Nigerian Celebrities and Brand Promotion

Various Blue Chip companies in Nigeria, operating in diverse spheres for example Manufacturing, Telecoms, Banking, Consumer services are springing up with fresh concepts that would stick them ahead of their rivals. The post Independent epoch (1960 till date) has witnessed the continuous influx of companies both local and International in to the marketing arena, desperate to compete within the Nigerian open market Championship. Once a year event held to find out which companies products/services thrived probably the most from the Nigerian Market. Their performances were rated with the profits posted in the Companies Annual General Meetings. Several who started the race at its inception continue to be in contention for that golden prize, while their counterparts have fallen on the way side.

Competition to dominate the Nigerian market is continuing to grow tougher with each passing year, and corporations have deployed various marketing strategies "in and from the box" in the bid to steal the market. As an example the regular using promos by companies luring customers to purchase their products and eventually wining whooping monetary rewards as well as an variety of consolation prizes, game shows/lottery, where juicy monetary packages are offered by customers who participate and obey stipulated instructions have become rampant. These 'over flogged marketing strategies', have propelled a few to look towards the direction in the celebrities (especially those within the Entertainment circuit) to invoke a Sales- Reload had to thrust them far in advance of their competitors.

From the eyes in the public, celebrities are noticed like a rare unique type of Homosapiens who move about with an aura of greatness, and also have the golden touch capable of transforming the standard into extra-ordinary in a splitting second of their respective chosen career. They possess the chance to keep ones eyes riveted to them, igniting the star struck syndrome on their own fans. They easily stir up excitement inside the crowd with a few cringing their necks much towards the nerves discomfort, in a bid to catch a look at them. This phenomenon is the most suitable described during live concerts accomplished by popular artistes if the crowd retreats into a frenzy, using the babes of course screaming their names(when they are guys) and shouting "I Adore you X", amazingly shedding tears, and often fainting or nearly fainting on the slightest physical connection with the heavens or otherwise not.

The posters of such great people who wield the financial wands of their hands are kissed and talked to by their fans that have them hung within a corner of these rooms, and dream endlessly regarding how good they may happen to be together, profess their undying passion for them, adoring, idolizing them, thereby provoking the excellent Lord to jealousy. Celebrities by reason with their popularity naturally hold the capability to influence consumers to swap loyalty for the endorsed brands, and earn such adverts to linger continually of their memory data banks. On the wider pedestal, celebrities including James Earl Jones endorsed "CNN", Catherine Zeta- Jones "Elizabeth Arden", and Pepsi has continually made use of International best footballers and artistes in promoting its brand.

In Nigeria, the thought of using celebrities to market various brands was at its lowest ebb just before 2007. Advertising companies around the pay roll of rival companies delightfully used "Unknown faces" in an attempt to lure customers into acquiring the products being projected as well as to maintain customers loyalty or initiate a cross carpeting towards the use of the displayed products, over the Electronic media(dominantly TV).

4 Main reasons why CELEBRITIES WERE HARDLY Employed to PROMOTE BRANDS A long time ago

1. IGNORANCE: Most Advertising practitioners were not conversant with the thought of using celebrities to market the brands. These were hired to only advertise, showcase these products of these clients to viewers, which they did. They were not deeply involved with any web marketing strategy to out do brands from rival companies.

2. INDIFFERENCE: A number of fairly indifferent, adopted a lackadaisical procedure for the concept, given that they thought that the application of celebrities didn't have any effect on the high quality creation of the adverts produced, so just why bother using them?

3. UNWILLINGNESS To pay: Most Clients were unwilling to pay the fees necessary to engage the services of the celebrities to promote the brands inside the advert (that has been less expensive when compared to what obtains today). Just a few consented for the soliciting and eventual usage of celebrities for example the now defunct Universal Trust Bank (UTB advert: Chief Zebrudaya and Jegede of the New masquerade TV series fame), Visine eye drops (Regina Askia), Morning fresh (Bimbo Oloyede), Panadol ( Ovuleria, Akpena from the TV series of the New masquerade), New Elephant Blue detergent (Chief Zebrudaya, Samanja)

4. LOW COMPETITON: A handful of companies with rivals producing brands in the same sector existed. From the 80's we basically had two known rival brands of goods used by 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 couple of companies produced brands that went unchallenged like Okin biscuits, Peak Milk, Maltina, Robb, Thermocool fridge/freezers.

The sport has changed with Companies eagerly parting with cash to make sure that celebrities are effectively employed to promote their brands through the electronic media (still dominantly TV) according to its large viewership base, and even the printing media can also be used.

LIST 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 about the payment of Tax ( Kate Henshaw- Nuttal, Bimbo Akintola, Funke Akindele, (all Nollywood/TV actresses, Pastor Enoch Adeboye, General Overseer of 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 mindful of the mouth-watering acquire pay tucked safely inside the kitty in the celebrities, are not moved by the adverts believing more and more often times these days the celebrities do not use those products in any respect, opting rather to make use of products from rival companies or those made by companies in other countries which can be not yet been established here. Regardless of hype made nowadays with regards to their presence within the adverts, getting them to endorse the products does not automatically bestow a "snail proof seal" for the sale of the products. For one, it really is germane the celebrity used must ideally fit the company that is being projected, other wise referred to as "product match". Therefore factors such as looks, charisma, credibility, acceptability, attraction sparks relating to the celebrity along with the target consumers, are fundamental and cannot be waived aside, as a way to generate not only the customers fascination with the item and also to consider practical steps in purchasing it.

Including the use of Nkem Owoh (male) in the Harpic advert was a mismatch. As being a norm in Nigeria, guys do not clean toilets in the home, because it is thought to be part of the domestic duties of the woman. Which means the target market to market any toilet cleaning products are "women". The usage of the celebrity was hinged on outstanding success recorded like a Nollywood star, hence they felt his popularity would effectively promote the brand and tremendously boost sales. They must have remarked that using him was a wrong move as women considered becoming only advertorial propaganda to be purchase the product. His stepping aside brought about board the remarkable Bukky Wright, though following her predecessor's formulaic advert. Women easily heated up to her, as well as the stereotyped message became realistic, casting out earlier doubts for the product's effectiveness which have lingered on in their minds ahead of the celebrity swap. Joke Silva has bought out the manufacturer promotion reins from he,r regrettably with all the monotonous advert. Imagine using a man for the diapers advert, a treadmill targeted at promoting a selection of baby or cosmetics! No matter how attractive the man is, regardless of how humorous the advert happens to be, at the best it could translate into a well packaged splitting seconds side show applauded with the women folk.

The impact Akin ( Chinedu Ikedezie) and Pawpaw (Osita Iheme) manufactured in promoting "OK Sweets" will not have been exactly the same automobile "adult looking" celebrity had a go advertising. Children regard the duo as "Children stars" with whom they can relate with, though naive regarding real ages, or their wherewithal to comprehend that they're "little men" with child like facial and physical features who have illuminated the lives of Hollywood fans. Children have gladly embraced the products prompting their parents to buy the treasured sweets.

"Etisalat", a Telecoms company that made its debut in the highly competitive Nigerian Telecoms market in 2008 was confronted with a realistic look at struggling with these major players "MTN", " ZAIN" and "GLO", though not under rating the use of other people who could let them have a run for their money including Starcomms, Multi Links, Visa Phone, Reltel , Intercellular. That they hitherto resorted to marketing aggressively, with some other adverts spearheaded by unpopular faces promoting their brand through the electronic and print media. Some slack might have been termed to get been achieved when "Banky W", the sensational R n B artiste with the hit track "Ebutte- Metta" which made waves inside the music front was utilized to promote the emblem. His smooth velvety voice along with the closing lyrics "080,0809ja for life" have been effective. Nigerians took an excellent liking on the song and in different quarters, kids and adults were heard reeling the "0809ja for lifetime song", soaring the Etisalat brand to increase heights.

Celebrities enable you to introduce a whole new brand, break the cycle of sales stagnancy which had hitherto held the item bound, and dispel nose diving sales rumors being peddled by rivals. The application of celebrities sometimes features a devastating influence on sales in which the celebrity endorses one brand name is seen with all the competitor's, or suffers an important problem in his/her profession. Whether or not the sole aim of using Nigerian celebrities in adverts in promoting the companies brands, with a view to having this prior set projected sales profit and even surpassing same may be attained, lies coded around the mysterious sales card that this companies have held securely of their hands abiding doggedly by the principle of "for our eyes only".

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