Channel strategy conducted during studies at the University of Johannesburg

2. Introduction
Parameters of brief
Write a channel strategy for our chosen brand in the entertainment industry, that will resonate with the audience across
owned, paid, and earned media. The channel strategy must optimize digital channels and also integrate traditional
channels. The campaign will run for 3 months, aimed at the target market within South Africa, who are hip hop fans and
listeners.
Motivation
A channel strategy is necessary for the brand because the brand itself is not growing enough, and this could be because
it is not interacting with its target market on the right channels, in the right way. A channel strategy will enable the brand to
connect to its target market faster and more authentically by incorporating storytelling on the right channels.

3. Rationale
We were tasked to create a channel strategy for Bergie Fresh using both digital and traditional platforms, using the
research we have compiled together which includes both primary and secondary research. We also analysed the target
market, as well as the brand itself and segmented the audiences. Furthermore we created a campaign with a message
and slogan, that will run for 3 months. The campaign is targeted at the segmented audiences within South Africa using
the platforms best suited for the brand on both digital and traditional platforms. The campaign will also start and end
during the hip hop artists season, with a very limited budget suiting the brand while still enabling maximum engagement.
Constraints
- The budget for the campaign is very limited because the brand is not yet mature enough and not very well known
yet, which means the brand is also not financially stable for a huge campaign and will need support from
sponsors.
- Time is important as the target market is forever changing its mind, preferences and interests as new trends come
along, therefore running the campaign for 3 months is efficient enough and plays within the budget.
- Other constraints include social media and followers of the brand. The brand is not fully active on social media with
its target market in terms of creating space for shares, likes, retweets etc. so it will be difficult to get their attention.
- The duration of the campaign will also determine the size of the target market segment.
- Creating a real connection between the brand the target market while the brand is not yet mature enough

4. Objectives
- The objective is to create a channel strategy for Bergie Fresh in order to attract its target market and also grow the
brand.
- Enable engagement with the target market through storytelling using digital channels and traditional channels.
Assets of the brand to use
- The brand has a Facebook page with 1,248 likes
- A twitter account with 943 followers
- An Instagram account with 962 followers
Timing
- The campaign will start in August 2017 and will run through until October 2017, as this is the season for hip hop
artists.
- The campaign is initially for 3 months and it will take about 2 to 3 months to prepare for it, therefore preparing for it
between May 2017 and July 2017.
- The time from January to April 2017 will be used to gain sponsors for the campaign.

5. MARKET ANALYSIS

6. Clearly, indicate how insight impact on the brand and
brand storytelling in the converged media space
- Bergie freshes insight goes deeper than just knowledge, it goes as far as changing people's behavior (it is not enough
just to know Bergie Fresh as a rapper but people must actually buy, listen and tweet about his music and his music
must impact on the way his target market thinks.
- Therefore Bergie Fresh engagement with his target audience makes him understand what his target market wants and
likes and he often based a few of his songs on it which will makes his target audience enjoy his music.
- Insight make’s Bergie Fresh’s brand stand out amongst other rappers (his competitors) which will lead to
eared/organic media.

7. Bergie Fresh does not make use of storytelling but he should start making use of storytelling because:
- Storytelling makes the brand relevant and authentic.
- Storytelling will touch the brand's target audience emotions.
- Storytelling gives the target audience the ability to relate to the brand.
- The use of storytelling allows the brand to stay in the mind of the consumer/target market.
- If a brand uses storytelling it will lead to brand loyalty.
- An increase is the band's product/music consumption.
- The brands profit will increase which will lead to more money for marketing this is where paid media will come in.
- If a brand is up to date and relevant it will increase owned media’s profile which will improving the brand's image.

8. MARKET TRENDS

9. • Digital marketing has been seen to be the fasted growing form of marketing hence the market
is a more digitally evolving marketing space in South Africa.
• This happens through digital downloads in platforms which are popular to the target
audience.
• Social interaction then creates a more visual and augmented reality for consumers and
brands do this through social media platforms
• People want to see more of visuals that create shareability,talkability and stickability

10. MOST POPULAR DOWNLOADING SITES IN SA

12. LSM 5-7 - Age:18-25
v
MARKET INSIGHTS

13. MARKET INSIGHT
Consumers prefer digital engagement and constant interaction with a brand, where they can be able to like, retweet, share,
download and continue conversations online.

15. Stages of marketing
South african
Hip Hop
Bergie fresh

16. Cluttered environment
Strengths
Bergie fresh has an already existing market, this is due to his social media followers that he already has, Bergie Fresh is also very active on social
media.
Weaknesses
Bergie Fresh does not use his social media platforms effectively, he does not create conversation and engagement on social media.
Opportunities
Bergie Fresh should use storytelling and he needs to get a set channel strategic to create awareness and to get more fans which will also lead to an
increase in profit and his brand will become well known if he creates conversation and engages with the public. Utilize the social media platforms
available
Threats
There is no clear segmented audience, his target audience is cluttered therefore the marketing and advertising industry won't know who to
communicate with and how to communicate with them. Hip Hop is the fastest growing music genre in South Africa, this means Bergie Fresh is
competing with well know, famous, popular and loved Hip Hop artists which makes it difficult for him to get to their level and to exceed his competitors
level.

17. Seasonality
June, July, August, September and October is Hip Hop artists season

18. Distribution alternative and opportunities
- Bergie Fresh should link his story, brand and music to the latest trends.
- He should create long lasting hashtags (#) because hashtags are even trending on facebook.
- He should create conversation using social media platforms such as Facebook and Twitter.
- He should post/tweet a line/verse and ask the public if they like it and for recommendations, because engagement seems to
be key and millennials what to feel important and they want their opinion to count, they want to customise and personalise
things, he should give people something to read online and his info and music should be quick and easy to get access to
using mobile phones.
- Bergie Fresh should work/collaborate/integrate with popular hip hop artists such as Cassper Nyovest and Aka because they a
market trend as the moment and it will allow him to grow his brand,music and profile.
- Bergie Fresh should also post more pictures and videos because pictures and videos is what his target audience prefer,enjoy
and pay attention to because virtual reality and augmented reality is taking over this is where innovation is introduced.
- He should use Facebook to advertise/create awareness for himself, that what most brands are using then use twitter to add
onto his adverts and the facebook app will only show this advert to people that's interested in it using algorithms.

19. Distribution alternatives & opportunities (continued..)
In addition to digital communication, Bergie Fresh has to incorporate traditional communication through radio interviews,
and guest appearances on local TV shows like ShizNiz, as he is already on Coke Studio. This shows that he is slowly
making his mark on television, and making himself visible to the public and target market.

21. Target market, market
segmentation, message
& slogan

22. Consumer and audience insights.
Clearly indicate how insights impact on the brand and brand storytelling in the converged media spaces
Consumer insights has forced brands to move away from traditional media engagement with audience and
focus on content which entertains, provides relevance and appeals to the emotions of the consumer. This
content is as storytelling and/or content marketing.
Content marketing is the creation and distribution of relevant and valuable content to acquire, engage and
attract a clearly defined and understood target market. Storytelling is a marketing tactic which is based on the
on the idea that content which is relatable is much easily remembered by the targeted audience.
Due to the increase insight awareness, we see a shift which forces brands to move from communications which
engage one particular audience to engagements which allow many to many communications to take place. Eg;
Comments, Likes, Reactions to brands posts and updates.
Emerging insights of the consumer has shortened the period by which campaign planning used to occur.
Campaigns of 12- 18 months has been decreased to 3-5 month basis bearing in mind that
alternatives/contingencies need to be kept aside in the event of trending or viral media communication.

23. Consumer and audience insights contin...
Storytelling along with consumer insights seeks to eliminate Top down communication and developed a more engaged
and entertainment target audience.
Insights have widely broadened the extent to which communication takes place. The focus is currently high on
technology and this emphasizes the need for a brand to function holistically and communicates through both traditional
and the social media, technological mediums.
Insights have brought about the need for Conversation marketing, i.e: Snackable content (Snapchat/Instagram stories,
less than 140 character tweets), Story scaping (engagement through advertising) and Native advertising (Sponsored
posts on Facebook and Instagram)
We see how brands have placed wider focus on Earned media and less emphasis on Owned or Paid media as
consumers are continually bombarded with multiple options. Brands however hope that paid and earned media will
result in earned media.

24. Reach
Our target audience are individuals between the ages of 18-25 who enjoy new school Hip Hop and clubbing. Wide focus
is placed on individuals who follow and set trends within the social media sphere, boast about rap and enjoy self
assertive rap styles. LSM = 5-7
Segmentation
Demographics
Individuals between the ages of 18-25 living in urban areas.
Psychographics
Psychographic attributes include money spenders, outgoing and fun individuals who value friendship and fun over
everything.

25. Behaviour and Trends
This includes swag, love status and a passion for music.
Generational
Due to the emerging South African music scene, the listening and downloading of local Hip Hop has increased
significantly. According to The Daily Vox, South Africans want more local music on their radio stations. More than 70%
males of mixed origin listen to Hip Hop, 40% of total Hip Hop listeners are African.
(www.http://brandongaille.com/25-good-hip-hop-demographics/)
Converged consumption patterns and trends of the target market segments in the post-digital
environment.
Which digital patterns are preferred and why?
Facebook, Whatsapp, WeChat, Messenger and Instagram are the most preferred digital trends within the social media
sphere as they open the door to public engagement, reaction and comments.
.

26. Converged consumption patterns and trends of the target market
segments in the post-digital environment continu...
How are these relevant for the brand?
Brands can make use of these to engage consumers on a daily basis in a manner which appeals to them and gives them
the instant gratification they desire
Brands can use this as a seamless way of promoting themselves or their ideas and products.
Brands can use this to respond to problems or situations of difficulties which consumers face.
What are the implications thereof for a channel strategy?
Careful adherence to these preferences to ensure that the strategy is appealing to the targeted group in order to ensure
that their need is met.
Understanding their preferences so that the strategy works for the targeted group in order to be effective.
Resonating the channel strategy so that it may attract not only the targeted market but those outside of the market as well.

27. How many segments should be targeted?
All four segments should be targeted in order to develop a concise channel strategy.
Is there a possible secondary target market segment?
No, due to the fact that the segment group will basically operate on a digital landscape, meaning that their interaction will be
driven by the common personalities with the brand at hand (Bergie Fresh) and the conversations will only target the segment
at hand because we are still trying to target the primary segment which relates to the brand.

28. Message, Slogan & Hashtag
Message
Bergie Fresh is a young upcoming Hip-Hop Artist with a different approach in the music environment. He makes it known not
only in his music but in how he carries himself that he is ready to learn, to improve his music ability. A humble artist is rare to
find, considering the fact that we live in a society where ego appears to be the trend. So if you going to be fresh, be Bergie
Fresh.
Slogan
G.O.A.T - Greatest of All Time.
Hashtag
#TeamBergie

29. THANK YOU