The brainstorming space is an incredibly malleable one. Not all ideas are manufactured within the confines of four, glass walls of the boardroom. Some of them are composed – with theme tune – in the shower. In this instance, however, the organic, creative process used client-agency voice notes as the catalyst.
The sensational growth and success of the RocoMamas brand – both in South Africa and in key international markets – has seen the franchise grow from three to 50 stores in a matter of 18 months. Based on the brand’s growth trajectory, the decision was made to appoint Retroviral as its lead creative agency in the second half of 2016, due to a symbiotic relationship in terms of ideation and communication approach.
Toward the end of 2016, we worked with BBM to conceptualise a campaign that would drive awareness of the platform in SA and drive downloads on Android and iOS.
Whenever you set out to achieve something, both in your personal and professional life, an ego paired with confidence in your ability to succeed goes a long way. We can’t tell you how to get the dream girl, but giving you some tips on how to land your dream job, on the other hand, is something we’re more geared to. Whether you’re searching for your first job or looking for a change, putting yourself out there can be intimidating, to say the least – but it needs to be done.
Remember when teacher would say “you have the attention span of a goldfish” when she caught you pretending to listen in class? Well, turns out our attention span is actually worse than that of a goldfish, which gives marketers roughly eight seconds to grab our attention.
Are you someone with the goal of creating an empire? If so, you’ll know what goes into that daily grind. There are struggles, pitches and presentations for days and there are hurdles that you constantly encounter, but seldom expected. Despite all these challenges, it makes the journey more interesting and your hustle always continues. You’re focused on signing your first big client, and while you’re doing that you’re probably not wanting to deal with the admin of where are you going to work from and why you should be incurring the often exorbitant fee that comes with renting out office space.
If you have been a marketer before digital, you will fondly remember the surety and confidence provided by the tried and trusted “sales funnel”. Brands used to be in full control of creating and owning ‘moments’. Skip ahead a decade and the terrain has been significantly altered.
The single, incomparable sales funnel moment has passed. This is due in part to fragmentation caused by the usage of multiple devices. The introduction of multiple screens to view and engage content has split the moment into hundreds of micro moments. Mobile has created fragments in how brands are perceived. There are multiple devices that are being used to find information, share entertainment and shop online. Consumers’ attention is spread throughout multiple devices, whether it be tweeting about a trending show, researching the best insurance deals or watching a YouTube video. The sales funnel has undeniably been altered making it more challenging than ever for brands to adapt to. Instead of having the ZMOT, we are now seeing hundreds of micro moments where a brand is expected to respond.
According to Consumers in the Micro-Moment Research done by DoubleClick, 90% of smartphone users have used their phones to make progress toward a long-term goal or multi-step process while ‘out and about’.
As a brand what can you do?
I recently attended Creative Mornings Johannesburg; an event hosted once a month by NiceWork. In case you don’t know, the monthly event is aimed at those in the creative industry. Creatives from around the city get together over coffee and breakfast, to hear from guest speakers who share their words of wisdom with those in attendance.
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