No Tesco for South Africa …yet

It was with great relief that I noted Tesco’s visit, deliberations and departure.  After Pick n Pay’s AGM Gareth Ackerman dismissed rumours that there is a Pick n Pay/Tesco deal in the trolley.  Suzanne Ackerman-Berman expressed Pick n Pay’s commitment to socially responsible projects and local suppliers.  Wonderful news for the Flower Valley/Fynsa collaboration supplying sustainably harvested fynbos bouquets toWestern Capestores.

Tips for television appearances

TV interviews are not for the faint hearted!  After making my tv debut on Expresso on SABC3 at 7am one beautiful Friday morning at their Sea Point studio I thought I had to share my experience.

1.  Get your coffee BEFORE arriving at the studios and make sure it is strong to get you into performance mode.  Be careful not to spill the coffee!

2.  Arrive early – this gives the make-up artist more time to bring out your NATURAL beauty.  At least I looked half awake at the sinfully early hours of the morning.

3.  Arrive early – this gives you time to have a look around and meet with the production crea and other personalities involved.  Somehow knowing that the staff was also still have asleep and only focussed on their production had a slightly settling effect.

4.  If you want to be noticed wear big bold accessories.  Normal jewellery or handbags blurs into oblivion. 

5.  The opposite is true of the human image.  Wear black to look 5kgs lighter as the camera puts on 50kgs – only to you NOT the presenter.  Michael Mol looked his charming self and I looked HUGE!  The black will also not show any coffee stains like a lighter colour would.

6.  Smile Smile and Smile – no grins just a friendly face!

Once upon a promotional story

Want to create an interest in your brand? Tell a story – a compelling, interesting story. The leading roles are automatically filled by the owner, his wife, sister, friends, pets… Cinderella, Little Red Riding Hood, Harry Potter, Twilight – these stories are gripping because of the emphasis on one main character, a specific place, extra characters and adventure. Centre your business story on a character and start working in a bit of mystic, adventure, love for the property/area/country/girl next door… and voila you have your visitor’s attention.

Make your product come alive. How was the product idea conceived, how did you deal with the growing pains and teething problems? Explain any symbolism involved in the name, design of packaging and how problems were sorted out.

Get personal and involve your clients. Shape your communication around your clients interests. Say the majority of your clients are Italian start your newsletter with well known Italian jargon. This is guaranteed to create instant smiles and more interest. Tell your clients about any awards, developments and challenges and don’t forget to add some humour to the mix. If they feel they know your brand and the people behind it clients are more likely to buy into it.

Don’t exhaust your audience. Keep communication short, punchy and regular with pictures creating visual impact. Treat your clients as guests and they will award you with their patronage!

Business & Sustainability

The Business Times reported this weekend that the Transient Caretakers by Mervyn King – yes the authority on corporate governance – “provides the most compelling argument for the role of business in sustainability”.  Just by reading the review I want to buy the book and start reading.  The fact that the earth is warming up isn’t really new BUT the news that the last time earth was warmer than it is today was 3 million years ago WHEN the see level was about a ruler’s length higher.  At the current rate of greenhouse rise Amsterdam, Venice and the Big Apple will be no more.  So much for postponing my visit to New York!  The issue of food scarcity and water shortages are raised.  Then… the role that big business are playing by reducing packaging, recycling material, converting underground mine water into drinking water, not discharging chemicals into water supplies.  Basic stuff that came make a huge positive impact on the environment.  Conclusion… “common-sense carbon dioxide savings, such as turning appliances off when they are not used”.  We CAN all still make a difference.  Let’s do it.

Ethical labels

South Africa seems like the ideal platform to do research on ethical labels featured on supermarket shelves in the UK.  Why not?  Fruit, flowers and veg are sourced from southern shores, the Rand is still good value and the weather is definitely better even when the Soccer World Cup is over.  We can research all we like but the question remains…Is the consumer going to choose the ethically sourced product?  The latest Fresh Living (September 2010) says that “green has been cool for years but lately it’s reached the no 1 spot on the list of things you can use to distinguish yourself from lesser humans”.  Does COOL convert into increased sales?  We might all have the intension to buy green but when the recession is hitting our pockets and we have to buy the same stuff and pay more, we quickly forget about the good intension.

What can be done to increase the effectiveness of ethical labels?  Make sure that all forms of communication is focussed on increasing awareness and education about the origins of the product, the impact of the business on the environment and the local community.  The label can not stand alone but should be one of many tools informing consumers of the impact of their purchase.  In-house magazines, newsletters, email signatures, websites and social networking efforts should all be alligned to convey the message about the difference that a purchase of a specific product can make.

Pick n Pay has just won the grand prix Sunday TimesTopBrands award for the company doing the most to promote green/environmentally friendly products.  The success of Pick n Pay’s sustainable sourcing is enhanced by its consistent messaging.  Have a look at Pick n Pay’s Sustainable Living section www.sustainableliving and be convinced about this leading green supermarket.

Getting more out of exhibitions

The wine industry has many shows and exhibitions.  Too many some would say.  Last night was Caroline’s White Wine Review.  Tonight and tomorrow it is the Cape Town WineX.  Thinking about the commitment and money invested to attend these I wonder… are exhibitors maximising the experience?

The current Entrepreneur Magazine www.entrepreneurmag.co.za offers some valuable hints to help exhibitors improve on their returns on exhibitions.  Some suggestions include:

• NEW trumps FREE
• How many of your potential customers are walking through the doors?
• People buy from people they like, trust and relate to
• The owner/MD should be present to show potential customers he cares about them and views the show as worthwhile
• Your success is 100% in your hands
• Trade shows levels the playing field between SMALL, MEDIUM and LARGE business.
• Follow-up on trade show leads.  Anyone who show interest but did not place an order is ignored.

Tap into potential markets with a strategy of what you wish to achieve and then it’s down to hard work 365 days, before and after the exhibition.

2009 wine production cost rocketed

Hennie Duvenhage reported that production cost for wine grapes reached a whopping R1709 per ton for the 2009 vintage.  While the production cost increased to be the highest ever the profit margins have decreased with more than 50% since 2004.

Post world cup questions

300 000 world cup tweets in half an hour!  We will keep the spirit of ubuntu living beyond the final 120 minutes played.  I have sat in the crowd for 3 live soccer matches in Cape Town and had the vuvuzelas trumpeting around me but after visiting homes with small children I have to ask… Which is louder and more lethal to your hearing: a vuvuzela or a small child screaming?  I reckon the vuvzela’s don’t have a match!

Spain wins the 2010 World Cup

Andres Iniesta scored the winning goal for Spain in the 116th minute of the final game of the 2010 soccer world cup.  A game that saw 13 yellow cards!  Fernando Torres, my favourite had a role to play in the making of this goal.  David Villa certainly had a few attempts at scoring and Serge Ramos nearly hit the spot with a head-shot.

To match the Spanish team’s energy, vibrance and punch I will be drinking a syrah mourvedre for the next month.  A Newton Johnson Syrah Mourvedre might go down very well!

Pick n Pay inspires

Pick n Pay shows they care by amongst others selling sustainably harvested fynbos bouquets.  Pick n Pay’s latest outreach is supporting Lewis Pugh, the Human Polar Bear, to swim under the summit of Mount Everest.

Wikipedia explains this example of cause-related marketing as a type of marketing involving the cooperative efforts of a “for profit” business and a non-profit organization for mutual benefit. The term is sometimes used more broadly and generally to refer to any type of marketing effort for social and other charitable causes.  Cause marketing differs from corporate giving (philanthropy) as the latter generally involves a specific donation that is tax deductible, while cause marketing is a marketing relationship generally not based on a donation.

Pick n Pay – Thank you for inspiring us!