Monthly Archives: October 2017

Getting to know Gizelle Burke

  • By Adri van der westhuizen
  • Published October 31, 2017
  • Tagged

gizelle burke

Gizelle Burke is the Media Director at Get Set Go Media, and handles all the bookings and scheduling of campaigns. Her position in this exciting industry is to manage operations and liaise with clients and broadcasters. With Gizelle, you can always expect service from a contagious smile and someone who’s always prepared to go the extra mile.

What are your views on traditional advertising? Do you prefer TV over radio over print etc.
I definitely prefer TV – I can see and hear the advert at the same time, which makes me remember it.

Which African countries should be on our radar when it comes to advertising?
Zambia

Do you have any advice for smaller brands that have limited budget when it comes to advertising?
If you have the right strategy and advertise with the right broadcasters, any budget can make the world’s difference! Just do it!!

Tell us something about you that not many people know about you
I love nature!

If a kid walked up to asking for your advice and you only had a few minutes to give them your best tip, what would it be?
Don’t sweat the small stuff

If you could choose one superpower… what would it be?
The Flash – I want to make time stand still.

Emotional Advertising: How Brands Use Feelings to Get People to Buy

  • By Adri van der westhuizen
  • Published October 25, 2017
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Ads that make people share and buy can usually be summed up in one word: emotional. That should be no surprise. Studies show that people rely on emotions, rather than information, to make brand decisions — and that emotional responses to ads are more influential on a person’s intent to buy than the content of an ad.

As Douglas Van Praet, author of Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing, wrote in Fast Company, “The most startling truth is we don’t even think our way to logical solutions. We feel our way to reason. Emotions are the substrate, the base layer of neural circuitry underpinning even rational deliberation. Emotions don’t hinder decisions. They constitute the foundation on which they’re made!” Unruly, which ranks the most viral ads each year, found that the most-shared ads of 2015 relied heavily on emotional content, specifically friendship, inspiration, warmth, and happiness.

How Emotion Is Used in Advertising
Historically, people have recognized six core emotions: happy, surprised, afraid, disgusted, angry, and sad. However, in 2014, the Institute of Neuroscience and Psychology published research stating that the distinction between four of these emotions were based on social interactions and constructs. Instead, human emotion is based on four basic emotions: happy, sad, afraid/surprised, and angry/disgusted. Based on these four categories, let’s look at how brands are using emotions to drive connection and awareness:

1) Happy
The most-shared ad of last year — and of all time — was Android’s Friends Furever, showing clips of unlikely and undeniably cute animal friends.

2) Sad
MetLife Hong Kong produced this heartbreaking ad featuring a daughter who describes all the things she loves about her dad, yet the story breaks down when she also describes all the ways he lies to her.

3) Afraid/Surprised
A lot of scare-vertising tactics can be seen in commercials to prevent drunk driving and cigarette smoking. The World Wildlife Fund is one brand known for its controversial and fear-inducing imagery. Surprise can also take a positive form as can be seen in one of the best ads of 2015.

4) Angry/Disgusted
Always’ Like a Girl campaign, which won an Emmy, a Cannes Grand Prix award, and the Grand Clio award, uses a famous insult to grab your attention.

Which emotions do you associate with specific brands? How have you used emotion in your client’s advertising? Let us know in the comments below.

This article originally appeared on Hubspot

How to get your ideas to spread

  • By Adri van der westhuizen
  • Published October 11, 2017
  • Tagged

It may be an oldie, but Seth Godins “How to get your ideas to spread” will always be a goodie.

In a world of too many options and too little time, our obvious choice is to just ignore the ordinary stuff. Marketing guru Seth Godin spells out why, when it comes to getting our attention, bad or bizarre ideas are more successful than boring ones.

Godin professes that marketing that works is less about the actual product, and more about whether you can get your ideas to spread or not. We are living in a time where ideas spread rapidly by anyone about anything. Idea diffusion gives companies an alternative. Spread the idea that your product is unique by doing something remarkable. Find out who cares and who is listening.

Is your idea remarkable?

The below video can actually help you think about your company’s marketing strategy in new ways.

Getting to know Zielke Visagie

  • By Adri van der westhuizen
  • Published October 3, 2017
  • Tagged
IMG_0468 - Zielke Visagie

Zielke Visagie is the Finance Manager at Get Set Go Media, and handles everything finance related! Although Zielke’s job requires tons of responsibility and seriousness, she simply loves working at Get Set Go Media, and often describes it as being a part of one big happy family. Zielke is all about the number crunching but her view on the advertising landscape is pretty much on point!

What are your views on traditional advertising? Do you prefer TV over radio over print etc.
I definitely prefer radio over all traditional advertising, it is cost effective, time efficient and delivers measurable results.

Cost Effective – When you’re out to reach a national audience, radio advertising delivers a much more budget friendly solution that other forms of advertising. Television and Print ads can cost hundreds of thousands of dollars to get off the ground. Between getting copywriters, art directors, screen actors, models, video equipment, and studio time, just producing a TV or Print advertisement is extremely expensive. When thinking of media spend, national radio rates can be much more attractive than TV rates – yet you’re still able to reach the intended target audience. One of the most clear advantages of radio advertising is how cost effective producing and running a radio spot is.

Time Efficient – How long does it take to get a television or print campaign off the ground? How long is the lead time on national print ads? National news publications and magazines are notorious for their extremely long lead times. If you want to test a national print ad, the planning and production needs to occur months, or even a year before the ad actually runs. Television also has long production and lead times as well. It can take months to get a high quality TV on the air, with an affordable, yet successful media plan. Yet radio has an extremely short lead time. Producing a quality radio spot can happen as fast as three weeks, and booking a strong media spend as fast as two. This means, you are able to test your message or brand on the radio almost as quickly as you think of it. The quick time frame it takes to execute a radio campaign is certainly one of the many advantages of radio advertising.

Measurable Results – Another great advantage of radio advertising, particularly for direct response advertising is the ability to track results quickly, and accurately. You see, not only does direct response radio track results, down to the market, station, and location, but the results are instant. When you use radio ads that track calls, it is very clear within two weeks if the message is working. In fact, if a spot is doing particularly well or poorly, that fact may be glaringly obvious within the first few days of testing your radio advertising campaign. Along with the fast turnaround time, this means if your spot is on this week and you aren’t seeing the results you need, you can have a new spot, testing an entirely new message on before you have time to seriously fret over the negative results. In comparison to TV, which can take months to give you real, measurable results or print ads, which are difficult if not impossible to track, radio provides accurate results quickly and on a daily basis. The accuracy and swiftness of results obtained via direct response techniques may in fact be the most important advantage of radio advertising.

Which African countries should be on our radar when it comes to advertising?
I think Nigeria! Nigeria is expected to revise its methods for GDP estimation, and is on track to become Africa’s largest economy.

Do you have any advice for smaller brands that have limited budget when it comes to advertising?
I will definitely go with radio – behind every exceptional advertising campaign is a great strategy.
Radio Advertising is all about connecting with your audience on an authentic level. To do that, you have to intimately understand your current and potential customers. When you’re out to reach a national audience, radio advertising delivers a much more budget friendly solution that other forms of advertising.

Tell us something about you that not many people know about you
I did Ballet for 13 years and also finished my teachers course. I also did Spanish dancing for 8 years :) – I LOVE dance.

If a kid walked up to asking for your advice and you only had a few minutes to give them your best tip, what would it be?
Trust God with all your heart! Laugh as much as you can and live each day to the FULL and have it in abundance till it overflows.

If you could choose one superpower… what would it be?
Call me Bird-Woman! Flying would be very helpful. I wouldn’t have to pay for transportation to go home or even to go overseas! Flying around the city, going places I wouldn’t normally go would be a great way to see the world from a different angle. And of course I could visit my friends and relatives more often.

 

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Gizelle Burke Account Director

Gizelle is a Benoni born, ex-cheerleader, turned marathon runner, with a passion for psychology and a penchant for ‘ops’. She lives in Stellenbosch with her husband Conrad and three children: John, Amelie and Isa. Her position in this exciting industry is to manage operations and liaise with clients and broadcasters.

GIZELLE Service with a smile...

She always goes the extra mile!

Mobile : +27 84 581 9836 | Office: +27 21 880 2701 | Email: gizelle@getsetgomedia.com
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Adri Van Der Westhuizen Founder/ Director

Adri is a Namibian, fashion aficionado-over-achiever with an entrepreneurial spirit and a passion for brand marketing. Previous Marketing experience: Integrated Marketing Communication at the AAA School of Advertising. Lives in Stellenbosch with her husband Nico and two young daughters: Sophia and Eva. Her position in this exciting industry is to manage the media business and establish long-standing partnerships with clients and suppliers.

ADRI Sell, sell, sell

OH, SHE DOES IT WELL!

Mobile : +27 833 951430 | Office: +27 21 880 2701 | Email: adri@getsetgomedia.com