WHAT DO PROFESSIONAL PEOPLE SAY ABOUT ENERGY|MC ?

Alayne Reesberg
Chief Executive Officer • World Design Capital Cape Town 2014
"It has been a pleasure working with you – a true professional."

Alayne is referring to my interactions with her and her team during the World Design Capital 2014 project last year, when I covered the main events for the magazines I consult to; namely -
To Build Magazine - www.tobuild.co.za
SA Building Review - www.sabuildingreview.co.za
You can read some of the articles online at the following links, or read the e-books:
• http://www.tobuild.co.za/viewonline/articles/284/company-news/world-design-capital-cape-town-2014-s-lasting-legacy
•   http://www.sabuildingreview.co.za/viewonline/articles/119/advertorials/water-essential-for-the-future
Note these were commissioned articles and photography, not sponsored editorials.

Cecil Homan
Founder •  Eco-Insulation • Ultimate Climate Comfort
"Eco is flying high with the jet stream. Thanks for article sent and posted."
"World class editorial - world class service"

Cecil is referring to the full agency, editorial and technical writing support service that his company enjoyed since it's inception in 2007.

Marilyn Luchtenstein
Sales Manager • Brits Textiles
"Thanks and well done"

Alexis Sacks
Partner • MD Accountants and Auditors Inc.
"Thank you for the tremendous corporate profile brochure. It really is outstanding and we are proud of the final product..... It has been a pleasure working with you".

Professor John Smallwood  
Head: Department of Construction Management •  NMMU
"Given the number of errant advertisements and my intimate involvement with construction H&S through contracting, consulting, research, publishing and community services, the (mentioned) advertisement is significant in that it probably contributes one of the few, if not only material advertisements that makes proper reference to the subject. It was certainly eye catching ...."

An advertisement written and designed for leading insulation provider, Brits Textiles received accolades in the construction sector.

Billy Perrin
Publisher • Trademax Publications - SA Roofing, SA Affordable Housing, Timber IQ
"Always a pleasure working with you - a true professional".

Wayne Miller
General Manager • BlueScope Steel Southern Africa (Pty) Ltd
"You've done great work for us".

Carl Nortje
Managing Director • Rawson Developers
"Thank you for the great article".

CONFIDENCE IN YOUR MARKET?

Global and national economic times are tough, yet we face some of the toughest challenges as humankind ever. The future of our economy as we know it, growing poverty and the huge challenge caused by the impact of our civilisation on the environment - global warming.

Somewhere inside these issues lie golden opportunities for the entrepreneur - with the mind of the fox.

Many clients are cancelling advertising budgets - an easy target during times of recession. Yet, are you ready to throw away all of the past equity you have added to your brand by diminishing your marketing efforts? Advertising and other media promotion efforts are strategic endeavours. Brands are not built overnight, but rather along the lines of a consistent long term campaign, supported of course by product performance or service that meets the promise.

As a strategic long term effort, it is hard to contradict what the Harvard Business School has to say about  holding the lone during difficult times:

“The company courageous enough to stay in the fight when everybody is playing it safe can bring about a dramatic change in market position.” HARVARD BUSINESS REVIEW

The gift of the 21st century is the gift of choice. How many businesses have had the foresight to test and try all the new media presented by the digital age?  It's not necessary to cancel or postpone your marketing efforts. Maybe adjust the channels ...

RECESSION BUSTING MOVES

With the economic outlook not great for 2012 one line cost item that often is cut by management is advertising and marketplace communications. Big mistake.

Here’s why:

More than 50% of commercial and industrial clients still use print media publications as their informative source of reference. Of these readers, a large majority are in senior decision making positions - not having the time to learn and adapt to the messages of the social media on the web. Readers such these are looking for well written, informative content, supported by logical arguments. The web is not ideal for this.

So you want to keep your media presence, yet reduce expense. Here are my suggestions for you:

1. Use the editorial channel on an organized, sustained basis. You pay only for the time spent on researching and preparing the content.

2. Use a professional, dedicated service provider to prepare this content.

3. Take a serious look at your current advertising with a view to: 

• Eliminating crossover between your targeted groups.
• Audit - size and content of message

 4. Employ specialist communications service providers, such as freelancers. The days of the large corporate advertising dodo companies are over.

5. Use social media - YES - but use it wisely. Intergrate it into a plan!

Save money. Get it right first time.

When you want to do these things, talk to Energy MC. The time is always right.

THE ROLE OF THE TRUTH

If you, like me, have been amazed and deeply concerned by the sabre-rattling and divisive rhetoric in South Africa of recent month, you will probably read on.

I am deeply concerned by the growing number of reputations that lie in tatters these past months. Reputations that took years and indeed many lifetimes to build up.

Take the Africa National Congress for starters. Their constant 'jaw-jaw', abuse of media opportunities and total lack of proactivity in the running of clean, accountable and efficient government have left their reputation in tatters. Few international countries, excepting the pariah states of the world would want to invest in our country under such conditions.

Take big business next. How in the world can business leaders justify their enormous salaries? With everybody behaving as if South Africa was their personal fiefdom, how can we ever set an example for the workers to follow? Now perhaps we can understand why people overturn refuse bins and destroy property in their frustration. I challenge the leaders of the big retail chains to live on a minimum wage of R 4000 per month, pay other expenses and then shop for sustainable food items in their own stores !!

The real problem is that South Africa has no - and never has had - any strategic plan. The concept of a Rainbow Nation as projected by our beloved founder, Nelson Mandela, becomes a vicious lie when each corner of society and the economy behaves the way it is doing.

Is their a lesson for marketing? There certainly is. The time has come for long term thinking and getting everyone on the same side. That means making realistic, deliverable promises.

And getting it right. First time, on time and every time.

Aluta continua.