The HITRADIO NAMIBIA difference

2019.8

IN THIS COPY

Maintaining the

compeve edge 2

The ideal radio spot 2

Hitradio Namibia's target

market 4

Survey results 4

Introducing new voices &

faces 6

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MAINTAINING THE COMPETETIVE EDGE

THE NEXT GROWTH CYCLE:

ARE YOU READY?

• Growth will be driven by the private

sector investment and consumer

spending

• High income groups are the first to

spend when the economy starts to

grow

• Differen0ate your exis0ng

products and services and demand

a premium for your value add

• Target high income groups for

your products and services via

brands

• Adjust your marke0ng strategy to

build, maintain and grow your

brand

RADIO SPOT ADVERTISING

• Ideal medium in today`s world

that is consumed while mul0tasking

(i.e. driving, browsing on

smartphone, working)

• Through your ear– ensure that the

spot is properly received

• Into your head– the right content

will open peoples minds

• On your mind—reinforce the

2

message though repe00on

Namibia`s economy has been through the

valley of tears for the last 10 quarters; it has

been tried and tested and yet there are

signs that we finally enter the growth phase

and that we will come out stronger than

before. Even though it is sll early days, I

would like to engage you on how to get

ready for the next growth cycle.

We need to iden0fy where growth will

come from. Government driven growth is

improbable as credit ra0ngs with Moody`s

and Standard and Poor's will need to be

maintained. Growth will therefore need to

come from the private sector, and within

this it is good to understand that the households

with high income levels have disposable

income and surplus assets —that yet is

not spent due to the current detrimental

economic climate— but will quickly become

available as growth kicks in.

As entrepreneurs we challenge ourselves

daily to become beBer at what we do, but

we need to ask ourselves whether we

THE IDEAL RADIO SPOT

Radio is a refreshing alternave as it is the

only medium that can be consumed without

distracon, while multasking in our modern

age.

So, what does it take for a brand (name) to

be on your mind? We selected the most

important aspects below. Enjoy reading!

Through your ear– Recepon

Technical: quality, uninterrupted recep0on

by the listener is key- the spot needs to be

received in best quality in your target market.

Timing: understand when your customer is

listening to the radio (on the way to work?)

and book your ads accordingly.

Delivery: the spot needs to be understood

across cultural backgrounds in your target

market. Engage quality speakers that own

voices, pronuncia0on and dialects that deliver

your spot at the right pace.

Into your head— Content

Message: be aware about unintended ambiguity

that will irritate and prevent the

message to be understood. Remember that

politeness, respect and honesty are valued

by your listeners. Make sure that the spot is

should do more of the same (beBer), or

leapfrog forward by differen0a0ng our exis0ng

successful products and services. A

mix of the two approaches seems sensible,

depending on your personal risk profile, but

differen0a0on will either way be an important

key to maintain the compe00ve

edge.

Differen0a0on comes at a price as you

righHully would like to be rewarded for

your courage. Targe0ng high income groups

is the obvious choice as these will be able to

afford the difference. High income groups

demand quality, creditability, authen0city

and convenience— these traits are transported

by brands.

Brands are not built overnight, but with

your dedica0on to deliver superior quality

and with the right adver0sing strategy, your

brand will be on the minds of customers

that are willing to pay a premium when

they make that cri0cal purchase decision.

of the right length in order not to loose

aBen0on.

Creavity: stand out! Make a difference

(provoke?) in line with you target market

needs.

Authencity: whatever you have produced,

you need to feel comfortable with and it

needs to be an honest reflec0on of your

brand (name).

Jingle: create Jingles (a soundbite) that will

be associated with your brand that will be

recognized upon repe00on.

On your mind—reinforce the message

Repeon: your brand will not be built

overnight. Choose adequate repe00on

cycles.

Variety: eventually, we all get bored. Be

sure to add variety to your radio spots, but

be wise not to change recognized paBerns

and jingles.

Market research: be sure to ask the listener

about their percep0on of the adver0sing

spot and adapt according

to listener needs.

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“Hitradio—through your ear -

into your head– always on your mind”

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WHAT YOU NEED TO KNOW

HITRADIO NAMIBIA`S TARGET MARKET:

NAMIBIANS OF GERMAN DESCENT

• The typical Namibian of German

descent speaking household is

categorized in the top 9.6 LSM

income group

• The majority of German speaking

Namibians are either selfemployed

or have a decision

making posi0on that can influence

large scale purchase decisions

• Reaching over 1.5 million

Namibians

• Over 110 000 German speaking

foreign arrivals are recorded

annually all of which are top

Dollar spenders in the country.

HITRADIO NAMIBIA STATS

• One quarter of listeners live in

Germany, half in Khomas, every

tenth in Swakopmund

• Very loyal listeners

• Age distribu0on between 30 and

60 with the highest disposable

incomes

• Music is enjoyed by a truly diverse

audience ( Afrikaans / English

and German home languages)

4

With over 7 years on air, Hitradio Namibia

is a success story worthy to be told. About

20,000 Namibians of German descent

(around 1% of the country's overall populaon)

and possibly 15,000 Namibians of

e.g. Oshiwambo and Otjiherero descent

(many of whom returned from East Germany

aAer Namibian independence or

have learned the language) sll speak

German.

In addion, over 110 000 German speaking

foreign arrivals are recorded annually.

The German speaking holidaymaker contributes

40% to the internaonal tourist

vising Namibia and are top Dollar spenders

in the country.

Namibians of German descent retain a

fully-fledged culture in German within

Namibia, with German-medium schools,

churches, and broadcas0ng. Television,

music and books from Germany are widely

popular in the community. OPen German

Namibian youth aBend university or

technical school in Germany. This is despite

the fact that in most areas and in

Windhoek, the broader lingua franca is

Survey Results

A recent survey conducted between May

and July 2019 with Swiss survey pla2orm

provider “Umfrageonline.com” had a

whopping 477 unique parcipants, represenng

a total of 859 resident Namibians*

sharing their views on Hitradio

Namibia.

About one quarter (23%) of respondents

are living in Germany, more than half

(56%) in Windhoek every 10th listener

(10%) at the central coast.

Limi0ng the search results to resident

Namibians, we are very pleased that our

audience is very loyal with 7 out 10 listening

to us oPen 0mes during the day.

The age distribu0on of resident Namibians

show that 70% of respondents are

between 30 and 60 years old, with ages

evenly distributed. We welcome this fact

as this shows that we target households

with high disposable incomes.

Afrikaans while English is now oPen the

sole language used in many other spheres

such as government or on public signs

and product packaging. Virtually all Namibians

of German descent are fluent in

English and Afrikaans .

Most German-speakers live in the capital,

Windhoek and in smaller towns such as

Swakopmund, Lüderitz and Otjiwarongo.

Several Namibians of German descent

are prominent in business, farming, and

tourism or as governmental officials.

The typical Namibian of German descent

speaking households is categorized in a

9.6 LSM income group*. This is the highest

income group in Namibia with more

disposable income than any other market.

In addi0on, the majority of German

speaking Namibians are either selfemployed

or have a decision making posi-

0on that can influence large scale purchase

decisions.

*Vision Africa, Media Matrix 2010

Resident respondents reflect a truly

diversified listening community, with

one third speaking either Afrikaans or

English at home as well. PuQng this into

context to the last published Mediamatrix

Survey (2016), Hitradio boasts 8

0mes more Afrikaans and English listeners

than German counterparts. We are

truly proud of our mul0lingual reach and

will con0nue to invest in our target market.

9 out of 10 resident survey par0cipants

enjoy Hitradio Namibia’s music with 80%

highligh0ng that the music language

(German– English– Afrikaans) is just

right.

Please refer to the opposite page for

illustra0ve graphs and a selec0on of

comments received.

*live in Namibian household of survey

par0cipant

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Resident listener home language,

Source: Umfrageonle 2019

Age of resident survey parcipants,

Source: Umfrageonline 2019

“Whilst reaching over 1.5 million Namibians,

15 000 top income customers would like to know what you have to offer”

Average LSM by home language

Locaon of

respondents, source

Umfrageonline 2019

Source: Vision Africa, Media Metrics Report 2010

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INTERESTING FACTS ABOUT

HARTWIG

• Passionate hunter in the context of

nature conserva0on

• Enjoys working in teams with diverse

cultural seQngs

NEW VOICES AT HITRADIO NAMIBIA

Hartwig Rothkegel

People that meet me for the first 0me

typically describe me as a highly communica0ve

person that values teamwork in a

diverse cultural seQng .

I will work for the success of our adver0sing

customers by enhancing authen0c

adver0sing opportuni0es that are valued

by our listeners.

recogni0on which leads to customer loyalty.

As a Chartered Management Accountant

(CIMA, UK ) with 15+ years managerial

skills acquired with listed mul0na0onal

organiza0ons, I understand your need for

demonstrated return on your investment.

I look forward to meet you to iden0fy

authen0c adver0sing needs.

Authen0c adver0sing serves to understand

our adver0sing customer products

and services and create tailored adver0sing

opportuni0es aimed for maximum

impact with quick payback periods whilst

delivering brand establishment and

“We understand your need for demonstrated return on adversing investment.”

INTRODUCING JESSICA

• You will be hearing from her–

tune in!

• Likes to work as part of a team

• Enjoys cake! (Baumkuchen)

ABOUT WILFRIED

• The voice behind Hitradio

Namibia

• Our technical “expert”, LOL

• Would like to climb

Mount Kilimanjaro

6

Jessica Rothkegel

You will be hearing from me– whenever I

tell this to my husband he just smiles, as

he simply turns on the radio–

pun intended!

I will inform and entertain our valued and

faithful listeners during live shows presented

at Hitradio Namibia– why don’t

you tune in to find out more?

My 5 years experience with various media

companies in TV and Radio will guide me

to maintain and enhance the unique

Hitradio Namibia feeling that our listeners

get when tuning into their favorite radio

sta0on.

TEAMING UP AT HITRADIO NAMIBIA

Wilfried Hähner

The founding member and CEO of Hitradio

Namibia wakes Namibians of German

descent up mostly every morning. He is

best enjoyed with a cup of coffee!

He is the heart and soul of the sta0on, the

person that loves this country with all its

people, animals and natural beauty to

pieces. It is this underlying philosophy

that makes his shows and HITRADIO NA-

MIBIA so successful.

As an experienced editor and journalist

he is the vice chairman of the Editors

In addi0on, drawing on my prior experience

as a sourcing manager, I know that

our customers really want value for money.

As responsible for products placements

and planning of live shows in the television

industry I know the importance of

0ming and flexibility to accommodate

adver0sing customer needs.

I look forward to accommodate your adver0sing

needs.

forum of

Namibia, to

promote free

speech and

empowerment

of the

free press in

Namibia.

Wilfried loves

Radio as it

connects

people from different backgrounds, and

is grateful to meet honest and posi0ve

people.

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YOU CAN ALSO

ENJOY HITRADIO

NAMIBIA HERE:

Windhoek 99.5 UKW

Swakopmund 97.5 UKW

Otjiwarongo 90.0 UKW

Oshaka 101.1 UKW

Groo@ontein 90.4 UKW

Lüderitz 97.5 UKW

Live @ www.hitradio.com.na

Satellite via Satelio.tv

CONTACT

HITRADIO NAMIBIA

Andimba Toyvo ya Toyvo 65

Windhoek

Postbox 30765

Windhoek

Tel : 061- 400 300

Email: info@hitradio.com.na

www.hitradio.com.na

Photos courtesy of

www.pixabay.com

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Hitradio Namibia