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
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.
“Hitradio—through your ear -
into your head– always on your mind”
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
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
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.
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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