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Opportunities in the challenges facing marketers

21 Aug 2008

Integrating a social responsibility initiative with an overall marketing strategy is one of the ways that marketers can deal with the new self-regulatory policy that is currently in the pipeline, said Aida Heunis, the managing and senior account director for Egg Marketing & Communications, one of the speakers at the Kids & Teen Republic Conference currently being held in Sandton at The Balalaika Hotel.

The aim of the two-day conference, which ends today, Thursday, 21 August 2008, is to discuss the ethical issues that businesses are faced with when it comes to marketing to children.

“New challenges such as obesity and global warming presented new opportunities for marketers. And the new changes need to be embraced because they are bringing new opportunities that can be used to expand product portfolios and develop brand awareness as well as consumer relationships through educational and lifestyle programmes,” said Heunis.

According to Heunis, the whole marketing strategy must demonstrate brand value as well as the 4Ps and deliver value through products and services. Marketing should aim to satisfy customer needs and wants at a profit and still have consumers' interest at heart. In making sure that marketing strategies demonstrate brand value marketers can deal with new societal paradigms as well as avoid smoke screens in their campaigns.

“Brand' value need to understand the different roles, lifestyles, life-stages and perceptions of mom and how these translate to her needs. A benefit can only be qualified as a benefit if mom understands it and perceives it as something that will assist her where and in the manner she feels she needs assistance.

“Children should not be viewed in isolation when selling to gatekeepers. When marketing to kids, campaigners need to bear in mind that they are a part of the family, the decision makers are gatekeepers. Focusing on dual massaging results in ethical marketing adds value without doing harm and delight customers,” said Heunis.

The Kid & Teen Republic Conference is an annual event, hosted by Knowledge Resources. For any queries, please contact Maureen Joubert on 083 226 6657 or maureen@knowres.co.za