Before you even start thinking about targeting township dwellers, bear in mind that townships cannot be considered a homogenous mass. Marketing plans may, therefore, need to differ from place to place. Even within a specific township, approaches can vary according to neighbourhood.
“Every township is different. There is no such thing as ‘township marketing’ in a generic sense, any more than there is ‘suburban marketing’,” says Neil Higgs, director of innovation and development at TNS Research Surveys.
“Even within a single township there can be big disparities in the way of life. Take Soweto as an example. It is huge and has many different neighbourhoods and diverse types of people.” The combination of ever-rising disposable incomes, improved infrastructure and the growing sophistication of shopping facilities has made townships increasingly appealing to once-shy businesses. This had led to the growth of Sandton-style shopping malls and the arrival of the prominent national retail chains.
A casualty of the change, though, are small businesses and informal traders who now face being squeezed out. Higgs suggests they could become useful partners for businesses entering the township market for the first time and requiring on-the-ground expertise.
“There is much room for partnerships with the very entrepreneurs who are being displaced by the formalisation of the economy in townships,” he says. “These small businesses represent a huge opportunity for marketers, as witnessed by the growth of branded containers.”
A key distinction between townships and suburbs is the difference in social contact. Townships are far more interconnected, with face-to-face interactions, word-of-mouth and social networks being a daily undercurrent.
This suggests that sampling (giving away “freebies”) and nurturing formal or informal “brand ambassadors” can be an efficient way of spreading the word about a new product or service. Be aware,though, that news of bad service or an inferior product will spread equally quickly via these same networks.
Tactics like product sampling and leaflet distribution are relatively easy to implement, thanks to several companies which specialise in these services. Julia Renouprez of Primedia @Home says targeting can be as specific as a single taxi rank or as broad-based as door-to-door distribution to an entire township. Costs for a leaflet drop typically start at R100 per 1 000 leaflets.
Renouprez says marketers are often surprised at the amount of high quality geo-demographic information that’s available for individual townships. This enables specific neighbourhoods to be targeted in a cost-effective way, in accordance with the product’s target audience.
Commuting is a township way of life and the taxi industry alone transports 16 million people, or 93% of the total commuter population of South Africa. Research earlier this year by Freshly Ground Insights (FGI) shows these people now spend more time than ever travelling – which translates into a captive audience for marketers with an appropriate message.
FGI’s research also indicates that taxi commuters are more affluent than previously thought, with 30% falling into the“black diamond” category of black upper middle class consumers.
ComutaNet, a company specialising in commuter marketing, offers a variety of ways to engage with this audience. These include in-taxi promotions, kiosk and gazebo promotions at selected ranks, and Rank TV and Star Radio, which broadcast exclusively to taxi commuters.
The Tavern Market
Taverns are an important social gathering point and are gaining credibility as a channel for reaching younger,free-spending and image-conscious township dwellers. Siwe Nyuswa, a director of Provantage Tavern Media, which does promotions in the tavern environment, says marketers shouldn’t make the mistake of equating a tavern with a shebeen.
“Taverns are where the green bottles hang out – defined by their taste in imported beers versus the brown-bottled local drinks. Taverns are also where consumers go to show off their success.” While there’s nothing to stop individual marketers arranging their own tavern promotions, be aware that there is a tried-and-tested formula for these activities and it may be best to use specialist promotion companies for this purpose.
A recent innovation, riding on the back of the upcoming World Cup, are branded soccer game tables called Foozi. The games are free to play and the tables are placed free-of-charge in selected taverns, shebeens and community centres.
The company responsible for the concept, Foozi Gaming, derives its revenue from advertising placed on the tables. Spokesperson, Damon Freeman, says advertising campaigns can cover all available tables, or be targeted at a specific neighbourhood, township or region.
Ten tables for three months will typically cost R17 000 a month. However, there’s also a once-off branding cost of R1 100 per table, so Freeman recommends a longer period in order to a mortise start-up costs.
Forget Everything You’ve Heard — Fear Doesn’t Sell
If consumers associate your product with fear, they may not have a strong connection to your brand.
Sixty percent of Subaru owners have dogs. So in 2008, when the company decided to sponsor Animal Planet’s Puppy Bowl, it made a major break from previous advertising campaigns — ones that showed drivers with other cars getting stuck in the snow, for example. Alongside a pledge to donate $250 to charity for every car sold, the company began to understand how to appeal to its core audience through their own interests — and how those tied together in a Subaru.
Since 2008, the company has been running a campaign called “Love,” one that brings together all the attributes that Subaru is known for — including safety and reliability. Instead of talking to customers by telling them all the bad things that will happen if they don’t drive a Subaru (e.g., getting stuck in the snow), the company began speaking in a more positive language — including bringing furry friends along on drives.
For many, the instinctive approach toward marketing is to tell an audience why they have to buy your product. Bad things will happen otherwise, and yours is the best in market. The others won’t help you reach your goal. The problem with that logic is that it doesn’t take into account the impact of brand image on product marketing. Sure, you might skid in the snow without a Subaru, but you need to think positively of the company as a whole if you’re going to be drawn to its products in the first place.
9 Strategies For Memorable Advertising When Your Audience Is Chronically Distracted
Attention spans have never been shorter, and consumers never have had so many options. You need a smart strategy to rise above the noise.
The advertising industry is big. In fact, when all the numbers from 2017 are tallied, advertising spending in the United States is projected to reach $207 billion. However, research shows that 64 percent of people find ads annoying or intrusive. A whopping 92 percent of online ads aren’t even noticed.
If you want to get results from your advertising efforts in 2018, you must adhere to certain rules. These nine definitely are worth remembering as you firm up your strategy for the new year.
1. Optimise your ads for declining attention spans
The consistently shrinking attention span is one of advertising’s greatest challenges. Consider the following statistics:
- In a recent study, Microsoft revealed the average attention span has decreased from about 12 seconds in 2000 to about eight seconds today.
- A study by Jampp shows that our attention spans decline by about 88 percent every year – especially thanks to technology and mobile apps.
- Some sources estimate we are exposed to up to 5,000 ads daily – a sharp increase from a few decades ago.
Audiences suffer from declining attention spans, but they’re bombarded with more ads than ever before. With that in mind, it’s essential to embrace the KISS principle: Keep it simple, stupid.
2. Follow the ‘Rule of Seven’
One of advertising’s golden rules is explained by the “Rule of Seven:” Most prospects will need to see your message at least seven times before they consider your offer. Don’t expect most people to convert the first time they see your offer. Instead, use different means and channels to get the same message across to them. You’ll increase the odds they’ll respond to your offer.
3. Retarget your ads to people familiar with your brand
According to Marketing Metrics, the probability of selling to a new prospect is about 5 to 20 percent while the probability of selling to an existing customer is about 60 to 70 percent. It’s much easier to market to people who already are familiar with your brand or who have been customers in the past than it is to “sell” people who are just learning about you. Research shows that retargeting your message to people who previously have visited your website can result in 10 times the clicks and a 70 percent increase in conversions.
4. Sensory adaptation beats CTA colour
In one of its articles years ago, Hubspot famously proclaimed that “Red beats green” in terms of coloured-button performance. For a long time, experts have touted red as the best choice for a call to action (CTA). Unbounce, on the other hand, says orange leads to more conversions. Others have found green, yellow or blue to be best.
So which colour, really, produces the best results? None of the above. Colour psychology has taken a back seat to an even more powerful underlying principle: sensory adaptation. In basic terms, our brains ignore anything that blends in with its surroundings. A green button will convert better on a page using a red colour scheme and vice versa. You should ensure your CTAs stand out. Do this, and every colour will convert well for you.
5. Segment and target
Marketing Sherpa structured a study that compared the return on investment of targeted emails (sent to users based on their interests) with “batch-and-blast” emails (sent to everyone on the list). Segmented emails resulted in a 208 percent higher conversion rate than emails that weren’t targeted. Increasingly, advertising research emphasises the importance of segmenting and targeting. More recently, marketing professionals are using artificial intelligence to develop sophisticated options for targeting users.
6. Focus on retention
A recent study from Adobe Digital Insights found that ads are getting more expensive while reaching fewer consumers. Experts expect this trend to continue as users find more ways to block ads. Meanwhile, advertising platforms will struggle to increase revenue. To get the most from your advertising efforts, consider ways to retain users. It’s more economical than paying to reach them each time. Start building a user list you can segment into groups: an email list, a push-notification list and others.
7. Don’t ignore mobile
Overlooking mobile users is perhaps the deadliest mistake any advertiser can make at this point in time. Mobile-only internet users outnumber desktop-only users. What’s more, research shows that engagement is higher on mobile devices than on desktop devices. If you don’t have a mobile-advertising strategy, you’re alienating more than half your potential customers.
8. Embrace the ‘less is more’ principle
It’s easy to assume that presenting people with more options will yield a better ROI, but that isn’t always the case. In fact, psychologist Barry Schwartz argued against this in his book “The Paradox of Choice.” He cited a jam study conducted by Sheena Iyengar and Mark Lepper. The pair of researchers divided shoppers into two groups. They presented the first group of shoppers with a table that contained six varieties of jam. The second group of shoppers were offered a table containing 24 varieties of jam. More people viewed the table with greater options, but 10 times as many people actually purchased from the table with fewer varieties of jam. You can do the same: Provide fewer options, and you’ll see conversions increase.
9. Use text strategically
An image is worth a thousand words – until it isn’t. A lot has been said about the power of images to drive action and boost advertising conversion. But an increasing body of research is finding that when used properly, text is even more effective than rampant visuals. Launchbit found that text-heavy banner ads generally result in more clicks and conversions than banners that consist primarily of graphics and colours. There’s an important caveat, though: Ensure your text communicates exactly what users will gain when they click your ad.
This article was originally posted here on Entrepreneur.com.
Marketing Tips For Start-ups
How to make marketing work for you when your business is just starting out.
Starting a business is one of the most rewarding endeavors any individual can undertake. It can provide life experience not achievable in any other way. It has an open ceiling while also not having a floor either. You can make your business whatever you want it to be and, with a lot of hard work, can turn it into something that people believe in.
Businesses around the world do incredible work within their communities and for the larger global population. While all of this is great, and certainly possible, the beginning of the business is not always a dream. Case in point: Marketing.
What you need to know about marketing your start-up
When starting a business, you probably have your idea mapped out in exquisite detail and have every possible contingency planned. Even when your product is down pat, and you believe your plan is impeccable, there are still a number of things that require a different level of patience and expertise.
Marketing your business can be an existential endeavor as you fine tune exactly what your business stands for and who your audience is.
In this article we hope to expound on how to make marketing work for you when you are just starting out. Startups are tasked with doing an incredible amount of work upon their inception. They have to test and refine their product while also carving out their own path within a crowded industry.
The last thing that startups need to be focused on is marketing. Luckily, thanks to the innovation and advancement of automation and artificial intelligence, marketing has become a much simpler task through the services of online applications.
Who can help you set-up a marketing campaign?
Companies like HubSpot and MailChimp make digital marketing easier than ever before. These tools can automate email blasts and generate visits to your website.
Speaking of which, websites are now easier than ever to make thanks to companies like WordPress and Squarespace that make creating websites easy and entertaining. Using automation and artificial intelligence will help to make marketing much easier as most startups do not have the resources to hire professional marketing teams.
Though advisable when they can be hired, marketing teams are often too expensive for most startups. The same goes for web designers who are typically too expensive for brand new companies. Going online and starting marketing campaigns for your business has never been easier thanks to these wonderful resources and the people who keep them running.
Is you marketing message clear?
When coming up with a brand, make sure that your message is embedded and can be deduced easily. Do not be afraid to create a message that your company stands for and don’t hesitate to proclaim it loudly for everyone to hear. If your company is based in organics, for instance, then have a logo with earth tones and naturalistic graphics.
This will send the message that you are interested in the environment and care for it deeply. At the same time, this will help to develop an audience that you can target and interact with honestly. The same goes for any industry you want to get into.
Make sure that your logo and brand message represents the audience you want to attract and the industries you are interested in entering.
Showcase any charities you are invested in and all of the causes your company supports.
This will continue to carve out your audience and refine your message so that people know exactly what you are about. The goal of any company is to ultimately provide a service to the audience that would benefit the most from it.
Network your company’s message through every avenue
Truly, it is diligence and hard work that will eventually attract customers to your product.
Start a social media campaign focused on relaying your message to the online community.
Contact other companies that share your goals and missions so that you may support each other publicly. Join charities and other causes that will both give you exposure and develop an audience. Use automation services and artificial intelligence to make marketing easier.
Be steadfast and confident in your idea and your company’s mission. This will be the ultimate selling point for your business. Your startup is only as good as you are. Going out into the general public and spreading your message is the best way to draw attention and market your product.
Draw a crowd whenever you can and insert yourself into the public conscious.
Confidence, with reality thrown in, is the ultimate selling feature of any business. Teaming up with investors and other businesses will give you the exposure you need to draw the audience you want.
In the end, a startup business that is successful benefits us all and is worth pouring your heart into. Treat your startup as an extension of yourself and take pride in working for it to succeed.
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