PRESS RELEASES

2009 – a year to cut loose while others cut back by Amanda Rogaly*

News that three South African companies made it into the world Top 40 in the recent AT Kearney-BusinessWeek rankings is confirmation that tough trading conditions bring out the best in leading players.

They don’t so much succeed despite the recession, but because of it. Others cut back; the out-performers cut loose and surge ahead.

The lesson is that smart business strategists ‘never waste a good recession’.

Seeking opportunity in adversity seems counter-intuitive but experience in the events industry in 2009 indicated that it was an extremely effective way of achieving growth and improving one’s industry standing.

Regrettably, some event companies have closed while others have scaled back.

Yet it became apparent early in the year that events and promotions had a lot going for them at a time when marketing rands were in short supply.

Rigorous cost control became the norm for all business. Waste was out; effectiveness and efficiency in – precisely the environment in which events demonstrate exceptional bang for a client’s buck.

Properly structured and targeted events reach deep into a well-defined niche. Wastage – the Achilles heel of mass media campaigns – ceases to be a factor.

Obtaining immediate marketplace feedback is no problem, either; you simply ask for it when engaging audience members after a function, promotion or launch.

Sampling and one-on-one consumer interaction can also be key. A recent event organised by a fast-growing company like Kadoro Events & Communication resulted in more than 30 000 product trials.

The Kadoro experience is interesting. Between March and the end of September, sales grew by 38,3%.

This was not the result of a ‘survival’ strategy, but a growth plan. Other industry players cut back. Kadoro increased PR spend and added to the team-building budget to support a positive mindset.

Some industry failures appeared to be the result of focus on a narrow client-base. Growing and broadening the base therefore became a strategic imperative, resulting in a succession of account gains.

Simultaneously, every opportunity was seized to add value to existing client relationships. Being hands-on with every client on every project became essential.

Attitude was also important. Clients obviously look for pricing efficiency in a downturn. It was important not to be defensive in the face of this reality. Proactive companies helped clients get the most for their money and became facilitators of smart buying. Intervention like this was particularly important when it led to long-term noting and the achievement of strategic objectives.

Adding value was vital, but adding energy helped as well, because if you brood you lose.

Ends

*Amanda Rogaly is managing director of Kadoro Events & Communications, the Rosebank-based event management and brand activation company.

About Kadoro Events and Communications:

Kadoro Events and Communications is an event management and brand activation company which focuses on creating strong brand awareness – all enhanced with supplementary public relations activities. Kadoro looks at events from a strategic point of view, by analysing the brand intrinsics, strategic plans, creative developments, current market place and client issues.

Kadoro is the Khoisan word for tinderbox of stories.  The name was chosen because it is symbolic of creativity and diversity, while uniquely South African.  Each event tells its own story, and Kadoro is set to create stories of exceptional events and campaigns for many years to come.

Issued on behalf of : Kadoro Events and Communications Pty Ltd
Contact : Amanda Rogaly
011 788 6470
www.kadoro.co.za
info@kadoro.co.za

Issued by : Tale Spin Media
Contact : Zelda Williams
011 794-5366 or 082 461-0689
zelda@talespin.co.za