Creating A Sensory Experience...

April 2010

Creating a sensory experience that engages, entertains and excites the consumer is the most important element to any experiential marketing campaign. If successful these efforts will ensure the consumer relates positively back to a brand. With today"s consumer target markets being niche, identifying the desired consumer is only half the battle. Reaching the consumer is the next step, and can be a difficult depending on your consumer.

Within the South Africa"s diverse BOP market, the differences in language, culture and behaviour mean that a "one-size-fits-all" approach does not apply. The ability to adapt and modify communication and activity is fundamental to suit this market.

The approach taken by many brand owners is to assume that BOP consumers are passive and focus solely on price. BOP consumers also demand consistent product quality just like any other consumer. They do not have the disposable income to experiment with a variety of products. Brand leaders are tried and trusted and deliver on their promises. Therefore when these consumers find a trusted brand, efforts required by competitors to encourage brand switching increases exponentially.

When entering a new market it is important to understand the driving factors behind the purchase decision in order to effectively and successfully position the brand. Building a strong brand involves a combination of activities that all reinforce the benefits and value of the brand to the consumer. Generally speaking, high end consumers are more accessible in terms of communication with the main stream media being the most effective way to target consumers. However, the BOP market is more complex and requires a more personal, hand on approach.

BOP is based largely on the concept of "seeing is believing". Placing the product in the hand of the consumer through experiential marketing is a powerful medium to build and maintain long term relationships. Therefore ensuring that the product campaign has a long term focus with a consistent brand promise will ensure that the brand stays top of mind.

The BOP holds huge potential and entering this market can yield large returns on investment through consistency of purchase. More and more brands are seeing the potential of this market but lack the knowledge or experience to effectively target and relate to BOP consumers.