I was one of the lucky students to get the opportunity to attend the 2nd African Experiential Marketing Summit. All the event coordinators did a spectacular job with their décor and the snacks. There were extraordinary things to see there; they had people dressed like robots and had dances during the Summit. The food was marvellously presented too. Why not make a giant cupcake as a table on which to eat off? Well, that's what they did.
The first person that I had the opportunity of meeting and the MC was Martin Leong from Exp. Martin is a lively, enthusiastic, friendly person, he constantly made jokes and was really awesome to talk to. In between each speaker's presentation he gave a short summary and intro. I believe that he was the best MC I had ever met and a perfect one for the Summit.
I received on entry a lovely lanyard with a card stating that I was a full delegate (I felt so honoured) and at the back of the card the Agenda. I also received a journal with a short intro on all the speakers. I met David Boon, Group Director at Exp, a quiet individual but very knowledgeable and very welcoming, a great pleasure meeting him, the Exp and Purple Apricot team.
I received on entry a lovely lanyard with a card stating that I was a full delegate (I felt so honoured) and at the back of the card the Agenda. I also received a journal with a short intro on all the speakers. I met David Boon, Group Director at Exp, a quiet individual but very knowledgeable and very welcoming, a great pleasure meeting him, the Exp and Purple Apricot team.
Here's a photo of me and Martin:
Below are some of the topics that the speakers discussed, amongst others.
Speakers:
Bernd Schmitt
· How branding should encompass personality and not be fake.
· The case studies that he discussed were Mini, Ipod, W Hotels, Pinkberry and Starbucks.
· The end customer is not the only important entity, so are the employees. Thus, creating experience for the internal customers is required.
· Experiential marketing is measured by an Ex Scale and is reliable.
· The concepts and tools which differ between traditional marketing and experiential marketing is reinventing and breaking through markets.
Speakers:
Bernd Schmitt
· How branding should encompass personality and not be fake.
· The case studies that he discussed were Mini, Ipod, W Hotels, Pinkberry and Starbucks.
· The end customer is not the only important entity, so are the employees. Thus, creating experience for the internal customers is required.
· Experiential marketing is measured by an Ex Scale and is reliable.
· The concepts and tools which differ between traditional marketing and experiential marketing is reinventing and breaking through markets.
Here's me with Bernd Schmitt:
Ryan FitzSimons (Gigunda)
· How to get the people to fall in love with your brand
· Product -> brand -> brand badge
· Price relates to the purpose of the brand
· The importance of Word of mouth - he describes the process of discovering a product, understanding the product , purchasing it, and then talking about it, to create what companies desire called BUZZ
· A way of maintaining the BUZZ is by using the EPISODIC framework
· The truth of the product is very important
· There are 3 moments of truth, namely First moment of truth, Second moment of truth and Third moment of truth (FMOT, SMOT, TMOT)
· Friction is fundamental
· How a product fits into a consumers life
· Involvement + Friction = Destination Devotion
· An amazing case study was done on Charmin Ultra toilet tissue, which was a topic I couldn’t help but tell everyone about. Public restrooms are dreaded, and the friction people feel towards them was used by Charmin to make people love using their restrooms and product, and ultimately achieving their desired goal.
Dr Jannie Hofmeyr ( Synovate)
· 30% is what people will do and 70% of what people promise to do
· you can predict your consumers (brains) quickly and accurately
· Attitudinal + Barrier effects = Total Equity
· Challenge relating to what goes into consumers mind
· How to sustain what goes into consumers mind
· How to create brand commitment- if you make people happy, they will reward you with loyalty (he showed this with diagrams)
· He said that exceeding expectations is the most dangerous marketing doctrine in the world.
· Nothing can delight a human forever.
· Case study: Bonaqua
· Repetition is very important
Andy Rice (Yellowwood Brand Architects)
· Changing face of brand communications
· Change the whole philosophy
· Consumer empowerment
· Corporate brand
· Internal alignment
· The media is extremely cluttered, so the companies' standard response would be to create new media
· Media proliferation
· New media is a catalyst for a handover of power from brand owners to brand customers
· The control of media has shifted from brand owner to brand customer
· As stated by Ryan and Andy both the consumer controls the brand
· There is no hiding place for companies – they need to use authentic and honest advertising and to deliver on promises.
· Distinguished “word of mouse” from “word of mouth”
· What a company offers is no longer enough
· We are all in the service industry – brand alignment becomes top priority
· When your brands leave the shop they must have: values, authenticity, personality, openness, to let them thrive.
· Just like parents are still held accountable for their children once they leave home, so are companies with their products.
Sharon Penhallrick ( Telmar SPC)
· Evolution and revolution of the communication landscape across Africa
· Sharon was very open and interactive with the audience asking questions and expecting audience participation
· Media source is not the same all over the world, it is unique
· Similarities and differences in countries with regard to: culture, continent, consumers and communication
· The difference between traditional African Culture and westernisation is a continuous struggle
· Communication trends
· Research is essential
· PAMRO and AMPS
· Television, the power of radio, print, outdoor, cinema, internet and cellphones.
· Win-win situations for all marketers.
Carol Abade (Exp)
· Influencing the influencer
· Traditional marketers view of Africa (this I found interesting)
· Information on Africa
· The market place
· How to approach african markets
· Companies need to have a new way of thinking
· Influencer matrix (aspirers etc.)
· Influencers connect people
· Advocacy
· Rules to marketing in Africa
Carl Monteiro (FIFA)
· Fifa World Cup 2006 and 2010
· Global brands
· Branding licenses
· Publications
· Broadcasters
· Fan Fest (something I wasn’t prior aware of)
· Fan parks
· Marketing platforms
· Stadiums to be built
· Budgets regarding stadiums
Kim Skildum-Reid (Powersponsorship)
· Sponsorship (very interesting topic)
· Brief introduction to brand marketing
· Product life cycle
· Customer continuum from being aware of brand advocating to others.
· Sponsorship is improving on something people care about
· 4 generations of sponsorship:
Ø Exposure driven
Ø Sales driven
Ø Objective driven
Ø Market driven
· Market driven the best alternative where a marketer can achieve win-win-win situation for the sponsor, sponsee and target market
· The event experience doesn’t end at the end of the game (very clever statement)
· Sponsorship is target market driven
· Explored how sponsorship works with case study Mazda (which I told many students about)
· Weetbix, Orange Mobile, Vodafone, Nambarrie Tea Company, Spirit and PMI case studies.
· Being sponsors does not align to the events but to their target market
· Recommendations are to get strategic
· get away from sponsorship package mentality.
· How to get the people to fall in love with your brand
· Product -> brand -> brand badge
· Price relates to the purpose of the brand
· The importance of Word of mouth - he describes the process of discovering a product, understanding the product , purchasing it, and then talking about it, to create what companies desire called BUZZ
· A way of maintaining the BUZZ is by using the EPISODIC framework
· The truth of the product is very important
· There are 3 moments of truth, namely First moment of truth, Second moment of truth and Third moment of truth (FMOT, SMOT, TMOT)
· Friction is fundamental
· How a product fits into a consumers life
· Involvement + Friction = Destination Devotion
· An amazing case study was done on Charmin Ultra toilet tissue, which was a topic I couldn’t help but tell everyone about. Public restrooms are dreaded, and the friction people feel towards them was used by Charmin to make people love using their restrooms and product, and ultimately achieving their desired goal.
Dr Jannie Hofmeyr ( Synovate)
· 30% is what people will do and 70% of what people promise to do
· you can predict your consumers (brains) quickly and accurately
· Attitudinal + Barrier effects = Total Equity
· Challenge relating to what goes into consumers mind
· How to sustain what goes into consumers mind
· How to create brand commitment- if you make people happy, they will reward you with loyalty (he showed this with diagrams)
· He said that exceeding expectations is the most dangerous marketing doctrine in the world.
· Nothing can delight a human forever.
· Case study: Bonaqua
· Repetition is very important
Andy Rice (Yellowwood Brand Architects)
· Changing face of brand communications
· Change the whole philosophy
· Consumer empowerment
· Corporate brand
· Internal alignment
· The media is extremely cluttered, so the companies' standard response would be to create new media
· Media proliferation
· New media is a catalyst for a handover of power from brand owners to brand customers
· The control of media has shifted from brand owner to brand customer
· As stated by Ryan and Andy both the consumer controls the brand
· There is no hiding place for companies – they need to use authentic and honest advertising and to deliver on promises.
· Distinguished “word of mouse” from “word of mouth”
· What a company offers is no longer enough
· We are all in the service industry – brand alignment becomes top priority
· When your brands leave the shop they must have: values, authenticity, personality, openness, to let them thrive.
· Just like parents are still held accountable for their children once they leave home, so are companies with their products.
Sharon Penhallrick ( Telmar SPC)
· Evolution and revolution of the communication landscape across Africa
· Sharon was very open and interactive with the audience asking questions and expecting audience participation
· Media source is not the same all over the world, it is unique
· Similarities and differences in countries with regard to: culture, continent, consumers and communication
· The difference between traditional African Culture and westernisation is a continuous struggle
· Communication trends
· Research is essential
· PAMRO and AMPS
· Television, the power of radio, print, outdoor, cinema, internet and cellphones.
· Win-win situations for all marketers.
Carol Abade (Exp)
· Influencing the influencer
· Traditional marketers view of Africa (this I found interesting)
· Information on Africa
· The market place
· How to approach african markets
· Companies need to have a new way of thinking
· Influencer matrix (aspirers etc.)
· Influencers connect people
· Advocacy
· Rules to marketing in Africa
Carl Monteiro (FIFA)
· Fifa World Cup 2006 and 2010
· Global brands
· Branding licenses
· Publications
· Broadcasters
· Fan Fest (something I wasn’t prior aware of)
· Fan parks
· Marketing platforms
· Stadiums to be built
· Budgets regarding stadiums
Kim Skildum-Reid (Powersponsorship)
· Sponsorship (very interesting topic)
· Brief introduction to brand marketing
· Product life cycle
· Customer continuum from being aware of brand advocating to others.
· Sponsorship is improving on something people care about
· 4 generations of sponsorship:
Ø Exposure driven
Ø Sales driven
Ø Objective driven
Ø Market driven
· Market driven the best alternative where a marketer can achieve win-win-win situation for the sponsor, sponsee and target market
· The event experience doesn’t end at the end of the game (very clever statement)
· Sponsorship is target market driven
· Explored how sponsorship works with case study Mazda (which I told many students about)
· Weetbix, Orange Mobile, Vodafone, Nambarrie Tea Company, Spirit and PMI case studies.
· Being sponsors does not align to the events but to their target market
· Recommendations are to get strategic
· get away from sponsorship package mentality.
That's me and Kim below:
I have never ever met so many amazing speakers who are so confident in what they know. Intelligent people and very good public speakers. I am so honoured to have been given this opportunity to experience it, it was above all a truly big eye opener and I intend using the information I know in my future as a marketibg leader. I look forward to the 3rd Summit. A big Thank you to the Exp group for giving me the ticket and to God for making all this happen.
“Nothing becomes real until it is experienced”
(John Keats 1819)
Cyndi-lee De Cerff
2nd year IMM Graduate School of Marketing student
Damelin
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