Nigerian Celebrities and Brand Promotion

Various Blue Chip companies in Nigeria, operating in diverse spheres for example Manufacturing, Telecoms, Banking, Consumer services are developing with fresh concepts that might position them in front of their rivals. The post Independent epoch (1960 till date) has witnessed the continuous influx of companies both local and International in the marketing arena, eager to compete from the Nigerian open market Championship. A event held to find out which companies products/services thrived the most in the Nigerian Market. Their performances were rated from the profits posted through the Companies Annual General Meetings. A couple of who started the race at its inception remain in contention to the golden prize, while their counterparts have fallen as you go along side.

Competition to dominate the Nigerian market is continuing to grow tougher with each passing year, and companies have deployed various marketing strategies "in and from the box" within a bid to steal the marketplace. Such as the regular use of promos by companies luring people to purchase their items and consequently wining whooping monetary rewards plus an selection of consolation prizes, game shows/lottery, where juicy monetary packages are available by customers who participate and obey stipulated instructions are becoming rampant. These 'over flogged marketing strategies', have propelled a couple of to appear on the direction in the celebrities (especially those inside the Entertainment circuit) to invoke a Sales- Reload had to thrust them far before their competitors.

Within the eyes with the public, celebrities are located like a rare unique breed of Homosapiens who navigate around with an aura of greatness, and also have the golden touch capable of transforming the normal into extra-ordinary in just a splitting second within their respective chosen career. They hold the chance to keep ones eyes riveted on them, igniting the star struck syndrome on the fans. They easily stir up excitement in the crowd with many cringing their necks much for the nerves discomfort, within a bid to catch a look at them. This phenomenon is most beneficial described during live concerts carried out by popular artistes in the event the crowd goes into a frenzy, using the babes naturally screaming their names(should they be guys) and shouting "I Adore you X", amazingly shedding tears, and often passing out or nearly fainting on the slightest physical exposure to the stars you aren't.

The posters of the great men and women who wield the financial wands within their hands are kissed and talked to by their fans who may have them hung in the corner of their rooms, and dream endlessly about how good they might have already been together, profess their undying love for them, adoring, idolizing them, thereby provoking the excellent Lord to jealousy. Celebrities by reason of these popularity naturally possess the capability to influence customers to swap loyalty for the endorsed brands, making such adverts to linger continually inside their memory data banks. On the wider pedestal, celebrities like James Earl Jones endorsed "CNN", Catherine Zeta- Jones "Elizabeth Arden", and Pepsi has continually made use of International best rated footballers and artistes in promoting its brand.

In Nigeria, the very idea of using celebrities to promote various brands what food was in its lowest ebb prior to 2007. Advertising companies for the pay roll of rival companies delightfully used "Unknown faces" in an attempt to lure customers into purchasing the products being projected or maintain customers loyalty or initiate a cross carpeting towards the utilisation of the displayed products, from the Electronic media(dominantly TV).

4 REASONS WHY CELEBRITIES WERE HARDLY Employed to PROMOTE BRANDS BACK IN THE DAYS

1. IGNORANCE: Most Advertising practitioners were not conversant using the idea of using celebrities to market the brands. They were hired to simply advertise, showcase the items of their clients to viewers, that they did. They were not deeply linked to any online strategy to out do brands from rival companies.

2. INDIFFERENCE: A few were rather indifferent, adopted a lackadaisical procedure for the thought, simply because they thought that the usage of celebrities had no influence on the quality manufacturing of the adverts produced, so why bother with them?

3. UNWILLINGNESS TO SPEND: Most Clients were often unwilling to spend the money for fees necessary to hire the celebrities to promote the brands within the advert (which has been not as expensive in comparison with what obtains today). Only a few consented towards the soliciting and eventual usage of celebrities for example the now defunct Universal Trust Bank (UTB advert: Chief Zebrudaya and Jegede with the New masquerade TV series fame), Visine eye drops (Regina Askia), Morning fresh (Bimbo Oloyede), Panadol ( Ovuleria, Akpena from the TV series with the New masquerade), New Elephant Blue detergent (Chief Zebrudaya, Samanja)

4. LOW COMPETITON: A handful of companies with rivals producing brands within the same sector existed. Inside the 80's we basically had two known rival brands of products 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". Conversely a few companies produced brands that went unchallenged including Okin biscuits, Peak Milk, Maltina, Robb, Thermocool fridge/freezers.

The action has recently changed with Companies eagerly parting with cash to ensure that celebrities are effectively accustomed to promote their brands via the electronic media (still dominantly TV) according to its large viewership base, and even the Print media can be used.

Report on NIGERIAN CELEBRITIES Found 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 about the payment of Tax ( Kate Henshaw- Nuttal, Bimbo Akintola, Funke Akindele, (all Nollywood/TV actresses, Pastor Enoch Adeboye, General Overseer in 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 many more

It's correct that some customers alert to the mouth-watering acquire pay tucked safely inside the kitty in the celebrities, are certainly not moved from the adverts believing that more quite often than not the celebrities do not use those products whatsoever, opting rather to work with products from rival companies or those created by companies abroad that are to be established here. No matter the hype made currently regarding presence within the adverts, getting them to endorse these products doesn't automatically bestow a "snail proof seal" for the sale from the products. For starters, it is germane the celebrity getting used must ideally fit the emblem that's being projected, other wise called the "product match". Therefore factors for example physical aspect, charisma, credibility, acceptability, attraction sparks relating to the celebrity along with the target consumers, are fundamental and should not be waived aside, so that you can generate not simply the customers interest in the product but also to take practical stages in purchasing it.

As an example the using Nkem Owoh (male) from the Harpic advert was obviously a mismatch. Like a norm in Nigeria, guys do not clean toilets in your house, as it is thought to be part of the domestic duties of a woman. To ensure the target market to advertise any toilet cleaning goods are "women". The usage 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 seen that using him was obviously a wrong move as women considered it merely a advertorial propaganda to make them purchase the product. His stepping aside brought about board the remarkable Bukky Wright, though following her predecessor's formulaic advert. Women easily warmed up to her, as well as the stereotyped message became realistic, casting out earlier doubts as to the product's effectiveness that have lingered on in their minds prior to the celebrity swap. Joke Silva has additionally taken over the emblem promotion reins from he,r regrettably with the monotonous advert. Imagine by using a man for a diapers advert, a treadmill targeted at promoting a range of baby or cosmetic products! It doesn't matter how beautiful the person is, no matter how humorous the advert turns out to be, at the best it could lead to a properly packaged splitting seconds side show applauded from the women folk.

The outcome Akin ( Chinedu Ikedezie) and Pawpaw (Osita Iheme) manufactured in promoting "OK Sweets" do not possess been the same appears to be "adult looking" celebrity had a trial advertising. Children regard the duo as "Children stars" to who they're able to relate with, though naive about their real ages, or their wherewithal to comprehend actually "little men" with child like facial and physical features who've lit up the lives of Hollywood fans. Children have gladly embraced these products prompting their parents to get the treasured sweets.

"Etisalat", a Telecoms company that made its debut in to the highly competitive Nigerian Telecoms market in 2008 was facing a realistic look at enduring the three major players "MTN", " ZAIN" and "GLO", though not under rating a good other people who could allow them to have a run for his or her money like Starcomms, Multi Links, Visa Phone, Reltel , Intercellular. They'd hitherto resorted to marketing aggressively, with some other adverts spearheaded by unpopular faces promoting their brand using the electronic and print media. A break may have been termed to possess 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 adopted to advertise the company. His smooth velvety voice and the closing lyrics "080,0809ja for life" did the trick. Nigerians took an excellent liking on the song plus different quarters, adults and children were heard reeling your "0809ja for a lifetime song", soaring the Etisalat brand to increase heights.

Celebrities enable you to introduce a fresh brand, break periodic sales stagnancy that have hitherto held the product bound, and dispel nose diving sales rumors being peddled by rivals. The usage of celebrities sometimes features a devastating relation to sales in which the celebrity endorses one brand and is viewed while using competitor's, or suffers an important problem in his/her profession. Whether or not the sole aim of using Nigerian celebrities in adverts to advertise nokia's brands, using a view to achieving the prior set projected sales profit as well as surpassing same has become attained, lies coded about the mysterious sales card that this companies have held securely in their hands abiding doggedly through the principle of "for our eyes only".

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