Inventive targeting even more critical in testing times

This is not to say that uninspired decisions should be made and the marketing budget cut in the erstwhile mistake of ‘marketing being the first to go'. There are so many creative avenues available to companies that will ensure continued brand awareness and loyalty even through testing times.

“A cost effective and highly visible approach, for example, is through community events marketing whereby brands gain exposure at weddings, sports events and other community ceremonies,” says Nelson.

“It is customary for large numbers of people to attend these functions, giving manufacturers the opportunity to reach these consumers through activities such as hosting, branding and sampling. Although this may seem an unusual practice by western standards, this type of one-on-one interaction is greatly appreciated because it provides additional hands on support and equipment at these large functions and adds status to the events, entrenching the brand in the hearts and minds of the community. For marketers, the events ensure exclusive trial and awareness of the product to an economically active audience. More importantly, it follows a philosophy of ‘Izandla Ziyagezana' - support those who support you.”

With this in mind, it is compelling to note that the mass of the consumer market made up of the fastest growing per capita income group is allegedly the broader Black grouping (African, Coloured and Asian).

In addition, according to the South African Institute of Race Relations (SAIRR), in 1996 the White population group held 45% of the total disposable income, and by 2005 this figure dropped to 34.5%. During the same period, the percentage of disposable income held by the Black population group increased from 42.2% to 52.1% constituting a 23% increase over this period.

Comments Nelson, “These figures indicate a mounting consumer market ready to experience new and existing brands but perhaps in a more non-conventional manner. While TV and Radio advertising certainly reaches this main market, both mediums can be costly and do not engage the audience in an interactive manner.

“Now is the time for marketers to pro-actively seek highly interactive mediums that speak to the people, in their preferred language, while maintaining a highly polished and professional brand image ensuring long term support of products and services,” he concludes.