For the last 25 years, we have seen Rwanda grow in various sectors and, as we build the country, we are also trying to create a new narrative and rebranding our nation. Initiatives like Visit Rwanda and the ‘Made in Rwanda’ campaign will definitely support the creative process throughout this journey.
As a creative and marketer, my wish is to see Rwanda’s creative industry thrive and take the lead in approaching communication and marketing more effectively, learning from some of the best practices in the world.
Working in marketing is increasingly becoming very challenging. Not only do marketers need to have creative and analytical minds, but they also have to stay up-to-date and informed about the constantly changing landscapes in the world of marketing. This is even more challenging in Rwanda, where the sector is young; it is hard to find references, so we are required to create most solutions from scratch.
But, luckily, the marketing industry has some compelling reference points from across the world. If you run a business, you have a hard nut to crack as well. Getting across today’s consumer is a complex process that requires adjusting your efforts to growing trends.
In the past weeks, I have been reading a lot about organic marketing and how to create brand positioning that resonates to the target audience. It is very clear that today’s marketing is shifting from the traditional approach to a new approach that will define the future of consumption. Rwandans should start approaching and learning constantly to become leaders in marketing in the future.
But what is the new approach to marketing?
Forget the 4Ps, Welcome 4Es
If you have spent years learning all marketing theories, you have been driven by the 4Ps (Product, Price, Place, Promotion), which used to help you build a value proposition. Guess what? This not as valuable as it used to be anymore.
The digital world is evolving on an extremely quick pace and if you don’t follow you will just lose.
OK, so what do we have instead 4Ps now? Welcome 4Es – the new approach to customer value proposition, which englobes Engagement, Experience, Exclusivity and Emotion.
The reality is that people don’t buy products anymore. They buy experiences and emotions instead. You should change your “What should I sell?” or “How should I sell?” into “WHY should I sell it?” Emotional branding is what makes a business stand out.
Today, the most successful brands don’t offer product and services, but real experiences and emotions.
Coca-cola sells “happiness,” Nike gives you the courage to “follow your dreams,” and Apple sells a “challenge to the status quo.” That’s why people buy from them! As an addict to Nike and Apple, I can give a testimony on that.
Let’s really forget the communication of “What do I want to sell.” Consumers don’t care about what you want anymore. They need something or someone that will offer them an added-value.
This is how Coca-Cola speaks to its audience. Their value proposition is richer than just a can of soda.
So, you want to build future loyal consumers or audiences? Think about how do you want to engage them. What is the experience you to give? How exclusive does your offer make them feel and what emotions will they have?
Always remember your starting point: why, how and what. Please do not forget that the story matters. Always take the consumers and the audience on the journey. Make them feel part of the story.
To end, I would like to share one of the most emotional commercials of 2019. During the Oscars 2019, Nike released an (ad called “Dream Crazier”) that shines a spotlight on female athletes who have broken barriers, brought people together through their performance and inspired generations of athletes to chase after their dreams. This ad is emotional, touching and it was very successful in creating buzz and conversation.