Monthly Archives: August 2017

Getting to know the diverse African consumer

  • By Adri van der westhuizen
  • Published August 29, 2017
  • Tagged

With more than one billion consumers, Africa is a continent of rising influence and potential. Discover deep insights into consumer habits across a diverse range of markets with details on how African consumers spend their money and consume media brought to you by Nielsen.

ANGOLA

With a population of 19 million, Angola offers great promise and opportunity for launching new products. Print and online penetration is almost twice that recorded in other Sub-Saharan African countries. In addition, its high GDP per capita and its young urban population are critical factors for growth. Learn More

CAMEROON

Cameroon has a fast growing, tech-savvy, and fashion-conscious urban population. For this reason, though economic growth has lagged slightly behind that of the rest of Africa’s, Cameroon offers numerous opportunities for potential businesses and investors. Learn More

DEMOCRATIC REPUBLIC OF CONGO

The Democratic Republic of the Congo has abundant natural resources, yet it ranks second to last in Africa on the Human Development Index. Companies that wish to launch new products need to remember that buying the same brand, affordability and availability are major purchase drivers. Learn More

ETHIOPIA

Ethiopia has emerged as one of the fastest growing economies in Africa (8% p.a.) in recent years. While GDP per capita is estimated at only $350, the poverty rate has steadily declined from 65% in 2002 to the present rate of 40%. Learn More

GHANA

Ghana’s economic growth and political stability make it an enticing destination for global companies to invest. In comparison to other African countries surveyed, consumers are more willing to try new brands, are better connected with media, and are more receptive to advertising. Learn More

KENYA

Kenya is strategically positioned as the “gateway to east Africa”. Rising GDP per capita indicate increasing consumer incomes. Nielsen’s research indicates that Trendy Aspirants and Progressive Affluents account for 34 percent of Kenya vs. 28 percent across Africa. Learn More

MADAGASCAR

Madagascar is a unique and potentially exciting market. It has recently struggled economically, but is poised for growth with a majority of the population under 20 years old and mid-income earners being the largest spenders on consumer goods. Learn More

A CLOSER LOOK AT EMERGING MARKET INSIGHTS

Angola Country Snapshot

MOZAMBIQUE

Mozambique is the home to over 23 million people, 55 percent of whom are below 20 years old, and high GDP growth, the Mozambique marketplace offers significant potential. Learn More

NAMIBIA

Namibia is the seventh most business friendly country in Africa. Namibia’s economy, political stability and per capita income have consistently ranked among the best in Africa. Learn More

NIGERIA

Growth in Nigeria has been possible because of steps taken by the government to end armed conflicts and create a better business climate. In the past decade the non-oil sector, led by Telecom and Agriculture has been instrumental in driving growth across Nigeria. Learn More

TANZANIA

Tanzania’s strong macroeconomic indicators and rising population offer a variety of opportunities to manufacturers and retailers who can design products and services that are able to win the trust of consumers. Learn More

UGANDA

Uganda’s growing population and increasing urbanization make it an attractive market in Africa. As in any typical emerging country there are wide income disparities in Uganda. Learn More

ZAMBIA

To succeed in Zambia, companies must cater to consumer’s emotional needs first. Products must talk about “family well-being” and balance it with elements of modern, individualistic behavior. Learn More

ZIMBABWE

Zimbabwe’s economy is fast recuperating after a decade of economic contraction, which has resulted in greater confidence across all consumer groups. Learn More

Create a print advertisement that actually works

  • By Adri van der westhuizen
  • Published August 22, 2017
  • Tagged
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When you need new clients you have to know your audience to know where to advertise in a print publication. The only decision should be whether your audience reads a print publication and then whether there is audited proof of circulation. Are there case studies for other businesses like yours and what is a minimum buy for what length of time to ensure exposure. If you’re not careful, it can turn into a waste of time and money if you’re not strategic.

The key is to engage your target audience, because for advertising to succeed, it has to be remembered. Even on the tightest budget, you can create successful ads by following these vital tips.

Here are some basic print advertising tips to get you started:

  1. Understand  your demographics and their behaviours. Who are you targeting and what do they enjoy doing. Doing a little bit of research on your target market will go a very long way.

  2. Match them to the advertising method that will potentially reach them. You may find that half of your target market doesn’t consume print media and you may need to include digital in the mix as well.

  3. Ask for case studies if buying ad space from any print publication
    – Ask for circulation based on audited figures
    – Ask for paid subscriptions
    – Ask for number of publications given away
    – Negotiate price
    – Ask for added value

  4. Decide on your goals. Are you looking for phone calls, foot traffic or web traffic? Once you know what your goals are, it will be easier to put the advert together and measure results.

  5. Choose length of time and repetition. One time for an advert is rarely enough and we find that multiple adverts throughout a 6 month period is key.

  6. Don’t exclude other traditional methods of advertising. Whilst digital may be your brand’s main focus, TV and radio advertising might be the missing link in your marketing campaign.

  7. Ensure you use a professional designer to put together your advertisement. Do not try to save costs by going the DIY route.
  8. Use a professional copywriter. Headings are important need to be compelling. Remember, the advert needs to be about your customer and not about you. How will your product or service solve their problems and make their lives better? Do not forget the most important part; your call to action.

Choosing the correct print publications for your campaigns can be tricky. Get Set Go Media works with multiple newspaper and magazine publications across Africa and can help you with rate negotiations, media buying and lots more. Get in touch with our team and let’s discuss your next advertising campaign.

Advertising in Africa

  • By Adri van der westhuizen
  • Published August 10, 2017
  • Tagged
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The advertising marketing in Africa has grown significantly in the past five years, due in part to investment from international advertising networks, as well as the digitisation of the industry.

Advertising in Africa – retaining broadcast’s share of the pie’ (July 2016) is a report published in July 2016 by Balancing Act, an independent consultancy and research company focused on ICT and media in Africa, that provides a health check of the advertising industry on the continent. The report was produced to collect data about the industry on the continent and to highlight emerging trends.

The revenues of the advertising industry are crucial for a number of business sectors in Africa. The media in general and radio and television in particular thrive or contract on the money brands spend on them. Increasingly, mobile phones are becoming advertising channels and operators are getting revenues from this channel.

And as Africa is increasingly online, advertising money spent on digital banners and social media is growing in size and has become a key part of many online start-up business models. For over a year, Balancing Act has studied market trends, innovations, weaknesses and opportunities, the impact of advertising in the media and in particular television advertising revenue.

The report includes spreadsheets providing: advertising revenue by country; TV advertising revenue by country; and projections of advertising revenue by 2020 for the continent. This report provides advertisers, agencies, content producers, media and other players in this ecosystem a part of quantitative, qualitative information and contact details they need to assess market conditions, identify trends, seize opportunities, make purchase and investment decisions, and assess training needs.

Among the things identified by the report, it notes a “rush of global advertising agencies to many countries across Africa over the past five years”, also citing equity investments and acquisitions in African communications groups.

Advertising agencies come with major advertisers that are investing in Africa, which they see as markets with new opportunities. The rush to buy companies has included several agencies that have purchased new digital agencies, allowing them to get into the newly emerging African online advertising and social media space.

Three major trends have emerged:
1. Analysts confirm a significant improvement in the quality of advertising campaigns over the last three years, improvements stimulated by competition between existing and new agencies who are “upping their game” and existing advertisers who are sticking to local expectations.

2. The 2010 FIFA World Cup was a catalyst that put the continent in the spotlight for multinationals. South Africa has been the main gateway of African advertising, but Nigeria, Kenya and the Ivory Coast are now among the other countries that are also serving as platforms to reach neighboring regional countries.

3. Although there is considerable disagreement about the size of the emerging African middle class, there is no doubt it exists and it is the target of many marketing strategies. After mobile telephony, financial services, food and the transport sector, there are new brands in other sectors that need to communicate to keep or gain market share.

In the coming years, the liberalisation of many sectors, regulations to strengthen competition rules, the emergence of national brands, the need for diversification of economies and the transition from informal to formal economies, will provide further fuel for growth to brands and advertising agencies.

Furthermore, digitisation and media fragmentation will force many African brands to re-invent themselves, and to communicate differently.

*The report is available from Balancing Act here.

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Gizelle Burke Account Director

Gizelle is a Benoni born, ex-cheerleader, turned marathon runner, with a passion for psychology and a penchant for ‘ops’. She lives in Stellenbosch with her husband Conrad and three children: John, Amelie and Isa. Her position in this exciting industry is to manage operations and liaise with clients and broadcasters.

GIZELLE Service with a smile...

She always goes the extra mile!

Mobile : +27 84 581 9836 | Office: +27 21 880 2701 | Email: gizelle@getsetgomedia.com
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Adri Van Der Westhuizen Founder/ Director

Adri is a Namibian, fashion aficionado-over-achiever with an entrepreneurial spirit and a passion for brand marketing. Previous Marketing experience: Integrated Marketing Communication at the AAA School of Advertising. Lives in Stellenbosch with her husband Nico and two young daughters: Sophia and Eva. Her position in this exciting industry is to manage the media business and establish long-standing partnerships with clients and suppliers.

ADRI Sell, sell, sell

OH, SHE DOES IT WELL!

Mobile : +27 833 951430 | Office: +27 21 880 2701 | Email: adri@getsetgomedia.com