Tue, 10 Aug 2021 / Published in LATEST NEWS, OFM

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
business unique.

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 lindiwe@ofm.co.za.

Tue, 10 Aug 2021 / Published in LATEST NEWS, OFM

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
this year”.

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,
or lindiwe@ofm.co.za

Mon, 12 Jul 2021 / Published in LATEST NEWS, OFM

This winter, Central South Africa feasted with a goal on Thursdays as OFM and Round Table Southern Africa joined forces to fight the freeze – with vetkoek!

Die Groot Vet Kombers Proe-jek challenged listeners to support a wide range of charities. OFM visited towns and cities in their broadcast region, where vetkoek with Beefmaster mince was sold at R35 each, but listeners were encouraged to make larger donations to charities in their region. In some cases, donations up to R10 000 were received!

Every Vetkoek Thursday, The Joyride team broadcast their show live from the charity drive to update the rest of Central South Africa on the project.

Purchases were made using a secure drive-through system, in line with Covid-19 regulations.

The project began on Thursday, 10 June, in Vryburg at Mams Megastop, where R68 522 was raised for Adrian Losper Soup Kitchen and Rusoord Old Age Home, in association with Round Table 72 Vryburg.

July 17 was Potchefstroom’s turn. Eastvaal Toyota hosted the team and R126 856 was raised for the Potchefstroom Dienssentrum vir Bejaardes, in association with Round Table 49 Potchefstroom.

On 24 June, vetkoek was sold at AgriMark Upington. R107 555 was raised for Leer & Leef Community Project, in association with Round Table 79 Upington.

Finally, on 1 July, OFM was at Empire Square SUPERSPAR, where R147 067 was collected for Engo’s Welriedal Boys and Girls Home, Merafong Children’s Home and Welkom Youth Care Centre, in association with Round Table 40 Welkom.

OFM and Round Table Southern Africa raised a total of R450 000 for charity!

According to Lindiwe Mtwentula, OFM Marketing Manager, “We as OFM are very proud to have been able to assist those in need this winter with this project. Our goal is to uplift the communities we broadcast to – in everything we do. This project showed immense love from our listeners and stakeholders and coming together to give back. Thank you.”

For more info, please contact Lindiwe Mtwentula on 051 5050 900, 082 416 1665, or lindiwe@ofm.co.za.

Tue, 06 Jul 2021 / Published in LATEST NEWS, OFM

 OFM, celebrating 35 years of the sound of your life, is offering listeners a chance to win big with the OFM Secret Song competition, on air from 2 to 30 July 2021! 

July has been earmarked as OFM’s ‘official’ birthday month, with special on-air birthday programming planned for Thursday, 1 July. From Friday, 2 July, listeners will be enticed with the exciting ‘Secret Song’ competition, where one lucky listener stands to win R35 000 cash for correctly guessing the title as well as the artist performing the song in question. 

OFM has selected a ‘secret song’, which was released roundabout 1986. A short clip of this song will be played on air throughout the month and listeners will be asked to guess what it is. 

To enter, listeners need to SMS the keyword ‘secret’ to 36636 (R1.50/SMS) with the full title of the song, as well as the artist. They also need to include their name and surname, and from where they are listening. Only entries that include all of the required information will be eligible. 

From 12 to 29 July 2021, OFM will select 35 finalists, who will be announced on air. Their names and song selections will be published on ofm.co.za. 

Once a song has been guessed, the finalist announced and the name displayed on the website, it is no longer in contention. Another song choice can then be guessed. Selected finalists’ choices are final, and they cannot enter another song choice. 

Clues as to what the song is can be obtained by SMSing ‘clue’ to 36636 (R1.50/SMS) from 2 July 2021. These clues will change from time to time. Keep an ear out as presenters will notify listeners of new clues being released. 

Says OFM Programme Manager, Tim Thabethe: “The ‘Secret Song’ concept is a tried and tested and fun competition mechanic that talks to OFM’s biggest product offering, which is music. 

“The R35 000 prize is a life-changing sum of money. OFM is driven to surprise and delight the listener and July presents one of three campaigns in 2021 that celebrate OFM’s 35th birthday. 

“The suspense of the Secret Song should create a lot of talkability among OFM’s listening audience,” concludes Thabethe. 

In the spirit of giving, OFM will waiver our 60 day winning rule, meaning that should you have won anything on OFM’s platforms on the last 60 days, you will still be eligible to enter the Secret Song competition. Other general competition rules will still apply and can be found on OFM’s website. 

Although there is only one grand prize of R35 000 cash, all finalists will receive limited edition retro OFM memorabilia in celebration of our 35th birthday year. 

The grand prize winner will be announced on OFM on 30 July 2021, during the Good Morning Breakfast, between 06:00 and 09:00. 

For more info, please contact Lindiwe Mtwentula on 051 5050 900, 082 416 1665, or lindiwe@ofm.co.za. 

Mon, 28 Jun 2021 / Published in LATEST NEWS, OFM

Hi, I trust this letter finds you well.

On Thursday 01 July 2021, OFM will officially celebrate 35 years as the leading commercial radio station in Central South Africa. This is a famous moment for a radio station that has been the voice of the region for many years.

On the day OFM will feature some of it’s most famous voices. They include but not limited to Rian van Heerden, Christie Hansen, Laurika Rauch and Koos Kombuis for colour. The day will be dedicated to our loyal listeners and business partners. We look forward to celebrating with you, and trust you will enjoy listening with us.

Be Safe! Stay Safe!

Regards, Nick Efstathiou, CEO – Central Media Group t/a OFM

Fri, 25 Jun 2021 / Published in LATEST NEWS, OFM

OFM, Central South Africa’s media powerhouse for more than three decades, is proud to announce that the Sound of Your Life has signed up to once again be the exclusive electronic media sponsor of the Toyota Cheetahs.

The radio station, through its on-air and online platforms, will not only keep fans updated on the blow-by-blow action throughout the Carling Currie Cup season, which has just commenced, but also check in regularly with the squad to track their progress and build ‘gees’ amongst supporters so that although they’re playing to empty stadiums, they take their home ground advantage on the road with them to the field.

According to Nick Efstathiou, CEO of Central Media Group, Cheetah rugby is the heart and soul of rugby in Central South Africa.

“Not to mention that it’s everyone’s second-favourite team, but our number one! We’re looking forward this Currie Cup season as the media sponsor, partner, supporter and sponsor of the Cheetahs. I think the team has a fantastic opportunity to reclaim the Currie Cup. They have a great squad, great backing and great leadership. We wish the team well,” concludes Efstathiou.

Says Kobus le Roux, General Manager Commercial of the Toyota Cheetahs: “The Toyota Cheetahs are proud to have taken hands yet again with the Central Media Group, and specifically OFM. A proudly Central South African company like OFM is now yet again the official media partner of the Toyota Cheetahs. The Toyota Cheetahs thank OFM and Central Media Group for their unwavering support over the years and look forward to making you proud this Currie Cup Season.”

More exciting news is that for some of these fixtures, OFM will stream full, live match commentary online from veteran announcer Pieter Möller via its OFM Extra stream that can be accessed on ofm.co.za, our free mobile and desktop apps as well as iono.fm.

Read more here.

For more info, please contact Lindiwe Mtwentula on 051 5050 900, 082 416 1665, or lindiwe@ofm.co.za.

Wed, 23 Jun 2021 / Published in LATEST NEWS, OFM

 If one could sum up the job of a journalist, it mostly comes down to telling stories. Not our own, but those of other people. This might sound simple, but the work that goes into writing and broadcasting or publishing a story can take days. 

Journalists are thus considered people who have a wealth of information on the widest variety of topics. Now, taking this into consideration, who would ever think we would live in times where we would have to report on something unknown, invisible, so foreign, never experienced in modern times, and only learning the (mutating) facts as we write? 

That’s Covid-19 for you. It can certainly be considered a watershed moment in the media industry globally. One day the OFM News team was chasing a story about a church gathering with international guests in Bloemfontein with possible Covid-19 positive cases, the next the whole country had been shut down – lock, stock and barrel – cut-off from the rest of the world. I remember telling a colleague, who responded very calmly, “Not to worry, so is the rest of the world”. 

The newsroom was abuzz with more questions than answers. Information overload was the order of the day. The team was in daily brainstorming sessions to figure out ways to tell the story differently. We had to make sure we were double-checking and questioning ourselves all the time. Are we giving enough information? Should we give more? Are we maintaining the correct balance of warning without causing panic? What should we do differently? 

But still, the ink from our pens could not dry. We had to learn and inform. And then learn more and inform more. We epitomised the Confucius quote: “The man who asks a question is a fool for a minute, the man who does not ask is a fool for life”. 

It was clear that it did not matter what happened, the basic test of journalism – whether a story is considered news or not – still applied. If you do not know the answer to a question, chances are about ten of your friends or family members do not know it either and that is enough people who will be interested in the story. 

Another foolproof strategy in journalism – especially when you run out of angles for news articles – is to tell the story through someone’s eyes. To try and make it more human and to tell the story using someone else’s words. But as time went on, we realised that hundreds and thousands of people were testing positive and a frightening number of them were succumbing to the pandemic. 

As is the case with any news department worth its salt, the OFM News team sets the news agenda for listeners and readers in Central South Africa. Our ability to keep people informed has been tested in so many ways with the coverage of the Covid-19 pandemic. 

Although listeners and readers were glued to their radios and screens during hard lockdown, they became overwhelmed within a few months, and news and pandemic fatigue set in. I do, however, believe that never before have the South African public and the government understood the importance of the news industry as well as they do now. 

The OFM News team strives to keep listeners in Central South Africa informed and up to date. More than a year later and the country is now experiencing the third wave. At provincial level, the vaccination programme is in full swing. As the pandemic continues to change our lives in a million different ways, we, the news writers, will continue to learn along with our listeners and readers, and, most importantly, report on it. 

For more info, please contact Lindiwe Mtwentula on 051 5050 900, 082 416 1665, or lindiwe@ofm.co.za. 

Wed, 19 May 2021 / Published in LATEST NEWS, OFM

After many years of being in radio advertising as a salesperson, the question that always comes up in any training session we are part of is, “What do we sell?” OFM sales manager, Anchen Lintvelt, answers this important question.

The answers could include:

  • Advertising space on the radio (this is the boring, non-creative thinker’s answer)
  • Audience (this is true, but not convincing) or
  • Whatever our advertisers are selling (ah, now we’re talking business!)

Let’s chat about the third answer: selling whatever our advertisers are selling.

These are very powerful words. Think about it.

Our business every day is to engage and interact with our audience, our listeners, our current advertisers, and potential advertisers. We get involved in their businesses. We learn about all different types of industries. We advise, we learn, we educate, and we create. We become marketing partners to our clients. We become their marketing managers; their go-to media gurus.

We don’t just sell them advertising space or an audience. We sell their products with them. We become them. We represent their brands, their beliefs, and their dedication. Radio advertising is so much more than just getting a deal signed. It’s a road we choose to take every day. It’s the relationships we build every day.

When planning a radio advertising campaign for a client, we have to become one of their ‘employees’. We have to think like them and know their business and their market to understand what they need, what they want to achieve, and where they want to be. Only then can we create a campaign that will speak to all of this. The campaign will consist of the right message, at the right time, for the right audience. We sell their products with the message we put on radio.

Think of a 30-second radio commercial as a trailer to your movie about your business or product. What images of your business or offering would you like audiences to create in their minds? Will these images be enough to sell your product? Will it build brand love?

Got you thinking, right?

With radio advertising, we make every effort to deliver results. We work passionately on every brand and product of any industry. We get excited about new voiceovers, weird accents, and quirky copywriters. We role-play scripts to our clients. We become characters in a play. And, at the end of the day, we feel content – knowing that every commercial on the radio is there for a reason. It has a purpose. It feeds families and keeps businesses open. It informs audiences and influences their decisions. It creates jobs. It creates an image. It builds a reputation. It builds love for a brand. It changes lives.

Selling whatever our advertisers are selling… how could we ever run out of ideas?

#BestJobInTheWorld

Who is OFM?

OFM is central South Africa’s premier commercial radio station offering a mix of music, news and entertainment.

The station serves the affluent SEM 7-10 economically active marketplace with a broadcast footprint across the Free State, Northern Cape, southern Gauteng and North West. The brand is synonymous with the people of Central South Africa, and includes a full spectrum of listeners, from urban working moms and dads to corporate professionals as well as rural communities and agricultural producers.

OFM offers several niche features – including an agricultural programme, agricultural news twice a day, entertainment and sports features.

Our audience is incredibly loyal and supportive. OFM enjoys one of the highest occurrences of time spent listening to the radio in South Africa. OFM is part of the Central Media Group, with its head office is located in Bloemfontein, and with a studio in Welkom.

Published on the Media Online.

Fri, 07 May 2021 / Published in LATEST NEWS, OFM

From laid-back lounges to bustling traffic; from tiny corner shops to majestic malls – OFM resounds across Central South Africa with dials turned up, not only to amplify the great music on offer but whenever there’s a chance to win.

When considering OFM as an acronym, the ‘F’ can certainly come to represent ‘fun’ and ‘frequency.

OFM has put our money where our mouth is when it comes to our competition tagline “For the competitions of your life!”

Over the past three-and-a-half decades, the radio station has given away millions of rand in prizes – ranging from life-changing experiences, overseas holidays and watching global icons live in concert, to vehicles, a house, copious amounts of cash and even brilliant gag prizes like bags of bragging rights and an air guitar played with a branded OFM pick.

OFM listeners know that tuning in affords them daily chances to win with our headline shows’ benchmark popular quizzes known as The Money for Nothing Quiz (Good Morning Breakfast, weekdays, 06:00 – 09:00) and The Time Trap (The Joyride, weekdays, 15:00 – 18:00).

An extremely popular competition is the OFM Cash Call. Around 3 000 listeners participate in this bi-weekly promotion by listening out for certain ‘trigger’ songs and then entering for a share of R10 000.

Recently, to launch OFM’s 35th birthday celebrations held throughout 2021, OFM presented the ‘Spot the Yellow Fleet’ competition which offered listeners a chance to win a share of R35 000 by spotting any of OFM’s fleet vehicles, taking a selfie and uploading it to social media.

During the campaign, which spanned six weeks across February and March, more than 1 300 entries were received from the two dozen towns OFM visited during the time. On social media, this competition garnered more than 657 000 reach and 35 000 interaction. This competition also gave presenters and staff the opportunity to engage with listeners to build brand love.

Another, extremely successful multi-platform campaign run in 2020, requested recipes from our audience, which were collated in Central SA’s very own cookbook to showcase the region. One lucky home cook received an R30 000 grocery voucher.

OFM’s most popular competition throughout the years, however, remains ‘The Safe’. Here listeners are afforded the opportunity to choose between a number of ‘vaults’, each containing a cash prize or booby trap. Listeners continue to play until they opt-out, keeping their winnings, or hit a booby trap and lose it all. This competition has received over 100 000 entries during a two-week campaign.

Dubbed the ultimate ‘theatre of the mind’, radio has always led the charge when it comes to contests and promotions. For instance, it’s not only ‘soap operas’ that were first presented on the radio that later found a popular home on television and the web, globally renowned game show ‘Who Wants To Be A Millionaire?’ also has its roots in radio.

Creative competitions not only create a ‘buzz’ in the marketplace but also leverage the power of incentive to drive an active response. While the audience is engaged and excited, a radio competition creates a direct point of access for consumers and a brand through a trusted platform.

Even though not all listeners enter the competition, they will often remain tuned in to hear the outcome – to find out who wins or what was the correct answer to the question or riddle.

While certain mechanics have become outdated over the years, certain staples stood the test of time. These include: guess the ‘secret sound’, find the ‘bandit’, pay your bills, win your dream (insert ‘big item’ here – house, car, vacation, wedding etc), minute-to-win-it, ‘when you hear’, choose a number, and beat the clock. All these traditional radio competitions have undergone countless permutations but are all still essentially the highly popular radio competitions audiences love and offer brands optimal exposure.

Over the years, OFM has learned that our audience, although comprising various demographics across four provinces, respond best when the following is present in a competition: the music they love, an opportunity to be right, and of course a nice cash prize. Thus, a music quiz or game always remains a winning promotion.

Also, the number of entries expected is directly proportional to the ease with which the competition can be entered as well as the incentive. Don’t expect your target to run around and jump through hoops for an R100, start adding some zeros and you might get them to jump through a couple. Overly complex mechanics are never recommended as these will not garner the required response.

Furthermore, aside from the hype and brand love that could result from a radio competition, technology now affords insights into the audience. It is possible to accurately track and even poll, with their consent, of course, entrants on their preferences and behaviour, invaluable insights for brands.

When an on-air endorsement is coupled with the insights that online provide, a radio competition, utilising its digital platforms as well, is a sure-fire promotion offering the biggest amount of exposure in the shortest amount of time.

All of OFM’s competitions are tailored to ensure that they not only offer entertainment to the audience but also reach the desired outcome for the advertiser. OFM highly values the statement that we not only offer a platform for your next winning promotion but that we are your media partner when it comes to growing your business.

For more info, please contact Lindiwe Mtwentula on 051 5050 900, 082 416 1665, or lindiwe@ofm.co.za.

Fri, 26 Mar 2021 / Published in LATEST NEWS, OFM
  • Cyril Viljoen takes to AT LUNCH with VKB from 12-3pm, Monday to Friday. His years at OFM, combined experience and love for Agri and all things natural make him the ideal anchor to host this VKB driven program.
  • Gerben van Niekerk returns to the Agri Uur with John Deere where he can continue with broadcasting, while focussing on his academic career at the University of the Free State.
  • Pieter Venter continues on The Real Good Weekend with DIY Superstore.
  • Olebogeng Motse takes up the reigns of the Business Hour. An avid economics enthusiast. The combination with Aaron Masemola (Economics Major), will make for good radio between 6 & 7pm. Soon to be sponsored by Standard Bank by the end of April 2021.  
  • Renaldo Schwarp. Jacaranda FM weekend presenter and digital strategist as well as Skeef (Showmax) documentary director, producer and presenter, joins the OFM team to focus his attentions on radio as host of OFM Nights, weekdays 7 to 9pm and daytime producer.
  • James Kilbourne, former music compiler and music aficionado, hosts OFM Decades on Saturdays between 4 & 8pm. A welcome return to radio.

The above details the brands commitment to innovation, growth and the application of the best to get the job done.

Herewith a sample from the latest listener survey into how much the OFM audience love The Sound of Your Life.  

For more information please visit the OFM website.