4)
Africa is not cheap:
Brands use South Africa as dipstick research, before
they penetrate other markets, but this is not ideal, as the infrastructure we
have available to us is not comparable to the rest of Africa which can even
be ten times more expensive, even if it is available. In some cases what will
cost you R10 000 in SA, can cost you over R100 000 in some other African
Countries. Not all networks in a country collaborate to provide one number
that will work across each other. This can be a shocking revelation for
marketers who plan to launch a campaign in these markets. Plan your
budgets carefully and consult with an expert – giving enough time…
5)
Timing is everything:
Further to my point on infrastructure, this may have an
impact on your timing too. In an attempt to penetrate African markets, many
organisations under-estimate the work and preparation that needs to go into
a campaign. If you want success, proactive planning and execution is crucial.
You need to start working on a campaign at least six months before you go
live. Regulators may change policies without notifications and there will be
many hurdles to overcome. Recently we had a request for a campaign to run
on a USSD line in Nigeria and the regulators advised that they would need
to see the content, approve it, and that could take a minimum of three months.
Some regulators may require that make a long term commitment on your
campaign, at least six months, and with minimum volumes, which may not
be feasible for your planned campaign. This is not always the case, but we
have been faced with this many times, as clients only consult experts once
they approved the strategy and have unachievable deadlines which makes
it impossible to execute. You are going to have hurdles, and it is all about
leaving yourself enough time to overcome them by being proactive.
6)
Data is the new oil:
Every channel you use should have a mobile
call-to-action and allow you to build up a database of people so you can
start learning and earning. These ‘databases’ are hard to come by, very
expensive and, to own your own database, will become your biggest asset.
We have found that ‘home grown’ rather than purchased or rented databases
give the best results. We find many brands, especially FMCG, don’t value their
databases enough nor leverage the value they can bring as insights for your
brand – making it an invaluable asset.
7)
Think lowest common denominator:
SMS marketing is the best tool you
can use in these markets, as it is the ‘lowest common denominator’ that
reaches all. It may not be visual, but with some creativity, you can be playful
with words, and add some gems in there that you wouldn’t even believe
possible. We’ve done many successful campaigns by using voice in a smart
and witty way and other times, emotional and tender, but it’s a winner every
time. It’s all about how you put the technology together – for competitions to
work well.
8)
Understand logistical issues:
We had a few clients that did everything
right, but had no idea of all the challenges they would face to get stock in the
stores, delivery etc. It is far more expensive, especially on ‘African Time’ so,
this is really important to understand, before you align your marketing strategy
with distribution. When it comes to prizes in your competition, you many
need to think of how a cash prize may be seen to contravene the gambling
act in some African countries. If you are giving away a free holiday… did you
educate the entrants on the shots they need to travel to the destination?
Protect yourself regarding allergies to those shots? Prize logistics and getting
the prizes to their deserving winner from rural area can be very challenging!
9)
Understand who you are talking too:
Always think of ‘How much data will
this cost me?’… your potential customer does! We are seeing a rise in the
emerging markets with ‘Fong Kong’ smart phones; however, it is important to
understand that the consumption of data on ‘Fong Kong’ smartphones is more
expensive than on an iPhone 6, for example. Don’t let your Call-To-Action
become a barrier between the brand and the consumer, because it is
perceived to be, or is, too expensive for them to access it.
10)
Get a local consultant:
Make use of the services of local consultants and
experts and apply their guidance, and best practice to best penetrate the
market. You need to understand the culture, relationships, customs,
technology and legislation and this will minimise the risk.
We hope our tips gave you some guidelines as to how you can make a success
of your marketing by applying some of our learnings throughout the years. If you
wish to explore marketing in Africa, feel free to contact Carmen Murray
at Mobitainment.
About Carmen Murray:
Carmen Murray is a passionate entrepreneur who has been an active force in
developing strategies for global and local brands across diverse industries in SA,
and extending into Africa.
She has shared her passion for digital marketing by conceptualizing and
orchestrating marketing campaigns that effectively reinforce and build brand
image and revenue for many blue chip companies across the globe.
Carmen is the general manager for Sales
and Marketing at Mobitainment and
serves on the Mobile Marketing
Association of SA. She loves putting
unique mobile marketing strategies
together to drive high impact in a
diverse emerging market.
Office:
+27(0)11 022 9621
Mobile:
+27(0)73 224 6126
Email:
Carmen Murray
Nex Media •
Vol 3 Issue 2
35
