Tembisa took the second spot on the Census 2011’s largest townships in South Africa list with 463 109 population count. Census 2011 further confirmed was is clearly obvious – of that number 98,9 percent are Black Africans. Tembisa is not really marketed in all forms compared to the number one township in South Africa, Soweto. The South West Township (Soweto), is well known all over the world because of various historic moments chronicled by major media outlets. This often to a certain degree overshadows Tembisa if not always. This has to change. It will prove difficult to compete with Soweto definitely not impossible as every township can be branded accordingly to attract the necessary opportunities for growth and ultimately recognition in the right places.
Branding a township such as Tembisa will require government, businesses, individuals and the community working together with the end goal in mind. Government has the capacity and the right resources needed to steer the ship, while the other three can play a major role in making the project becomes a successful one.
There is an interesting media coverage of news and other activities pertaining to Tembisa. Majority of journalists sees Clayville, Ivory Park, Ebony Park, Rabie Ridge and Birch Acres as sections in Tembisa. Keeping in mind that these areas are not in any away form part of Tembisa geographically, they can be confused as such because of their close proximity, almost linked. Not only that, these areas make use of various facilities in Tembisa – from shopping centres to taxi ranks, to even chilling spots on weekends. From a marketing point of view this is good, add the combined population count, you have a healthy number to focus on.
What does this mean to a marketer in today’s marketing world?
A marketer today is mostly drawn into digital as they should apparently. Given the current marketing ecosystem, it is a safe bet they argue. In order to be an efficient marketer, you need to understand both. Some areas even target markets are not online, vice versa. In any township or area in South Africa, to achieve the desired results, digital and offline marketing strategies have to be combined. However, one has to conduct the necessary research in order to make the best decision suitable for the brand or service.
Tembisa comprises of affluent and poor sections, e.g. Hospital View is classed as affluent while sections like Mandela Kofa given the informal settlement class is poor. Surprisingly there is a well-known fast food franchise just opposite Mandela Kofa. What you see often is not what you will get in Tembisa, hence it is very important that you conduct a research.
The way we market now compared to… say ten years ago, it is dramatically different but the main thing remains – we market to achieve defined goals. Whether to launch a new offering or to spread a certain message, we always start with the basics never on a mere hunch especially with marketing budgets being so limited lately. However, even with limited budgets, a lot can still be achieved in Tembisa as long as you clearly understand the market. A lengthy discussion relating to location and regional marketing in South Africa led to a client wondering if it is even worth it to market in Tembisa. Well, it is if you have the target market numbers. They tell a story, never forget that.
Taking it to where the majority of people are
Make no mistake, every township has its own places you can get the preferred target market. From taxi ranks to taverns. Tembisa is not that tricky to master if you know exactly what you want to achieve. These are some of the few places to start with; Two busy Taxi Ranks – Sangweni and Oakmoor, Over five busy shopping centres, Taverns and bars, Community media outlets and many more. At Tembisa On Record, we know this location just like one mastering the art of cooking pap. Location and regional marketing is our daily bread – www.tembisaonrecord.co.za or [email protected].