SA MOST CREATIVE PEOPLE businesses with developing their brand or expanding their markets, you’ll find him working on new avenues and disruptive platforms in monopolised industries. Fast Company: What is your ‘Did You Know’ for the marketing industry?
FOR FRUITFUL SOLUTIONS IN TOURISM AND ONLINE MARKETING Jonathan David Pepler
CEO, Granadilla Digital Media
Jonathan Pepler is building a digital and mobile-media legacy. His agency, Granadilla Digital Media, specialises in the hospitality and tourism industry, as well as business-to-business marketing. Platforms include Discount Traveler South Africa, Bookings Unlimited, The Traveler Mag South Africa, South African Supplier & Business Directory, and The Networker digital magazine. A graduate of the Cape Peninsula University of Technology and the AAA School of Advertising, Pepler’s work has already garnered a Silver Loerie Award and a finalist position in the New York Festivals’ World’s Best Advertising Awards. He was also named the 2013 Emerging Entrepreneur of the Year. When Pepler isn’t assisting
60 FASTCOMPANY.CO.Z A JUNE 2017
Jonathan David Pepler: Did you know that not everything that can be done, has been done? Don’t let anyone ever tell you that the market you’re playing in is too big, inaccessible or too saturated. If you can gain entry into a market with whatever you do and differentiate yourself from the competition, and have a good business plan—you can do it. It’s never the size of the slice but the size of the pie that counts. What role does creativity play in business today? Creativity is the heartbeat of any business. You have to be creative to solve problems, sell, and keep a good relationship with your clients. Humdrum acquisition of business, production of products or services, and follow-ups with your clients will put you on equal footing with everyone else. Be different, be creative, be the best you can be at what you do. How do you approach marketing and advertising? The best way to approach marketing is to empathise. If you understand your product or service and the mindset or frame of reference of your consumer, you’re halfway there. The key is to convert the features of your product or service creatively into a persistent benefit and then effectively communicate this to your consumers on platforms they understand—or more importantly, on which they feel engaged. What has been the biggest challenge of your career? Starting a business from scratch. It’s daunting, to say the least, even
if you have a solid plan. Unexpected events or rapid change in the market can throw you off, not to mention you’re taking all the risk. It’s important to keep a level head throughout the implementation of your plan, and to be malleable when you need to adapt and keep the momentum going. You are the founder of the Sanlam Top Destination Awards. Tell us about your thought process behind the idea. We are in our third year of hosting the Sanlam Top Destination Awards and it has been very well received by the hospitality industry. It’s important to recognise the people behind the scenes of everything from bed & breakfasts to 5-star hotels. They are the driving force behind one of South Africa’s biggest industries, and should be awarded for their efforts. Being the last to bed and the first to wake up 365 days of the year can be arduous. When we realise that we all take turns to serve each other—no matter what your place is in the hierarchy of business—you can start building lasting relationships with your staff, clients and the market. How did you find the intersection between tourism and marketing? Very few businesses in the tourism industry operate at full capacity 100% of the time. This gives them great leeway in offering their products or services. An example would be an empty bed at a game lodge: If no one is sleeping in that bed tonight, you can count that room-night as a loss. So it’s better for them to offer that bed at 70% of its value than gain nothing. With that in mind, we developed Discount Traveler South Africa, which allows establishments to offer discounts, promotions and packaged deals to the public— and in effect enable South Africans themselves to become tourists in their own country.
Any future plans for Granadilla? We have recently been earmarked by IMS Africa [Internet Marketing Solutions], a global business partner for Sabre Hospitality Solutions in South Africa, as an exclusive provider of its distribution and centralised systems to the accommodation establishments of Africa. This is a big step for us, as we’ll enable these businesses to provide an unrivalled travel experience and give them access to the technology that, until now, has been available only to the large hotel chains of America, Europe and Asia. We can effectively distribute any available room-nights in Africa across 300 airlines, 400 000 travel agents and more than 200 online booking platforms. What’s your favourite destination in the world? It has to be South Africa! Nothing beats the local vibe, people, nature, weather and variety of places to visit and see. Our country is so diverse that no matter where you go, you’re sure to be surprised at the little nuances it has in store. We’re lucky to inhabit a very unique piece of the globe where creativity, aspiration and growth can become a purpose to exist. Africa as a whole is a developing continent—and that makes it all the more exciting. Is there a hidden gem in South Africa that not many people know about? Prince Albert, for sure. It’s the town that time forgot, and that possibly holds the most beauty per square metre I’ve ever encountered. The rustic, calm feel of Prince Albert really lets you take it all in at a pace that makes you feel rested. With entry to the Meiringspoort Pass at the end of town, you’ll be astonished at the surrounding mountains, rock formations, fauna and flora, occasional waterfall and crystalclear, slow-flowing river along the route. Definitely worth a weekend visit!