Welcome to the New Year!
The past year came with a lot of economic challenges - inflation, insecurity, exchange rates, etc. So Nigerians have collectively decided to adopt an unofficial slogan for the year - NO GREE FOR ANYBODY. This could be loosely translated to mean "stand your ground" or "don't give in to opposition or pressure".
For businesses, no gree for anybody could mean being relentless in their marketing push, innovating consistently, connecting with customers, and building a global brand that stands out in the marketplace.
Although we may not be able to figure out exactly how “no gree for anybody” became the unofficial slogan for Nigerians in 2024, here are a few strategies we believe winning brands will adopt to stay ahead of the game this year.
Authenticity & Storytelling
Authenticity is a non-negotiable for brands that want to thrive in the face of increased competition and the struggle for customer patronage. If the competition was fierce in 2023, it would increase in 2024 as more brands struggle for consumers' attention.
It is easy to jump on the “no gree for anybody” bandwagon and increase efforts in marketing to customers, the only brands that will be able to cut through the noise and stand out are those that are authentic and embrace the power of storytelling. Authenticity allows brands to connect with consumers on a personal and emotional level. it creates a sense of relatability, resonating with the audience's own beliefs and aspirations. This connection goes beyond mere transactions, fostering loyalty and long-term relationships.
In 2024, brands should fight for the affection of the audience and not just their attention. They have to tell stories with the audience as the main characters while positioning themselves as the catalyst for their transformation. Using storytelling effectively builds trust and increases a brand's capacity to influence purchasing decisions. It also helps to humanize the brand and acquire customers at a lower cost.
Increased Focus on Offline Experiences
Successful marketing in 2024 will involve moving beyond the screen and creating real-world touchpoints that give customers a unique, memorable, and immersive experience, create meaningful offline connections, and leave a lasting impact on their minds. With information overload, endless advertising, and digital fatigue, standing out is very important. Brands should seek to create impactful moments that cut through the clutter and stay etched in the memory of their audience.
Immersive brand activations using technology such as Virtual reality and Augmented reality enable consumers to interact with products virtually, visualize how items will look in their own spaces, or even play games that incorporate brand messaging.
Another vital aspect of this is the focus on events. These events could range from product launches and pop-up shops to interactive workshops and community gatherings. The goal is to create environments where customers can engage directly with the brand, fostering a sense of community and making the brand a part of their personal experiences.
As consumers increasingly seek tangible, real-world experiences, brands that invest in this strategy are well-positioned to make a meaningful impact in the hearts and minds of their customers. And there’s data to prove this: According to Freeman “64% of consumers hold onto positive impressions of brands for one month or longer after a brand activation or event” while “77% of consumers say that interacting with a brand at a live event increases their trust in the brand”
Increased Focus on UGC
Consumers are more skeptical of celebrity endorsements as they can now tell when someone has been paid to endorse a product. The need for brands to tap into UGC will increase in 2024.
User-generated content is inherently authentic because it reflects the real experiences and opinions of consumers. When customers share their positive experiences with a brand, it serves as a recommendation to their peers. This organic promotion can significantly impact brand awareness, attracting new customers based on the positive experiences of existing ones. Brands can respond to and interact with this content, fostering a dialogue that goes beyond traditional one-way communication.
Within the first few weeks of January, the year has already given us its first big win with User Generated Content (UGC) for a Nigerian brand. Ayacare, a menstrual pad brand recently became the talk of the town after a review of its product was done by Tiktok user tamarah.doubrah who shared her simple discovery - “the perfect sanitary pad”. This video generated several conversations on social media about the quality of the product and the product’s thoughtful design which led to the pads selling out in various stores and outlets across the country.
Continued rise of Nano and Micro-Influencers
While influencer marketing has been around for a while. Last year we witnessed an increase in the use of nano and micro influencers by brands. This happened because brands now think about customer connection, and loyalty and are looking for cost-effective ways to build this. After all, it translates better in the long run.
Nano and MicroInfluencers have smaller but highly engaged audiences and are becoming increasingly more powerful in driving conversions than celebrities and this trend will continue in 2024. Tapping into these kinds of niche influencers with actual communities that trust their opinions on product recommendations is a proven recipe for success this year.
They have their tone of voice, know how to speak the audience’s language, and drive conversions through their recommendations.
It almost feels like word of mouth, which is still the best form of marketing. They also engage more with their audience, and engagement means more reach/impressions, and this drives conversions.
Finally, it's important to remember that merely saying "no gree for anybody" is not enough. Brands need to be intentional about it.
At Connect Marketing Services, we have succeeded in helping our clients achieve their audacious marketing goals. We pride ourselves on being experts in this space, consistently delivering immersive experiences that resonate with consumers and drive tangible results. Let us propel your brand to new heights this year and make every interaction with your customers a positive experience.