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‘Radio puts you in the mood’

February 21, 2013 By

The ‘Emotional Multiplier study’ or ‘Happiness’ study, conducted by Sparkler Research in the UK in 2011 indicates that listening to the radio makes people feel most happy and most energised when compared to going online or watching TV.

Rather than the peaks and troughs that people claim to experience with TV and Online, radio provides a consistent environment themed and shaped to suit the listener’s needs at any given time of day, and one that is generally upbeat in tone.

Moreover, this mood-boosting effect of radio editorial extends into the ad-break, generating 30% higher levels of positive engagement with the advertising.

For advertisers, radio, therefore presents a unique and powerful opportunity to reach consumers in a positive frame of mind, when they will be more receptive to advertising messages.

Top findings from the ‘Happiness’ study:

  • Consuming any medium (TV, Online, Radio) has a significant uplift effect on people’s moods
  • Radio generates the highest Happiness and Energy levels of the three media measured, and on more occasions across the day.
  • On average, when consuming radio, Happiness & Energy scores increase by 100% and 300% respectively compared to when no media is being consumed
  • Radio is the highest scoring medium for Happiness & Energy in 70% of day parts across the week
  • Radio, when consumed concurrently with online, forms the most potent mood-enhancing media combination.

This warm ‘feel-good’ pulling factor enhances the listening experience, prompting listeners to inspired action in an upbeat setting – great news for advertisers, by any means! Click here http://www.rab.co.za/happiness-study/   for more great findings from the ‘Happiness Study

Filed Under: insights Tagged With: , ,

What women want

February 21, 2013 By

Claire Mawisa, Kaya FM Head of Content says; “This time slot is more interactive and has a slower pace than both breakfast and lunch time shows – perfect for the female listener who loves to engage and discuss topics in depth. All women love to chat! I think it was traditionally known as ‘the female slot’, but I do feel that men should not be ignored, as they are also listening.

For advertisers looking to advertise to women specifically, which slot would you recommend and why?

I think the 9-12 slot is perfect, because there is an intimacy during this time slot that other shows can’t compete with. Advertising in this space has the opportunity to be less hard-hitting, to truly connect with our listener. We certainly have a strategy around women / females as we believe that the family purchasing decisions are still held by them. We celebrate successful women on air (where possible we use female experts as contributors) and through our Kaya FM activations.

Cindy Diamond, Sales Director: Inland at MediaMark says; “This slot is a great place to connect with all office listeners and people working from home (‘working’ encompasses stay-at-home moms as well as entrepreneurs and professionals). It’s a time of day where things are less frantic and there’s more propensity to listen to the radio for longer periods of time. The commonly-held belief is that those not too busy to listen will be more relaxed and receptive, and that many people listening at this time are not commuting and therefore have a higher propensity to engage via phone, SMS, email and digital platforms. I think the old presumptions about women being the focus during mid-morning relied on the stereotype that women stay at home and are busy with ‘housework’ at this time.

For advertisers looking to advertise to women specifically, which slot would you recommend and why?

Adult contemporary stations and those broadly targeting 25-49 year old listeners through music (I include Heart 104.9 FM, East Coast Radio, Jacaranda FM and Gagasi 99.5 in this category) tend to appeal to female listeners across the day. There is no set time that will get you the most success with females as a category. What’s important now is what kind of consumer is being targeted? If you want to reach a large number of female audiences with a brand message, then morning drive is still the best option. But if you want a more experiential campaign to promote attributes of a brand, the more sedate environment of 9-12pm will help the promotion stand out.

Malani van Huyssteen, Primedia Group Sales Manager says; “With commercial radio, we generally build audiences across the day. Programming is aimed at a broad audience across socio-economic, political, age and gender lines. There is no distinction made between male and female audiences. On talk radio, topics are chosen due to public interest, timeliness and relevance criteria for a broad audience. It follows then that there will be topics and issues for which the audience will ‘self-select’ out of personal interest. The same goes for music radio, which is targeted across all groups, depending on the station’s given license conditions. For example, 94.7 Highveld is an ‘adult contemporary’ station generally aimed at 25-49 year olds, as opposed to a classical music station.

Audiences are generally loyal to a specific radio station, rather than a certain presenter or time slot. This is unlike TV, which is programme-driven, and therefore easier to segment by gender choice.

This does not necessarily mean that radio is not a suitable medium for messages targeted specifically at a female audience. If marketers have a female specific product, it is the creative message that drives the response, rather than the presenter or the time slot”.

Florence Kikine, Head of Media Strategy, SABC Radio Sales says; “No two women are the same, want the same or appreciate the same and factors including life stages, profession, location and educational background may account for this. Radio is generally designed to appeal or speak to the different groups or markets of the population. If you look at ‘morning drive’ it generally appeals to people on the go; news, finance, business, weather, traffic interspersed with music and humor.

The African Language Stations generally deliver more females listeners across most of their time slots than males, with early mornings dominated by this group and delivery as high as 66% on some. This could be because many females have to wake up earlier to prepare the family for the day.

For advertisers looking to advertise to women specifically, which slot would you recommend and why?

Females, just like their male counterparts have various needs and communication requirements that are either time-dependent or circumstance-driven, so there is no one slot to direct them to. Women enjoy interacting with each other or with experts as they are the ones mostly responsible for the running of the household. In most stations the 9-12 slot caters for that interactivity with family or female orientated topics.

However…

It is vital that marketers don’t narrow their search for female listeners to only one slot. Women’s’ socio-economic lifestyles are fast changing in South Africa. As more and women  take charge of leadership roles within the economy, their listening habits are shifting too.

Women have a need to engage with one another, listen to and admire each other’s’ success. We have integrated this within our programming to feature more success stories from women in government, business, sport, and community builders.

African Language stations such as Ukhozi FM and Lesedi FM are popular amongst women in townships and rural areas because of their educational and informative formats. These women respond well to ‘agony-aunt’ type features.  Advertisers like Unilever (runs an educational feature with household tips on the OMO mailbag campaign), Tiger Brands (Mama Koo campaign), Sanlam (Takalani Sesame educational campaign) and many more, have all successfully benefited from the mid-morning shows audiences on SABC ALS radio stations.

Gospel music, which is essentially delivered on Sundays, is another environment that marketers may focus on when targeting female listeners. They ‘make appointments’ to listen to their favourite shows or presenters.

The female domination on radio listeners is not exclusive to ALS; RSG also delivers features including Pet shows, medical matters, book clubs and drama.

Ultimately, What Women Want is à Great programming that is relevant to their needs and is perfectly timed!

DID YOU KNOW?

The SABC Radio stations deliver more females than males at 13.9 million. The African Language stations alone deliver 11.2 million women, representing 53.4% of all listeners

Filed Under: insights Tagged With: , , , ,

THE BURNING QUESTION

May 10, 2012 By

Digital media consultancy Acceleration Media’s Diane Charton addresses the much-asked: How can radio be best used to optimise online campaigns, brands or businesses?

 

The quick and simple answer is that broadcast and online work hand in hand.

Your customers use a range of different media every day, often in quick succession and even sometimes at the same time. For example, consider that many of your customers may be sitting at their desks at work with the radio on and a Web browser open.

Others may be using social media channels like Facebook from their phones while they’re sitting in a car with the radio on waiting to pick the kids up from school. If you understand how your customers are interacting with your marketing and advertising across these different channels, you can use them to reinforce each other, drive better customer engagements and boost conversions.

This means that you need to be looking at ways of getting your campaigns across different media such as broadcast, print and digital to work together in a way that makes your ad rand stretch further. Radio and digital is a pairing that works together like bread and butter.

With radio, you are speaking to people on the go and you have their attention for a few precious seconds. You need to be short, sharp and impactful. But once you have their attention, you can steer them to digital channels to complete their journey to conversion.

On your website or Facebook page, for example, you could flesh out the details of the great special or product you tried to sum up in a few seconds of airtime.

Remember that digital doesn’t just mean your website – you should use vehicles such as SMS, mobi sites for cell phones etc, to prompt action from customers who are not near a PC.

This is a great way of capturing potential customers who are intrigued but not yet ready to buy. Your digital presence – through search engines, your website and social media can also help you to understand how well your radio ads are working.  What are people saying online in social media about your ad? Have you gained more Twitter followers since you gave your handle in your ad? Have searches for your products and traffic to your website increased following a radio campaign?

Radio and online are a powerful pairing because they complement each other’s strengths. One is an excellent way to call for action; the other helps customers respond to that call and gives you insight into how customers are responding to your ads. You should plan radio and online campaigns together to get better results from both.

Filed Under: insights

Radio & Digital. Best of Bedfellows – for now.

May 10, 2012 By

A few years ago, as digital started to become a viable advertising choice, prophets of doom were already heralding the end of traditional media. In stark contrast, it’s radio that has benefitted more than any other traditional medium from the growth of digital says John Walls. Question now is –what do clients really want from on-air/online campaigns – and more importantly – what should radio stations be offering?

It should come as no surprise that radio is ideally suited to integrate with digital. After all, radio is the original social medium, a place that reflects the listener’s life, interests, whilst allowing them to interact.

That said, the rise of digital was a godsend for radio stations in that it allowed listeners to interact with the station on a variety of platforms including websites, SMS, Facebook and Twitter, whereas in the past interaction was possible only through calling in, writing letters or perhaps at the station’s annual concert.

The beauty of radio – which is precisely why it is so complementary to digital lies in the personal relationship listeners have with the medium and by extension, their favourite stations and DJs. They become a part of our lives.

Think about how you consume radio. You wake up with your favourite DJ, you brush your teeth with them, you drive to work with them. We spend a lot of alone-time with the radio -very much like we do with digital media.

Our perception of radio is that it’s a one-on-one relationship with our favourite station or DJ, whereas with TV and print, the perception seems to be that we are just one of millions.

The advent of the digital era, however, has breathed new life into radio by making the stations realise that their brand is in fact everything. It’s not just about who has the most listeners or the best license conditions anymore. It’s now about building the station’s brand as well as that of its presenters so that consumers will want to interact with them across multiple platforms.

What this means is that the airwaves are now just the starting point of the relationship the station brands build with listeners. While it is still where they fall in love with the station’s brand, digital platforms are increasingly becoming the place where listeners engage with that brand.

Late bloomer…

In the early part of this century South African radio lagged behind the world in terms of digital connectivity and take-up. Whilst many in radio saw this as a handicap, the reality is that it turned out to be a real bonus.

It’s my view that radio stations in countries who implemented this digital technology first saw digital as a separate medium and many of them set up separate companies to market it. All they succeeded in doing, however, was cannibalising their own ad revenue.

By the time radio stations in SA got serious about digital, the radio industry, worldwide had realised that digital had to be seen as an extension of the station’s brand. The offering to both the advertiser and the consumer had to be an integrated, multi-platform one.

Having said that, over the past couple of years I think there’s been something of a slackening-off in innovation by SA radio stations when it comes to their digital offerings.

For instance, some stations have developed huge databases of loyal listeners but have yet to find a way to offer that audience to advertisers in a way that sells product directly, and in a measurable way.

This is the next challenge for our radio stations if radio is to remain the favourite bedfellow of digital. They need to develop and focus their digital offerings in a way that deliver what clients are looking for, namely:

  • access to segmented, targeted groups of listeners
  • one-on-one contact direct from client to listener, but capitalising on the affinity the listener has with the station.
  • Advertisers need to create genuinely attractive offers, which are exclusive to that station only. This will enable them to have direct access to listeners. Radio stations, on the other hand, need to understand that a listener will see value in genuinely lucrative commercial offerings. Even if it’s as basic as 50% off their next purchase of bread and milk, listeners will appreciate that their station has delivered something valuable and exclusive to them
  • Measurability- Stations should ensure that they deliver detailed post-digital campaign reports to give advertisers a clearer idea of what it is they should be looking for in their next campaign.

In summary, the way forward is for stations to offer controlled access to their listener databases, whilst clients should strive to make genuinely valuable and exclusive offers. The end result of any radio-driven digital campaign should be direct sales on the part of the client with a comprehensive post-campaign analysis detailing exactly who did the buying.

Filed Under: creative, insights, why radio

Radio versus TV: which comes out on top?

February 24, 2012 By
Published: 22 February 2012 on Media Update

Which is the best, radio or TV? It’s an intriguing question to pose, simply because of what each medium brings to the table. There is no easy answer either.

By Darren GilbertWhich is the best, radio or TV? It’s an intriguing question to pose, simply because of what each medium brings to the table. There is no easy answer either. Picking one of the two could depend on how busy you are during the day or what you are interested in. It could also hinge on your mood, which means just one thing: we need to compare them. Now wait. What do I mean by ‘compare’? It’s a question posed by Primedia Broadcasting’s general manager in the Western Cape, Karl Gostner, and it’s a valid one because they can’t be directly compared. However, that doesn’t mean there shouldn’t be a discussion about them.

In fact, that is the only plausible route to take, believes Gostner. “You need to understand that each medium has its own history. If you look at radio, it’s about using context to build relationships and communities.” You don’t get that with TV, a medium that he says provides “content in a stream”. It’s a point agreed with by e.tv’s head of channel, Monde Twala, who sides with a discussion angle. For him, the two mediums should not even be seen as competing. They have fundamentally different approaches to how they interact with their audiences as well as to how they deliver their message.

It might now seem that the two are completely different without anything to tie them together, but that couldn’t be further from the truth. Apart from the obvious point that they both exist within the media sphere, they also have exactly the same role. That role –doubling as a set of goals – is to inform, educate and entertain. For here though, the two are fairly split in how they go about achieving these goals. As Gostner said earlier, it would be unfair to begin comparing the two, playing one off the other to see which is best. Instead, they should be allowed to present their strengths to see where best they perform.

When it comes to the medium of radio, Gostner points to what he sees as the obvious advantage of “immediacy”. He even goes so far as to say that in many respects, radio runs neck and neck withTwitter in its ability to disseminate information quickly. This is in stark contrast to a medium such as television, where information will always be delayed, apart from with a live broadcast. So if you want to spread information now rather than later, radio has the jump on television.

Another advantage, and one which runs parallel with immediacy, is the ability to have instant interaction and reaction on any topic or issue. As Gostner points out, radio has a feedback channel that allows for the quick flow of information. “You know that if you phone a [radio] station, you can be on the air within minutes.” And of course, you also know that hundreds if not thousands of people are listening in on what you have to say. They can react instantly, showing that radio communicates with people in a way that TV simply cannot.

However, to bash TV with this fact would do it a disservice. Yes, it may not have the ‘community’ that a radio has, but that doesn’t mean it is any less effective. For Twala, TV plays just as crucial a role in achieving the goals set out for it, it just goes about it differently. One such difference is its ability to incorporate both visual and audio content. This single fact alone allows it to be known as one of the most persuasive mediums available. Merge compelling images with audio and you have an end product that informs, educates and entertains from two distinct angles. Radio, meanwhile, only has one.

While television has only been available commercially since the 1920s, it has fast grown to become one of the most popular. According to Twala, the medium has experienced significant growth year on year with customers “demanding more channels and alternative platforms to consumer content”. Meanwhile, the impending introduction of Digital Terrestrial Television (DTT), Twala believes, will certainly help. It will also prove a point: TV is a true mass media, having the ability to reach millions of people in a short space of time.

So, in asking the question of which is the better medium between radio and TV, we are missing the point. Both media, while working towards the same goals, are fundamentally different. As Gostner reiterates, “Radio and TV as media are driven by different histories.” They are driven by different methods and strategies. When approaching the two, the question shouldn’t be which is the best but rather which is the best for you.

Filed Under: insights, why radio

STATE OF…THE MOTORING AD SPEND

February 22, 2012 By

Radio Specialist John Walls has a particular knack for zooming in on the situation and providing a well-balanced view on things as they stand. His finger-on-the-pulse account of radio ad spend in the motoring sector wouldn’t just put presidents to shame – it signals just how car brands are stepping up to the plate to make sure their campaigns really hit home…image

 

In my previous life as a radio station sales manager we were routinely asked to predict advertising spend for the next 6 or 12 months.

The first thing i always did was to pull the spend for the automotive industry. If spend w

as up, it meant vehicle sales were up, and that meant that consumers were starting to open their wallets again.
invest in a new set of wheels. The first thing consumers do when they feel more financially confident is to

After all, there’s nothing quite like a new car to tell yourself, and your neighbours, that you’ve survived the recession.

On the flip side, if automotive spend was dropping, it meant that manufacturers and dealers were getting nervous, and consumers were starting to tighten their belts. When household budgets get tight, the car gets downgraded.

The automotive industry rarely spends to stimulate demand. They spend to take advantage of demand and economists have long used this industry as their ‘canary in a coalmine,’ their early-warning bell as to where the economy is headed.

Which is why I get very excited when I look at what the automotive industry is doing on radio right now.

According to Primedia Broadcasting JHB Sales Manager Andrew Cooper,automotive spend is definitely on the way up; “The automotive industry is our second biggest spending category behind financial services. We had 18 different manufacturers on air across our 4 stations in January and we’ve already had strong demand from all manufacturers for the first quarter of 2012”.

Ultimate Media’s experience in our first year of operation is that automotive radio spend is in rude health. Investing in radio has not been the issue. It’s rather been about the right way to invest in the medium.

Automotive is a major category for radio, but it’s traditionally been used to push retail offers like the recent BMW 2.99% interest offer. According to Cooper, many of the manufacturers use radio to run with retail offers off the back of new model launches which were advertised on TV.

Nothing wrong with this. TV makes you fall in love with the new model. Radio tells you where to buy it, how to buy it, and how to get the best price. Radio, in essence,closes the deal.

Take VW Claremont in the Western Cape where a recent radio campaign prompted this response from the client as an example;“we estimate that at least 20 of the car sales were directly linked to the exposure on KFM.

The results have been terrific and the dealership has been abuzz with activity ever since”!

While we’re not yet seeing a boom in new car launches on radio, we are beginning to see radio become a viable option in building the brands of manufacturers and dealers alike.

The automotive industry is starting to understand that radio delivers a captive market, literally captive in their cars. The car that they love, they hate, they wish they could upgrade. Imagine a soft drink advertiser knowing that every time a consumer hears their ad they will have a can of soft drink in their hand. Most advertisers would die for that!

BMW have been building brand on radio for years. But others have now caught on. They’ve twigged on to radio’s innate ability to connect very personally with listeners. “If the radio station is talking about it, then it must be good.”

Here are 3 great examples to ponder on;

Kia Motors

  • Ray Levin of Kia Motors has used radio to build the Kia brand significantly over the last few years. They leveraged their status as official sponsors of the 2010 FIFA World Cup by owning key radio properties, such as the ‘Countdown Clock’ on Talk Radio 702.
  • They maximised their radio presence by giving away a Kia Soul on the morning of the opening day of the World Cup across multiple stations. Kia then extended their radio presence by taking ownership of the ‘Take 40’ countdown on94.7 Highveld and KFM.  It’s a clever sponsorship, which gives them brand presence within a unique space, along with a forum to promote key benefits of their vehicles.
  • Kia then took a decision to dominate a defined space within radio with a weekly sponsorship under the East Coast Radio ‘Funsunzi’ banner. After all, it’s so much easier to stand out on radio, than in the clutter of automotive advertising on TV.

Carfind.co.za

  • Frank McDouall of Carfind.co.za also discovered that radio is a great way to build affinity with a brand. He developed the concept of ‘Carfind of the Week’ and made it a reality on Heart 104.9 FM.
  • Every Tuesday between 09h00 – 12h00pm the mid-morning show’s Saskia and Mel would paint a picture of a typical Capetonian. It could be the Mom who lifts 3 kids every day, or the surfer dude, or the aspiring female executive.
  • Listeners are then directed to the Carfind.co.za website to find the perfect car for each day’s candidate. The listener with the best choice of car wins a cash prize. Presenter and station affinity becomes affinity for the Carfind.co.za brand.

SMG

  • SMG is a multi-dealer BMW franchise with branches in KZN and Western Cape. All motor dealers are judged on a regular basis by means of a customer service survey of consumers.
  • This survey asks customers to judge a dealership on the basis of ‘poor, fair, good, very good, excellent.”  Mark Ross, Dealer Principal of SMG Cape Town, understood that he needed to speak to consumers in a language they would be familiar with. He chose radio to do this.
  • “Radio has so entrenched our pay-off line which is; ‘Not good, not very good, but excellent’ that our customers regularly quote it back to us”, he says.

Figures aside, radio is a vibrant medium for the automotive industry – certainly with the moving of cars off showrooms every Saturday morning – and most definitely with the building of automotive brands.

Filed Under: insights, Uncategorized, why radio

The Burning Question

February 20, 2012 By

“I’ve always thought you needed visuals to advertise a car brand?”

‘Two sides to the same coin’ or so the old adage goes, so when this gem;“I’ve always thought you needed visuals to advertise a car brand?”, arrived in our inbox, we put it to media expert, The Mediashop’s Richard Lord as well as creative genie Singh&Son’s Roger Paulse to find a happy ‘medium’…

Singh&Sons Executive Creative Director Roger Paulse says;

The answer is: “Yes, you do”.

Consumers have a lot of rational reasons to buy a specific car, but even two dozen rational reasons rarely convinces a consumer to buy a car that he or she thinks, looks ugly.

Consumers want cars that look powerful. Or cute. Or futuristic. Or French. Powerful? Cute? French?

These are tropes radio has been great at dramatising for decades. I would never suggest only using radio to sell a car, but assuming that it’s part of a wider campaign, radio does have its place. And that place is between your ears, not in them!

Visual media is terrific at showing you ‘what is’. Radio’s strength is in showing you ‘what can be’. Imagine how it feels to drive this car. Or just own one. Or being able to resell it without losing 90% of its value.

I’m interested in cars beyond their obvious purpose: getting from A-B. I know the history of the brand I drive. I know the exact capacity of my fuel tank. I know how many kWs the engine can produce.

But for most people, cars are about something far more important. For the young driver it’s about independence; going on a date without having to be driven there. For others it’s about getting to work safely in a country that doesn’t have the best public transport. For parents it’s the best way to keep their kids safe during a journey.

These are the emotions and desires that consumers have regarding cars. They’re perfect to dramatise on radio, because they’re personal. And every ad on radio is interpreted according to the listener’s

individual experiences. A visual medium shows exactly what is. Radio allows listeners to experience ‘what can be’.

For all the importance of what cars look like, the fact is that most of us spend much more time in our car rather than looking at it.


The Mediashop’s Associate Media Director Richard Lord responds…

It is a commonly held misconception by many vehicle advertisers and their agencies that radio cannot be used to sell cars as it is not visual. They believe that consumers need to see a car in order to want it.

While visual media can convey a sense of speed, style, quality and looks, there are many aspects of a vehicle that do not need to be conveyed visually. These include safety, fuel efficiency, maintenance plans and CO2 carbon emissions.

These are all critical components that people look for when choosing a vehicle and all of them contribute towards one’s overall perception of a car brand.

Radio is in fact ideally suited to car advertising – the main reason being that the majority of radio listening happens in the car – and what better place to try and sell someone a new car than when they are sitting

The vehicle market is increasingly cluttered and manufacturers are constantly fighting for market share. This means that strategically top of mind recall is of paramount importance and radio is ideal for creating this. in their old one!

Static media such as press and magazines are great for reaching the in-market consumer i.e. those people ready to buy a car now, but they’re not so good at reaching those people not in the market…it’s too easy to turn over the page.

Radio on the other hand has very low levels of ad avoidance and so has a unique ability of reaching both in and out of market consumers – that way when I am in the market for a new car in 6 months’ time, I have already been exposed to Brand X’s communication, making them a ready option on my consideration list.

In fact, research done in the UK by the RAB, suggests that ad awareness for vehicle manufacturers amongst radio listeners is 67% higher than for non-radio listeners. Clearly radio’s doing something right!

Filed Under: insights Tagged With: , , , ,
February 20, 2012 By

clip_image001

  • For every 1 000 South Africans, 109 of them own cars
  • In China there are only 22 cars per 1 000 people
  • In India, there are only 11 per 1 000
  • In Lagos there are 15 per 1 000
  • In Nairobi there are 50 per 1 000
  • In New York there are 500 per 1 000
    HOW TO use radio advertising to market car brands (great tips!)
  • The trick of effective ads is always to base them on what the listener wants to hear, and the listener is always one person. Although a station may broadcast to hundreds of thousands of people, each person listening only wants one kind of car.
  • Although the advertiser may offer three different ranges e.g. luxury, family and city cars, a listener will only want to buy one. One value proposition per ad is often more effective than hoping the listener will pick through a complicated ad to find the parts relevant to them. The objective is not to tell listeners all about the business. It’s to give a listener a compelling reason to come in and buy a car now.

    Trends – what’s happening?

  • “Generally, automotive ads have softened up a bit and are no longer positioned at the ‘man’s man’. Gone are the days of butch automotive adverts. Ads seem to be appealing more to a softer consumer, displaying softer emotional triggers (fun, escapism, envy) and substituting force and horsepower with agility and lightness”,says Ornico’s Tumi Rabanye. She attributes this to guru Faith Popcorn’s EVEolution trend, prediction that within a decade, the companies that do the best job of marketing to women will dominate every significant product and service category.
  • In addition, she predicts that by 2020, consumers in emerging markets will move beyond basic vehicles to embrace luxury vehicles and green technologies. The market for luxury cars in the developing world might best be compared with the explosion in demand for high-end brands in the late 1990s.
Filed Under: insights, why radio Tagged With:

RadioWorks Insights

December 12, 2011 By

Having successfully hosted the mother of all Conferences, RadioWorks 2011 – an amazing and rare opportunity where a host of the industry’s smartest thinkers got to soak up a whole day of radio, discussing what works, what doesn’t and why, we were suitably thrilled when some of the key speakers agreed to be a part of this publication. Here are just some of the notable takeouts.

Don’t you love it when they get it so right? Jenny Glover, Net#work BBDO

5 Tips on how to make NTR work – John Walls, Ultimate Media

Up close and personal with the Programming Manager – Jason Brownlee

The many shades of black – Lebo Motshegoa, Foshizi

Filed Under: insights, radioworks 2011

A view from the top

December 12, 2011 By

‘Frequency is everything’ – or so they say. ‘Radio is the most daunting of all mediums to create for’ – or so they say. In light of the ever-changing landscape, where everyone is expected to stay on top of trends, we’ve gathered some of the biggest industry guns, including Capitec CEO Riaan Stassen, LoweBull CEO Wayne Naidoo, Mediacom Strategist Ross Sergeant, Draft FCB ECD Neo Mashigo and lots more, to weigh in on these and other pressing media and creative issues and make sure you stay on top of your radio game.

Reasons why I did not touch that dial in 2010 – Rui Alves, Lowe Bull

Radio Creative: Time to raise the bar – Wayne Naidoo, Lowe Bull

An antidote to ‘creative’s block – to be taken daily – forever – Tony Hertz

True commitment to transformation will benefit radio – Ross Sergeant, MediaCom

Building a New Brand - Riaan Stassen, Capitec

Wooing the listeners – Luci Hirsch, Hirschs

Time for a shake up - Neo Mashigo, Draftfcb

Filed Under: creative Mind, insights
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