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Strike Media: Russel Stromin

Mobile media guru leads the new marketing sector with a string of successful campaigns.

Juliet Pitman

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Russel Stromin

The cellphone is the most ubiquitous communication device on the continent and yet some South African companies are still slow to embrace the power of mobile marketing. If they’re looking for examples of how effective – not to mention cheap – mobile marketing can be at getting consumers to answer the call of their brand, they need look no further than the work being done by Strike Media, a Cape Town-based mobile media marketing company. The company’s short code SMS and mobile internet campaigns are getting noticed for their high hit-rate, powerful messaging and ability to gather customer information.

Hitting the sweet spot

A recent campaign for a well-known cider brand is just one example. It generated 680 000 SMSs, which equated to an equivalent number of bottles sold, and 89 000 unique cell numbers. CEO, Russel Stromin, talks about what made the campaign so successful: “The brand wanted us to help them increase sales and build a database of their customers so that they could market directly to them in future. We ran a competition where the prize was a luxury cruise and people had to SMS a unique number under the bottle cap to enter. The prize they won improved the more SMSs they sent – for example if they sent one SMS they would go on a cruise and stay in a basic berth, but if for example they sent four SMSs and they won, they’d get to take four friends and stay in the best suite onboard.”
The idea worked wonders and gave the brand the opportunity to get permission from customers for future communication. This is particularly useful at a time when the alcoholic beverage industry is anticipating legislation that will restrict their marketing in a similar way to the tobacco industry years ago. “Mobile marketing provides them with a chance to change the way they reach customers and harness the power of direct, opt-in, one-to-one messaging,” says Stromin.

Getting customers to call you

Strike Media has also been very successful in getting delinquent debtors to pay up. The Association of Debt Recovery Agents (Adra) turned their outbound call centre into an inbound call centre, thanks to the work that Strike Media’s SMS campaign did in getting debtors to call their debt collectors, instead of the other way around. “We enabled them to send long SMSs with lots of information with details of what they owed and who to call if they didn’t want to be blacklisted. The instant nature of SMS, and the fact that it’s a medium that’s not typically ignored, means the debtors would phone in to arrange payment, or use the info in the SMS to pay on their own,” says Stromin. Research shows that 90% of SMSs are read within 15 seconds of being sent, unlike emails and letters. Adra president, Arnold Olivier, describes SMS as “the perfect tool” enabling debt collectors to contact hundreds of people in a reliable and cost-effective way.

Beyond SMS

But while SMS is highly effective, Stromin is quick to point out that it’s only one medium in the mobile marketers toolbox. “What we’re really excited about is the work we are doing in the mobile internet space.  Almost everyone in this country has a mobile phone and this has given millions of people, who don’t have a computer, access to the internet,” he says. Research shows there are more people browsing the internet on cellphones than there are on PCs. As broadband access becomes cheaper and handsets become more sophisticated, this group will continue to grow. “The new consumer has their phone with them all the time, which means they can access your mobisite wherever they are. So if you’re running an SMS campaign and you don’t have a link in the SMS to your mobisite, you’re really missing a trick,” says Stromin. With mobile as the seventh media fast becoming a mainstream marketing channel, companies that don’t capitalise on mobile technologies to interact with their customers will quickly get left behind.
Stromin sees it as Strike Media’s job to make sure that doesn’t happen.

Strike Media
Players Russel Stromin
Est 2003
Contact
+27 21 685 0577
www.strikemedia.co.za

Juliet Pitman is a features writer at Entrepreneur Magazine.

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27 Of The Richest People In South Africa

Here are 27 of South Africa’s richest people, but how did they achieve this level of wealth? Find out here.

Nicole Crampton

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Learn the secrets of SA’s most successful business people, here is the list of the 27 richest people in South Africa:

In a world with growing entrepreneurship success stories, victory is often measured in terms of money. The feat of achieving a place on this list is, however, years of hard work, determination and persistence. “One has to set high standards… I can never be happy with mediocre performance,” advises Patrice Motsepe.

From the individuals that made the 27 of the richest people in South Africa list, actual entrepreneurs and self-made business people dominate the list; while those who inherited their fortunes have gone on to do even bigger and better things with their wealth. Over the years, some have slipped off the list, while others continue to climb higher and higher each year.

  1. Elisabeth Bradley
  2. Sharon Wapnick
  3. Bridgette Radebe
  4. Irene Charnley
  5. Wendy Ackerman
  6. Paul Harris
  7. Wendy Appelbaum
  8. Mark Shuttleworth
  9. Desmond Sacco
  10. Giovanni Ravazzotti
  11. Markus Jooste
  12. Gus Attridge
  13. Gerrit Thomas Ferreira
  14. Cyril Ramaphosa
  15. Adrian Gore
  16. Raymond Ackerman
  17. Michiel Le Roux
  18. Lauritz Dippenaar
  19. Jannie Mouton
  20. Stephen Saad
  21. Patrice Motsepe
  22. Allan Gray
  23. Koos Bekker
  24. Ivan Glasenberg
  25. Christoffel Wiese
  26. Johann Rupert
  27. Nicky Oppenheimer
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Watch List: 50 Top SA Black Entrepreneurs To Watch

South Africa needs more entrepreneurs to build businesses that can make a positive impact on the economy. These up-and-coming black entrepreneurs are showing how it can be done.

Nicole Crampton

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Early-stage South African entrepreneurial activity is at an all-time high of 11%, according to Global Entrepreneurship Monitor, and entrepreneurial intentions have also increased to 11.7%. With both activity and intentions growing significantly year-on-year, there are more businesses opening up around South Africa than ever before.

The increase in entrepreneurship has seen the rise of more black entrepreneurs across numerous sectors. From beauty brands to legal services and even tech start-ups, these are 50 top black entrepreneurs to watch:

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Watch List: 50 Top SA Small Businesses To Watch

Keep your finger on the pulse of the start-up space by using our comprehensive list of SA small business to watch.

Nicole Crampton

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Entrepreneurship in South Africa is at an all-time high. According to Global Entrepreneurship Monitor (GEM), total early-stage entrepreneurial activity has increased by 4.1% to 11% in 2017/2018. This means numerous new, exciting and promising small businesses are launching and growing.

To ensure you know who the innovative trailblazers are in the start-up and small business space, here are 50 of South Africa’s top establishing companies to watch, in no particular order:

  1. Livestock Wealth
  2. The Lazy Makoti
  3. Aerobuddies
  4. Mimi Women
  5. i-Pay
  6. AfriTorch Digital
  7. Akili Labs
  8. Native Décor
  9. Aerobotics
  10. Quality Solutions
  11. EM Guidance
  12. Kahvé Road
  13. HSE Matters
  14. VA Virtual Assistant
  15. Famram Solutions and Famram Foundation
  16. BioTech Africa
  17. Brand LAIKI
  18. Plus Fab
  19. LifeQ
  20. Organico
  21. 10dot
  22. Lenoma Legal
  23. Nkukhu-Box
  24. Benji + Moon
  25. Beonics
  26. Brett Naicker Wines
  27. Khalala
  28. Legal Legends
  29. The Power Woman Project
  30. Aviro Health
  31. AnaStellar Brands
  32. Data Innovator
  33. Fo-Sho
  34. Oolala Collection Club
  35. Recomed
  36. VoiceMap
  37. ClockWork
  38. Empty Trips
  39. Vula Mobile
  40. SwiitchBeauty
  41. Pineapple
  42. The Katy Valentine Collection
  43. OfferZen
  44. KHULA
  45. Incitech
  46. Pimp my Book
  47. ART Technologies and ART Call Management
  48. Prosperiprop
  49. WAXIT
  50. The Sun Exchange
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