Category Archives: Blog

Botswana seeks to diversify its economy

  • By Adri van der westhuizen
  • Published January 11, 2018
  • Tagged
Destination-Botswana-Photo-1500x638

Botswana’s diamond mines have long provided jobs and economic stability. But the land-locked nation is now looking to diversify its economy and is betting on sustainable tourism to help maintain its high standard of living in the future.

The diamond industry – in partnership with De Beers, the world’s largest supplier – currently contributes around 20 percent to the southern African nation’s GDP. Since diamonds were discovered in the country in 1967, the revenue from mining has been invested in infrastructure, schools and medical centres. It is what transformed Botswana from one of the poorest to the fourth-wealthiest country on the continent – after Seychelles, Equatorial Guinea and Gabon. And with that have come jobs, stability and education, with a literacy rate of 83%.

Today, some 20% of Botswana’s 2-million-strong population is employed by the diamond mining industry. But as the country’s minister of environment, wildlife and tourism told FRANCE 24 , diamonds aren’t forever. “This is a transition period,” said Minister Tshekedi Khama. “We have to go from relying on diamonds to diversifying the economy.” With reserves dwindling, the industry fears an expiration date – estimated at 20 to 30 years from now. Additionally, like all precious commodities, international demand for diamonds has greatly declined, notably with a sharp downturn in 2015.

Tourism in Botswana

According to official figures, the country received 1.6 million visitors in 2015, generating an estimated €780 million. While this only accounts for 3.3% of its GDP, the sector has created some 140,000 jobs, according to estimates.

Tourists interested in wildlife flock to the area to get a glimpse of elephants, crocodiles and buffalos, to name but a few. Some animals even roam the streets freely, as most of the national parks in Botswana are unfenced. The town centre is home to a market, where dozens of stalls are set up to sell fruit, vegetables and fabrics bearing the sun-soaked colours of Africa. Other artifacts are also on offer for the tourist who chooses to look beyond the flora and fauna.

In a bid to expand the sector, the country is looking at various tourism models – including adventure, cultural, urban, business and – above all – sustainable tourism.

What does this mean for advertising?

With Botswana being a very popular destination for tourists and with the goal of the government to grow tourism, there is going to be demand for more commercial products and services. We have found that over the years there has been an increase in radio advertising placements in Botswana and predict that the demand will soon double or even tripple as more companies start expanding to Botswana. If you would like to be ahead of the curve, let’s chat about advertising options suitable for your brand based on our extensive research on the media landscape in Botswana.

Brilliant Examples of Holiday Marketing Campaigns

  • By Adri van der westhuizen
  • Published November 26, 2017
  • Tagged

Every year, as soon as Halloween is behind us, it seems like the floodgates open. Without warning, there are holiday marketing campaigns everywhere, with countless businesses rushing to cash in on a spending frenzy. There are holiday emails, social media posts, and TV ads — oh, my. It might seem like holiday marketing is out of control. But some brands do it very, very well.

McDonalds

We’re as shocked as anyone to find the fast food restaurant’s Christmas advert as sweet as we do but, come on, it’s lovely. The advert follows a young girl who after a trip to McDonald’s with her dad decides not to eat her last carrot stick, but keep it for the reindeer who will be visiting on Christmas Eve with Father Christmas.

 

OK

It’s always incredibly exciting to watch proudly South African adverts from local retailers…it definitely hits home. We love the advert produced from OK Foods South Africa to promote their in-store competitions this holiday season.

 

WWF

#JustLikeUs, elephants feel complex emotions. Just like us, they feel loss. More African elephants are now being poached than born. This Christmas, the WWF advert tackles the illegal wildlife trade that’s putting these beautiful giants at risk

John Lewis

John Lewis’ advert features a little boy who slowly makes friends with the monster under his bed, Moz. The pair play together every night before Moz notices that his friend is too tired during the day, and so buys him a night light so he can go to sleep without the monster bothering him. The trailer ends with little Joe sleeping soundly, while the tagline reads: “For gifts that brighten up their world.”

Getting to know Monique Burn

  • By Adri van der westhuizen
  • Published November 22, 2017
  • Tagged
monique burn get set go media

We’re super excited to speak to the newest member of our team, Monique Burn – Marketing Manager at Get Set Go Media. Here’s what she had to say:

What are you responsible for at GSGM?
I’m still quite new at Get Set Go Media and have spent my time learning the ropes of the industry. My aim is to become the person clients learn to trust and eventually be the person they depend on to manage their campaigns in African countries. Trust is everything.

What are your views on traditional advertising? Do you prefer TV over radio over print etc.
I prefer radio over TV over print, however all three are important to the various different niche markets. Time is always the biggest problem. People are always busy and seldom have the time and luxury of being able to take moments for themselves without any distractions. I personally find that it is always easier to multi-task with the radio in the background. We live in a day and age where there are too many options and not enough time, so if the “guy” in the background says that X is healthier and less time consuming/cheaper/safer (depending on the product) than Y, it helps to eliminate the time needed to make a choice. Advertising is more of a science and those who manage to tap into it correctly have the monopoly. It is not all about sales and promotions, but condensed (truthful) information that speak to people in a way that becomes a point of reference.

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

Do you have any advice for smaller brands that have limited budget when it comes to advertising?
Figure out who your target market is. Advertise on the radio during the times that your target market will be listening.

Tell us something about you that not many people know
I used to be a Sous chef in a boutique French patisserie in Dubai in my early 20’s.

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?
Learn how to be REAL, honest and truthful. People who don’t appreciate it wouldn’t have been worth your time anyway.

Don’t care about what people think – what is the use of a mind if it cannot be changed? People will hate something today and love it tomorrow. Stay true only to yourself.

Get to know Jesus. He is your game changer. But that you will have to learn for yourself.

If you could choose one superpower… what would it be?
Teleportation

Traditional vs. Digital Advertising in Africa

  • By Adri van der westhuizen
  • Published November 5, 2017
  • Tagged

At a time when traditional methods of publishing are undergoing rapid change, digital allows new opportunities to connect with readers and consumers. However, audiences are no longer a given. Publishers and advertisers need to meticulously tailor their content to survive in a cutthroat media landscape says Josephine Buys, CEO IAB SA.

traditional-versus-digital-advertising

Where are we with digital?
A recent study conducted by World Wide Worx in collaboration with Cisco Internet Business Solutions Group has shown that as early as 2010 the number of South African internet users surpassed the 5 million mark. Since then, the numbers have been growing exponentially and by the end of 2015 we reached just under 25 million internet users – that’s almost 47% of our total population! Data shows that on average South African’s are spending just over 5 hours a day accessing the internet from laptops and computers and 3 hours a day from mobile phones. PricewaterhouseCoopers has predicted that by 2017 South African consumers will be spending a total of R59.6 billion on internet access (a massive leap from 2014’s R19.8 billion).

In countries such as Kenya and Nigeria, mobile penetration is high which subsequently increases the number of online users who are constantly browsing publisher websites with digital adverts being displayed 24/7.

What does this mean for traditional advertising?
Data has proven that although the number of smartphone and tablet users have increased, but that these users are accessing their mobile devices for multiple reasons including listening to the radio or watching shows. 20 percent of radio is listened to via cell phones. With only 15 percent smartphone penetration in the country, it is likely that this is via the FM functionality that comes standard with many basic handsets. Many users are also accessing their tablets and smartphones during prime time hours meaning that they are simultaneously watching TV and looking at their devices.

Choosing one advertising platform over the other could be a disaster or complete success for your campaign. At Get Set Go Media, we analyse your target market and help you choose the best mediums available. These mediums may include digital, TV, radio and print, and will differ from country to country. Instead of focussing on digital vs. traditional, rather go back to basics. Who is your audience? What is the best combination of ways to reach them? And what is going to delight them? Ultimately it is about great content and getting to know your users! That is always the secret to a winning advertising campaign.

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
  • Tagged

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.

 

Covering the Bases: Complementing Traditional Advertising with Digital Media Advertising

  • By Adri van der westhuizen
  • Published September 27, 2017
  • Tagged
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When determining the method of advertising that’s right for your business, it’s important to take all forms into consideration. While digital media advertising has its benefits, traditional advertising still has a huge effect on consumers. In order to cover all of your bases, you should have an advertising plan that combines traditional and modern forms of advertising.

The Benefits of Using Traditional and Modern Advertising

When considering forms of advertising, two factors to keep in mind are reach and frequency. As a business owner, you want your ads to reach the maximum number of people, and you want people to see your ads frequently so that they remember your company. Traditional advertising and digital media advertising have numerous benefits.

Traditional advertising benefits include:

• Television ads reach a lot of people and can be seen frequently

• Newspaper ads allow you to advertise to certain audiences

• Radio ads are cost effective enough that you can air your ad frequently

 

The benefits of modern advertising include:

• Online advertising allows you to target certain demographics

• Email advertising lets you gear your ads toward subscribers

• Free Internet advertising options are cost effective


How Technology Affects Business Advertising

As a business owner, it’s important to evolve with technology so you can create the most effective ad campaigns. Not only does technology affect modern forms of advertisement, but it also affects traditional advertising. For example, if you have an advertisement for your business on the cover of a national magazine, that magazine cover is seen by people who purchase the magazine digitally and in print. Because modern technology plays a part in most forms of advertisement, your ads can reach more people. Technology has also made it possible to find free Internet advertising options. Most social media Web sites are free to use and allow you to build relationships with customers that could result in repeat business.

The Cost of Traditional and Modern Advertising

The cost of advertising depends on the advertising outlet you choose. To keep costs down, it’s important that you know your target audience. This way, you aren’t spending thousands of dollars to place an advertisement in a magazine that your target customers won’t read. When you implement online advertising, you can use demographics such as age, gender and occupation to narrow down the type of people who will view your ads. In some ways, this can make online advertising cost effective for your business. However, you need to keep in mind that television and radio ads still reach a lot of consumers, so you shouldn’t count out traditional advertising.

When you take into consideration the cost of advertising, how many people your ads will reach, and how often consumers will see your ads, you’ll find that a combination of modern and traditional advertising options has a lot of benefits. When you’re creating your company’s advertising plan, it’s important to consider all of the options.

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Getting to know Adri Van Der Westhuizen

  • By Adri van der westhuizen
  • Published September 19, 2017
  • Tagged

Our founder, Namibian born Adri Van Der Westhuizen brings a wealth of media knowledge to a competitive business where her local knowledge brings a indisputable competitive advantage. We recently took the time to get to know her a little better and here’s what she had to say:

Adri pic.001 - Adri van der WesthuizenAs the founder, we understand that your role involves new business and managing client relations as well as managing your team. But, you are really passionate about advertising, what are your views on traditional advertising?
I’m a big fan of all traditional media as each medium has its place depending on the brand and the strategy. Radio is the most popular medium in the countries where we operate, so we find ourselves using it for most brands… unless a client decides not to use it.

Which African countries should be on our radar when it comes to advertising?
Namibia! It’s similar to South Africa in many ways, and there are so many South African companies that operate there. Advertising is very affordable if you compare rates to South African media platforms and the media owners there are great to work with. I think the consumers are very similar to SA consumers, so the messaging from SA companies appeals to them.

Larger brands can easily operate in these countries but what about smaller brands? Do you have any advice for smaller brands that have limited budget when it comes to advertising? Radio, radio, radio. It is massive in Africa and it’s quite easy to find a station or a couple of stations that are perfect for your target market. Production costs are also relatively low for radio adverts.

Tell us something about you that not many people know
I can speak German.

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?
Have fun. Question everything. Make up your own mind. Don’t follow the herd. Be a kid. Have fun. Laugh a lot. Be nice to everyone. There will be bullies, don’t let them get you down. Be confident. Have fun. Know who you are. Your parents are doing the best they can, love them for it. Have fun.

If you could choose one superpower… what would it be?
I would love to heal sick people. Especially sick kids.

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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