What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
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Pride 2004 a unique opportunity to reach the Pink Rand
The annual Gay Pride March through the streets of Rosebank, Johannesburg, is scheduled to take place on 25 September, offering a unique chance for marketers to reach the 'Pink' community. Celebrating its 15th birthday, the Pride March is expected to draw between 10 000 and 20 000 people to Zoo Lake, making it the largest public parade in South Africa.
Says Gmax.co.za marketing and sales manager Greg Forbes, "Brands wishing to expose themselves to the 'Pink' community should utilize this opportunity. It is a golden chance to build the awareness of brands wishing to market themselves to this lucrative market.
"Research done both locally and internationally has proven that this market generally falls into the higher LSM groups, has on average a high annual income and a larger disposable income. This market too is not only brand conscious, but extremely receptive to brands that are to seen to support social diversity and freedom of expression," he says.
Past Pride festivities have been targeted by such brands as Nando's, Hertz, 94.7 Highveld Stereo and Virgin Active.
"In targeting this market and certainly at this festival, big brands are exposing themselves to an extremely brand loyal market. It is also an opportunity to associate the brand with social diversity in South Africa," Forbes concludes.
