Derek Lubner, marketing director, Innovate Services:
The topic of marketing to children has always prompted wide debate that brings forward a range of views and opinions. The Advertising Standards Authority and Ofcom have various guidelines and rules in place on what can be advertised via broadcast channels, and in the past, the National Union of Teachers called on the government to ban all advertising and marketing activities for brands on school premises.
When it comes to marketing within the educational catering sector, marketers are often faced with the challenge of communicating to multiple customer groups. Of course, the primary customer is the student, yet there is a secondary customer group of parents, who of course fund the student’s purchases during their school day. Third, is the school itself and in particular the business manager who is the gateway to both student and parent. (more…)
