JOHANNESBURG – Millions of South Africans will be uniting around lekker braais today (Sunday) to celebrate National Heritage Day, which businesses have found extremely difficult to exploit for profit.
Reputed marketing analyst and advisor, Chris Moerdyk, said businesses had not been “taking advantage” of Heritage Day in the same manner they did of Christmas Day and Easter Holidays.
This, he explained, was because of the different heritages in the country which made it “extremely difficult” to define a target market. “It’s far too complicated for marketers to get their heads around Heritage Day. And it’s impossible to have advertising which focusses on all of them (heritages),” he said.
Unperturbed, Jan Braai, real name Jan Scannell, the man behind the National Braai Day initiative, has called on the masses to let their hair down and have some fun as there were constantly “serious issues on the agenda in South Africa”.