Finweek English Edition - - Advertising & marketing -

CHIL­DREN UN­DER THE AGE OF 14 in­flu­ence al­most 50% of house­hold spend­ing de­ci­sions in the US, af­fect­ing the pur­chase of ev­ery­thing from cars and hol­i­days to brands and ap­pli­ances. The ef­fect of this pester power is prob­a­bly sim­i­lar in SA.

But how do you mar­ket to them? Try Trend­case – a trans­par­ent pen­cil box car­ry­ing in­ter­change­able mini bill­boards in the lid.

The­mepack, one of HBD Ven­ture Cap­i­tal’s port­fo­lio com­pa­nies, and Pri­me­dia Face2Face have en­tered into a joint ven­ture through newly formed Trend­case Me­dia, which aims to dis­trib­ute 1m free pen­cil cases na­tion­ally dur­ing 2007.

Th­ese Trend­cases will de­liver mes­sages for a range of prod­ucts and ser­vices, from health foods and wash­ing pow­der to banks. They can also be used to ed­u­cate the youth about im­por­tant so­cial is­sues such as crime, Aids and ed­u­ca­tion.

HBD (which stands for “here be dragons”) was founded by en­tre­pre­neur Mark Shut­tle­worth.

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