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The HITRADIO NAMIBIA difference<br />
<strong>2019</strong>.8<br />
IN THIS COPY<br />
Maintaining the<br />
compeve edge 2<br />
The ideal radio spot 2<br />
<strong>Hitradio</strong> <strong>Namibia</strong>'s target<br />
market 4<br />
Survey results 4<br />
Introducing new voices &<br />
faces 6
MAINTAINING THE COMPETETIVE EDGE<br />
THE NEXT GROWTH CYCLE:<br />
ARE YOU READY?<br />
• Growth will be driven by the private<br />
sector investment and consumer<br />
spending<br />
• High income groups are the first to<br />
spend when the economy starts to<br />
grow<br />
• Differen0ate your exis0ng<br />
products and services and demand<br />
a premium for your value add<br />
• Target high income groups for<br />
your products and services via<br />
brands<br />
• Adjust your marke0ng strategy to<br />
build, maintain and grow your<br />
brand<br />
RADIO SPOT ADVERTISING<br />
• Ideal medium in today`s world<br />
that is consumed while mul0tasking<br />
(i.e. driving, browsing on<br />
smartphone, working)<br />
• Through your ear– ensure that the<br />
spot is properly received<br />
• Into your head– the right content<br />
will open peoples minds<br />
• On your mind—reinforce the<br />
2<br />
message though repe00on<br />
<strong>Namibia</strong>`s economy has been through the<br />
valley of tears for the last 10 quarters; it has<br />
been tried and tested and yet there are<br />
signs that we finally enter the growth phase<br />
and that we will come out stronger than<br />
before. Even though it is sll early days, I<br />
would like to engage you on how to get<br />
ready for the next growth cycle.<br />
We need to iden0fy where growth will<br />
come from. Government driven growth is<br />
improbable as credit ra0ngs with Moody`s<br />
and Standard and Poor's will need to be<br />
maintained. Growth will therefore need to<br />
come from the private sector, and within<br />
this it is good to understand that the households<br />
with high income levels have disposable<br />
income and surplus assets —that yet is<br />
not spent due to the current detrimental<br />
economic climate— but will quickly become<br />
available as growth kicks in.<br />
As entrepreneurs we challenge ourselves<br />
daily to become beBer at what we do, but<br />
we need to ask ourselves whether we<br />
THE IDEAL RADIO SPOT<br />
Radio is a refreshing alternave as it is the<br />
only medium that can be consumed without<br />
distracon, while multasking in our modern<br />
age.<br />
So, what does it take for a brand (name) to<br />
be on your mind? We selected the most<br />
important aspects below. Enjoy reading!<br />
Through your ear– Recepon<br />
Technical: quality, uninterrupted recep0on<br />
by the listener is key- the spot needs to be<br />
received in best quality in your target market.<br />
Timing: understand when your customer is<br />
listening to the radio (on the way to work?)<br />
and book your ads accordingly.<br />
Delivery: the spot needs to be understood<br />
across cultural backgrounds in your target<br />
market. Engage quality speakers that own<br />
voices, pronuncia0on and dialects that deliver<br />
your spot at the right pace.<br />
Into your head— Content<br />
Message: be aware about unintended ambiguity<br />
that will irritate and prevent the<br />
message to be understood. Remember that<br />
politeness, respect and honesty are valued<br />
by your listeners. Make sure that the spot is<br />
should do more of the same (beBer), or<br />
leapfrog forward by differen0a0ng our exis0ng<br />
successful products and services. A<br />
mix of the two approaches seems sensible,<br />
depending on your personal risk profile, but<br />
differen0a0on will either way be an important<br />
key to maintain the compe00ve<br />
edge.<br />
Differen0a0on comes at a price as you<br />
righHully would like to be rewarded for<br />
your courage. Targe0ng high income groups<br />
is the obvious choice as these will be able to<br />
afford the difference. High income groups<br />
demand quality, creditability, authen0city<br />
and convenience— these traits are transported<br />
by brands.<br />
Brands are not built overnight, but with<br />
your dedica0on to deliver superior quality<br />
and with the right adver0sing strategy, your<br />
brand will be on the minds of customers<br />
that are willing to pay a premium when<br />
they make that cri0cal purchase decision.<br />
of the right length in order not to loose<br />
aBen0on.<br />
Creavity: stand out! Make a difference<br />
(provoke?) in line with you target market<br />
needs.<br />
Authencity: whatever you have produced,<br />
you need to feel comfortable with and it<br />
needs to be an honest reflec0on of your<br />
brand (name).<br />
Jingle: create Jingles (a soundbite) that will<br />
be associated with your brand that will be<br />
recognized upon repe00on.<br />
On your mind—reinforce the message<br />
Repeon: your brand will not be built<br />
overnight. Choose adequate repe00on<br />
cycles.<br />
Variety: eventually, we all get bored. Be<br />
sure to add variety to your radio spots, but<br />
be wise not to change recognized paBerns<br />
and jingles.<br />
Market research: be sure to ask the listener<br />
about their percep0on of the adver0sing<br />
spot and adapt according<br />
to listener needs.
“<strong>Hitradio</strong>—through your ear -<br />
into your head– always on your mind”
WHAT YOU NEED TO KNOW<br />
HITRADIO NAMIBIA`S TARGET MARKET:<br />
NAMIBIANS OF GERMAN DESCENT<br />
• The typical <strong>Namibia</strong>n of German<br />
descent speaking household is<br />
categorized in the top 9.6 LSM<br />
income group<br />
• The majority of German speaking<br />
<strong>Namibia</strong>ns are either selfemployed<br />
or have a decision<br />
making posi0on that can influence<br />
large scale purchase decisions<br />
• Reaching over 1.5 million<br />
<strong>Namibia</strong>ns<br />
• Over 110 000 German speaking<br />
foreign arrivals are recorded<br />
annually all of which are top<br />
Dollar spenders in the country.<br />
HITRADIO NAMIBIA STATS<br />
• One quarter of listeners live in<br />
Germany, half in Khomas, every<br />
tenth in Swakopmund<br />
• Very loyal listeners<br />
• Age distribu0on between 30 and<br />
60 with the highest disposable<br />
incomes<br />
• Music is enjoyed by a truly diverse<br />
audience ( Afrikaans / English<br />
and German home languages)<br />
4<br />
With over 7 years on air, <strong>Hitradio</strong> <strong>Namibia</strong><br />
is a success story worthy to be told. About<br />
20,000 <strong>Namibia</strong>ns of German descent<br />
(around 1% of the country's overall populaon)<br />
and possibly 15,000 <strong>Namibia</strong>ns of<br />
e.g. Oshiwambo and Otjiherero descent<br />
(many of whom returned from East Germany<br />
aAer <strong>Namibia</strong>n independence or<br />
have learned the language) sll speak<br />
German.<br />
In addion, over 110 000 German speaking<br />
foreign arrivals are recorded annually.<br />
The German speaking holidaymaker contributes<br />
40% to the internaonal tourist<br />
vising <strong>Namibia</strong> and are top Dollar spenders<br />
in the country.<br />
<strong>Namibia</strong>ns of German descent retain a<br />
fully-fledged culture in German within<br />
<strong>Namibia</strong>, with German-medium schools,<br />
churches, and broadcas0ng. Television,<br />
music and books from Germany are widely<br />
popular in the community. OPen German<br />
<strong>Namibia</strong>n youth aBend university or<br />
technical school in Germany. This is despite<br />
the fact that in most areas and in<br />
Windhoek, the broader lingua franca is<br />
Survey Results<br />
A recent survey conducted between May<br />
and July <strong>2019</strong> with Swiss survey pla2orm<br />
provider “Umfrageonline.com” had a<br />
whopping 477 unique parcipants, represenng<br />
a total of 859 resident <strong>Namibia</strong>ns*<br />
sharing their views on <strong>Hitradio</strong><br />
<strong>Namibia</strong>.<br />
About one quarter (23%) of respondents<br />
are living in Germany, more than half<br />
(56%) in Windhoek every 10th listener<br />
(10%) at the central coast.<br />
Limi0ng the search results to resident<br />
<strong>Namibia</strong>ns, we are very pleased that our<br />
audience is very loyal with 7 out 10 listening<br />
to us oPen 0mes during the day.<br />
The age distribu0on of resident <strong>Namibia</strong>ns<br />
show that 70% of respondents are<br />
between 30 and 60 years old, with ages<br />
evenly distributed. We welcome this fact<br />
as this shows that we target households<br />
with high disposable incomes.<br />
Afrikaans while English is now oPen the<br />
sole language used in many other spheres<br />
such as government or on public signs<br />
and product packaging. Virtually all <strong>Namibia</strong>ns<br />
of German descent are fluent in<br />
English and Afrikaans .<br />
Most German-speakers live in the capital,<br />
Windhoek and in smaller towns such as<br />
Swakopmund, Lüderitz and Otjiwarongo.<br />
Several <strong>Namibia</strong>ns of German descent<br />
are prominent in business, farming, and<br />
tourism or as governmental officials.<br />
The typical <strong>Namibia</strong>n of German descent<br />
speaking households is categorized in a<br />
9.6 LSM income group*. This is the highest<br />
income group in <strong>Namibia</strong> with more<br />
disposable income than any other market.<br />
In addi0on, the majority of German<br />
speaking <strong>Namibia</strong>ns are either selfemployed<br />
or have a decision making posi-<br />
0on that can influence large scale purchase<br />
decisions.<br />
*Vision Africa, Media Matrix 2010<br />
Resident respondents reflect a truly<br />
diversified listening community, with<br />
one third speaking either Afrikaans or<br />
English at home as well. PuQng this into<br />
context to the last published Mediamatrix<br />
Survey (2016), <strong>Hitradio</strong> boasts 8<br />
0mes more Afrikaans and English listeners<br />
than German counterparts. We are<br />
truly proud of our mul0lingual reach and<br />
will con0nue to invest in our target market.<br />
9 out of 10 resident survey par0cipants<br />
enjoy <strong>Hitradio</strong> <strong>Namibia</strong>’s music with 80%<br />
highligh0ng that the music language<br />
(German– English– Afrikaans) is just<br />
right.<br />
Please refer to the opposite page for<br />
illustra0ve graphs and a selec0on of<br />
comments received.<br />
*live in <strong>Namibia</strong>n household of survey<br />
par0cipant
Resident listener home language,<br />
Source: Umfrageonle <strong>2019</strong><br />
Age of resident survey parcipants,<br />
Source: Umfrageonline <strong>2019</strong><br />
“Whilst reaching over 1.5 million <strong>Namibia</strong>ns,<br />
15 000 top income customers would like to know what you have to offer”<br />
Average LSM by home language<br />
Locaon of<br />
respondents, source<br />
Umfrageonline <strong>2019</strong><br />
Source: Vision Africa, Media Metrics Report 2010
INTERESTING FACTS ABOUT<br />
HARTWIG<br />
• Passionate hunter in the context of<br />
nature conserva0on<br />
• Enjoys working in teams with diverse<br />
cultural seQngs<br />
NEW VOICES AT HITRADIO NAMIBIA<br />
Hartwig Rothkegel<br />
People that meet me for the first 0me<br />
typically describe me as a highly communica0ve<br />
person that values teamwork in a<br />
diverse cultural seQng .<br />
I will work for the success of our adver0sing<br />
customers by enhancing authen0c<br />
adver0sing opportuni0es that are valued<br />
by our listeners.<br />
recogni0on which leads to customer loyalty.<br />
As a Chartered Management Accountant<br />
(CIMA, UK ) with 15+ years managerial<br />
skills acquired with listed mul0na0onal<br />
organiza0ons, I understand your need for<br />
demonstrated return on your investment.<br />
I look forward to meet you to iden0fy<br />
authen0c adver0sing needs.<br />
Authen0c adver0sing serves to understand<br />
our adver0sing customer products<br />
and services and create tailored adver0sing<br />
opportuni0es aimed for maximum<br />
impact with quick payback periods whilst<br />
delivering brand establishment and<br />
“We understand your need for demonstrated return on adversing investment.”<br />
INTRODUCING JESSICA<br />
• You will be hearing from her–<br />
tune in!<br />
• Likes to work as part of a team<br />
• Enjoys cake! (Baumkuchen)<br />
ABOUT WILFRIED<br />
• The voice behind <strong>Hitradio</strong><br />
<strong>Namibia</strong><br />
• Our technical “expert”, LOL<br />
• Would like to climb<br />
Mount Kilimanjaro<br />
6<br />
Jessica Rothkegel<br />
You will be hearing from me– whenever I<br />
tell this to my husband he just smiles, as<br />
he simply turns on the radio–<br />
pun intended!<br />
I will inform and entertain our valued and<br />
faithful listeners during live shows presented<br />
at <strong>Hitradio</strong> <strong>Namibia</strong>– why don’t<br />
you tune in to find out more?<br />
My 5 years experience with various media<br />
companies in TV and Radio will guide me<br />
to maintain and enhance the unique<br />
<strong>Hitradio</strong> <strong>Namibia</strong> feeling that our listeners<br />
get when tuning into their favorite radio<br />
sta0on.<br />
TEAMING UP AT HITRADIO NAMIBIA<br />
Wilfried Hähner<br />
The founding member and CEO of <strong>Hitradio</strong><br />
<strong>Namibia</strong> wakes <strong>Namibia</strong>ns of German<br />
descent up mostly every morning. He is<br />
best enjoyed with a cup of coffee!<br />
He is the heart and soul of the sta0on, the<br />
person that loves this country with all its<br />
people, animals and natural beauty to<br />
pieces. It is this underlying philosophy<br />
that makes his shows and HITRADIO NA-<br />
MIBIA so successful.<br />
As an experienced editor and journalist<br />
he is the vice chairman of the Editors<br />
In addi0on, drawing on my prior experience<br />
as a sourcing manager, I know that<br />
our customers really want value for money.<br />
As responsible for products placements<br />
and planning of live shows in the television<br />
industry I know the importance of<br />
0ming and flexibility to accommodate<br />
adver0sing customer needs.<br />
I look forward to accommodate your adver0sing<br />
needs.<br />
forum of<br />
<strong>Namibia</strong>, to<br />
promote free<br />
speech and<br />
empowerment<br />
of the<br />
free press in<br />
<strong>Namibia</strong>.<br />
Wilfried loves<br />
Radio as it<br />
connects<br />
people from different backgrounds, and<br />
is grateful to meet honest and posi0ve<br />
people.
YOU CAN ALSO<br />
ENJOY HITRADIO<br />
NAMIBIA HERE:<br />
Windhoek 99.5 UKW<br />
Swakopmund 97.5 UKW<br />
Otjiwarongo 90.0 UKW<br />
Oshaka 101.1 UKW<br />
Groo@ontein 90.4 UKW<br />
Lüderitz 97.5 UKW<br />
Live @ www.hitradio.com.na<br />
Satellite via Satelio.tv<br />
CONTACT<br />
HITRADIO NAMIBIA<br />
Andimba Toyvo ya Toyvo 65<br />
Windhoek<br />
Postbox 30765<br />
Windhoek<br />
Tel : 061- 400 300<br />
Email: info@hitradio.com.na<br />
www.hitradio.com.na<br />
Photos courtesy of<br />
www.pixabay.com<br />
Member of<br />
Proudly<br />
Copyright ©<br />
<strong>Hitradio</strong> <strong>Namibia</strong>