By Mzukona Mantshontsho,
Listening to Brand Strategist Thebe Ikalafeng at a Youth Marketing Strategy Conference, it became clear that for companies to build great brands in Africa, brand practitioners need to find and connect with the targeted young people.
The thoughts of the African Youth being in a hopeless state, primitive, poor, sick, fighting, affected and infected by HIV/AIDS and that we have animals roaming the streets, are a thing of the past, and should remain there.
New Global Opportunities are there in Africa and it’s about time brand practitioners built great brands for and with the youth in Africa in mind.
Ikalafeng suggested that Brand Builders need to be aware of the following ten facts when advertising and wanting to sell their products or services to young people:
We are growing as a Continent – Africa is said to have over 1 billion people in the continent by 2024, compared to other continents, numbers said to decrease. Africa is growing at 5.2% and 10 of the fastest growing economies in the World are in Africa.
We are a young Continent – 70% of the African population is below the age of 30 years and that is where the opportunities are for brands to grow and survive.
We are at Peace – The conflicts in African countries have gone down in numbers over the years. We have seen democracy in quite a number of African states. Egypt taught us about revolt and democratic elections were held there recently – the ability to choose which leader should lead you and why?
We are Creative – over the years, there has been more production in Africa than Europe and the USA put together. The latest partnership between telecommunications company Telkom and the South Taxi National Taxi Council to have Wi-Fi in taxis is a great example of creativity. The MPERSA initiative in Kenya has been the highlight in Global standards of transferring money.
We are Beautiful – Lupi Nyong’o is an actress, film and music video director of dual Kenyan and Mexican citizenship. After graduating from Hampshire College with a bachelor’s degree in film and theatre studies, Nyong’o worked as a production assistant on several Hollywood films. In 2008 she made her acting debut with the short film East River and subsequently starred in the Kenyan television series Shuga (2009). Also in 2009, she wrote, produced and directed the documentary film In My Genes.
We are very Proud – We welcome people with African beer in our homes; it was no coincidence when we welcomed the rest of the World at the FIFA World Cup in 2010 at the FNB Stadium –built in calabash design, first time on African soil. The SA in SABMiller makes it African, so says the tag line.
We are Adaptive – We are concerned with change, and we welcome change – we are able to change, when necessary, in order to deal with different situations.
We are very Competitive – MTN in Africa has reached the 200 million mark and has grown to so many countries in Africa. We are trading with each other as African countries, e.g., SADC, and African Union. Bottom line, we do not need AID, we need to trade with each other as countries for us to grow.
We are Independent – Young people in Africa are very independent – Young people make their own minds when it comes to choosing certain brands for themselves.
We are Connected – Africa is Young, Unemployed, but Connected. Young people have mobile phones, Facebook, and Twitter.
Ikalafeng concluded: “For brand builders to make it in Africa, it’s the me generation, find me, your brand must find me. Brand builders must find clarity on young people; they must connect with young people. Communication is vital, brand builders should immerse in conversations with young people and their cultures to find them”.
