1 May 2019 saw the IMA MEA Chapter hold its first annual summit in Dubai, and Debbie Ghillino, MD of The Incentive Company and also Secretary of the Chapter, was there to talk about the exciting opportunities and challenges the incentive industry faces in Africa.

1. Incentives in Africa

2. Debbie Ghillino
Debbie has 22 years Incentive industry experience, having
worked for the top Incentive companies in South Africa. She also
has 7 years Incentive experience in the United Kingdom where
she worked for top Performance Improvement companies.
Some special achievements are:
• President of the IMA Global Incentive Council 2013 to 2015 –
first African to have the privilege
• First African to attend the Incentive Marketing Summit
for 5 consecutive years
• Invited to present sessions at three of the IMA Summits on
incentives from a global perspective
• Published white paper on Incentives in India
• Published in numerous SA publications on incentive and
loyalty best practice
• Regular speaker at industry and loyalty conferences in SA

3. Interesting facts about Africa
Africa is made
up of 54
countries
(Europe has 50)
Only 12.5 kms
separate Africa
from Europe

4. Interesting facts about Africa
By 2030, one in
five people will
be African.
The continent has
the fastest growing
population in the
world.

5. Interesting facts about Africa
Africa has the widest
range of ethnic
groups
100 million Arabic
10 million European
up to 1 million Chinese
3,000 different ethnic
groups

6. What are the benefit to Famous
Brands?
Interesting facts about Africa
In Africa there are
more French-
speaking people
than in France
One third of the
world’s languages are
spoken in Africa

7. What are the benefit to Famous
Brands?
Interesting facts about Africa
In Africa 93% of
people have
access to a
mobile phone

8. What are the benefit to Famous
Brands?
Interesting facts about Africa

9. What are the benefit to Famous
Brands?
Interesting facts about Africa
Most popular
brands in Africa

10. What are the benefit to Famous
Brands?
Interesting facts about Africa
In 11 African
countries, women
hold close to one-
third of
parliamentary
seats.
This is greater than
Europe.

11. What are the benefit to Famous
Brands?
Interesting facts about Africa
7 Megacities in
Africa:
Nairobi, Khartoum
Johannesburg/Pretoria
Lagos, Cairo, Accra,
Kinshasa/Brazzaville

12. What are the benefit to Famous
Brands?
Incentives in Africa
Cultural hints
• Respect of elders, enquiring as
to you and your family’s health
and not just jumping into
business are recommended
• Africa time is real – to rush is
insulting
• Avoid Western World ‘know it
all’ attitude
• Embrace multiple languages &
cultures
• Red tape and institutional
bumps require patience

13. What are the benefit to Famous
Brands?
Incentives in Africa
Challenges
• Large areas to consolidate with
poor inter-regional infrastructures
• High motivation/low competence
in terms of execution
• Huge divide between have/have
not’s
• Technologically advanced in major
cities
• Mobi sites used more than
traditional websites
• Growing populations with
increasing wealth and access to
technology

14. What are the benefit to Famous
Brands?
Incentives in Africa
Types of incentives:
• Sales Channel
• Reward &
Recognition
• Loyalty
(B2B & Consumer)

15. Incentives in Africa
What works:
Sales channels
• Technology – especially
use of apps
• Personalised comms – incl
rankings, dashboard
• Leader boards
• Short milestone rewards
• Fun and humour

16. Incentives in Africa
What works:
Reward & Recognition
• Instant/virtual nominations
• Traditional nominations
• Wall of fame
• Recognition from leaders in
front of peers
• Rewards don’t have to be
costly
• Fun giveaways

17. Incentives in Africa
What works:
Customer Loyalty
• Preferential treatment
• Early notice of upcoming
events/specials/products
• Perceived levels of special
• True value in rewards

18. What are the benefit to Famous
Brands?
Incentives in Africa
Rewards
• As instant as possible
• 94% food & data
• Delivery challenges
• Variety on catalogue
• High insurance costs
• High theft instances
• Low density of retail
outlets in regional
areas

19. What are the benefit to Famous
Brands?
Incentives in Africa
Rewards
• ‘Ubuntu’ – the culture of
helping your
neighbour/family and
community
• Offering ‘dreams’ results
in helping others
• Nature team rewards
(collaring elephants,
anti-poaching initiatives)

20. What are the benefit to Famous
Brands?
Incentives in Africa
Rewards
• Travel rewards – local
is great
• But beach not 1st
option
• Shopping/city breaks
welcome
• Cold places not too
exciting

21. Thank you for your time
Every morning an impala
wakes up knowing that it
must outrun the fastest
lion if it wants to stay alive.
Every morning a lion wakes
up knowing that it must
outrun the slowest impala
or it will starve.
It makes no difference if
you are a lion or an impala,
when the sun comes up in
Africa you must wake up
running"
Anonymous, Zambia