BUSINESS INSIGHTS

1July 2019 ISSUE

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3July 2019 ISSUE

MAZ donates to Matthew Rusike Children’s Home

THE Marketers Association of Zimbabwe (MAZ) in July, donated shoes worth over US$1 000 to Matthew Rusike Children’s Home in Epworth as part of its Corporate Social Responsibility.

The donated shoes were bought from proceeds raised from the second edition of the MAZ Charity gold day held last year. Held under the theme ‘Donate a Shoe Campaign, the Charity golf day was launched in 2017 and has seen the Association donating 300 pairs of shoes

to some rural school. Speaking during the handover ceremony, MAZ secretary- general Gillian Rusike said the donation was part of the Associations’ mandate to give back to society.

“The board, management and members have come to Matthew Rusike Children’s home to donate these pairs of shoes to the children of this home in line with our CSR programmes that we do to give back to community. Matthew Rusike is a very important institution to

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ourselves particularly the fact that it is in Epworth where, I , as the founder of MAZ, was born and bred. We felt that we have to come and give to community, give back to the children that are in need,” said Mr Rusike.

He said the Association was concerned about the plight of children at the Home.“These shoes are a result of the Charity Golf day that we hosted last year as MAZ and we felt that we need to participate and make sure that the little ones go to school looking smart. We don’t want them to be cognisant of their backgrounds, that they come from a children’s home while those that come from their homes, come well uniformed”.

Mr Rusike said through the ‘Donate a Shoe Campaign’ about 300 pairs of shoes had been donated to two schools in Masvingo.

“It is our mandate as the Marketers Association of Zimbabwe to make sure that every foot is covered through the golf tournament. These are part of the shoes that we donated to two schools in Masvingo and we felt that the remainder of the shoes we bring them back here in Harare.We hope that they go a long way in making the children comfortable and we hope to partner such institutions in the very near future,” said Mr Rusike. He commended the corporate sector and golf players that partook in the Charity Golf Day for their support. “I want to applaud all the corporates, golf players that participate so much in partnering with us so that this cause comes to fruition. It is not possible without them and I really want to appreciate them and say please support us so that we continue to give back to society,” said Mr Rusike.

Reverend Linrlelink Mutendzwa commended MAZ for the donation.

“I am really tongue-tied to receive

this warm gesture. On behalf of Matthew Rusike Children’s home, I would like to thank you so such

Marketers Association of Zimbabwe and all those that are involved in

this good cause. We want to thank you so much on behalf of Matthew

Rusike, hatina mazwi kutenda kwa kiti kurimumoyo, tinonzwa kufara zvikuru

nokugamuchira chipo ichi. May the Lord bless you,

” Rev Mutendwa

MAZ board member, Roseline Chisveto said as MAZ they were happy to make a difference in the lives of the vulnerable in society.

“On behalf of the MAZ board we are glad to be here to support management on this initiative that they have done. They organised the golf tournament and it was supported by so many member’ as well as corporate members. I am happy that we are here to make a difference to the children.

We are actually happy that as it is winter time, the children will feel the warmer because of these shoes,” said Chisveto.She added that they were hoping to partner the Children’s Home in various other initiatives.

“We want to make sure that they don’t lack in anything as they go to school. As we have started this initiate to support Matthew Rusike, it’s not the end of it but we have just done it’s just a beginning. I am sure that we will be able to partner the school in one way or the other,” said Chisveto.

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5July 2019 ISSUE

MAZ DONATIONS IN PICTURES

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BUSINESS INSIGHTS

7July 2019 ISSUE

Key tenets of Branding and Advertising, Marketers should know of. By Pamela Gwanzura

What is a brand?It a perception, an image or an impression that people have about an individual, group of people or an organisation. From an individual perspective, it is what people say about you when you are not in the room, according to Jeff Bezzos. From a corporate perspective, it is that stamp of identity or recognition which distinguishes you from other organisations.

Who defines your brand?Your customers and potential customers define your brand, based on how they perceive it. What they say, what they think, what they feel, their experiences and expectations all come together to become the brand, your brand. It is therefore crucial for each organisation to lay the foundation clearly regarding how they would want

to be perceived by potential and existing customers. The process of brand building is not done overnight, it is in fact an ongoing process where various elements are combined by an organisation to create one whole brand.

Key attributes of creating a unique brand> Define the name of your organisation Outline clearly what the organisation’s

key offerings are, whether it is products or services

> Point out your Unique Selling Point, that which makes your product or service stand out from the rest

> Be clear on who your target market is, this is important because it affects the way in which the product or service is packaged so that it attracts the right people.

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> Several elements are taken into account when one is packaging a message that is aimed at communicating brand attributes effectively. It is important to understand your targeted audience and to be clear on where the target audience is found, this will determine the kind of advert you craft.

The advert must contain the following attributes:> Be clear on the core message to be

conveyed by the advert. For example an advert by First Capital which was advertising digital banking. The advert showed a cell phone and the code that one dials in order to access an array of services. The messaging was very clear.

> It must have an emotional appeal, something that hooks the audience and makes them want to hear more about the product offerings. For example, the Vodacom television advert which showed a Baby shower scene full of ladies. It was selling data bundles but the emotional appeal used in the advert left one wanting to see more and this automatically endears the potential customers to the advertised brand.

> It must be packaged simply so that it is easy to comprehend. It must not be too far-fetched. For example when MBCA rebranded to NEDBANK, the awareness campaign for the new name simply carried the name and as a result the message was very clear that this was the new identity.

> It must be relatable, the targeted audience must see it and immediately feel a connection to it. For example the Castor Semenya television advert was done to push the Nike brand, but the images used created an immediate connection with the targeted audience, the women and the way the advert was scripted was simple yet powerful. After watching it, the targeted audience would be endeared to buy no other brand but Nike.

> It must be packaged with the notion that it has the power to pioneer a fresh way of thinking and to change existing perceptions.

> It must tell the truth about what the product or service does, but put the message across in an interesting and fascinating way, that grabs the attention of the customers and creates an interest that may result in possible uptake of the product or service.

Key tenets of a winning advert

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9July 2019 ISSUE

All organisations need to be aware that the advertising world we are in today is fast paced and highly competitive. What it means is that when one is working on an advert it must be a wholehearted effort along the lines of ‘go big or go home ‘concept. It is important to ensure enough money is set aside for the advert to gain enough mileage in the selected medium. A lack of sufficient flighting money can cripple an otherwise good advertising campaign or promotion. Organisations must be bent on annihilating the competition in all aspects. So full knowledge of the competitors and the activities they are engaged in is crucial. Sufficient slots in the chosen medium is important so as to maximise the impact. Appropriate positioning of the advert within the selected medium is also important for example in the newspapers, the early right hand pages are considered the most prime pages with the most mileage, in radio, the breakfast shows and the afternoon drive time slots are

The dynamism of the advertising world

considered the slots with the highest listenership while on the local ZBC television, the news hour is considered to have the highest viewership.

Today’s advertising is no longer a ‘one size fits all’, neither does it follow a general approach or execution, it now has to be target specific, so that like an arrow it hits its targeted audience with precision. Similarly, the anticipated mileage and estimated business that will be solicited by the adverts, must be commensurate to the investment committed to the advertising. It is important for organisations to tap into the most creative and experienced experts so as to ensure that their campaigns are well thought out and designed to disrupt people in the organisation’s favour. One example is Nandos who have always done a good job on picking topical events and rhetoric in the market and spinning them creatively to send out a Nando’s message while being relevant to the current situations in the market.

In a nutshell, all organisations must sit and plan in a detailed manner whenever they consider embarking on effective advertising campaigns.

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June 2019 ISSUE10

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11July 2019 ISSUE