is written up, approved and sent to micro that’s it. The power is out of the brand’s hands. They often have little control over outputs. A micro influencer is trusted to post a quality piece of content, without any form of sign off from the client.

In many cases, you put your trust in the quality of influencers recruited by an influencer platform and ‘get what you’re given’.

ROI is often hard to prove. Performing a micro influencer campaign can be great for getting your product in front of lots of different people – but while visibility, reach and engagement can all be easily measured and reported on, it can be somewhat harder to directly attribute influencer engagement to direct sales. This is because influencer posts are great for driving awareness, but not at directing site traffic – especially as Instagram doesn’t allow links to be posted in captions.

The Pros of Macro Influencers

Brands have more control when running a macro influencer campaign. They can often choose the exact celebrity and give them precise instructions on what to post, meaning the outcome can be almost predicted.

This control also enables brands to build a stigma or reputation around their product – for example, a cast member of Made in Chelsea may support the ‘luxury’ representation of a product, whereas an Olympian may support strong, robust and professional connotations.

However, this can go wrong – take BooTea for example. The diet brand asked Scott Disick to feature their product on his Instagram (see below caption).

 

A campaign that results in something like this can shatter a brands’ authenticity.

ROI in a macro influencer campaign is often easy to define, well, easier to define than that of a micro campaign, at least. This is because many brands will set up a unique offer code for a macro influencer campaign. The influencer will then post this along with their content. This makes it easier to attribute sales to a precise post or macro campaign as brands can easily track how many times an offer code was used online.

The Cons of Macro Influencers

People don’t believe or trust macro influencers as product placement is often obvious, and not very authentic.

People can see through a devised Instagram post, and therefore trust the content less. While this kind of marketing is great for reach and awareness, people often don’t trust that the influencer really uses the product.

Macro influencer campaigns are more expensive. These celebrities will also generally require much higher payments than micro influencers.

One piece of content from a celebrity influencer could cost you an astronomical amount, depending on their status and follower count. If you’re thinking of getting the Kardashians involved, you better have a worthy budget knocking about. Believe it or not, these endorsements now make up around 25% of the Kardashians’ income, demonstrating just how expensive they can be.

Although their audiences might be bigger, and your content will therefore see a much higher reach, you may also be able to get a lot more out of lots of single posts with micro influencers, as opposed to one expensive macro influencer post.

Macro influencer campaigns are a little harder to execute as they’ll often take longer to organize, and may require a PR agency. Getting hold of a celebrity or their manager is one thing, but standing out amongst many other requests, is another.

Celebrities can also be picky with which brands they endorse, so demonstrating how your product will raise their profile and personal brand is also important.

So, which one should you go with? Both macro and micro influencer campaigns have their pros and cons, but in most instances, I’d choose a micro campaign. Authenticity is so important – Millennials, in particular, crave it.

If your budget allows, it is recommended to trial both a micro and macro influencer campaign, starting with micro to elicit a response. Report on which does better in order to develop your future strategy. Assess your KPIs and choose accordingly.

PRC introduces the TOC (Technical Oversight Committee)

 In order to deliver credible and objective data, the Publisher Research Council (PRC) has introduced the TOC (Technical Oversight Committee) to guarantee the authenticity of PAMS (Publisher Audience Measure Survey) and other surveys it conducts.

“Media owners and Joint Industry Councils (JIC) like the PRC that conduct their own research have been accused of ‘marking their own homework’,” says Peter Langschmidt, consultant to the PRC. “To overcome this perception that media owner audience research is flawed and biased, the PRC has established a panel of independent experts to validate and approve the authenticity of the PAMS data.”

The TOC comprises both local and internationally respected and experienced media experts. These include Mike Nussey, Elana de Swart and international research guru Peter Masson.

The local industry leaders are well respected for their views and are long standing stalwarts within the South African media industry. Elena’s media strategy career started in 1979 with DM&M. She worked at various internationally-aligned advertising agencies (Y&R, Draft FCB, Leo Burnett) as media director, board member and for some, as shareholder. She has also served on the board of SAARF (SA Advertising Research Foundation).

Mike Nussey has nearly 40 years’ experience in this industry since starting as a media planner in 1981 at De Villiers & Co moving through the ranks as account director, managing director, and CEO.

Peter Masson, from Sesame Systems and Bucknall and Masson in the UK has over 50 years media experience. He began his career as a media planner and then moved onto creating media planning software. He is internationally renowned as being at the forefront of media research.

These industry experts, together with PRC consultant Langschmidt form the TOC, with over 150 years of combined media and research experience, have scrutinised the PAMS research methodology, sample and practices and confirmed the validity and data integrity of the PAMS data.

“We believe that the introduction of this Technical Oversight Committee will go a long way to allay any fears and perceptions that the industry may have insofar as the PAMS data being skewed or biased in any way,” states Jude James, senior researcher at Tiso Blackstar, a founding publisher of the PRC.

For additional information and more in-depth data of titles, please make use of the PRC’s website http://www.prc.za.com/ or contact the PRC on 011 326 4041.

Edith Petersen Retires After 35 Years At Caxton

Edith is a well known and highly respected legend in the media buying industry. With her career spanning countless years, Caxton would like to bid her a fond farewell.

Edith joined the Argus Group back in the 70s before joining Caxton in 1983 where she efficiently ran the insert bookings division – an impressive feat considering the vast amount of bookings processed on a weekly basis. In 1994/95, Edith was promoted to Media Manager, overseeing all the training and development of new staff, as well as insert bookings. A large number of these staff members went on to further their careers in the industry and became highly successful.

Caxton would like to take this opportunity to thank her for her dedicated and professional service to our media co-ordination over the last 35 years. Edith leaves extremely large boots to fill, and Caxton wishes her all the best in her well-earned retirement.

SPARK Media DNA

Established in 2015, SPARK Media, a division of CTP Ltd, are experts in retail and location based marketing solutions. The company owns and represents a myriad of print and digital products that deliver locally relevant, effective audiences for advertising clients. SPARK Media are Strategic Partners in Audience Research and Knowledge and offer ‘Insights that Ignite’.