How to Write a Brief – Top 5 Tips
A Brief, as the word suggests, should be short and to the point. A well-written brief is the first step towards powerful creative, which is why getting it right is non-negotiable. Here’s 5 easy ways you can use to write briefs that inspire – and do so in double time. Think Like A Strategist, Write Like A MinimalistMore often than not advertising briefs are written by professionals known as strategists. Or, in extreme cases, account managers. If you are a strategist, or an account manager with an interest in strategy, you probably enjoy lengthy brainstorming sessions. You thrive on mind maps and like to “flesh things out”. Attributes like those are essential if you want to call yourself a strategist.Unfortunately they also lead to fluffy briefs: Long documents containing unnecessary content. Creatives Can’t Don’t Read When you write a brief, keep in mind your target audience sit in the creative department. Creatives have short attention spans and are unable to read long sentences. Words like ”awareness” and “blogger buzz” confuse them. The best way to get through to a creative is to write like you’re speaking to a 6-year-old. Be clear. Be precise. Be fluffless. 5 Easy Ways To Write Fluff-Free BriefsHere are the 5 guidelines to writing a successful brief with an appropriate **Fluff Alert** for each: 1. Find At Least 1 Consumer Insight**Fluff Alert!**‘High LSMs spend the most money’ is not an effective consumer insight. 2. Write A Specific, Obtainable Objective**Fluff Alert!**An objective that starts with ‘The purpose of this campaign is to raise awareness, generate blogger buzz and create excitement…” only raises suspicion. 3. Match The Brief To One Project**Fluff Alert!**A brief with the words ‘Big Idea’ on the cover is destined for fluffiness 4. Create A Persona To Represent The Target Audience**Fluff Alert!**Interviewing colleagues will not necessarily produce results. 5. Position The Brand In The Minds Of The Consumer**Fluff Alert!**A 10-word positioning line is pushing it.After all – FusionDesign are all about building brand diamonds and we all know how a diamond shimmers and dazzles when you shine a light on it just right! Contact us on t 082 8255 715 to discuss how we can turn your brand into a Brand Diamond!
FusionDesign Unboxes Timeless Packaging
Groot Constantia, South Africa’s oldest wine-producing farm, has launched packaging for a range of infused grapeseed oils designed by FusionDesign’s strategic and creative team. FusionDesign was recently honoured to celebrate 20 years as a boutique marketing and design agency by hosting a ‘virtual’ unboxing of client work, including the grapeseed oil. “Groot Constantia is blessed with consistently superior grapes. This quality is passed on to the new range of Grape Seed Oil pressed from the abundant by-product of winemaking. The range of grape seed oils available on the Estate consists of rosemary, garlic and chilli infused grapeseed oil,” explains Carmen Lerm, founder of FusionDesign. “We needed to break out of the classic and clean style mould of the Groot Constantia wine label. A modern flair was added with organic line drawings and beautiful, bold colours on crisp white to give good shelf standout. The superior quality of the product and fresh, creative design attract consumers with a minimalist, clean aesthetic.” “This is not the first time that design by us play a pivotal role to up-weight important elements of a brand. We have done the same for Western Cape Milling’s Pure Bake, Bibagry Zambia’s range of soft drinks and juices, and more recently Groot Constantia’s long-awaited Cape Potstill Brandy.” “The easy-carry pack of Pure Bake is striking with traditional red – signalling that it is cake flour – combined with blue and yellow dots for a friendly and bright pack. We also included a traditional vetkoek recipe on the side for consumers to enjoy.” With the new packaging, Western Cape Milling opened a new route to market in Cape Town. The hope to increase sales by being easier to identify and creating better shelf presence paid off. Fourteen years later and Pure Bake has grown from strength to strength as a household brand name that many Cape families grow up with. Pure Bake could have used the more generic pack used by Western Cape Milling’s cake flour delivered to bakers and the restaurant industry. The decision to develop a unique pack design and name was the right answer for this product. FusionDesign determined through mock-ups, surveys, and A/B testing what the best product name, colours and pack design was to ensure success. If you’re considering changing your product’s packaging, you’ve got a lot to think about. Changing your colour scheme can be exactly what your product needs to reach a new or wider audience. Or it can destroy everything you’ve built so far. Even a minor change can dramatically change the consumer’s view of your brand. We invite you to contact us to discuss your needs and how FusionDesign can help you take your next step into this exciting space. For more information visit www.fusiondesign.co.za or call Carmen Lerm on 082 8255 715 and connect via social media on Twitter, Facebook and Instagram @FusionDesignSA
FusionDesign ventures into e-commerce with KWV Emporium and Syzygy Social PR
Emporium
!Khwa ttu wins at 2019 African Responsible Tourism Awards
The winners of the African Responsible Tourism Awards 2019 have been announced and Cape West Coast based tourism destination !Khwa ttu has taken the title in the Best Responsible Cultural or Heritage Experience category. Announced at World Travel Market Africa 2019, the African Responsible Tourism Awards celebrate the shining stars of responsible tourism on the African continent – those who are making a positive impact on local cultures, communities and biodiversity. Finalists and winners of this prestigious award have a passion that extends far beyond the commercial – but also focuses on the well-being of local people and communities and the longevity of their environments. The !Khwa ttu San Cultural & Education Centre situated an hour from Cape Town’s CBD on the West Coast’s R27 main route, is a non-profit tourist destination which celebrates the San culture and spirit – both the past and present – by educating the general public about the world of the San, providing training to the San, restoring and protecting the cultural heritage of the San, and promoting the long-term financial sustainability of San development in Southern Africa. In 1998, the Working Group for Indigenous Minorities in Southern Africa (WIMSA) agreed that the San needed assistance in training their own people to deal with tourism and how to showcase the San culture to the world. In 1999 the farm land was purchased to create this dream. The original buildings on the farm were converted and the agricultural land was restored into a nature reserve. Fast forward 20 years and !Khwa ttu – meaning ‘water hole’ in San – is open to the public and houses a world-unique and state-of-the-art San Heritage Centre with interactive displays and presentations that depict the lives of the San. San guides tell the unfiltered stories of their people – coupled with audio and film to really bring the stories to life and immerse visitors in the ways of the San. Live talks and interactive demonstrations are also offered. The !Khwa ttu San Heritage Centre is a great deal more than a collection of artefacts and historical photos. It’s a pioneering initiative that embraces the principle of community curation, led by a team of academics and San consultants from across Southern Africa – it is an important tool in preserving the San history, culture and stories. In addition to the San Heritage Centre, visitors to !Khwa ttu can expect a restaurant, art gallery, gift shop, Dream Museum, San guided nature walks, mountain bike trails, hikes, trail runs, and accommodation. “I am extremely proud to have accepted this Gold Award on behalf of !Khwa ttu,” says Michael Daiber, General Manager of !Khwa ttu. “All nominees, finalists and winners should be proud to be part of the Responsible Tourism Awards as it means they have been recognised as leaders in increasing positive economic, social and environmental impacts and have also reduced negatives ones.” !Khwa ttu is only 70km from Cape Town located on the West Coast Way Culture Route and is open 7 days a week from 9am to 5pm. For more information and online bookings visit https://www.khwattu.org/ Make a booking by calling 022 492 2998 and follow !Khwa ttu on social media on twitter, Facebook and Instagram @KhwattuSan.
Celebrate International Wine Day with a unique wine experience at KWV
Paarl locals are in for a treat on Saturday 25 May when KWV head winemaker, Wim Truter, will be offering a unique wine pairing experience in the beautiful Cathedral Cellar at the KWV Emporium, situated in Kohler Street in Paarl. KWV Chief Winemaker: Wim Truter This special wine tasting, which celebrates International Wine Day, will see visitors sampling a specially selected range of the KWV Cathedral Cellar wines. The event is also a celebration of the beautiful new label boasted by the Cathedral Cellar wines. A wine tasting presented by the winemaker himself is a rare opportunity to catch an intimate glimpse into the life of each wine – from vine to bottle – plus the Cathedral Cellar at KWV is a spectacular must-see venue for wine and history lovers. An impressive display of gigantic wine vats lines the entrance to the Cathedral Cellar – these vats have intricate illustrations of the history of the South African wine industry carved on them. KWV in Paarl was established in 1918 and is home to a tapestry of rich stories – all woven into the DNA of the wines and brandies produced by KWV. The Cathedral Cellar was given its name because of its impressive domed ceiling which arches high above ones head, and for the large coloured glass window – reminiscent of the stained glass typically found in cathedrals around the world. Wim Truter, KWV’s chief winemaker, has been with the company since December 2016 and says that one of the best parts of his job is following the wines from the very beginning to the end. “From watching the grapes ripening in the vineyard, until you see the finished wine being poured out into the consumers’ glass – it is such a rewarding experience. I look forward to sharing it with visitors to KWV to celebrate International Wine Day.” In addition to International Wine Day, the 23rd of May is World Chardonnay Day and Wim will be honouring the superb Cathedral Cellar Chardonnay with a bit of extra focus during the tasting experience. In addition to the special International Wine Day wine tasting experience on the 25th – visitors to the KWV Emporium can choose from six other enticing wine pairings including a chocolate and brandy pairing, a leaf tea and chocolate pairing, a sweet wine and cake pairing, a MCC and cheesecake pairing, a wine and artisan pie pairing, and a KWV The Mentors and Perold pairing. The KWV Wine Emporium occupies over 22 hectares in Paarl and is one of the largest cellar complexes in the world – offering sparkling wines, natural wines, fortified wines, liqueurs and brandies, a variety of tasting experiences, and frequent cellar tours. The KWV Emporium is open Monday to Saturday from 9am until 4:30pm and on Sundays from 10am until 3pm. For more information, or to book for the special International Wine Day experience taking place at 11am on 25 May (numbers are limited to 20 people so booking essential) please contact 021 807 3007/8 or email wineemporium@kwv.co.za.
Experience the Cape Town Big 6 this summer
Cape Town Big 6
Celebrating the arts at Groot Constantia
Anyone who knows me, knows of my love for Groot Constantia Wine Estate in general and their Grand Constance sweet wine in particular. So when FusionDesign invited me to attend a media gathering to celebrate Groot Constantia’s recent success at the Michelangelo International Wine Awards, my RSVP was a definite yes! On Friday night #GrootConstantia wines were awarded at the Michelangelo Awards! Our Gouverneurs Reserve Red 2009 received Gold Shiraz 2015 and Cabernet 2015 received Double Gold (Grand D'or) Grand Constance 2014 received a Platinum Award. #FeelGrootConstantia #Wine #Awards #SouthAfrica Image by @justinhawthorne A post shared by Groot Constantia (@grootconstantia) on Oct 3, 2017 at 12:05am PDT #WineWednesday sees us at the beautiful Groot Constantia estate today ready to sip on some delicious wine! Lucky us! @grootconstantia A post shared by Southern Vines (@southernvinessa) on Nov 1, 2017 at 1:52am PDT The Michelangelo International Wine Awards honour the genius of the greatest artist of all time: Italian sculptor, painter, architect and poet Michelangelo di Lodovico Buonarroti Simoni, creator of timeless masterpieces such as the ceiling of the Sistine Chapel and the Statue of David. MIWA awards wines that meet Michelangelo’s spirit of artistic perfection. To celebrate the platinum, gold, two double golds and two silvers awarded to Groot Constantia wine, a day of art appreciation in all its many forms was hosted at the Estate. Spent such a stunning day exploring the offerings of @grootconstantia earlier this week! Their new Visitors’ Route is a great way to spend a day on the @constantia_wine_route #FeelGrootConstantia #grootconstantia #jonkershuis #becomingyou #travel #wine #constantia #capetown #southafrica #food #instafood #instayum A post shared by Kathryn Rossiter (@becomingyou) on Nov 3, 2017 at 12:46am PDT Wow for the Governeurs Reserve 2009 – superb tasting of @MiwaAwards wines #FeelGrootConstantia pic.twitter.com/ULvworRtRW — Selene Brophy (@SeleneBrophy) November 1, 2017 Local artist @anngadd showing off some of her Art at our Wine Estate for Art in Nature today! #FeelGrootConstantia pic.twitter.com/UrWXY34X1W — Groot Constantia (@GrootConstantia) November 1, 2017 Guests enjoyed Groot Constantia’s Method Cap Classique Brut Rose paired with inspired canapes under the ancient oaks. The modern paintings of Ann Gadd reflecting corporate madness, African symbolism and wildlife issues contrasted perfectly with the old Cape Dutch architecture and natural beauty of the vines growing on the slopes of Table Mountain. It's a beautiful day for bubbles! #winewednesday has hit and I'm celebrating award-winning wines @GrootConstantia 👌�?� pic.twitter.com/ppEExe81yS — Shante H (@Shante_Hutton) November 1, 2017 Boela Gerber spoke with humour and passion about his art as he talked us through a wine and chocolate pairing in the tasting room before we moved to the private dining room at Jonkershuis to experience edible art prepared by their talented chefs. Time for a delicious lunch at @Jonkershuis #FeelGrootConstantia pic.twitter.com/KxbrDlw3cP — Groot Constantia (@GrootConstantia) November 1, 2017 #WineWednesday sees us at the beautiful Groot Constantia estate today ready to sip on some delicious #wine! Lucky us! @GrootConstantia pic.twitter.com/cLJaIaKkG4 — Southern Vines (@SouthernVinesSA) November 1, 2017 There is artistry to be found all over the Groot Constantia estate. Beautifully crafted, award winning wines; paintings and sculptures in the galleries and public spaces; the architecture and the furniture of the museum; the fine food and the breathtaking scenery. Find the Michelangelo inside yourself on this diverse estate and tell us what art form inspires you here. Written by Di BrownTwitter: @DiBrown5Instagram: @roaming_giraffe Press release by FusionDesign: https://www.grootconstantia.co.za/news/press-office/groot-constantia-s-resurrected-flagship-wine-continues-to-rake-in-the-awards/ Press coverage: https://www.southernvines.co.za/2017/11/03/cape-towns-oldest-wine-farm-groot-constantia-delivers-experience-worthy-reputation/ Contact Carmen Lerm on 0861 321 777 to find out how you too can benefit from our Public Relations, Marketing and Social Media Management services.
Growth Marketing aka “Growth Hacking”
Easier Conversions. Charge higher fees or rates. Have more freedom. Play it like a leader. Sound good? Here are some marketing “hacks�? to get you there. The Newspaper headlines in 2017 = Hope and uncertainty in the Global Economy. Hope exists because there are people who know the formula – or growth hacks – for a successful global economy:They talk about the need for policy change.They talk about fostering a great environment to work in.They talk about human capital investment and development.They talk about lack of investment – and the impact this has on growth, belief in businesses and less determination to succeed. YOUR BUSINESS is a micro economy. Small improvements over time can make a major impact on the health and vitality of your business. This spring, tackle downtime and reduce your over time. Look at what actions can be automated. Reduce waste or push one of the marketing levels by 1% up which has been shown to push growth up by 30%. But above all, if you start your marketing tomorrow with the following great Marketing Hacks – you will see growth because Marketing in todays economic climate is a tool under your CONTROL. You can scale it. You can manage its presence. You can control its voice. And the benefits? Growth or Hack Marketing will give your business the following important stabilizing and sustainability factors: Growth Hacking is the fusion between TECHNOLOGY AND MARKETING What does your website connect your business to? 51% of Americans prefer to shop online. However, the trends are being ignored and 74 % of small business websites have no eCommerce. Also consider that 25% of online shoppers are influenced by social media recommendations. Be aware of the risk: 43% of cyber attacks target small business. Growth mindset vs Fixed mindsetHaving a growth mindset means knowing “I can learn anything I want to”. The “Hacks”
10 ways we make your brand #sizzle!
10 Points
Influencer Marketing – What You Need to Know
Influencer Marketing
