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Nigerian Celebrities and Brand Promotion — различия между версиями
(Various Blue Chip companies in Nigeria, operating in diverse spheres such as Manufacturing, Telecoms, Banking, Consumer services are arising with fresh concepts that could stick them in advance of their rivals. The post Independent epoch (1960 till dat…) |
(Various Blue Chip companies in Nigeria, operating in diverse spheres like Manufacturing, Telecoms, Banking, Consumer services are springing up with fresh concepts that could put them before their rivals. The post Independent epoch (1960 till date) has …) |
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| − | Various Blue Chip companies in Nigeria, operating in diverse spheres | + | Various Blue Chip companies in Nigeria, operating in diverse spheres for example Manufacturing, Telecoms, Banking, Consumer services are developing with fresh concepts that will put them ahead of their rivals. The post Independent epoch (1960 till date) has witnessed the continual influx of companies both local and International into the marketing arena, eager to compete from the Nigerian open market Championship. Once a year event held to determine which companies products/services thrived essentially the most from the Nigerian Market. Their performances were rated from the profits posted in the Companies Annual General Meetings. A couple of who started the race at its inception are nevertheless in contention for your golden prize, while their counterparts have fallen in the process side. |
| − | + | Competition to dominate the Nigerian market is growing tougher with every passing year, and firms have deployed various marketing strategies "in and out of the box" in a bid to steal the market industry. As an example the regular use of promos by companies luring customers to purchase their products and consequently wining whooping monetary rewards with an selection of consolation prizes, game shows/lottery, where juicy monetary packages are up for grabs by customers who participate and obey stipulated instructions have become rampant. These 'over flogged marketing strategies', have propelled a number of to look for the direction in the celebrities (specially those inside the Entertainment circuit) to invoke a Sales- Reload had to thrust them far in advance of their competitors. | |
| − | Inside the eyes | + | Inside the eyes in the public, celebrities are noticed as being a rare unique breed of Homosapiens who navigate around having an aura of greatness, and possess the golden touch competent at transforming the ordinary into extra-ordinary within a splitting second in their respective chosen career. They develop the chance to keep ones eyes riveted in it, igniting the star struck syndrome on his or her fans. They easily fire up excitement within the crowd with some cringing their necks much on the nerves discomfort, in the bid capture a glimpse of them. This phenomenon is better described during live concerts carried out by popular artistes if the crowd retreats into a frenzy, with all the babes needless to say screaming their names(should they be guys) and shouting "I Adore you X", amazingly shedding tears, and sometimes passing out or nearly fainting on the slightest physical contact with the celebrities you aren't. |
| − | The posters of these great | + | The posters of these great men and women who wield the financial wands inside their hands are kissed and talked to by their fans who have them hung within a corner of these rooms, and dream endlessly about how good they could happen to be together, profess their undying adoration for them, adoring, idolizing them, thereby provoking the great Lord to jealousy. Celebrities by reason of the popularity naturally possess the chance to influence consumers to swap loyalty towards the endorsed brands, and earn such adverts to linger continually inside their memory data banks. On a wider pedestal, celebrities for example James Earl Jones endorsed "CNN", Catherine Zeta- Jones "Elizabeth Arden", and Pepsi has continually used International top rated footballers and artistes in promoting its brand. |
| − | In Nigeria, the idea of using celebrities | + | In Nigeria, the idea of using celebrities in promoting various brands was a student in its lowest ebb before 2007. Advertising companies for the pay roll of rival companies delightfully used "Unknown faces" to try to lure customers into purchasing the products being projected or to maintain customers loyalty or initiate a cross carpeting for the utilisation of the displayed products, through the Electronic media(dominantly TV). |
| − | 4 | + | 4 REASONS WHY CELEBRITIES WERE HARDLY Utilized to PROMOTE BRANDS A long time ago |
| − | 1. IGNORANCE: Most Advertising practitioners | + | 1. IGNORANCE: Most Advertising practitioners weren't conversant together with the idea of using celebrities to advertise the brands. These were hired to only advertise, showcase these products of the clients to viewers, that they did. They weren't deeply involved in any marketing strategy to out do brands from rival companies. |
| − | 2. INDIFFERENCE: A couple of | + | 2. INDIFFERENCE: A couple of fairly indifferent, adopted a lackadaisical way of the idea, given that they believed that the usage of celebrities didn't have any effect on the quality production of the adverts produced, so why bother with them? |
| − | 3. UNWILLINGNESS To invest: Most Clients were | + | 3. UNWILLINGNESS To invest: Most Clients were not wanting to pay the fees forced to hire the celebrities to market the brands from the advert (that has been less expensive in comparison with what obtains today). Just a few consented to the soliciting and eventual use of celebrities including 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 inside the TV series from the New masquerade), New Elephant Blue detergent (Chief Zebrudaya, Samanja) |
| − | 4. LOW COMPETITON: A | + | 4. LOW COMPETITON: A few companies with rivals producing brands within the same sector existed. In the 80's we basically had two known rival brands of items sucked from different spheres for eg Detergents "Omo and Elephant Blue", Soaps "Lux and "Cussons Imperial leather", Soft drinks "Coke and Pepsi", Cars "Peugeot and Volkswagen". Conversely a few companies produced brands that went unchallenged for example Okin biscuits, Peak Milk, Maltina, Robb, Thermocool fridge/freezers. |
| − | The | + | The game has changed with Companies eagerly parting with cash to ensure that celebrities are effectively used to promote their brands through the electronic media (still dominantly TV) based on its large viewership base, and in some cases paper media is also used. |
| − | Listing of NIGERIAN CELEBRITIES | + | Listing of NIGERIAN CELEBRITIES Utilized in BRAND PROMOTION: |
1.Omo detergent (Adesuwa Oyenokwe - TV presenter ) | 1.Omo detergent (Adesuwa Oyenokwe - TV presenter ) | ||
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17.Yoyo Bitters ( Jide Kosoko- Nollywood actor) | 17.Yoyo Bitters ( Jide Kosoko- Nollywood actor) | ||
18.Damatol (Desmond Elliot- Nollywood actor) | 18.Damatol (Desmond Elliot- Nollywood actor) | ||
| − | 19.Lagos | + | 19.Lagos State Government on the payment of Tax ( Kate Henshaw- Nuttal, Bimbo Akintola, Funke Akindele, (all Nollywood/TV actresses, Pastor Enoch Adeboye, General Overseer from the Redeem Christian Church of God) |
20.Malta Guinness (Basket Mouth- comedian) | 20.Malta Guinness (Basket Mouth- comedian) | ||
21.Etisalat ( Banky W- Artiste) | 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 | + | 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 much more |
| − | It is a fact that some customers | + | It is a fact that some customers conscious of the tasty collect pay tucked safely within the kitty with the celebrities, aren't moved from the adverts believing more and more quite often than not the celebrities do not use those products at all, opting rather to work with products from rival companies or those created by companies abroad that are not established here. No matter the hype made today about their presence within the adverts, having them endorse the merchandise does not automatically bestow a "snail proof seal" about the sale with the products. First, it is germane that the celebrity being used must ideally fit the manufacturer that is being projected, other wise referred to as the "product match". Therefore factors including physical appearance, charisma, credibility, acceptability, attraction sparks involving the celebrity as well as the target consumers, are fundamental and should not be waived aside, so that you can generate not merely absolutely free themes curiosity about the item but also to look at practical measures in purchasing it. |
| − | As an example the | + | As an example the usage of Nkem Owoh (male) inside the Harpic advert would be a mismatch. Being a norm in Nigeria, males do not clean toilets in your house, as it is deemed area of the domestic duties of your woman. Hence the market in promoting any toilet cleaning items are "women". The usage of the celebrity was hinged on outstanding success recorded being a Nollywood star, hence they felt his popularity would effectively promote the company and tremendously boost sales. They must have remarked that using him was a wrong move as women considered it a mere advertorial propaganda to ensure they are find the product. His stepping aside brought about board the remarkable Bukky Wright, though following her predecessor's formulaic advert. Women easily heated to her, and also the stereotyped message became realistic, casting out earlier doubts regarding product's effectiveness which in fact had lingered on inside their minds prior to the celebrity swap. Joke Silva has absorbed the company promotion reins from he,r regrettably using the monotonous advert. Imagine employing a man to get a diapers advert, or one aimed at promoting a variety of baby or cosmetics! Regardless how good looking the person is, regardless how humorous the advert actually is, at best it would lead to a highly packaged splitting seconds side show applauded from the women folk. |
| − | The | + | The effect Akin ( Chinedu Ikedezie) and Pawpaw (Osita Iheme) produced in promoting "OK Sweets" would not have been precisely the same automobile "adult looking" celebrity acquired an attempt advertising online. Children regard the duo as "Children stars" to who they can relate with, though naive with regards to their real ages, or their being unable to comprehend that they are "little men" with child like facial and physical features who may have lit up the lives of Hollywood fans. Children have gladly embraced the merchandise prompting their parents to purchase the treasured sweets. |
| − | "Etisalat", a Telecoms company that made its debut | + | "Etisalat", a Telecoms company that made its debut into the highly competitive Nigerian Telecoms market in 2008 was faced with a realistic look at battling with a few major players "MTN", " ZAIN" and "GLO", though not under rating the use of other people who could allow them to have a run for their money such as Starcomms, Multi Links, Visa Phone, Reltel , Intercellular. They'd hitherto resorted to marketing aggressively, with various adverts spearheaded by unpopular faces promoting their brand through electronic and print media. A break could have been termed to own been achieved when "Banky W", the sensational R n B artiste together with the hit track "Ebutte- Metta" which made waves in 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 a great liking towards the song and in different quarters, adults and children were heard reeling your "0809ja for lifetime song", soaring the Etisalat brand to increase heights. |
| − | Celebrities | + | Celebrities enables you to introduce a fresh brand, break periodic sales stagnancy that have hitherto held the product or service bound, and dispel nose diving sales rumors being peddled by rivals. The usage of celebrities sometimes has a devastating impact on sales where the celebrity endorses one logo and is observed while using the competitor's, or suffers an important mismanagement issue in his/her profession. If the sole goal of using Nigerian celebrities in adverts in promoting nokia's brands, using a view to experienceing the prior set projected sales profit and even surpassing same may be attained, lies coded for the mysterious sales card that your companies have held securely inside their hands abiding doggedly through the principle of "for our eyes only". |
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Версия 21:41, 4 марта 2015
Various Blue Chip companies in Nigeria, operating in diverse spheres for example Manufacturing, Telecoms, Banking, Consumer services are developing with fresh concepts that will put them ahead of their rivals. The post Independent epoch (1960 till date) has witnessed the continual influx of companies both local and International into the marketing arena, eager to compete from the Nigerian open market Championship. Once a year event held to determine which companies products/services thrived essentially the most from the Nigerian Market. Their performances were rated from the profits posted in the Companies Annual General Meetings. A couple of who started the race at its inception are nevertheless in contention for your golden prize, while their counterparts have fallen in the process side.
Competition to dominate the Nigerian market is growing tougher with every passing year, and firms have deployed various marketing strategies "in and out of the box" in a bid to steal the market industry. As an example the regular use of promos by companies luring customers to purchase their products and consequently wining whooping monetary rewards with an selection of consolation prizes, game shows/lottery, where juicy monetary packages are up for grabs by customers who participate and obey stipulated instructions have become rampant. These 'over flogged marketing strategies', have propelled a number of to look for the direction in the celebrities (specially those inside the Entertainment circuit) to invoke a Sales- Reload had to thrust them far in advance of their competitors.
Inside the eyes in the public, celebrities are noticed as being a rare unique breed of Homosapiens who navigate around having an aura of greatness, and possess the golden touch competent at transforming the ordinary into extra-ordinary within a splitting second in their respective chosen career. They develop the chance to keep ones eyes riveted in it, igniting the star struck syndrome on his or her fans. They easily fire up excitement within the crowd with some cringing their necks much on the nerves discomfort, in the bid capture a glimpse of them. This phenomenon is better described during live concerts carried out by popular artistes if the crowd retreats into a frenzy, with all the babes needless to say screaming their names(should they be guys) and shouting "I Adore you X", amazingly shedding tears, and sometimes passing out or nearly fainting on the slightest physical contact with the celebrities you aren't.
The posters of these great men and women who wield the financial wands inside their hands are kissed and talked to by their fans who have them hung within a corner of these rooms, and dream endlessly about how good they could happen to be together, profess their undying adoration for them, adoring, idolizing them, thereby provoking the great Lord to jealousy. Celebrities by reason of the popularity naturally possess the chance to influence consumers to swap loyalty towards the endorsed brands, and earn such adverts to linger continually inside their memory data banks. On a wider pedestal, celebrities for example James Earl Jones endorsed "CNN", Catherine Zeta- Jones "Elizabeth Arden", and Pepsi has continually used International top rated footballers and artistes in promoting its brand.
In Nigeria, the idea of using celebrities in promoting various brands was a student in its lowest ebb before 2007. Advertising companies for the pay roll of rival companies delightfully used "Unknown faces" to try to lure customers into purchasing the products being projected or to maintain customers loyalty or initiate a cross carpeting for the utilisation of the displayed products, through the Electronic media(dominantly TV).
4 REASONS WHY CELEBRITIES WERE HARDLY Utilized to PROMOTE BRANDS A long time ago
1. IGNORANCE: Most Advertising practitioners weren't conversant together with the idea of using celebrities to advertise the brands. These were hired to only advertise, showcase these products of the clients to viewers, that they did. They weren't deeply involved in any marketing strategy to out do brands from rival companies.
2. INDIFFERENCE: A couple of fairly indifferent, adopted a lackadaisical way of the idea, given that they believed that the usage of celebrities didn't have any effect on the quality production of the adverts produced, so why bother with them?
3. UNWILLINGNESS To invest: Most Clients were not wanting to pay the fees forced to hire the celebrities to market the brands from the advert (that has been less expensive in comparison with what obtains today). Just a few consented to the soliciting and eventual use of celebrities including 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 inside the TV series from the New masquerade), New Elephant Blue detergent (Chief Zebrudaya, Samanja)
4. LOW COMPETITON: A few companies with rivals producing brands within the same sector existed. In the 80's we basically had two known rival brands of items sucked from different spheres for eg Detergents "Omo and Elephant Blue", Soaps "Lux and "Cussons Imperial leather", Soft drinks "Coke and Pepsi", Cars "Peugeot and Volkswagen". Conversely a few companies produced brands that went unchallenged for example Okin biscuits, Peak Milk, Maltina, Robb, Thermocool fridge/freezers.
The game has changed with Companies eagerly parting with cash to ensure that celebrities are effectively used to promote their brands through the electronic media (still dominantly TV) based on its large viewership base, and in some cases paper media is also used.
Listing of NIGERIAN CELEBRITIES Utilized 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 Government on the payment of Tax ( Kate Henshaw- Nuttal, Bimbo Akintola, Funke Akindele, (all Nollywood/TV actresses, Pastor Enoch Adeboye, General Overseer from 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 much more
It is a fact that some customers conscious of the tasty collect pay tucked safely within the kitty with the celebrities, aren't moved from the adverts believing more and more quite often than not the celebrities do not use those products at all, opting rather to work with products from rival companies or those created by companies abroad that are not established here. No matter the hype made today about their presence within the adverts, having them endorse the merchandise does not automatically bestow a "snail proof seal" about the sale with the products. First, it is germane that the celebrity being used must ideally fit the manufacturer that is being projected, other wise referred to as the "product match". Therefore factors including physical appearance, charisma, credibility, acceptability, attraction sparks involving the celebrity as well as the target consumers, are fundamental and should not be waived aside, so that you can generate not merely absolutely free themes curiosity about the item but also to look at practical measures in purchasing it.
As an example the usage of Nkem Owoh (male) inside the Harpic advert would be a mismatch. Being a norm in Nigeria, males do not clean toilets in your house, as it is deemed area of the domestic duties of your woman. Hence the market in promoting any toilet cleaning items are "women". The usage of the celebrity was hinged on outstanding success recorded being a Nollywood star, hence they felt his popularity would effectively promote the company and tremendously boost sales. They must have remarked that using him was a wrong move as women considered it a mere advertorial propaganda to ensure they are find the product. His stepping aside brought about board the remarkable Bukky Wright, though following her predecessor's formulaic advert. Women easily heated to her, and also the stereotyped message became realistic, casting out earlier doubts regarding product's effectiveness which in fact had lingered on inside their minds prior to the celebrity swap. Joke Silva has absorbed the company promotion reins from he,r regrettably using the monotonous advert. Imagine employing a man to get a diapers advert, or one aimed at promoting a variety of baby or cosmetics! Regardless how good looking the person is, regardless how humorous the advert actually is, at best it would lead to a highly packaged splitting seconds side show applauded from the women folk.
The effect Akin ( Chinedu Ikedezie) and Pawpaw (Osita Iheme) produced in promoting "OK Sweets" would not have been precisely the same automobile "adult looking" celebrity acquired an attempt advertising online. Children regard the duo as "Children stars" to who they can relate with, though naive with regards to their real ages, or their being unable to comprehend that they are "little men" with child like facial and physical features who may have lit up the lives of Hollywood fans. Children have gladly embraced the merchandise prompting their parents to purchase the treasured sweets.
"Etisalat", a Telecoms company that made its debut into the highly competitive Nigerian Telecoms market in 2008 was faced with a realistic look at battling with a few major players "MTN", " ZAIN" and "GLO", though not under rating the use of other people who could allow them to have a run for their money such as Starcomms, Multi Links, Visa Phone, Reltel , Intercellular. They'd hitherto resorted to marketing aggressively, with various adverts spearheaded by unpopular faces promoting their brand through electronic and print media. A break could have been termed to own been achieved when "Banky W", the sensational R n B artiste together with the hit track "Ebutte- Metta" which made waves in 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 a great liking towards the song and in different quarters, adults and children were heard reeling your "0809ja for lifetime song", soaring the Etisalat brand to increase heights.
Celebrities enables you to introduce a fresh brand, break periodic sales stagnancy that have hitherto held the product or service bound, and dispel nose diving sales rumors being peddled by rivals. The usage of celebrities sometimes has a devastating impact on sales where the celebrity endorses one logo and is observed while using the competitor's, or suffers an important mismanagement issue in his/her profession. If the sole goal of using Nigerian celebrities in adverts in promoting nokia's brands, using a view to experienceing the prior set projected sales profit and even surpassing same may be attained, lies coded for the mysterious sales card that your companies have held securely inside their hands abiding doggedly through the principle of "for our eyes only".
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