"This doesn't just require a superficial analysis but rather a deeper understanding, resulting in qualitative insights such as needs, wants, challenges, worries, mind-set etc. With the amount of time we spend researching our target markets in the field and the experience garnered from the many campaigns we've run over the years, we're able to give our clients quality feedback on what will and won't work for their promotions," explained Mahlaba.
During the workshop, Mahlaba presented key insights drawn from recent Primedia Lifestyle campaigns to substantiate this view:
A festive season campaign, "Azidle ekahaya" (Come support your own), that the company ran for client Philani Mall, located in Umlazi just south of Durban, used the insight that unemployment among many township communities is above 25%. For this community, winning a cow over the festive season allowed them to feed their family for more than just a day. For that reason, the main prize up for grabs was the opportunity to win one of three cows.
In the campaign for Philani Mall, the prize was a cow but just a few kilometres down the road, at Umlazi Mega City, the centre was abuzz with celebrities. Shoppers were surprised at various intervals during their shopping spree, when the service rendered within the mall would be by one of South Africa's biggest celebrities from the SABC 1 soap opera Generations. These promotions are representative of the vast difference in demographic that can exist between two malls located just one or two kilometres apart. This is the level of segmentation required - one size does not fit all.
Clients need to understand that involving local suppliers/talent that have a particular resonance with local audiences, is a critical step in connecting with the consumer. This, however, requires a lot more effort as it necessitates connections on the ground - a time-consuming, but often tedious, process.
"You're not going to find all your township suppliers on Google but making the effort to find local MCs, DJs and caterers, pays off tenfold."
Finding stars who have made it big but originate from that particular area is such a boost for the youth. It's important to do your homework and bring celebrities back to the roots where they came from.
In a recent campaign for the launch of Setsing Plaza located in Phuthaditjhaba, 60km outside of Harrismith in the Free State, the company utilised a very unusual but effective form of outdoor advertising, namely a walking billboard specifically designed to fit around a horse (like a saddle).
In this community, word of mouth is still key - what better way to advertise an upcoming event than to get the community's own Umbongi (praise singer) to traverse the area, speaking of what is to come - exactly as was done in the old days. With the primary target market being Sotho speaking, the praise singer was dressed in a "siyanamarena" traditional Sotho blanket and hat - true representation of the heritage and culture of the area. None of these insights could have been gained without a clear understanding and immersion into the community and what they stand for.
Clients have a tendency to think that if they are targeting a township market they need to downscale their product offering to suit the demographic. It is said to be known that people in townships are some of the most discerning shoppers in the country. Retailers cannot condescend to this target market, based on location - this mistake will make the desired consumer go and look for the product that they want at a competitor mall, which means, their loyalty as well as that of their friends and family is lost.
To be relevant, it is important to appreciate that often what means the most to a particular target market is not a glamorous prize but something they really need. For example, a successful campaign that the company ran for client Bushbuck Ridge Shopping Centre, motivated shoppers to spend R80 or more on school wear and stand a chance to win a pair of school shoes for themselves and their entire class. In a community where there is no tertiary institution and where the bulk of school children walk to school, most with no shoes - this was about fulfilling a huge need, while encouraging learners to love going to school. A win-win for all involved.
