With the
constant roll and launch of new reality shows every other day, one begins to
wonder if all the brands can think of now is Reality TV. Agreed that Reality TV
shows have been positioned as marketing tools to reaching a target audience
which in most cases aren’t targeted, but have brands been able to utilize this
platform to their benefits? And how well these shows have impacted positively
on the sponsoring brands is a subject matter for another day.
Don’t you just
love Nigerians? A people of diverse cultures who applaud anything and about
everything thrown at them! When this fad called Reality TV started about 8years
ago, it was a new concept and it kept every one on the edge of their seats
while staying glued to the TV set for the duration of the show. After the
success of Gulder Ultimate Search in 2004, all hell figuratively broke loose.
Brands began dishing out shows on all kinds of platforms and in various works
of life. From the original creative concepts by some brands, to those simply
looking out to make a profit and to the not so original versions simply
duplicating ideas.
Working closely
behind the scenes on some reality shows has indeed been an eye-opener for me. In putting together what amounts to an ‘edifice’,
large chunks of money are funneled the way of advertising and sponsorships
leading to huge wage bills. And it leaves one wondering what could be the
driving forces for these brands. Is it to join the moving band wagon or to sell
the message of the brand? Some brands’ claim to the latter only further serves
to beg the question
At the last
count, well over 30 reality shows have been competing for viewer attention,
from Nigerian Breweries Star Quest, Gulder Ultimate Search, Amstel Malta Box
Office, Maltina Dance All, Peak Talent Show, Eco Bank’s Entrepreneur, UBA’s
Dragon Den, Malta Guiness Street Dance, MTN’s Project Fame, Etisalat’s Nigerian
Idols, Glo’s Naija sings, D’banj’s Koko Mansion, Skye Bank’s Celebrity Takes 2,
Oceanic Bank’s Football with Fash, Nokia First Chance, MTN’s Soccer Academy to
others like Big Brother Nigeria, The Debators, The Apprentice, Kid’s Alone, The
12 Ambassadors, Dessert Warriors and most recently Green Democrat, Mingle
Weekly and Stylogenic but a few to mention. Wow! Typing this bit just knocks
air out of my lungs and the list continues. Another point to note is that one
common focus of most reality shows is to turn ordinary people into celebrities;
sadly, few brands sustain the association. These contestants’ hopes are raised
far beyond the imaginable whilst few enjoy a long-term commitment.
In the marketing
world today, the challenge to search for a perfect way of attracting the
attention of consumers is a top priority. There is intense pressure to ensure
delivery of value to the consumer. With the explosion of new technologies and
increased consumer control of the communication process, reality shows have
become a powerful innovation that has elevated the positive engagement of
consumers to another height. Brands are continually reminded of the fact that
they have to engage consumers on a different level as the traditional means have
become less than efficient. Globalization at a pace that couldn’t have been
more frenetic, has led to a fine tuning of marketing communication
solutions – with the overarching objective being to grab the consumer’s
attention and keeping same a loyal
advocate of the brand.
There is no
arguing that Reality Shows are a good innovation and a level for brands to
connect with consumers but how well do brands key into this goldmine and not
turn it into a bore and nightmare like every other beautiful idea? This brings
us back to the opening question: How brands havebeen able to utilize this
platform to their benefit? More often than not, people enjoy the show and
forget the brand behind the show. Therefore, while the reality show fad runs
its course, it is important that brand owners and managers think of more
creative and effective ways to drive their brands deeper into the mind of their
consumers.
The challenge
lies with brand experts who must step up research and creativity in this area.
With thorough and continuous research, better content and deployment strategies
will evolve. This will excite the market and sustain its attention. Consumers
are dynamic in nature and it is only when suspense, creativity and
entertainment are positively utilised, that reality shows can remain dependable
consumer engagement projects that can give any brand the desired advantage.
Brands must also be sure of the integrity of facilitators before committing
their brands to some of these shows.
Concept creators should also begin to think
out of the box, step out of their comfort zones and birth unimagined concepts
because as the society gets more sophisticated and adapt fully to the digital
age, the reality show appeal is sure to loose a lot of followership, appeal and
steam and slowly and eventually become a redundant marketing communication tool
for brands who refuse to keep up with the new trends or think outside of what
is gradually turning into an over-used box.
It is no news
that in the coming years, Reality TV shows will increase in number. Brands
looking to swell the existing database should embrace projects that will
re-enforce their brand attributes and the level of creativity of strategies
designed to engage consumers should increase. After all we deserve some quality
entertainment. Don’t we?
Written by Tricia Micheals
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