TMCnet News
Experience that brings favourite brands to life [Star, The (South Africa)](Star, The (South Africa) Via Acquire Media NewsEdge) We have so many brands shouting for our attention - on television, on radio, in print and on social media, every company out there seems to have a brand that will change our lives. So what kind of brands grab our attention, and money, these days? Entrepreneur iSpani Hustler Philo Khoza is making his move into experiential marketing based on his talent as a project manager and intern at promotions companies around Jozi. When it comes to brand choices we all have our favourites - some we know from childhood and they are a safe bet when we spend our hard earned cash BUT some are new to the market. As consumers we have more choice than ever before and it can be confusing, to entice us into purchasing their brand companies have had to come up with something new and inventive, something that lets us feel and live the brand before we purchase. Experiential marketing has been the springboard for many great campaigns and has changed the way brands sell to us. Instead of just telling or showing us, experiential marketing tries to immerse us, the consumers, within the product by engaging as many other human senses as possible. By walking the talk experiential marketing forms an unforgettable and emotional connection between us and the brand, ensuring the next time we have a decision to make at the shelves we make a choice that benefits everyone, we get what we want and know it does what it promises and brands grow and prosper. Philo is right on the pulse, explaining his history and motivation. "I have a passion for organising events and in high school was at the forefront of events management. I started hosting events outside of school to make extra cash. All of that taught me to be independent. I finished high school and couldn't afford to further my studies due to financial reasons. I yet again had a choice to make; either sit back and do nothing or make something out of my life. I chose to get up and start moulding my life. "I'm currently studying marketing management at Unisa and would like to further my studies in project management. My goal is to start an entertainment company and I believe that I will be successful because I have the drive and dedication." Philo advises networking as a starting point. "I started working for TAG promotions as a promoter. I worked hard and was acknowledged as a stand-out promoter. "This assisted with my studies and the small start-up promotions business I run with my friend, it has also been great as my manager at TAG moved recently to a new agency, Offlimit Communications, and because of my performance she made sure that I came along as a promoter and hopefully an intern with this successful company with many big name clients who are doing really groundbreaking work in branding, sponsorship and activations experiential marketing. It's a job where you work hard and play hard and sometime both at the same time. I love this world and I am determined to make my future from the top of this mountain." Join Philo at Wits with Offlimit Communications as he launches a new campaign for an international soft drink. iSpani is with him every step of the way, immersing the viewer in Philo's challenges in the same way he brings his consumers into his products. iSpani Skilling You 'Fo Sure every Tuesday on SABC1 at 1.30pm. The Star (c) 2014 Independent Newspapers (Pty) Limited. All rights strictly reserved. Provided by SyndiGate Media Inc. (Syndigate.info). |