Thoughts on the value of consumer confidence statistics in Africa and beyond.
I have spent quite a few hours in the company of market researchers recently, and I wish more marketers and agency folk would too.
Judging creative ideas requires imagination, leadership and trust. And the process needs to be taken more seriously. So, here are some thoughts on how to improve your chances of a successful outcome.
Time is of the essence these days. But there has to be adequate time dedicated to the complexity of the task. A promotional radio spot can be conceptualised and made in a day. But an idea that will persuade consumers to eat twice as much chicken each week will take longer.
Most professional marketers know that simple, engaging and memorable advertising ideas work best. But most are unable to produce them in collaboration with an Ad Agency. Which is odd because Ad Agencies exist specifically to have ideas.
The average age of all humans on the planet is 28 years. In Italy it is 43. In Japan it is 44. In India it is 26. But in the Middle East and Africa it is under 20. This age gap has produced some weaknesses in the way global brands of Western origin are marketed.
When you travel, are you struck by the sameness of consumerism? I know I am. Walk down the streets of London, or Johannesburg. Browse the malls in Hong Kong or Lyon. It can be hard to know which country you are in.
African man is changing. Traditionally ‘big’, but often disappointingly small in so many ways. He is now looking forwards, and sideways, as well as backwards. His reference points are now not simply mother culture, or authority figures from early life.
Discounting is a short-term policy. And it places some businesses you in the last chance saloon faster than they ever would have imagined.
It seems only moments since we were lurching into a New Year overshadowed by global financial collapse. Yet here we are in December, and most of us in business in Africa are saying ‘ Well that wasn’t so bad, was it?’
Last week in Nairobi, TNS presented key findings from its landmark study Digital Life. Basically a look at how people in 46 countries are using the Internet. And 7 of those countries were on the continent of Africa.
It can be hard for African CEO’s to take Facebook seriously. And the more serious their business, the harder they find it.