The Nation Newspaper

Category: Brand week

  • Deepening word-of-mouth marketing in the East

    Deepening word-of-mouth marketing in the East

    To further deepen its share of the dark beer market in the Southeast, Nigerian Breweries is banking on its consumer oral promo, Legend Extra Stout ‘Taste & Tell’, to capture new fans and boost brand engagement, writes ADEDEJI ADEMIGBUJI.

    Consumers have always valued opinions expressed directly to them. Marketers may spend millions of dollars on elaborately-conceived advertising campaigns, yet, what often makes up a consumer’s mind is not only simple but also free: a word-of-mouth recommendation from a trusted source.

    As consumers, overwhelmed by product  choices, tune out the ever-growing barrage of traditional marketing, word-of-mouth cuts through the noise quickly and effectively. This, perhaps, may have informed the Nigerian Breweries’ decision to push its dark stout, Legend Extra Stout, into the eastern market through its national campaign, Taste and Tell, to underscore the importance of experience and word-of-mouth in marketing. While ‘Taste’ is about brand experience, ‘Tell’ is a word-of-mouth recommendation from a trusted source who has experienced the brand. The experience could be positive or negative.

    The importance of ‘Taste and Tell’ in brand marketing cannot be undermined. A marketing analyst, McKinsey’s Ole Jørgen Vetvik, says 20 to 50 per cent of all purchasing decisions is based on word-of-mouth. “Indeed, word of mouth is the primary factor behind many purchasing decisions,” he said.

    While adopting this approach on Sunday, March 22, at the Owerri leg of the second edition of ‘Taste & Tell’ campaign, an in-bar activation powered by Legend Extra Stout after the first edition was held across Lagos state and Benin, the experience shown in Imo state is unprecedented. The excitement in the air around Umunkoto along the ever busy Nekede Road, was conspicuous. As early as 7:30pm, the event section of the Winter Suite Hotel had no empty seat available. Bottles of the brand had already served on the tables as the quests, mostly consumers, are plunged into the contemporary hit songs blasting from the giant speakers strategically mounted around the event arena.

    Like the Lagos and Benin activations which featured Yoruba and Benin cultural performances respectively, the Owerri leg also featured a performance by Nna Nyelu Ugo cultural group to connect the brand with the people. The group took the audience, which had the Igbos in the majority, back to their roots with their soulful rendition of traditional folk songs.

    The high point of the event, however, was when the audience took centre stage to play the ‘Taste & Tell game. The ‘taste-and-tell’ game, involved a blind taste game where volunteer tasters tasted several drinks poured into cups marked ‘A’ to ‘C’ after which they were asked to identify the cup that contained Legend Extra stout. Participants who correctly identified the cup were rewarded with prizes such as 9.5kva generating set, LED TV and a refrigerator among other things.

    The game was conducted in batches of three volunteer tasters. Two out of the three tasters- Vitalis Chilaka, a 300 level under graduate of Quantity surveying, Federal Polytechnic, Uwana, and Augustine Chukwuebuka, and upcoming artiste correctly identified the glass that contained Legend Extra Stout after tasting the unidentified drinks in the first batch. For their feat, Vitalis and Agustine were rewarded with a 32’ inch LED TV and refrigerator respectively.

    Reacting to their winnings the duo attributed it to their loyalty to the Legend brand for a long time during which they become accustomed to that taste of Legend Extra Stout. “I volunteered to play the game because I knew I would win. I have been a Legend Extra Stout loyalist for years now, so I was sure I won’t miss that unique bitter taste and the feel of that rich foam head,” Vitalis said.

    Also, Augustine said, “Legend has been my best drink for over four years now. You can’t be loyal to a brand like that and fail to distinguish it from other brands even when blind folded. Almost all stout brands have bitter taste, but the bitter taste of Legend Extra Stout is unique”.

    A 500L medical Student at the University of Nigeria, Nsukka Gift Chukwuoti, emerged the winner in the third batch and was rewarded with a 9.5kva generating set for his feat. Reacting to his winning, visibly elated Gift was full of praises for Legend Extra Stout for the gift and confessed that he never expected that he would go home with such a prize as he had just come to the venue with no prior knowledge of what was going on.

    “This is quite surprising for me; I’m really short of words. I came in here not knowing something like this was going on but here I’m going home with a giant generating set. I want to thank Legend Extra stout for this”, said Gift.

    Asked how he was able to identify the brand from among many unmarked drinks, Gift was quick to say, “I’ve been a Legend Extra Stout loyalist for four years now, so I couldn’t have missed that unique bitter taste that only Legend possesses”.

    A psychologist, George Silverman, pioneered word-of-mouth marketing when he created what he called “teleconferenced peer influence groups” in order to engage physicians in dialogue about new pharmaceutical products. Silverman noticed an interesting phenomenon while conducting focus groups with physicians in the early 1970s. “One or two physicians who were having good experiences with a drug would sway an entire group of skeptics. They would even sway a dissatisfied group of ex-prescribers who had had negative experiences!,” he observed.

    Speaking about the activation, the Marketing Manager, Lager (Gulder, 33 export, Life & More) and Stout (Legend, Turbo King &), Nigerian Breweries Plc Emmanuel Agu, explained that the in-bar activation was introduced last year after Legend Extra Stout was repackaged as the brand.  He said that it will also serve as a medium to engage and reward its teeming consumers for their support over the years. “We started the Legend Taste & Tell activation last year after the brand was repackaged and we are continuing with it this year because it is a unique way to engage and reward our teeming consumers for their continued support for the brand. It also provides platform for us to reinforce in consumers the unique great taste of Legend Extra Stout despite the brand’s repackaging, and also serve as a medium to reinforce in them those key attributes of the Legend brand that makes it stand out,” he said.

    In 2014 Legend Extra Stout was repackaged in Stanoil foil and metalised labels. In the same year Legend Extra Stout via its National Consumer Promo, took 30 Nigerians to an all-expenses-paid shopping spree in Dubai, United Arab Emirate.

    Agu, who disclosed that the activation train will touch designated locations across the country from March to June, 2015, enjoined consumers to look out for when the train will stop in their cities and join the fun.

     

    Competition as the driver of Taste & Tell marketing activation

    The competition in the stout marketing is reaching a fever pitch especially between Guinness stout and Legend extra stout. The market, which parades old rivals, such as Guinness Extra Stout and Legend Extra stout; and the brands for the low-end markets such as such as ‘Castle Milk Stout’, Dark Ale and Turbo-King, is becoming more competitive following the ever-changing taste of consumers. With the renewed effort by low-end brands to stimulate demand, the story of the old rivals has continued to follow the narrative of the Biblical David and Goliath, mustering enough marketing budget to fight each other through innovative marketing approach.

    The Marketing Director of NB, Mr. Walter Drenth said: “I don’t think we are responding to any competition; as stated earlier, innovation is in the DNA of Legend and we believe this will progressively push the brand to its deserved place at the top. A quick flash back about our support for Legend in the last few years will convince all that rather than responding to others, other players are following our footsteps. This explains why the brand has, in the past years, remained the fastest growing stout in the market. We have to keep growing; we want to give consumers the best by emphasising the quality of our brand. This is part of our strategies. And again, I want to reiterate this; it’s part of our ways of showcasing a premium quality.”

  • FirstBank: Walking on a strange terrain

    FirstBank: Walking on a strange terrain

    Firstbank, a conservative bank, is sponsoring a television campaign, B430 TV series, which addresses the challenges of under 30 women. Analysts say this is novel for an old generation bank. But the bank says as a social cause, the deal is worth its salt, especially as it is within its corporate social responsibility and sustainability, writes ADEDEJI ADEMIGBUJI.

    The television series, B430 (before 30), sponsored by Firstbank, is unique in many ways. It is the first time the conservative bank is  walking on such a terrain.

    The series is centered on four young women – Damilola Adegbite, Beverly Naya, Meg Otanwa, Anee Icha – who live in Lagos.

    To meet social expectation – marriage – the women are under pressure to get married before hitting age 30.

    Though they have good careers, their marital status is giving them headache.

    Each of them either have one complicated relationship or the other. Sometimes, over a bottle of wine, they discussed and mocked each other.

    At a premiere of the series at the Federal Palace Hotel, Victorial Island, Lagos, where the story is also set, the trailer reveals through the lead character Adegbite starring as Temi Coker, 27, a lawyer with voice over. Naya, a consultant but single, who stars as Nkem, plays the sexy career woman who believes men are playthings.

    Otanwa, 28, an house wife, who plays Aisha, is the conflicted northern housewife, married to a billionaire. Icha, 25, a banker who plays Ama, is the sweet and cheerful friend and the youngest in the group.

    The series, produced by Nemsia, a full service marketing, design and content production house, is set against the background of social stigma single ladies who are through with school.

    Against the backdrop of the members of the society who see marriage as important, the pressure faced by single women under 30, could be traumatic, especially when their kiths and kins are getting married.

    At family weddings, as reflected in B430, they face various questions  on their status from family members, such as: “Please, do quick, we are waiting for your invite.”

    But, such expectation put pressures on the women to become desperate and this, in turn, makes most men to fall ‘prey’ for such women. “Men always want to stay away from desperate ladies,” says a social analyst.

    With everyone shying away from starting the conversation of single women who are under 30, getting a sponsorship for the campaign was a hard nut to crack for the producers.

    According to the Director of the series, Omorinsojo Akinnola, these challenges no one wants to talk about despite the problems faced by the victims.

    “No one wants to talk about it, but its real. We have to start the conversation.  As a result, she said so many companies did not want to sponsor the series because of the sensitive nature of the conversation,” she said.

    Analysts said endorsing such story could mean that brands are also stigmatising single women. But the way the story is told might have endeared the campaign to some of the sponsors who took the tough decision to accept the B430 deal.

    “Firstbank, for believing in us and taking a risk backing a show of this nature deserves great appreciation. Visionaries, such as Mrs Ani Mumuney fighting to give young firms like us a chance, not just in film making but in the marketing field, have kept the lights on at Nemsia over the last few years while we worked on making before 30. Airtel for bending over backwards to accommodate our requests within an impossible time frame. Federal Palace Hotel for being the very first brand to see our vision and providing this beautiful canvas for us to express it,”  Akinnola said.

    As strange as it sounds to a brand analyst that a conservative bank,  such as FirstBank, is endorsing such a campaign because of its sensitive nature unlike other social cause marketing, such as Downsyn-drome, an health problem, the bank is bankrolling, the Head of Marketing and Corporate Communications, Folake Ani-Mumuney said:  “We are known for supporting causes and this is a cause because it’s rooted in sincerity, and that is really what as a brand we stand for. If we cannot have an honest conversation among ourselves as a people about the things that drive our economy forward, about our people and their health, and things that ensure that we are a nation of productive people, then we wouldn’t be doing what we should be doing as a company. We are not here just to make money; we are a bank that actually believes in being a nation builder in supporting the nation.”

    Will the sponsorship of B430 enhance the bottom line and build more equity for the bank? “First, it is the conversation, a discussion, and a topic of this particular ‘B430’. It is also around the production; it’s about the business of art, the business of movie making, and it was decided that we want to do it in a standard that is exportable and that will compete anywhere in the world,” she said.

    She said further that Firstbank believes in the art of story-telling to reposition the brand. “If you think about us as Nigerians we grow at story-telling, I think we all love story-telling as Nigerians. First bank also supports small businesses, which was the reason it partnered with Nemsia Studios to produce B430. There was a time the performing arts in Nigeria were at the top of their game. If you remember plays in Ife in those days, true talents rose from there. Firstbank has been around for 120 years. We have always supported the arts, but there has been a renaissance since four years ago so much so that we actually created a sub-brand first in the arts and we have very many reasons for that. Beyond that, again still looking at the business of art, we believe that we can begin to really understand the pipeline and the value chain really better. Look at what is happening now; we have Ebony and Arise TV, which can compete with the biggest channels in the world,” she noted.

    However, the idea to screen this social issue into a TV campaign started with a young independent writer and director living in New York City, Bodunri Sasore. “He inserted himself into the psyche of the average Nigerian woman and was able to find a voice to speak their truths,” said Akinnola.

    She said the idea was further brought to visual reality by the artistic mind of one of the Nemesia partners, Derin Adeyokunnu. Worried that the idea was concieved by men, she said: “At that point, you would wonder how two 30 something men are able to convincingly tell a story about women. Well, that’s where I came in, and not a moment too soon. As a young  lady, these guys gave me a chance to hone my natural ability to be a controlling micro-manager. In fact, they respected it. If only other men felt the same way… I might very well be married before I turn 30,” said Akinnola.

    On the characters, she said the lead actors are simply the best in the business. “And if we have done our job, which we believe we have, you are witnessing the birth of the newest generation of proper movie stars. Damilola, Beverly, Meg and Anee are true talents and you will be hearing their names for a very long time. OC Ukeje, a certified star in his own right, took the project on in its early stages and his many awards are proof that he is a force to be reckoned with. Karibi Fubara, essentially the Nemsia whip. He has stepped far out of his role as actor in a role as friend and trusted co worker. Patrick, Gideon, Kenneth, Aunty Tuby, Patrick Doyle, Zainab.The list is endless. The talent is limitless,” she noted.

  • Lafarge rewards 48 distributors

    Lafarge rewards 48 distributors

    No fewer than 48 customers of Lafarge Africa Plc smiled home with valuable prizes, including cars, cash and electronic gadgets at the Partners Awards in Lagos.

    At the event, which held at the Intercontinental, Lagos, saw Alhaji Olasunkanmi Buraimoh Olaoshun of Temitope Enterprises emerging as the First National Winner.

    He received a brand new Sport Utility Vehicle, while Basiru Atinsola, chief executive officer, Oyinbashy Enterprises, who came second won a Hyundai Sonata executive car.

    Others who won were Alhaji Rasheed Ishola, chief executive officer, Rasheed Ishola Ventures Limited, who was presented a KIA Cerato Car as a third national winner.

    Mr. Innocent Okafor Obi, chief executive officer, Rosent Investment Limited, based in the East,  got a Hyundai ix35 jeep for winning the special recognition award for outstanding performance.

    Aside the cars, other distributors, corporate partners and outstanding sales staff of the company, also won various electronic gadgets and   corporate products.

    Chairman, Lafarge Africa Plc, Chief Olusegun Osunkeye, said the scheme was put together to empower their trade partners, who have contributed to the  growth of the organisation.

    He said: “Today, we are witnessing the 10th consecutive edition of this open demonstration of our company’s appreciation of your role as a key stakeholder and partner in our business with the theme Rewarding business excellence, which I consider most appropriate for all intent and purpose.’’

    Assuring the partners of the company’s determination to support its partners to boost their performance, the chairman said the released 2014 full year financial results of the company indicated that it was able to put up a good performance in such a volatile market as an affirmation of the strength of the new company and the group’s commitment to achieving excellence.

    The Managing Director, WAPCO Operations, Lafarge Africa Plc, Mrs. Adepeju Adebayo, said Lafarge is passionate about providing world- class building solutions to home builders, through value-adding partnerships with its esteemed trade partners.

    She pointed out that the strong equity and rich heritage of the company’s flagship brand, Elephant Cement, which has been sustained for over 50 years, has made it possible for the company to contribute to the development of Nigeria.

    To further improve on the service of Lafarge, the managing director said the company had appointed field sales managers to key distributors, who were expected to provide support and traction needed to win in the highly competitive market place.

    “For more effective and efficient delivery of your orders, we have invested in trucks and at the same time acquired more bulk tankers not only to meet, but to exceed the expectations of both our trade and corporate customer,” she said.

    Mrs. Adebajo said the support the company was getting from its key stakeholders, especially distributors and end users, has remained a major factor in its growth, adding that Lafarge would continue to look for ways to sustain the relationship, which, according to her, “has culminated in a partnership that transcends the ‘buying and selling’ relationship’’.

    Responding on behalf of the awardees, the star winner,  Oshunlola expressed his gratitude to God and the management of Lafarge for they have height reached in their businesses.

    He praised the transparency and integrity of the company with its trade partners, promising to give their best to grow the brand.

  • APCON: Surmounting the challenges of reforms

    APCON: Surmounting the challenges of reforms

    Advertising Practitioners Council of Nigeria (APCON) Chairman, Uffot Udeme has resumed duties. It is expected that he will continue with the reform started by his predecessor, Lolu Akinwunmi, reports ADEDEJI ADEMIGBUJI.

    With the inauguration of the Advertising Practitioners Council of Nigeria (APCON) board penultimate week, much is expected of it in the ongoing reform in the industry which has been gazetted by the Federal Government.

    Its immediate past chairman, Mr. Lolu Akinwunmi, is optimistic that the new council, chaired by SO&U Group Managing Director Mr. Uffot Udeme, would ensure that the fifth advertising code is strictly enforced. The code is to standardise advertising practice in line with best global practices.

    There are fears that the code may be circumvented by some interest groups that are picking issues with foreign shareholding in Nigeria advertising business concerns.

    Those in the reform vanguard believe it will protect professionals from losing their jobs, enhance local content and talent development and prevent over westernisation of creative ideas. But, critics believe it is a protectionist reform that would not grow the industry.

    Expressing his confidence in the new council to sustain the reform, Akinwunmi said: “Even when he (Udeme) was not the chairman, he did. He is a thoroughbred professional and was the president of the Association of Advertising Agencies of Nigeria (AAAN). He understands what the reform is about and he will be well advised by the council.

    “Built into the council structure are also checks and balances that every chairman must respect. I should know. And at any rate, the reform status is definite, has been gazetted and presented to the President-in-Council in Abuja. But we don’t foresee any challenges with the new chairman and Council.”

     

    Road to reform

    Akinwunmi said the birth of the reform came with a price, noting what he went through while in office. He said: “First, when I was appointed by President Goodluck Jonathan in 2010 for a three-year tenure, I had been advised by one or two very senior practitioners that I should simply concentrate on the traditional role of vetting adverts, and endeavour to avoid potentially troublesome issues like the constant disagreements between the two major breweries, among others. I however disagreed because I felt the economy and the industry were at a stage where we needed to strongly intervene and strengthen the structures of APCON, so that the federal regulator would be further empowered to play its role more effectively, and do more than just vetting and setting syllabuses for higher institutions. This led us to embark on the review of the fourth code, which culminated in the fifth Code. The work on the Code demanded a lot of tact, diplomacy, political adroitness and the need to manage many interests.”

     

    Foreign interests’ fear

    But it was not a smooth journey for the council. He said: “From when we started, foreign interests that did not want it attacked us ferociously. They imagined that if we were able to put the reform in place, it would stop them from taking over the Nigerian advertising business. At some point, I was reported to the National Assembly that I was using my position in APCON to stop certain foreign interests from operating in Nigeria.

    “I had to appear at the Senate to clear this. Then they reported me to the then Minister of Information, Labaran Maku, who investigated the allegation and found it to be untrue. Then they went to the Nigerian Investment Promotions Commission with the untruth that I was stopping foreign investors from coming into Nigeria. We showed the Commission proof that this was also not true.

    “Then they went to the Corporate Affairs Commission with the same lie and we dispelled it. It took the Minister of Information hosting an all-party meeting in Abuja, where they were warned to desist from the campaign of calumny against APCON and I.”

     

    How the reform sailed through

    Despite the challenges, he said APCON was able to review the advertising code and implemented it as the fifth code with support from the sectoral groups in APCON council: “The Council successfully implemented the Fifth Code Review following an industry-wide consultation through the APCON Committee on Advertising Practice Reforms (ACAPR) from 2010. The implementation commenced from January 2013,” he said.

    Akinwunmi noted that through Advertising Standards Panel (ASP), vetting of application rose by over 70 per cent and compliance level by over 75 per cent. “Vetting and approval of advertising materials is one of the core responsibilities of the Council through the ASP,” he said, adding that political parties also comply. “During the period, vetting of application rose by over 70 per cent and compliance level by over 75 per cent. I am happy to report that even the various political parties send their materials in for vetting. While we still experience some leakages, the awareness is higher, and compliance is more regular,” he said.

     

    To APCON, NBC, CPC and NAFDAC connection

    Akinwunmi said one of the biggest challenges faced by the drivers of the reform is the exposure of uncensored tradomedical advertisements, promising unsubstantiated reliefs for some ailments and diseases. “During the period, we commenced discussions with NAFDAC for a collaborative relationship, which was to ensure that all tradomedical advertising materials were simultaneously vetted by the three bodies. My council could not conclude the project, and hopefully, the next council will continue where we stopped. He said the council worked  closely with the Consumer Protection Council in ensuring that sales promotions were honest, and not abused, delivering on all the promises to the consumer.

    The council through partnership agreement with the International Centre for Alcoholic Policy (ICAP), Washington, United States, he said, was able to address issues relating to regulation of marketing of alcoholic and beverage firms.

    “This has been one of the most successful projects undertaken by my council. We went into a partnership agreement with the International Centre for Alcoholic Policy (ICAP), Washington, USA for the effective management of communication materials on alcohol beverage. Through this channel, APCON and the Beer Sectorial Group of the Manufacturers Association of Nigeria successfully hosted the three international seminars and conferences in Lagos and Abuja, which involved delegates from many parts of Africa. The Beer Sectorial Group of MAN also sought our assistance and support for the provision of technical support for the setting up of it Self Regulatory (SR) Secretariat. Hopefully, APCON will hold a similar summit with the telecoms operators and other stakeholders within the industry to review overall communication and especially tactical campaigns and promotions,” he explained.

     

    Professional forums

    To deepen the reform in the corporate communication settings, Akinwunmi said APCON also initiated and hosted various media and brand journalists fora, as well as interactive sessions with the Association of Corporate Affairs Managers of Banks (ACAMB) to update them on the expectations and responsibilities of APCON.

    Also, he said APCON hosted a joint intervention through an Outdoor Forum involving the Outdoor Advertising Agencies of Nigeria (OAAN), other regulators and stakeholders.

  • Series to engage 300 pupils on Children’s Day

    Upticomm Marketing Company, a public relations and integrated marketing communications consulting firm, has unveiled TheRoleModelSeries Conference, a mentor-protege programme for teenagers in public secondary schools, to mark Children’s Day on May 27.

    The series, which provides education, mentoring and inspiration using personalities in private, business, and public life, will hold at the Main Auditorium of the University of Lagos (UNILAG).

    The inaugural edition will feature over 300 pupils aged between 12 and 16 years.

    There will be inspirational speeches, presentations, question and answer sessions, drama skit, and syndicate session. Prizes, awards, and plaques will be given to deserving individuals and organisations.

    Upticomm Marketing Chief Strategist Olusegun McMedal, explained that the idea is driven by the need to create access for teenagers to learn directly from role models in the society.

  • ‘Why LED may overtake static billboard’

    Static billboards may be on their way out following advertisers’ preference for their mobile liquefied electronic display (LED) counterparts, advertising chief, Mr. Akin Adelegan, has said.

    A static billboard is a form of outdoor advertising board stationed while mobile LED billboard is a new form of billboard that uses a liquefied electronic display to expose advert materials.

    Adelegan, Chief Executive Officer of Advertange, said LED mobile advertising billboard’s technology would make its static LED counterpart look ordinary.

    The LED mobile platform, he said, is better than static billboard because of its cost effectiveness and flexibility in field deployment.

    Noting that the LED mobile platform is strategic to outdoor advertising, he said: “So, you must now strategise. If this is the new trend in the industry, I do not want my brand to look inferior, I also want to be there, but you must use your senses to decide how to get the best from what you are paying for. Rather than spend almost N100 million for a location, why not spend same for a mobile LED board that will move round Lagos,” he noted.

    Adelegan said the growing need for a platform that can enhance brands’ exposure and the yearning of the market, attracted his company into the business with importation of  about  eight mobile LED outdoor trucks for would be clients’ use.

    “The mobile LED outdoor advertising is a child of necessity because the industry is evolving and the latest technology in terms of outdoor is LED. People are fed up of just seeing the static billboard; they want something that could retain much of the attention.”

    “What we had before now is the static LED but the challenge in that is that they are fixated in one location and it is not every route you can put static billboard. It is restricted to some highways and the cost of constructing them, getting approval from the Ministry of Environment, LASAA, FERMA, the process of constructing those giant LED boards is a bit cumbersome.

    “There are instances where some have even collapsed. There are instances it takes many months to complete. It is not a pick and go thing. It is intensive and when you have maintenance issues, the whole thing has to be shut down.

    “We felt that there is vacuum, people want LED, but it cannot be in all location,that was why we started introducing the mobile LED platforms. It is a big screen and you can take it everywhere, big markets and different locations.

    Though there are few mobile advertising agencies in the industry but his agency, Advertange, is out to provide mobile LED billboard that has cutting edge advantage over others already available.

    “We wanted an edge in the area of LED; we brought in the one with sight and sound. Ours come with five thousand waltz speakers, bigger screen and it is elevating too.

    “What we are saying is that apart from using it as a static medium, where you can just put ordinary billboard, it could serve as something that could be used for brand campaign, road shows; slot in the video, anywhere the truck gets to, it will bring people round it with music playing and there could even be an interactive session with the brand.

    Providing some specific advantages of his mobile LED boards, he said, “Our mobile LED comes in two versions; one side is LED screen, the other side is a scroller, that means, if one of the side is showing digital screen, the other side is a back lit LED Scroller, which could display more than ten messages of what the brand is about or can do.

    “Then, the other one, both sides are LED screen. Another advantage of ours is that it has streamer on top of the screen. So aside the screen displaying video, it can be giving you messages about a product.

    “The screens are also internet connected and this means we can be playing the message or video in Lagos, Abuja and PH. Our trucks could be used for concert; it is just plug and play. If there is a concert, you just drive in there.”

    Stating another advantage of mobile LED, he said the cinema can be re-awakened through the platform, a new business opportunity he said his agency is looking at.

    “Now, everybody has to go to Silverbird Cinema and other enclosed cinemas in the country. So we are looking for brands, which could say give me six of these LED trucks to show live matches or films to a selected audience,” he told The Nation.

  • FirstBank sustains brand loyalty with Savings Promo

    FirstBank sustains brand loyalty with Savings Promo

    She has been banking with Firstbank of Nigeria for 28years. She grew up to see her parents banking with the same bank. Mrs. Ebisan Onyema, opened up on her long relationship with the bank penultimate week when its Group Managing Director/Chief Executive Officer Mr Bisi Onasanya, presented a new Toyota Corolla to her as the winner at the final draw of the bank’s Savings Bonanza.

    Her story illuminates the meaning of customer loyalty and how the reward system of a brand can sustain such cult followership.

    At this time of economic downturn, marketing professionals are looking for promotional tools to secure market share in the very competitive climate. They are using promotional incentives.

    “This experience and winning the prize has deepened my loyalty for FirstBank of Nigeria. How I wish other banks can support their customers through this reward system. I have been banking with FirstBank in 28 years. I grew up knowing my father and my mother banked with the bank. So, there is a long connecting point between the bank and I. So, a bank should not expect loyalty when there is no reward system for their loyal customers. I’m excited with this prize,” she said.

    Loyalty marketing is an approach to marketing, based on strategic management, in which a company focuses on growing and retaining existing customers through incentives. Branding, product marketing and loyalty marketing all form part of the customer proposition – the subjective assessment by the customer of whether to purchase a brand or not based on the integrated combination of the value they receive from each of these marketing disciplines.

    While the recent campaign by FirstBank has been predicated on renewed campaign theme, ‘You First,’ especially with the celebration of its 120 years of operation in the Nigerian market, the bank has gone on promo spree to champion financial inclusiveness through its marketing activities in recent times.

    Speaking at the car presentation ceremony, Onasanya noted that the FirstBank Savings Bonanza delivers to the bank’s promise to put the customer first as it is designed to reward customers for their patronage and loyalty to the brand over the years. “FirstBank has been changing the life style of average Nigerians with its Savings Promo since 2008. We would continue to churn out innovative and tailored-fit products to support customers’ needs and aspirations”, he stated.

    “Few months ago, we gave out six bedroom house to winners of our promos. Today, we gave out brand new Toyota Corolla cars to winners of our promo is different locations. Intending customers should go to our branches and open accounts and win lots of prizes,” Onasanya said.

    While this is part of the bank’s continued drive to encourage savings culture in the youth and unbanked segments, the reward system is believed would deepen the bank’s customer base especially as the bank through a draw which took place on March 12, 2015 to produce the winners as promised.

    The promo which kicked off in September 2014 has produced over 1400 winners including 12 winners of brand new Hyundai Elantra and Toyota Corolla cars.

  • PZ presents prize to winner of Cussons baby moments

    PZ presents prize to winner of Cussons baby moments

    It was a dream come true for the family of Mr. Yinka and Mrs. Funmi Davies recently when the management of multinational, PZ, presented the prize of the Cussons Baby Moments to they and their daughter, Morireoluwa.

    At a presentation ceremony held at PZ’s office in Ilupeju, officials of the company stressed the need to actualise plans that can bring about the best in children.

    According to Cussons’ Brand Manager, Ayeni Oluwaseun, the competition gives parents the opportunity to showcase amazing things their babies are made of.

    “It made parents take amazing pictures of their babies. Children do interesting things when where are there and when we are not.”

    Ayeni added that the prize entailed supply of Cussons products to the family and an all-expense-paid trip abroad.

    Besides, Morireoluwa will be the face of the products in the next one year.

    Mr. Davies thanked PZ for giving the family the opportunity. He recalled that he and his wife registered for the competition last December, when they bought the products at the Ikeja Shopping Mall in Lagos.

    Also commending PZ, Morireoluwa’s mother said: “Whatever our daughter becomes in life, she will always remember that when she was a year old, she won this award. This is a great platform to start from.”

    On the impact of the competition on the brand, Ayeni said it had improved on people’s awareness about Cussons as many want to associate with caring for children.

  • Colgate introduces new toothpaste  

    Colgate introduces new toothpaste  

    A leading global brand, Colgate Palmolive has brought into the market Colgate Maximum Cavity Protection plus Sugar Acid Neutraliser.

    The toothpaste is described as the first and only family toothpaste  with a sugar acid neutraliser technology and fluoride.

    During the media unveiling, the Colgate Marketing Director East and West Africa (EWA) Mr. Chris Hall described the product as the most advanced cavity protection for the entire family’s oral health. “The first toothpaste for the whole family with the exclusive Sugar Acid Neutraliser technology, it fights cavities by neutralising sugar acids right in the dental plaque,” he said.

    According to Hall, the toothpaste is a major breakthrough in the treatment and prevention of tooth decay, noting that with twice daily use, the product which contains   Sugar Acid Neutraliser formula works to neutralise harmful acids that are formed by bacteria from sugar, to reduce early caries. He said the product also strengthens and restores enamel to help prevent cavity formation.

    “Colgate Maximum Cavity Protection plus Sugar Acid Neutraliser toothpaste has been demonstrated in various clinical studies to be more efficacious at reducing cavities than conventional toothpaste with fluoride alone,” he said.

    Also, Colgate Professional Manager EWA, Mr Cheslin Twigg, said: “The fluoride in Colgate Maximum Cavity Protection plus Sugar Acid Neutraliser works to reduce and prevent cavities by strengthening teeth and decreasing de-mineralisation by acids. The Sugar Acid Neutraliser technology works to create a healthy environment for the teeth by increasing the plaque pH and further preventing demineralisation and promoting re-mineralisation of the teeth. Together, Sugar Acid Neutraliser technology and Fluoride help arrest and reverse the caries process by decreasing demineralisation and increasing remineralisation much more effectively than fluoride alone and these results in less cavitation than fluoride alone.”

    He said Colgate Maximum Cavity Protection plus Sugar Acid Neutraliser works in two ways. “It treats the cause of cavities by targeting acid produced from sugars by bacteria in plaque, in addition to providing the conventional benefits of fluoride.

    In contrast, traditional cavity treatments based upon fluoride alone focus solely on treating the symptoms of caries by strengthening the teeth,” he noted.

    Meanwhile, Colgate Palmolive Nigeria General Manager, Mr. Davis Kanyama noted that the company will continue to avail Nigerian market with quality and specially formulated products that ensure oral wellbeing of discerning consumers.

    He said Colgate is known for continuous improvement, global teamwork and care, backed by over two centuries of experience and maintain number one market share in 146 counties globally.

    “We have built a hallmark of exceptional global consumer products including toothpastes and brushes for our consumers, shoppers, customers and professionals in 223 countries.

    Colgate products are being sold worldwide and we are committed to offering Nigerians the same world-class products that offer total wellness to everyone in the family.”

    Colgate Palmolive Nigeria Marketing Director, Mrs. Hannah Oyebanjo explained: “Sugar Acid Neutraliser technology actually works biologically by targeting the primary cause of caries, the plaque biofilm, to reduce the effects of acids produced from sugars before they can harm the teeth. Specifically, it promotes the beneficial activity of arginolytic bacteria that convert arginine into ammonia to directly neutralise the “sugar acids” in plaque, creating a healthier environment for the teeth.”

  • Farmers laud Ogun govt’s programmes

    Farmers laud Ogun govt’s programmes

    Ogun State government has been lauded for its commendable agricultural programmes which have improved the fortunes of farmers in the state.

    The State’s Chairman of the All Farmers Association of Nigeria (AFAN), Chief Olusegun Dasaolu, gave the commendation during an interactive session between  farmers and Governor Ibikunle Amosun on how best to further improve the quality of service delivery in the sector.

    Chief Dasaolu said he was impressed with government’s rice cultivation in Eggua in Yewa North, 50-hectare Cocoa farm and a plantain farm in Alagbagba in Odeda Local Government, 50- hectare oil palm farm in ImekoAfon and the establishment of Green House in Kotopo, which has started to produce high-yield tomatoes, pepper to the citizens as well as various cassava farms in the state.

    The AFAN chairman also praised the state government for paying its counterpart fund regularly, saying it has allowed farmers to  get their input, such as fertiliser, ands seedlings, among others.

    He urged the state government not to relent in agriculture, saying more is still needed to be done, so that the state agricultural programmes can lead to industrialisation as seen by more irms opening shops in th state as well as the establishment of an ethanol factory the first in Sub-Sahara Africa in Agbara.

    The Chairman, Ogun State Poultry Farmers Association, Dr. Odunsi, urged the state government to look at the possibility of acquiring broiler processing machines as well as egg processing machines, which will turn egg into powder, which can be used by top companies such as Cadbury.

    This, he said, would improve the state Internally Generated Revenue (IGR).

    Governor Amosun thanked the farmers for their unflinching support to his government in the last 46 months,adding that agriculture will be given more priority in his second term.

    He urged them not to relent in their support as his government means well for them and their families especially now that all attention must be focused on agriculture as oil prices has fallen on the international markets

    Also speaking, Commissioner for Agriculture, Mrs. Ronke Sokefun urged farmers to have faith in Governor IbikunleAmosun’s administration as they stand to gain more if he is re-elected in next month governorship election.