The Marketingweb Interview: Abey Mokgwatsane

Why do you believe traditional media is not effective anymore?

Firstly, in this day and age, the marketing industry is extremely cluttered, which means being heard above the noise is becoming increasingly difficult.

This is even more of an issue for the smaller brands that don't have advertising budgets comparable with the larger players in the market.

Secondly, by default, traditional media doesn't carry the same gravitas it used to. Advertised products that never live up to its promises, media fragmentation and clutter has made ATL less believable than it used to be. This scepticism means that it is now harder for the medium to change consumer behaviour.

Define experiential marketing?

I don't really like using definitions - we live in such a dynamic world that there are a variety of ways one can define experiential marketing. With that said, put simply, experiential marketing creates meaningful experiences that enhance and/or build relationships with a brand or organisation.

This is done by providing a mechanism for consumers, staff, suppliers or prospects to interact with the brand/organisation.

Is experiential marketing expensive?

If you have to compare experiential marketing to the cost per point (CPP) that a TV or radio commercial reaches, then yes it is more expensive. The reason for this is you are passively broadcasting that message to millions of people.

Experiential's CPP is higher by definition since you are engaging one-on-one with your target market, receiving instant feedback and are able to alter your approach with every new interaction and learning. So this is the premium you pay for.

The bottom line is, that if experiential marketing is used effectively, it can ultimately change a consumer's behaviour.

Do you think it's worth spending so much money on one campaign and only reaching a handful of people?

VWV's policy is, never propagate reckless expenditure. However, any segmentation tool or sociology textbook will tell you that we are all part of an interconnected network and that some individuals in that network are more influential than others.

This then justifies allocating a disproportionate amount of resources to the more influential group of individuals, namely the "innovators and early adopters" - Everett Rogers.

Who are your clients?

SABMiller, Neotel, McDonald's South Africa, Transnet, Pick n Pay, Nandos, Coca Cola South Africa, Coca Cola East and Central Africa, De Beers, Absa, Basil Read, Virgin Mobile and The International Marketing Council to name a few.

What is your background?

My very first job was a petrol attendant. From there I joined a casting agency and was sent for a job at VWV for a piece it was producing for BMW. It was then I discovered the company was hiring people to handle its BMW road shows and client liaison - so I applied. This was the official start of my formal career as a marketing trainee at VWV on a part-time basis while completing my studies.

In time I was offered an opportunity to join the SAB marketing team where I assumed the position of brand manager for Castle Loud - a youth-driven multimedia platform of Castle Lager. In June 2003 I then went on to launch Miller Genuine Draft to the South African market.

In 2005, my two partners, Jameson Hlongwane, Wanda Sheunyane, and I acquired a 46% stake in the VWV Group and I was appointed marketing director of the company. Three-years on, I am the group CEO.

What and for whom was your most elaborate campaign?

The Transnet re-branding project, which is still current.

VWV has been responsible for the roll-out of the new Transnet Limited brand. This means we have been involved in the staff and stakeholder launch, corporate videos, website development, training and many of the brand related internal communication campaigns.

This has been VWV's largest South African project to date.

What and for whom was your most expensive campaign?

The Miller Brewing Distributor's Conference - we have been organising the conference for the past five years.

Do your clients brief you/get involved with the concept development for their campaigns?

Yes they do and we welcome their participation. Some clients want to see the final product before they are willing to comment, but most of them like to involve themselves in varying degrees during the concept generation.

I understand VWV does a lot of work abroad?

Yes we do. Every year we facilitate the Miller Brewing Conference in America, this is a massive project that we continue to learn and grow from year-on-year.

At the moment we have offices in America and are in the process of setting-up an office in East Africa.

How does it differ working in the US to working in South Africa?

It differs quite a bit in the sense that you have to tap into a client psyche that does not come naturally to you. This means you have to work extra-hard to develop engaging ideas. At VWV however, we follow the same process to deliver effective work in America and anywhere else in the world for that matter, as we do in South Africa. That said, the conference calls can go on forever.

Is there a big demand for experiential marketing in South Africa?

The demand is growing at a rapid rate as marketers begin to source alternative ways of engaging their consumers. The resources dedicated to experiential marketing still pale in comparison to those of ATL, but as I said it is growing at a rapid pace.

What campaign do you wish you had thought of?

Barack Obama's US Presidential campaign. I would have liked VWV to help change the world.