You would not say it by looking at him but Hayden Manuel is a leader.
The chubby 20-something from Grassy Park in Cape Town does not look like a trend-setting fashionista, but when it comes to sports shoes, Manuel is a local icon.
He has made a name for himself by buying hundreds of pairs of sports shoes and refers to himself as a "professional sneakerhead" on his Facebook profile.
Consumer goods companies understand the importance of people like Manuel. "They are role models in their communities. They have a lot of influence without even knowing it," says Nike SA spokesman Seruscka Naidoo.
Jon Jacobson - Get timing right
Manuel's love for Nike shoes led to his name being pasted onto the window of the Nike Sportswear Store at the V&A Waterfront, where he even gave a speech about his love for takkies.Keeping close to local trendsetters like Manuel has always been in the interests of consumer brands, but until now this has been easier said than done.
Executives at consumer goods companies can easily relate to military commanders when they talk about "the fog of war" - part of which is the uncertainty of not knowing what the enemy's capacity and intent is.
New computer systems that connect with Internet and mobile phone social networking websites such as Facebook and Twitter can now help companies to better track consumer behaviour and affinity for the brand.
These systems enable companies to design marketing campaigns with a more concentrated focus. They build a profile of the consumer. "The right promotion is put out at the right time," says Global Vision founder and MD Jon Jacobson.
Global Vision is a local software company that was recently given R18m by Germany-based venture capitalist Hasso Plattner Ventures to develop these systems. Global Vision has already met with some success. It has signed up petroleum group BP, drinks company Brandhouse and phone group Nokia as clients.
Consumer companies are already benefiting from the system. "We now have a one-on-one relationship with consumers," says Brandhouse marketing manager Carl Reinders. Brandhouse is a joint venture between Diageo, Heineken and Namibia Breweries.
Jacobson says consumer companies are going from a shotgun to a laser when it comes to building their brand. With print and broadcast advertising spend shrinking in the recession, Jacobson points out that advertising over the Internet is the only area showing signs of an increase.
So, will Internet advertising lead to the demise of print and broadcast advertising? Not necessarily. The systems give marketers a new tool, but do not eliminate the need for the others. "There is still a need for mass media market communication," says Reinders.
Nike's interface through the Internet is there to build a community around the brand, and not to push product. "We are not one of those companies that spam-mail you," Naidoo says.
