Neta Nwosu
The global turns out to be waiting, waiting for something to happen.
Meanwhile, corporations seek to survive. Those who have closed their doors in reaction to the rules of the government pandemic plan what to do next, and those who are allowed to open are under pressure to comply in difficult circumstances. There are not enough raw materials; blocked roads do not allow the delivery of products. Customers are in some blocking variation.
Marketing managers want to take a step back and reconsider their entire strategy. By deferring and canceling the maximum of their action plans, marketing groups want to reconsider and temporarily create short- and long-term campaigns.
No more events, parties or whimsical influencers. Consumers no longer see brands as a personality team or symbol to help them in their external perception. They are now focusing on “survival” with limited and essential products, risky through possible loss of task and under the risk of a worrying virus.
Brands have stopped their classical communication to begin to link to the urgent desires of their consumers and society, rebuild the appointments of their visitors and thus build a new communication strategy.
But for starters? Where do we focus?
The starting point must be to perceive the consumer. Consumers have recently faced a new reality, new barriers and problems. If we consider the hierarchy of Maslow’s theory of desires, we can see consumers seeking to satisfy their physiological or basic desires.
They pass degrees of ‘estimate’ and ‘self-realization’ at the base of the pyramid, where ‘physiological’ and ‘security’ desires are critical due to the existing crisis. As a result, many brands adapt their communication messages from the symbol and personality goals to more sensitive topics. For example, some brands produce disinfectant gel instead of beer or soft drinks, enthusiastic rather than cars, medical uniforms instead of fashion items.
During the crisis, communication is important in two ways:
From company to customer, using primary media channels (digital, social networks, television, radio), but also through more classic and personalized channels such as phone, email or SMS. This communication strategy is suitable for B2B (Business-to-Business) corporations with a database of unwavering customers, who can be contacted via a personalized phone call or email.
From the visitor to the company, pay attention to consumers and answer their questions, being proactive and flexible. Companies want to pay attention because they want to provide the most productive visitor service, even when they cannot sell or serve products. Also, because customers seek help, they want to feel understood even if their wishes can’t be fulfilled right away. Despite the distance, our workers will have to show empathy and pay attention.
Active listening can also be achieved through interviews, visitor surveys, blogs, and virtual analytics teams. Marketing groups want to focus on understanding the customer to provide greater service and expand cutting-edge products. Create a blog and ask your clients to express the blocking percentage of their reports (ethnographic research). From your CRM database, run short surveys to identify your visitors’ existing wishes. Monitor and analyze your customer’s habit on your website. Today, everyone looking for equipment is available, affordable and easy to use.
What’s next?
Do not wait until partial locking is complete. Prepare other scenarios and be able to redefine your marketing strategy and classic marketing mix.
You’ll probably need to re-segment your market. Traditional targeting won’t be enough to help you target the right consumers and expand cutting-edge products or services. Your consumers will be risk-averse, health-conscious and incredibly valuable. A recession, combined with a possible devaluation of the naira, as well as countless losses of tasks, will negatively affect many categories.
Consumption patterns, mainly between the middle and upper classes, will change. The average customer will stay at home, developing their virtual use and looking for reliable and health-conscious brands. On the other hand, low-income segments (base of the pyramid), customers living on one or two dollars a day, will continue in survival mode. Companies that offer products for this segment want to be informed about how to adapt their products to economic concepts, packages or services.
When reviewing your Marketing Mix (4P), consider the Prize as the maximum critical factor, but not the other Ps. New value sensitivity will force corporations to focus on their high-end brand and cost brands. Consumers will expect to get the value of their money. Consumer brands will suffer if their perceived cost does not increase. Companies can choose to expand smaller containers, as well as the beverage industry, with envelopes for milk, water or spirits. Another option is to upload ingredients or supplements to the existing recipe (vitamins, minerals, flavors). You can also restructure your annual services, promote them through modules or reduced proposals (short-term subscriptions, modular studies). In other words, be artistic and innovating.
From a promotional point of view, do not stop supporting your logo. In the after-the-2008 crisis, corporations that have not prevented an investment are the ones that recovered the fastest. So even if you’re focused on reducing spending and managing cash, strategically invest in your main logo. Your logo is more vital than ever.
No doubt your point of sale and your home chains will be affected. In the short term, consumers will return to paints and in less than a year we will adapt to the “new” standard, with higher online intake and consumers focusing on strong and reliable brands.
Take a step back and be in a position for the future.
Vanessa Burgal teaches at Lagos Business School.
The Nigerian Council of Advertising Professionals (APCON) has announced the arrival of a new programme for the Professional Diploma in Advertising (PDA). The programme, which enters into force in December 2020, repositions what has been in position since 2010.
According to one issued through APCON last week, Part 1 of the PDA exams for the November/December 2020 plan will be based on the new program. Candidates registered in the past in the PDA who will pass Parts 2 and 3 of the exams will continue to be evaluated in the previous programme until May/June 2021, when they are expected to have left the programme.
“The new program includes five courses in all 3 parts of the program, as has been the case so far, with changes in course titles and content to reflect the wisdom and skills of advertising professionals,” said Ijedi Iyoha, ACT registrar and CEO of APCON.
The new program is the product of a careful review of the Professional Diploma in Advertising program that includes contributions and technical reviews through eminent advertising professionals and is chaired by Dr. Josef Bel-Molokwu, former Registrar and CEO of APCON and covering a two-year period.
Ijedi suggested to prospective applicants for the Professional Diploma in Advertising (PDA) familiarize the property with the new program to be offered at APCON offices in Nigeria and will be provided to applicants when registering for exams.
The Professional Diploma in Advertising (PDA) is the legal educational qualification for registration as an advertising professional in Nigeria, in addition to a bachelor’s degree or a higher national degree in mass communication, marketing or graphic arts received from a department/institution accredited by APCON.
International Breweries Plc (IB Plc), a proud member of the AB InBev family, the world’s brewer, recently announced its unaudited effects for the six months ending June 30, 2020.
As a component of corporate’s proactive measures, the sales charge maintained a downward trend in the quarter. This was accompanied by rigorous charge controls launched at the beginning of the year and the strengthening of the deadlines of its credits to better position the corporate to return to competitive growth.
While the quarter may not have ended strongly enough, the effects show that the company has made significant progress in some of the other critical spaces indexed above, demonstrating its commitment to building a business that will survive by consolidating the methods implemented. on the path of profitability with a higher return on investment for its shareholders. In addition, International Breweries continues to gain market share, which has propelled it into the largest beer subsector of the moment in Nigeria.
Meanwhile, the company celebrated its 43rd AGM on Tuesday, July 21, 2020 at the Legend Hotel, Ikeja, Lagos. The assembly was conducted by power, in strict compliance with the rules of social estrangement and the directives of the federal and state governments of Lagos.
The general meeting of powers approved through the Corporate Affairs Committee was held in a practical manner and shareholders had the opportunity to vote on all resolutions submitted to the assembly, chaired by Non-Executive Director Michael Ajukwu. The assembly was broadcast live on YouTube, allowing the participation of those interested in the assembly, a sign of transparency of the company.
CHINI Africa, the official representative of the Cannes Lions Festival in Nigeria and the pitcher awards organisers have announced Nigeria’s number one noodle brand, Indomie instant noodles and Power Oil through Dufil Prima Foods Plc, as 2020 winners of the prestigious Pitcher Advertiser of the Year and Public Relations Management and Reputation Awards respectively.
The 2020 edition of the festival has won programs from countries in Africa, Nigeria, Ghana, Senegal, South Africa, Kenya, Cape Verde, Tanzania and Uganda.
The Pitcher Awards were presented to the logo in an online rite on July 4, 2020. The rite of awards is a component of a series of occasions called pitcher Festival of Creativity, which adds seminars, exhibitions and academic systems designed to celebrate and publicize creativity in Africa.
Since entering the Nigerian market, Dufil Prima Foods products have surnames in Nigeria and other parts of Africa. Over the years, the company has created several stories that have had a strong resonance in all categories of audiences, adding young people and mothers. Some of his most successful campaigns have gone beyond promoting products to motivate self-discovery, self-expression and non-public progression among consumers.
Neta Nwosu Global turns out to be waiting, waiting for something to happen. Meanwhile…
The Nigerian Diary
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