Since the late 1800s, the Durban July Handicap, held on the first Saturday in July at the world-renowned Greyville Racecourse, has been one of South Africa’s most prestigious sporting events, attracting hundreds of local and overseas visitors.
What people love about it is that it’s so much more than sport – it’s also a glamourous social get-together and an over-the-top fashion spectacle that gives the country’s fashionistas an opportunity to show off outrageous outfits.
It’s also a day that offers enormous potential for anyone with the imagination to leverage all the elements that make up the spectacle. That’s what caught the attention of Paul Veltman, founder and MD of Velti Events.
“With R3,5 million up for grabs, racy fashion and glamourous parties, it’s an event company’s dream project.”
In his case, Veltman stresses the importance of truly leveraging an event like the Durban July.
“In terms of what it offers, it’s comparable to the best sporting events around the world, especially because it comprises so many different elements, from hardcore horse racing to fashion, music, entertainment and lifestyle – there’s something for everyone. That makes it an excellent opportunity for almost any brand that is targeted at LSM 7 and upwards.”
He notes that providing value for money for the sponsors of this type of event is critical. “If a sponsor gives you R1 million towards an event of this level, make the best possible use of that money and turn it into R2 million worth of value.”
Veltman, who has been involved in eventing and nightlife in South Africa, Australia and the UK since his teens, launched his business in 2010, after a stint in London where he got involved in the recruitment of high-end marketing directors – an experience that proved to be a great learning ground for him.
“I left London after the economic downturn and decided to return to South Africa to pursue my passion, which is eventing. I was lucky enough to have saved the cash needed to get the business up and running. From the beginning, our model has been to work only with top-end, blue chip, large corporates. Unlike other events and hospitality companies, which typically have hundreds of clients, we have around 35, and all of them are high-value. That is what gave us the opportunity to go out into the market and find sponsors for the experiential event we wanted to create at this year’s Durban July.”
Velti Events already had a track record of success at the Durban July, having held events there in 2011 and 2012. “As a result, we were able to secure some great sponsors for the 2013 event. We partnered with MTV, Fish Eagle, Playstation 4 and Wella Koleston to create the most amazing site ever to grace the lawns of the Durban July.”
The event was a major contributor to the company’s R35 million turnover this past financial year, an upswing of 50% over the previous year.
Creating a definitive spectacle
With the sponsors on board, Velti Events was able to create the ultimate racecourse getaway – an inflatable village with a scale of more than 8 000m2 and spread over six giant inflatable domes.
“Set just a few paces away from the racecourse, the village combined futuristic glam with cool comfort and hot entertainment,” says Veltman.
“Named the Eagle Air Village, it delivered the best entertainment experience for race-goers, providing non-stop fun for music lovers, fashionistas and gamers. Spectacular décor and staging were complemented by great service,and themed zones, including a PlayStation Man Cave complete with a sports bar and gaming consoles, and a Wella Koleston Pamper Zone with champagne bar and glam cam for the ladies.
“We created an environment that was fun and exciting, with fireworks and special effects. Every touch point spoke to the Eagle Air theme, with visitors having different classes of tickets, and all staff dressed as air stewards and hostesses.”
Behind the scenes
Sounds decadent, opulent and a lot of work to pull off, doesn’t it? Veltman and his team had to raise more than R5 million in sponsorship from the global brands PlayStation and Wella Koleston to make this vision a reality.
Ask any entrepreneur who’s ever tried raising funds, and you’ll know this is no easy task. But what really took the event to a whole new level was securing MTV (Viacom Networks) as a media sponsor. Over a period of four months before the event, the television channel provided an R8 million above-the-line campaign to promote Eagle Air Village.
It was the joint venture partnership with MTV which actually enabled Velti Events to secure Fish Eagle Brandy (which was being revamped at the time), Wella Koleston and PlayStation as key sponsors. For the 2011 July Handicap, Veltman signed a deal with MTV, making his the first events company to bring a media partner on board.
That year, they won the award for best hospitality marquee. It had been MTV’s first foray into KwaZulu Natal, so the company was delighted. That was the basis for the conversation around what to do in 2013.
“We took the decision to completely customise the event around our sponsors instead of forcing the sponsors to fit in with us and our model,” he says. “Even though this process was extremely intricate, it was also one of the main things that made our offering different and highly investable.”
The partnership between Velti and MTV meant that all below-the-line elements, including the national pre-activations, the entire Eagle Air Village creation, the actual event execution and ten months of planning would be Velti’s responsibilities; all the above-the-line elements – along with the artists and television production would fall under MTV’s remit.
“It was a partnership that just worked, and we became like one big family, with everyone having input into everything throughout the course of the project,” says Veltman.
The other differentiators included the fact that Velti Events created a true through-the-line campaign which gave its sponsors tremendous value and included exposure on television (MTV, MTV Base, VH1 and Comedy Central), radio (East Coast Radio and YFM), in print (newspapers, magazines, posters, billboards), and through 100 national activations around the country, as well as a huge social media and online campaign spread across multiple platforms, all leading up to the event itself.
This was also all tied into an optional three-year contract which meant the sponsors could turn this into an annual event in their calendar. The feedback from those who attended was so positive that Fish Eagle Brandy jumped at the chance and signed with Velti Events for future races.
“The total campaign could easily be valued at more than R25 million,” says Veltman. “The key to our success was to maximise the unique partnership between Velti and MTV. That’s really how we were able to produce the event and the media offering at our cost while still creating one of the most unique and experiential sites at the Durban July, with a high-spend media campaign behind it. It was this strategy that enabled us to provide our sponsors with more value for their money than we all thought possible.”
To carry off an event of this nature requires a business like Velti Events to have all the right processes in place. “We have spent a lot of time and energy on getting the internal workings of the business spot on.
An event of this nature requires massive cash flow. We had to be ready to carry millions for up to 90 days. We are able to do so because of the relationship we have developed with our bank.”
The experiential differentiator
Veltman says with consumers more and more adept at skimming through media clutter, marketers are constantly seeking new, inventive ways to cut through advertising mess and make an impact.
With people’s attention spans growing shorter and their expectations continuing to rise, creativity and production values are amping up. That’s where experiential marketing comes in.
“It’s extremely difficult to differentiate brands in today’s world,” he says.
“To set yourself apart you have to be really different and create truly unique experiences. It’s not just about ‘doing an event’. There’s little money to throw around these days, so any type of marketing a company does has to offer a return on investment. Experiential marketing offers that through tangible, tactile engagement and activation.”
Experiential marketing programmes allow consumers to become active participants in the brand’s marketing effort. If well planned and executed, they can be very memorable and relevant, and can result in a positive change in consumer behaviour, encouraging people to make a purchase or change their brand preference.
“A consumer event like the July Handicap is the perfect backdrop for an experiential marketing programme. It enabled us to bring the sponsors together and let them offer sampling and live hands-on product demos. This allowed consumers to touch and use their products rather than just hearing or reading about them – you’re interacting with people rather than merely talking to them. It’s an opportunity to take experiences further by including the types of fun activities we offered.”
The idea, he says, is to create real value through strong partnerships and joint ventures and turn that into an offering that is so unique and quantifiable that big businesses can’t refuse.
Joel Stransky Shares His Insights On What Makes A Great Leader
Enter Joel Stransky just as friendly as the rest of the team, also casually dressed, also wearing a smile. As a founding director of the innovative Pivotal Group, he explained that their value proposition particularly in Pivotal Talent.
Posters displayed on companies’ walls representing the business’ Vision and value system are a common occurrence. A general value that numerous companies share is to be client centred and to provide excellent service. Yet, unfortunately a proportion of companies do not live according to their values as tools to actualize their collective Vision.
An observant individual would take only a few seconds to notice that the Leadership group at Pivotal has gone to great lengths to establish a definitive and value driven culture as well as a motivating climate for their team members. As I waited in the reception area I was met with smiles from several people passing by and there was generally no way to assess what their position was as they were all casually dressed, friendly and approachable.
Enters Joel Stransky just as friendly as the rest of the team, also casually dressed, also wearing a smile. As a founding director of the innovative Pivotal Group, he explained that their value proposition particularly in Pivotal Talent, is the use of Augmented Intelligence and data analytics within the “human capital space”. The application of AI and data makes talent acquisition and career guidance much less of an enigma and challenge as opposed to the recent past where traditional talent acquisition and career guidance methods became less and less successful and more and more time consuming.
The “pivot” of the 1995 Victorious Springbok world cup team shared that he always starts off an employee-employer relationship with the assumption of mutual trust and respect. He believes that once you have put in the sincere effort to understand people better, bigger belief in them is a natural result.
“The greatest asset in business is people,” Joel passionately explained and added that it is possible for a brilliant product to fail in the long run when the wrong people are employed.
“Hiring the right people that would not only help sustain the current culture but add more value to it is critical to any team or companies’ sustainable success,” Joel explained. The Millennial generation think differently and have different expectations from a working environment, therefore it is a critical factor for any manager and/or Leader to understand what drives the emerging generation and also how to manage the polarity of generational gaps.
Related: Servant Leadership – Will You Serve?
As a result of diversity and generational gaps Leadership and management has become a fascinating space to operate within South-Africa as not only cultural and language barriers might offer a challenging HR environment, the millennial generations unique behaviours amplify the need for useful adaptations within all spheres of work.
As a practical example, employee X is twenty-three years old. Some of the key questions that management needs to figure out, that is if they sincerely want the best for, and the best out of employee X, are:
- Is X motivated by monetary rewards and/ or does she/he need a regular hug to feel part of and add to the company culture?
- Does X need to interact with management socially for example be taken out do dinner?
- What skills does X have or lack that impacts his/her performance?
- It is impossible to motivate someone else. In what way can I create an environment for X wherein he/she can motivate himself/herself and excel?
How you satisfy Xs’ needs and manage all related factors to his or her needs has become critical success factors in how we as leader’s approach career development in general.
Reflecting on the development of his own sports and business career, as well as his family life Joel is adamant that whatever drives you in sport also drives you in business and within your family life. Whatever he has achieved within all aspects of his life came as a result of setting goals and making those goals a reality.
Both in sports and in the business world within South Africa there is a general tendency towards over structured management and coaching. Although a structure and daily management is an integral part of business and sports, a paradigm shift towards inspirational Leadership that empowers other leaders to succeed is key in terms of serving others and creating a motivating and sustainable environment within which all team members can thrive.
Reflecting on Joels’ observation: “Our countries’ value chain is broken” the moment has most certainly arrived within which more and more value driven and ethical Leaders, emerging from all generations must arise and collectively work towards an improved future.
Critical to the actualisation of a collective future vision is the development of Leadership skills therefore one of the keen interests of the author is to recognise and learn from other Leaders’ character traits. Joel’s’ highly effective communication skills underpinned by the core people skill of active listening quickly came to the fore as he could quote part of my question and comments in each of the very insightful answers that he provided. His keen willingness to innovate and to create inspiring working environments makes his enthusiasm and skill as a Leader tangible.
Let us all challenge ourselves to learn from prime Leadership examples offered by individuals such as Joel Stransky and leave more and more Leaders behind for only in such a way can an inspiring future be built.
Nhlanhla Dlamini Not Only Has Guts, But Grit – In Spades
An alumnus of WBS and Harvard Business School, Nhlanhla Dlamini did some soul searching when he was doing his MBA at Harvard, and knew that the corporate ladder, although tempting, was simply not going to be enough.
It takes guts to venture into entrepreneurship. And when you’re in a ‘cushy’ job with a top global auditing firm who are grooming you for partnership, it takes even more guts.
Nhlanhla Dlamini not only has guts, but grit – in spades.
An alumnus of WBS and Harvard Business School, Nhlanhla did some soul searching when he was doing his MBA at Harvard, and knew that the corporate ladder, although tempting, was simply not going to be enough.
“I started thinking, ‘what is the best thing I can do with my life?’”, recalls Nhlanhla. “I always felt a pressing need to get involved in lowering the unemployment rate in South Africa. It’s a notoriously difficult space, but entrepreneurship is the real engine of job creation and I felt compelled to rise to the challenge.”
When he left his job at McKinsey in March 2015, Nhlanhla decided to explore the agricultural sector – having no idea what product or what part of the value chain he would end up in. He spent until December that year exploring the agri-food sector, gaining as much understanding as he could about the entire industry by talking to famers, co-ops, agricultural associations and various other stakeholders.
“I wanted to export products to the US and I looked at tree nuts, blueberries, dairy products or meat. Because of stringent FDA regulations, meat wasn’t an option – but a friend of mine from WBS days suggested meat in the form of pet food.”
And so Maneli Pets was born, and Nhlanhla moved his fledgling business into a factory, which he re-purposed for meat processing, in October 2016. By June 2017, he had started operations with 30 employees on board, and by September he had 50 employees.
What makes Maneli different from other US-bound pet food products in an already saturated market? The answer is high protein meat from animals that are unique to South Africa.
“I discovered a market for the off-cuts of meat from specialist butcheries – so crocodile, warthog, ostrich etc,” Nhlanhla explains. “The result is a very high quality, high protein pet snack with a difference – and US pet owners are willing to pay for the best they can get.”
Under the brand name ‘Roam’, Maneli Pets products are exported to a pet food wholesaler in Boston, US, owned by the family of Nhlanhla’s former WBS classmate, who had planted the seed of the idea in the first place. Nhlanhla is now preparing to launch the products under another brand name for distribution in South Africa and export to the EU.
But pet food is only the start. Maneli Pets is an offshoot of the Maneli Group, a diversified food company which is looking ooking to build further businesses in the green energy sector, while boosting black entrepreneurship.
According to a City Press report, South Africa has relatively few black-owned food production businesses, which is why government is actively promoting agro-processing and the manufacturing sector in general to spur economic growth.
Nhlanhla has worked tirelessly to secure government funding, and was thrilled to obtain R26 million from the Industrial Development Corporation (IDC). Just last month, he received the news that Maneli Pets had been awarded grant funding of R12.5 million from the Department of Trade and Industry’s Black Industrialists Scheme (BIS).
Nhlanhla, who was also a Rhodes scholar at Oxford University, considers his PDM at WBS a “superb” way of preparing a student for the real world of work. “The group dynamics was an essential learning experience in terms of delivering on a mandate with a group with entirely different skill sets.”
Describing himself as a “passionate and active WBS alumnus”, Nlhanhla still stays in regular contact with a core group from his PDM class, proving that one of the enduring benefits of a PDM (and an MBA) is the opportunity to connect and network with like-minded people and form life-long friendships.
Apart from what he learnt in the Entrepreneurship Management module of the PDM, such as the pillars of entrepreneurship, macro trend support and financing an idea, Nhlanhla considers the keys to success are threefold: Recognising the value of a social network, tenacity – and just a little luck!
See Will.i.am And Malcolm Gladwell Live In South Africa
The BCX Disrupt Summit has gathered some of the world’s most innovative and disruptive thinkers to guide you and your business into the future.
As one of the largest technology players in South Africa, BCX embraces disruption. As an organisation, one of its primary focuses is to move its customers into the future, not just with products and services, but a shift in mindset as well.
What tools and ideas do we need to embrace today to be ahead of the curve tomorrow? With this in mind, BCX has partnered with BrainFarm to launch the inaugural BCX Disrupt Summit.
“The BCXDisrupt Summit is a platform for South African innovators and businesses to learn from and be inspired by some of the greatest examples of possibility in the world,” says Dean Carlson, founder and CEO of BrainFarm, the event organisers.
A gathering of minds
The BCXDisrupt Summit is bringing some of the world’s greatest minds together under one roof for two days. The speaker line-up includes will.i.am, Malcolm Gladwell, Rapelang Rabana and Nick Goldman and topics covered will range from where technology is heading, to how playing games can extend your life expectancy by up to ten years.
Seven-time Grammy award winning hip hop artist will.i.am is also a significant player in the tech and entrepreneurial space, as well as a philanthropist. He was a partner in Beats Electronics, which was sold to Apple for $3 billion in 2014. “When will.i.am was 16 years old, music was where it was at,” says Dean.
“And so, he focused on building a music career, and creating products for that industry. Today he’s learning to code, because that’s where it’s at. He’s got an unparalleled handle on where the world is moving to, and so many insights to share.”
Dean has built BrainFarm on a portfolio of incredible local and international speakers, each of whom he’s seen live. “I regularly attend international conferences to get a sense of which speakers and idea-shapers I’d like to bring to South Africa,” he explains.
“will.i.am is one of those global shapers whose ideas take everything to the next level. To get maximum value from him for our delegates, we’ve chosen an interview set-up instead of a key-note talk. Local tech expert Aki Anastasiou will be interviewing him, and the audience will be able to ask questions as well. This will give us an opportunity to localise will.i.am’s knowledge and ideas.”
Author of five New York Times bestsellers, including David and Goliath and Outliers Gladwell is well known for introducing the concept of the 10 000-hour rule, which states anyone can become an expert in anything given enough time and practice. Dean first brought Malcolm Gladwell to South Africa in 2009.
“When I dropped him off at the airport, Malcolm signed his book for me with the words ‘Please invite me back,” says Dean.
“We’ve tried to bring him out a few times since then, but the timing hasn’t worked out. This was the ideal summit for Malcolm’s ideas, and this time, the timing worked.”
Having seen Malcolm in action many times over the years, Dean knows that he’s a speaker that always leaves his audiences wanting more. And so, the BrainFarm team thought about the best way give their delegates exactly that.
“Malcolm has developed a masterclass for the second day of the Summit that will focus on what makes a person successful, both in life and business. He’ll be unpacking tools our delegates can use to personally drive success.”
Nick is that rare breed of academic who is also an engaging and entertaining speaker. A UK-based mathematician and genome scientist, Nick is passionate about how we can store and preserve digital data.
“If you want to feed your brain, Nick is the person who will do that for you. His team recently coded five documents of historical significance onto a strand of DNA,” says Dean.
Each day, what we thought was possible changes. What does the future look like, and are you ready for it?
Born in Senegal and sold into sex slavery, Marieme Jamme refused to accept the lot life had given her, and instead taught herself to code. It was a skill that enabled her to change her conditions and life. Today, through her latest venture, iamtheCODE, she has one giant, global goal: To teach one million women and girls to code by 2013.
“Marieme has a consultancy that helps tech companies get a foothold into Africa, the Middle east, Latin America and Asia, and she’s also focused on her mission to help other women and girls escape their fates by learning to code,” says Dean. “She’s one of the most interesting and inspiring people I’ve ever come accross.”
Heralded as the controversial CEO and saviour of Telkom, Sipho has helped the company rack up gains of 150%, making Telkom one of the best performing companies on the JSE. “A major focus of Telkom is getting businesses across Africa ready for tomorrow’s customers,” says Dean.
“To be ready for tomorrow’s customers though, you need to know who they are, and have a sense of what the future will bring.”
A game designer, Futurist and New York Times best-selling author, Jane’s TED Talk, The Game That Can Give You Ten Extra Years of Life, has over six million views to date.
Local tech-star Rapelang Rabana is the CEO and founder of Rekindle Learning, a company she has positioned at the crest of a rapidly rising online community across Africa.
Her mission: To deliver learning in bite-sized chunks across the continent.
CEO of BCX. BCX has invested millions in computer programming education so that young people from all social and economic backgrounds have the opportunity to become programmers at no cost to them.
When Lars joined LEGO as Senior Global Director of Social Media and Video, the company didn’t even have a Facebook page.
“Today LEGO has well over 12 million followers on Facebook and more than three million on YouTube where they’ve just knocked up five billion lifetime views,” says Dean.
“The big idea behind their social media campaigns is to leave the thinking to their fans. Lars understands the creative power of the crowd, and what harnessing that power can do for your business.”
Bringing it all together
“We focus on projects that excite us, and that will change the perceptions and world views of our delegates,” says Dean. “We’ve partnered with BCX to put together an incredible event that will leave you inspired, amazed and driven to change your life and organisation – with the tools to do so.”
To find out more about the BCX Disrupt Summit or to book a seat, visit https://www.bcxdisrupt.com/
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