Like most marketers, I've spent many, many hours trawling
through trend reports and reading through futuristic predictions of
where the world is heading. We gobble up the content that the big
trend houses give us, desperate to know that our marketing is edgy
and modern - and all of us can recite their cleverly named Next Big
But sitting in on one of our fortnightly inter-office Pecha
Kucha sessions it dawned on me that so much inspiration for
marketing innovation is right under our noses - and we don't see it
because we're more interested in what the developed world tells us
is cool. Khumo was
talking about stokvels. It was massively informative for me - I'd
heard their name but didn't really understand how they work or what
they're used for.
Stokvels may not sound glamorous or trendy. That's probably just
because you know them by their sexier names. You've probably heard
Well, it turns out stokvels are crowdfunded group-buying schemes
that micro-lend. They're also saving schemes, knowledge pooling
events and social functions. It's hard to think of anything that
demonstrates trendy new thinking and relevant innovation as much as
they do. And we've had them for decades.
How many marketers spend time thinking about how they can tap
into them, innovate for them and include them in their strategies?
Very few I'd imagine. After all, we didn't read about them on a
trend-spotting website. It just demonstrates, again, the power of
getting out from behind your desk and into your market.