Media

By Brendan Powell, General Manager – Isilumko Media

Trends in the youth market seem to dissipate almost as quickly as they are formed, but as we see our transition into the digital space further entrenched through our reliance on mobile and other handheld technology, we discover that certain trends could be here to stay.

Smart phones are the quintessential tool for the current tech-savvy youth.  It has become a vital appendage from which they never detach, except maybe to shower.  It is not only a part of their lives but is in a way a vehicle for their way of living.

By Brendan Powell, General Manager at Isilumko Media

The strong sense of Corporate Social Responsibility (CSR) evident in South African culture has been attributed to, among other things, our unique sense of “ubuntu”; earning us a reputation of being one of the world’s most generous and philanthropic societies.  While that’s a good start, Corporate Social Investment (CSI) has evolved beyond philanthropy and charity and beyond unfocused contributions that fail to meet local needs; into a strategic business tool that empowers communities through sustainable development.

Santa Claus-type hand-outs of the past are a far cry from trends we currently see emerging, with a distinct shift from tokenism towards strategic investment.  Such investment manifests in various forms at corporate and community level.  The basic premise is that by empowering communities, one generates community goodwill which ensures local ownership of CSI projects – the key to sustainability.  Furthermore, building effective partnerships with government and improving an organisation’s reputation among peers and public is achieved through a synergy established between CSI and aligned brand marketing – also a key component in business sustainability.

By Lauren Durant, Operations Director – Isilumko Media

Entering this new year requires reflection on what contributed to the success (or failures) of the last, and an understanding of which defining trends will allow a business to continue or improve its performance coming out of 2010 A victorious year for South Africa was not devoid of its challenges – hosting the FIFA World Cup in the e shadow of a “dying” recession dominated the latter part of the year and impacted greatly on changes in the media landscape and consumer preferences.

In my mind, two considerations carried us through 2010.  Firstly, the impetus of business as usual ensured success despite many varying obstacles.  Secondly, recognising the power of the “Real Time Review”, that is customers’ reflections and subsequent announcement of their brand experiences.  This phenomenon is especially relevant in an increasingly immediate and social society, albeit dominated by online networks and social media platforms such as Facebook and Twitter.  Ensuring a positive brand experience through the use of competent, energetic and passionate promoters therefore continues to be invaluable as part of this process.  

By Lauren Durant, Isilumko Media, Operations Director

Whilst the actual execution of a promotional campaign is crucial in successfully achieving pre-set objectives; developing a powerful relationship and two-way communication between the activation and logistic legs of the campaign can generate highly desirable and substantially improved results of your in-store campaign.

An example is a recent promotion launching four new products, for which I&J required the execution of a 9-week large-scale in-store campaign targeting 165 chain stores in five regions across the country; a logistical migraine if proper planning is not employed.  Generic objectives included consumer introduction to the four new products, product sampling, distribution of coupons and an overall sales drive.  The strong professional relationship and open communication between Isilumko Media, as the promotional company, and the merchandiser led to an exceedingly successful campaign.