Companies need to invest in a forward-thinking marketing agency that has
an eye on, and expertise in, the myriad options that are available and
the corresponding communication channels. FOTOSEARCH
Every day, marketers of corporate brands and boards meet to craft strategies that will launch and sustain brand visibility.
A
tense political atmosphere is, of course, always a headache to any
marketer that wishes they had foreseen political developments as they
unfold.
In the case of Kenya, the last four election
cycles remained quite predictable for businesses: Kenyans vote, see a
winner declared, and life goes on. Indeed, such elections merely
register as a blip in corporate budgets and marketing windows.
In
contrast, however, owing to the uncertainty that surrounded the
disputed 2007 presidential elections, companies slashed budgets and
resources were drastically reviewed.
Be that as it may,
marketing, training, business support functions and other key engines
to successful marketing campaigns, are always the first casualty of
uncertainties. Indeed, when CEOs want to prop up their dwindling
profits, the first casualty is cuts in spending on the brand equity
enhancement, maintenance and protection.
Short-term solution
Although
to some, cutting the marketing spend may seem like an obvious option,
the truth is that such a decision could make a challenging situation
worse.
This is because reducing or freezing marketing
budgets is a short-term solution. Prudent marketing professionals on the
other hand, take a balanced approach to their marketing strategies, in
order to remain profitable and competitive.
These are the times when businesses need to invest in robust strategic communications and marketing services.
In times of uncertainty, consumers favour those brands that reflect solidity through their marketing messages.
When
your competitors are quietly waiting it out, you need to outspeak,
outspend and outwit them. The customers you win during that window will
be yours for the keeping.
It is, therefore, during uncertain times that smart companies should not show weakness.
Population of youth
In
order to stay ahead of competition, businesses need to maintain a
strong, consistent brand image with messaging that fills the gaps that
competitors are missing and also work across all communication
platforms.
It is worth noting that clarity builds
trust and uncertainty knocks it down. People won’t buy into something
they do not understand or believe.
Marketers should use
language that is short and simple and focus on the most important
points of the company, product or service.
The
messaging must at all times be positive, so while the dynamics of the
present are pertinent, marketers must not get lost in them. It is
important not to miss the forest for the trees.
Our view must be strategic even as we meet tactical goals.
It
is critical to study your company’s consumer demographics to know the
type of people you should appeal to and determine how best to relate
with them, producing products and services that they are interested in.
For
example, a huge chunk of Kenya’s population is young people. They
represent the future and can easily, and cost-effectively, be reached
through social media.
Digital content
The latest PricewaterhouseCoopers’ Entertainment and Media Outlook: 2017–2021: An African Perspective report singles out Internet advertising as one of the fastest-growing sectors of the industry.
By
2021, digital advertising revenue is projected to hit Ksh23.4 billion
($225.6 million) from the current projection of Ksh14.6 billion ($140.8
million) for 2017, making it the third largest advertising category in
Kenya.
In essence, many young people are consumers of
digital content from, among others, Twitter, Instagram and Facebook to
inform and shape their opinions.
Businesses need to ensure that their content is tailored to a young peoples’ tastes and preferences.
This can be achieved by diversifying the content that is put out and changing the tone of voice to suit this audience.
Sharing
humorous content, creating eye-catching images with facts and using
social media to address issues the youth care about such as education,
lifestyle, health, housing, the environment and social justice is a sure
winner.
Word of mouth
The
best-known communication method since time immemorial however, remains
good old ‘word of mouth’. The more people you have spontaneously
remembering, choosing and recommending your brand to another, the
greater your share of heart and pocket.
This is the Holy Grail of experiential and direct marketing communication.
In
conclusion, companies need to invest in a forward-thinking marketing
agency that has an eye on, and expertise in, the myriad options that are
available and the corresponding communication channels.
The reality
Having
a team of expert marketing professionals by your side to assist and
advise you through an unstable climate is highly recommended for any B2C
and B2B business.
Many managers think that they know
better. After all, they are the ones that hire the agency, right? Wrong.
The reality is, unless you have spent over 10,000 hours focused on as
specific discipline, you don’t.
That is where agencies
get their edge because they live, eat and breathe communication and
bring several lifetimes of valuable experience to your desk.
The
wide range of services, skills and breadth of knowledge an agency can
provide is guaranteed to help your business thrive and stay highly
competitive in your industry.
In a nutshell, marketers must think out of the box to knock out uncertainties.
Joanne Mwangi Yelbert is the group chief executive of Professional Marketing Services. Email: joanne.mwangi@pmsafrica.com
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