The Sunday Mail
Stephene Chikozho
This article is a continuation from last week.
IN African and global markets, branding is the art of becoming knowable, likeable and trustable.
Advertising
Advertising should tell and sell a story that resonates with existing and potential clients. Unless an advertising campaign contains a big idea, it will pass like an African snake in the night.
Today, the practice of advertising in this digital world faces a number of challenges.
Product manufacturers in Africa and beyond are now concentrating on product discounts with the objective of pushing volumes at the expense of advertising.
They are selling volumes by product discounting, instead of building strong brands.
Researchers have, however, established that price discounts can entice consumers to try a new product, but, in the long term, the customers return to their habitual brands as if nothing happened.
The second challenge is that the advent of the digital age has brought with it a huge number of content creators; in some cases, masters in everything, but with a glaring lack of intellectual and business depth.
Whereas a properly structured advertising agency, with its highly diverse skills set, would offer a well-thought-out and effective advertising service to African businesses, many startups, entrepreneurs and sometimes large companies are now opting for lone creatives, designers and art directors with a view to pay less and save money.
There is now a large number of solo content creators who have taken advantage of the digital revolution on WhatsApp, Facebook, Instagram, Youtube, TikTok, Twitter, LinkedIn and others in the name of “digital marketing”.
However, the question is: Can one designer have all the skills and intellectual depth required to formulate an effective advertising campaign? Perhaps not.
The third challenge is that advertising agencies – notably in Zimbabwe, South Africa and Nigeria – are now dominated by creatives who regard advertising as an award-winning art form.
They have never sold anything in their lives, and they create advertising content with the objective of winning awards.
This practice poses return-on-investment challenges to business clients who pay thousands of dollars to market and sell products and services.
The fourth challenge is the lack of credible research, hence, without data-based decision-making and creativity, many advertising agencies in Africa still waste their clients’ money repeating ineffective product and service advertising mistakes.
Strategic communication and public affairs
Africa comprises 54 countries, with over 2 000 living or spoken languages. If the statistical growth of active digital or online users is anything to go by, the continent is on the cusp of a digital revolution.
Successful strategic communication and public affairs are some of the most complex and underestimated aspects of businesses – new and old.
The question is: How do you go about strategic communication and public affairs in Africa?
There are many marginalised communities that need specific attention, corporate social investment and information regarding services or products that businesses need to reach. As such, it is not as simple as putting up media messages, advertisements and billboards given the 2 000 languages.
With 54 countries in Africa, communications and public affairs experts are confronted with complex language issues.
To communicate effectively with African consumers, agencies and strategic communication specialists must deliver effective messages in a wide range of languages.
Predominantly, research indicates that Africa is one of the most significant emerging markets in the world. More and more people are entering the consumer class, making Africa one of the fastest-growing consumer-driven markets in the world.
Events
One of the important reasons for businesses to participate at events is to establish and grow their brands. Events allow businesses to interact with existing and potential clients, and for them to engage and express themselves in real time.
Events create a perfect platform to secure clients and share ideas and thoughts. However, research and expert analysis in Africa indicate that, in many cases, fear and poor pitching by event planners or organisers are affecting the quality of events.
Exhibitions, expos, symposiums, conferences, summits, workshops, seminars, award shows, product launches and trade shows have become predictable in terms of their format, content and even takeaways.
A lot of them follow one template, be it the programme content, order of events, overall event design, styling, the panellists and speakers. The takeaway value from the events also has striking similarities.
Therefore, how can businesses in Africa make the best out of event or trade marketing? Join me on this life-changing journey as we share and engage on big business ideas, knowledge and experiences with leaders in Africa and beyond.
Stephene Chikozho is director of Institutional Advancement at Africa University. He is also an avid entrepreneur, managing partner and principal consultant for Urbane Create Agency – a strategy, marketing and advertising agency. He writes in his personal capacity. You can follow him on social media (Instagram, Facebook, Twitter, LinkedIn) WhatsApp +263772409651 or email [email protected]
