SME MARKETING research . A pilot will reveal that there are people willing to purchase and give glowing reviews . Even so , sustainability requires money and patience .
After the excitement of a sales promotion , you need to spend time on building deep product knowledge to ensure long-term product consumption . Underserved markets include people who are disadvantaged which could affect their overall literacy . It is also important to come up with a ‘ trust building ’ strategy to ensure product adoption .
As you build your marketing campaign , first create the wow factor with an immersive market activation , and then invest in the business building process with local champions . Work with the community . Offer training and entrepreneurship opportunities to the people within the area that you want to sell to . They will share information on your product with others , helping to increase penetration and build loyalty . Think of them in the same way as you would your social media ‘ influencers ’. Invest in on-ground ‘ influencers ’ to reap long term rewards .
Get Visual and Audible
It takes a brilliant creative team to come up with a campaign slogan . When the slogan seems perfect , it
“ The Bottom of the Pyramid is a gold mine . It ’ s a marketer ’ s paradise . Multi-nationals are consistently thinking of strategies to infiltrate this mass market and make profits by solving market needs .”
is met with cheers of enthusiasm within the board room . What happens beyond the boardroom ? Is the target market as enthusiastic as your team ? Are they saying your slogan three months after the campaign ? Did it resonate with them at an emotional level ?
Marketing teams spend months coming up with creative slogans , and then execute for a brief period . I believe that there should be equal time and effort on both creating the campaign and executing it . Often , this execution includes the slogan on posters , branded vans , billboards , and other print material .
I suggest that to ensure resonance of the message , try visual and audible communication as key elements when creating your slogan or marketing idea . This will transcend any literacy challenges you may face with the target market . In this case , visual goes beyond television adverts to messaging that is put on posters , billboards , and other visual materials . Can your ad campaign primarily include images that communicate the marketing message clearly ? Audible requires imagination . How can your target market consistently hear your brand beyond the use of radio ?
C . K . Prahalad says that success in Bottom of the Pyramid markets will break existing paradigms , challenging your conventional wisdom in delivery of products and services . It doesn ’ t matter what size your business is . You have an opportunity to benefit from this market with the right approach and understanding . If you are targeting this market , go beyond the board room and study the frameworks from the past that influence the decisions made today . This will be well worth your while . ■
Valerie Ambetsa Siganga is the Growth Strategist at Pink Africa Marketing , a Marketing Agency that helps businesses grow . You can commune with her via email at :
Valerie @ pinkafricamarketing . com .