Chit Chat

The latest Student Village/UNISA survey estimates the value of the University Student consumer at R28.5 billion annually.

Highlights: They spend most of their money on food, toiletries and cosmetics. Major influencers in terms of product and brand choice are friends (18%), advertising (18%) and parents (12%). Advice to marketers: Don't talk at them. Treat them as partners.

Top website

According AC Nielsen, www.Sarie.com is the top woman's website.

Sarie Blogger Carol Munro was awarded a "Mediaveertjie", a top Afrikaans award for her blog "When my husband lost his job".

Top election media

The UK election war is hotting up and the two most popular media in use are TV and outdoor. Both have replaced online as the medium of choice for political advertising.

Ogilvy tops

At the 2010 AdReview Awards Ogilvy walked away with most of the accolades. Congratulations.

New consumer communication tool

Communications agency Qkey has developed an application that will enable mobile users to obtain more information about brands by dialling a "Q" number. All mobile advertisers have to do is include the Q number their advertisement. To activate the system mobile users dial 087 9400 115, enter the Q number and when the menu pops up, select the option and the information appears on screen.

This is a rather advanced system for this country. The question must be asked: "Are local consumers curious enough seek additional information about brands?" To generate usage the system will require extensive advertising to the public. This will need a large upfront spend.

Brands that require more in-depth explanation usually contain a contact number in their ads.

The lack of continuity

The problem facing marketers today is that the concept of brand loyalty is fragile. Contrary to what marketers may think, the consumer's relationship with brands is tenuous. Continuous usage depends on quality, image, competitive reputation, delivery, value and availability. All these are obvious, but rarely applied.

For many brands their image is disjointed. Without a proper score play to their communication strategy produces a discordant noise, not a symphony to be remembered.

A case study of fragility

Technology brands tend to be the most fragile. When Sony launched the Walkman, the concept grabbed the imagination of the youth and soon it became a "must have". A few years of having the market to itself, Walkman faced a new competitor - the iPod. It's better looking, more practical and added a new twist to the music list - the app store where people could load all the tunes they wanted.

Today, the Walkman is dead as a dodo. Sony is talking about an update. Too late!

The developers of Q, however, believe the system will enrich brand campaigns and enhance promotion drives. For more information visit www.qkey.co.za