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Sekani Africa: Integrated Lifestyle Marketing

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Intergrated Lifestyle Marketing-E marketing, social media marketing,experiential marketing

Intergrated Lifestyle Marketing-E marketing, social media marketing,experiential marketing


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  • 1. Sekani AfricaIntegrated Life Style Marketing
    Sekani Africa: Integrated Life Style Marketing
  • 2. Who are we and what do we do?
    Sekani Africa: Integrated Life Style Marketing
  • 3.
    • Sekani Africa is an Integrated Life Style Marketing company founded in 2010.
    • 4. Due to consistent growth and innovation in communication channels, such as mobile phones & the internet, advertising and marketing initiatives need to change the way their message is communicated the consumer to ensure the message gets across.
    • 5. Many companies would not readily admit it but a lot of campaigns are not as effective & this is because the advertiser talks at their consumers instead of engaging their consumers in a dialogue.
    Sekani Africa: Integrated Life Style Marketing
  • 6. Sekani Africa: Integrated Life Style Marketing
    Some Facts
  • 7. Sekani Africa: Integrated Life Style Marketing
    Mobile Phones
    • Kenya has a population of approximately 30M of which 19.4M own mobile phones
    • 8. 186,374 are on post paid services
  • Sekani Africa: Integrated Life Style Marketing
    Mobile tariffs have declined as a result of stiff competition amongst the four mobile operators who have been offering incentives as a way of acquiring subscribers as well as solidifying their market base.
  • 9. Mobile Owner shipSource: www.consumerinsight.com
    • Mobile ownership increased by 10% 2008-2009 half year whereas TV ownership decreased
    • 10. Radio ownership also decreased in the same period
    Sekani Africa: Integrated Life Style Marketing
  • 11. Sekani Africa: Integrated Life Style Marketing
    Internet Usage
    There are over 4 million internet users in Kenya of which over 2 million are registered users on Facebook
    79% of Kenya’s Internet users are members of Facebook.
  • 12. Sekani Africa: Integrated Life Style Marketing
    Email is being discarded in favour of social networks like Facebook and Twitter by new Internet users in Kenya. One quarter of Kenyans who are online do not have email addresses.
  • 13. Sekani Africa: Integrated Life Style Marketing
    • Daily and weekly internet usage in Kenya have both doubled in the last two years whereas  monthly usage grew by over 80% in the same period.
    • 14. Kenyan internet users spend approximately 70 minutes online during each visit.
  • Sekani Africa: Integrated Life Style Marketing
    • Technology is advancing at a rate where we will be soon watching television on internet TVs via broad band.
    • 15. The fact that consumers are spending so much time online and that half of the internet users get online via their mobile phone digital marketing can not be ignored any more.
    Credit Source: Synovate
  • 16. 2009 Source: www.consumerinsight.com
    • Social website 72%
    • 17. Broad band connection 62%
    • 18. Dial up connection 57%
    • 19. Desktop computer 89%
    • 20. Laptop 79%
    • 21. Palm top computer 49%
    • 22. Availability of mobile phones as at 2009 was 97%
    • 23. Money transfer via phone 89%
    • 24. Digital camera 72%
    • 25. Portable digital player 55%
    Sekani Africa: Integrated Life Style Marketing
  • 26. Trend in TV Viewership & Radio Listenership2006-2009Source: www.consumerinsight.com
    Sekani Africa: Integrated Life Style Marketing
  • 27. What we do
    E-marketing
    • Social networking communities
    • 28. Branded widgets, bligets & custom applications
    • 29. Viral videos & games
    • 30. Blogs, vlogs
    Sekani Africa: Integrated Life Style Marketing
  • 31. Sekani Africa: Integrated Life Style Marketing
    Mobile Marketing
    • Mobile phones, text messaging, loyalty programs, short code marketing
    • 32. Mobile phone applications
    • 33. Mobile websites
  • Sekani Africa: Integrated Life Style Marketing
    Experiential marketing
  • Sekani Africa: Integrated Life Style Marketing
    3d holographic projector TBA
    Point of Sale POS
    Launches
    Events
  • 40. Sekani Africa: Integrated Life Style Marketing
    Traditional Advertising
    -support advertising for e-marketing {social media marketing}, mobile & experiential marketing campaigns
  • What is Integrated Life Style Marketing?
    Sekani Africa: Integrated Life Style Marketing
  • 43. Sekani Africa: Integrated Life Style Marketing
    • Life style marketing is the practice of strategically integrating marketing initiatives into the worlds and lifestyles of a consumer.
    • 44. This style of marketing engages the consumer in a 2 way conversation that allows for a message to be “seeded” to live and grow in the consumer’s own world.
    • 45. The consumer is encouraged to take an active part in the product life cycle and engage in the promotion in a non passive way which is by watching, hearing or reading a message.
  • Sekani Africa: Integrated Life Style Marketing
    • Lifestyle marketing isn’t targeting a message to reach a particular lifestyle based demographic through strategic selection of advertising mediums and channels.
    • 46. Neither is it designing a message to relate with a particular audience based on their lifestyle through imaging, word selection, or emotional appeal of the message-however these are critical in the execution of any campaign.
    • 47. Traditional media primarily allows an advertiser to talk at and broadcast to a consumer through print, radio, TV or outdoor.
  • Sekani Africa: Integrated Life Style Marketing
    • Life style marketing campaigns focus on direct contact and engaging with the consumer.
    • 48. This is done by using below the line BTL activities commonly referred to as experiential marketing for example, in store product sampling.
    • 49. It can also be achieved through online interaction with consumers and mobile phone promotions with a “call to action” to engage the consumer to participate.
  • Sekani Africa: Integrated Life Style Marketing
    • However, not all forms of BTL are interactive i.e. distribution of flyers will have direct contact with the consumer but it is not Lifestyle marketing.
    • 50. Similarly a web advert gives the consumer an opportunity to click for more information and thereafter the engagement ends, that is not Life style marketing.
  • Sekani Africa: Integrated Life Style Marketing
    Traditional media advertising – print, radio, TV and outdoor can be used to promote a Life style marketing campaign by having a call to action to text for more information, promote an experiential marketing event or advertise online activity i.e. using 2d barcodes.
  • 51. Why Life Style Marketing?
    Sekani Africa: Integrated Life Style Marketing
  • 52. Sekani Africa: Integrated Life Style Marketing
    • Traditional methods of advertising are not as effective as they used to be, as people choose what they want to watch, read and listen and when to i.e. DVD players, PVR decoders, search engines – people search for current trends.
    • 53. Life style campaigns can track their progress through applications such as Google analytics and trackur.com. Thereby making it possible for readjustments and improvements during an ongoing campaign.
  • Sekani Africa: Integrated Life Style Marketing
    • Life style marketing can effectively reach and target an audience through its many forms to reach the generation X & Y whose technology driven lifestyles are not effectively reached through traditional methods of print, radio, TV and billboards.
    • 54. Life style marketing campaigns are effective in experiencing and interacting with a product/service and the brand personality behind it is most likely to influence consumer opinions and to reinforce the primary message.
  • Sekani Africa: Integrated Life Style Marketing
    • These campaigns can be highly targeted and effective in local, national or regional campaigns and are much more cost effective as compared to traditional media campaigns
    • 55. A 3 month Integrated Life Style campaign can start from as low as Kshs 30,000 where as traditional advertising from as high as Kshs 10,000,000
  • Sekani Africa: Integrated Life Style Marketing
    Contacts
    Muthoni Mahinda
    CEO
    Sekani Africa
    Loiyangalani Drive, Lavington
    P.O. Box 53913-00200,
    Tel: 020 807 0006
    Cell: 0736 851 581
    Email: muthonimahinda@gmail.com

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