Selling the African Story

AFRICA FOR AFRICANS, TOLD BY AFRICANS, TO THE REST OF THE WORLD

Source: Pexels

Source: Pexels

Everyone loves a good story.

Whilst the global trend of story selling is very well underway, Africa will be selling the African story the African way, using every channel available. No one can tell our story better than us. Culture is important to us and we will not lose it to those who will choose to tell our stories for us.

“‘Africa Rising’, ‘Afrofuturism’, ‘Afro-optimism’, and the moniker, ‘emerging markets’ or worse, ‘third world’, are all terms that are in recent use to describe the current transformation of Africa in the eyes of the Western world, politically, economically, culturally, etc” – Bizcommunity.

I am glad that the world has begun to take notice of us and we are gradually changing the stories in their minds we incorporate culture into our ads.

Apparently, we tell the best stories.

Moving to the Movies

WE ARE YET TO SEE THE MOVIES 2019 PROMISED AND THE ANXIETY IS BUILDING.

Source: Unsplash

Source: Unsplash

So January just ended like 2 days ago and February is beaming its light of love upon each one of us. However, 2019 is yet to start as far as I am concerned because it is yet to deliver on its entertainment promises. If you are movie lover you would immediately get where this is going.

In 2018 there was quite a buzz around movies to look forward, now this is 2019 and the anxiety is up to my gut and it’s about to jump out of my throat and I speak not for myself alone but for the love of Africans as we are still basking in the euphoria of the block buster movie – Black Panther.

There are so many movies to see this year and soon Africans would be moving to the movies. We would literally carry our blankets and water bottles to the cinemas as soon as these movies hit the screens.

These are the movies I remember and i’m looking forward to; so feel free to add the movie you are waiting for in the comment section below.

  1. Spiderman - Far From Home

2. Lion King

3. Game of Thrones - Season 8

4. Avengers 4 - End Game

5. Glass

6. Dumbo

7. Men in Black 4

8. Fast and Furious: Hobbs and Shaw

9. Madeas Family Funeral

So are you with me on this one?

Africa’s New Creative Direction

BRANDING WITH SOCIETAL SENTIMENTS IS THE NEW COMPETITIVE FRONTIER SPURRING CREATIVITY AMONGST BRANDS

Source: Pexels

Source: Pexels

It’s bursting out from every side; imprinted in the African DNA is creativity. In every way, shape, and form, Africans have made effortless attempts to showcase the level of creativity locked away on the inside. We have seen this countless times in entertainment (music, movies, comedy, gaming etc) we have also seen it in technological advancements and we are not relenting.

The Advertising industry is a fore runner in this field as the life blood of the industry certainly depends on its fluid ability to be creative and its agility towards being innovative. As a result, Africa is outlining it new creative direction. African brands have done very well with pricing and availability. Product prices are doing very well in the market and these commodities are readily available, however, brands and businesses have identified a new front for competition which is branding for good.

Source: Pexels

Source: Pexels

Euromonitor top 10 consumer trends 2019 report highlights that consumers are now willing to pay more to purchase products from brands that are economically sensitive. Brands that are creating products that are environmentally friendly are adopting practices and implementing policies that contribute to environmental health is sure to win in this competitive front.

Up a Notch with OOH

OUT OF HOME ADVERTISING HAS DECIDED TO GIVE EVERY OTHER FORM OF ADVERTISING A RUN FOR THE MONEY

Source: Unsplash

Source: Unsplash

In reaching the desired target audience there’s really no one size fits all strategy, which is why I encourage brand managers and marketers to employ a more pragmatic approach. One strategy that made a certain brand successful may knock yours out of the market. There are many channels to reaching the desired target audience but one very effective channel, although not entirely measurable at the moment but it is very efficient and that is the out of home (OOH) advertising.

Zimnat and JCDecaux won Best Outdoor Campaign Category at the Exceptional Marketing Awards (EMA) for their efforts in promoting their latest campaign in Zimbabwe. Zimnat’s winning Out of Home Campaign was to execute a strategy that entailed a vehicle rammed into a building to create product awareness, talkability and innovation throughout Harare. – Bizcommunity

Source: Bizcommunity

Source: Bizcommunity

This sprung new life and excitement into creativity and marketing communications in Southern Africa and now JCDecaux has entered Nigeria in a view to replicating its successes in other countries.

OOH has contributed extensively in giving African nations a face-lift and they are taking it up a notch with exceptional creativity. This type of advertising is an integral part of the economy and if you intend to improve the visibility of your business or brand, you ought to take advantage of every opportunity OOH offers.