Anita Jane Vernes drives Southern Spoor into new heights

I’m privileged to host Anita Jane Vernes, the driving force behind the hugely successful Southern Spoor, she shares with us her road to success. Southern Spoor represents top brands which includes Liliesleaf, Thanda Private Game Reserve, The Pinotage Restaurant & Wine Cellar and Winchester Mansions Hotel.

Tell us about yourself, when were you born and where are you based?
I’m Anita Jane Vernes, born in a very small town outside of Manchester in the UK.  I’m based in Fourways, Johannesburg

What is your business all about and what inspired it?
Southern Spoor is a marketing company specializing in hospitality and tourism.  A passion for the tourism industry and the birth of my son.

www.southernspoor.co.za is turning 9 years this year, what are major highlights that your business has achieved over the years?
We are actually turning ten this year.  Our greatest achievements would be the awards that we have won for a number of our campaigns for some of our clients as well as the fact that we have kept our original clients that started with us ten years ago which is unheard of in our industry.
How many people do you employ?
13

You operate in a highly competitive industry, how have you managed to be better than your competitors in your niche?
The company ethos has always been to exceed expectations and to deliver more than is expected.  We’re also renowned for setting the benchmark in terms of new ideas and our approach to tourism marketing.

You represent very prestigious brands, have you thought of venturing into the rest of Africa?
We have, but our approach to business has been to focus on exclusive and unique accommodation in South Africa.  Crossing the boarders to include others parts of Africa is something we would consider as part of our long-term growth.

What is involved in tendering for a PR account?
The first part of any tender opportunity is to establish exactly what the client wants to achieve and which markets they believe the product is best suited to.  Our expertise lies in being able to identify target markets and the best means in which to position the property within this market.  Our proposal would then be based on a roll out strategy coupled with a brand/marketing campaign.

Where is the money in your kind of business and is there other revenue streams to be untapped within your niche besides the traditional ways of representing a brand?
The revenue lies in the retainers.  These provide the “bread and butter” revenue on a monthly basis.  Additional revenue streams are individual branding campaigns that are conducted over and above the representation.  We also undertake a number of “mini” campaigns for our clients.

Through my travel and tourism blog www.travelwires.com I get press releases about specials, these are not news worthy to be considered for publication, why do PR agencies still insists on sending such?
They shouldn’t be. A database only has value if the right people are receiving correct information.  Southern Spoor is very careful about ensuring media only receive press releases that are news worthy.  Specials etc. only go to our “buyers”.

Are social networking websites, not posing a threat to your business?
Not at all.  The more information and the more interaction, the better.  We make use of networking websites as a means to provide our clients with more exposure.

How do you unwind after a busy day in the office?
I hit the road, literally!  I’m a runner and there is nothing that relaxes me more than a good run after a long day.

Is your family involved in the business?
No, my family are all involved in their own businesses in completely different industries.

Are you involved in any projects that groom or mentor young entrepreneurs?
Not at the moment, but all of my staff have been empowered and have been given the opportunity to grow.  I have always employed people with talent and potential over years of experience.  This has proven to be one of our greatest strengths as everyone has risen to the occasion and has embraced their roll in the company and taken possession of it.

In your opinion are entrepreneurs born or made?
I think you’re born with it.  Entrepreneurs have it in them to naturally grab an opportunity or a great idea and run with it.

What are your short and long-term business plans?
Short term, we’re sticking to what we know and focusing on areas that produce results, especially in the current climate.  It’s a case of back to basics.  Long term, we continue to work towards being SA’s leading tourism and hospitality marketing company.  We’re also constantly looking for opportunities to expand our offering and our brand.

Is your business affected by the current economic climate?
I think most people are being affected, but the ones that are making headway are the businesses that are thinking out the box, but at the same time sticking to what works.  We’re working harder and smarter than ever before, but we’re still doing well.

Thank you for affording AlreadyInspired.com the rare opportunity of getting to know more about the driving force behind the successful www.southernspoor.co.za.

I welcome your input on entrepreneurs you would like featured on this blog, leave your recommendations below.