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Monster – when size really does count
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VOLUME 4 ISSUE 1 Wherever
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CONTRIBUTORS:
of Nex Media
Bridget von Holdt Gareth Moll Sandy Andrew
Dr Arnold Mol Dumi Maseko Alastair Laing
Nic Tselentis
Ivan Israelstam
Chris Blair and
Bryden Morton
Michelle Combrink
Martin Hill-Wilson
www.nexmedia.co.za
Alan Hosking Michelle Combrink
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Nex Media • WHAT DOES THE FUTURE HOLD? YOU DECIDE
What does the future hold?
You decide
T
his question has plagued mankind for thousands of years. Even current events cause
us consternation and, despite access to the latest technology and the best analysts,
we cannot determine what will happen with any degree of certain.
Recent political events have caused fundis and pundits to try their hand at the prediction
game. Will president Zuma resign or not, will he be impeached or not? While many people
figured that the answer to both questions would be an emphatic no, others were prepared
to hazard a guess that the answer would be yes to one or both of these questions. The only
right answer to the questions would be ‘I don’t know’. Note I say right and not correct. Some
of those who answered No were using the only weapon we have in a case like this – his-
tory. History creates a series of readable answers which, over time, generate trends and by
analysing these trends we can determine, with some accuracy, what will happen in the future.
The media and marketing industries are subject to trends, as much as any other industry or
human activity. The problem with trends is that they are variable depending on who is looking
at them, what the bias of the study is and also when the study starts and how much data it
uses. Trends can give an indication of the way things will go or what will happen, but they are
not fool-proof.
Every year there are trends-based predictions made about what will happen in specific
sectors. In the marketing sector for example, we are starting to enter the awards season and
there are the mandatory advice pieces explaining how companies should go about creating
award-winning entries for the respective competitions. Aspects which should be focused on
and what should be avoided.
However, there is one thing which trends cannot predict, human creativity, the one element
which can buck the trends and which can make the big difference. So, while it makes sense to
look at what has been done before, never let that define you or your creativity. To use a clichéd
expression, think outside the box and do the unexpected. Very often these are the items which
will win awards. So, in a world of increasing automation your greatest advantage might just be
the ability to be unpredictable.
Put your best foot forward and do something different. It may not always pay off but you and
your work will certainly stand out from the crowd. Good luck for all the competitions which
lay ahead.
Till next time, enjoy the mag
Mark Norris
Editor
www.nexmedia.co.za 24
Taking interactive marketing to the next level .................................... 28
Are you prepared to burn your boats? ................................................. 30
ESP – providing protection from Dirty Power ..................................... 32
Leaders of today need to gain trust while adapting to the digital age…
.............................................................................................................. 34
All the Winners – the Assegai Awards .............................................. 36
Editorial ................................................................................................ 2
Monster – when size really does count ............................................. 4 Data is always the starting point ........................................................ 40
The difference between Effective and Ineffective Managers ........... 42
The digital trifecta of outstanding sports sponsorship ....................... 44
IAD – The next mental disease ................................................................ 46
Zinto in Uganda A Lekker Activation Adventure ................................. 10
Set your dreams afloat with a Harties Boat trip ................................. 49
How the changing face of television is affecting consumer behaviour ..
............................................................................................................ 12 Got These On Your 2016-2019 Service Roadmap? ............................. 50
Business Destined for Heritage ......................................................... 16
Nine compelling reasons why outsourcing telesales makes sense . 19
Tali Digital – Surviving the baptism of fire ....................................... 21
Retail Market: suddenly things are getting interesting ..................... 23
Government not doing its job .............................................................. 52
Real wages, productivity and employment – is South Africa’s strategy
sustainable? ...................................................................................... 26 Nex News ............................................................................................ 56
3 Nex Media • Vol 4 Issue 1
Nex Media • MONSTER – WHEN SIZE REALLY DOES COUNT www.nexmedia.co.za 4
Monster –
when size really does count
Few people are lucky or fortunate enough to be able to turn their hobby or their passion into their career and make a
successful go of it. For Lloyd Young Wild of Monster Productions and Events his love of music turned into a hobby
during his studies at RAU when he became the resident station manager for the University radio station.
A
fter his studies at RAU, where he obtained a B Com in Accountancy with K, Vin Deysel and Craig White among many others. More than 4000 people flock
Honours in Financial Management, he pursued his love of music as a to Pinkie Fest each year paying their money to have a great time while doing
DJ and Master of Ceremonies for events and functions. One thing lead something worthwhile for deserving causes. Pinkie Fest is Lloyd’s personal project
to another and, combined with his can-do attitude, Lloyd soon found and he also spends a lot of his own money covering costs. It is his way of giving
himself organising more and more of the events in which he was involved. In back. However, the account management of the event falls to Louise Cameron.
2001 he opened Monster Party and three years later he registered the company Apart from being the account manager for Pinkie Fest and Standard Bank South
thereby formalising what was, essentially, his passion into a career. Africa, Louise has also taken on the unofficial role of Business Administrator
and IT manager in the office, and handles all the social media content for the
Monster recently changed its name to Monster Productions and Events to bring company and its clients. Looked on by colleagues as a jack-of-all-trades, Louise
it more in line with the corporate nature of its clients. It services clients from all came from a background in education and bookkeeping. Her pure passion for the
walks of business and industry with more than 95 per cent of its events being eventing industry lead her to Monster’s doorstep in 2012, and she has never
aimed at the corporate market. However, through the growth and expansion, looked back since.
as well as the hectic nature of the business, Lloyd’s love of music has never
been lost.
One of the initiatives which Lloyd started while still a DJ and station manager
at RAU Radio was Pinkie Fest. This event began as a digs party at a pink house
in Houghton. It is now one of the most anticipated annual music festivals in
Johannesburg which generates large sums of money for the selected charity each
year. Worthwhile causes such as the Cancer Foundation and The South African
Guide Dogs Association have been recipients of the money collected. This is
Lloyd’s pet project and through his efforts most of the talent and work associated
for the event is donated, allowing more money to be given to the cause.
Pinkie Fest now comprises two stages, one for bands and the other for DJ’s. It
has become one of the largest music festivals in Johannesburg attracting artists
such as DJ Fresh, Euphonik, Gangs of Ballet, Zebra & Giraffe, Prime Circle, Royal
5 Nex Media • Vol 4 Issue 1
Nex Media • MONSTER – WHEN SIZE REALLY DOES COUNT
Pinkie Fest is one example of a large function organised by Monster. Large entirely in-house, there are certain functions which have to include other
functions is something Monster specialises in – functions which require suppliers due to sheer size or specialist requirements.
extensive planning and which would be a logistical nightmare for most other
companies. However, it is just as capable of putting on small and intimate Functions are generally handled by the four account managers with the
events for an exclusive group. It all comes down to meeting the needs and assistance of event co-ordinators. However, event co-ordinators are also given
expectations of the client. Each event is personal and is designed to represent the responsibility of handling their own events. Lloyd commented, ‘We may not
the concept or vision of the client. have a very big team but each person here, more than pulls their own weight.
Event co-ordinators have to be able to knuckle down and do what is required.
All aspects of every event are handled internally by one of the knowledgeable, Everyone knows that if they need help, they have only to ask and they will get
skilled and talented account managers who liaise closely with clients and who it, but they have to be as independent as possible. It is for this reason that new
oversee the running of the specific events. The objective is to make each event additions to the firm are the subject of a team discussion. We all have to know
as special as possible according to the requirements of what has to be achieved. that they will fit in and become an integral part of the team. Each person brings
One way in which this is achieved is by the simple process of being accessible their own speciality or unique asset which makes them so valuable.’
to clients. As logical as this sounds it is something which is often overlooked.
Clients are made to feel that their input is valuable. One such event is the Sasol Techno-X expo aimed at attracting school-going
pupils to the study of maths and science. Techno-X has been run for 13 years
Lloyd has developed a close-knit team which works together to ensure that but was first awarded to Monster in 2014. It comprised a five-day exposition
all elements come together. This extends from the managing the necessary including 72 marquees and a total of 11500sqm of terrain. Pupils were brought in
equipment and infrastructure through to negotiating with and managing suppliers by bus to see the various displays, presentations and demonstrations. The 2014
and service providers. The team at Monster Productions and Events comprises staging attracted more than 19000 students over the five-day period. This event
16 permanent staff people and 12 casual staff. All members of staff perform an requires the involvement of the entire team but is run and managed by Nicole
invaluable role, there is no such thing as a coaster, people are expected to bring Reitz-Chidrawi, the longest standing member of staff at Monster.
their best and are rewarded for their efforts. While most events will be handled
www.nexmedia.co.za 6
Nicole is viewed by her colleagues as something of a phenomenon. Not only does Such was the success of the 2014 event, that Monster was once again awarded
she handle the Techno-X expo but she also has other projects which overlap. A the contract for the 2015 event. The 2015 Techno-X attracted over 21000 students
testament to her dedication and energy reserves was the fact that during her first and took 10 days to set up. Monster Productions and Events is as self-sufficient
Techno-X she also organised her own wedding at the Johannesburg City Hall. as possible. It has its own warehouse as well as its own vehicles, this means that
Lloyd commented, ‘Nicole is quite amazing, it is possible that she has purple it is not reliant on other companies for standard equipment and for the transport
blood because she eats, sleeps and breathes Monster.’ of materials. Only special items or, as in the case of Techno-X, additional items
are sourced from external suppliers.
In the height of set-up for Techno-X additional casual staff will be taken on to
assist. As many as 65 people can be hired from the local populace. Monster While Techno-X is certainly one of the largest events organised and managed
handled the entire process from finding suitable venues to be able to support by Monster, other large-scale events are also handled. More than 95 percent of
the volume of people, to obtaining local municipal authorisations through to all the events handled are of a corporate nature, whether a family fun day for
co-ordinating suppliers and service providers. That volume of people in a employees’ families or a national launch of a company rebranding such as the
rural setting has a special set of requirements which has to be anticipated relaunch of Cell C in 2011 where 3200 staff members were brought by plane
and accounted for. The event is partially funded by Government as part of its and bus from around the country.
campaign to drive study in the areas of mathematics, sciences and technology.
On the other end of the scale, Monster goes all out to achieve the required
From Sasol’s perspective the aim of the event is two-fold. Firstly, it acts as ambience for smaller and more intimate functions such as a function for a
introduction to the company including an overview of the company, its story corporate board dinner or the level of sophistication for a gala dinner such
and the various sectors it is involved in and the end-products it plays a role in as the Momentum conference and gala dinner held at Sun City or the Imperial
manufacturing. Secondly, on a broader scale the purpose is to expose more conference and gala dinner which was held at two different venues on the
students to science with the aim of showing them that it is fun. It provides them same day, requiring a highly-organised set up.
with a meaningful experience showing the practical application of science in
an easy to understand and fun way.
7 Nex Media • Vol 4 Issue 1
Nex Media • MONSTER – WHEN SIZE REALLY DOES COUNT
Sam Ferguson, another of Monster’s eventing beauties, has a marketing and logistical aspects of each event. He has many years of experience in this
background but also a strong connection to the music industry. Hailing from a field. He is also involved with the international Soccer-X which is held in
musical family, Sam has worked as a Music Manager for such artists as PJ different countries around the world. Lloyd commented, ‘Although Lee is highly
Powers and HHP. Working on large accounts such as Sasol, Legit, Internet knowledgeable in this field, he considers his greatest achievement to the fact
Solutions and Transnet, whe has proven how her impeccable organisation, that he recently became a Dad.’
execustion and on-site leadership results in a highly successful event.
Hand-in-hand with the production aspects of each event are the technical
Lloyd added, ‘While each Account Manager is expected to take charge of their elements. Sound, lighting and other effects are the domain of Technical Manager
specific events, they all have their own special skill sets, and Sam specialises in Martin Monyepao. Martin started at Monster as a technician and rapidly showed
the PR and Marketing aspects. She also focuses on the presentations ensuring his skills and capabilities. He was subsequently promoted to the position of
that the best elements of Monster are apparent to clients.’ Technical Manager and now oversees all the technical requirements for all events
and functions. He is in charge of managing all the equipment and kit stored in the
The latest Account Manager to join the company is Nazly Gabier. She has warehouse as well as ensuring its proper care and handling while out on events.
taken on the function of finding and signing new business, in addition to project In 2015 Martin was voted the Employee of The Year by his peers.
managing her existing clients. Lloyd added, ‘Nazly has been instrumental in
converting new leads into business, her latest client is Zurich Insurance which Lloyd concluded, ‘We have a close knit and highly professional team who treat
will be holding some very large events over the next few years. She is also strong each other with the same level of respect and understanding that they give to our
on the presentation side of things. Not only that, but she has also become our clients. From accounts managers to events co-ordinators down to the solid team
moral compass, an important function that helps keep us grounded even during of freelance technical support staff, they work like a well-oiled unit. Something
the most hectic and stressful times.’ that does not go unnoticed by our clients because they keep coming back.’
The Account Managers and Event Co-ordinators are obviously responsible So, whether it is an intimate dinner for a handful of people or, a large expo
for their respective events, which are handled with as much assistance as is designed to see a constant flow of people through the doors over a number of
required. However, there are elements of every event which require specialist days, or a music festival, Monster Productions and Events can handle it – quickly,
input. Lee Reynolds is the production manager who oversees the organisation efficiently and professionally – ensuring you have the best event possible.
www.nexmedia.co.za 8Is your printer good enough – to win an award?
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T: +27 11 475 5095 • 0861 111 987 F: 0866 832 156 • E: sales@sentientpublishing.co.za • www.sentientpublishing.co.zaNex Media • ZINTO IN UGANDA A LEKKER ACTIVATION ADVENTURE
Zinto in Uganda
A Lekker Activation Adventure
By Michelle Combrink
A brief comes skidding across your desk. You’re on the phone listening to some bland German
murdering your favourite song while you patiently wait for customer service to take your call. You
are number 50 in the queue. You start skimming through the brief. By the second paragraph your hands
are clammy, your heart is beating like a drum and you’re reaching for the emergency Valium. This is it,
the biggie, the brief the competition would kill for – and it is yours!
‘Hello, this is Lloyd, how can I be of service?’ This is not really how it went down. (It would have been nice if it did because it
does make for a good story!) The excitement, however, was all that and more.
‘I need two 8-ton GigRigs, a crash-course on the ins and outs of working in The whole of Zinto buzzed like a beehive. Everyone wanted to be involved and
Uganda, and my internet connection is down.’ part of the project. ‘MTN wants us, Zinto, in Uganda!’ We were on top of the
world.
There’s a stunned silence ‘Umm, I can help with the internet…’
www.nexmedia.co.za 10We’ve been dipping our toes in a number of African markets with some good highlights? If you ask the six team members chances are they will say, ‘Hosting
results. Doing business in Africa is not for sissies, though. You need to have the MTN Kampala Marathon and launching Bandoman’:
your ducks in a row and be willing to throw your go-to rule book out the window
at times; the markets are fluid and exciting and consumers are more savvy and The MTN Kampala Marathon is the biggest event of its kind in Uganda with over
sophisticated than what many so-called experts would have you believe. NB: A 20 000 people taking part. It caters for everyone from the serious athlete to the
Eurocentric attitude is the kiss of death if you want to make real lasting week-end jogger. The Zinto team was involved in virtually all aspects of the event
connections in Africa. from staging the entertainment to introducing the smart series campaign.
Uganda is one of the countries where we’ve established good working ‘Bandoman’ is the MTN Brand Ambassador. The Zinto team was instrumental
relationships in the local activation industry. It is a gloriously beautiful place. in shaping his personality, look and vibe. Nothing was left to chance; from his
Winston Churchill called it the pearl of Africa for good reasons. It is one of the clothing to his grooming to his interaction with MTN customers, everything was
most fertile places on earth. Everything seems greener, brighter and bigger here. designed and scripted to create the perfect MTN brand representative. (We
It is commonly believed that if Uganda was one huge commercial farm it could took it so seriously that we ‘imported’ Sandile Lepondo, the Zinto Music Wizard
produce enough food to feed all of Africa(!) On the negative side, however, like to create Bandoman’s signature music!) From the moment Bandoman hit the
many other African countries Uganda struggles with high levels of poverty and streets consumers were enthralled. Here was someone who listened and who
unemployment. (According to the World Population Review economic growth understood what they needed and wanted. During the mandatory sim registration
and development is hampered by a very young population – in the case of drive Bandoman worked tirelessly alongside the Zinto team to help thousands of
Uganda nearly 49 per cent is under the age of 14.) MTN consumers to register before the deadline.
In July 2015 a team of six intrepid Zintonistas (now known as the Ugandan Six!) And the highlights for me? Seeing the Zinto model in action outside our borders,
made the great trek to Kampala. It was exciting and scary, all at the same time; creating work opportunities for talented youngsters and, last but not least, getting
this was a six-month commitment far away from home without the comforting to grips with an exciting new market place. There was a lot of blood, sweat and
cushion of the Zinto infrastructure. Luckily there wasn’t much time to fuss or tears along the way but it was worth it.
worry. Within hours of setting foot in Uganda the team hit the streets. Obviously
we had market intelligence but to activate successfully the team needed to A big shout-out to the Ugandan Six: Simphiwe Zaukana, Nonto Dlamini, David
immerse themselves in the real thing. To misquote a mishmash of songs: ‘They Monametsi, Allowed Mashego, Velile Ndlovu and James Matjeke. You rock guys.
had to walk the streets, feel the vibe and get into the groove of Kampala’.
Michelle Combrinck is the
Stage two was recruiting and training activation crews. We needed local CEO of Zinto Marketing Group.
talent to connect successfully with consumers – local is lekker everywhere, She loves what she does
you know. With the help of Fortius Marketing we were able to get some truly and sees every campaign as
gifted youngsters on board. To get them into ‘Zinto-shape’ the trainees had to an opportunity to stretch the
do intensive dance, acting and movement sessions as well as in-depth MTN Zinto creative and strategic
brand and product training. (Local activation crews were employed on a muscle. To sum her up in one
part-time basis as and when we needed them.) sentence: A passionate dog
lover who also really enjoys
The activation team’s first job was the launch of the six revamped MTN stores in doing brand activations.
Kampala. It was a roaring success. The team’s next outing was at the Ekiggunda
Music event where we had 50 roving brand activators selling air-time and
promoting MTN product offerings. To say we rocked the capital is to put it mildly.
The rest is brand activation history (in Uganda anyway!) In the six months
we were there we did all MTN activations in Kampala central. We activated
everywhere, in malls, at universities, at airports, in stores, etc. And the Michelle Combrink
TEL: +27 (11) 553 1000 VISIT: WWW.ZINTO.CO.ZANex Media • HOW THE CHANGING FACE OF TELEVISION IS AFFECTING CONSUMER BEHAVIOUR
How the changing face of television
is affecting consumer behaviour
By Gareth Moll
The ongoing development of the way in which the consumer views the world’s ever-shifting scenarios is
ensuring equal attention to marketing channels.
And TV viewing is one of the fastest-changing advances in technology.
www.nexmedia.co.za 12I
t wasn’t that long ago when children were being warned that they would One of the problems, however, was that the cost of a TV advertising campaign
develop ‘square eyes’ if they watched too much television. Since those became prohibitive, and those with a healthy advertising budget relied on
exciting days when the striped screen saver heralded some excited repetitive adverts to justify the financial outlay.
anticipation, screens have changed in size, in bulk – and in audience. As to
whether or not the shape of our eyes has changed … well, that’s debatable! Another development was the changing attitude of the consumer markets.
‘Content marketing’ had been around for many years in many different guises:
What is confirmed, however, is that TV, as we have known it for many years, is however, with the new speed of communication via social media, the desire for
undergoing a rapid and exciting metamorphosis, from the cathode ray tube used genuine, interactive messaging meant that TV advertising became less of a focus
until the advent of flat screens, to the development of ‘smart’ television. and social media channels – including YouTube and Facebook – began to be the
consumer marketing conduits of choice.
And this development has affected messaging to target markets, with intelligent
campaigns including this vital source of communication. And the threat grew
One of the biggest game-changers is the internet. Those for whom the news and/
By creating interactive, relevant campaigns for Smart TV, brands can more easily or the weather were watched avidly while drinking the first coffee of the morning
track the influence of their content and measure engagement and resulting (what is it with having to know what the weather’s going to do?), are now often
actions,’ said Shirlene Chandrapal, SVP of Connected TV at smartclip. scrolling through the daily headlines while downloading e-mails.
Just what is TV? And how many of us have been hooked by weekly TV programs, not wanting to
TV, of course, is the shortened, everyday use of the word ‘television’ (from wait for the next episode? Take The Game of Thrones, for example. Rarely since
Ancient Greek (tèle), meaning ‘far’, and Latin visio, meaning ‘sight’– attributed Dallas has the world been so addicted to a series. The vampires and werewolves
to Constantin Perskyi in 1900 to describe the exciting centrepiece of almost that captured the hearts of many pre-pubescent teenagers (and their mothers)
every lounge. Where in the past huddling around the radio was the focal point came close, but the creators of GoT have caught the imaginations of millions to
of the family communication (we see it often in WW2 broadcasts), a few years the point of obsession with their unpredictable, often violent depiction of family
after the war ended the same families were crowded around a tall wooden box feuds. So much so that viewers don’t wait for the next weekly show – they
containing a screen, with the adventures of The Lone Ranger and Robin Hood download future episodes. (See Tom Ingoldby’s blog). At least with Dallas,
vying with romantic comedies – all in black and white and all allowing the companies who paid premium rates to show every Tuesday evening (in South
viewer a few hours of imaginative relaxation. Africa, anyway!) were guaranteed a viewing.
It’s incredible to think that in a relatively short space of time the development What does the future hold?
of consumer viewing has demanded the growth of the instrument used. The ‘As audiences fragment and competition increases, commercial television is in
wooden box made room for bulky, mass-produced plastic sets; the advent of the fight of its life’ is the introductory statement made on Media Watch (March
colour expanded the quality and quantity of programs, with popular series gaining 2015) by Paul Barry when he interviewed David Gyngell, CEO of Network Nine.
their own dedicated audience; TVs became portable with ‘bunny’ aerials; they They were discussing the demise of TV as we have known it for many years,
grew larger and flatter, with the more affluent amongst us boasting cinema-style and according to Gyngell, the future of TV looked bleak.
lounges; and the introduction of the video/DVD player signalled the demise of
the cinema’s popularity. In the US, the threat is from ‘streaming services like Stan, Presto, Quickflix and
the US giant Netflix which has signed up 57 million customers around the world
Marketing to the masses and plans to spend $3 billion this year on content.’ One of the problems is that
Whereas the radio had carried advertising messages via popular jingles, TV these communication channels are giving the consumer a choice of high quality
allowed for mass visual marketing. Advertisers could show their clients’ products films and drama for only $10 a month, and the consumer has a choice of
to a captive audience relaxing in their homes. Agencies were formed to promote accessing these on their TV or on any mobile device.
this exciting phenomenon, with the most successful broadcasting consumer
products from high-end cars to alcohol to cleaning products.
13 Nex Media • Vol 4 Issue 1Nex Media • HOW THE CHANGING FACE OF TELEVISION IS AFFECTING CONSUMER BEHAVIOUR
Apple has produced the exciting new Apple TV and while previewing it, CEO allowing each member of a family to enjoy his/her own entertainment tastes.
Tim Cook emphasised that – in his opinion – the future of television is apps, as With the ease of internet upgrades, the whole family will sit together in front of
‘through an app, you realise how much better [TV] can be. You can search for one TV. Thackrah also emphasised the benefits for business organisations, with
what you want and watch it when and where you want. And you can interact collaboration and video-conferencing made easy.
with it in powerful new ways.’
What does the consumer research say?
This opinion is supported by Hayley Tsukayama of The Washington Post who Suppliers and marketers can provide a plethora of views and opinions, but it’s
wrote an article entitled New Apple TV: If the Future of Television Is Apps, Sign what the end-market thinks that really matters. Interestingly, in 2013 Helen
Me Up. She reviewed the Apple TV ahead of the launch, and was impressed, Leggatt reported that ‘Smart TV is making headway, with both consumers and
particularly with the ease of online shopping and the impressive Siri-powered advertisers. New research reveals the power of interactive ads on Smart TV
voice search. and the positive attitude users have towards ads on their device.’
Although she felt the fact that the Apple TV doesn’t support 4K video, she Research from smartclip and LG Electronics in 2013 concluded that ’79 percent
certainly feels that ‘Apple is certainly making some headway with changing of Smart TV users are between 25 and 49 years old. Smart TV users are not only
the way consumers can interact with their television sets.’ the young target group that is difficult to reach via traditional TV, they are also
well-educated and affluent family people who are of maximum relevance
However, in an essay published in October 2015 in Tech.pinions Arthur for advertising.’
Greenwald, Producer and Consultant at Greenwald Media, has a different
point of view when it comes to the future of TV – and he certainly doesn’t How will this affect marketing strategies?
think it is apps. The emphasis on content marketing has already changed the face of consumer
communication. The consumer isn’t interested in being told what to buy….there
Greenwald maintains that although ‘streaming services, mobile devices and DVRs has to be a story built around the product, with the consumer made to feel a part
have taken a toll on same-day viewing and related ad revenue, that predictable of it. Reactions are instant, with negative responses going viral in a split second.
decline has been slow enough for the networks to experiment with other revenue
streams’, with lucrative deals negotiated with a ‘combination of Netflix, Amazon To appeal to the markets for whom Smart TVs are an important part of
and Hulu.’ Hulu is in fact owned by NBC Universal, Disney ABC and Fox. Morgan communication, integrated strategies would do well to include this
Stanley of Netflix ‘spends nearly twice as much licensing shows from the fast-developing area.
broadcast networks as they do on all their original programs combined.’
About Gareth Moll
In October, Colin Dixon discussed another debate raging on the future of linear TV. Gareth Moll is founder and CEO of
Head of content at Netflix, Ted Sarandos, declared while speaking at a summit on GroundUp Media. The company’s
the evolution of television viewing that ‘In 10 years… it will be entirely delivered visual projects for high-end clients
on the Internet. It will be a series of apps that’s closer to what you see on smart have won recognition both within the
TV. I don’t think it will be delivered on cable, and I don’t think it will be linear.’ industry and through awards such as
Dixon discusses the views of those who disagree with this pronouncement, the National Small Business Champion
one of which is the need for ‘background noise’. Award in 2012. Its market knowledge
has ensured clients are kept abreast
In South Africa, Matthew Thackrah, Deputy MD and Head of Consumer of the latest trends. Offering an
Electronics and IT Solutions at Samsung had warned already in 2013 – when integrated visual experience from
promoting the latest Samsung Smart TV – that ‘With many South Africans aerial videography and photography
starting to get used to the idea of watching content online, television using the latest technology, to
manufacturers need to find innovative ways of providing consumers with animation, photo-conferencing and
the best of both worlds.’ social media campaigns, GroundUp
Media will ‘take your idea and
New components of smart TVs include voice control and facial recognition, elevate it – from the ground up!’ Gareth Moll
www.nexmedia.co.za 14Nex Media • BUSINESS DESTINED FOR HERITAGE
Business Destined
for Heritage By: Alastair Laing
Since establishing Unlimited Events Group 17 years ago, as a business owner I’ve seen countless transitions
not only in the company, but within myself as a person and in every aspect of South Africa. Today, Unlimited
Events Group is a leading supplier to the local event industry, theming thousands of private and corporate
events, product launches, weddings, year-end functions and conferences, employing 120 staff. However, I can
tell you first hand that its been a long and often relentless road to success!
www.nexmedia.co.za 16T
he biggest learning I gained during the toughest times over the last two My continued efforts to grow the company and create a culture focused on
decades is that no matter what, as a business and an individual, stay customer satisfaction, excellent service and integrity paid off in 2013 when
humble, consider each new client as a blessing, never stop marketing, despite the economic downturn, the company sales grew by 75 per cent. I firmly
always give only 100 per cent – never take your eye off the prize. If you believe that our solid focus on customer service has resulted in companies such
get knocked down nine times, get up 10! as Massmart, Sanofi, Wesbank, Sasfin, Peermont Global and Discovery Health
returning to Unlimited Events Group year on year.
While we see the trend of many event businesses around us shutting their
doors and others cutting back on value add, a few brave companies seize the In 2015, we were invited to submit an entry for the prestigious Europe, Middle
opportunity and leapfrog competition. Sure, you might not be as cash flush as East, Asia Business Excellence Forum Awards in Portugal. We were elated!
you were in years past, but let’s face it, neither is your competition. However, Our company, which started out of a container in the back yard, was invited to
the competitive advantage you drum up with continued marketing and brand compete on the global stage!
awareness built during the tough times will be your lifeline later in the
market upswing. Following the premier two-day event lauding business owners, entrepreneurs,
board members and team members for the highest level of business, best
Looking back on the journey to where we are today, way back in 1998 my sister, business practices, it was time for the awards ceremony.
Rosemary, and I started the business out of a container with décor stock. Our
operations soon expanded into Rosemary’s house, with us literally using her cups Feeling giddy and star stuck, the announcement was made – competing against
and furniture, and having to hand wash our hire tablecloths. Not ideal conditions 240 nominees, Unlimited Events Group received the Top Three accolade for the
by any means but, we did not let challenges thwart our desire to build something Best CEO Award! I was speechless. To think that our brainchild came out tops
great, something thriving. Not only for ourselves, but for our family. against the foremost companies across Europe, Middle East and Africa. I couldn’t
have been more proud, not only of us as a company, but that we honoured South
In 2000, the successful operations allowed us to purchase a house for the Africa by being placed in the Top 3. We received international recognition for
business – wow, did we think we had arrived! The phenomenal growth of our our continued commitment and dedication to delivering exceptional service in
little company of just seven people saw the incorporation of Unlimited Events the events industry. That’s when it really sunk in that we had created something
Decor in 2000, as well as the addition of new shareholders. Shortly thereafter, really special.
the house was bursting at the seams, leading us to buying larger premises in
Centurion in 2002. Just two years later, the company had grown to such an In August this year we were invited to submit an entry for the South African
extent that we purchased the property next door to serve as a warehouse for round of the Business Excellence Forum Awards. I was blown away when
the operations. we once again scooped the CEO of the Year Award. Holding that trophy, I
became acutely aware of all the hard work, long hours, sleepless nights,
By 2008, the dynamic Decor and Entertainment company had burgeoned to 130 travel, perseverance and effort made not only by myself over 17 years, but
staff, boasting an annual event base of 1500. In 2013, we formed Unlimited made by each member of our dedicated team. It really was an outstanding
Events Group to house the various event supply divisions including Unlimited and very emotional accolade.
Events Décor, Unlimited Events Entertainment, Unlimited Kids Parties, Unlimited
Balloons, Unlimited Hire and Unlimited Photos.
17 Nex Media • Vol 4 Issue 1Nex Media • BUSINESS DESTINED FOR HERITAGE
It made me realise that our dream had come true. We had created not only a morbidly volatile and securing business and remaining profitable has never been
thriving business, but a company heritage and stronghold for our family, more gruelling. However, those companies who survive the storm are those built
employees and future employees with which they could navigate to their future. to last, and positioned to pass on a heritage to those it employs.
Yes, running a business is about making money, and growth and reputation, but
at the end of the day, for us it has always been about fostering an environment Never stop trying to be better, to offer more, to be more innovative and keep
where people working for our company not only love what they do but, have going in the face of adversity.
security to provide for themselves and their families. Most importantly our staff
are happy to come to work, they attain self development and have a deep passion There are so many rewards that come from riding the storm, making sacrifices
for what we do – creating the WOW factor at client events and going above and and keeping your eye on the prize. Surviving and thriving in the event supply
beyond expectations. industry for 17 years certainly hasn’t been easy. But wow, has it been worth it!
Consider your company heritage – do you have a clear vision and a Today Unlimited Events Group is the preferred event solution supplier to many
commitment to improve yourself and encourage those around you to blue chip venues across the country, including Gallagher Convention Centre,
achieve the most extraordinary? What wisdom have you gained? How Emperor’s Palace, Three Oaks and Royal Elephant and is rated by SEESA as
many people have your staff and business positively influenced? What a level 3 BEE. Unlimited Events Group continually complies with government
leadership model remains to inspire subsequent generations and clients? regulation in terms of the previously disadvantaged, internal training and is an
How will your business be remembered when you’re no longer at the helm? upstanding corporate citizen that gives freely of its time to uplift surrounding
Pivotal questions to ask should you want your brand or business to survive communities in need.
favourably in eras to come.
Despite the economic downturn, Unlimited Events Group has experienced
In the event supply industry, we count ourselves amongst those who have phenomenal growth in the last 18 months. We recently invested in leading
had to learn to drive organisational change, introduce quality best practices furniture hire business Inspire Furniture, we formalised a merger with high-end
and effectively re-invent how to do business. From this perspective of survival, audio visual conferencing business to form Unlimited Production and in 2016
however, many businesses are not cognisant of the long-term impact they have we plan to launch stretch tent business and the new Unlimited Events
on the clients they serve, the suppliers who serve them and how they affect showroom in February.
peers in the workplace.
Wow, what a ride!
Accomplishing anything worth talking about or remembering involves sacrifice,
commitment and setbacks – which is why big ideas and start-up organisations For further information on Unlimited
collapse in South Africa every day. Learn how to sell your vision to your client. It’s Events Group visit www.unlimited
no use brainstorming great ideas if you can’t figure out how to get the client on events.co.za or find them on
board. Too often the person pitching the vision focuses on unpacking the concept, Facebook – https://www.facebook.
as opposed to how the idea will help reach the client’s objectives. com/Unlimited EventsGroup
Always learn new skills. Getting the work done is only half the battle won. If the Alistair Laing, Group CEO, Unlimited
client isn’t happy with your delivery, you’re in trouble. It’s critical to constantly Events Group
evolve and learn how to map out the most strategic game plan to appropriately Winner of the Business Excellence Forum
manage client expectations. A client whose needs haven’t been managed poses SA CEO of the Year Award 2015
the threat of your business legacy being tainted by negative word of mouth. Winner of the Business Excellence Forum
AMEA CEO of the Year Award 2015
Lastly, don’t give up. Yes, the economy is tough, yes the political climate is Alastair Laing
www.nexmedia.co.za 18Nine compelling reasons why
outsourcing telesales makes sense
From banks to insurance underwriters, telesales stands out as one of the most successful sales
channels in the insurance industry. The 2014 Reinsurance Group of America (RGA) SA Bancassurance
survey shows that call centres are one of the key channels for bancassurance distribution and the
majority of banks rely on outsourced call centres to handle their insurance telesales.
19 Nex Media • Vol 4 Issue 1Nex Media • NINE COMPELLING REASONS WHY OUTSOURCING TELESALES MAKES SENSE
E
ven in the age of digital marketing, telesales stands second only to managed technology that results in hang-ups and irritated customers, you’re
in-person contact for success rate in closing a sale. But this is true only doing significant damage to your brand, customer relationships, and without
when managed by experienced telemarketers with a singular focus on a doubt your sales results.
sales, backed by advanced technology and proven processes that support
selling in a compliant and ethical manner. 6. Data and analytics – Telesales is a heavily process driven strategy backed
by deep data insights that determine whether the right products and benefits
‘Many marketers underestimate that generating sales via telephone is massively are being pitched to the right client, at the right time, with the right propensity
draining on human, technical and financial resources. When it comes to justifying to buy, with the best sales pitch. This is driven by data and analytics and
the capital expenditure on setting up an in-house call centre, versus outsourcing the ability to decipher and apply what the data is telling you into your sales
to a specialist telesales operation, there are many compelling reasons why processes. Interpreting this data into actions requires experienced
outsourcing will deliver a better return on investment and significantly higher management skills and expertise to ensure success.
quality sales,’ said Albert Thyse, Head of Sales at O’Keeffe & Swartz.
7. The art of the Sales Script – Telesales scripts must be well researched,
Here are nine compelling reasons why an outsourced specialist telesales provider professionally written, structured, and tested to identify weak areas, closed
is the best sales decision you’ll make: questioning and suitability to the target audience being contacted. Getting to
1. Speed to market – chances are you need sales quickly to make forecast. the most appropriate script takes time and constant refinement to ensure that
Building up a professional telesales operation takes years of learning, you don’t end up burning through databases and demotivating your sales
refinement, management skills development and investment in training, teams with calls that go nowhere.
recruitment, compliance and technology. A specialist provider has this in
place, so the focus is immediately on driving your sales. 8. Flexibility – You may need to double the number of agents for a promotional
period while a month later volumes need to reduce. This level of flexibility
2. Specialisation – It’s near impossible to excel at something that is not core to is virtually impossible to manage in an in-house operation. By making use of
your business. An outsourced telesales provider is a specialist in telesales, an outsourced provider, you have access to experienced and well-trained sales
which results in greater efficiency and higher productivity. These benefits consultants when you need them. They are likely to have experience on similar
culminate in delivering better sales results for your campaign. campaigns that they have previously dialled, or even campaigns handled for
your business. This knowledge and skills base is immediately available to
3. Human resources – by far the most expensive, demanding and perpetual of ensure greater campaign success when you need it.
call centre overheads. O’Keeffe & Swartz receives on average 1500 CVs every
month, of which about 100 suitable candidates make it into sales training. Post 9. Cost – this has three dimensions: time, expertise and money. You may think
the training, only about 50 per cent of the sales trainees end up making sales that you’re ‘selling products’, but what you’re really doing is buying yourself
calls. It’s an industry with high staff turnover so ongoing recruitment and an enormous amount of time and management skill. An outsourced provider
training are imperative. also has the benefit of multiple clients to amortise the hard costs such as HR,
telephony and technology costs that are onerous in a call centre. When you
4. Compliance, ethics and consumer protection – Given the raft of privacy, start adding up all the dimensions of cost in a call centre, you’ll be hard
consumer protection and FAIS legislation, compliance is an important pressed to justify this for a process that is not core to your business.
consideration in insurance telesales. Compliance incurs hefty demands
on processes, technology and human capital resources, and should be ‘Telesales is one discipline where working with outsourced professionals with
approached as a non-negotiable discipline within the business. proven techniques who thrive in performance-driven environments, supported by
technology, data, systems and methodologies, is critical to achieving an effective
5. Technology – is constantly evolving, so it can be difficult to keep track of the investment to revenue ratio,’ concluded Albert.
latest innovations in the market. If your call centre is using outdated or badly
www.nexmedia.co.za 20Tali Digital – Surviving
the baptism of fire
What is the worst thing you can think of to have happen to your company? The answers will be many
and varied but you can’t really know until it happens to you.
21 Nex Media • Vol 4 Issue 1Nex Media • TALI DIGITAL – SURVIVING THE BAPTISM OF FIRE
F
or Orlando and Carla de Abreu of Tali Digital, Saturday 25 April 2015 was payment terms until we could get back on our feet. We owe these three
a day they would rather forget. An alarm notification alerted Orlando to companies a real debt of gratitude. They are proof that not everything is about
a fire at his plant. He rushed to the factory to find a blaze raging through price.‘Add to this the fact that other printers helped us by picking up some of
the roof from the neighbouring factory and already burning in the upper the slack and allowing us to use their machines to handle production. Most of
floor of his factory. our customers were understanding and it was only those ones who had very
strict time deadlines that had to find alternative suppliers. Even our renting
With the assistance of quickly-called staff and friends, vehicles and whatever agent and the landlords in the area went out of their way to help us find
else could be easily moved was taken out of the roller door. Orlando’s next temporary premises at preferential rates to give us somewhere to house the
major concern was his computer servers. Although it is housed in a secure and company for the five months it took to rebuild. There was an overall can-do
purpose-built room, he was worried and made three separate attempts to get attitude which makes this country so special.’
upstairs to rescue the irreplaceable data stored on his RAID devices. While
the idea was good and admirable, Orlando admits that on more than one The fire at Tali Digital resulted in the need for a complete rebuild of the
occasion he almost succumbed to the smoke, soot and heat in the production and storage parts of the factory. Fortunately, the fire did not reach
upper part of the building. the office section which, apart from some heat and smoke damage, was left
untouched. The process of rebuilding allowed Orlando to make a number of
After many hours of valiant firefighting by the fire department, the fire was alterations and changes. One of these was the complete revamp of the
extinguished and the reality of the situation finally took hold. Orlando found workflow in the factory giving a more ergonomic flow. It also allowed for
himself somewhat numbed by the gravity of the events, while Carla was the correct conduiting of cables to keep floors and roofs clear.
distraught. They took the whole of Sunday to lament and grieve the loss
of the factory they had worked so hard to build. With so much of the plant completely destroyed, Orlando had to start from
scratch which involved viewing and testing new printers and equipment. This
Orlando said, ‘We could not afford to sit mired in that negative state for any included visits to overseas manufacturers and putting various pieces of
longer. Carla and I took strength from each other and we grieved for the whole equipment including roll-to-roll, flatbed and textile printers through their
day but after that we had to start the process of rebuilding. I started early on paces. While some of the decisions saw existing loyal suppliers providing
the Monday morning. We had to arrange new premises, move salvageable new equipment, others saw new technology being introduced into the
equipment, sort out staff and get everything in place to continue operating.’ company. Among these was the first Screen Truepress Jet WS3200UV
flatbed printer in the country.
Orlando continued, ‘The best thing to come out of this fire was the lessons
that we have learned. These are lessons that you could not pay to learn at a Orlando commented, ‘We were given the opportunity to look closely at the
university. The importance of planning is paramount. You need to plan for any company, our business and what we were doing and how we were doing it.
eventuality even if you cannot predict what that might be. Insurance must We could make changes for the benefit and future of the company.’
never be underestimated and don’t be afraid to question everything
and everyone.’ Throughout the process all the staff continued to work and not a single
member of staff was lost as a result of the fire. Not only that but the vast
The fire started in the neighbouring factory due to faulty equipment. It spread majority of clients remained loyal. Orlando concluded, ‘The lessons we have
via the roof where the sheer heat of the fire bent the steel roof open, quickly learned throughout the time it has taken us to get back on our feet will never
igniting boxes of stock. The intensity of the fire and the heat generated was be forgotten. Always have sufficient insurance, update your asset register,
sufficient to melt aluminium for display frames. After more than six hours of have business interruption insurance, question everything and detach from
raging fire the devastation was something to behold. the emotion – business is business, invest in data back-ups and don’t be
afraid to look at your business critically.
Not only was all the stock, valued at millions of rands, destroyed but as much
as 90 percent of all the plant in the factory was destroyed or damaged beyond I would like to thank our suppliers for sticking with us and helping us
repair. For most companies this would have been the end. For Tali Digital it through, our customers for their continued support even when they were
turned out to be a learning curve and the path to new beginnings. under pressure, our staff who have worked through some trying times and
had to deal with the pressure I have put them under and to all the companies
Orlando added, ‘Possibly the most valuable lesson we learned was the who aided us with their excess capacity to allow us to keep producing. They
generosity of people. Our suppliers especially GSW, Midcomp and Falcon have all renewed my faith in people.’
helped us far more than we could have ever imagined. Midcomp offered
us the use of the printers at the Innovation Hub to be able to continue with For more information on Tali Digital contact Orlando on 011 786 3147 or via
production. Falcon assisted us by providing us with stock and extending our e-mail on Orlando@tali.co.za.
www.nexmedia.co.za 22You can also read
