Considered once as just ‘toilet advertising’, washroom campaigns have moved with the times into additional ambient spaces. But, according to Brett Tucker, joint managing director at TLC, changing South African media agency buyer’s and planner’s perceptions is still more challenging than that of their European and American counterparts.
“Overseas, it’s common to see advertisers such as the world’s largest banks and luxury vehicle brands like Porsche and BMW, as well as cellular giants using this space,” says Tucker.
“What this form of ambient media has always been able to offer is category exclusivity, 100% gender segmentation and uncluttered space. The consumer is guaranteed to read the advertisement. Why? The advert is directly in front of your face, you are literally staring at it for between 30 and 90 seconds.
“In addition the consumer has very little to do so welcomes the opportunity to engage with it. We know that all people including the Queen of England, the President, the MD of a blue chip company and the local matric pupil, all have to use the washroom at some time or another.”
Globally there is a shift towards mobile and digital marketing as well as large format outdoor work that already happens inSouth Africa. “While highly effective in delivering on the impact scale, many advertisers in today’s economic environment simply cannot afford the media or production costs of large format advertising.,” continues Tucker.
“Combining mobile/digital and washroom advertising is becoming more popular as it allows for measurability, direct communication with the brand and the opportunity to build a customer database of people that are interested in gathering more information regarding the brand.”
Washrooms are found in every possible environment, shopping malls, airports, restaurants, bars, cinemas, campuses, nightclubs, health institutions, health clubs and sporting facilities. Each unique environment offers very specific target demographics and communication channels, reduces advertising wastage (the message is only seen by the desired target market) which in turn reduces the overall marketing cost.
While adverse perceptions still exist, brands certainly are starting to see the value of speaking directly to consumers, and more ‘top end’ brands are taking advantage of this singular type of advertising platform. More often than not first time advertisers renew or extend campaigns. There is however very little traction in the banking, vehicle and cellular space, where most traditional media platforms derive most of their income.
The platform lends itself to creative brilliance and innovation. It’s a unique space that allows flexibility, creativity and even witty comment when appropriate. While there are some brands whose creative agencies embrace the concept, many simply apply the same print advert as it appears in the newspaper. Washroom frequently makes up a very small portion of an overall campaign and creative concepts are often left until last. This is very much a sign of the times. Clients are demanding more ‘bang for their buck’, which often means increasing productivity by 50% with the same amount of man power. The reality is that this puts pressure on all ad-hoc communication.
“The future of this platform is getting product into the consumer’s hands. Every media avenue should be attempting to increase the opportunity of a sale being completed. We have looked at various options in closing the buying cycle. This could be either via physical testing of products (tester units), driving consumers in store (slip or mobile coupon dispensing) and even bringing the path of purchase to the consumer in the shape of vending machines,” says Tucker.
“The washroom space will never go away, consumers will always use it (it’s a fact of nature), they are 100% guaranteed of reading your message and lastly the environment determines exactly who you’re speaking to – and those are the facts in whichever environment consumers find themselves, so it’s key we have a platform that communicates with them.”
AlphaCode Awards R16 Million To Fintech Start-ups In One Of SA’s Richest Start-up Initiatives
This R2 million scale up accelerator offers mentorship, expert guidance and support services to help these more established businesses to scale and create jobs.
Last night, Rand Merchant Investment Holding (RMI), through AlphaCode, awarded entrepreneurial packages valued at R16 million to eight of South Africa’s most promising financial services start-ups. The entrepreneurial packages consist of R1 million in grant funding and R1 million in support, which includes mentorship, monthly expert-led sessions, exclusive office space in Sandton, marketing, legal and other business support services as well as access to the broader RMI network.
The AlphaCode Incubate initiative, in partnership with Merrill Lynch South Africa and Royal Bafokeng Holdings, identifies South African financial services entrepreneurs with extraordinary ideas and businesses that could impact the financial services industry. More than 200 start-ups applied to participate. Of these, sixteen made it to final pitch evening and eight recipients were selected.
The eight winning businesses are:
|Akiba Digital||A gamified mobile app making it easier and more rewarding to set, manage and meet savings goals.||Tebogo Mokwena and Kamogelo Kekana||https://bit.ly/2yOjYoX
|ISpani Group||Provides access for insurers into traditionally under insured communities through prepaid vouchers and USSD sold by a network of spaza shop vendors.||Prince Nwadeyi, Khathazile Moroe, Patrick Machekera and Louis Buys||https://bit.ly/2CrgbkE
|Jamii||De-risks tenant rent default through offering tenants incentive-based discounts on food and transport and bolt-on retrenchment cover.||Adrian Taylor, Marc Maasdorp and Bartek Dutkowski||https://bit.ly/2ytdc8F
|Nisa Finance||An invoice financing platform that enables financiers to issue invoice-backed loans to SMEs quickly and affordably by fully-automating the application and invoice verification through ERP system integration.||Thando Hlongwane, Tekane Ledimo and Sinqobile Mashalaba||https://bit.ly/2yptcIW
|Pago||A low cost mobile micro payments platform for the informal sector to enable an inclusive economy by digitising remittances through the use of blockchain technology.||Philip Mngadi and Noel Lynch||https://bit.ly/2S1QKvn
|Prospa||A mobile savings wallet for low-income earning South Africans that makes it easy to save small amounts infrequently using prepaid vouchers.||Dhanyal Davidson and Carl Ngwenya||https://bit.ly/2JbwbJf
|SELFsure||Enables millennials to significantly reduce car insurance premiums by self-insuring part of the risk via peer to peer lending.||Proud Chitumba, Amos Mugova and Tshepiso Shamane||https://bit.ly/2J6HVfV
|Yalu||A self-service credit life insurance platform which replaces a customer’s current policy with a more affordable, simpler and rewarding policy.||Nkazi Sokhulu, Tlalane Ntuli, Steve Goeieman and Life Mhlanga||https://bit.ly/2PH87QF
The programme has disbursed R13 million in funding to 15 black-owned financial services businesses since it began three years ago. “Some have experienced exponential growth and we have been amazed at the level of traction they have received locally and internationally. The intention behind AlphaCode’s Explore, Incubate and Accelerate programmes is for RMI to discover the next OUTsurance or Discovery; we want to identify, partner and grow the future of financial services in South Africa,” says Dominique Collett, head of AlphaCode and a RMI senior investments executive.
During the event, contestants had just three minutes to pitch their businesses, with a couple of minutes set aside for questions from a formidable panel of judges. These included Phuti Mahanyele, CEO of Sigma Capital; Raymond Ndlovu, investment executive, Remgro; Nakedi Ramaphakela, finance director, Royal Bafokeng Holdings; Anthony Knox, MD Investment Banking of Merrill Lynch South Africa and Dominique Collett.
Julie Benadie, regional executive of Operations and Corporate Affairs at Merrill Lynch explained: “We believe in supporting disruptive ideas so that creative fintech solutions will emerge to address the challenges that South Africa faces. We want South Africa to become a fintech centre of excellence with its already advanced financial services infrastructure.”
The AlphaCode Incubate programme deals with common challenges that financial services startups face. All participants are early stage businesses, under two years old and at least 51% owned by black South Africans.
“AlphaCode is also now also seeking additional fintech entrepreneurs for our Explore programme. This offers a 12-month data science and business skills programme for 20 aspirant South African fintech entrepreneurs in conjunction with The Explore Data Science Academy,” Collett added.
Candidates will go through an intensive six-month data science-training programme, where they will learn how to design a 10X business along with the core digital skills needed to build a fintech organisation. This will be followed by three-months of business skills training. Interested fintech entrepreneurs should apply at www.alphacode-explore10x.club by 30 October 2018.”
In addition, AlphaCode recently selected four more established fintech businesses for its Accelerate programme: Entersekt, Livestock Wealth, Click2Sure and Invoice Worx. This R2 million scale up accelerator offers mentorship, expert guidance and support services to help these more established businesses to scale and create jobs.
The Sky Is The Limit For South Africa’s Top Women Achievers
High-powered women achievers from across the private and public sectors, academia and diplomatic spheres gathered for a charged two-day conference in Johannesburg this week to share experiences about empowerment, achievement and the role that women are destined to play in a competitive global environment.
Several hundred women attended the 15th Annual Standard Bank Top Women Conference which, with the Top Women Awards, has become one of the premier events for women on the national calendar. The objective of the gathering at the Maslow Hotel on the 17th and 18th of October, was to showcase the achievements of South African women and reignite their passion as they have major roles to play in all arenas of endeavour, says Ethel Nyembe, head of Card Issuing at Standard Bank.
“The delegates to the Top Women Conference were inspired by speakers such as Yvonne Chaka Chaka, singer, songwriter and an entrepreneur in her own right; Phuti Mahanyele, executive chair of Sigma Capital, a black-owned investment group, and political and academic stalwart Geraldine Fraser-Moleketi, now Chancellor of Nelson Mandela University and other women who are playing leading roles in many of the nation’s listed blue-chip corporations.”
“The overall message is that women are playing a central role in growing all facets of our economy and are helping to build a future from which other women can benefit and, in turn, inspire others. Women, regardless of whether they are entertainment icons, professionals engaged in helping shape the minds of future generations, businesswomen or scientists are part of building a new global reality.”
To inspire delegates about the breadth and depth of the future for women, the conference examined all facets of economic life from the impact that IT and scientific research is having on building businesses, through to the development of entrepreneurs and leadership skills. Insights were offered through the contributions of speakers and roundtable panel discussions in which leading women offered observations and advice gathered from their vast experience.
“Standard Bank is proud of the role it has played in enabling women achievers to reach their full potential within its ranks. The bank also recognises that women across society have a broad role to play in the future of South Africa. It is through support for events like the Top Women Awards and the Top Women Conference that this approach is made visible and tangible.”
“We expect this year’s conference deliberations to deliver insights and inspiration that will not only spur established women to new heights of achievement, but also stimulate young women starting new careers,” says Ms Nyembe.
The Ins And Outs Of A Good Exit Strategy
The thought of parting with a business you’ve grown from the ground up may be unsettling, but Gugu Mjadu, spokesperson for the 2018 Entrepreneur of the Year® competition sponsored by Sanlam and BUSINESS/PARTNERS, says that it is better for both your business and yourself to plan for this as early as possible.
“The challenge that business owners often face in this respect is comparable to the difficulty that many new parents have with imagining their children grown up and leaving for university. Imagine, however, if parents did not plan ahead for the cost of their education – that would be detrimental to the future of their children. The same could be the case for your business.”
Mjadu says that a good exit strategy is about sustainability and being able to measure your business performance against the goals you have set for it. “It’s really about being able to say, ‘this is when the work is done and I can exit the business or take on a different role – this is what success looks like in terms of monetary return on investment and other business growth indicators’.
“The lack of an exit strategy could be telling of a fundamental lack of measurable business goals and this needs to be addressed,” she says.
From immediate liquidation to liquidation over time; family succession; selling to staff or external investors; the open market or another business; or the gruelling but profitable exercise of taking your company public – there are many different ways in which an entrepreneur can exit their business, but Mjadu says that whatever the process, a strong and solid strategy is essential.
She shares five key points of a good exit strategy:
1. It tells you when you are done
Mjadu says that a good exit strategy should reflect a core understanding of all the intricacies of your business and should be able to tell you when the lifecycle of your business (or of your involvement in the business) should come to an end. This is usually done by including a set of tangible measurables or objectives so that it is easy to ascertain when these have been achieved.
2. It sets out the right environment within which to exit
A good exit strategy considers the economic, social and political environment at the time of your exit. Mjadu says that this is important in order to plan for a secure financial future.
“Failure to think about this could result in short-changing yourself by exiting during a tough economic climate when the risk to buyers reduces the value of your business.”
She references the case of Victoria’s Secret when founder, Roy Raymond, sold the failing business for $1m unknowing that it would later grow into the multi-billion dollar empire it is now. “While Raymond’s exit was ultimately necessary for Victoria’s Secret’s growth, he sold it in 1982 during the global recession of the early eighties – one of the world’s biggest financial crises and this influenced the selling price at his exit”.
3. It compensates those who have contributed to the life of your business
It is important to consider the impact your exit could have on investors and staff, says Mjadu. “Closing shop for example, means that your staff no longer have employment at your business. Selling could mean the same.” She adds that it is important to consider ways in which your exit could also benefit these stakeholders – for example, selling to a bigger business could mean more career opportunities for your staff, as well as continued job security.
4. It compensates you
Mjadu says that entrepreneurs often struggle to recognise their own true worth, especially when this involves attaching a monetary value to what has been achieved. “The time of exiting a business is no place to short-change yourself. You need to get out the full worth of what you put in,” she says, explaining that this means ensuring that you are financially secure before and while you go into your next venture.
“Your needs for retirement and medical insurance, as well as the maintenance of your living standard, should be met at your exit.”
5. It sustains your entrepreneurial drive
Mjadu says that while you may be nearing the end of one journey, your exit should enable and encourage you to continue to be an entrepreneur – and to look forward to the next journey. “Your entrepreneurial skills and capacity do not end when you exit your business and whatever your strategy, it should egg you on to more entrepreneurial activity including becoming a mentor to aspiring entrepreneurs.”
Mjadu says that exiting your business should allow you a good retrospective look at what you have done over the years – and so planning the strategy early on in your business lifecycle will set you up in regards to what you hope to achieve. “Upon exit, you should be able to say that you have done what you set out to do, financially and socially, and you have some energy left to do more elsewhere.”
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