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12th Township Marketing Summit 2020,17&18Mar20

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How to access rising black discretionary spend

TOWNSHIP SHOPPER MARKETING SUMMIT

Bryanston Country Club, Jhb, Tues 17 & Wed 18 Mar 2020

• A quarter of South Africa’s population live in the 76 largest townships
• Diepsloot – home to more than 200 000 people = >R2Billion spending power
• Township consumers responsible for 41% of consumer spending

Now in its 12th year, the definitive annual briefing.  Discretionary spend is much higher than official figures state because between 3 and 4 million people are undeclared informal contractors, and they have a lot of disposable cash.  Very interesting is the rise and rise of entrepreneurs often supported by enlightened corporates.  The rapidly increasing number of sophisticated township malls is witness to increasing spend, and yet the convenience of roughly 200,000 spazas is still a potent force, but for how long.  SEVEN major research studies will be announced at this conference, and most importantly will be the derived insights. The rising black middle class is a potent force, although they may not live in the townships much of their social life is in the townships and they contribute a lot of black tax.

 

Research announcements and the all-important insights
• Unique and authoritative analysis of township entrepreneurs, a rising force, high    disposable    income – Andrew Charman, Sustainable Livelihoods Foundation

• Top 10 townships – astute test marketing in carefully selected townships – Kabelo NcholoYOURSELF Management 

• Township food shopping – fresh and cooked food – retail competitive analysis – emergence of niche markets - Andrew Charman, Sustainable Livelihoods Foundation

• Bulk grocery buying stokvels. What brands do they prefer and why? – latest research – Ninky Shuenyane, CNZ Marketing Solutions

• “BLACK TAX” – 2019 perspective and predictions 2020+ – Thato Tshabalala, Joe Public Consumer Insights Division

• Lower LSM spend cut backs and changing priorities – Gill Mkhasibe, The Mkhasibe Group

AND
- Generation Z … staying relevant to sceptical youth – digitally active, opinionated and impatient
- Activation marketing cleverly integrating the human touch and digital
AND
16 proven township marketers talk pragmatic sense and experiences

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Program

DAY 1: Tues 17 Mar 2020

08h10 – 08h50

Entrepreneurs (re)shaping the economically vibrant and fast changing township economy

A broad overview of South Africa’s township economy drawing on research from our publication Township Economy: People, Spaces and Practices in the Making of Informal Businesses (Charman, Petersen and Govender). Demonstrating how entrepreneurs have responded to business opportunities and provide insights into some of their strategies these informal businesses utilize to create niche markets and provide products/services that are convenient, affordable and culturally appropriate.  Sketching some of the main business trends, which currently shape markets and, as part of this overview, highlight some of the obstacles hindering more rapid growth.

Andrew Charman, MD, Sustainable Livelihoods Foundation

 

08h55 – 09h30

Malls – adapting to changing lifestyles and discretionary spend pressures

Pearl Sekgobela, Marketing Manager, Matlosana Mall

 

09h35 – 10h10

COUNTER CULTURE; gaining competitive advantage through predicting what will become the norm tomorrow

*  Local is lekker;  the rise of independent retailers in township malls, who know first what their  local communities are thinking about in terms of food, clothing and lifestyle

*  And ‘Local is lekker’ word of mouth really pays

*  Mall of Tembisa; launch planning and execution

Matthew McCormick, Head: Marketing, Exemplar

 

10h10-10h30 Coffee & networking

10h30 – 11h05

Building a digital place based network in malls in the informal market

*  Landscape of  8 malls in SA

*  Current state of the mall business in SA

*  The challenge

*  Discuss our strategy sweet spot

*  EMM methodology screen placement science

*  Network capabilities – smart network

*  Audience & insights

*  Benefits of advertising in a mall

John Faia, Director, Provantage Mall Ad

 

11h10 – 12h00

Research insights – what are township residents cutting back on; the brand offerings which appeal; where do they shop for what

Now-now research insights led by the very experienced Gill Mkhasibe, and then she will ask the Secretary General of the Somali Community Board of SA to comment

 

12h05 – 12h40

“BLACK TAX”  – 2019 perspective and predictions 2020+

Opportunities for brand communications

This study unpacks the dynamics of Black Tax by looking at both sides of the spectrum those that “pay” and those who “benefit”.

The insights include:

*  Updating our understanding of what “Black Tax” is, as per the voice of the people.

*  What does Black Tax look like in 2019 and how it is looking to change going into 2020 abeyond, if at all?

*  Digging below the surface into the sentiments around “Black Tax”?

*  Detailing the opportunities for the brand communications, retail and banking sectors to play a resonant role in this space.

Thato Tshabalala, Entrepreneur& Business Development Manager, Joe Public Consumer Insights Division

 

12h40 – 13h30 Lunch

13h30 – 14h05

Township influencers; yes the right celebrities do attract the numbers; yes the right community influencers are trusted 

*  What do SA Township residents want from influencer/brand relationships?

*  How do you find Township influencers that fit your brand?”

*  How does one impact the path-to-purchase and sales cycle?

*  How do you get customers to take action?

Jason Kubheka, Social Media Manager, VMLY&R South Africa

 

14h10 – 14h50

 Kasi Shoppers: Revolution or Evolution

*  From dirt street to high street, hybrid shoppers across the retail ecosystem

*  Incomes & budgets – how families earn and budget within kasi households

*  Shopping lists and shopper decision makers

GG Alcock, Informal Sector Strategist & Author of Kasinomics & Kasinomic Revolution

 

14h55 – 15h30

Staying relevant to the sceptical youth market during very tough times

The Youth Report published in association with UCT, is one of the biggest youth reports ever done, and paints a momentarily bleak yet hopeful picture of the youth landscape.  It’s a much needed reality check for business and shopper marketing as it poses the question: what are we to do in tough economic times to stay relevant to a youth market that is learning to smart cut traditional marketing campaigns and thinking. We explore the economics briefly, look at what’s changed for youth living in SA today and then give some advice as what we can do to inspire a generation that will need a lot more participation and collaboration from the private sector if they are to become sustainable consumers.

Dali Tembo, MD, Instant Grass

 

15h45 conference closes

 

DAY 2 – Wed 18 Mar 2020

 08h20 – 09h00

Driving growth through astute test marketing in carefully selected townships

Kabelo Ncholo, CEO, YOURSELF Management

 

09h05 – 09h40

Township food shopping and retail competition: a case of encroachment, survival and unreachable niches

Drawing on research from a case study undertaken in Philippi in Cape Town. Presenting the range of businesses, large and small, which competing in the sale of fresh and cooked food and speak their competitive advantages; wholesalers, supermarkets, spaza shops, take-away businesses and street traders.  Small businesses and street traders have survived competition from the formal retail often creating niche markets, eg. one strategy to bridge the divide between large and small has been the use of month-end shopping hampers. And sketches of a few ideas & strategies through which large and small businesses could be better integrated in ways that could generate benefits to both.

Andrew Charman, MD, Sustainable Livelihoods Foundation

 

09h45 – 10h25

Announcing The Kasi-Top-End Market Foshizi Research

How do you get to know them? We have gone into their homes to talk and to engage them on your behalf.

Why? Because breakthrough communications is dependent on pushing the right “emotional buttons”.

Why? This is a newly emerged target market that shares some but not all of the attributes that have been ascribed to township dwellers.

First to know gives you competitive advantage!

*  What it means to be Kasi top end

*  Key Lifestyle Insights

*  Shopper insights

*  What influences their brand choice

*  Does Brand heritage still play a role

*  New products and brands appeal

*  Fading and emerging brands

*  Mediums for reaching them

Lebo Motshegoa, MD, Foshizi

 

10h25 – 10h45 Coffee & networking

10h45 – 11h20

Bulk grocery buying stokvels. What brands do they prefer and why? Findings of research conducted on the stokvel market

Ninky Shuenyane (MA), Projects Director, CNZ Marketing Solutions

 

11h25 – 12h00

KUSHUBILE; surviving on R5,000 pm or less household income. Unique insights from the people themselves, about their lifestyles, aspirations and shopping decisions

Jack Hlongwane, Business Development Manager, Kantar

 

12h05 – 12h40

Brands can increase bottom line through good deed

*  What are some of the societal problems and how can brands grow purpose from them?

*  Are there any brands which have mastered this?

*  Where to begin …

Mpume Shange, MD, Expressive Through the Line

 

12h40 – 13h30 Lunch

13h30 – 14h05

Township Youth are digitally active, opinionated, and impatient, and they are willing to share

*  They share these opinions with each other, and also publicly on social and digital platforms.

*  These opinions reflect their needs, dreams, interests and preferences – as well as their issues.

*  You have the ability to quickly, almost instantaneously, tap into – and harness -  both

solicited and unsolicited feedback from this group through:

** Analysing what they’re sharing in public arenas, quantifying this and using this in your

product and marketing plans

** Asking them to give you feedback – on their terms – without having to stop them in the

street with a clipboard, or lure them into a research group with free food and money.

Kelvin Jonck, MD, YOUKNOW Digital

 

14h10 – 14h45

Good enough is no longer good enough” – activation marketing cleverly integrating the human touch and digital

For a long time, brand activation and experiential marketing has depended on the “warm body” approach, which has worked over the years to bring brands to life. Yet, in this world of digitalization just having the human touch is no longer good enough. We are going to break down different activation touch points that were traditionally dominated by this approach and show how brands can cleverly integrate the human touch and digital to engage a much broader market

Eddie Matladi, Sales Lead & Michelle Combrinck, Director – Zinto

 

14h50 – 15h25

Gearing up for consumer loyalty in the Kasi space

Focus will be placed on the ever changing consumer loyalty landscape. By understanding the distinct lifestyles and profiles of consumers, marketers can gain a more granular understanding of the nuances that lead to brand loyalty.

Mariëtte Croukamp, Industry Lead: ICT & Public Sector, Ask Afrika (Pty) Ltd

 

15h30 conference closes

Additional Information

Location

Bryanston Country Club, Sandton

Date and Time

Tues 17th & Wed 18th Mar 2020