The economy may be slowing down, but there is at least one target market that just keeps on picking up speed! The so-called “Black Diamonds” have grown incrementally in both size and spend over the past year - but are you doing what it takes to attract their attention, and their cash?
That's the topic Rudo Maponga from TNS Research Surveys will be covering in her presentation at the Habari Media Digital Symposium, to be held at the Spier Wine Estate in Stellenbosch, on March 25 and 26. The symposium, which is held annually by Habari Media in a bid to share knowledge in and around the online environment, will also feature the likes of Busisiwe Mahlaba, executive head of the Media Division at Afrlilink Investcorp; Matthew Bull, chairman of the Lowe Bull Group and worldwide creative director of Lowe Worldwide; and Tom Bowman, vice president of international advertising sales at BBC.com and BBC Worldwide.
Although she will provide a basic introduction to the “Black Diamond” group, including its size, income, spend and segmentation within the group, Maponga will focus primarily on the media consumption habits of this hot and happening market.
“I'll answer questions such as what radio stations ‘Black Diamonds' are listening to, what TV channels they're watching, and which newspapers they're reading on a daily and weekly basis. Also, and most importantly for this symposium and its audience, do they have access to the Internet, and how many have access to a cellphone?”
According to Maponga, one of the most interesting stats to emerge from TNS research surveys on the “Black Diamond” market is that 99% of women in this group have access to a cellphone!
To ensure that you emerge from the presentation armed with sufficient knowledge to really start engaging with this market, Maponga will not only look at media penetration, but also trends within each media segment. In the cellphone category, for example, she will examine popular features and applications.
Finally, she will outline some basic principles of connecting with this sector of the market.
“The question the audience should ask themselves after seeing the presentation is; are they really reaching ‘Black Diamonds' when it comes to advertising and other communication?” concludes Maponga.
For more information, or to register for the symposium, go to symposium.habarimedia.co.za/.
