Various Blue Chip companies in Nigeria, operating in diverse spheres such as Manufacturing, Telecoms, Banking, Consumer services are bobbing up with fresh concepts that will put them in advance of their rivals. The post Independent epoch (1960 till d
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Various Blue Chip companies in Nigeria, operating in diverse spheres like Manufacturing, Telecoms, Banking, Consumer services are developing with fresh concepts that might put them in advance of their rivals. The post Independent epoch (1960 till date) has witnessed the continual influx of companies both local and International in to the marketing arena, wanting to compete in the Nigerian open market Championship. Once a year event held to determine which companies products/services thrived the most in the Nigerian Market. Their performances were rated through the profits posted throughout the Companies Annual General Meetings. A few who started the race at its inception continue to be in contention for that golden prize, while their counterparts have fallen along the way side.
Your competitors to dominate the Nigerian market is growing tougher with every passing year, and corporations have deployed various marketing strategies "in and out of your box" in the bid to steal industry. For example the regular usage of promos by companies luring visitors to purchase many and consequently wining whooping monetary rewards plus an variety of consolation prizes, game shows/lottery, where juicy monetary packages are offered by customers who participate and obey stipulated instructions are getting to be rampant. These 'over flogged marketing strategies', have propelled a number of to look for the direction from the celebrities (especially those within the Entertainment circuit) to invoke a Sales- Reload required to thrust them far ahead of their competitors.
From the eyes from the public, celebrities have emerged as being a rare unique strain of Homosapiens who move about having an aura of greatness, and share the golden touch capable of transforming the standard into extra-ordinary within a splitting second inside their respective chosen career. They contain the power to keep ones eyes riveted with them, igniting the star struck syndrome on their own fans. They easily stir up excitement inside the crowd by incorporating cringing their necks much towards the nerves discomfort, in the bid to hook a peek at them. This phenomenon is most beneficial described during live concerts performed by popular artistes if the crowd adopts a frenzy, with the babes of course screaming their names(if they are guys) and shouting "I Love You X", amazingly shedding tears, and sometimes fainting or nearly passing out on the slightest physical connection with the stars you aren't.
The posters of such great people who wield the financial wands in their hands are kissed and talked to by their fans that have them hung inside a corner of their rooms, and dream endlessly about how exactly good they might are already together, profess their undying passion for them, adoring, idolizing them, thereby provoking the excellent Lord to jealousy. Celebrities by reason of their popularity naturally contain the capability to influence people to swap loyalty towards the endorsed brands, and make such adverts to linger continually of their memory data banks. With a wider pedestal, celebrities including James Earl Jones endorsed "CNN", Catherine Zeta- Jones "Elizabeth Arden", and Pepsi has continually made use of International premier footballers and artistes to market its brand.
In Nigeria, the concept of using celebrities to promote various brands what food was in its lowest ebb before 2007. Advertising companies for the pay roll of rival companies delightfully used "Unknown faces" to lure prospective customers into acquiring the products being projected in order to maintain customers loyalty or initiate a cross carpeting towards the use of the displayed products, through the Electronic media(dominantly TV).
4 REASONS WHY CELEBRITIES WERE HARDLY Accustomed to PROMOTE BRANDS BACK IN THE DAYS
1. IGNORANCE: Most Advertising practitioners were not conversant using the notion of using celebrities to promote the brands. These folks were hired to only advertise, showcase the products with their clients to viewers, that they can did. They were not deeply linked to any web marketing strategy to out do brands from rival companies.
2. INDIFFERENCE: A couple of fairly indifferent, adopted a lackadaisical approach to the concept, given that they believed that the usage of celebrities had no impact on the quality creation of the adverts produced, why bother utilizing them?
3. UNWILLINGNESS To invest: Most Clients were often unwilling to give the fees needed to hire the services of the celebrities in promoting the brands inside the advert (which was significantly less expensive when compared to what obtains today). Just a few consented to the soliciting and eventual using celebrities for example the now defunct Universal Trust Bank (UTB advert: Chief Zebrudaya and Jegede in the New masquerade TV series fame), Visine eye drops (Regina Askia), Morning fresh (Bimbo Oloyede), Panadol ( Ovuleria, Akpena in the Tv show with the New masquerade), New Elephant Blue detergent (Chief Zebrudaya, Samanja)
4. LOW COMPETITON: A handful of companies with rivals producing brands inside the same sector existed. From the 80's we basically had two known rival brands of goods drawn from different spheres for eg Detergents "Omo and Elephant Blue", Soaps "Lux and "Cussons Imperial leather", Sodas "Coke and Pepsi", Cars "Peugeot and Volkswagen". Alternatively a number of companies produced brands that went unchallenged including Okin biscuits, Peak Milk, Maltina, Robb, Thermocool fridge/freezers.
The sport now has changed with Companies eagerly parting with cash to ensure that celebrities are effectively used to promote their brands via the electronic media (still dominantly TV) based on its large viewership base, and perhaps the printing media can also be used.
Listing of NIGERIAN CELEBRITIES Employed in BRAND PROMOTION:
1.Omo detergent (Adesuwa Oyenokwe - TV presenter )
2.Chivita ( Jide Kosoko- Nollywood actor)
3.Chi Exotic (Sunny Neji - Artiste)
4.Peak Milk ( kanu Nwankwo- International footballer)
5.Hollandia Milk( Ali Baba- comedian, Julius Agwu- comedian, Omotola Jalade Ekehinde- Nollywood actress, Bukky wright- Nollywood / TV actress)
6.Lux (Genevive Nnaji- Nollywood actress)
7.Amstel Malta (Dakore Egbuson- Nollywood actress)
8.Onga (Kate Henshaw- Nuttal- Nollywood /TV actress)
9.Robb( Julius Agahuwa- International Footballer)
10.Harpic ( Nkem Owoh- Nollywood actor, Bukky Wright- Nollywood/TV actress, Joke Silva- Nollywood / TV actress )
11.La Casera (Ikponwonsa Osakhiodua- Radio presenter)
12.Power Fist (D'Banj- Artiste)
13.Ok Sweets ( Osita Iheme, Chinedu Ikedieze, both Nollywood actors)
14.Mimi Noodles ( Bukky Ajayi - Nollywood/TV actress)
15.Guinness (Tu Face Idibia- Artiste)
16.Zain (Bryan Okwara- Mr Nigeria)
17.Yoyo Bitters ( Jide Kosoko- Nollywood actor)
18.Damatol (Desmond Elliot- Nollywood actor)
19.Lagos State on the payment of Tax ( Kate Henshaw- Nuttal, Bimbo Akintola, Funke Akindele, (all Nollywood/TV actresses, Pastor Enoch Adeboye, General Overseer with the Redeem Christian Church of God)
20.Malta Guinness (Basket Mouth- comedian)
21.Etisalat ( Banky W- Artiste)
22.Glo (RMD, Joseph Yobo, John Utaka, D'Banj, Ego, Madam Kofo, Sunny Neji, Funke Akindele, Basket Mouth, Ramsey Nouah jnr , Monalisa Chinda- Richards, Ini Edo and more
It's correct that some customers alert to the mouth watering collect pay tucked safely in the kitty in the celebrities, are not moved by the adverts believing more in many cases these days the celebrities don't use those products whatsoever, opting rather to work with products from rival companies or those created by companies far away which might be to be established here. Regardless of the hype made today about their presence from the adverts, having them endorse the items will not automatically bestow a "snail proof seal" about the sale in the products. For starters, it can be germane that this celebrity being utilized must ideally fit the manufacturer that is certainly being projected, other wise known as the "product match". Therefore factors for example physical appearance, charisma, credibility, acceptability, attraction sparks between your celebrity and the target consumers, are fundamental and will not be waived aside, so that you can generate not just absolutely free themes fascination with the item and also to look at practical measures in purchasing it.
Such as the usage of Nkem Owoh (male) from the Harpic advert was a mismatch. As being a norm in Nigeria, men do not clean toilets in your house, because it is viewed as section of the domestic duties of a woman. Which means the target market in promoting any toilet cleaning goods are "women". The use of the celebrity was hinged on outstanding success recorded being a Nollywood star, so they felt his popularity would effectively promote the company and tremendously boost sales. They need to have realized that using him was obviously a wrong move as women considered it as being a mere advertorial propaganda to be find the product. His stepping aside triggered board the remarkable Bukky Wright, though following her predecessor's formulaic advert. Women easily heated up to her, and also the stereotyped message became realistic, casting out earlier doubts as to the product's effectiveness that have lingered on in their minds prior to celebrity swap. Joke Silva in addition has taken over the manufacturer promotion reins from he,r regrettably with the monotonous advert. Imagine employing a man for a diapers advert, a treadmill geared towards promoting a selection of baby or cosmetics! Regardless how good looking the person is, regardless of how humorous the advert ends up being, at the best it could translate into a highly packaged splitting seconds side show applauded through the women folk.
The impact Akin ( Chinedu Ikedezie) and Pawpaw (Osita Iheme) manufactured in promoting "OK Sweets" will not have been exactly the same appears to be "adult looking" celebrity had a trial advertising online. Children regard the duo as "Children stars" with whom they are able to relate with, though naive regarding real ages, or their inability to comprehend that they are "little men" with child like facial and physical features who may have lighted the lives of Hollywood fans. Children have gladly embraced the items prompting their parents to get the treasured sweets.
"Etisalat", a Telecoms company that made its debut into the highly competitive Nigerian Telecoms market in 2008 was facing view of struggling with these major players "MTN", " ZAIN" and "GLO", though not under rating a good other individuals who could allow them to have a run because of their money for example Starcomms, Multi Links, Visa Phone, Reltel , Intercellular. That they had hitherto resorted to marketing aggressively, with some other adverts spearheaded by unpopular faces promoting their brand using the electronic and print media. An escape could have been termed to own been achieved when "Banky W", the sensational R n B artiste with all the hit track "Ebutte- Metta" which made waves inside the music front was applied in promoting the emblem. His smooth velvety voice and also the closing lyrics "080,0809ja for life" did the trick. Nigerians took a great liking to the song as well as in different quarters, children and adults were heard reeling out the "0809ja forever song", soaring the Etisalat brand to higher heights.
Celebrities enables you to introduce a brand new brand, break periodic sales stagnancy which had hitherto held the item bound, and dispel nose diving sales rumors being peddled by rivals. The use of celebrities sometimes carries a devastating relation to sales the location where the celebrity endorses one brand and is viewed while using competitor's, or suffers a serious set back in his/her profession. If the sole aim of using Nigerian celebrities in adverts in promoting the firms brands, having a view to achieving the prior set projected sales profit as well as surpassing same has been attained, lies coded on the mysterious sales card that this companies have held securely of their hands abiding doggedly with the principle of "for our eyes only".
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