Dr John Ledger – Associate Professor of Energy Studies, University of Johannesburg looks at 2010 as the year of biodiversity and what that means for all of us:

Energy ideas

• After 2010 how are we going to cope with household and business energy needs? Get hold of a solar water heater
• Look at the possibility to invest into a small systems to use sun energy
• You need to convert your lighting to energy efficient lighting
• Wood – use wood burning stoves rather than open burning fires

Environmental ideas

• Respect water and how we use it
• Education is at the basis of everything – need future generations to understand how fragile our planet is
• Support Eco warriors – the people that work tirelessly for the environment
• Johannesburg Zoo – a jewel in this city, support it and likewise establishments

Martin Rosen the MD, Mega Vision Media admits early on that he is actually a retailer at heart and not really a marketer. Martin believes that 2010 is like a big wave approaching South Africa.

• The people that catch the 2010 wave will be innovative, opportunistic and aggressive – ambush marketing will not work. The people that take advantage of the world cup need to come with something really original to be able to stand out.
• Everybody in South Africa will play a role in how the people that visit our country will perceive South Africa. Real opportunity to prove to visitors that we are good host and run a first class show.
  Advertising is all good, the real experience will be in the queue all across the country. In the service levels that people will experience when visiting the country.
• You can’t con people in media anymore- the real tools are so much more powerful than mass media, facebook, linkedin, twitter, myspace. In agencies not big enough shift from traditional spend to the digital arena. Mass media is playing a less important role. Revenue in mass media is gonna dry up.
• Great brands will always exist, people can really compare and talk to other people about services.
• When you look at new toys out there like mobile marketing, ecommerce, social media. There is a real lack of understanding and a shift is needed from traditional marketing spend to digital/ new media tools.

It’s important to use all of the tools to our disposable to ensure that the people who visit our country really get to experience the countries hospitality as this will build a legecy for post 2010.

Lebo Biko – Managing Director, BBDO Consulting identified 5 Marketing Trends and 5 Opportunities looking towards 2010.

5 Marketing Trends and Ideas

• Consumers new value equation from impulse and indulgence to value and simplicity
• Brands will have to redefine and re-articulate their essence
• Business should be marketing: yet marketing is not always business
• Definition of consumer equity will need to take into consideration the intangibles – more on meeting unmet needs
• Giving is the new taking and sharing the new giving

5 Marketing Opportunities for 2010

• The 2010 FIFA World Cup has immense opportunities for both country and brand – build next 1994 moments
• The soccer spectacular will build legacies for brands that are not just external- great opportunity to motivate staff
• Brands that connect with soccer will build a new emotional connection with their existing and potential market
• Accelerate the brand externally towards measurable results, legally – use the 2010 as springboard

Keys to success for 2010 and beyond

• Be prepared for the most unlikely events
• Think the unthinkable
• Focus on value but never forget values
• Have a story to tell
• Be adventures
• Be proactive
• Be revolutionary, incremental changes is backward changes

According to Prof John Simpson (Director, Unilever Institute for Strategic Marketing, UCT) consumers behavior lacks quite considerable from what economist tell us is the current state of the economy. So although there are talks about the recession being almost over consumers don’t experience that, in fact the complete opposite. Specific research on how consumers are experiencing the recession will be important for marketers especially looking to 2010. Specific groups have been identified, looking specifically at LSM 5-10 that is making up 80% of spend:

Strugglers are low on confidence and low on financial flexibility
Struggling to survive which has great bearing on what products and brands they buy. Most of them spent money on food. Highly resourceful to stretch their money – bargain hunters. Low Brand loyalty. Have also influenced culture, can’t share anymore.

Pre-family
Brands are very important to them, all about me and me. Don’t compromise on brand image

Young Family
Being hit very hard, sacrifice a great deal. Going more and more towards house brands. They are developing intense dislike of shopping. Looks at the future rather than today.

Older Black Middle Class
Brand is still important, not going to give up anything, brands are still important. Self image and brand are very important.

Prime Timers
Lifestyle spending money on, and to try and improve on it. Not going to change my lifestyle.

LOC for 2010′s Chief Marketing Officer Derek Carstens started off The Annual conference focusing mostly on the positive aspects of 2010 and what this could mean for all of us.

• People seem to think that this 2010 is not taking place in our own country, do not wait for an invitation to your own party! This is the biggest thing that has happened to our own country in the last 10 years, and we have worked hard to host this. Be excited about it and take part
• Take emotional ownership of the event – yourself, your company your industry. Getting in to the spirit of this event. Get into the Gees! Get informed about this event so that you don’t miss out on this event. Our team needs our support – get behind it. Frances time where nowhere but they won it in France.
• Use the event to rally staff and build morale – take the initiative with staff have football Friday, football competition and fly our flag. Will be amazing what this can do for your staff.
• Do not waste time, energy and money on Ambush Marketing – you will get found out!
• Buy tickets – you can’t beat being there. Don’t miss out on the experience of 90 million people in one of the wonderful upgraded stadiums. There is nothing that beats that feeling, the vuvuzule’s are gonna be happening. It will be a life changing experience.
• Get your lips around a Vuvuzela and your body into a Bafana shirt.
• Host a public viewing event
• Think of how to fill void post 2010

On Thursday you can gain the edge over everyone else before the start of the new year by attending this year’s Annual Conference. 10 leading trend experts, all in specialist areas have been asked to come up with then things for 2010.

In every way, 2010 is a landmark event for South Africa as we host one of the world’s great sporting events. What most South African business people need is intelligence, a blueprint, a GPS system that will point out opportunities and pitfalls. This event is sure to provide some interesting insights and impressive ideas.

The team at Virtuosa will be attending the event hosted at the Wanderers Club and once again keep you up to date with live blogging and tweets. So if you are not able to be there in person be sure to follow us on the day.

The line up of speakers includes:

• Dr Nikolaus Eberl – CEO, Nation of Champions
• Prof John Simpson – Director, Unilever Institute for Strategic Marketing, UCT
• Matthew Buckland – General Manager Publishing & Social Media, 24.com
• Dion Chang – Trends Analyst, Flux Trends
• Lebo Biko – Managing Director, BBDO Consulting
• Dr John Ledger – Associate Professor of Energy Studies, University of Johannesburg
• Dr Iraj Abedian – CEO, Pan-African Investment and Research Services
• Glen Lomas - CEO, DDB South Africa
• Martin Rosen - Managing Director, Mega Vision Media
• Alan Knott-Craig – Former Vodacom CEO