Clearing up black consumer market misconceptions

“The main crux of this campaign is expose our clients, especially white, to the real lifestyles of the black consumer market,” Senate Moshoeshoe, SABC national portfolio sales manager for Lesedi Fm and Motsweding Fm, told Bizcommunity.com.

“There is a lot of misconceptions about the black communities in this industry, with some saying these people do not have money, too much violence, poverty and so on.

“That is why we are taking our clients there to give them a glimpse of what life is like in there, who these people are and what makes them tick. We want to reveal nothing but the truth about the black consumer market,” Moshoeshoe added.

Intensive interaction

Once again, Atteridgeville, a township outside of Pretoria, Gauteng, was the centre of attraction, where the 15-member delegation engaged in an intensive interaction with all local stakeholders, including home owners, business people and leaders of community development projects.

Many observers firmly believe that marketers and investors must redefine their investment strategies and policies to make them ‘more friendly’ towards the townships.

Visibly impressed by what she saw, Rita Fernandes, brand manager of Revlon (hair and body care), told Bizcommunity.com: “I am blown away. It is so refreshing to be here. Townships are the real pulse of SA. This is where marketers and advertisers should be looking at.

“The good thing about this campaign is that it paints a positive picture of the emerging black consumer market.”

Ursula Winzel, group account director of Black River FC, said: “I am so pleased that the general perception about townships is no longer my reality. Definitely, lessons need to be learned here.”

Tony Banahan, Media Shop spokesperson, echoed Winzel’s sentiments. “It is a great tour and a very enlightening experience. It certainly changed my perception about the townships,” he said.

For more information about the tour, email at or call Kevin Khumalo on +27 (0)11 714 7181.