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Posted on 22. Dec, 2008 by in
2008 has been a stellar year for us at Cherryflava.
As a marketing company that uses innovative strategies and tools to
achieve goals, which make solid business sense for our clients – we’ve pioneered
some very forward marketing thinking in South Africa this year.
Looking back now, our theme this year [coincidentally] with the work
that we did, was definitely one of ‘alternate reality marketing’ [Cherryflava's
definition - 'marketing that uses an interactive narrative and the real
world as a platform, often involving multiple media and game elements,
to engage an audience and creatively showcasing a brand']
By far our biggest project in 2008 was the launch of the Woolworths
brand, Twist.
Our solution to their brief was South Africa’s very first
ARG [alternate reality game], which we called ‘.
The campaign was an online short story competition, which over a 6-week
period blurred the lines between fiction and reality when each week’s
story concluded mysteriously by playing out on the streets of Joburg,
Durban and Cape Town.
We did a massive 3D chalk art piece in Nelson Mandela Square, published cryptic ads in the national dailies, put Twister mats in 26 different Woolworths stores, gave away hundreds of flowers, blew
millions of soap bubbles at crowds of people at lunchtime in St
George’s Mall and caused mayhem and gridlock with a huge guerrilla
garden just below UCT on Cape Town’s M3 highway.
In addition to the public project we executed for Woolies,
we continued to produce a number of closed urban reality games for
clients.
Be it ringing public telephones surrounded by drug dealers on
a busy Long Street, geo-tagged
Google maps that can only be accessed by solving cryptic puzzles online
or GPS co-ordinates that are found on a QR code hidden under a bottle
of wine at Steenberg wine estate – we had teams of up to 200 people running around Cape Town like lunatics.
Thanks to all our ‘reality gaming’ clients this year: Dimension Data, UCT Graduate School of Business, Turqle Trading, , Coffeebeans Routes and The Creative Cluster.
Many thanks also to Nokia, Red Bull, Jack Black beer, Felix Unite, Coffeeright, Biblioteq,
Wellness Warehouse, Daddy Long Legs and The Grand Daddy Hotel for all
their product support and making the various projects come alive.
Ideas are a dime a dozen and what we quickly learnt this year is that
the theory and concept of ‘reality marketing’ is one thing, but the
true art of its success is in the execution, production detail and
crisis planning for each event.
Through trial and error over many
projects we’ve built up a world-class crew [who now know the
ins-and-outs of very sophisticated mobile technology as well as the
numbers of practically ever public phone in the South Peninsula] who
we’re very proud of.
So when Adidas International come knocking on our
door wanting a super kind ARG for the build up to the 2010 World Cup, we’ll be ready.
On the marketing consulting side, when presented with the challenge of
creating an innovative platform for the marketing of parasols and
umbrellas for Cape Town-based Tradewinds,
we created an experiential outdoor showroom [complete with 9 themed
areas, product 'Super Trump' cards and two brand new Aston Martins as
props] in the gardens of the Mount Nelson hotel.
No PowerPoint, small
talk and cheesy snacks here. The result from a very limited budget was
the signing up of a couple of key new clients for the manufacturer and
a profitable marketing exercise all round.
Other clients this year
included Standard Bank, Woolworths, Turqle Trading and Cape Town
Partnership.
In addition to our website we’ve contributed marketing opinion to The
Times newspaper, the Journal of Marketing and on the weekly on Cape
Talk radio with Aden Thomas. We’ve also been lucky enough to be
featured in The Star and Mango Airline’s Juice magazine.
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2009 will be a tough year for every business, but in every challenge -
lies opportunity.
Marketing is obviously a vital part of business and
that shouldn’t stop just because the economic cycle is on a downward
trend.
According to us, in 2009 the 5 keys to marketing success will be:
-
buy generic viagra – if the marketing tools you have
selected [including the actual message] as part of your communication
strategy don’t effectively communicate the answers to the questions of buy generic viagraandbuy generic viagrathen
rather choose something else that does. Likewise, if your product isn’t
brilliant, now would be the time to stop lying to people about what it
should be and rather spend your time and money on making it better, so
that your existing client base can sell it for you when they rave about
it
-
buy generic viagra – beware of the hype surrounding
new and social media tools. All these amazing new things are just tools which
you can use – not the holy grail. If you’re selling Maybachs to Saudi Arabian Sheiks then having a Facebook
page will not mean anything. The key is seamless integration of
relevant new media and traditional media tools to achieve maximum reach
and penetration. Different markets prefer using different media – one
size doesn’t fit all.
-
buy generic viagraSpray and
pray ‘push strategies’ are not effective anymore. Focus on a core group of
evangelists and overwhelm them with love. Respectful ‘pull
communication strategies’ will come into their own in 2009. It’s all
about creating a platform which attracts a community which you can then
bring in-store.
-
buy generic viagra – Seth Godin
termed it Permission Marketing, but in 2009 it’s going to be worth its
weight in gold. Don’t spam the masses, engage with a select ‘cream of
the crop’ in a respectful way. Aimless traditional interruptive advertising is dated and annoying, people are getting irritated with you trying to force them to listen.
-
buy generic viagra – It still amazes us how un-engaged
many organisations are. You may think that throwing money at
marketing will make up for the fact that you don’t respond to e-mails
and couldn’t be bothered with really getting to know your customers,
but it doesn’t. Kill the answering machine and get onto the shop floor.
At Cherryflava we’ll continue to develop and produce innovative
marketing tools and strategies that make real, measurable business
sense for our clients in 2009.
We predict that the genre of ‘reality
marketing’ will continue to grow in popularity in South Africa and
we’ll be right in the trenches with our experience, systems and team to
help our clients take maximum advantage of that.
Further however, we see a great opportunity in the field of ‘branded
digital entertainment and content’ as a sustainable ‘pull marketing’
tool for the future.
Writing an engaging blog or producing a professional video podcast is
an art that we have been practising and perfecting since 2004 – so
we’re well poised to offer this unique service to clients in
collaboration with a world-class content management system developed by
a team, which we’ve been working with for a couple of months now.
As a business, we certainly regard ourselves as marketing innovators. We regard creativity as a tool along with all the
other cutting-edge elements that we have a passion for understanding an
seeing how they can add value to a campaign.
In all the work that we do
we start with the objective of either growing sales, changing
perceptions or maximising profitability for the companies we work with.
Much was learned in 2008 and overall, we’ll give ourselves a buy generic viagra
aggregate for the year. That may seem like we have much to improve on
for 2009, but we’re perfectionists and know where we went wrong and
have already tightened the bolts where needed.
We’re going to take a little break from the office and the blog for a
couple of weeks and will be back buy generic viagra.
See you all of the
flip side of New Year.
Have a good one and thanks so much for
supporting Cherryflava in ’08.
22. Dec, 2008
Well done on a great year, looking forward to reading you in 09.
23. Dec, 2008
Wow Cherryflava! I would say you deserve a Christmas break! Well done – am definitely impressed! Just goes to show what creativity and determination can do! And I knew you way back when…
Brenton Bubb
24. Dec, 2008
Well done guys. Looking forward to a daily Cherryflava fix in 2009…
27. Dec, 2008
Jonno,
All the best to you and your team at CherryFlava over the Festive Season and may you grow from strength to strength in 2009. The Chinese have a saying: May the best of 2008, be the worst of 2009. This is also my wish for The Flava!.
I am not into mainstream marketing but draw a lot of inspiration from you in keeping my web-projects in my readers’ minds (and on their ‘favorites lists’!) Besides, as an expat Kapenaar, you also keep me abreast of the happenings in the MotherCity & SA!
Cheers and looking forward to your return.
Mike Jansen
(Hong Kong)
Gui
07. Jan, 2009
Lovely stuff in deed. There’s seems to be a problem this year though, my computer is not showing any stories from this year. When does cherryflava get back from vacation over there? I’m missing my fix!
cheers,
G