Nigerian Celebrities and Brand Promotion

Various Blue Chip companies in Nigeria, operating in diverse spheres such as Manufacturing, Telecoms, Banking, Consumer services are bobbing up with fresh concepts that might 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, needing to compete in the Nigerian open market Championship. A yearly event held to find out which companies products/services thrived probably the most in the Nigerian Market. Their performances were rated by the profits posted throughout the Companies Annual General Meetings. Several who started the race at its inception are nevertheless in contention for the golden prize, while their counterparts have fallen on the way side.

The competition to dominate the Nigerian market has grown tougher each and every passing year, and companies have deployed various marketing strategies "in and from the box" in a bid to steal the market industry. As an example the regular using promos by companies luring customers to purchase their products and consequently wining whooping monetary rewards plus 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 couple of to check towards the direction of the celebrities (especially those within the Entertainment circuit) to invoke a Sales- Reload needed to thrust them far ahead of their competitors.

Inside the eyes in the public, celebrities are noticed as a rare unique type of Homosapiens who move about by having an aura of greatness, and also have the golden touch able to transforming the ordinary into extra-ordinary inside a splitting second in their respective chosen career. They hold the capacity to keep ones eyes riveted on them, igniting the star struck syndrome on the fans. They easily stir up excitement from the crowd by incorporating cringing their necks much on the nerves discomfort, within a bid capture a look at them. This phenomenon is the most suitable described during live concerts accomplished by popular artistes in the event the crowd switches into a frenzy, together with the babes needless to say screaming their names(should they be guys) and shouting "I Adore you X", amazingly shedding tears, and infrequently passing out or nearly handing out on the slightest physical experience of the celebrities you aren't.

The posters of those great people who wield the financial wands of their hands are kissed and talked to by their fans who've them hung inside a corner of the rooms, and dream endlessly about how good they can happen to be together, profess their undying passion for them, adoring, idolizing them, thereby provoking the nice Lord to jealousy. Celebrities by reason of their popularity naturally possess the capability to influence consumers to swap loyalty to the endorsed brands, and make such adverts to linger continually in their memory data banks. Over a wider pedestal, celebrities such as James Earl Jones endorsed "CNN", Catherine Zeta- Jones "Elizabeth Arden", and Pepsi has continually widely used International premier footballers and artistes to advertise its brand.

In Nigeria, the concept of using celebrities to advertise various brands was a student in its lowest ebb just before 2007. Advertising companies on the pay roll of rival companies delightfully used "Unknown faces" to try to lure customers into acquiring the products being projected as well as to maintain customers loyalty or initiate a cross carpeting to the utilisation of the displayed products, through the Electronic media(dominantly TV).

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

1. IGNORANCE: Most Advertising practitioners weren't conversant using the notion of using celebrities to advertise the brands. These were hired to merely advertise, showcase the products with their clients to viewers, which they did. They were not deeply linked to any online strategy to out do brands from rival companies.

2. INDIFFERENCE: A couple of somewhat indifferent, adopted a lackadaisical approach to the theory, given that they belief that using celebrities had no relation to the product quality manufacturing of the adverts produced, so why bother utilizing them?

3. UNWILLINGNESS To invest: Most Clients were often unwilling to give the fees forced to hire the celebrities in promoting the brands in the advert (that was significantly less expensive in comparison to what obtains today). Just a few consented for the soliciting and eventual usage of celebrities such as 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 show 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. Within 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", Carbonated drinks "Coke and Pepsi", Cars "Peugeot and Volkswagen". Conversely a few companies produced brands that went unchallenged like Okin biscuits, Peak Milk, Maltina, Robb, Thermocool fridge/freezers.

The overall game has changed with Companies eagerly parting with cash to ensure celebrities are effectively accustomed to promote their brands using the electronic media (still dominantly TV) according to its large viewership base, and in some cases paper media can be used.

LIST 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 for 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 more

The simple truth is that some customers mindful of the mouth watering acquire pay tucked safely from the kitty from the celebrities, are not moved by the adverts believing that more in many cases today the celebrities avoid using those products at all, opting rather to use products from rival companies or those created by companies in other countries which might be not established here. Regardless of the hype made today regarding their presence from the adverts, keeping them endorse the items doesn't automatically bestow a "snail proof seal" on the sale with the products. For just one, it really is germane that the celebrity being utilized must ideally fit the company which is being projected, other wise called the "product match". Therefore factors such as physical appearance, charisma, credibility, acceptability, attraction sparks between your celebrity and the target consumers, are fundamental and cannot be waived aside, so that you can generate not merely the customers fascination with the product or service but in addition to consider practical measures in purchasing it.

As an example the using Nkem Owoh (male) inside the Harpic advert was obviously a mismatch. Being a norm in Nigeria, males do not clean toilets in your house, since it is deemed the main domestic duties of a woman. Therefore, the market to market any toilet cleaning items are "women". The usage of the celebrity was hinged on outstanding success recorded as being a Nollywood star, so they felt his popularity would effectively promote the emblem and tremendously boost sales. They have to have remarked that using him would have been a wrong move as women considered it as being merely a advertorial propaganda to be choose the product. His stepping aside induced 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 the product's effectiveness which had lingered on in their minds prior to the celebrity swap. Joke Silva has also absorbed the emblem promotion reins from he,r regrettably together with the monotonous advert. Imagine employing a man for a diapers advert, a treadmill geared towards promoting a variety of baby or cosmetic products! No matter how attractive he is, regardless of how humorous the advert ends up being, at best it might lead to a nicely packaged splitting seconds side show applauded by the women folk.

The effect 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 acquired a shot advertising. Children regard the duo as "Children stars" to who they're able to relate with, though naive regarding their real ages, or their being unable to comprehend actually "little men" with child like facial and physical features who've illuminated the lives of Hollywood fans. Children have gladly embraced these products prompting their parents to acquire the treasured sweets.

"Etisalat", a Telecoms company that made its debut in the highly competitive Nigerian Telecoms market in 2008 was confronted with view of enduring the 3 major players "MTN", " ZAIN" and "GLO", though not under rating the use of other individuals who could provide them with a run for money like Starcomms, Multi Links, Visa Phone, Reltel , Intercellular. They had hitherto resorted to marketing aggressively, with many adverts spearheaded by unpopular faces promoting their brand through electronic and print media. Some slack has been termed to have 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 adopted in promoting the brand. His smooth velvety voice and the closing lyrics "080,0809ja for life" labored. Nigerians took a great liking on the song and in different quarters, kids and adults were heard reeling out your "0809ja for a lifetime song", soaring the Etisalat brand to raised heights.

Celebrities enables you to introduce a whole new brand, break periodic sales stagnancy that had hitherto held the item bound, and dispel nose diving sales rumors being peddled by rivals. The use of celebrities sometimes has a devastating impact on sales the location where the celebrity endorses one brand name and sometimes appears using the competitor's, or suffers a significant mismanagement issue in his/her profession. Perhaps the sole aim of using Nigerian celebrities in adverts in promoting the companies brands, using a view to having this prior set projected sales profit and in many cases surpassing same has been attained, lies coded on the mysterious sales card that the companies have held securely of their hands abiding doggedly with the principle of "for our eyes only".

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