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PAMRO Nairobi Kenya 24 August 2009

Africa Media 360 – The Full Monty! : The holistic proposition Sharon Penhallrick Managing Director Telmar*SPC. PAMRO Nairobi Kenya 24 August 2009. Why?. Media philosophy. Media defined as … “Any which way to reach the mind of the consumer”. Everything communicates

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PAMRO Nairobi Kenya 24 August 2009

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  1. Africa Media 360 – The Full Monty! : The holistic propositionSharon PenhallrickManaging DirectorTelmar*SPC PAMRO Nairobi Kenya 24 August 2009

  2. Why?

  3. Media philosophy Media defined as … “Any which way to reach the mind of the consumer” Everything communicates We need to maximise exposure

  4. Media approach Quantitative + Qualitative 360 Degree holistic media approach Innovation Effectiveness

  5. The Full Monty • Generic – for going ‘all the way’! • Considering all the elements – All or Nothing! • Reviewing all perspectives • Getting back to basics • The bare essentials • Thinking out of the box • Being creative • Solutions • Competitive edge

  6. If you’ve seen one African sunset you’ve seen them all

  7. The same mass media

  8. All is not what it seems • In terms of media consumption … • Many similarities between countries in Africa • But perhaps even more differences • Many regional similarities • But many differences - even within the same region

  9. What do you think are the media trends?

  10. Keeping up with the times

  11. A Rapidly Changing Environment The Market ProductProliferation Retail Consolidation MediaFragmentation Uncertain MacroEnvironment Growth inown label Smart Shopper NewConsumptionPatterns NewChannels ofTrade TechnologyExplosion DistributionAgents EconomicUncertainty

  12. Media Mix Direct Mail Analogue TV Radio Cinema Publishing Outdoor However, evolution of the Media Mix From Mass…. Each sector will add digital dimensions. Some new “Media routes” will appear.

  13. Media Mix Direct Mail Analogue TV Radio Cinema Publishing Outdoor Interactive Addressable Digital iTV e-radio Home VOD e-publishing Mass Media Mass Personal Media Plus: ePosters Mobile Telecoms ……. To Personal

  14. Holistic Approach Below the Line Above the Line Promotion Place Mass Consumers Marketing Customer Service Personal Price Relationship Marketing Product Quality

  15. Mass media more creative!

  16. Internet making inroads • The Internet is changing our very social structure • Internet usage in Africa has grown faster than in any other region • But the percentage of Africa’s population with Internet access is the lowest of any region • Internet users in Africa are estimated to total 32.8 million, a rise of 625% since 2000 • At present Internet technology is concentrated in a handful of countries

  17. “Bandwidth for Africa" SEACOM provides high capacity bandwidth linking business and communities in Southern and East Africa, Europe and South Asia.

  18. Cell phones offer new medium • The increase in the use of cell phones across Africa has been phenomenal • In Africa, people use more than one cell phone and different networks to get complete coverage • SMS messaging is used as a new medium for communication and interactivity • Cell phones offer viral marketing opportunities to spread “word of mouth” messages faster than ever before

  19. Power of Word of Mouth • An extension of the great African story telling tradition • Most credible form of communication • Facial expressions and body language also communicate • Main reason for the success of “experiential” communication • Cell phones enable word of mouth messages to spread faster and more effectively (viral marketing)

  20. Face-to-Face media • “Edutainment” or “Infotainment” • Interactive face-to-face relevant communication • Roadshows, promotions, events at key points of contact, namely, trade, schools, clinics, etc • The informal sector also presents opportunities • Banners outside key hotels, meeting places to reach upper market • Games

  21. Digging through research

  22. AMPS type research • Angola • Botswana • Ghana • Kenya • Malawi • Mozambique • Namibia • Nigeria • South Africa • Tanzania • Uganda • Zambia • Zimbabwe

  23. PAMRO is key • Audience research • Joint industry research committees • Harmonisation programme • Standardised questionnaires

  24. TNT+ - Results Screen

  25. Graphing

  26. Day in the Life analysis Movie/Party/ Concert Dinner with Friends Shopping Malls Late Night Snack with Friends/Transit Lunch Hanging out with friends Homework Housebound Sleep Target Market ABC1 Monday - Friday Source : KAMPS Diary

  27. Day in the Life Video

  28. In Summary!

  29. Media approach Quantitative + Qualitative 360 Degree holistic media approach Innovation Effectiveness

  30. It’s important to … • Talk to and not at all segments • Understand the political, cultural, religious, language and gender nuances of each market • Understand the lifestyles of the different segments Quality of contact is vital

  31. Get out there!

  32. ROI for all investors …

  33. “Medasi” “Obrigado” “Kaliboga” “Zikomo” “Eshepupo” “Nkosi” “Siyabonga” “Asante sana” “Merci beaucoup”

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