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MARKETING STRATEGIES FOR LOW-INCOME CONSUMERS CONFERENCE

How to reach, connect and serve people at the Bottom of the Pyramid

Information

10 – 11 May 2017
Hyatt Regency Hotel, Johannesburg

Times are tough, especially in poor communities. Low-income consumers are struggling to survive and facing major challenges and social problems every day. However this market still presents massive opportunities for brands to grow their market share and profits, especially for those brands that are able to deliver real value to their lives!

In order to succeed and make a difference it’s crucial for marketers and businesses to understand the changing environment, shifting attitudes, new trends and the real needs and aspirations of this market.

Here is your opportunity to get the latest insight that will change the way you think about low-income consumers and help you to successfully tap into the lives of these elusive consumers.

Join us at the annual conference on Marketing Strategies for Low-Income Consumers, taking place on 10 – 11 May 2017 in JOHANNESBURG and 1 – 2 August 2017 in CAPE TOWN.

This ground-breaking and unique event will expose you to the best practices, real solutions, cutting-edge insight and effective strategies needed to operate successfully in the low-income market.
* BACK BY POPULAR DEMAND * Interactive discussions sessions with STOKVEL members and INFORMAL TRADERS – they will share their stories and answer YOUR questions.

WHY YOU SHOULD ATTEND:

  • This event is specifically designed to help marketers and brands to better understand and connect with people in the low-income market.
  • Get the latest research and insight to better understand the complexities, pressures and needs of these unique consumers.
  • Be inspired, motivated and challenged with fresh thinking, new information and great ideas to take back to your organisation.
  • Engage with real people from these communities and ask YOUR questions – informal Q&A session with STOKVEL members and INFORMAL TRADERS (BACK BY POPULAR DEMAND).
  • Be part of one of the very few events that focuses exclusively on the low-income market and where speakers have been carefully selected to address topics unique to this market.
  • The programme is packed with relevant and critical topics presented by industry leaders, influencers and top companies.
  • Learn how to adapt your marketing strategy for this unique market.
  • Get practical examples and tools to implement immediately.

WHO SHOULD ATTEND:

  • Marketing Managers and Marketing Directors
  • Consumer Insight Managers
  • Brand Managers
  • Business Development Managers
  • Product Managers & Strategists
  • Market Research Managers
  • Advertising Executives
  • NGOs
  • Government organisations

MORE INFORMATION

Contact Maureen du Toit +27 83 226 6657 or maureen@knowres.co.za

Programme

DAY ONE • 10 MAY 2017

07:30–08:30

REGISTRATION AND REFRESHMENTS
Meet attendees, speakers and Knowledge Resources staff


08:30–08:45

Welcoming and introduction


08:45–09:45

The low-income money matters report – uncover key insights on how the mass market is coping in this tough economic climate & what they’re doing to survive

Lebo Motshegoa, Director, Foshizi


09:45 – 10:30

Stepping out of the BoP box: How using empathy can uncover the real needs of township youth

Jess Jorgensen,
Director: African Insights, Instant Grass


10:30 – 11:00

MORNING BREAK
Enjoy some refreshments to keep you energised and use the opportunity to network and connect with fellow delegates and speakers.


11:00 – 11:45

Understanding STOKVELS – the latest developments, facts & opportunities

Thabiso Masudubele, Managing Director, Tyvision Media and Founder of the Stokvel Indaba


11:45 – 12:30

Meet & engage with STOKVEL members   (INTERACTIVE Q&A session)

Panel of Stokvel members (grocery, burial and saving stokvels)


12:30 – 13:15

LUNCH – FEED YOUR BRAIN TO ENHANCE THINKING PERFORMANCE
Enjoy a mouth-watering lunch with a wide selection of gourmet dishes


13:15 – 14:00

Connecting with low-income communities in their personal space and at special occasions

Mpume Shange, CEO, Expressive Consultancy


14:00 – 14:45

Win hearts & build value creating an integrated communication platform that resonates with today’s low-income consumers

Lloyd Msomi, 
Founder and CEO, Urban Nation Group


14:45 – 15:00

RECHARGE BREAK
Take a quick break, enjoy some afternoon refreshments and recharge for the last session of the day.


15:00 – 15:45     

Reach and engage with low-income & rural consumers using MOBILE:  latest insights and real solutions on how to use mobile marketing effectively 

Patrick Palmi, CEO, justpalm.com

15:45 – 16:30   

Doing business in townships and rural areas

Speaker to be confirmed


16:30 Close of Day One

 

DAY TWO • 11 MAY 2017

07:30–08:30

EARLY MORNING REFRESHMENTS
Continue your conversations with fellow attendees and speakers. 


08:30–08:45

Welcoming and introduction


08:45–09:30

Social innovation and entrepreneurship in the low-income market – lessons from the SAB Foundation

Bridgit Evans, Executive Director, SAB Foundation


09:30–10:15

Shifting consumer values in the low-income market

Wendy Cochrane, Founder, Big Mama’s Famous Truth Shop


10:15–10:45

MORNING BREAK
Enjoy some refreshments to keep you energised and use the opportunity to network and connect with fellow delegates and speakers.


10:45–11:30

Leveraging data to understand the financial needs of low-income markets –crafting informed decisions

Jabulani Khumalo, Senior Information and Research Specialist, Finmark


11:30–12:15

The Informal Trade – latest insights and trends that are affecting the retail landscape in the informal sector and the key success factors every marketer needs to know

Gill Mkhasibe, Co-owner, The Mkhasibe Group


12:15–13:00

LUNCH – FEED YOUR BRAIN TO ENHANCE THINKING PERFORMANCE
Enjoy a mouth-watering lunch with a wide selection of gourmet dishes.


13:00–13:45

Meet the Foreign Informal Trader (INTERACTIVE Q&A session)

Andy Coetzee, Owner, Soweto Style Experience AND a group of foreign traders to answer your questions!


13:45–14:30

Enough of the dancing and singing developing authentic brand experiences for low-income consumers

Bongani Chinkanda, Business & Strategy Director, Elevator


14:30–14:45

RECHARGE BREAK
Take a quick break, enjoy some afternoon refreshments and recharge for the last session of the day.


14:45–15:30

Case study

Speaker to be confirmed


15:30–15:45     

Last discussions and close of conference


Speakers

Lebo Motshegoa, Director, Foshizi
Lebo is a director of Foshizi, a mass market research company that is known for going to the bottom of the pyramid to gather a wealth of information about South Africa’s constantly evolving black consumer market and opening new markets for their clients. Foshizi goes to the people, visit their homes, in their townships and rural areas, and speaks to them in their own language in their own territory. Lebo’s presentation contains real videos with real insights of the target market and actionable recommendations. In their 2015 profile about him, Indwe Magazine called him ‘South Africa’s Market Insights Guru’. Lebo is also the first person in South Africa to have published the first and only S’camto Dictionary of Township Lingo in 2003. The dictionary proved an invaluable tool for various industries, and earned Lebo Loerie Awards in 2003 and 2004.
Thabiso Masudubele, Managing Director, Tyvision Media and Founder of the Stokvel Indaba
Thabiso is the Director of Tyvision Media, the founders and organizers of the Stokvels and Burial Societies Indaba. He is passionate about the use of media as a tool for development and the advancement of lower income economic interests is key to his mission. Through Tyvision he creates platforms for ordinary members of Stokvels and Burial Societies to gain access to pertinent information that assists in their decision making process, particularly matters of money. He is on a mission to review the relationship between Stokvels and Burial Societies (and their members) and financial institutions, towards a more balanced and mutually beneficial relationship. As Director of Tyvision, he is currently overseeing the roll out of the Stokvels and Burial Societies Indaba throughout Gauteng, in Polokwane as well as in Mafikeng, with plans underway to roll out nationally. The Indaba is hosted in partnership with various stakeholders such as the JSE, INSETA as well as other private sector partners.
Mpume Shange, CEO, Expressive Through The Line Agency
Mpume built Expressive through-the-line agency from scratch some 18 years ago and sold 30% shares to a younger partner to drive innovation. Expressive is the Stokvels agency of choice for Shoprite SA, Unilever SA and Pioneer Foods. It also does in-store promotions, school promotions and roadshows for the various brands. Mpume was raised in a township and knows the ins and outs of township life. She also spent a number of years in rural Maphumulo during political riots. This groomed her to gain first-hand experience of the low- and middle-income consumer. Although she studied economics, she developed an interest in marketing while working for Unilever, which led to her starting her own Promotions Agency in 1998.
Lloyd Msomi, Founder and CEO, Urban Nation Group
Born in Umlazi, Durban, Lloyd has employed a disruptive approach coupled with strong consumer insights to bring to life value-driven, win-win platforms that break through to the bottom-end markets. At the age of 35, he has built a highly reputable multi-channel group which has serviced leading multinationals from different industries. These include Tiger Brands, AVI, Investec, Diageo, Vodacom, Nedbank, Nandos, KFC and Monash South Africa. With over 15 years’ experience as an industry leader, Lloyd’s passion for building ’value‘ continues to assist leading businesses unlock bottom-end potential while making a positive difference in communities.
Patrick Palmi, CEO, JUSTPALM.com
Patrick is a Telecoms & IT entrepreneur and mobile fanatic. He is passionate about helping brands connect with consumers in new, engaging and relevant ways. In 2009 he founded JUSTPALM.com to help do just that, after being inspired by the ‘Please Call Me’ concept, which enables mobile phone users to send free text messages to their loved ones when they run out of phone credit. As a student, Patrick loved this free service and it wasn’t long before he came up with idea of helping brands give consumers free sponsored calls in exchange for consumers giving their attention to an advertising message from such brands. JUSTPALM.com has been voted top tech start-up company to watch for in 2015 by the Sunday Times Business Class Magazine. Customers include dominant brands in the FMCG and brewing industry.
Bridgit Evans, Executive Director, SAB Foundation
Bridgit is the executive director of the SAB Foundation where the focus is on research, business support and investment into small and growing businesses and social innovators. Prior to this, Bridgit was the CEO of the GreaterGood Group, a firm specialising in socio-economic development consulting across eight African countries. She also spent time at the Gordon Institute of Business Science, running the Social Entrepreneurship Programme as well as the Imagination Leadership Programme. Bridgit has two degrees in Psychology and an MBA from University of Cape Town and the Indian School of Business in Hyderabad. She is an Archbishop Tutu Leadership Fellow with a passion for unlocking opportunities for people to transform their lives and realise their potential. She currently serves on the board of the Kathu Solar Farm Trust, GreaterImpact and the South African chapter of the Global Entrepreneurship Network.
Wendy Cochrane, Managing Director, Big Mama’s Famous Truth Shop
Big Mama’s Famous Truth Shop was founded by Wendy Cochrane, who has a colourful and productive history in the marketing, advertising and research industries. She has more than 20 years’ experience, working on diverse projects for great brands in many developing countries. She began in Unilever brand management, after which she became a director of an ethnographic research agency, c.i.a (Consumer Insight Agency). She learned how to convert insight into potent strategies and useful creative ideas as Strategic Planning Director for global advertising agency, J Walter Thompson. Wendy also lectures at the Red & Yellow School of Advertising. Big Mama’s Famous Truth Shop was born out of her passion for making business more human and creating growth out of doing good.
Gill Mkhasibe, Co-owner, The Mkhasibe Group
Gill and her husband, George, started The Mkhasibe Group (TMG) in 1988, after they published the first in-depth report on the then unknown spaza shop phenomenon. This created great interest from FMCG brand marketers, leading them to start their own business. The company has grown from a two-person outfit run from the balcony of a Hillbrow flat, to a full-time staff complement of more than 50, operating from offices in five provinces. The company specialises in township distribution, p-o-s erection, consumer sampling and product research audits at 6 000 stores, consumer activations, and qualitative consumer and shopper research. The company is also well known for exposing new trends in all of these arenas.
Andy Coetzee, Cultural explorer, experiential facilitator and owner, Soweto Style Experience
Andy grew up in the diverse regions of rural South Africa and has an in-depth understanding of the traditions and customs of his fellow Africans. Over the years, Andy has participated in a wide variety of indigenous cultural rituals and lifestyles, spending time with the Khoi san, experiencing Zulu rites of passage; and participating in Xhosa ceremonies to name a few. His role as a documentary film presenter has enabled him to explore some of the most intimate of cultural ceremonies. His migration to the city, with his knowledge of African languages and understanding of the people; widened his circle of friends to include urban residents and he is greeted with affection in both the rural areas and the big cities. As the bridge between rural traditionalism and the westernised commercial world, Andy provides unique and exclusive access to diverse markets, people and communities, affording, unparalleled insights for you, his fellow explorers.
Bongani Chinkanda, Business & Strategy Director, Elevator
Born and raised in Malawi, Bongani was schooled in Harare, Zimbabwe before completing his degree at Rhodes University in Grahamstown. He is a strong believer of solving client business problems, specialising in the mass market, and is passionate about bringing big ideas to the people. Bongani worked in trade and shopper marketing for companies such as Unilever, BP, Kraft Foods and Kimberly Clark from 2003 to 2008, before embarking on a career in advertising. In 2008 he founded Dzuwa Media to serve as a promotional goods supplier to the Malawian and Zimbabwean markets. It grew into a brand activations agency with a mass market focus that included work in Namibia, Botswana and South Africa in 2010. In 2016 they merged with Stretch Marketing, now called Elevator, to further extend their middle and mass market offering. In his spare time, Bongani loves reading, running, and creating new experiences to share with his three sons.

Sponsors and Exhibitors

Would you like the opportunity to market your company’s products and services to delegates at this seminar?

For information on sponsorships and exhibitions please contact Maureen du Toit +2783 226 6657 or maureen@knowres.co.za
   
   
   
REGISTRATION FEES
  Excl. VAT
** Early Bird Special (BOOK & PAY by 3 March 2017) R 7 500.00 (excl. VAT) – you save R850!
TWO-DAY CONFERENCE | Johannesburg: 10 – 11 May 2017 R8 350.00
TWO-DAY CONFERENCE | Cape Town: 1 – 2 August 2017

Please note:

  • Payment must be received prior to attendance
  • Registration fees include refreshments, lunch, parking and seminar materials
SETA grants and accreditation requirements

Many of our delegates enquire about the accreditation of our events. There is a misconception that organisations qualify for SETA grants only for accredited programmes. This is not correct. The payment of SETA grants is regulated by the Government Gazette, no. 9867, Vol. 570, 3 December 2012, no. 35940. These Regulations clearly state that the SETAs “must allocate a mandatory grant to a levy paying employer” that has submitted a WSP and ATR by the regulated date, has provided all the information required in the regulated template, and is up to date with skills levy payments. Furthermore, the template in the Regulations (Section C: Skills Development) allows employers to include ALL planned training in the report; not only accredited programmes.


REGISTRATION OPTIONS

ONLINE REGISTRATION

Please note that you will automatically be registered and invoiced for this event.

 

FAX OR MAIL YOUR REGISTRATION

Please download the registration form and return by:

FAX
+2711 706 1127
Attention: Conference Department

MAIL
Knowledge Resources, Conference Registration, P O Box 3954, Randburg, 2115, South Africa
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PHONE US

Please call a conference customer care consultant on +2711 706 6009

Online Registration Form

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Two-day Conference
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SPECIAL OFFERS

Register 3 delegates and the 4th delegate attends free of charge!

Special discount for registered NPO’s, small businesses (30 or less employees) & full-time lecturers at universitiescontact us for more information!



MORE INFORMATION

For more information and to book your seat contact Maureen du Toit   on +2783 226 6657  or
maureen@knowres.co.za

REGISTER

To book your seat contact Magdeline Matlatse  on +2711 706 6009 or 
magdeline@knowres.co.za

COMMENTS FROM DELEGATES:

  • ‘‘This event gave me great insights on how the market we do business in has evolved and how our marketing approach should also evolve’  – Nkosinathi, Simba

  • ‘‘The speakers was very experienced and I learned a lot from each one of them – very insightful two days’ ’ –  Ammara, Fair Price Furniture

  • ‘‘Highly informative & interesting event’ Bev, Orange Grove Dairy

  • ‘The speakers were well articulate and interactive’’  Neo, Botswana Savings Bank

  • ‘’This was my first time attending this conference and the programme was very insightful, relevant and eye-opening’ Thobile, Zinto Marketing 

 

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