Breaking: Marketing Research shows it’s not enough to copy your competitors. How to double your ROI in 5 easy steps. 

In the time it takes you to read this sentence, 20 million emails have been sent. Your business needs to stand out—and marketing research proves it's more crucial than ever. I met up with three of Johannesburg's top marketing minds to get their insider secrets on doubling ROI. Here's what they shared.

Meet the experts: Veejay Archary, MD of Black Africa Brand Strategy Design (whose client list includes the South African government), Jandre De Beer, MD of V8 Media (who grew an audience from 0 to 300,000 in under 2 years), and Alexander Knieps, Founder and CEO of Printulu (Forbes 30 under 30 recipient who built a 10,000+ client base in just 3 years).

These aren't theoretical tips. They're battle-tested strategies from people who've turned ideas into <a href="/blog/topics/eco-printing" class="internal-link text-[#007756] hover:text-[#005d42] underline font-medium">sustainable</a>, lucrative businesses.

Man working on laptop, smiling

Step 1. Get creative with your brand#

Your USP isn't just marketing jargon—it's your survival tool. In a world where consumers are bombarded with unlimited information, being unique isn't optional anymore.

"The average consumer is becoming immune to marketing messages," Jandre explains. That's why creativity means being authentic, personal, and emotional about your brand. You need to create your own space rather than fighting for scraps in someone else's.

<AcademyQuote> Your competitor isn't all bad. Knowing what they're doing is useful; copying is not. — Alexander Knieps </AcademyQuote>

Veejay recommends curating a specific brand premise—something that's distinctly yours. Alex's approach? "Find one funnel with a mix of different channels that work for you." For Printulu, that's a balanced combination of IT, Brand, and Team.

The goal isn't to be everything to everyone. It's to be something specific to someone specific.

Step 2. Get Online NOW!#

Bill Gates said it best: "If your business isn't on the internet, then your business will be out of business." This isn't hyperbole—it's reality.

Here's the good news for SMEs and start-ups: you don't need a massive budget to reach a large audience online. The convenience and time-saving aspects of e-commerce naturally draw consumers to your brand. It's one of Printulu's main success factors.

But digital marketing can get expensive fast. Veejay's advice? Get involved at board level and be critical about finances before diving into marketing strategies. Jandre puts it simply: "Be lean with your budget." Always analyse revenue vs resources.

<AcademyProTip> Start with Facebook for affordable audience building. It's one of the most cost-effective tools for small businesses to gain and reach their target market. </AcademyProTip>

Being online also gives you intelligence on your competitors. Use this insight to leverage your brand, but remember Alex's warning: knowing what competitors do is useful, copying isn't.

Step 3. How to make 100 sales from 100 Rand#

In South Africa's tight economy, every rand counts. Your marketing decisions should be measured against affordability and utility—just like your customers measure their purchasing decisions.

Alex suggests starting with offline marketing for start-ups. "Go out and sell in person." He started in an incubator space and Starbucks, armed with <a href="https://www.printulu.co.za/product/flyers?utm_source=blog&utm_medium=content&utm_campaign=internal" class="internal-link text-[#007756] hover:text-[#005d42] underline font-medium">flyers</a> and <a href="https://www.printulu.co.za/product/business-cards?utm_source=blog&utm_medium=content&utm_campaign=internal" class="internal-link text-[#007756] hover:text-[#005d42] underline font-medium">business cards</a>. There's something powerful about face-to-face interaction that digital can't replicate.

When Jandre launched his first business on a shoestring budget, Facebook became his secret weapon. It's still one of the most affordable tools for reaching your audience.

Don't overlook partnerships either. They're not just nice-to-haves—they can be the difference between marketing success and failure. Partnerships multiply your marketing revenue and open doors you couldn't access alone.

know your audience

Step 4. Are you reaching the right people?#

Every successful business has cracked this code: they've identified and honed in on their target audience. But it goes deeper than demographics.

Alex emphasises understanding your dream client. When you sell in person, you get the advantage of observing and understanding your audience directly. You're not dependent on a massive marketing budget to access insights.

Jandre uses a brilliant analogy: "Imagine renting vs buying a house." When you own your platforms—social media pages, newsletters, website—you can access your audience even when budgets are tight. Rented audiences from TV or radio ads disappear the moment you stop paying.

<AcademyQuote> Your audience is split into categories and subcategories. A mom, student, or teacher can all use the same product for different reasons. Your brand should appeal to your split audience. — Veejay Archary </AcademyQuote>

Veejay shows me marketing material for their latest client, explaining how audiences split into categories and subcategories. Take women as an example: there's the mom, the student, the teacher—all potentially using your product for different purposes with different justifications.

Your marketing should cater to these different motivations. Understand your audience's pain points and study them religiously. A mom buying school lunch items at the garage has different needs from clubbers buying cigarettes and energy drinks at the same location.

Step 5. Rome wasn't built in a day#

Here's the counterintuitive final step: slow down. Be patient. Take time to read, think, and recharge.

Alex blocks out meeting-free time in his <a href="https://www.printulu.co.za/product/deskpad-calendars?utm_source=blog&utm_medium=content&utm_campaign=internal" class="internal-link text-[#007756] hover:text-[#005d42] underline font-medium">calendar</a> and meditates regularly. "Busy doesn't equal productivity," he reminds us. It's easy to confuse motion with progress, but real growth requires strategic thinking.

Jandre participates in Marketing Mastermind—a selected group of industry thought leaders who meet regularly to exchange ideas. Veejay has created a relaxed atmosphere at Black Africa Group offices to balance the demanding, fast-paced world of marketing.

<AcademyDadJoke> Why don't printers ever get stressed? Because they always know how to handle the pressure! </AcademyDadJoke>

Man reading a book in the park

These five steps aren't just theory—they're proven strategies from people who've built successful businesses from scratch. Whether you're running a start-up or SME, implementing these approaches will give you a competitive edge.

Remember to define your niche market clearly: what you do and why you do it. Stay ahead of marketing research and industry trends through daily reading, research, and networking. As Alex, Jandre, and Veejay prove, a start-up can become a lucrative, successful business with sustainable growth.

Fun Fact: Marketers who use blogging generate up to 67% more leads, and blog posts cost 62% less per lead than outbound marketing. Keep up with our weekly blogs for more insights from industry thought leaders!