Duo Marketing

How DUO Marketing gives Tech Innovators a voice

DUO Marketing + Communications (DUO) was founded in 2004 by Judith Middleton. As a Director of the Cape IT Initiative (CITI) and one of the founding members that created South Africa’s first IT incubator, Bandwidth Barn, Judith realised the need for strong, affordable marketing and PR solutions for enterprises within the tech industry.

DUO Marketing specialises in servicing technology brands in Africa (South Africa, Nigeria, Zimbabwe, Zambia, Malawi, Ghana and Kenya). Our service offering covers strategy and planning, communications, and traditional and digital marketing.

What makes DUO Marketing unique is our robust team of professionals, all of whom have experience with technology companies, from SMEs built from the ground up by local entrepreneurs to NASDAQ-listed giants.

Vision & Mission

DUO’s vision is to give tech innovators a voice. Our strength lies in our ability to translate technology value into tangible business value and then harvest these outputs in the media and other relevant digital platforms for optimum brand exposure.

Our mission is to be the complete marketing and communications partner, facilitating growth and enabling greatness for tech companies by harvesting business value out of technology. We believe a holistic strategy reaps the best results and return on investment. We can support your business across owned, earned and paid marketing and communications activities.

Approach to Customer Service

We are an owner-managed agency which means we can be agile and flexible. As such, we have dispelled the conventional layered approach within traditional agencies and organised our teams to distribute roles to the people who are best skilled and suited to them rather than those who have capacity.

Our challenge is to drive a strengths-based methodology such that client IP is retained across a range of individuals at DUO Marketing from those writing content, to those pitching to media or securing opportunities for your brand.

The essence of DUO

The very nature of our name – DUO – means we approach every client engagement as a partnership. We don’t work in isolation – our clients play a constant and pivotal role in building their brands, just as we do.

We are exceptional at finding and translating the human elements to our clients’ technology solutions. We take hard tech and tell stories about the tech to make it more human. This approach, combined with our relentless focus on meaningful outcomes and our professional approach, has given us a seat at all our client’s boardroom tables as strategic advisors.

We strive to provide value to our clients and do not swap time for money. We understand the commercial role of communications within our clients’ businesses and develop strategies that deliver a return on investment (ROI) based on their business needs.

We sell expertise to clients. Every product or service we offer is created and implemented by an experienced, skilled and professional expert. We are not afraid to say no to work where we are not confident that we can deliver to our own high standards.

Every one of DUO’s clients enjoy the personal care and attention of a professional team that is passionate about growing their business through PR, digital marketing, social media and integrated communications.

Each DUO staff member is committed to delivering value. We maintain integrity in all our dealings with colleagues, clients, the media and suppliers. We act professionally at all times and aspire to foster a culture within the organisation that is driven by achieving meaningful results.

While we work hard, we also value the importance of a balanced lifestyle that allows for more than just work. We put in our best effort during office hours and then spend the time to build and maintain fulfilling personal lives. We don’t work around the clock. We are dedicated to delivering an exceptional customer experience and passion, integrity and a willingness to work hard are must-have qualities for anyone wanting to join our high-performance team.

Are you smart, results-oriented and passionate about tech? Do you enjoy exploring new opportunities and challenging yourself to be innovative and output-focused for your clients? Apply for any careers at DUO

How do I select an agency?

Selecting the right public relations (PR) agency can be a crucial decision for a business. Here are some steps that a business can take to ensure they select the right agency:

Define your goals and objectives: Clearly define what you want to achieve with PR and what specific results you expect to see. This will help you to find an agency that has expertise in your specific area of interest.
Research agencies: Look for agencies that have experience in your industry and have a track record of delivering results. Look for case studies and testimonials from previous clients.
Check for industry awards and recognition: Agencies that have won awards or have been recognized by industry organisations are often considered to be among the best in the field.
Schedule initial meetings: Schedule initial meetings with the agencies that you are interested in working with. This will give you a chance to learn more about the agency’s approach, their team and to discuss your goals and objectives.
Evaluate their proposal and proposed team: After the initial meetings, the agencies should provide you with a proposal and a proposed team. Evaluate their proposal and proposed team, and ensure that they have the right skills and experience to deliver the results you are looking for.
Check references: Contact their previous clients and ask about their experience working with the agency.
Make your decision: After evaluating all the information, make a decision on which agency to work with.
Continual evaluation: Continually evaluate the performance of the agency, and make sure they are meeting your goals and expectations.

By following these steps, a business can select an agency that has the expertise and experience to deliver the results they are looking for, and that will be able to help them to achieve their specific PR goals and objectives.

Why do I need a specialist Tech agency?

Technology companies should choose a specialist Technology PR agency because they have the specific knowledge, experience, and expertise to effectively promote the company and its products or services to other businesses. Here are some reasons why:

Industry Knowledge: Specialist B2B technology PR agencies have in-depth knowledge of the technology industry, including the latest trends, products, and services. This allows them to create effective PR campaigns that are tailored to the specific needs of B2B technology companies.
Media Relations: Specialist B2B technology PR agencies have established relationships with key journalists and media outlets in the technology industry. This can help to increase the visibility of the company and its products or services in the industry.
Market Positioning: Specialist B2B technology PR agencies can help a company to position itself as a leader in the industry, by highlighting its unique features, benefits, and competitive advantages.
Thought leadership: They can help with content creation, thought leadership, and positioning of the company’s executives and employees as experts in their field, which can increase brand awareness and credibility.
Networking: They can connect the company with other industry leaders and influencers, which can help to build relationships, increase visibility, and generate new business opportunities.
Measurement: They can provide measurement and evaluation of PR campaign performance, which can help the company understand the impact of the PR efforts, and make adjustments accordingly.

By working with a specialist B2B technology PR agency, B2B technology companies can effectively communicate their value proposition, increase brand awareness and credibility, and generate new business opportunities, which can ultimately help them to grow their business.

How to choose between a project or a retainer

Whether a company should have a retainer or work on a project basis when working with a PR agency depends on the company’s specific needs and goals.

Retainer-based relationships: A retainer-based relationship is when a company pays a monthly fee to the PR agency for ongoing PR services. This type of arrangement is often used for companies that need regular PR support and want to maintain a consistent level of visibility. Retainer-based relationships are a good fit for companies that want to build and maintain a strong public image, and need ongoing support to achieve this goal.

Project-based relationships: A project-based relationship is when a company hires a PR agency to work on specific projects or campaigns. This type of arrangement is often used for companies that need PR support for a specific event or product launch, or for companies that have a one-time need for PR services. Project-based relationships are a good fit for companies that have a specific PR goal, and need support to achieve that goal.

Both types of relationships have their own benefits and drawbacks. Retainer-based relationships provide a consistent level of PR support and often take priority within agencies. Project-based relationships can be more cost-effective, but may not provide the same level of ongoing support. Ultimately, the choice between a retainer or a project-based relationship will depend on the company’s specific needs and goals.

How important are KPIs and SLAs?

Service level agreements (SLAs) and key performance indicators (KPI’s) are important tools that DUO Marketing + Communications and other PR agencies use to measure and evaluate their performance and effectiveness.

Service level agreements (SLAs) are agreements that outline the specific services that a PR agency will provide to its clients, as well as the level of service they will provide. This includes timelines, deliverables, communication channels and other important aspects of the service. SLA’s help to ensure that both the agency and the client are on the same page regarding expectations, and that the agency is held accountable for meeting those expectations
Key Performance Indicators (KPIs) are metrics that help the agency to measure their performance against the goals and objectives of their clients. These metrics can vary depending on the client’s goals and objectives, but can include things like media impressions, media reach, media value, website traffic, and sales generated as a result of their PR efforts.
DUO Marketing + Communications and other PR agencies use SLAs and KPIs to track the success of their campaigns, and make adjustments as needed to improve results. They also use these metrics to report back to their clients on the progress and effectiveness of their effort.

It’s important to note that SLAs and KPIs are an integral part of DUO Marketing + Communications service, they are used to ensure that the agency is meeting the expectations of their clients and that they are delivering results. They also help the agency to identify areas where they need to improve, and to make adjustments to their approach in order to achieve better results.

We have worked with incredible clients, including:

Having worked with DUO since the inception of redAcademy has been instrumental in the communication and market awareness of pioneering a new way for organisations to obtain ICT talent.Their deep understanding of the technology sector, media relations and professional approach to communications has brought our impact and success stories to the forefront with our target audience, supporting redAcademy in sharing a new way for youth to enter skilled careers in tech.It is wonderful to partner with an organisation that understands our vision and values so deeply, the DUO team are a true pleasure to work with.

Jessica Hawkey

Managing Director

DUO has been the trusted partner to Mukuru for B2B PR support since 2020. In 2023, the partnership with DUO was strengthened and affirmed with a restructure of the DUO team and streamlining of communications. As a result, exceptional results were achieved for our business. DUO surpassed all goals and raised brand awareness and recognition as Mukuru shifted from being remittance-led to a leading next-generation financial services platform. DUO secured a record 221 pieces of coverage over 12 months through high quality thought leadership content. In addition, securing 45 broadcast interviews, media features and speaker slots – and submitting Mukuru for a high-profile award, which we won. All this affirmed Mukuru’s position as a key entity in the fintech industry. In light of this demonstrated success, DUO will continue their efforts on behalf of Mukuru in the wider African market and include B2C content in their offering.

Andy Jury

CEO

DUO Marketing has played an instrumental role in shaping and differentiating our brand voice and narrative in the South African market over the past six months. DUO’s strategy and support enabled us, as a new start-up, to not just disrupt but cut through the clutter of a very competitive category. Led by Judith, her exceptional team consistently went above and beyond to provide opportunities and insight that supported in achieving meaningful and authentic brand awareness and brand equity. Thank you for your dedication, guidance and passion in all that you do. You’ve been invaluable partners to our business.

Lindsay Cowan

CEO and Co-Founder

We’ve worked with DUO for three years now to represent us at the annual Gartner Symposium/ITxpo Africa in Cape Town. Over this time, we’ve come to associate DUO with excellent delivery. They’re always on their game and it’s a pleasure to get things before you’ve even asked for them. The digital services they’re able to offer us over and above traditional media relations also helped us to grow delegate numbers. It’s great to have their support and we’d be happy to recommend them as a partner.

Gartner

Africa

As a global company, we value DUO’s approach of looking for really creative and valuable PR opportunities at a local country level. Our DUO account manager is always in contact with the Veeam South African team, which is extremely important for building up a local pipeline of relevant news, generating new angles and strong coverage results. With DUO’s productive exchange of ideas, strategic input, autonomy, responsiveness and access to the local press, we’re looking forward to our further fruitful collaboration with the agency.

Yulia Poslavskaya

Senior Public and Analyst Relations Manager

We appointed DUO again this year to represent Gartner at the Gartner Symposium/ITxpo Africa 2013 in Cape Town. They delivered more than 100 published media articles, secured 20 journalists to attend, managed analysts and media at the event, secured a media partnership with Daily Maverick and provided us with digital solutions never used before to grow delegate numbers. Their PR knowledge and skills greatly contributed to a successful Gartner Symposium/ITxpo Africa 2013 and we’d be happy to recommend them as a partner.

René Jacobs

MD at Gartner Africa

Vox’s relationship with DUO Marketing extends to almost two decades where they have played a significant role in establishing an excellent relationship between Vox and its key stakeholders whilst successfully growing the company’s public profile.This team of dynamic professionals has a deep understanding of the ICT industry and through their extensive network and professional approach, have outstanding relationships and partnerships with key media, influencers, and industry leaders, which has resulted in increased brand visibility and exceptional media coverage for Vox.They are an extension of the internal Marketing team and as such, play a significant role in ensuring that our messaging, content and campaign efforts are aligned across all relevant platforms.Their commitment to excellence, accountability and responsibility aligns perfectly with the Vox values and it’s the perfect recipe for a mutually successful and respectful relationship.

Diana Prenner

Marketing Manager: PR, Events and Sponsorships at Vox

We’ve seen a direct correlation between PR publicity and an increase in our website traffic from the the exposure that DUO has consistently secured for us in influential media. Their immersion in our business and excellent writing creates a strong but effortless partnership that is getting us results.

Brendon Williamson

GM, Business Development / PayGate South Africa

idu Software has worked with DUO since June 2009. During this time they have gained great insight and understanding into our business and industry. They consistently deliver high quality news articles that are relevant to our business and gain quality media coverage. They are always driving us to deliver new and fresh content, and continuously present new opportunities for us to build brand awareness. One of our key success areas is the regular column we contribute to ASA Magazine, as this publication targets our customer profile directly. Articles in this publication have generated direct leads for our business. Other media coverage that we are particularly proud of include an appearance on Summit TV and articles in other highly regarded publications like the Business Day, and Sunday Times, as well as online channels including the Mail & Guardian Thought Leader Blog.

Kevin Phillips

We have a lot of customers, suppliers and even competitors asking how we get so much media coverage. DUO has ensured that our presence exceeds our size tenfold.

Brian Timperley

MD and Co-Founder

We were seeking a PR partner that takes the time to understand our company, products, services and culture. DUO went the extra mile to ensure they are always informed and aligned to our fast paced IT industry.They offered training upfront which helped us understand PR processes and the media world in general. Their experience, professionalism and connections in the media have given us the additional exposure in a competitive market we were seeking.

Charlene Smith

Sales Director

We have been working with DUO for 6 years now. The team produces a consistent flow of high-quality PR content that brings in a steady stream of leads. They understand what our business goals are and how PR can help us achieve them. This year, the team helped us refine our positioning and messaging so that we are able to talk to our target audience in a fresh and compelling way.DUO is proof of the value of PR to niche technology providers like 1Stream.

Bruce von Maltitz

Director

We couldn’t hope for a better marketing/PR partner and can only imagine scaling our engagement with them in the future.

Jason Ried

Founder and MD

To say that DUO Marketing + Communications works for Vox would be absurd! They are more than partners and service providers – but rather part of the Vox family. They embody the same values as Vox and have a very thorough understanding of our culture and the messaging that we want to get to our market. To know that they are just as passionate about our business as we are, proves that we made the right choice when we teamed up with them. DUO is made up of a bunch of motivated professionals who continuously strive for the best results and I would recommend them to any business wanting to put their PR into “Partnership Relations”.

Dianne Prenner

Marketing manager: PR, events and sponsorships

DUO Marketing is a professional, efficient, and friendly company to do business with. They get the job done brilliantly and are supportive, creative and proactive. I’m glad we have the opportunity to work with them on our PR content and have really enjoyed working with their team. All our PR requirements and projects are covered by a very helpful team and I feel we are well looked after. DUO Marketing secured fantastic radio interviews and coverage for us and their attention to detail ensures everyone involved are well briefed and taken care of throughout the entire process. I am looking forward to working with them on our future PR campaigns

Felix Erken

PRCA: Public Relations and Communications Association

DUO Marketing is a proud member of the Public Relations and Communications Association (PRCA) is the world’s largest professional PR body, which represents more than 35,000 PR professionals in 82 countries worldwide. With offices in London, Hong Kong, Dubai, Singapore, and Buenos Aires, it is a global advocate for excellence in public relations.

We are aligned to the PRCA’s mission to create a more professional, ethical, and prosperous PR industry. It champions – and enforces – professional standards around the world through its Professional Charter and Code of Conduct. The Code compels members to adhere to the highest standards of ethical practice.

DUO Marketing is an exclusive partner for the The Plexus Group, a group of global PR and digital marketing agencies servicing clients in the ICT sector. With a presence in over 45 countries, Plexus enables clients to benefit from tailored and scalable communications solutions that support both global and local strategies.

DUO Marketing supports Plexus’ strategy to serve clients who want to make good use of the opportunities presented by the emerging growth in Africa with PR, social media and online marketing. The partnership forms part of DUO’s strategic objective to increase market share with a global client base and further expansion into Africa.

You have a story to tell. Let’s make it engaging and persuasive as we bring it to life.

We have a deep understanding of the Tech and Telecoms landscape and offer a wide array of services to position our clients effectively in the media and across all relevant digital platforms.

So, partner with a specialist PR and Digital Agency that understands your business, industry and customers.

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