Archive for February, 2007

27dinner Cape Town launched

27dinner logo27dinner was launched in Cape Town lastnite. The concept, backed by our company, Cerebra, is to bring together people at the nexus of media, marketing and technology.

Basically, 27dinners provide a real-life platform for people interested in the web and tech space to meet and share ideas in an informal, lively atmostphere… And provide content, entertainment and wine.

The 5 speakers lastnite were:
Graham Knox – on how his winery, Stormhoek, is achieving major marketing success through their blog campaign and collaboration withthe popular web cartoon Gaping Void.

Verity – on helping her fans become a more integral part of the music by buying 5000 cds before she’s even recorded her album, and how she is doing socially uplifting work with that money. She also sang beautifully, and her pianist and drummer were awesome!

Shelly Levin – on the the characteristics and advantages of online affiliate marketing as opposed to other forms of marketing

Angus Robinson
– on the latest developments in mobile marketing, as well as some trends and forthcoming attractions in the mobile space.

Guy Lundy
– on why Cape Town doesn’t suck, his new role as CEO of ACT (a big business collaboration for economic and social upliftment in Cape Town) and an appeal to bloggers to get involved.

The occasion was also used to launch TWAC (Talking Without A Clue), a comedic video-sharing site geared for mobile and web viewing in SA. Everyone there got a mini-disc as part of the launch promo. (disclosure: they’re a Cerebra client)

I got super-enthusiastic feedback about the event… thanks for that! However, there was also some criticism that the event wasn’t geeky enough, that the speeches should be limited in duration, and that the food was too pricey. Noted, thanks for that too.

I’m considering doing a pecha-kucha type format for the next dinner – way shorter talks, but with just as much cool idea sharing and more opportunity to meet the other very interesting people there.

Links to the people who blogged about the event will go up on the 27-2 page for all to see.

Also, thanks to the presentation impresarios at Missing Link and Quirk, we will have full video coverage of the talks. They’ll notify us when the edit is done and we’ll post the links so the people who couldn’t make it lastnite can see what it was about.

Thanks to YOU if you came, what a super crowd of people:)

SMS to Web Marketing

Most new phones can access the internet from a URL sent by SMS, but yet I hardly ever see URL’s in SMS’s… even in marketing SMSs where more information would be really useful. I’m sure that’s about to change though as mobile marketing gathers momentum in SA.

Still, it’s a good, simple thing to do. WAP sites can be used to collect user registrations, accept restaurant bookings, provide more information, or even a brand experience.

A company could even send out an SMS with a link to their latest blog post every time it’s updated (it would help if the blog was well, written and interesting too). I could imagine myself wanting to get sms updates when certain of my favourite blogs are updated… kind of a RSS/SMS mashup.

A Simple Viral Promotion Tactic

As an experiment, Eric’s creating a list of SAbloggers who link to his popular Mobile Q&Asite.
This got me thinking about the most basic and easily replicatable viral formula for online social media:

  • Offer a prize in return for people linking to you from their blog or social-networking page.
  • Set criteria – e.g. “Valid for first 100 mentions only”
  • Tell the blogger to notify you when it’s up.
  • Follow through on your promise of reward.

You can really get creative with this structure – for example, by asking people to create their own banner ads as links for the promotion/competition.

Do you think that this type of promotion will pollute the conversations happening in the blogosphere?

Armchair Theatre “Flips The Funnel” – free tickets for citizen reviewers

Independent Armchair TheatreThe Armchair Theatre is a well established little venue in Obs, Cape Town that has remained popular by constantly innovating with their marketing in very practical ways. Their latest promotion on their MySpace page is as practical as it is innovative.

They sent out a Myspace message (login req.) to all their friends (i.e. people who have given them permission) saying:

Get free entrance to The Independent Armchair Theatre by reviewing the next show you go to.

All you have to do is post a review in our Myspace comments section. This will get you 1 x free entry. The next time you arrive at The Armchair your name will be on the guest list.

Your review then gets posted on their website – so they get lots of reviews for free, while also attracting opinion leaders (who care enough to write reviews) for a follow-up show. The reviews get republished on their main website to give the reviews even further reach… Effectively Turning Customers Into Evangelists (<< click if you didn’t get the obscure reference to a funnel in the title of this post).




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