18 May

Reaching and Engaging Millennial Audiences – Private Workshop in Hyderabad, India

millennial workshop Eenadu Ramoji Film City Hyderabad India ETV Bharat
A quote taken from Micaela Valderama's blog, used in the workshop

“The Indian millennial audience definitely shares much of the international Generation Y mindset, although it is expressed in a culture that is much less influenced by American and Western popular culture than in South Africa. We were able to share some insights into the underlying mindset and some techniques to help content creators tap into this.”

Kobus Louwrens, our strategy director, presented a workshop on reaching and engaging Millennial audiences with Ivor Price, award-winning columnist and TV personality, presented for WAN-IFRA South Asia. 24 delegates from Eenadu, ETV Bharat and other digital products from the Ramoji Group attended the two-day workshop . This energizing and informative workshop was presented at the Eenadu HQ in the Ramoji Film City, Hyderabad, on 23 and 24 April.

Kobus Louwrens giving a detailed and stimulating lecture
Ivor Price in the middle of a hands-on training session

Eenadu Digital is a part of the Ramoji Group media empire, and is the largest Telugu-speaking media company in India. The Ramoji Group is a multi-dimensional business conglomerate that spans across a variety of media, from news and information services (Eenadu), broadcast television (ETV under Eenadu Television Pvt. Ltd.) to film production and distribution (Usha Kiron Movies and Mayuri). Ramoji Film Studio in Hyderabad is the world’s largest film studio complex, and is the heart of “Tollywood” (Telugu cinema industry). Telugu has the third highest number of native speakers in India, with 74 million native speakers, according to the 2001 census.

“It was fascinating working with journalists and media managers in India, where print media is growing at near double digits per annum and the massive audiences are supporting all kinds of media innovation in the digital and mobile spaces,” says Kobus, who is not only the strategy director of YehBaby, but is also an award-winning print journalist, and the former publisher of many leading South African and East African magazines and newspapers.

millennial workshop Eenadu Ramoji Film City Hyderabad India ETV Bharat
The entrance to the Ramoji Film City in Hyderabad, India

Located on the outskirts of one of India’s technology hubs, the workshop dealt with adjusting print and digital news media to be more centred toward the Millennial population of India, who constitute 47% of the working age population. Kobus and Ivor led the workshop in discussing how to understand the Millennial mindset, and examining the marketing strategies of various businesses and news outlets. Participants had opportunities to create their own strategy for coordinating content to cater to this population.

Eenadu, the largest circulated Telugu newspaper in the State of Andhra Pradesh and the State of Telangana in India, is an Indian Telugu-language newspaper. It draws a total readership of nearly 6 million readers. Founded by Ramoji Rao in 1974, Eenadu publishes news on business, sports, entertainment and politics, both domestic and foreign.

millennial workshop Eenadu Ramoji Film City Hyderabad India ETV Bharat
Some of the workshop's participants presenting their strategies.
Kobus and Ivor take a photo with some of the participants.

ETV Bharat is an Indian national digital media hub, dedicated to delivering news and information in an interesting and seamless fashion, using video-centric web portals and mobile apps. It is part of the Ramoji Group, and reaches 23 states in 13 languages, including English. ETV Bharat focuses on bringing reliable and relevant news in a way that is both easy to navigate and modern.

03 Oct

Is it still worth investing in social content?

In the age of paid Facebook, is it still worth investing in social content to take advantage of the platform’s organic reach potential?

A recent comparison we did on a client’s Facebook account points to a resounding YES as answer to this question. Careful planning and execution of messaging boosted the return on investments of time and advertising spend by up to 180%.

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22 Aug

Seth Godin on Story Marketing

Marketing renaissance man Seth Godin was the guest on one of our favourite podcasts – Building a Story Brand – recently. The entire interview is excellent, but Godin’s view on the role of story in marketing made us want to raise our hands and exclaim “PREACH”!

It gels perfectly with the sense of mission we feel in the content branding we do for clients on social media. Our goal is to interpret brands for their target audience. We create a mosaic of messages that make it clear to the target market how the brand can fit into their lives. Success is when the audience knows, likes and trusts the brand content enough to invite it into their news feeds and the brand into their lives.

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12 Jul

A fresh logo design for a vintage event

We recently refreshed the logo design of one of our favourite lifestyle festivals.

Marketing the Vintage Ideas festival was great fun, especially as it is a wonderful event that I attend yearly. It takes place close to Cape Town, between the winelands towns of Paarl and Franschhoek in South Africa. Exhibitors, selected by style icon Wilna Rabe, come to Simondium Country Lodge from all over the country. Visitors get a four-day curated experience of vintage and eclectic goods, great food and wine.

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18 May

Let your audience invite you past their ad-blockers

The proliferation of ad-blockers is no surprise. Ads that invade our browsing experience annoy, disrupt or full-on creep out all of us. This is why YehBaby still emphasizes organic social reach as a way past the ad-blockers.

In a recent US survey on consumer sentiment towards online ads, 53% of respondents reported using ad-blockers. More than 30 percent disliked online ads. The main reasons for the negativity are “ads slowing page-load times, irrelevant ads that repeated and ads taking up too much screen real estate”.

In a recent SA survey on ad-blocking by Effective Measure, 13% of respondents reported currently using ad-blockers. The survey quotes US ad-blocker use as 26% and Australian as 27%. The expectation is that SA will follow that trend is an understandable worry to online publishers and other businesses that rely on online advertising revenue.

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