by Masingita Mazibuko ‘It’s not what you see, it’s what you look for’ is the statement. Coupled with a visual of ferocious, greedy hyenas descending upon unsuspecting playful lion cubs in a barren, Karoo-like desert, they are exceptionally emotive stirring feelings of anxiety and pending doom.
A closer look, however, reveals the adult lions camouflaged amongst the tufts of dry grass keeping a protective eye on the pride’s youngsters. So now the same words appear sage and thought-provoking.
That’s my take out from this ad from FNB targeted at its private clients. These words combined with these visuals assure me that the bank promises to look deeper, act wisely to unlock the magic of investment.
But, do I experience the ad in the same way in which you do, your neighbour does, FNB’s private clients do? Are we a largely homogenous 
target market? And if we are, will we remain so for the foreseeable future?
The widely-reported 2011 census results revealed the diversity that exists in South Africa. Robero Suro1 puts forward the view that ‘a census is a national storybook’; it therefore gives facts and figures, such as age, race, household types and the like. But perhaps it is all together a too simplistic story.
Targeting forms the foundation of marketing and, as South Africa evolves, the ‘rainbow nation’ as we have characterised ourselves will morph considerably. As Suro1 states, people form bonds on kinships and commonalities. Yes, they may see themselves belonging to particular race or place, but mutual exclusivity will increasingly become nebulous. This will have major implications for targeting. He writes: ‘A group identity may be a point of departure, a point of reference or a source of content. But it rarely defines an individual entirely.’1
Added–Value2 highlights some considerations for an increasingly multicultural US market. These learnings are relevant on our shores as we are similarly not only a rainbow in our demographic profile but in the ‘look, feel, flavours and sounds’ of our varying heritage and experiences.
How do we target increasingly diverse groups of people?
Firstly, keep communication efforts focused on what you have to offer. Kalil Vicioso3 mentions the multiculturalism that exists today, and that we have gone beyond the need honourable mentions and cheer-leading of specific groups. Marketers need to respect people’s pride in their individual identity, and reflect how they see themselves as part of the broader South African context. Klipdrift’s ‘Met Eish’ campaign comes to mind as it champions South Africanness, yet is focused on the product’s intrinsics.
Second, focus on values that authentically reflect people’s genuine experiences and aspirations to facilitate a more textured engagement. In today’s information age, consumers are savvier in their consumption of marketing messages. This requires marketers to step away from their desks and truly engage with all aspects of their targets lives. How many conversations do you truly have with your target consumer and how often? The Dove ‘Real Beauty Sketches’ campaign’s recent You Tube post with its approximately 55-million hits reflects a brand evoking a dialogue with its target audience.
Third, reflect diverse experiences, your target’s own as well as those of others. As consumers get broader exposure, one needs to start reflecting this change in their world. Johnnie Walker’s recent glocalisation of its ‘Keep Walking’ campaign interspersed great South African moments with shots of its iconic strider accompanying the voice-over ‘How often we forget our greatness idealizing the external, yet we forget how we made the world stand up and take notice …’ to inspire us.
Lastly, Vicioso states that intercultural dynamics can be a wellspring of dialogue, learning and humour. He rightfully states ‘living with diversity involves negotiating differences and seeking common ground consciously and subconsciously’. In this lies richness, which creates a platform for brands to prosper. Fast foods restaurants Wimpy, Spur, KFC and Nando’s capture our hearts every day, not impeded by our diversity but using it to create fond memories by reflecting our shared experiences regardless of our most apparent visual identities.
So, as the FNB says ‘It’s not what you see, it’s what you look for’. Let’s not let our desks be our handcuffs.
Sources:
- http://www.added-value.com/source/2011/01/roberto-suros-commentary-on-cultural-openness/#sthash.YkHm6l8K.dpuf
- http://www.slideshare.net/theaddedvaluegroup/the-influence-of-ethnic-identity-on-consumer-behaviour
- http://www.added-value.com/source/2011/04/the-changing-face-of-america-four-tips-for-multicultural-marketing/
Masingita Mazibuko, marketing director at Unilever, contributes the monthly “Africa Style” column to MarkLives.com. The views expressed within this column are entirely her own.