TRADE MARKETING If we believe in advertising, and the power of advertising, it would be very unfair on us to not employ the medium within our brands and to our clients.” Remaining relevant in such a competitive environment means utilising multi-layered tools, and integrating every available platform, notes van der Lith. “We normally use activations for immediate engagement, and amplify our message on social media – and PR plays a vital role there – and leave behind printed engagement that also leads the audience online.” An award-winning agency overseeing over 90 print titles in the Media24 stable, Ads24 has come up with a creative solution to promoting its diverse brands to national media agencies, its annual Ads24Diski, a mass activation that sees trade marketing utilising every aspect of digital innovation, including gamification. Proof of its success, says van der Lith, lies in the bottom line. “It allows for valuable interactions with our clients, which in turn leads to sales conversations, and new business. The proof is in the engagement, with clients playing the game online and engaging brands – for up to 48 hours in total; if engagement calls and PR returns don’t speak for themselves, then the new business development it drives certainly does,” she stresses. It’s innovative campaigns like these, developed and implemented by cutting edge marketing services professionals, that set their media assets apart from the rest – and give their sales teams a critical advantage in the marketplace, notes Smuts – adding that recognising these services is what prompted RMS Media to encourage the addition of a Trade Marketing Award to the MOST stable. “It is critically important to ensure that the entire media owner team is motivated - to have the full media owner resource aligned and firing on all cylinders!” Smuts exclaims. “Recognising and awarding the contribution that marketing services make to the success of a media operation is not only a sensible addition to the MOST stable of awards – but it is the dedicated and innovative output of these teams that provides the very ammunition for sales teams to go out into the media industry and conquer!” • IN A PROGRAMMATIC WORLD, experience our human touch RMS Media congratulates on their 10th Anniversary Tel: +27 11 884 9282 firstname.lastname@example.org email@example.com rmsmedia.co.za Sure, we are a future fit, media agnostic, channel neutral, specialist media agency – but there are some things a computer just can’t do. At RMS Media we believe in building real long-term relationships with both our clients and media partners. Experience our human touch. It’s been 25 years in the making. Lucinda Jordaan is an independent writer, researcher and editor with extensive experience in all media, covering various fields from academia and finance to education and lifestyle.
THE MEDIA SEP 2018 e-book
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