MAL 25/18 MAL25/18 - Page 46

PERSPECTIVE How To Use Share Of Voice (SOV) To Predict, Drive Or Impact A Brand’s Top Of Mind Awareness (TOMA) – A Nigerian Perspective By Josiah Kimanzi S OV = Share of Voice; TOMA = Top of Mind Awareness. So what is the correlation between these two levers and how can SOV be used to drive, predict or impact TOMA in a Nigerian context? Awareness is usually the main building block to a relationship between consumers and a brand. This would start from unawareness of the brand and reach the top level of brand awareness, commonly known as TOMA. Various brands use different philosphies but the end game being the same to define the relationship along the consumer journey. From unaware, the next step is knowing about the brand although they are yet to interact with it. Let’s use the current Nigerian lager beer scenario. Two new brands, Budweiser and Tiger, have been launched in the market. If you asked most consumers (except those who attended the respective launch events at the Landmark or Muri Okunola Park in Victoria Island, Lagos), they are largely unaware of the existence of these brands. Now the challenge is how does the brand manager of either one of these brands push their awareness levels from unaware to the TOMA level? So let’s call stage 1 completely unaware of the brand. That means that a lot of effort and spend on media both Above The Line (ATL) and Below The Line (BTL) will be required to drive brand recognition and presence. However, the communication must be breakthrough, engaging and translate into eventual trial and repertoire. An example would be the current Airtel Ad, which (in my own opinion), took an interesting twist from a scene in the epic Wedding Party movie and leveraged on it to make a memorable ad that connects self image and an extended expression of the ladies involved in a comical way. The reason the ad resonates well with Nigerian Stage 2 would be interesting, where the con- sumers are now aware of of the brand but they are yet to use it. This is also dependent on the category and how much the brands are activated at the ATL and BTL levels to drive usage. This is where sampling is a good initiative to drive tri- al and trigger repeat purchase. Star Radler was able to do this effectively at Ikeja City Mall. 44 MAL25/18 ISSUE consumers is a reflection of the competing “Owambe” scenes where both in-laws showcase their prowess. However, that does not mean that Airtel gained share in data usage, although the current consumer confusion with Etisalat and 9 Mobile could sway some users. That’s a story for another day. So back to our journey. Stage 2 would be interesting, where the consumers are now aware of of the brand but they are yet to use it. This is also dependent on the category and how much the brands are activated at the ATL and BTL levels to drive usage. This is where sampling is a good initiative to drive trial and trigger repeat purchase. Star Radler was able to do this effectively at Ikeja City Mall. This would also depend on other market factors such as distribution, trade margins and consumer desire. Case in point was La Casera which was very good with using the trade partners (especially in Lagos traffic) to drive volumes. However, the brand has lost ground recently, ceding share as Coca-Cola Nigeria Limited (CCNL) pushed their Fanta Apple variant more aggresively using the same price point. They knew which distributors to speak to and influence their brand presence while closely matching the taste profiles for La Casera and Fanta Apple that consumers could hardly tell the difference. Stage 3 would be where consumers know about the brand and they have now tried it. In classic research terms, this is where