DAO

Dolapo Akinola Omojola is a market analyst with hands on experience in strategic development and brand building using market research tools. An ardent believer in insights driven innovative solutions. She is passionate about the role of insights in creating value growth for brands and businesses.

#Consumer Speak: Radio Adverts that Resonate

Posted on Posted by DAO Categories Nigerian consumers

A long time ago, before television was invented, the radio was the most significant appliance in many homes. It was an exciting medium for informing listeners about what was happening in locations they couldn’t visit. People listened to the radio for stories, news, and music. I recall as a young child, we used to get enthusiastic when listening to the radio.

Today, there are remote locations and areas where radio is still the only method of getting information (e.g. Many rural parts of Nigeria where  infrastructure and internet are yet to be known, have radio as the most affordable and most available form of medium). I almost never drive without being tuned in to my favorite radio station.

While, I will be reviewing five radio advertisements here, and sharing perceptions of how each advert resonates with its listening audience, I am reminded of when I was a radio host at the Osun State Broadcasting Radio (OSBC, Ile-Awiye) in Osogbo, Osun State, Nigeria, where I presented the Sunday Live Program. I recall being eager to entertain my listeners with Sunday Morning jams as Christians prepared to attend church. It was an  exciting time for me.

Hope you enjoy reading the reviews!

#Just Eat radio Advert

The “Just Eat It” commercial is an advertisement that informs viewers about the “Just Eat” service. Using Just Eat, customers can place online orders for delivery from a variety of eateries.

The commercial features a variety of people who are starving but don’t want to cook, so they sing the refrain “Just eat it, just eat it.” The song suggests that people can order food from restaurants and have it brought to them rather than prepared. According to the advertisement, with the Just Eat Online orders, a person may order food from their preferred restaurant and have it delivered to their door if they are hungry but don’t feel like cooking.

As someone who is visually inclined, I found the advertisement straightforward enough to evoke my imagination. Having a clear understanding of how to order a meal online helps immensely. The advert educates listeners about alternative methods of getting food quickly from fast food restaurants. Whenever one needs to eat, one can easily recall “Just eat it, just eat it” because it is repeated often. The advert is a clever and fun marketing effort that successfully communicates the convenience and simplicity of Just Eat.

The radio advert demonstrates the simplicity of service access and delivery while indicating the value proposition of food delivery joy. In this advertisement, humor and appeal are used to inform potential users about the service, helping to convince them to give it a try and perhaps to adopt it later.

Although the adverts message might not be relevant to all viewers, it successfully reaches those who prefer entertainment and convenience to cooking and dining out. The campaign’s tagline is memorable and catchy, and it clearly communicates the value proposition of offering a hassle-free way to order food.

#Volkswagen “Radio Stories” Advert – https://clios.com/awards/winner/digital-mobile/volkswagen/road-tales-74075  Campaign of the Week / Volkswagen, Road Tales

The “Volkswagen Radio Stories” advertisement promotes Volkswagen automobiles. The advertised product is the Volkswagen car brand, with a focus on the dependability and longevity of Volkswagen vehicles.

In the narrative, the family travels through various landscapes and encounters many animals, including a bunny, a bear, and a squirrel. The family enjoys listening to the various tales each animal has to share.

The advertisement uses nostalgia and sentimentality to elicit an emotional response from listeners. The commercial includes a series of short stories told from the perspectives of people who have owned Volkswagen vehicles for many years. The stories highlight people’s emotional attachments to their cars and the memories they create as they remember events and places. The advertisement aims to persuade people that Volkswagen cars are dependable and have a long lifespan. To the listener, Volkswagen cars are more than just a vehicle; they are a companion that can be relied on for many years, according to the value proposition.

However, the advert emphasized emotional appeal above Volkswagen automobiles’ features and advantages. The stories could make you feel something, but they don’t tell you much about the characteristics, details, or capabilities of the autos being advertised. Another aspect that the advert did not address is that younger people, who might not have the same emotional attachment to cars as older audiences, may not find the advert compelling, which may limit the audience because it primarily targets older consumers and those who have owned VW vehicles for a long time.

Overall, the “Volkswagen Radio Stories” advertisement is well-crafted and effectively targets people who value dependability and longevity in their vehicles. However, the advert lacks emphasis on the features and benefits of Volkswagen vehicles, as well as a potential limitation in reaching younger audiences.

How certain are they that I want to drive with my kids in the car?  Perhaps, the Volkswagen car models with these elements appeals more to people who have a strong sense of family.

#Motel 6 Radio Campaign- https://aef.com/ad-campaigns/motel-6-radio-campaign/

An advertisement for the Motel 6 hotel chain was run on the radio under the “Motel 6 Radio Campaign.”. The advertised product or service are hotels, with a focus on the convenience and affordability they provide for travelers.

A blend of comfort and utility was utilized in the appeal to elicit an emotional response from the audience. The marketing effort stressed the practical advantages of staying at a Motel 6, such as their affordable rates and handy access to highways. The advert also emphasized the cleanliness and comfort of Motel 6 hotel rooms, using expressions like “We’ll leave the light on for you” to imply a kind and welcoming atmosphere.

The adverts campaign’s goal is aimed at influencing customers to pick Motel 6 over other lodging options when they are traveling. In other words, travelers might save money by staying at Motel 6 without compromising their comfort or convenience, according to the value proposition. The campaign’s key message was that Motel 6 is a dependable and trustworthy option for tourists looking for a cozy, reasonably priced hotel. Also, the advertisement attempted to foster trust and persuade customers to pick Motel 6 for their upcoming trip by highlighting the useful advantages of staying at one and adopting a kind and welcoming tone.

One downside of the advertisement is that it may not appeal to people who value luxury or high-end amenities in their hotel accommodations. The advert is primarily aimed at budget-conscious travelers who value affordability over luxury. Another clause is that, aside from the low price point, the advertisement does not provide much information about the specific features or benefits of staying at Motel 6. This may limit the advertisement’s persuasiveness for people looking for more information about Motel 6’s amenities and services.

#3PM Brainstorms Mars Advert-  https://aef.com/ad-campaigns/3pm-brainstorms/

The “3 pm Brainstorms Mars  Radio Advert” was made for consumers of Mars chocolate bars, with a focus on its ability to satisfy hunger and provide a quick energy boost during a busy day.

The emotional response the advert elicits from the audience is a combination of indulgence and practicality. With the tagline “A Mars a day helps you work, rest, and play,” the campaign emphasizes the indulgent pleasure of eating a Mars bar. At the same time, the campaign emphasizes the practical benefits of eating a Mars bar in the afternoon, such as a quick energy boost to power through the rest of the day.

The advert’s  goal is to convince consumers to choose Mars bars as a snack alternative, especially in the middle of the day when people frequently experience a drop in energy and productivity. The value proposition is that by consuming a Mars bar, consumers can treat themselves to a tasty treat while simultaneously receiving an instant energy boost to go through the remainder of the day.

However the commercial suggests a bad snack choice as a quick source of energy. While a Mars bar may give a temporary boost of energy, it is also high in calories and sugar, so eating them frequently as snacks may eventually cause health problems. Moreover, the marketing makes no mention of the Mars bar’s nutritional content. While the advertisement highlights the useful advantages of the chocolate bar, such as the energy boost, it makes no mention of any possible drawbacks of ingesting a high-sugar snack.

The “3 pm Brainstorms Mars Advert” is primarily directed at people who are searching for a tasty and useful snack alternative that can keep them motivated and productive throughout the day. The campaign seeks to create an association between eating a Mars bar and the luxurious pleasure it provides as a mid-afternoon pick-me-up bar itself, with a focus on its ability to satisfy hunger and provide a quick energy boost during a busy day. Yet, the promotion of an unhealthy snack option as a rapid energy boost and the absence of information regarding the nutritional value of the product are demerits of the advertisement.

#The State Farm Radio Advert-  State Farm Radio Commercial

To elicit an emotional response, the “State Farm Radio Advert” employs the safety and security appeal. The advertisement emphasizes the importance of protecting your family and home to persuade people to purchase State Farm Insurance for their home and family. The State Farm advertisement conveys the benefits of the advertised product or service clearly and concisely. Individuals looking for insurance or current State Farm customers are targeted. The advertisement is aimed at people who value community and neighborliness.

The message of being a good neighbor and helping others in the advertisement is a positive message that  resonates with listeners. The use of celebrities or well-known characters by the brand draws attention to the commercial and creates a sense of familiarity. However, the message of the advertisements comes across as vague or generic, and listeners may struggle to see how State Farm’s insurance products are specifically related to being a good neighbor. Furthermore, the reliance on celebrities or popular characters may not appeal to all viewers.

The value proposition of the advertisement is that State Farm Insurance provides peace of mind in knowing that you and your family are protected in the event of unforeseen circumstances.

#Burger King Confusing Times  Advert “Sneezing into bumping Elbows”–  https://tinyurl.com/3ur284rt

The “Confusing Times Radio Advert” by Burger King was a marketing campaign launched in response to the COVID-19 pandemic. The campaign emphasized the difficulties that people faced during the pandemic, such as confusion and uncertainty, and how Burger King was there to provide comfort and support.

The advert’s target audience is most likely the general public, particularly those affected by the pandemic, including individuals who were feeling anxious or uncertain during the pandemic, as well as those looking for a sense of community and support.

The advertisement’s message of providing comfort and support during a difficult time was both positive and relatable. It acknowledged people’s difficulties and positioned Burger King as a brand that understood and empathized with its customers.

The advert’s value proposition as intended by Burger King was to  provide a sense of community and support during a difficult time by stating that it was still open and ready to serve its customers.

However, the advert’s messaging and visuals were quite bleak, lacking luster and life, which some listeners may perceive as depressing or negative. Furthermore, the campaign’s message of “We’re here for you” comes across as deceptive or opportunistic, given that Burger King is ultimately a for-profit fast food chain.

Overall, Burger King’s “Confusing Times Advert” seems like a well-intended advert seeking to comfort and support its customers during a difficult time. However, its messaging comes across as depressing or deceptive, and its value proposition seemed lacking in authenticity.

References

  • https://www.clioawards.com
  • https://www.adforum.com/award-organization/6650176/showcase/2019/ad/34606220
  • https://aef.com/ad-campaigns/motel-6-radio-campaign/The Richards Group
    https://www.radiocentre.org/how-to-do-it/creativity/get-inspired/

#Consumer Speak- TV Adverts with Impact

Posted on Posted by DAO Categories Nigerian consumers

Whether in your living room, office, car, bus or even while flying or jetting on a boat, people worldwide can view millions of advertisements from anywhere. In contrast to a century ago, today, advertisements are distributed and can be seen by anyone from any platform to entice and elicit a pre-determined action or reaction. These advertisements often contain subtle hints of what will make consumers buy companies’ products or services without even realizing the effects the adverts had on their final purchase.

Embedded in these advertisements are indirect messages that make consumers buy products or adopt a service without even realizing it. It could be the jingle, the actors’ ages, memorable moments in the scene, or anything else the company trying to sell its product, uses. The first television advertising commercial (TVC) was aired on July 1, 1941, before a game between the then-Brooklyn Dodgers and the Philadelphia Phillies. Since that time, television adverts or commercials have evolved. Today, television advertisements are created to be viewed via digital platforms through online advertising.

 
   

In this blog session, I will analyze five award-winning television commercials (from an educational angle) made within the last two decades. The essence is to highlight the effectiveness of each commercial and how these television adverts powerfully impact the brands they represent in having the desired effects they set out to achieve on their consumer audience.

  1. The Pedigree Child Replacement Advert-TVC – Treehouse

Talk about missing your kids after they are gone, and suddenly you realize the house you spend so much time trying to keep clean or put in order is empty, and you find yourself staring at your reflection in the mirror or tossing and turning in the beds at night. Dinner time is no longer something you look forward to because your loved ones (children, spouse, partner, etc.) can no longer share time with you.

The advert is about how The Pedigree Child Replacement advertising campaign aims to pair abandoned dogs with lonely parents/individuals. The aim was to increase ‘dog adoption’ and find a home for dogs in the shelter by pairing them up with individuals missing their children. Pedigree and the dog adoption agency were driven by how abandoned dogs could find a home while also assisting adopters to fill the void of the loneliness and emptiness they felt. This advert targeted empty nesters in Australia. The advert used solid emotive scenes in the different advertising variations to help the target audience realize there is a solution to the problem of loneliness by adopting a dog. Not only that, but the dog can also take the place of a loved one.

As much as this advert plays on the emotions and humor of the audience and seeks to do social good by finding placement for homeless dogs, the truth is that a dog cannot replace a human, as such I find the advert a little cheeky for making the assumption, that a dog can replace a ‘loved human.’

Well, maybe in companionship, but never in the reals sense of it!

  1. Bedtime Stories for Kids of the Incarcerated- https://tinyurl.com/d8tmvfak

This advertisement resonated deeply with me because I worked with the Re-entry Program in Hoke County Raeford for about a year during the pandemic, and it is a program I developed a passion for.

The advert is about the “Bedtime Stories App” aimed at helping incarcerated individuals keep in touch with their kids by reading bedtime stories to them. These bedtime stories are then shared with the kids, and the voice is uploaded to the app, where they can read along with the story (at a later time).

This advert was designed to help reduce the trauma children and fathers experience while being separated from their families, especially the effects of separation experienced by children.  In 2007, approximately 744,000 (92 %) of the nearly 810,000 parents incarcerated were fathers (Glaze & Maruschak, 2010).

Walmart was the lead supporter of the program promoted via the advert. The Retail Giant provided the financial resources to develop the app and maintain the program with ConTextos at Cook County Jail.

This advert has the potential to impact the recipients profoundly because of the simple descriptive way in which the audience can view the app’s usage and how it delivers a powerful bond with families, helping foster and bring about unity despite the distance. This impact is further enhanced when families can break the barrier of access to loved ones regardless of the prevailing conditions- “Parental incarceration, along with other events such as parental death, divorce, or experiencing or witnessing violence, events identified as an adverse childhood experience (Children’s Bureau: 2021)”

This advertising campaign, for which Walmart was a significant contributor, speaks to the company’s value proposition of “Save Money. Live Better.” The campaign goes beyond portraying Walmart as a company that goes beyond “offering low prices on quality items to customers…” to honestly promoting the “Live Better” aspect of their value proposition by keeping families together.

The sponsorship of the creation of the Bedtime Stories App was able to  contribute to keeping families together and strengthening members of the Cook County community, promoting love and togetherness with children of incarcerated fathers.

  1. Sony Interactive Entertainment / PlayStation-Play Has No Limits feat- Kenshi Yonezu– https://tinyurl.co

    m/22cr5tj6

This advert had me sitting on the edge of my chair as I watched. I like how they put “dramatization” right at the beginning of the advert. The use of action and Greek-inspired costume and location evoke medieval times. The localization and outstanding audio usage were unique and had me looking to see what the advert was about. My imagination did not prepare me for the emotions of expectation and suspense to see what was coming next for the game product. Call me old-fashioned!

I like the use of the female gender as the central focus on the battleground scene- which was unexpected. It evokes the emotion that the brand is for everyone. The advert elicited a solid functional feeling that the audience will experience ‘limitless possibilities’ during the product interaction via the imagination of experiences awaiting the user during play.

Recorded reactions show that the concept of the advertisement was to promote the idea of “Playtopia” which means “Game Means Everything.” According to Sony Interactive Entertainment, the advertisement aims to “unleash new challenges and push limits for its global gaming brand.”

This advert is quite compelling in its narrative, visuals, and choice of action scenes. Given its proposition, “Play Has No Limits”, the advertisement was recorded to have 127,097 online views and comments after it was released, highlighting its impact on its audience and the concept being proposed by the advert.

  1. “The Man Your Man Could Smell Like” Old Spice Men’s Body Wash Advert” https://youtu.be/owGykVbfgUE

Old Spice brand launched this television (also featured online) campaign in 2010 tagged “The Man Your Man Could Smell Like,”- which birthed the launch of the 33-second television advert that used the charisma actor- Isaiah Mustafa. The advert adopted a humorous + abstract tone for this advert- it also featured a monster version of it.

The advert is quite apt and straightforward in communicating its message, making it suitable for both TV and digital. The advert is also vital in directing its communication to women, mainly by saying, “Hello Ladies, look at your man, and back to me….”

In 2013, I was privileged to participate in a mock campaign that sought to recreate a similar movement for male-positioned body washes for the Nigerian market. I worked with one of the large FMCG companies with a presence in the Nigerian market.

The Old Spice brand launched this campaign in response to category insights highlighting that “women make sixty percent (60%) of purchase decisions.” The category team explored this insight to create a compelling advert to ensure women purchased Old Spice instead of other brands. This was to curb other brands trying to steal Old Spice’s brand equity as a male-positioned body wash, which it had garnered by inventing body wash for ‘men only.’

This Old Spice advert campaign produced more dramatic Old Spice Award-winning television adverts. It was reported that this advert campaign had a dramatic impact on the bottom line by increasing the sales of Old Spice Red Zone Body Wash by sixty percent (60%) from the previous year, breaking the fifteen percent objective that was targeted.

  1. DHL “No Time to Die” Advertising Campaign https://youtu.be/Xks9IjNuLaY

The advert features the exciting James Bond Car Chase Scene iconic to all “007” movies. The advert was created using Aston Martin DB5 driven by James Bond’s movie stunt driver, Ben Collins. The advert uses the iconic chase scene to establish that DHL is committed to excellence as a brand. The advertisement, set in Shanghai, follows a DHL courier as he sets out to deliver a critical package to James Bond. The handover is interrupted as he arrives at the designated location to meet Bond, and a high-speed car chase ensues. While 007 is being pursued through the streets, the courier navigates the chaos to safely and efficiently deliver the package to an updated delivery address.

In contrast to the practical way that many logistics and courier companies are perceived, the advertisement uses storytelling to elicit a solid emotional perception of the brand. This is a powerful way to shift the audience’s perception of logistics services from their delivery functionality to the painstaking efforts to ensure packages are delivered on time- as depicted by the chaos avoided to ensure the package is delivered safely to the desired destination. This gives a different twist to how the brand is seen, considering that many logistics brands are perceived from a functional point of view, even though there is a bit of exaggeration as to,“How often will a courier van encounter such chaos in trying to deliver a package?

Let me leave that to your imagination!

 

References

#CustomerSpeak- Improving customer retention and loyalty through the brand promise

Posted on Posted by DAO Categories Branding, Customer Insights, Customer Satisfaction, Innovation

Just recently, I switched from a brand of internet service provider to another because I just was no longer connecting to them anymore. Why? I had been using this brand consistently for quite a while and not once did I feel appreciated or noticed for my loyalty. Not even a birthday text on my birthday or a thank you for being an esteemed customer.

I just felt like I did not mean a thing to them in spite of spending money on them on a regular basis, plus I kept having downtime issues with their service and I just could not take it any longer since they did not care to rectify my complaints.

I knew it would cost me a lot more to switch but I did switch to a new brand  without any thought of the cost of switching.

I bet a lot of us feel like this with some of the brands we use. Unsatisfied, Rejected, No attention, Unappreciated… Just to describe it in not so many words.  So why bother about feeling good about a brand?

Well, for me every one needs an emotional connection to everything we interact with as humans. This is the sole reason why we choose who we make friends with, do business with, get married to, associate with, etc.

Whether it is a product or a service, every brand lives to fulfill a promise and every brand strives to consistently live up to that promise no matter the circumstance- whether it’s a functional or an emotional promise.

However, fulfilling your brand promise through the functionality of your product is not just enough to keep me loyal to you.

As a brand there is a need for you to go one step further by creating an emotional bond. You may be asking why it should be this way. Well, as entrepreneurs or brandpreneurs, we all know that emotions matter, they drive relationships. I mean think about your own relationships with people, with brands, with products. We all have our preferred brands and the experiences associated with them. Studies in the past about loyalty and retention have found that brands that paid attention to ‘soft’ customer attributes like ‘friendliness’  or ‘caring’ have been rated higher on a satisfaction or performance scale.

So can brands build emotional connections with their customer such that there is a strong bond that can be uneasy to let go? I say YES!

Establish strong moments of truth at every touch point

Often times customers interaction with a brand is done through a touch point or moment of truth [this is the point where the customer experiences the brand whether directly or indirectly] such as during an advert, on a bill board, through a call center or even through referrals or word of mouth. Most times the customer is left with a lasting impression within that short interaction as to how the brand makes him feel.

Many brands do not pay attention to what impression they want their touch points to leave with the customer- this impression is more a feeling that does not go away quickly but keeps playing back in the mind of the consumer every time the thought of the brand comes to mind. This feeling should not be allowed to wane as the customer encounters it the first time but it should continue even during usage [functionality] to the extent of a bond relationship.

Let’s use the banking service as an illustration. For most people who own bank accounts, often times the most important moment of truth is the direct interaction between a customer and a member of staff, an ATM machine, or a mobile app.

Create an overlapping benefit of both functional and emotional

These touch points present the stage where the emotional brand promise can either be delivered or broken. So if for every time I try to withdraw money at an ATM machine of my bank it keeps disappointing me or it delivers for me speedily. This will not only determine the level of functional satisfaction that I get from the service I am given  but an emotional connection to the service of my bank is established- this births a true relationship that can only be broken once they fail in their functionality.

A result of this overlapping relationship of functionality that leads to emotional bonding has a meaningful impact on the depth and breadth of relationship a customer will have that can lead to profitable growth for the brand.

In a business context, the growth of a relationship cannot be defined as not only retention but profitability through breadth and depth.

Every business must strive to be able to measure this growth by understanding the latent effects these moments of truth have on their customers, without compromising customers’ functional benefits. To do this effectively one must adopt three basic tips which include:

  1. Fulfilling customers’ basic needs without any difficulty or hassles
  2. Providing consistency of functional delivery
  3. Delivering this functionality in a way that evokes an outstanding emotional experience

Once a brand is able to deliver on these three[3] basic elements customers begin to form trust. It can be interpreted both as people feeling they can trust a brand to deliver functionally and as people feeling that a brand they trust overall, one they are starting to have an emotional bond with.

The next steps are what complete the emotional connection – there is a sense of pride that needs to develop- Excitement! Excitement is a sticky construct.  Frequently, it is not always high among customers; when you create this you get true differentiation. Also, this is what leads people to pay premium price for a brand, and generates up-sell opportunities. Finally, at the peak of it all is being indispensable – where customers are willing to make small sacrifices or go out of their way to continue their relationship with you.

Brands can be profiled on each of the emotional and functional relationships such that they can identify strengths, weaknesses and opportunities via the competition.

Understand key retention influencers

It is important to be aware of additional influences that may affect customers’ decision to stay or switch the brand they use. Although dissatisfied, unfulfilled customers may stay with a brand for many reasons.  It may be that the supermarket or petrol station they use most often is the most convenient, and as long as this remains the case – they will continue to use this brand, despite being dissatisfied.

It may be that there is a cost related to changing brands – a penalty in leaving an existing ISP provider, or loss of interest on a savings account.

Unfulfilled customers to a mobile network may stay in order to avoid having to change their mobile number.  Unfulfilled airline customers may stay due to lack of airline options from their departure to destination airlines, or schedule availability. There are many tangible barriers that can explain the status of unfulfilled and satisfied customers.

Furthermore, there can be psychological or attitudinal reasons for unfulfilled or even just satisfied customers staying with a company.

Customers may simply not feel it is worth the effort or hassle to switch brands and remain unfulfilled with their current brand – perceived administration hassle in changing a bank account for example.

Switching barriers can be both a good and a bad thing- The higher the barriers the better amongst existing customers- as they will be less likely to switch.

Customer retention strategies should therefore focus on building the barriers through loyalty schemes, contracts, highlighting the risk of switching – or simply emphasizing the brand benefits – the fact that they have already made the best choice.

From a customer acquisition stand point, the lower the barriers the better – and in a market where barriers have a strong influence,  strategy should focus on breaking down barriers.  This can be done in a whole range of different ways, for example making it easy for an individual to switch brands or  building confidence by reassuring potential customers they are making the right choice.

In the end, discovering tangible and psychological barriers adds a great deal of insight in understanding the relationship segments, and how to maximize profitability for different target customers.

Looking to measure your customer experience index as a brand? Give us a call on +234 809 099 2902 or +1.910.587.8423 reach out to us at ask@mmonitorconsulting.com

#Taking Advantage of Nigeria’s Changing Media Landscape- An Opportunity to Wield Brand Supremacy!

Posted on Posted by DAO Categories Innovation, Lifestyle trends, Nigerian consumers, Nigerian insights

Nowadays, it is easy to assume media usage in Nigeria. What would this assumption be? That all media channels are controlled and monitored to deliver authentic and creative content- meaning that for any brand to reach and influence its target audience it must make use of one channel- most often television.

Perhaps, this may have been true of the Nigerian media landscape say nearly two decades ago. Today, this is no longer the case: Nigeria’s media usage, interaction and environment have become extremely dynamic, complex, fragmented and grappling. For brands to win customers and build loyalty, they need to understand and adapt their marketing strategies to the way people currently consume media

Nigerian consumers access information via multiple media channels and multiple screens. Today, digital media usage has increased considerably as the number of social media users continues to rise – twitter, facebook, instagram, linkedin; whatsapp in Nigeria is estimated to have around 40-60 million active users- significantly more than the total number of internet users in some countries. Mobile is now the number one channel for accessing the internet.

Challenging Economic Times

As the economy experiences turbulent waters, the Nigerian consumer has become savvier and value for money driven hence becoming increasingly aware of its relationship with brands. Invariably, for brands to sustain their strength there is a need for them to foster and reinforce customer relationships in a strategic way through the media channels being used.
The average Nigerian is looking to purchase brands for reasons beyond price- they are looking for choice, specialized products and true value products. Why? More Nigerians have had to re-adjust their lifestyle to enable survival and continuity within the current economy.
To adopt new users and retain existing customers, brands need to develop strong value propositions by identifying their markets, understanding what they want and designing a variety of features, pricing, positioning and packaging that will engage consumers at a deeper level, by communicating their value proposition clearly, being precise in their targeting and messages and understanding which media channels to use and how to use them effectively.

Differentiation equals customer retention

Strongly communicating and creating differentiation is an important criterion in retaining customer loyalty. According to recent findings on the relevance of a PEPSICO CSD brand, differentiation is important for consumers because they associate specific superior performance with multiple brand benefits. Hence brands must seek to:

  • Build on their innovation within current offering in packaging,
  • Deliver an emotional user experience with their offering
  • Consistently tell a story that is core to the brand’s DNA

Doing these will move it further up the differentiation ladder. According to Anne Czernek- a Digital Trends Research Expert, well differentiated brands are also 12 times more likely to grow in value than brands with only average differentiation.
Sensible differentiation is more than “being new”- The difference needs to benefit customers in a distinctive way that they recognize and appreciate it and brands need to communicate this in a clear way: a memorable advert can easily leave people entertained, for example, but without any clear understanding of why to select one brand over another.

Build Trust

Trust is synonymous with brand consistency and strength. Many well known Nigerian brands lack consumer trust. As consumers continue to have the power of information at their fingertips through the penetration of mobile technology, brands must consider the need to build consistent credibility by clearly defining their vision and values.  Brands need to understand the essence of letting its customers see their reason for existing and the value contribution it serves to give to its loyal customers.

Make an emotional connection

There has never been a better time to be alive as a brand or business.There is a huge opportunity for local brands to use media to emotionally connect with their consumers at little or no cost at all.
Most Nigerian brands do well at communicating their functional benefits but very few excel at consistently engaging their customers at an emotional level. Brands with the ability to connect with their customers at an emotional level will be those who consider the cultural differences that exists across Nigeria’s multi-ethnic and multi culturally diverse society and seek to uniquely outline the factors that most contribute to customer bonding across different cultures while understanding the differences in media consumption- mostly in the commercially viable densely populated cities.
As digital media becomes more entrenched in society and the media environment becomes more complicated, brand owners may find that “ creating a bundle of smaller ideas with a consistent brand expression is more effective than looking for that one big idea ”- By considering each target audience and finding the best relevant channel for addressing them. This means the willingness to invest in multiple media with the aim to drive audience reach and impact with targeted messages.

Use engaging content

Content is ‘always’ king!  There has never been a more relevant time in existence when content consumption has been at the highest. Consumers continue to look for good stories and respond positively to activities that reflect a commitment to improving the society. A mix of traditional and social media activities has the ability to strengthen influence and brands need to realistically incorporate social media touch points into their digital strategies- By creating platforms for active conversations and listening to what customers are saying on these different platforms.  Brands can also start conversations with consumers and build clear and consistent brand images in their minds over time. There are different ways to engage existing customers by creating campaigns that align with customer needs through content creation that may include creating blog posts, videos, cartoons, photos and topical stories.

Consider multi-media exposure

As marketing budgets become leaner and brands have less to spend on advertising and communications, brands can leverage the use of multi-media campaign strategies to effectively reach its target audience by refocusing to include social media.
Nigeria’s GDP is predicted to grow around 4.2% in 2018- so the opportunity to do business remains bright as consumers continue to desire more value driven, indulgent, healthy and instant products.
Penetrating this vast and highly fragmented market will require deep understanding of the dynamics of Nigerian consumers, markets and media across multiple regions.
As a brand there has never been a better time to be alive!

#Do you KYC( Know your Customer)?

Posted on Posted by DAO Categories Customer Insights, Customer Satisfaction, Nigerian consumers

The acronym KYC (Know Your Customer) became quite popular in Nigeria within the last decade when the telecom and financial organizations were required to begin re-registering their customers in order to properly ascertain who is who.

Today, KYC is a familiar acronym to industries and professionals. Let’s take a closer look at what it means to KYC?

In local understanding, KYC simply refers to knowing the bio-data or personal information of the customer which may include their address, personal details, bio-data, and etcetera.
But is this really what it means to know the customer? To know your customer, you must really know your customer.

  • Customers are not just a head count; they are real people, with real problems looking for real solutions.
  • Customers are people who desire value and are looking to make an exchange for that desired value.

As a business in an economy like Nigeria, knowing your customer in the real sense can be the difference maker for your business to get to the next level. How? You may ask!
A lot of insights can be gained by merely seeking to understand your customers more.

How? By taking a walk in the shoes of your customer.

As a business, one must be willing to put away the ‘business administrator hat’ and “ride in the daily shoes” of the consumer in order to genuinely understand who he or she is before making a decision to go with your brand or patronize your company.

Remember, that understanding the roles and tension points of the client enables us create “value” that addresses those hidden tensions that the customer is unable to recognize, rather than just making assumed products or services for the target audience.

As we plan to develop our strategies for each new level of growth, let us not forget to plan with the perspective of using ‘outward-in’ strategies for developing customer improvements.

Bringing that external perspective into the board room strategies can lead to refreshing and valuable insights. Often times, the first hand interactions gleaned from customer visits or end-user home visits results in amazing and reality driven dialogue and solutions within the team.

In a nutshell, the key to making the difference is to become more informed and strategic in decisions being made and find that meaningful edge that makes you outstanding.

Find that trusted partner to help you glean hidden insights from your customers/consumers.

Never under estimate the power of the little things.

Have A fruitful Year!

customer satisfaction

#Creating a love bond with your customer.

Posted on Posted by DAO Categories Customer Insights, Customer Satisfaction, Innovation, Nigerian consumers

So the other day, I had issues with my current ISP provider and I picked up the phone and called the customer care line to have them find a solution to the problem and the response was nothing short of going on a trip to Hawaii and being told you will have to join a long queue before you can have access to the beach.

I am sure there are so many people who have witnessed the same treatment as I have across different product/service providers and often times we are put on hold, passed around from one representative to another, end up repeating the same information to all of them, and yet never get an immediate solution to the problem. What then is the point? Companies can create enemies for themselves by setting standards (that never gets met) for the brand through shoddy customer service.

In Nigeria, there’s a lot of hype from brands about their passion for the customer; from popular advertising slogans, used in the Telecoms, Banking and FMCG industries, one finds a lot of spend on “much ado about nothing” on ads that ‘praise-sing’ the customer.

In reality, do companies really care about the customer?

Are they really concerned about the impact of their communications on the customer? Do they really care if product pricing aligns with the needs of the customer or if their product meets consumers’ standards and fit into their daily lives and experiences?
There is a great disconnect between the value the average consumer gets from the brand and what the brand actually ends up presenting.

Different customer satisfaction studies have shown that more customers have affinity for brands that rate higher on customer satisfaction parameters and attributes than with those that have great products. Having a great product or brand is one key winning marketing strategy. However, ensuring that all stakeholders at all levels interacting with the product or service is happy is a more sustainable winning strategy. From internal stakeholders all through the value chain to the end consumer, satisfying the customer creates an overarching effect for the company’s bottom line.
Customers do not want to be taken for granted. Taking them for granted would mean you don’t care whether or not they take their money and loyalty to competition. What is more important to the consumer is the feeling, that they are getting their monies worth from using your product or service.

Companies need to move their brands from just meeting basic needs to ‘bonding with the customer’, and this would involve taking time to create a ‘WOW’ experience. This emotive benefit, which Brand Managers like to refer to as the ‘brand experience’ should entail a companies’ ability to look beyond the functionality of its brand to balancing it with an emotional experience that leaves the customer coming back for more each time.
The average Nigerian consumer wants to feel like he matters and is taken into consideration when the brand is being created.

How can companies create an unforgettable ‘experience’ with their brand?

1.Authorize the Brand Bearers
A company or brand may care about its customers but may not have the ability or ‘know how’ to show care. A company’s staff or employees are its “brand bearer”, there is a need to empower them to engage with and interact with the customer.
Having an “Open door Policy” portrays an organization as being sensitive to its customer pain points- By encouraging employees to build relationships with the company’s customers, through an open door policy. You build a relationship of trust and open-ness with your customers and this invariably leads to a more lasting relationship as the line of communication between company and user is consistently kept open.

2.Data
Most often times there is enough data just sitting within a company and one finds that no one bothers to look at it, or sometimes it is inaccessible. Companies should endeavour to create a process that can help trace or support “a single truth around the customer’s notion” of the company or brand functionality by sieving through internal customer data or generating external data that will give desired customer insights. The insights generated from these data are usually invaluable in helping the company correct issues and anomalies that it may have overlooked from daily interactions with its customers.

3.Insights
As stated above, finding insights about experiences customers have with our brands helps us to recognize the gap between helping customers meet their needs through our products, goods and services and what are the customers’ situations and feelings when they interact with our brands. Ultimately, this can be the motivation for incorporating unique brand experiences into the interactions that they have with the organization, because most of the time customers can tell, the feelings you have for them whenever they interact with the brand through existing customer touch-points.

4.Process
More companies in Nigeria, asides from a few multinationals, lack processes for dealing or handling certain customer issues. How can a company without a customer centred process solve customer issues? I would say that a lack of process or poor processes may lead to confusion and lack of problem solving. Companies or brands can become more customer-focused by having clearly outlined processes for dealing with customer issues.

Every customer has a different perspective and idea about how they interact with a brand or company. Change is constant and things are always evolving and no matter how hard you try you will never have 100% of your customers happy.

So how do you empower your staff, integrate data, generate insights and set up solid processes?
By realizing that the desire to please the customer and help them with their individual problem is the key to customer loyalty.

Let the customer know how much value you place on them by providing them with necessary information to make informed decisions that will ultimately translate to bottom-line growth for the organization and increase what I refer to as ‘a customer love bond’.

#Beyond business…the Intimate face of market research!

Posted on Posted by DAO Categories Lifestyle trends, Nigerian consumers

A while back, I got the awesome chance to speak at a market research conference about the intriguing challenges facing market research, especially in our beloved Nigeria – a country bursting with potential, set to become the 4th largest economy in the world by 2050. 🇳🇬

But let’s face it, our nation is no stranger to hardships. From inflation to unemployment and political shenanigans, we’ve got our fair share of hurdles. Yet, amidst it all, there’s an ever-growing middle class, urbanization, and a population that’s all about embracing that proudly Nigerian spirit! 🇳🇬💪

Companies have been doing their best to understand this new breed of consumers – they’re aspirational dreamers shaped by media exposure and a belief in a brighter future. But dang, it’s like trying to solve a puzzle with missing pieces in a market that’s as dynamic and unpredictable as it gets!

With all the current hardships, the big question is, will the average Nigerian youth put their dreams on hold or keep pushing forward against all odds? 🤔 Everyone’s reevaluating their lifestyles, spending habits, and what they consume. Nigerians love living it up, regardless of their socio-economic class. But how will the current economic conditions affect their habits? What adjustments will consumers have to make to survive these tough times?

Companies are also scratching their heads, wondering how these socio-economic conditions will impact their customers’ buying decisions. Will people be willing to give up certain parts of their daily life just to make ends meet?

There’s a whole lot of questions swirling around, and companies with active innovation pipelines should be (if they aren’t already) asking themselves these tough questions to nail down the right marketing strategy for success during these challenging times.

Let’s talk about market research – what’s its role in all of this? How is the global recession affecting businesses and their focus on consumer preferences? 📊

One thing that local market research organizations often overlook is the uniqueness of our Nigerian environment. Our diversity is what sets us apart, and we need to find ways to communicate and highlight our differences and similarities without drowning in a sea of data!

For instance, think about the average young Nigerian, all digitally savvy and upwardly mobile, spending five hours a day commuting, with 70% of that time stuck in crazy traffic jams. How can brands take advantage of this free window to make their journey less painful? 🚗

But here’s the real kicker – how can market research go beyond just data reporting to become a strategic partner for businesses? How can it truly add value to brands and help them connect with consumers on a more intimate level? 🤝

It’s time for local agencies to step up their game! They’ve got a major advantage in understanding the local terrain, especially in rural and suburban areas. They should be able to pinpoint and target consumers with laser precision! 🎯

To add that extra oomph to brands, research providers need to dig deep and go beyond the surface. They should help businesses truly understand their customers, build close connections, and identify macro trends that shape consumer behavior. It’s all about knowing what comes first for families and individuals, and how income fluctuations affect spending patterns. 🤑

Let’s not forget to explore new behaviors, sustainable lifestyles, and opportunities for innovation! And hey, it might be time to consider alternative solutions, like diving into the world of artificial intelligence! 🤖

With all these pressing issues at hand, we, as insights experts, have a golden opportunity to make a real difference. Let’s assist businesses in finding the best solutions for sustainable success in these ever-changing times. 🌟

Innovation process

#Insights to Innovation…the 3 little pigs & the Big Bad Wolf

Posted on Posted by DAO Categories Innovation, Nigerian consumers, Nigerian insights

Many of us remember the story of The 3 little Pigs and the Big Bad Wolf.  The story always fascinated me as a little girl.  As a little girl who was intrigued with many foreign folk tales, my take of the story was that the first two foolish pigs were quite dumb to think their choice of material for building a house will protect and save them from being eaten by the wolf.

I suppose it’s safe to assume that some of us have, at some point in our personal or professional lives, had to make poor judgments that led to difficulties, much like the first two foolish pigs who chose not to go the extra mile and instead opted for options that did not protect them.

Many start-up businesses and organizations operate in a setting that, to put it mildly, could be compared to the “Big Bad Wolf”; it’s hostile, demanding, and nerve racking!

Regardless of the hostile environment, it is critical that businesses have the right information about the area in which they operate in order to choose the most creative solutions that are most appropriate at any given time.

Making better decisions as an organization requires an understanding of your market. It’s just as simple for a corporation to “strike the bull’s eye” in a market as it was for the first pig in the parable to build his home out of straws. When you have to consider the effects of your choices and the immediate gains that will be made, it gets more complicated. Sometimes there are no winnings at all; instead, the big scary wolf consumes you.

It is  therefore crucial to comprehend the terrain being navigated and understand how to deal with the tough conditions that persist until one’s business fades into oblivion, especially as socioeconomic situations make decisions more challenging.

Like the foolish pigs- who had plans as to how they were going to protect themselves from the wolf- most large businesses have an innovation process in place. Feeding the innovation funnel takes detailed devotion- a task companies never really pay attention to.  Why?  Low or Zero Budget is the common excuse to why their innovation process is faulty…

Having the right knowledge is like building your house with bricks, knowing what to do whenever the wolf comes calling is another advantage. Most organizations are unable to build an innovation process that translates into commercial success because their ideation processes are more internal than external. An effective innovation funnel is one that successfully takes latent insights and generates them into commercially viable products or service.

I dare say that generating the right kind of insights with the ability to ideate a winning product or service doesn’t have to cost an arm and a leg.  There’s a lot of research you can do on your own and without much budget. What’s important is knowing the exact information required and where and how to look. Sometimes the information you need may be within what you already know about your product/service, your competitors and the market. All that is needed is for your to drill further to find the patterns.

Whatever the reason, failing to produce the appropriate insights to feed your innovation funnel is the equivalent of putting your product or service out of business before it even gets off the ground.

#Consumer trends in 9ja! What’s in it for local entrepreneurs?

Posted on Posted by DAO Categories Customer Insights, Innovation, Lifestyle trends, Nigerian consumers, Nigerian insights

According to United Nations statistics, about 65% of the total population of Africa are below the age of 35 years, and over 35% are between the ages of 15 and 35 years – making Africa the most youth full continent. By 2020, it is projected that out of four people, three will be on average 20 years old. More than 10 million young African youth arrive each year on the labour market.

Nigeria, ranked tenth in the world, is among the most populous and fastest growing countries in Africa. In 2015, the population was estimated at 183 million people.  Of which over 45% of that population are youths between ages 16 and 35 years making it the biggest youth market on the continent of Africa hence a future innovation and business opportunity.

To tap into the  potentials of a country like Nigeria, it is pertinent to understand lifestyle trends among the existing population in order to gain insights into opportunity areas for investment.

  • Age Complexity: Adults acting younger and wanting to look a lot younger. More Nigerian consumers within the ages of 25-50 years are choosing products and engaging in activities that make them feel and look younger. Senior citizens are craving for a second youth in order not to feel or act old by indulging in leisure and luxuries that promote youthfulness.  Sixty is the new fifty, seventy is the new sixty while retirees are not taking their age seriously and want to have fun as they see themselves as 12-15 years younger than they actually are.
  • Gender complexity-More Nigerian men are changing their attitudes to their personal looks and care within the last decade, thanks to fashion and celebrity opinion-formers including a stronger and more vibrant entertainment and movie industry. While more women are taking front row positions in the board room. Running the home is no longer an exclusive preserve of women, more men find themselves participating in the day-to-day running of the home.
  • Income complexity: High income groups spending on anti-luxury by looking for value for money offering while spending on needs and not wants while the lower-income groups are finding extra space for luxury within their budgets. In spite of the current economic downturn there is a still an emerging middle class that is willing and open to pay a little extra for innovation and differentiation as long as the right benefits and reason to believe appeal to their individualism. The 9ja consumer is asking for more from their brands as ‘basic’ no longer does it for them. There is a need to focus more on innovative functionality with boosts via emotional connection.
  • Networking and affiliation:The recent rise in the search for other streams of income due to prevailing economic situation has made more Nigerians embrace network and affiliate marketing as an alternative/add-on source especially among the middle class. The opportunity is becoming increasingly popular as the passive or residual income that can be made based on referrals is becoming attractive.
  • Life-stage complexity: Smaller nuclear families becoming the trend hence more individualism evident within families as the desire to pursue personal dreams and goals become more fore front especially as more urban women tend to consider professional and career growth side by side child rearing.
  • Health : More popular these days are the high value placed on health and well-being. As more people become more in tuned with the value of keeping healthy habits. Healthier and local options to food are now more common. The need to reduce calorie count increasing the demand for herbal and traditional products as physical and mental exercises, diet, nutrition and new regimes are becoming more expensive to access. The average Nigerian consumer is embracing nature and reducing consumption of non-organic based products by opting for nature based products.
  • Convenience: The average Nigerian consumer does not want to spend thirty minutes for an activity that take less time as multitasking is becoming increasingly common in homes such as online food orders, one stop shopping, outsourcing, etcetera. Visible usage and demand for convenient and ready to use single serve packages increasing demand for products with multi-functional, quick action benefits. Growing online shopping, dial-delivery and convenient stores at the fuel stations with mobile phone payments through Quick Teller, Kesh-Express, Paga etcetera becoming more popular
  • Sensory: More people open to travel whether for business or pleasure within or outside the shores of their country. Increased interest in stress relieving activities/ as more consumers show interest, accept and adopt other cultures and lifestyles. Experiential is the new indulgence. The trendy Nigerian consumer wants to experience and bond with every product or service he interacts with while still seeking affordable options in every offering.
  • Creativity & Sharing: sustained by social apps such as Facebook, Instagram, Whatsapp. Consumers are getting more creative with their lifestyle in areas such as clothing, food, music, entertainment, fashion, art, etcetera and are not afraid to share what is going on in their lives.
  • Home values and attitudes: Building a safe, happy home where one can shut the door, protect oneself from danger and relax is no longer seen as being introverted rather it is making a choice about doing more from the comfort of your home and still not missing out on the ‘hustle’. The Nigerian consumer is exploring options that will make them spend more time at home with family.
  • Local attractions /pampering – Indulging in personal care routines such as taking more baths and setting aside time for luxurious personal care routines (Facials, Foot soaking, etc.) especially with so many online shopping platforms such as DealDey, JiJi.ng offering in home and on site pampering services. The instability of the naira against other international currencies has put an embargo on foreign vacations while more recreational centres are springing up across the country where family can go and relax without leaving the shores of the country.
  • Appy & Mobile savvy– It has suddenly become an ‘appy’ world  with a lot of businesses seeking to grow revenue through apps. Business now use apps to save time, improve their processes, reaching customers through notifications and making purchases easier for consumers.

What do these trends mean for local entrepreneurs?

Technological advancement, population boom and the recent economic downturn have effected change in consumer behavior hence entrepreneurs should be taking advantage of the new realities and innovate by seeking to solve a problem, address an issue and meet a need.

More consumers are taking advantage of product/service reviews to make their buying decisions. Increasingly more Nigerians are seeking healthier options for their lifestyle and are willing to pay premium for health enhancing products.

Nigerian consumers have become more budget conscious; entrepreneurs should begin to look at the prospects of creating businesses where consumers can choose to share trade or rent goods and services rather than buying them.

Buy made in Nigeria by Nigerians is becoming increasing popular as the growing desire to support the local economy. The buy- local trend has consumers seeking and willing to pay extra for quality fabricated products.

The opportunities for companies and entrepreneurs to  sell their products directly to consumers and encourage them to introduce other consumers through word of mouth now exist  with online affiliates and referrals after which the profits, commissions and bonuses are paid to sponsors. More FMCG companies and financial institutions can use this form of marketing to reduce their cost of advertising and increase their customer base. While smaller businesses can make extra income by making themselves ready affiliates.

There is no longer the need to own a physical structure before you can run a business- with online stores and apps designed to make the buying and selling process easy for both the seller and the buyer e.g www.shopify.com, www.dealdey.com, www.jiji.com.

 

Life has become a lot easier for the budding entrepreneur!

#Understanding the Dynamic Nigerian Consumer:Insights for Success

Posted on Posted by DAO Categories Customer Insights, Lifestyle trends, Nigerian consumers, Nigerian insights, Uncategorized

Throughout my journey, I’ve been fortunate to be part of teams that have delved deep into the minds of Nigerian consumers, and let me tell you, it’s a wild ride! The Nigerian consumer is one of the most dynamic in Africa, constantly evolving and embracing new ways of life.

You might think this dynamism is only prevalent in urban areas, but surprise! The real magic happens in the rural areas, where you’d expect life to be more traditional.

With a median age of 18 years, Nigeria boasts a young and aspirational population, and the youth market remains untapped, ready for youthful products to swoop in.

But beware, the Nigerian consumer is price-sensitive and not a brand loyalist. It’s all because of the socio-economic conditions – sustainability is a daily struggle for most. Food, beverage, and tobacco claim the largest chunk of their income, with staples like tubers, plantains, rice, beans, and cereals topping the shopping lists.

Oh, and fun fact – more babies are born in Nigeria than anywhere else in West Africa!

The average Nigerian consumer seeks value for money while ensuring their identity is well-represented in every product or service they use. Authenticity and showcasing culture in self-expression are cherished attributes, empowering them and making them feel unique.

Now, finding the right balance with such a diverse market is no easy feat. Kids want to be older, and older folks want to be younger – it’s a constant tug-of-war!

But fear not, my friends, the key to success lies in having the right information and knowledge. Knowing your target audience inside out is the secret sauce to winning a share of their precious wallets.

So, if you want to conquer the Nigerian market, don’t go in blind – contact us for the insights that will lead you to victory! 🏆