Rise of the Green

WHAT YOU PUT INTO YOUR MOUTH IS ARGUABLY THE MOST IMPORTANT THING TO YOUR BODY.

Source: Unsplash

Source: Unsplash

A friend of mine got ill once and she was complaining to me about the ailment. As she started highlighting the effects of the ailment she mentioned loss of appetite. Immediately, my doctor cap came on. I always advocate for people to ensure they eat something whenever they get sick even if they have to force the food down their throats as your body needs food to function optimally and the more you stay away from food, the more powerful the ailment becomes.

The paragraph you just read was just to buttress the importance of eating but here is what this article is truly about.

The other day, a colleague of mine asked me to totally cut out processed food from my diet and stay strictly organic if I wanted to lead a healthy and long life. I thought to myself, I do not have a farm so how in the world am I supposed to stay organic? A huge percentage of foods consumed in Africa are processed and not everyone gets to have access to organic meals as they ought but this is gradually changing.

Source: Unsplash

Source: Unsplash

Africa is beginning to see the rise of the green, as African consumers become the more health conscious and are going for organic meals. As a result, there has been an increase in the number of green product retailers, thereby enhancing the ease of access to the desired organic meals. The health benefits of green –vegetables –are tremendous. They are very rich in vitamins and minerals, low in cholesterol, boosts immune system, ensures strong bones and vitality, they enhance skin health, they prevent obesity and diseases and so much more. Processed foods on the other hand have been found to be harmful to the body over time.

Source: Nature

Source: Nature

What does this mean for many FMCGs?

It means that as 2019 is gradually ushered in, some FMCGs are sure to record a drop in sales as the movement against processed meals will heighten among consumers. However, if these companies could come up with communication strategies enlightening consumers about the health benefits of their products, then they are sure to stay in business otherwise they stand the risk of being phased out. Consumers across the content are strictly considering the health implications of what goes into their bodies.

Say “Hello” to Mobi-Money

ALL YOU NEED IS MONEY TO LIVE THE LIFE YOU WANT TO LIVE, RIGHT? –YOU ARE NOW THE MAN.

Source: First Community Bank

Source: First Community Bank

If I had a kobo for the number of times I’ve heard that line, I would have by now been a “kobo-lionaire”. You certainly are not in doubt that for one to access certain human needs, one would need access to a certain level of funds. This is why I like it when I hear someone say that he or she likes money, why wouldn’t you? Everything is practically not free and seemingly very expensive in these parts of the world.

However, a certain trend has caught on and is to a very large extent catering for the financial needs of Nigerians. Say “hello” to mobile money. Very recently, a good number of financial technology services have emerged and are delivering a healthy number of financial solutions to its users. Nigeria currently has a population well over 180 million people and 61% according to Bizcommunity is either unbanked or under banked. This provides a healthy market for FinTechs as they target this group of people as well as the banked.

Source: WeForum

Source: WeForum

There are a couple of factors driving the success of this trend and they include; the increasing penetration of smart phones (estimated at a 28% increase in 2016) and internet within the country (estimated at 78% in 2016), 150 million mobile phone lines, the movement for the paperless community –which is seeing large percentage of Nigerians perform cashless transactions, technological advancements –there are devices which promotes the use of other forms of payment such as POS and ATMs, and also the convenience of paying for certain important utility bills using these FinTechs –bills like television subscription, power, mobile airtime, rents and more and you can also save money on these mobile solutions as well as receive loans and grants. These FinTechs are delivering a world of possibilities to the financial community.

Source: Techpoint

Source: Techpoint

A PWC 2017 report states that, within the next 5years, 62% of customers would be actively using FinTechs and investment in the sector is speculated to rise to over $150 billion dollars. Big business, isn’t it? Market leaders such as; Paylater, Paga, Alat, 247Cash, eTransact, Flutterwave, Interswitch and so on are at the heart beat of this trend.

I am concerned that this trend is likely to make debtors out of a lot of Nigerians as it provides quick and easy credit solutions in form of loans –something we never used to have easily accessible in the country. However, mobile money is charting a course to convenient financial transactions and you do not want to be left out of the money train.

The Future of TV in Nigeria

WHERE IS TELEVISION HEADED?

Source: Grewallevymarketing

Source: Grewallevymarketing

Television is an integral part of every Nigerians home, so whatever happens to Tv happens to all of us. Even though digital has come to give Tv a fight for space in our hearts as people are more glued to their mobile devices these days, tv will not back down without a good fight. Back in the day, Tv was every child’s best friend, if you were grounded, the only thing you are likely to miss was the tv set. There were loads and loads of entertaining programing on Tv and the best part was, you didn’t have to pay for any of them.

In 2006, the Nigerian government came up with a policy urging television stations to go digital. This meant that every household had to get a decoder in order to access these stations. Normally we would have an aerial dangling outside to help us receive our favourite stations, but now, we were going to start paying. Although we were going to get some stations as free-to-air but others were going to be paid for. 

At the time, this move didn’t seem feasible as television stations would lose market share if they had gone on Paytv and their consumers didn’t follow, as it was perceived to be rather expensive for the average Nigerian and it was a luxury only the rich could afford; so they stayed terrestrial. I for one couldn’t complain, I had everything I wanted on Tv plus my mobile device to connect me to the rest of the world. But very subtly, consumers started moving away from terrestrial TV to Paytv as some international stations started to woo them with excellent programming.

Fast forward to 2018, nearly every household has a decoder and are paying for television stations. The Paytv trend has so caught on that several states such as Imo, Enugu, Rivers, Oyo, Kaduna and so on don’t watch terrestrial station, only digital –Paytv. Many households in Lagos, the country’s commercial capital, do not remember the last time they tuned to a terrestrial Tv station.

More so, market leaders such DSTV, GoTv, Kwese Tv, Star times, CTL, Metro digital and so on have made it easier for Nigerians to go digital, as the competition amongst these service providers have forced a drastic drop in pricing –making it available for the everyday Nigerian.

Right now, nearly every Nigerian television station is going digital and any who is left terrestrial may just be putting itself out of business. At the moment, I no longer have an aerial dangling outside my house but a huge satellite dish for a receiver. 

Welcome to the age of digital television; you can watch anywhere in the continent.

Davido’s Gotta Be Starting Something

THIS MUSIC MAESTRO HAS MADE NYSC EXCITING

Source: Bella Naija

Source: Bella Naija

So I don’t know whether this is another publicity stunt but before I continue with what I am about to say, I want to say, that Davido’s marketing manager is at the top of his game. The D.M.W boss has not seized to be on the news, from one hit single to another, the assurance love story, the chef Chioma story, the acquisition of a private jet, and now; NYSC (national youth service corp). I thought this was the only year in a young person’s life that he or she dreads, but is forced into as a working requirement. Without it, one may not be allowed to do some important things in the country especially vying for political offices.

However, Davido is currently in the Iyana Ipaja orientation camp with 2,152 other youth corp members observing the mandatory one year of service to the nation, and that’s seemingly all that matters. The A list Nigerian musician was deployed in the 2018 Batch B Stream 2 orientation training exercise in Lagos state, where he signed the oath of allegiance form on the 28th of August 2018 and two days after, he serenaded fellow youth corp member with some of his hit singles.

Source: Pulse

Source: Pulse

What Davido Has Caused

He further revealed the reason to which he decided to observe the year of service; he said he was driven by his strong passion for the NYSC. I admire his boldness and unparalleled patriotism. A lot of young people who have initially sworn not to observe this year of service to the nation have actually begun to rethink that decision. I spoke to a few who have yet to observe the service year and they said they can’t wait to be deployed and they added that they envy the corp members serving alongside the music giant, they are in for an amazing 3 weeks of their life.

Source: Zumi

Source: Zumi

Smart Brands Jump on Smart trends #KeepTheChange

BRANDS TODAY ARE MILKING FREE PR OFF TWITTER TRENDS. TWITTER TRENDS MOSTLY SPIN OFF THE MOST UNEXPECTED TOPICS AND TODAY #KEEPTHECHANGE IS HERE EARNING BRANDS EXTRA ATTENTION.

Summary of the #KeepTheChange story:

A guy(@pabloayodeji) took a girl (@missmoshiku) out, bought her food and drinks, she turned down his relationship proposal at their date. The guy came home and decided to let out his disappointment and anger through his Twitter. The girl spotted the tweets and replied with details of every money spent, sent the guy more than he spent and asked him to #KeepTheChange.

In the wake of this event, twitter Nigeria has dissected the tweet and the replies; memes are flying left and right alongside jokes but beyond the jokes, brands are taking advantage of the event in marketing their products. This always works as this marketing sytle isn’t forced, mostly laid back and at best served in the heat of the moment. Even earning the girl a brand ambassadorship.

Here are some brands who have jumped on the trend:

It’s no news that this year is the year twitter rings loudest, with Trump’s constant fire on twitter the world is glued to their timelines in hope of the worst or perhaps the best. Twitter today is number one place news breaks; news platforms now report events off twitter which years back used to be vice versa (users tweet reports from News platforms).

The 140 Character limit has never stopped the world from engaging with this powerful tool and Nigeria has not been left out in all this. Twitter; Constantly shaping popular opinion and pop culture in Nigeria has been the tool that powered rallies that ensured the unseating of last the Presiden. Today Twitter Nigeria is taking a new shape and brands are learning the game fast. The most popular topics on twitter Nigeria hover around football, pop culture, relationship and sexuality, politics, culture and lifestyle. When looking for which marketing direction to take, these are the topics to tap into most times.

Knowing the power twitter possesses in modern Nigeria especially in opinion shaping and pop culture trends, smart brands are investing big in being alert and the first to jump on opportunities like this.