2020 Liquor Brand Marketing SA,Thurs 2 Apr 2020

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20% Discount, save R1,100, negotiated for Friends of Beer Association of South Africa


Best of Liquor Marketing Mix


Interpreting lifestyle signals – astute insights; smart practices

Bryanston Country Club, Jhb – Thurs 2 Apr 2020

Our speakers are the cream of the marketing crop, they practice what they preach.  The brief to them is to highlight innovative thinking and practices with case study back up.  Our objective is to enhance your 2020 strategic marketing and campaign planning.  One of the topics really sums it up “Campaign Effectiveness – It might look pretty but did you take market share”.  The liquor market is changing so fast and so is the marketing mix, the digital transformation is now now.  Read the topic descriptions and make a date.

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08h30 – 09h10

Excitement in Liquor keeps consumers engaged

*  Premiumisation driving growth, despite tough economic times

*  Flavour exploration – a powerful influence

*  Experiential expectations

*  Healthy options and non-alcoholic liquor – are we interested?

Liezel Matthee, Head of Analytics and Consulting, IRI


09h15 – 09h50

Stop trying to be African, be relevant

It’s true; international brands must adapt their messaging to appeal to local markets. But too often they try too hard. Africa has become a trend and alcohol brands are trying to be trendy without really understanding how to talk to their consumers. Conceptual clarity around what the African consumer really wants and needs is essential for success. It requires cultural consciousness and nuanced conversations, underpinned by realistic data insights. This presentation will draw on market experience and real case studies to demonstrate how to successfully develop inspirational work that really talks to your audience.

Ryan McManus, CCO, VML SA


09h55 – 10h30

CAMPAIGN EFFECTIVENESS – It might look pretty but did you take market share?

*  How to optimise your Media &  Creative to yield greater campaign results

Melanie Campbell, Founder, Yield Agency


10h30 – 10h50 Coffee & Networking

10h50 – 11h25

Evolving from Social Media to Personalised Marketing

*  Fragmentation of social into niche media – where do I focus my money

*  Creating influential personalised experiences – bots, AI, voice

*  How dark social can work

Godfrey Parkin, CEO, Britefire


11h30 – 12h05

Surviving the influencer marketing apocalypse

- Does influencer marketing actually work and WTF is an influencer?

- The 5 biggest mistakes marketers and agencies make, illustrated through data

Pierre Cassuto, CMO Humanz Globally & CEO Humanz Africa


12h10 – 12h45

Retail promotion – what really matters

A fortune is spent on displays and merchandising.  It’s always controversial as to what really matters; one thought is the astute relationship between experiential and digital, another is store layout influenced by category management, and how important consumer concerns about packaging.

Jacqui Le Sar, MD, Inperspective (topic to be confirmed)


12h45 – 13h35 Lunch

13h35 – 14h10

Women and their complicated relationship with alcohol

*  Are we losing the human touch in a world where robots and machines dominate the

conversation? Are we perpetuating social exclusion in a digital world?

*  In a digital and social world that has psychological, spiritual and philosophical consequences for

human beings, how can we usefully segment audiences for impact strategies that speak to

different occasions and consumption habits

*  Social influence – is my loyalty with your brand or the status it gives me?

*  Understanding the journey your customer takes and how your communication and marketing

should use this to nudge trial and purchase for your brand

Sarina de Beer, Director Customer Experience, Ask Afrika


14h15 – 14h50

Strategy of putting consumers at the heart of everything we do

Speaker to be confirmed


14h55 – 15h30

WhatsApp for Brands – new ways to connect directly with your audience and collect data ahead of dark marketing

*  Why WhatsApp?

*  How does it work for brands

*  Case Studies

*  Demo + Exercise

*  Benefits to Alcohol brands

Michael Krynauw, MD, Techsys Digital Johannesburg


15h45 conference closes

Additional Information


Bryanston Country Club, Sandton

Date and Time

Tues, 12 November 2019