Perana Viosa https://www.peranaviosa.co.za/ A multidimensional marketing agency Wed, 07 Jan 2026 11:04:01 +0000 en-US hourly 1 https://www.peranaviosa.co.za/wp-content/uploads/2024/06/cropped-Perana-Viosa-Logo@3x-32x32.webp Perana Viosa https://www.peranaviosa.co.za/ 32 32 Your marketing degree is useless. Here’s why… https://www.peranaviosa.co.za/marketing-degree-useless/ Fri, 12 Sep 2025 09:31:45 +0000 https://www.peranaviosa.co.za/?p=1690 Before you apply for a Marketing Degree, read this article.

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Your marketing degree is useless.
Here’s why…

We’ve been educating entrepreneurs since 2012, meaning that we’ve employed and appointed many people for our projects, programmes and general operations in all this time.

Marketing qualifications, especially online marketing degrees, certificates and short courses, have become cash cows for capitalists in the private education sector. As an employer and seasoned training facilitator, we’re sharing our perspective with you in this article so you can understand how to approach the investment that is your tertiary education, especially if you want a career in marketing.

Experience counts more than qualifications

With Google able to play the role of dictionary, thesaurus, librarian, research assistant and so much more, the time you spend just learning terminology in the academic journey can be considered a waste.

The truth is that you’ll find a few key terms repeated, usually acronyms, and you can pick those up on the fly. It’s the ability to solve problems effectively, efficiently and with a sense of ownership that employers really want to hire, but how do you show this?

You go out looking to solve some problems. You move TOWARD the problems and you don’t complain about them.

Where can you gain experience?

On our YouTube channel is a video about volunteering with NPOs.

It’s a great way to explore different sectors and industries as there are NPOs of all kinds that need help connecting with the professional community and business owners/leaders who can adopt their respective causes.

If you don’t know where to start or how to choose the right NPO for you, reach out to our team and we’ll screen you for any available opportunities with charity organisations in our client base.

Don’t quote your textbooks when speaking to your managers

Unless you’re going to link a case study for a practical reason, please don’t try to show off your knowledge by regurgitating what’s in your textbooks. There’s a good chance that the people in your team at work have read the same books and have already considered the models and frameworks therein.

The business of marketing education

It’s sad but true: most private colleges are offering marketing qualifications as a revenue stream, more than as a way to make a positive contribution to the future economy of our nation. You have to discern between actual education and the mirage of education.

How do you know which marketing course to choose?

Here are some suggestions from the mentors and facilitators in our team:

  • Research the institution

    Look at the entry and graduation requirements, the faculty leadership and their credentials (especially whether they’ve worked in the field or not). LinkedIn is such a powerful tool that’s freely available to you, and can help you connect with school alumni so that you can ask questions or assess the average calibre of achievement, and even see if your dream employer hires candidates who graduated at the institution you’re considering.

  • Ask active professionals

    If you have a role model or mentor, or you follow leaders in your industry, ask them if they’ve done any courses that served them well in their career. If you have a budget, be clear about it because you might need to wait a year or two more before you can do the right course, instead of doing what’s within reach but simultaneously useless to your journey. Read course and institution reviews from people working in roles you’d like to land one day.

  • Ask alumni

    If you know someone or find a graduate on LinkedIn who displays a specific course on their profile, try to set up a 30min Q&A. Go in prepared and genuinely think about good questions to which the answers don’t already exist on the institution’s website.

  • Speak to a student advisor

    Although student advisors are sometimes guilty of behaving like glorified sales agents, if you ask the right questions, you’ll get a wealth of insight in return. Know your goals and ambitions well enough, even if you’re looking to explore your own horizons. A good student advisor will not push you into a course if you’re not genuinely ready for it.

Can you still get a marketing job without a degree?

Yes. We can’t speak for too many businesses outside of our network but our own recruitment process allows you to build up a successful marketing career even if you don’t have a degree in this field.

We prefer to understand you as a ‘whole’ human being — we want to know your origin story and what you’d like to achieve over either the next few months or in your lifetime, so that we can genuinely find a good fit for you. If we can’t, we’ll refer you elsewhere if possible, since our fractional agency is constantly ebbing and flowing with a wide range of opportunities.

Should you rather skip your degree altogether?

Absolutely not. What we’re getting at in this article is that you need to make wise decisions that align to your ultimate goals, and not be afraid of taking time to gather the information or criticise your options before committing to one of them.

Getting a degree is not a golden ticket for a great career path, and because it costs a lot of money it can be useful to volunteer and use a sandbox mode before making the investment. In our experience, there are a wide range of options that add value to your journey as a marketer, but none of them come close to what a good attitude toward learning can do for you in the workplace.

Do you need a degree to qualify for a marketing internship?

Not necessarily. In some cases, where there is a subsidy or government funding involved to create internship opportunities, it might be stipulated that a relevant degree is required. It’s a marker of responsibility when taxpayer funds are involved.

If your heart is set on learning about marketing and building a career in this field, you are always welcome to contact us and enquire about vacancies and internships. Remember that we are a fractional agency so we don’t often release permanent full time positions but we do have clients who occasionally need to expand their teams, and we’re here to help you find your way as best we can.

Learn more about Marketing Education options to build the career you really want.

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]]> You need a lot more than the business idea https://www.peranaviosa.co.za/need-more-than-business-idea/ Thu, 02 May 2024 10:01:49 +0000 https://www.peranaviosa.co.za/?p=885 An idea, by itself, is incapable of changing the world. It takes a lot more to build a flourishing business and that’s what we’re talking about in this article…

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You need a lot more than the business idea

The world has changed in many ways over the past two decades in which we’ve been trading.

Perhaps one of the most significant changes is the emergence of mental health as something of importance, and in extreme cases the alleged abuse of it as an excuse for a lack of resilience and maturity in some people.

If you’ve followed our content long enough, you are well aware that our job isn’t to sugar-coat things but to share the truth with you the way we’ve experienced it, and help you leverage our journey for your ultimate success in life and in business.Today we’re talking about the ugly truth: you need far more than a brilliant idea to build a flourishing business.

The idea is merely a snowflake on the tip of the iceberg

There are probably millions of books, articles, published studies, medical journals, videos, documentaries and white papers about how many thoughts the average human being has each day.

Your business idea starts out as one of these.

There is nothing special or unique about it the precise moment that you first think about it. Maybe millions more people share that exact thought with you — possibly in the exact same moment! 

Your idea doesn’t entitle you to anything

This is where it starts feeling like the big bag world is out to get us.

With all the sugar-coating going on in the world, all the participation trophies and rewards for mediocrity, we see billions of people affected by this.

Having an idea doesn’t entitle you to anyone’s help, support or services.

The world’s population doesn’t live in your mind

Another hard reality lots of aspiring entrepreneurs face is that they believe in most of their own ideas and envision it working perfectly, often without fully thinking it through, validating and field testing it.

The moment another person disagrees, opts out or asks particular questions, the aspiring entrepreneur in question gets emotionally charged and reactive, as if their personality is being attacked.

What you have to understand is that your business idea is just a fabrication in your mind: it’s only a potential solution and a lot more is needed for it to become a real business.

What do you do with your business ideas?

Idea validation is taught in many courses and workshops.

There are a wide range of methods for validating your idea and the one we prefer to use is to make at least one sale (Haralambous, 2021).

We’ve learned that it’s critical as a next step in turning an idea into a business.

Not every idea is a great idea

Being able to self-assess, test, validate and move forward from ideas is another important and useful entrepreneurial skill.

Don’t take it so personally if you have a bad idea.

Get it out of your system so you can move onto the better ones.

You need people

Sir Richard Branson once said that scale didn’t matter when understanding what a business was: it involved a group of people.

There are different groups of people who will serve distinct functions in the process of turning your idea into an actual business.

Contractors, suppliers and service providers

If you have a product or service idea, you may need raw materials, transportation and several services from other specialists to help you create your product or deliver your service. Let’s look at a few examples:

  • Food product eg. nut butter – For a product like this, you need to meet food safety standards and transport your finished product to buyers, which could be direct consumers or retailers. Unless you have all the required skills and certifications (unlikely) you will likely need food safety consultants and some kind of logistics or delivery partner.
  • Medical consulting rooms – In this scenario you might be a qualified practitioner, wanting to open your private consulting rooms. You can provide the service directly but you will need specialised tools and equipment, and have to order consumables for hygiene purposes.
  • Marketing agency – Even when there’s no need to physically have a factory or an office and you can deliver a service remotely, your business will need administrative services like that of a virtual assistant or accountant.

 

The bottom line is that your idea cannot become a business all by itself. It needs help and that comes from the appropriate people.

Employees

You can’t mess around with this. Your decisions affect how much food sits on the tables of your staff. You may even need a consultant to help you determine your hiring strategy, and a financial expert to confirm what kind of budget to work with.

When you have employees, you have a set of duties and responsibilities in managing tax and payroll administration, skills development plans, promotions, device management and disciplinary policies, health and safety regulations — see how it all piles up?

The business idea can’t hire, train, motivate or discipline employees for you. You need to consider this before launching head first into the business world for each and every bright idea you believe you have.

Customers

Customers are a critical group of people. You could have the best product or service by your definition but it’s meaningless if nobody shows interest in buying it from you.

Ideas don’t sell themselves. It requires marketing skills and sincere effort (especially if you don’t have a structured go-to-market budget).

Investors

Your idea won’t raise its own capital. If you need money to rent factory space, invest in distribution and service delivery, and cover salary costs for a period of time, it’s going to require investment. 

You have to open and nurture relationships with the right investors who will support you financially until your business case can be proven or disproven.

You need processes and discipline to leverage them

To actualise an idea and create a business from it, you need processes (which mean nothing without discipline).

Processes help you define and complete tasks effectively, in the right priority order and to the right quality standards, to meet your business goals. The world’s most successful businesses have processes for everything from the financial operation to research and development.

Your best business ideas still can’t develop these processes for you.

You need tools

As in the examples we mentioned earlier, you might need special equipment in a factory setting. Maybe you need software or specialised seating. It’s one more layer you really need to consider before you go out and call yourself a business owner, CEO, startup founder, Director or any other creative leadership titles that come to mind.

Moral of the story: you need a lot more than an idea, to build a successful business.

Learn more about world-class Fractional CMO Services that can help you on your way from concept to conquering the market.

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]]> Drive your business growth through data-driven decision making https://www.peranaviosa.co.za/drive-your-business-growth-through-data-driven-decision-making/ Fri, 29 Dec 2023 09:57:00 +0000 https://www.peranaviosa.co.za/?p=879 Driving business growth through data-driven decision-making requires much more than A/B testing your strategies.

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Drive your business growth through data-driven decision making

Data allows an organisation to understand its business environments more effectively, determine the root cause of problems and conduct an accurate business forecast with which to make sound business decisions.

The most successful businesses either have in-house data departments or depend on companies, whose main objective it is to collect and synthesise data, for help with making informed decisions.

The greatest business people make data-driven decisions with confidence.

What is data-driven decision making?

It’s the process of using data to formulate strategies or make decisions, both in your personal capacity and in your business. By doing so you partially validate the outcome before the implementation process.
Data doesn’t only contain numbers and figures. Itt also consists of others’ opinions, within your business, coupled with customer feedback. These opinions, beliefs and feelings, when leveraged effectively, are paramount in helping any business succeed.

Why, then, neglect the one aspect — data — that can assist your business to reach better heights?

Relying on your gut alone can lead to inefficient processes with a negative end-result. Encourage your leaders and employees to make better decisions with data everyday. Start by choosing an appropriate analytics technology and teaching techniques for adopting data-driven decision.

Makie it a norm for your day-to-day operations while encouraging critical thinking and curiosity at all levels. A data-driven culture is all about enhancing, validating and affirming your gut feeling, to make decisions with facts and not purely assumptions.

Who drives change in your business? The people. How do they do that? They make decisions. Sound business intelligence operations leads to sound business decisions.

It has to involve a mix, though. A company that adopts only business intelligence and neglects its people is more of a computer, not a company. That’s not going to drive change or add value for anyone.

Hence, establishing a data-driven culture is important for business growth but it’s not a way to replace the human intelligence that you’ve hired along the way.

How to use of data to drive decisions in your business

Using data to make decisions doesn’t mean that you won’t need to apply caution or ringfence your testing. Don’t hesitate when making data-driven decisions, but understand that your interpretation of the data will be validated or invalidated through the process, and that you may need to make a follow-up decision again soon afterwards.

Prepare to make decisions with confidence and learn from both the validations and invalidations, in order to reduce stress levels and anxiety throughout your business. All the while, stay true to your beliefs and take accountability for your actions.

You want to be clear about your reasons for collecting data, taking into consideration that not all data collected is useful for your current business objectives. Use what you need and follow through, all the way from the data acquisition point to the space within your business operation that it shows value. What you really want is real-time insight so that you can accurately forecast what will or won’t work in the future.

Using business data to formulate strong marketing strategies

It takes time to develop this skill, which is one of the key reasons that we offer Fractional CMO Services. Your Fractional CMO periodically evaluates the right business data to help you make sound business decisions so that you don’t waste your precious marketing budget.

Put processes in place and hire skilled people who will be responsible to gather and manage your data. If you don’t already have these in place, you might want to invest in training programmes to better equip your team. Turn information into great ideas that can be easily implemented. These are SMART objectives.

The benefits to your business range from greater accountability, continuous improvement, more effective innovation and faster decision making.

Do you need support with linking your business performance data to smarter marketing activities? Contact us to take advantage of our expertise.

 

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]]> The Undefeated Entrepreneur https://www.peranaviosa.co.za/undefeated-entrepreneur/ Sat, 07 Oct 2023 09:36:00 +0000 https://www.peranaviosa.co.za/?p=856 Successful entrepreneurs sport serious battle scars from the business journey. How do they keep going through it all?

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The Undefeated Entrepreneur

Every entrepreneur that you meet today is, in fact, undefeated.

As you read this article today, our hope is that you will understand why, and find the courage to stand up again even if you feel like something has just knocked you down.

Who is the undefeated entrepreneur?

You’ve watched the motivational YouTube videos, and listened to the podcast episodes. You know that it’s as simple as getting knocked down eight times and getting back up for ‘Round 9’.

Let’s go deeper into this.

The challenge of childhood

The undefeated entrepreneur may have had extreme challenges during their childhood:

  • Poverty or lack of resources
  • Exposure to violence and substance abuse
  • Direct subjection to violence or abuse
  • Neglect and abandonment
  • Discouragement within immediate surroundings
  • Bullying and lack of support in educational environment.

 

When you look at it as a list, it’s probably a bit of an eye opener, but let’s examine the story a little closer.

Poverty or lack of resources

Growing up amid poverty typically means that there isn’t enough money to equip one’s family with basic standards of living, such as a robust house that will protect you from the elements, or appliances that most of us take for granted: stoves, refrigerators, microwaves.

Think about how much more time goes into achieving something like making breakfast or getting ready to even start the work day.

And yet there are entrepreneurs who will use whatever hours are left in their days to start and grow businesses.

Violence and substance abuse

As if poverty wasn’t enough, some entrepreneurs witnessed their parents, neighbours and other community members using violence as a way to achieve their desires.

That imprints upon children as the standard way of functioning.

Add some alcohol, whoonga, glue and/or the wide range of household products and prescription drugs that form a stranglehold on people and you have another set of fluctuating challenges.

Some entrepreneurs have had to hide in uncomfortable nooks and crannies, or literally run away until their abusers have passed out or gotten tired of looking for them, to be able to stay alive, let alone continue doing their homework or study for tests.

Can you see why it’s not so easy to just ‘start a business’ to work one’s way out? There’s no telling when you need to run for your life.

Neglect and abandonment

Neglect isn’t just about forgetting to feed a child that one time you had to answer phones, chase dogs out of the house, check the pots on the stove and pick up the deadly Lego pieces from the floor. It’s the persistent de-prioritisation of a child’s needs over an extended period of time.

Some entrepreneurs have been through forms of neglect without even being aware of it, especially in single-parent households where (despite valiant efforts) raising a child is just too much for one parent to get it perfectly right all alone.

In extreme cases, children can be physically abandoned or surrendered to the social welfare system and grow up with severe trust and relational challenges. It makes it even harder to trust employees and colleagues when you’re coming from this kind of past.

Discouragement and bullying

If you have relatives who support and encourage you, consider yourself extremely fortunate. This is something that millions of people wish for. Some people never find it in their lives, which is all the more tragic.

This may sound like we’re siding with the enemy but, really, discouragement can come from a place of love. When people love you, they might be afraid on your behalf and, as a result, discourage you from making a choice that they believe is too risky. Other times it’s pure unkindness.

It gets life-altering when discouragement becomes bullying and people full on attack you for your vision and ideas of a better world. If you’re being bullied or going through abuse, please click here to find a helpline.

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]]> Why the best marketers won’t work with you https://www.peranaviosa.co.za/why-the-best-marketers-wont-work-with-you/ Tue, 03 Oct 2023 09:22:00 +0000 https://www.peranaviosa.co.za/?p=850 Think you’re the only one with “quality standards”? Think again, and get ready for the hard truth about why the best marketers decline certain clients.

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Why the best marketers won't work with you

The story begins with good intentions

Nobody starts a business and really makes an effort to fail at it (no matter how open-minded they are).

We get it — your business is your baby, your brainchild. It represents you.

Naturally, you’d want it to thrive.

You want to find the best possible marketers, salespeople, technicians and support crew and you start off by being all of those and more.

You see every part of the business and you know exactly what it needs to level up.

Where does the road to hell start?

As with many other situations, the problems start to appear when the expert is expected to take instruction from a non-expert.

We promise, marketers respect your product knowledge, and the time you’ve spent learning about your ideal customer. There’s no ignoring the brave work that you may even do all by yourself, running a few digital ads to bring up your lead volume and revenue.

But — and here’s the bitter truth — this is where your expertise just about ends as a non-marketer, and there is no degree or short course that can qualify you beyond the knowledge and awareness of a true marketing expert of 10+ years.

Instructing your agency on how to construct their campaigns is a form of business suicide.

Your job is to point out the bullseye and then let the experts lead the way.

Your experience and knowledge won’t go to waste

We promise: the painstaking work that you’ve done up until the point you hire us will never go to waste.

You have valuable information and historical data but it requires trained minds to really understand what the business implications are.

It’s like therapy, really. We get started with the belief that one specific thing is the issue but when we unpack the root causes, the journey, and look at all the individual settings and components, we understand that it might be something totally different.

Your desperation to succeed is a threat to your success

There’s a huge difference between determination and desperation. The former sharpens your thinking and the latter diminishes it.

In desperation, the choices you make, including the instructions you give to your marketing team, can cripple your business.

Recognise any of these?

If any of these seem familiar to you, take this as an opportunity to improve, going forward:

  • “That doesn’t work. I’ve tried that.” – Yes, you’ve tried something, but the chances are really high that you didn’t even know all of the variables involved in what you thought you were testing, so your results may not be completely valid. Let your marketer construct the test their way to get definitive results or deeper insights.

 

  • “This is the ad creative.” – Your ad creative may not be optimised for what’s going to best serve your business objectives (so much more than the results shown on the ad platform interface). Be willing to test your creative against what your marketer suggests, to find out what really helps you meet the overarching business goals.

 

  • Confirming the budget for this month’s campaigns more than three days into the month. – If you want control of the budgets, as in how much is available for paid campaigns, you need to deliver confirmation on time, ideally one week BEFORE the campaign month begins. Nobody can sustain delivering the right quality of result in half the required time.

 

  • “Please pause immediately.” – The start-stop effect can cause more damage than running continuously with a low budget. Don’t commit to paid advertising online unless you can sustain it for at least three consecutive months. You’ll accrue more valuable data this way and have something tangible to work with for future campaigns.

 

  • “You can just replace it with this.” – No, we actually can’t. There is deep psychology behind every ad image, video, sentence, callout, website page and testimonial. We know why we want to use certain components. We can test them against your suggested items and see what really works best, but there is nothing easy about replacing something we put years of experience into with something about which you thought while brushing your teeth.

 

  • Asking for something then ignoring it completely once it is delivered. – Be it an audit, a strategy or a report, ask for things you’re going to use when you make business decisions. Develop the habit of leveraging your investments and leaning into the information provided by experienced marketing professionals.

Your reputation as a client

People talk.

If you’re going to jump from one agency to the next, pretty soon the best agencies will hear about the way you operate and you’ll be left with the transactional order-taking agencies who add no value to your marketing operation.

The best marketers in the world qualify their clients.

You have to earn the right to work with them, and they’re not going to bend to your will simply because you pull a few purse strings.

Are you a good enough client?

To avoid the status as a client that nobody wants, you have to show your agency that you’re worth the effort they go to, to push boundaries and crack the unique code that is your company’s marketing operation.

But how?

How do you attract top agencies and keep those relationships?

  • Explain your challenges in as much detail as you can.
  • Focus on your business objectives and let the marketers translate those into marketing goals and metrics.
  • Answer all the questions your marketers ask
    Share sales and revenue information.
  • Discipline yourself to work with systems and processes.
  • Keep a digital journal, swipe file or folder with your ideas and let your marketers determine the best testing material and schedule.
  • Read the reports and ask questions for which the answers will help you make business decisions.
  • Your role as a startup founder (like the CEO of your business) is to develop your team and delegate responsibilities. Once you give someone a responsibility, it’s a huge marker of disrespect to still be telling them how to manage their portfolio.

 

You don’t enjoy it when someone does that to you so if you can curb that behaviour within yourself, you’ll experience longer lasting and more fruitful, successful working relationships with both agencies and in-house marketers.

To make the most of your existing agency relationships, you can request a marketing audit from our team to help guide you further. 

You can also appoint a Fractional CMO to strengthen your company’s leadership team and relieve you of the daunting responsibility of leading a marketing operation.

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]]> Could a trip to the day spa be good for your business? https://www.peranaviosa.co.za/could-a-trip-to-the-day-spa-be-good-for-your-business/ Fri, 09 Sep 2022 09:16:00 +0000 https://www.peranaviosa.co.za/?p=844 Could a trip to the day spa be good for your business? Given the recent awakening related to mental health, this is one topic Perana Viosa explores in detail.

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Could a trip to the day spa be good for your business?

Mental health isn’t just a buzzword. It’s a legitimate business variable. Whether you’re flying solo, and it’s your own mental state, or you are far enough along in your business journey to employ staff, you need to take employee wellness seriously.

As an expert consulting brand in SMME marketing, communication and business management, we’ve been around long enough to know that most founders make the grave mistake of ignoring or overlooking HR. It’s a shame, especially with most founders being product experts and not always having the experience and skills to run entire businesses or manage high-calibre staff.

Work stress hasn’t gone away. It’s worse.

Working remotely doesn’t actually reduce stress. It just changes the kinds of stress and the timeline patterns for the ups and downs:

  • Instead of commuting in the morning, people are immediately expected to sign on and start functioning at peak performance.
  • Without the commute in place, it’s often taken for granted that the would-be commute time belongs to work and people should be online for sometimes an additional 2-3 hours compared with in-office uptime.
  • It’s rare that members of the same household share sufficient alignment in terms of work-related matters so there’s unlikely to be any mental respite over water cooler conversations, lunch breaks or during conversations that used to be had in hallways and while waiting for boardroom meetings to begin.
  • Picking up the kids from school doesn’t count as adult social time, which we really need and depend on as humans. Also: not everyone has kids.
  • Have you seen the size of some apartments today? It’s like living in a solitary confinement space at one of the world’s toughest prisons. No wonder people are behaving as if they’re boxed in: they legitimately are.

Living in denial really doesn’t help you or your business

We can’t keep pretending that people are machines and that we can run them until a replaceable part breaks. Working people are stressed and it’s going to create problems for you if it hasn’t already done so:

  • Increased sick leave due to physiological effects of long term chemical and mental stress
  • Reduced production time due to increased sick leave requirements
  • Late delivery dates and increased hiring and operational costs due to reduced production time
  • Less profit due to higher operating costs

You can’t honestly be reading this and still try to justify that stress is for people to sort out by themselves. It’s good business sense to invest in the right solutions instead. One of those solutions might literally be a trip to a day spa.

What can a day spa offer a business like yours?

Day spas have a mixed reputation in different parts of the world. In some areas, visiting one is still considered to be an ultra-luxurious experience. In other places, it’s a way of life; it’s a natural choice for managing stress levels.

Different types of day spas

To see the right business benefits, your staff need access to the right kind of treatments and wellness experiences for their respective mental states. 

There are therapeutic spas which recognise and develop treatments around healing particular conditions, such as burnout or clinical depression. These conditions are on the rise among working professionals, particularly remote workers (so you may want to find treatment centres nearby your remote workers).

Ayurvedic, homoeopathic and pure oriental spas use only organic treatment products, most of which are naturally harvested from healthy and well-sustained ecosystems.

Aesthetic clinics focus on an appearance-first approach and often use the latest most innovative (sometimes questionable) treatment methodologies.

Full on retreats offer an immersive experience and extreme escapism: the kind that makes you believe in fairytales and fully let down your guard.

How do SMMEs tap into employee wellness with day spas?

The short answer: you bake day spas and wellness centre experiences into your employee wellness programme.

Yes. You should have an employee wellness programme. It doesn’t mean you need to blow any chance of being profitable to sustain one. It means that you need to create an employee experience that nurtures and inspires the people working for you.

  • Start by gathering the physical addresses of all the people on your staff roster and looking for day spas nearby each of them.
  • For your first foray into this kind of employee wellness, you may want to start with a simple treatment like a head, neck and shoulder massage.
  • It’s easy to get a price range for this kind of treatment and use that to plan your budget.
  • You can either stagger the treatments so that each month or quarter a different group of staff get a half day to attend their treatment and a counselling session with a mental health professional or you can choose to make it a company-wide day to indulge, like a year-end event.

Leverage your HR department to build upon this foundation

We can’t keep pretending that people are machines and that we can run them until a replaceable part breaks. Working people are stressed and it’s going to create problems for you if it hasn’t already done so:

  • Increased sick leave due to physiological effects of long term chemical and mental stress
  • Reduced production time due to increased sick leave requirements
  • Late delivery dates and increased hiring and operational costs due to reduced production time
  • Less profit due to higher operating costs

 

You can’t honestly be reading this and still try to justify that stress is for people to sort out by themselves. It’s good business sense to invest in the right solutions instead. One of those solutions might literally be a trip to a day spa.

If you don’t know what to keep or cull, how must your staff know?

Worried that you don’t have an HR department, or an employee wellness programme? We can help with that. Get in touch with us and share your deepest questions about building a happy high-performing team. One of our fractional experts will reach out to assist you, if necessary.

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]]> How to reach the right target customers https://www.peranaviosa.co.za/how-to-reach-the-right-target-customers/ Tue, 16 Aug 2022 09:11:00 +0000 https://www.peranaviosa.co.za/?p=837 A lot goes into reaching and truly connecting with the right target customers for your business. Learn more from Perana Viosa.

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How to reach the right target customers

Mental health isn’t just a buzzword. It’s a legitimate business variable. Whether you’re flying solo, and it’s your own mental state, or you are far enough along in your business journey to employ staff, you need to take employee wellness seriously.

As an expert consulting brand in SMME marketing, communication and business management, we’ve been around long enough to know that most founders make the grave mistake of ignoring or overlooking HR. It’s a shame, especially with most founders being product experts and not always having the experience and skills to run entire businesses or manage high-calibre staff.

Know Your Customer

The KYC initiative is a common tool for establishing and implementing a process that gathers details about leads and customers. It’s another framework that often appeals to small business leaders and it becomes a fad, to use for a while but it fades away into the background again at some point. We know: we see it happening before we help turn things around.

What you really need to do is be your own customer for as long as it takes to understand how they actually buy what it is you’re selling. People will default to demographics, which are useful, and some people are slowly catching on to psychographic targeting which we’ve been educating small businesses about since 2019, through our CAFB fashion business programme. You’ll never truly get your full ROI on your marketing budget without establishing the right customer connections.

Define your Ideal Customer Profile (ICP)

You should know who your product is for from the moment you first dream it up, at least at a high level. Think about the nature of your offering and which industry it belongs to; do your research to see who else offers something similar and think about why people would specifically choose you over any other available options. When you’re defining your customer, you need to focus on how their actions lead to the value exchange between them and your company:

  • Demographics form only one part of this – age, location, interests, political viewpoints etc. but there’s a lot more to a person than demographics.
  • Psychographic targeting is also just another layer – how do people think or feel when they buy your product?
  • How the two values dynamically evolve is what you really need to concentrate on. Understand the end-to-end spectrum of how somebody moves back and forth between the first time they see something about your brand, down to the decision to stay loyal to you.


Buyer behaviour is no longer defined by a straight line. It gets messy sometimes, folks, and the degree of mess will depend on what they’re buying. For someone buying a spa voucher, the location of the person redeeming the voucher, at a specific time, will drive that purchase. For a parent buying their young adult child a first car, safety features and after-sales service might be more important than finding the cheapest option available.

One of the easiest ways to get inside the mind of the customer at each and every step of the buying cycle is to get closer to your sales team. Marketing and sales must work together and enable each other. Your customer profile isn’t just a list of characteristics and emotional states: it’s a dynamic blend of how people constantly evolve their decision-making frameworks.

Spend quality time with your target audience

Between 2000-2010 many media brands emphasised what ‘a day in the life’ of celebrities and prominent business people was like. When social media exploded across the modern communication landscape, suddenly consumers no longer needed the media as intermediaries in their effort to explore the day-to-day existence of their favourite public figures. Today, even politicians are openly engaging with their stakeholders through digital channels and trying to connect with their supporters in new ways.

Once you establish your idea of your ideal customer profile, you need to verify if you really do understand them. Direct engagement and observation are the most accurate methods we have used, in obtaining data about ICPs for our clients: surveys and studies. You have to understand which brands, products and services your ideal customer interacts with, ignores, adores and talks about: daily, weekly, monthly and annually.

More importantly you have to understand the way your customers substitute their choices and how they make decisions about that. When something goes wrong in their lives, where do they turn? Small business owners often ignore the value of psychology in marketing and sales so don’t make that mistake. Be the business that ‘gets it’ as far as your customers are concerned. Make the effort.

Listen to the people

Ignoring customer feedback is stupid. It’s business suicide. People are literally giving you the information that will help you generate more revenue and you’re a fool if you don’t take that on board at least to some extent.

If you decidedly reject a customer suggestion, you’re making an active decision (which is different from ignoring a suggestion entirely). The uncomfortable truth is that the customer is not always right and they don’t always have the answers, but that’s why you should have a corporate communication plan in place, to deal with situations that arise through your relationship with less-than-ideal customers. There’s an appropriate way to handle inappropriate customers and ignore therapy is not the solution.

Don’t yet have a structure in place for collecting, storing and processing your customer feedback? We can help with that. Use our contact form to get in touch.

It never ends

It really shouldn’t. Your customers, today, are not the same people they were five years ago. Maybe your product or service is something they eventually outgrow (think of a private school or college where the programmes come to an end).

You need to constantly evolve your understanding of your customers so that they can evolve their understanding of you. As your customers grow, so should you and your offering. Even if you’re focused on helping people through a very specific obstacle, like driving lessons, learning methods will inevitably evolve over time.

Discipline yourself, stay hungry for knowledge about how you can better serve society and take action to apply that knowledge. This is really what it takes to reach and connect with your ideal target customers.

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]]> Read this before you start account-based marketing https://www.peranaviosa.co.za/read-this-before-you-start-account-based-marketing/ Tue, 16 Aug 2022 09:06:00 +0000 https://www.peranaviosa.co.za/?p=831 Account-based marketing depends on communication and relationship management skills. Read this article before you get started.

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Read this before you start account-based marketing

Marketing is one arena of the business world in which many people like to throw around fancy terms, like account-based marketing. It seems easy enough to understand: a marketing strategy developed around a specific set of target accounts. The bullseye is smaller than when trying to target a niche or defined target audience.

Instead of one audience with hundreds or thousands of possible members, there are several audiences of ‘one’ so-to-speak. Considering this, most people launch their account-based marketing campaigns without ever really learning about what it takes to generate the desired results. It’s about communication and relationships, folks.

Your expensive gifts mean less to your target accounts than your expression of your genuine care and support for their success. If you can’t express yourself appropriately, don’t bother using this strategy. If, however, you’re very much like us and you are fascinated by the human psyche and how to tap into it for your business’ success, you’re in the right place.

Let’s look at account-based marketing from a different angle to most agencies out there, shall we? (Sidebar: don’t expect your average agency owner to level with everything in this post. It’s going to challenge their ability to overcharge you for account-based marketing services, so anticipate their resistance.)

Understanding account-based marketing

Account-based marketing is a lot like dating:

  1. You find yourself attracted to someone as you discover that they meet more and more of your criteria for an ideal partner.
  2. You plot your strategy for elevating your relationship with that person by finding out what they appreciate and aspire toward, and incorporating that into your controlled interactions.
  3. Maybe you’re a bit nervous on your first date. You overthink and you forget to have fun and be yourself. Your best friend coaches you after the first date debrief and you realise that the next time you want to do at least one thing differently to make it more comfortable for the other person.
  4. You go into the next date more prepared, and the other person starts to let their guard down and possibly shares some of their own anxieties. You relax a little because you’re more aware of the two-way responsibility to build upon the chemistry between you both.
  5. As time passes, you both share and identify opportunities to help and support one another.

 

Of course, this isn’t a fairytale world and some dates will turn out to be a disaster, but that’s what makes account-based marketing so interesting. It’s a process of deciding who is worth all that relationship-building effort.

Key ingredients for successful account-based marketing

Coordinating the dating process between two people is challenging enough so you can understand our emphasis on the following skills. Your team should be competent in these things if you want to succeed and enjoy your account-based marketing journey:

  • Interpersonal communication
    Knowing how to express yourself at an individual level, human-to-human as we say, is integral to winning target accounts. Not only saying the right words, but listening and processing information and feedback from the other person, being respectful and really seeking to understand what they’re saying — it’s all part of the deal.
  • Intercultural communication
    Just because globalisation continues at a rapid pace, you shouldn’t assume that the people you speak to at your target accounts are exactly the same as you, or that they hold the same frame of reference. It is possible that what offends you culturally may be presented to you unintentionally and unknowingly in an interaction with your target account. Learn about other cultures: religious, regional, denominational, generational, political, lifestyle etc.
  • Negotiation and persuasion
    It’s equally important to know when to push back, resist or redirect attention, as it is to know when to press pause or halt altogether. Practice negotiation and persuasion with your colleagues and allow them to practice on you. Go into conversations with your boundaries clearly defined for yourself and your team, and request time to process anything that’s proposed to you which might deviate from that for which you were all prepared.
  • Conflict resolution
    Above all else, the ability to resolve conflicts and disagreements will help you in account-based marketing. Prepare ahead of time for where conflicts of interest and opinion may emerge. As Jay Shetty talks about in one of his podcast episodes, there is such a thing as a ‘fight language’ and you need to know what your target account uses as a fight language so you can adjust course during the development of your relationship.

The account-based marketing A-team

There is no escaping the need for marketing and sales teams to work together on this. Your star players who form your A-team must each have at least one of the above-mentioned skills. You must draw from both departments if you want to really win hearts, minds and budgets on an ongoing basis.

The mistake most managers make? They overload the people working on account-based marketing operations with other run-of-the-mill work. The famous 80/20 rule applies and, sure, cross-functional training and being able to switch gears — all useful things. There just needs to be an understanding that if a client recognises a stressed, energy-depleted representative of your company engaging with them, they’ll already know they don’t have the best of you.

Stop overworking people. Better yet: don’t start.

Make sure everyone understands who the leader of the pack is, per account, and that tasks are effectively assigned without unnecessary overlap. You could learn a lot from sports coaches for this.

We speak about business continuity a lot with our clients. Our mission is to be prepared and have plans and processes in place for the worst case scenario, with the faith that we won’t need to depend on them to survive. Rather have something and not need it than need it and not have it.

How far are you willing to go for your target accounts?

So, you have your skilled team members in place. What next?

Boundaries, friends. You must define these with the clarity of an enlightened monk. You have to know and understand and work within the parameters of every single person on both your team and your customer’s team.

Do NOT, under any circumstances:

  1. Force, threaten or coerce anyone into doing something by which they are clearly triggered. You don’t know what people have gone through in life. What seems simple or silly to you might legitimately threaten someone’s health and/or mental health. Don’t be an ass.

  2. Outlay funds without approval. In some situations, it can seem harmless to just spend a few extra dollars if it means you’ll win the account. Be mindful, though, that it sends messages of insubordination, disrespect for the team and even weakness to the target account who might walk away with the belief that you’re a pushover. Always take it back to the team and show that you’re processing the information before you make a decision.

  3. Manipulate people into making the decision you want them to make. This takes courage and integrity and in some ways it seems counterintuitive to our jobs as marketers. It is, however, a mark against your integrity when issues arise down the line. You don’t want someone having a lightbulb moment about the time you did or said something which specifically convinced them to go against a core value or overstep one of their own boundaries.

You may proceed

Now that you know about the skills, people and boundaries you should have in place, you’re in a better position to embark on your account-based marketing journey. Account-based marketing services can be expensive so make sure you have the budget in both time and money to go after your dream clients, and good luck!

If you need help with your account-based marketing initiatives, you can contact us when you’re ready to have that discussion.

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]]> Building a pandemic-proof business through smart marketing https://www.peranaviosa.co.za/building-a-pandemic-proof-business-through-smart-marketing/ Wed, 03 Aug 2022 08:58:00 +0000 https://www.peranaviosa.co.za/?p=825 Hospitality businesses like hotels and day spas suffered among the most during the COVID-19 pandemic. Could smarter marketing have helped soften the blow?

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Building a pandemic-proof business through smart marketing

There’s no surefire way to predict what tomorrow holds. For all the predictive models there are, there are also no guarantees. If we could tell the future, we’d likely not have as many setbacks in our present.

When the COVID-19 pandemic swept across the world, hospitality and event businesses probably suffered the most. People weren’t travelling, out of fear or government regulations, and services perceived to be luxuries just weren’t in as high demand. It affected the likes of day spas and wellness centres and therefore mental and emotional health of society at large.

What’s the real business threat?

There are perceived threats and then there are legitimate threats. Perceived threats are specific to you, your perception of what’s dangerous and how best to stay alive through it. Legitimate threats actually do jeopardise your company’s longevity or the safety of your team.

A pandemic is a legitimate threat for many reasons but as it is said: it is not the strongest who survive, but those most adaptable to change. The more prepared you are to adapt for change, the less severe the threat of a pandemic will be.

How did some establishments innovate during COVID-19?

Some options seem obvious or uninspired but it must be noted that the operating costs of businesses, especially those that require trade and health and safety licences and certifications, are extremely high in some nations. Those who don’t prepare to innovate in time don’t make it through the storm. Here are the most common ways that hospitality companies navigated the unprecedented economic pause:

  • Restaurants sold meals for delivery and as heat-and-eat options.
  • Many restaurants also created their own products like sauces, spreads and condiments for sale online.
  • Hotels, day spas and travel agencies sold a selection of vouchers and cut their operational costs drastically (not always in the most appropriate way).

While it kept some businesses afloat, was it really the best way to go about it?

Not every business survived, even trying to apply these things. Why was that? What went wrong? How do you protect your hospitality business from the next potential pandemic?

Prevention is best because sometimes there is just no cure

Even better than the ability to adapt to change is the ability to embrace it from a distance. When you not only know that change is coming, but are at peace with that fact, it helps you empower your staff, optimise and train for your processes in context and then gear up or down on your operating costs, as you need to.

We speak about business continuity a lot with our clients. Our mission is to be prepared and have plans and processes in place for the worst case scenario, with the faith that we won’t need to depend on them to survive. Rather have something and not need it than need it and not have it.

People

Empower your people. In the hospitality industry, traditional hierarchy still means everything. Being a food and beverage manager signals your decision-making power, your status, your elevated rank. Sadly, if only the food and beverage manager can make certain decisions, it’s too easy to collapse the entire food and beverage operation by not training anyone else. 

Train your people on how to make decisions and run the business, like links in a chain:

  • Your spa treatment therapists should know how to take payments and make bookings.
  • Your receptionist should know what inventory you keep and understand your supply chain, internal chain of command and how to communicate with all stakeholders.
  • Your cleaning staff should be trained in hospitality and customer experience.
  • Train people on how to identify issues, like low inventory, faulty equipment and revenue loss.
  • Give people the resources they need to fix the issues they identify: contact details; information access; floor plans of your wellness centre; outsourced communication training.

 

Most importantly, let go and let people do their jobs. Allow people to show you whether the reason you hired them is justified. Hospitality businesses are people-first businesses and too many of them are not structured or managed appropriately, which is a key reason the organisations fail at navigating tough times.

Hire and develop skills within the right people and they will reward the business and each other with outstanding performance quality.

Processes

Once the right people are in place, it’s critical to review your business processes. Unfortunately so many businesses hire interns and expect them to take responsibility for things or, in a rush to deliver on client expectations, forget to process information rationally and methodically.

When you trust your processes and know them well enough (by practising them regularly), you can make decisions from a place of strategy, without that infamous level of pressure and stress as a hospitality business owner or manager. Your marketing processes are especially important and you should always be clear about what falls under ‘business as usual’, aggressive revenue generation efforts or survival mode.

Give people the power to recognise which process must be relied upon under which context. It’s the contextual knowledge and awareness that you really want and need for your business to endure through unforeseen circumstances.

Technology

Triangulation provides extra strength in physical structures, and the same goes for your marketing and business management principles. Technology would be the third piece around which to make key decisions and set contextual rules. You need to know which subscriptions and tools are nice to have and which ones will help you keep the lights on.

If you don’t know what to keep or cull, how must your staff know?

What does smart marketing look like?

For hospitality businesses like hotels, day spas and restaurants, smart marketing involves thinking ahead, expecting the worst and planning for it while working toward the targets and goals you set and share with the other people in your business. Pandemic-proof marketing must involve:

  • Audit your business from a holistic perspective. Get specialists in to help you see where your most wide-open opportunities are, for empowering your people, developing and refining your processes and stabilising your technology and equipment dependency and flow.
  • Use the outcomes of your business-wide audit to hone in on your marketing and communication team, processes and tools. Before you seek out quotes from providers, question your understanding of what’s actually required.
  • Most small hospitality businesses have limited access to quality marketing talent because of their budgets. Jump online and connect with foremost marketing professionals like our Founder, Prenessa Nalliah, who are willing to answer your questions, no matter how silly you might think they are (seriously, try us — we live to help people like you every day).
    • Make sure you reach a point of appropriate understanding before requesting quotes! This way you’ll know what to ask for and you can even get our help comparing your quotes and choosing the right provider. It’s your small hospitality business that matters most, here.
  • Know your numbers. We say this a lot because of how important it is. Finance and marketing departments must work together if the business is to survive tough times.
  • Be clear about your goals and timelines. Don’t move the goalposts every week. Leave time for campaigns to be developed, deployed and for the results to be analysed so that you can make the next decision, based on your contextual rules and the performance data.

Smart marketing prevents terrible events in the marketplace and society at large from destroying your hospitality business. As a brand that has walked countless small businesses through this process since 2013, we’re ready to help you pandemic-proof your company’s marketing and operation. Ask us anything about marketing by using our contact form.

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]]> Day spa marketing done right https://www.peranaviosa.co.za/day-spa-marketing-done-right/ Wed, 20 Jul 2022 08:41:00 +0000 https://www.peranaviosa.co.za/?p=818 Day spa marketing done right: increase bookings and revenue without sky high costs. Learn more from Perana Viosa, a Fractional CMO Service Provider.

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Day spa marketing done right

Marketing your day spa can be overwhelming. If you’re winging it, you’re probably wasting more budget than you’re generating returns with. If you’re flying solo, you most likely aren’t dedicating enough time to your spa’s marketing efforts.

Above all else, agencies and truly qualified in-house marketing talent are expensive options — not a wise idea for an independent brand that’s just starting up and looking to reach breakeven or profit ASAP.

So what do you do?

While there’s no one-size-fits-all solution to marketing, you do have options. It all depends on your marketing stance: are you measured, manic or somewhere inbetween?

What’s your marketing stance?

We know: this isn’t something the average day spa owner or manager thinks about. That’s exactly why we’re talking about it. It matters.

A measured marketing stance presents itself when you think and act strategically about your marketing budget. If you have funding, there’ll be a portion permitted for allocation toward marketing costs. If you’re self-funded, you’ll probably base your marketing budgets and other decisions on your revenue or turnover.

A manic stance, sadly the one we see most often, is to thumb-suck and work on assumptions. We hope this isn’t the one that seems familiar to you: the boss sets a budget, chooses the channels or marketing platforms, dishes out a revenue or a booking target and then tells everyone to go make it happen. The on-site manager is so caught up with staff rosters, leave schedules, product inventory, cleaning material orders and handling escalated customer queries on a daily basis that they’re left with little to no time left for the fun stuff: selling the story that’ll have people lining up for treatments, WITHOUT slashing prices.

Some spas are run with a mix of the two marketing stances. There’s an effort to plan things but it doesn’t really always go to plan. There’s nothing wrong with this but there’s probably no structured analytics step to help with making the next set of decisions.

We can help with that:

Sort out your spa’s website

It’s not negotiable. Your website is your digital foundation as a day spa, and the centrepoint of your online marketing effort. A good day spa website should be able to do the following things:

  • Show up in search engine results pages at the right time and for the right keywords
  • Attract clicks once people see the search result options
  • Provide easy-to-use navigation
  • Offer just enough information to be useful for customers and at the same time not overwhelm them
  • Make it easy to book AND pay!

 

Achieving these things is possible when you choose the right website developer. You should budget roughly R10 000 – R20 000 for a good website. There will be cheaper options but we’re willing to bet that those providers don’t have enough of the skills you really need and you don’t have enough expertise to tell the difference.

Need pointers? Contact us for a better website. We’ll even help you review the quotes you’re getting from other providers to make sure you get a return on your investment.

A website should make your business money, not drain the life from it by frustrating your customers and offering them zero convenience.

Social media matters

There are some common mistakes we see day spas and wellness centres making with social media almost every month:

Missing the key step of setting quality standards for social media marketing providers.
Focusing on likes and following instead of leads, bookings and revenue.
Miscalculating budgets and exposing the business to too much risk or not providing enough budget to really deliver on targets.
One of the first steps to overcoming these kinds of hurdles is to understand the two types of social media marketing for your day spa: organic vs paid social.

Organic social

Organic social is a ZERO BUDGET initiative. Done right, your no-cost posts should:

  • Be batch-created to save time on copywriting, design, review and publication.
  • Always cite original content sources if you’re using anyone else’s images, links or written excerpts: NEVER PLAGIARISE!!!
  • Allow for rhythmic repetition: organic social posts are not all seen by all of your potential and actual customers at the time they’re published.

 

Corporate communication specialists think about conflict before it even appears. They think about media law, compliance issues, brand positioning, sensitivity to culture and psychographic profiles. It’s not just about getting an ad live, it’s about starting, continuing and concluding communication episodes appropriately, with purpose and being able to reflect on the progress and outcomes of each campaign.

Paid social

Paid social media campaigns are not that simple if you want to make the most of a small budget. You need to constantly be testing different elements for better performance and you need to understand the ever-changing user interfaces to really know how your social media campaigns are driving your bookings:

  • Are people calling in?
  • Are customers using social media messaging to check availability?
  • Are people going from your social media pages to your website and completing bookings there?

 

If you’re in the dark about how people actually find you and book with you, ask us anything and we’ll help you figure it out.

Special offers and deals should be special

Newsflash: customers actually HATE it when your specials page features hundreds of options and they get stuck in infinite scrolling mode.

You paralyse your customers and actually prevent them from making a buying decision!

When you set your specials for each month or quarter, limit them to a handful of options that are different enough from one another so that people can actually choose the one that’s right for their particular need. Here are some ideas to get you started:

  • Stress relief
  • Physical therapy
  • Luxury experience
  • Romantic option
  • Signature saver deal

 

Keep your rules simple for your packages and voucher redemptions otherwise you’ll be stuck trying to figure out which dates and times are valid for which packages: it reduces the quality of your establishment’s customer service. This means it drives people away over time instead of attracting them back for another treatment.

Need to freshen up your packages? We know how. Get in touch with us to recentre your treatment centre

For a chance to get complimentary guidance on how to drive more bookings at your treatment centre, complete this 3-minute survey: https://9r5zmi5dj0k.typeform.com/to/TOOX6PcX.

It needs time, careful planning and strategic thinking to really win at modern day marketing. If you’re an independent establishment it’s hard to compete with the budgets of bigger franchise brands, more so if you’re not located within a hotel or wellness centre.

If there’s one thing we hope you learned today, it’s that your day spa’s marketing efforts deserve more love and devotion. If you’re ready to invest in stress relief for your spa staff and take marketing to new heights for your treatment centre, it’s time to reach out to one of our Fractional CMOs and bring in leadership you can count on, from as little as R3000/$200  monthly.

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