The race to the bottom for quality click-through rates is accelerating, people’s attention spans have become more fragmented, ad blockers are on the increase and banner blindness is real. So, how do marketers effectively engage the right target audience?
“We need to stop interrupting what people are interested in, and be what people are interested in.” — Craig Davis
The best way to be what people are interested in is to be relevant and add value. When you walk into a room, you don’t just start talking, first, you listen, sense the mood, and then join a conversation.
“The best marketing doesn’t feel like marketing.” — Tom Fishburne
People will part with their precious time and attention to engage with brands that tell stories and provide relevant and useful information. Content marketing allows you to join an existing conversation and weave your brand message into the fabric of the platform. It allows you to tell your brand story, position your expert’s opinions, establish credibility via information sharing and elevate your brand’s status in the mind of the reader.
“Content marketing is all the marketing that’s left.” — Seth Godin
What Seth Godin meant by this is that content marketing allows your brand the opportunity to deliver important and useful information that the audience genuinely cares about, rather than just a re-worked advertising pitch.
If you would like to engage with our valuable audiences, speak to your AE about the full range of United Stations Content marketing opportunities across radio, digital, podcasting and video.
Written by Tracy Parsons, Moneyweb Brand Manager.
Central Media Group (CMG) has partnered with the Young Entrepreneurs Foundation (YEF) to equip a group of learners from Nozala Intermediate School in Phahameng, Bloemfontein, to start their own micro-enterprises in a fun and experimental way. YEF teaches children, teenagers and young adults vital entrepreneurial, financial literacy and self-employment skills. More specifically, they empower children and young adults to become their own boss; acquire a Millionaire Mindset; and be equipped for the rapidly changing world of work.
Everything the learners have learnt through the programme will culminate in a Market Day, which will be held at the Langenhoven Park Market on Saturday, 4 September 2021. Here they will put all the knowledge gained into practice by hosting their own stand and selling their products.
YEF is a non-profit entity, established with the objective of attracting donor funding and corporate sponsorship in order to offer entrepreneurship and financial literacy programmes to children from disadvantaged communities. The belief is that youth unemployment, poverty alleviation and major socio-economic change can only be achieved if an entrepreneurial culture is established in South Africa. Therefore, children need to be exposed to entrepreneurship from a very early age and their natural entrepreneurial mindset needs to be nurtured. Organisations like Central Media Group can play a major role in changing the lives of many children from disadvantaged backgrounds. Together with YEF, we believe that we can inspire dreams and empower children to become the authors of their own destiny. Anyone who wants to find out more about YEF can contact Danie Jacobs at email@example.com.
“Investing in the entrepreneurial spirit is needed in an economy that needs entrepreneurs. We desire to assist learners in learning new trades and skills and to gain the knowledge they can take into the economy. We are building knowledge that future generations can benefit from.” – Nick Efstathiou, Central Media Group CEO.
The Childhood Cancer Foundation of South Africa (CHOC), will be the primary beneficiary of the 2021 Algoa FM Big Walk for Cancer.
Participants throughout South Africa and from around the world will be able to take part in the Virtual Algoa FM Big Walk for Cancer on Saturday the 30th of October.
The CHOC Foundation is dedicated to providing assistance to children who are battling cancer, as well as their families.
Funds raised through the 2021 Virtual Algoa FM Big Walk for Cancer will be apportioned towards a new transport vehicle for children and their caregivers in Buffalo City.
The vehicle will also be used to transport CHOC education teams around the Eastern Cape to inform the people of Algoa Country about the early warning signs of childhood cancer.
A portion of the funds raised will also support a sports organisation in the province, to be nominated by the Eastern Cape Department of Sport, Recreation, Arts & Culture – one of the sponsors of the Virtual Algoa FM Big Walk for Cancer.
“CHOC Childhood Cancer Foundation is thrilled to be the beneficiary of this wonderful event”, says Debbie Kleinenberg, CHOC’s Eastern Cape Regional Manager.
“Covid-19 has had a huge impact on all of us and CHOC Eastern Cape has not escaped the turmoil of the situation.
“With the funds raised from the Virtual Algoa FM Big Walk for Cancer, CHOC will be in a position to support families whose children and teens have cancer, as well as create awareness of the Early Warning Signs of childhood cancer”, she says.
“It is every family’s worst nightmare to hear that their child has cancer and CHOC is there as support from diagnosis onwards. However, we need to create awareness and ensure early diagnosis, in order to improve the survival statistics”, says Kleinenberg.
“CHOC Eastern Cape has a similar footprint in the province to that of Algoa FM and we look forward to being part of this wonderful event and being able to continue making a difference in the lives of children and teens with cancer and their families”, she says
“The Algoa FM Big Walk for Cancer will be a virtual event, observing all Covid 19 protocols as well as giving people from all over the world a chance to participate as we ‘celebrate every step’ with those who have been touched by the disease,” says Algoa FM Marketing Manager, Lesley Geyer.
In 2021 People signed up for the event from as far afield as Australia, England, Scotland and Dubai.
In South Africa, there were walkers in pink in the main centres of Cape Town, Durban, Johannesburg, East London and around 50 other towns and cities throughout the country.
The biggest support came from Nelson Mandela Bay, with walkers in 80 suburbs turning the metro pink.
“Thousands of people entered online for the virtual event and judging by the images that were shared, they turned neighbourhoods pink while walking in celebration of those affected by cancer,” says Geyer.
Sponsors of the 2021 Virtual Algoa FM Big Walk for Cancer are: aQuellé, Eastern Cape Department of Sport, Recreation, Arts & Culture, ISUZU Motors, MTN, and the Nelson Mandela Bay Municipality.
Entries are open, you can register here.
Radio personality and Algoa FM Presenter, Brian Ndevu, is using his afternoon drive show to highlight women of the Eastern Cape and South Africa.
He has introduced “Wonder Women Wednesday,” which seeks to inspire women from all walks of life to look beyond the gender-based violence against women around them and reach for greatness.
“The feature was born out of my anger regarding violence towards women,” says Ndevu.
“I thought if I could dedicate a day each week to celebrate women, it wouldn’t only inspire older women to be great, but young girls as well,” he says.
“I have girl children and I want them to have other women to look up to who are doing great things in the world,” he says.
Ndevu selects the women he features by looking at what is currently happening in the country.
“I’ve celebrated young women in South Africa who have changed career paths as a result of Covid (from microbiology to farming), celebrated a woman from Queenstown who beat cancer and the Prime Minister of New Zealand for her approach to Covid-19.
“We also featured our Border Rugby Women’s Team who won the national league,” he says.
“The response has been good. Listeners tell me they look forward to the feature. The great thing about it is that there are plenty of things that women are doing that are worth celebrating,” says Ndevu.
This month, Ndevu highlights that he will be speaking to a Walter Sisulu University student who recently won a continental competition.
The future shines bright for Wonder Women Wednesdays, Ndevu says, “I’d love to have the feature sponsored or get to a point where we have an event celebrating women every year. I’d love to have seminars and talks at schools for women, by women”.
“In women’s month, we generally hear more about women supporting women, but Brian has grown this feature beyond just women’s month.
“It’s an empowering feature for all ages and through sharing positive stories, we are hoping to inspire others through radio,” says Algo FM marketing manager Lesley Geyer.
Getting your brand to stand out in this day and age has become more difficult than ever. The market is
flooded with different brand messages across different platforms such as TV, print, radio and social media,
and consumers are overwhelmed with options. It does not matter what platform brands use to advertise,
what is important is the marketing strategy. This begs the question – how can brands effectively share
their marketing message to consumers among all the noise? How can you break through the clutter with
a strong message that does not land on deaf ears? This can be achieved by going back to basics and crafting
a compelling brand positioning statement.
You need to understand your brand purpose and who needs your services in the market so that you can
understand your unique selling proposition. This may sound like a lot, but it is merely putting yourself in
your target audience’s shoes and learning what motivates their buying decisions. This will help unpack
what the clients’ needs are, confirm if your product solves that problem, and explore what makes your
The first step is to create a compelling customer problem statement. Why is this important, you may ask?
A customer problem statement will assist you in understanding what your purpose as a business is, what
your customers’ needs are, and what customer problem you need to solve. Let us add context to the above
by sharing OFM’s customer problem statement. This statement has to be written from the customers’
perspective to identify what client problem your product or service will solve. Depending on your product
or service, your business can have multiple statements. This statement should highlight what the client
wants, why they cannot get it, and how that issue makes them feel. The best marketing messages or
campaigns always evoke an emotion – this assures your target audience that you know what they want.
OFM client problem statement
I am a listener in need of companionship, good music and news about my community, but I have too many
options because of all the different media platforms, which makes me feel lost and overwhelmed.
I am a business owner/brand trying to attract customers to my business but I am unable to access these
people because I don’t have a strong advertising strategy, which frustrates me.
Now that the client problem has been identified, a marketing message must be created from this, which
shows what your brand/business can do for your targeted audience. This is how to construct a compelling
marketing message from the client problem statement.
- OFM, your favorite radio station with the latest news, entertainment and best music in Central
South Africa. Available in FM and on live stream for your convenience.
- We will help you reach the desired target audience for your product/services by creating a
customised radio adverting campaign, which will ensure you attract traffic to your business.
There is absolutely no ambiguity in these marketing messages. For a business, which needs traffic to their
business, they know that OFM is the radio station that can help tell people about their products or services.
Listeners also consider OFM their go-to station for local content and entertainment. This statement can
further be applied to advertising campaigns, messages and designs.
Breaking through the clutter is thus achieved by good brand positioning. Position your brand/business as
a solution for your customers’ needs. Tap into their emotions, know what is important to them, and
communicate how your products fit in.
For more info, please contact Lindiwe Mtwentula on 051 5050 900, 082 416 1665, or firstname.lastname@example.org.
30 July 2021 saw the conclusion of OFM’s nerve-racking Secret Song competition. After a
month, the mystery song was finally revealed as well as who the lucky listener was to first send
in the correct guess to win R35 000 cash.
From 06:00, OFM’s Good Morning Breakfast show started eliminating song choices from the 35
finalists who were selected during the month of July.
To enter, listeners had to send in what they thought the OFM Secret Song was by identifying a
short clip played on air. They were aided by ten clues describing the song, which were released
throughout the month of July. Once a finalist was selected, based on their choice conforming to one or more clues, their song selection was displayed on OFM’s website and was out of
contention for other contestants. Finalists were drawn at random, which kept listeners guessing
about whether the song had been guessed correctly yet, or not.
Just after 07:00, the Good Morning Breakfast revealed that there were three finalists left, all who
had identified Paul Simon as the artist.
OFM’s camera crew were on hand to capture the moment it was announced that finalist #30,
Felix Bamberger from Bloemfontein, was the first person to correctly guess that “Graceland”
by Paul Simon was the secret song!
Watch the video here: https://bit.ly/OFMSecretWin.
Speaking from his living room, the 19-year-old medical student from the University of the Free
State, had this to say about how he immediately knew what the song was when he heard the
clip, “… I drive around a lot… and it has become one of my favourite songs. When I heard it for
the first time, I said to my dad, ‘I am sure that is Graceland’ and he said, ‘Well, then enter’!” Felix
added that he would be putting his winnings towards his tuition.
According to Elzette Boucher-Krüger, OFM Content Manager: “It was quite a challenge being
one of only two people who knew what the secret song was. This secret had to be closely
guarded for more than a month. It was wonderful to see the reaction of OFM’s listeners each
time a finalist was announced, and more entries came flooding in. Eventually, the computer put
our winner in the finalist mix. Then, when we verified his entry, I could not believe how quickly
Felix got the answer. The only clue out was 1986. It truly had to be his favourite song. Well done
on taking a chance!”
Tim Thabethe, OFM Programme Manager, was on-site to award Bamberger the grand prize:
“The OFM Secret Song ended wonderfully. Felix was the first entry to identify the secret song.
The track had a fond memory from his travels with his brother around the Kalahari. To the top
three finalists, all who entered and everyone who played along, this was one of many delights
from OFM to celebrate our 35th Birthday in 2021. Stay tuned, OFM has more to surprise you with
Although there was only one grand prize of R35 000 cash, all finalists were rewarded with limited
edition OFM memorabilia in celebration of our 35th birthday year.
For more info, please contact Lindiwe Mtwentula on 051 5050 900, 082 416 1665,
The audio media ecosystem continues to evolve at a faster pace than anticipated. The shift from consuming audio on traditional platforms to streaming platforms seem to be the driving force in accelerating the evolution of the audio landscape.
Some of the findings by The Infinite Dial report measuring online digital audio listening revealed that 44% of South Africansstreamed their favourite radio station. The latest share-of-ear report from Edison Research in the US, revealed a time spent listening on a mobile device of 30% for those aged 13 years and older.
AMASA Joburg has put together a seasoned panel of experts in the field of audio media to unpack the latest trends in this industry.
THOUGHT IGNITERS (PANNEL MEMBERS):
- CHRIS BORIAN (Head of Digital & GM – United Stations)
- MUHAMMAD CAJEE (Chief Digital Officer- Primedia Broadcast)
- JON SAVAGE (CEO – Inbroadcast)
- MACG – SA’s Podcaster (Podcast and Chill)
REGISTER HERE: https://forms.gle/VZBRAM9PfpaDm2eZ7
Algoa FM’s financial director Kevin Reed is retiring after 35 years in the media industry – and a job interview during which he was dressed “in lumo green shorts, a white T-shirt and white flip-flops”.
There is an explanation – having started a financial consulting business in 2000, he thought he had been invited for a studio interview.
Fortunately for all, Algoa FM is the place where “fun is a serious business” and following the February 2000 interview he was hired as the financial manager. Within three years he had been appointed financial director and deputy managing director.
It sometimes comes as a surprise to people who know the outgoing and extroverted side of Reed to find out that, once behind his computer, he has a totally different approach to life.
“Accounting is the most exact science. Debits always equal credits and don’t try to reinvent the abacus.
“The accounting team must never lose sight of the fact that accurate, timeous and meaningful financial and analytical information empowers management, the board and the group, to make informed strategic decisions that benefit all stakeholders,” he says.
Reed’s introduction to the media was with the then EP Newspapers, as financial accountant between 1985 and late 1998.
After joining Algoa FM, he gained an in-depth knowledge of radio by attending international conventions such as the National Association of Broadcasters (NAB) show in Dallas, Texas, and spending time at various radio stations in London, including the iconic Capital Radio and Virgin.
He has also worked with NRSmedia in Sydney, Australia, to develop new advertising packages and approaches for Algoa FM’s clients.
Radio is now firmly in his blood, and Reed believes that it is now the most powerful communication medium for companies wanting to connect with their customers in a defined broadcast area.
“In an evolving media landscape Algoa FM is best positioned to partner with clients to help them promote their brand from the Garden Route to the Wild Coast and through the Karoo,” he says.
Looking back, the professional achievements of which he is most proud are 21 years of clean audits at Algoa FM and building a strong team, which will now be headed by Desiré Killian.
“The small finance team is well equipped to take care of the financial and statutory obligations. I have to thank them for their commitment and professionalism, which allows me to retire knowing that the finances of Algoa FM are in very competent hands,” he says.
Then there is the fun aspect – through Algoa FM, Reed has met “in person” a number of superstars, including Shaggy, Belinda Carlisle, James Blunt, Will Young, Josh Groban, Celine Dion and Sting (with his family).
“In the media, we often take for granted how fortunate we are to share our working environment with champions who have diverse talents, creativity and passion. Media houses are a hotbed of human capital and intellectual property”.
The outgoing financial director is the epitome of the lifestyle of the typical Algoa FM listener – “my passions are food, travel and aircraft. Food and travel I believe are the greatest ways to appreciate and try new things and experience cultural diversity,” he says.
Thanks to Covid, travel plans are on the back-burner.
“I will be letting the corporate spring unwind and spend time with the way too many people I need to catch up with. I have worked for almost 50 years, starting as a packer at the first Pick n Pay at Lynwood in Pretoria, so it is now time to chill.
“I look forward to making awesome meals and travelling with my hubby. If that’s not physically possible, I can be found checking out planes at the airport or using an app to follow flights around the world”.
His advice to a younger Kevin: “Do not take time for granted. It goes by in the blink of an eye, especially when you are working hard and having fun at the same time.
“Start saving as soon as you can, but ensure you balance your life’s journey with treats and spoils.
“Surround yourself with the best people, for the right reason. But, mostly, ensure that your life is made up of a sequence of entertaining and engaging stories”.