SME MARKETING
The Changing Face Of SME Marketing
By Valerie Ambetsa Siganga
Calm Before the Storm
Over the last few months , I have become remarkably familiar with movies on Netflix . My personal favourites are those about survival , especially around natural disasters considering the year that was 2020 . This had me thinking of disasters and what SME ’ s have just gone through .
Picture this , you are caught up in a massive earthquake . There is extraordinarily little forewarning , so all your survival decisions are based on instinct and adrenaline . To top it off , after the earthquake , there is a massive tsunami , and you find yourself hanging on to a tree for dear life .
After the tsunami , is a sense of calm , and you are glad that you found a place to stay safe while the waters recede . Before long , you can climb down your tree and get your feet on firm ground . All around you is devastation , but one thing makes you glad and gives you the motivation to keep going - and that is YOU MADE IT !
Now that 2021 has begun and you have made it through the tough 2020 , you have excellent plans to get back on your feet and into the business of thriving rather than surviving . However , keep in mind that earthquakes have aftershocks , and these come with their own devastation . I will explain this in a moment . For now , here is a look at how marketing may be changing in this year .
Changes in Modern Trade
An excellent way to interact with customers is directly through modern trade engagement . In modern trade , you get to educate your customers , encourage them to purchase your product , and reward them where possible . There is opportunity to sample customers or carry out product demos .
As Covid-19 numbers continue to go through ups and downs , customers are much more wary of interacting with sales promoters . For outlets that allow these promoters , there are other concerns revolving around health , including what the promoter should wear , medical tests and Covid status .
For the SME , this can significantly increase expenses , with results being disappointing as customers are concerned about interaction . Furthermore , it is now a little tougher to deliver elaborate customer experiences - not impossible - just a little tougher . This means that SME ’ s need to carry out a thorough risk and reward
Now that 2021 has begun and you have made it through the tough 2020 , you have excellent plans to get back on your feet and into the business of thriving rather than surviving . However , keep in mind that earthquakes have aftershocks , and these come with their own devastation . assessment before considering modern trade activations .
Opportunities in Traditional Trade
Traditional trade faces a different challenge , and that is liquidity . With so many people at the bottom of the pyramid losing their jobs , money is tough to come by , and spending decisions are made with increasing discretion . For marketing activities , there is more freedom due to less stringent requirements than modern trade to interact with the target market . However , this situation could change rapidly , and that is down to the aftershocks of the earthquake , like the activities leading up to the upcoming Kenyan presidential elections in 2022 .
Election years can be unpredictable , though there is always incredible caution because market conditions can shift swiftly . During the campaign period , there is one activity that you can count on . That is , politicians carrying out rallies to reach their constituents and directly interact while sharing their promises and manifestos . When this happen , it is not uncommon for these politicians to ‘ uplift ’ their people by distributing much needed funds . That means that at some point in this year , those at the bottom of the pyramid will be highly liquid . Therein lies the opportunity for the SME .
Marketing in this environment requires strategic thinking and plans in place to avoid danger or violence . If done right , this could be the year for an SME to thrive , targeting the mass population with well thought out activities . In addition , once restrictions are lifted for politicians
70 MAL40 / 21 ISSUE