Digital media era maybe taking South Africa by storm with experts forecasting full takeover in years to come, as a Marketer you can’t afford to miss out. Consumers are very complex right now it’s no longer like before, they control the conversations. Gone are the days campaigns ended on traditional media, nowadays if it’s not trending on Twitter or scoring high numbers of views on Youtube then it may be that it is not effective or executed. It may sound cliché but unfortunately it’s a fact. However, in Limpopo this may not be the case.
Digital wise; majority still prefers Facebook as a social media tool to socialise with peers. If you look at the 13-25 age groups whom own mostly smartphones their time is spent on this specific platform. With that said there is no winning formula, one needs a very strong targeted campaign to engage them as this crowd it’s not easily persuaded, though it can be argued depending on what you are communicating to them. Now I cannot think of any example on top of my head unless you would like to visit Google of any campaign which succeeded in this market, actually most brands hardly invest on regional advertising. Though I will warn you, invest your time in assessing their behaviors, online patterns, should the need be speak to some. Various Marketing boutiques offer this service for a reasonable fee.
What other options to you have? First Capricorn FM just celebrated their 6th birthday, cementing their stay in the province mainly dominated by SABC owned radio stations. Music vehicle all their shows which I think set them uniquely to the youth and in fact anyone who appreciates good music. Estimated listenership of 1 425 000 http://en.wikipedia.org/wiki/Capricorn_FM on a 7 day, you are sure to direct traffic straight to your Facebook page and other platforms you may wish to engage on.
While SABC stations enjoyed majority listenership in the past years before, now only some of the 3 stations garner estimated 1 198 000 (sourced on Wikipedia), of that number, shows like Breakfast and Afternoon ones contribute largely to the overall figure. My take on this is that you research a show which in more popular with your desired target market. Thobela FM broadcast in Sepedi, Phalaphala FM in Venda while Munghana Lonene FM caters for Tsonga speaking mainly Giyani and Tzaneen parts of Limpopo. Community airwaves differing per region are Thohoyandou based Univen Community Radio , chieftaincy owned Sekgosese Radio and the list goes on and on.
Stretching your budget even further you may also look into community based newspapers which you can simply source though if I were you this will be last resort. This crowd has no interest in reading ads on print, at least that’s what I observed. Still Daily Sun may be your least bet even though some parts mainly in villages it’s not “cup of tea” for them. The circulation of newspapers still is not great.
Don’t be like that washing powder assuming that women in Limpopo would take advice from a Gauteng based woman. I will stress this again, do your research.
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