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REGIONAL TRENDS 2. Don’t import your strategy and don’t of what’s ‘cool’ to tailor and tweak of more established consumer classes. rely on being South African, European campaigns, products and services. Their loyalty is up for grabs to those or North American to win over locals. Collaborate and partner with brands that brands that can come into the region and You need to really understand your have already established relationships surprise, understand and delight them own brand purpose and proposition, with your target segments. with relevant, memorable experiences. and be clear about what you can do for 5. Use social challenges as catalysts the consumer. Being foreign is fine, for innovation. Identify ways you can but consumers need to know why authentically help out with transport David Blyth is Group MD of Yellowwood, they should choose your brand – and or education (or whatever is direcly a brand consultancy be careful not to sound arrogant when or indirectly relevant to your brand). that operates in communicating this. Get stuck in, contribute and also allow various parts of 3. Get to know your customers. Look consumers to contribute and to feel Africa, and which has just completed for the motivations, dreams and part of the success of their country. a study of the West aspirations behind the behaviour. African marketplace Spend time in each market with real With the growth of the new middle class for international brands interested in people, not just numbers. Segment in West Africa will come first-time brand entering the region. Blyth has more than according to interests and passions – consumers who are excited about their 20 years industry experience and has led marketing, brand strategy and business the new tribes are not demographic. increased access to the economy and are change projects across Africa, Europe 4. Collaborate with local influencers. Use charting their own path in terms of brand and the Middle East. their ideas and their understanding preferences – without any of the baggage 44 strategicmarketingafrica Third quarter 2014 42-44 Regional Trends v2.indd 40 2014/06/26 12:29 PM