Of burrowers and builders

2016-03-10 06:00

LAST week we promoted the greater South Coast at the Beeld Holiday Show, which was noticeably smaller than previous years, a sign of belt-tightening times.

Part of our mission was to ascertain if certain marketing, publicity and advertising campaigns could be established with some of the tourism and leisure players at the show.

This provided us with a revealing polarity in corporate attitude.

One motor home company we spoke to sat us down and within minutes we realised their head in the sand “we-have-been-doing-it-this-way-forever” attitude showed how inflexible some companies can be in an era of rapid change in communications and marketing approaches.

We quickly, and dare I say it “tongue in cheek”, thanked them for their “co-operation” and moved off almost wishing they did not sell a single unit during the show.

Their closed and go-way attitude smacked of a business looking down the barrel of a gun.

About 20 minutes later we had a meeting with the marketing manager of a national chain of outdoor and leisure outlets and within a short time she got what our approach was all about and quickly the principles of a future project were cemented.

How refreshing in comparison to the dinosaur mentality at the previous meeting.

My belief is that if we (and that includes our organisation) do not have an open minded approach to marketing and communications, that funnelled paradigm will eventually blind our business perspective and that will drive company perspective down the burrower aspect.

On the upside, enterprises that seek new and somewhat unconventional approaches have a dynamism that captures the attention of eager feed me markets.

I remember that great Tourism Australia initiative then, they advertised “the best job in the world” and a communicator was appointed to live on an island paradise for a period­ that brought huge worldwide print and online exposure for Australia.

Such approaches reflect what could be called the builder thinking.

I would like to believe that our marketing team has that builder approach and certainly we meet with all sorts of interesting people and companies who bounce their ideas and concepts off us.

Being a builder is a more refreshing approach because at the end of the day one sees the completed result of one’s efforts - the burrower sadly stays in the dark.

Let’s seek bricks in paradise.

Join the conversation!

24.com encourages commentary submitted via MyNews24. Contributions of 200 words or more will be considered for publication.

We reserve editorial discretion to decide what will be published.
Read our comments policy for guidelines on contributions.

Inside News24

Competition regulation for a growing and inclusive economy

ADVERTORIAL: The Competition Commission of South Africa is conducting advocacy work in the South African automotive aftermarket industry and has gazetted a Draft Code of Conduct for public comment.

Traffic Alerts
There are new stories on the homepage. Click here to see them.


Create Profile

Creating your profile will enable you to submit photos and stories to get published on News24.

Please provide a username for your profile page:

This username must be unique, cannot be edited and will be used in the URL to your profile page across the entire 24.com network.


Location Settings

News24 allows you to edit the display of certain components based on a location. If you wish to personalise the page based on your preferences, please select a location for each component and click "Submit" in order for the changes to take affect.

Facebook Sign-In

Hi News addict,

Join the News24 Community to be involved in breaking the news.

Log in with Facebook to comment and personalise news, weather and listings.