In May, Ncholo gave a presentation on marketing to low-income groups at the Marketing Indaba Conference in Cape Town and Johannesburg. At these repeat sessions, Ncholo will speak on the same topic to the various delegates in attendance.

Delegates include marketing directors and managers, account executives, representatives of public relations, advertising agencies, brand managers, as well as event and conference organisers, among others. Through the conference, they will have an opportunity to keep up to date with the latest marketing trends and ideas.

Organised by CADEK Media, a Cape Town-based events and publishing company, the Marketing Indaba will take place at the Wanderers Club in Johannesburg on Wednesday, 11 October and Thursday, 12 October. It will also take place at the Garden Court Nelson Mandela Boulevard Hotel in Woodstock, Cape Town on Wednesday, 18 October and Thursday, 19 October as well as at the Oyster Box Hotel in Durban on Friday, 24 November.

The conference aims to inspire and assist the marketing and communications industry, giving marketers information and ideas on marketing their products and services. Delegates will have the chance to listen to over 15 industry leaders and speakers covering a wide range of aspects of the marketing discipline. The conference also offers networking opportunities for marketers.

"It is humbling to be a speaker at the marketing industry’s biggest conference, and to be associated with it," says Ncholo. "I have invested time in understanding the main or African market. Sharing my insight about this market at the conference is a great feeling."

"It’s a wonderful opportunity to speak at the Marketing Indaba again in October and November. There is a huge demand to understand the low-income market in our country, which consists of about 10 million households that marketers need to reach out to," adds Ncholo.

Ncholo's presentation at the Marketing Indaba provides insight into low-income markets in Africa, the township economy, and how to market to low-income groups. Ncholo will also discuss how low-income markets in Africa present a profit-making opportunity, while also highlighting that residents of townships and rural areas are looking for convenience in shopping, value for money, and cultural relevance.

As part of his talk, Ncholo will highlight four key points for brands and organisations when targeting low-income groups. These include that township and rural communities are highly aspirational and that having an emotional selling point (ESP) is key in this market. 

He will also discuss the importance of producing quality products for the second economy or lower-end consumers as they have limited spending power and can’t afford financial loss, while also touching on the importance of running a tailor-made communication strategy for this market, which considers different languages and cultures.

"Presenting at the Marketing Indaba in May was hugely beneficial for me," says Ncholo. "Most brand executives reached out and invited me to forums at their companies to share my knowledge."

Chris de Klerk, the owner of CADEK Media, says some marketers didn’t have the chance to attend the Marketing Indaba in May. "Having the conference in October and November gives them the opportunity to attend and reap the benefits of all it has to offer," adds de Klerk.

"The conference has been running for the past seven years, and this is the first time we are having repeat sessions of it. It’s great that we are able to reach more marketers this year as compared to previous years," he says.

Speaking about the Marketing Indaba in May, de Klerk adds, "It was informative, and the feedback from the delegates was very positive. Ninety-five percent of attendees said they would recommend the conference to others, while 90% of them mentioned that they would attend it in future years."

The Durban leg is a one-day conference, and Ncholo is one of eight speakers selected to present at this event. Operating since 2004, Yourself Management has experience in providing marketing services to low-income groups.

The agency has carried out campaigns for the township market and has positioned itself as being 'Leaders in the African Market', focusing on providing its services throughout sub-Saharan Africa.

Over 300 staff currently work for Yourself Management within the Southern African Development Community. The business runs an average of 30 campaigns annually and is the preferred supplier for companies like Tiger Brands, Nestle, L’Oreal, and Platco Digital (eTV), among others.

For more information, visit www.yourselfmanagement.co.za. Alternatively, connect with them on Facebook or on Twitter.

media update was in attendance at the Marketing Indaba in May. Read more in our article, Day one of Marketing Indaba packed with insights.