Things to note for your multinational startup to succeed in Nigeria
*Caveat: Strictly from a marketing and communication standpoint
The new year is underway and Nigeria continues to be an attractive market to foreign investors.
If you are a multinational looking to set-up shop in Nigeria, here are a few things you should know to succeed.
Nigeria is not like any other market
You might have heard this saying. It is not a cliche but a reality. A lot of multinationals ignore this fact, and at great costs. For example, in Nigeria, certain fairly used cars popularly referred to as “Tokunbo” are more expensive than brand new cars. Similarly, second hand “Tokunbo” parts are more trusted and believed to be more durable than new parts. So, the belief that an item will sell because it is brand new does not hold water.
Furthermore, certain things like postcodes do not exist. Our addresses look something like this: № 21, XYZ Street, off ABC Street, by EFG bus-stop.
Nigeria is not Lagos, Abuja and Port-Harcourt. It’s bigger
A lot of foreigners believe that they know Nigeria if they’ve visited Lagos, Abuja and Port-Harcourt. Sorry to burst your bubble. There are 36 states in Nigeria and they are not as cosmopolitan as the aforementioned. So, consumer tastes and preferences are markedly different based on cultural influences, income levels and beliefs.
If you want to truly experience Nigeria, you must visit other cities other than Lagos, Abuja and Port-Harcourt.
The population figures are exaggerated
A few years ago, I had a colleague from southern Africa visit Nigeria for the first time. After she arrived at the office in Victoria Island, she looked at me and said ‘so where are this 200 million people that are often talked about?’ I laughed and told her that she wouldn’t see them if she drove from the airport to her hotel and the office in highbrow Victoria Island.
So, I asked her to come to the office in running shoes the next day. All she needed was a visit to Idumota market and she was in awe. The population figures are not a myth. The people are real.
Don’t make projections based on what you read on the internet
Field research and local insights are indispensable. One statistic I find foreign investors quick to quote is the “over 100 million internet users in Nigeria” vis-a-vis the relevance of traditional media. It could be extremely misleading because a great many of those 100 millions Nigerians don’t know how to navigate social media. And some don’t know that Gmail is an email platform — read my article, “Communicating with the educated illiterate,” to understand this.
Radio and linear TV are still highly influential. Even Google advertises on radio and television!
Localise, localise, localise!
Nigeria is a mini-continent with over 500 languages. As as our tongues are different so are our cultures. And Nigerians revel in their Nigerianness. Nigerians first identify as Nigerians before seeing themselves as West Africans and Africans.
As such, a one-size fits all approach does not necessarily work. Adapting a campaign made in another African country for the Nigerian audience could also be extremely challenging. Localised campaigns are always a sure bet.
Organisation’s like Nestle that understand this are the ultimate winners. That’s why the “Maggi Naija Pot” advert released two Christmases ago resonated with the market. The brand leveraged the story behind an old tale — “the bottom pot.” Only a Nigerian creative could have identified this insight and only Nigerians can truly appreciate the ad.
Centralisation v decentralisation
This is closely related to the previous point. More often than not, centralisation does not promote localisation. When it comes to the decision of working with a local agency versus centralising communication, in Nigeria, decentralisation works best.
Metrics
Nutritionists advise us to eat ‘five servings of fruit and vegetables daily.’ What is five servings of fruit and vegetables to a Nigerian? Nigerians do not understand that.
Nigerians don’t understand miles, they understand kilometres. They do not understand pounds or stones, they understand kilograms. And they don’t use the 24 hour clock but the 12 hour clock. Infact, you might have to add the ‘12’ to noon or midnight for emphasis.
If the grassroots embrace it, you’re on the right path
If the popularity of artists such as Olamide is anything to go by, then this is a point to note. The dance moves which turn out to be most popular with their most ridiculous names such as; “Galala,” “Alanta,” “Suo,” “Shakiti Bobo,” “Shoki,” “Sekem,” “Shaku Shaku,” and “Zanku” emanate from the streets, but the high and mighty end-up dancing them.
Similarly, the cult following of Africa Magic, Telemundo and Zee World. I know a good number of women who were introduced to Zee World by their hairdressers and are still hooked on the channel seven years since its launch.
Nigerians like to touch and feel the brand
As a great man once said, ‘Nigerians are phydigital.’ Very few truer words have been spoken of my great people. Nigerians like to touch and feel the brand. Your product or service might live online but Nigerians also need to know that there’s an office they can walk into to make a complaint. They’d opt to speak to a call centre agent at their expense rather than use the free IVR option. It’s a trust and accountability issue.
