media update’s Aisling McCarthy and David Jenkin attended the first day of the conference on Wednesday, 7 June to hear what industry leaders had to say.

In a day filled with many insights, comedian John Vlismas got the ball rolling with a session on up-ending rigid perceptions and challenging people to think differently about the world around them.

With so many industry leaders sharing their insights and worldviews, attendees were faced by what can be termed a “good problem”: who to listen to among the many excellent choices.

AI, creativity, and the agency landscape

Artificial intelligence is constantly evolving, and it was Darren Leishman, CEO and founder of Spitfire Inbound Marketing, who addressed how AI is disrupting and affecting the creative space.

Noting the unease people feel in imagining a future where they are second best, Leishman spoke about the rapid developments taking place around AI and how it is being applied. He used the term “augmented intelligence” to describe an ideal symbiotic relationship where AI offsets human weaknesses to make people more efficient and effective in the workplace, including creative industries.

Sarah-Jane Boden, founder and executive creative director of SoulProviders, spoke about the major shifts taking place in the agency landscape in South Africa.

She addressed the way agencies are moving in new directions and embracing opportunities afforded by digital to diversify and hybridise, and how more female and black-owned agencies have been entering the market.

Bowden also acknowledged the larger forces at work affecting the agency landscape, such as the huge economic difficulties facing South African consumers, warning that the worst thing marketers can do is to pretend such issues do not exist.

The art of storytelling

Joggie Meyburgh, director of Dragonfly Marketing, spoke about the importance of telling a good story when selling a product.

“We can’t help ourselves – if someone tells a good story, we want to listen to it,” he said. In the B2B market, the shape of that “good story” will be dictated by finding out and knowing what is important to the client, and following through.

However, creating a good story is tricky, because, according to Meyburgh, it is impossible to tell a good story if you do not believe in it or know too little about the product. Once you portray your product in a way that showcases your knowledge, belief, and confidence in it, you will be able to sell it successfully.

As such, a successful story has three ingredients:
  • audience specificity;
  • product honesty; and
  • a personal touch
“A story can go where quantitative analysis does not gain access – the heart. Data can persuade, but it does not inspire you to act,” Meyburgh said.

“Learn to tell great stories and great sales will follow.”

Using influencers for B2B marketing

Jolene Roelofse, from Bludoor Market, told delegates that in B2B marketing you are not directly speaking to consumers, but rather creating an opportunity to use different influencers for different situations. She highlighted five types of influencers B2B marketers can use:
  • Employees: A “hugely overlooked influencer in their market”. They know the products and the direction of the company;
  • Brand advocates: They are already invested in your company and products and are your most reliable purchasers;
  • Media: Create personal relationships with media, rather than just communicating with them through a press release. Invite them to events before press releases are distributed as a simple way to make a good connection with these vital B2B influencers.
  • Industry Analysts: Through creating a personal relationship with industry analysts, you are more likely to have your business included in reports.
  • Thought leaders: Get in touch with industry thought leaders. Finding them is a matter of researching articles in newspapers and local media. By connecting with their work and social media, you are able to get in touch on a personal level.

Creating content, optimised  Gen marketing, and TV ads of 2016

Lumico's director and co-founder, Daniel Malherbe, offered some insights on how to create content that consumers actually want to engage with.

Malherbe says that the key to getting your adverts shared and remembered is making it relevant to an audience. He also highlighted the importance of getting people to want to engage with your content, by making it fun, “rather than for work”, which resembles a blanket statement about a product.

By creating fun content, consumers will want to be a part of it, rather than being forced into taking action.

“People are saturated with product information,” Malherbe said. “Fun stuff does better than boring stuff.”

Monique Claassen, director of media and digital at Kantar Millward Brown, told attendees that connecting with an audience means doing so with the right people at the right time with the right message.

Kantar Millward Brown’s research indicated traditional media is not dead, especially not in South Africa. Global markets see a greater focus on digital than traditional media but, in South Africa, the split is 50/50 between the two.

“In South Africa, traditional media does compete with digital – so we mustn’t simply follow global trends because it won’t work for us.” Claassen said.

The research also showed that across Generation X, Y and Z, mobile is an important platform – but so is TV and outdoor, with all three platforms almost on equal ground.Traditional media also has a notable advantage in terms of how consumers perceive intrusion.

Amidst all the activity at Markex and Madex, the Association of African Exhibition Organisers visited randomly selected stands to deliver gifts in the form of flowers, sparkling wine, and lunch as a token of their support for the exhibitions industry. The events coincided with Global Exhibitions Day (#GED17), while also offering training opportunities for exhibitors in a venue nearby.

For more information, visit www.madex.co.za