Listen to this article
In this exclusive interview, we delve into the dynamic world of brand and media with Karim Fouad, the visionary Head of Brand and Media at Talabat. Discover the strategies behind Talabat’s success in conveying value to users, staying ahead of the competition, and evolving its brand over time. Karim shares insights into the meticulous optimization of Talabat’s media presence, measuring the impact of initiatives, and the transformative power of strategic collaborations.
As we explore the ever-changing landscape of brand and media, Karim provides a glimpse into Talabat’s future, navigating trends and challenges with a commitment to creativity and innovation. Join us as we unravel the secrets behind Talabat’s journey to becoming a beloved and influential brand in the realm of everyday deliveries.
What value is the talabat brand conveying to its users? How do you ensure that talabat’s brand messaging resonates with different customer segments?
talabat offers ultra-convenience, affordability and variety. Being a locally loved brand means growing closer to customers in ways that transcend traditional messaging. We’ve been very keen on embarking on trendsetting collaborations across multiple industries. We are part of happy moments throughout the year and ensure our customers feel an added value through our presence. For example, last new year’s eve, we painted Cairo’s sky in orange and ringed in 2023 with the Egyptian masses at downtown cairo. Throughout the year, we also launched a co-branded apparel collab with In your shoe, customized not toys’ iconic teddy bear with our signature orange and delivered Redbull’s sound-clash for the first time in 20 minutes!
First, we ensure that our messaging resonates with diverse segments by adopting a hyper-local approach that entails customizable and laser targeted comms based on the audience. Second, we perfect the campaign brief, which is any brand team’s cornerstone. By perfecting the brief I mean fully aligning it with business objectives. For instance, one of our previous objectives was encouraging more customers to convert from phone to app-ordering, and we chose to hammer on talabat’s USPs in comparison to the detractions of the phone using Tiktok sensation Khaby Lame. Our choice of celebrity in our ‘Say Less’ campaign worked to embody the convenience that talabat offers to millions of customers across the MENA region. Khaby’s ability to showcase simplicity and convenience resonates seamlessly with our promise to provide an exceptional user experience. His status as the #1 TikTok content creator worldwide made him the ideal brand ambassador for talabat, allowing us to connect with a vast, digital-savvy audience who values the convenience we provide.
Our deep understanding of our customers and their diverse needs guides our approach to brand messaging. We recognize that every customer is unique, and we work tirelessly to deliver personalized and tailored communications that reflect this diversity. This commitment to unique experiences ensures that talabat builds a brand that people not only recognize but also deeply connect with.
What sets talabat’s brand apart from other everyday delivery platforms? How can you always make sure talabat stays ahead of the game?
- Always on campaigns
- Brand association and collabs
- Personalization over tactical messages.
What sets talabat apart is our commitment to value-driven campaigns. We seize every opportunity to launch campaigns that resonate deeply with our users. These campaigns aren’t just about pushing products; they’re about delivering meaningful messages and experiences that engage and connect with our audience. Brand association and collaborations also play a pivotal role in setting talabat apart. We strategically choose our partners to ensure they align with our core values and resonate with our customers. Our approach also prioritizes personalization over tactical messages. We believe in tailoring our communications to the unique preferences and needs of our users. By offering a personalized experience, we can ensure that every interaction with talabat is meaningful.
How has talabat’s branding evolved over time, and what key factors have influenced those changes?
Over time, talabat’s branding has evolved significantly. We initially employed a highly functional approach with a focus on tactical messaging upon launching Egypt. As we grew closer to millions of customers across Egypt, we embarked on a fundamental shift. In the competitive everyday deliveries market, our challenge was never the complexity of the service, but rather customer loyalty. To address this, we shifted towards creative and meaningful engagements through storytelling and strategic partnerships, to ultimately evoke emotions and build lasting connections.
In what ways does talabat Egypt optimize its media presence to engage with customers and create meaningful interactions?
talabat employs a strategic approach to optimizing its media presence in order to actively engage with customers and foster meaningful interactions. As a tech company, digital marketing naturally takes precedence in our strategy. However, it’s important to note that a substantial portion of our customer base leans towards Above-The-Line (ATL) marketing rather than digital platforms. Consequently, we maintain a robust presence in ATL campaigns to sustain our Top-of-Mind (TOM) position.
In addition to our ATL efforts, we are committed to cultivating a closer connection with our customers through innovative media solutions. One noteworthy example of this commitment is our collaboration with Rahet Bally, which brought us closer to a wide base of Egyptian moms, and facilitates the creation of tailored experiences that resonate with them.
How do you measure the success and impact of talabat’s brand and media initiatives? What key metrics do you focus on?
We employ a comprehensive approach to gauge the success and impact of our brand and media initiatives, with a focus on key metrics that provide valuable insights into our performance. To begin with, we conduct quarterly research assessments that encompass various aspects such as Top-of-Mind (TOM) awareness, customer acquisition, and order volume. This ongoing research serves as a critical tool in measuring the effectiveness of our initiatives.
As an expert in this field, what is your definition of building a brand? and what do you think incubators or accelerators need to do to help startups to develop solid brands early on?
Building a brand, in my view, is a multifaceted process that extends beyond mere recognition or visibility. It involves creating a distinct and resonant identity that evokes a unique emotional connection with your target audience. To achieve this, a brand must be relevant to its target market, and make genuine effort to deeply understand and cater to their needs. It’s not just about acquiring customers, it’s about building meaningful connections so acquired customers are happily retained. Consistency in messaging and experiences play a pivotal role in reinforcing this TOM position.
After joining forces with TikTok’s number 1 content creator, Khaby, what does talabat’s brand strategy keeping up its sleeve?
talabat remains committed to creating meaningful connections and delivering unique experiences, as our collaboration with Khaby proved to be a match-made-in-heaven and garnered unprecedent engagement levels. We remain laser-focused on cultivating and nurturing satsifcation. This means consistently delivering on our promises, continuously enhancing our service, and connecting with our audience in ways that evoke genuine affection for the talabat brand.
Looking ahead, what are some of the key trends or challenges that you anticipate in the field of brand and media, and how is talabat preparing to address them?
One of the trends we are capitalizing on is the rapid transformation of digital marketing and media. With technology constantly advancing, it’s crucial to embrace emerging tools to remain relevant. This means staying at the forefront of digital innovation and adopting cutting-edge approaches to engage with our audience. By doing so, we can ensure that talabat remains a pioneer in delivering seamless customer experiences through digital channels.
However, in the digital realm, the challenge of standing out amidst the noise is real. The online space is flooded with information, making it essential for brands to find authentic ways to capture and retain attention. talabat overcomes this by consistently striving to infuse our campaigns with unique and compelling elements that resonate with our customers. Our commitment to creativity and innovation helps us rise above the noise and forge genuine connections with our audience.
Key Takeaways
- Talabat’s success lies in its deep understanding of its customers and its ability to tailor its branding and media strategies to address their diverse needs.
- The brand’s commitment to creativity, innovation, and meaningful connections has been instrumental in establishing its position as a beloved brand in the realm of everyday deliveries.
- Talabat’s approach to brand building provides valuable insights for startups and businesses seeking to develop strong and enduring brand identities.
