It is a well-known fact that a significant number of black South African consumers feel that advertisers are missing the mark when communicating and advertising to them. This places their clients at risk of losing and isolating a segment of the market which is increasing in terms of combined buying power.
This could have a severe negative implication on the reputation of companies and their brands in these communities. They could be seen by their consumer base as not adding value at a local level, leading them not to embrace the brand which would ultimately impact negatively on sales.
Companies have a social relevance to make sure external communication, whether through advertising, prizes and competitions, forms part of their broader strategy to align their clients brand and company with this new market. This will lead them to be more loyal to the companies and brands that target them while appreciating their presence in their communities.
Too many advertisers are still creating marketing campaigns alongside competitions and promotions that don't take cognisance of their consumers' lifestyles. This is attributed mainly to a neglect and lack of research regarding their particular target market. It is also common for companies to give prizes which don't have relevance and a connection with their target market.
An example I can recall is of a large company that ran a local promotion during the 1994 FIFA World Cup hosted in Los Angeles. The ultimate prize was a trip for two to watch the world cup. It included free flights and accommodation at an upmarket Los Angeles Hotel, plus transport to the games and back. What the trip didn't include were essentials such as food and a little spending money.
The trip was won by two young boys from Soweto who come from a poor home. Would it really have cost the company much to arrange spending allowance or throw in a ticket for a parent? They had no cash to spend, not even for food (keep in mind the rand against the dollar).
A colleague of mine from SA, who was attending the World Cup with his wife and happened to be staying at the same hotel, became acquainted with the boys. The next couple of weeks they adopted them under their guard, paying for their food and taking them on day trips. Goodness knows how the advertiser thought that these kids were going to survive on this trip?
There's a lesson that can be learnt even today from such an experience as the above!
Advertisers and marketers should use promotions, competitions and prizes to establish an emotive link with their consumers. These promotions and competitions should be seen as an opportunity to engage this new growing market. They should not just throw money at consumers but invest in them over time. Consumers are the future of any brands success and it is of great importance that marketers and advertisers use each and every opportunity to create an emotional link while building a long lasting relationship with them
