Despite having an enormous reach - according to 2004 AMPS it gets to over 80% of South African adults - outdoor has long lagged behind TV, radio and print in the adspend rankings. The problem? It's virtually impossible to know much about those who pass your billboards or gaze at the backs of speeding taxis. Until now. New technology has been developed that could change the way we look at outdoor forever. Jayne Morgan asks - 'Is that an Npod in your pocket or are you justpleased to see me?'
There was a time when Leadership was relatively easy. After all, you were the boss and what you said was right. People were brought up to do what the boss said, and in most cases, not to ask questions.
During 2005, we told you about the Absa brand and the history behind one of the leading financial institutions in South Africa. The Absa brand has grown from strength to strength from its formation in 1998, until the present day.
The world has never seen anything like it. In little more than a decade, three billion people - in Central Europe, Latin America, China, and India - have become part of the global marketplace. Overnight, they have become customers for stuff they previously could not even think about. In the blink of an eye, they have become somebody's target market.
And, just as a conventional artist uses a paintbrush and an easel to perform his craft, so does the salesperson require the right tools for the job. The salesman's tricks of the trade may be a little more high-tech than a palette of colours, but like that palette, they can all be found in one place : the CRM system.
The phrase, 'As seen on TV', used to give an air of authenticity to whatever product was carrying it. Having seen this stamp of approval, the body public was assured of quality, reliability, and by some fuzzy logic - mass approval.