In today’s time of internet popularity and globalization, a website is a dynamic tool in the market for you to both acquire and service your clients. It enables you to make information easily available about your brand as well as update the media and other stakeholders about upcoming events, new products and services offered by your organization.
In Nigeria today, competition has never been fiercer and it has become necessary for every company and business to fight tooth and nail for every inch of that customer share. An effective website plays an increasingly crucial role in helping businesses and individuals achieve their objectives and you and your brand cannot be left out of this online revolution.
Having a good website for your business is even more important now that technologies like Twitter and Facebook make it easier for more people to find you. Here are reasons why having a website for your business is still very important:
1. IT IS A GLOBAL PLATFORM – A well designed and properly positioned website provides instant ‘global reach’. As an entrepreneur in Nigeria, the website gives you ample opportunity to display your products and services to targets within and outside the country.
2. CONTROL - You need a place online that you own, where “YOU” control the information and the data. That is what your website does for your business. Your website allows you to design your message to suit your brand and reflect the corporate image and reputation of your business. Social networking websites and blogging websites can change their site or terms of service at any time but within “YOUR” website, you dictate the content and format.
3. IT IS A MARKETING/PUBLIC RELATIONS TOOL - As an organization, it’s imperative to get established on the World Wide Web. Not only can it be an additional revenue stream, but it’s an important marketing and public relations tool for business expansion that increases profits and enhances the image of your company.
4. MEASUREMENT - Metrics and measurements to know how well your webpage tactics are working are much easier to get via a website. Facebook and Twitter do provide some metrics (as well as some provided by third-parties), but the metrics are not as business oriented, making it more difficult to measure specific tactics and promotions. With a website you can actually evaluate and track traffic, visitors and their comments. The point here is that via your website you can convey promotional messages to your desired target and also track their feedback in form of response, contribution, grievances and observations which are very important for future planning.
POISEMEDIA can help you with all the support you need for creating an effective website for your business.
At POISEMEDIA, we believe that it is vital for a company like yours to have a website (or sometimes a blog can work too) that works well in terms of providing potential customers with the information they want, being easy to use, and having the right calls to action to lead people down the sale funnel.
Online or Internet advertising, as the name implies, is all about advertising products and services over the Internet. More and more people are opting for online advertising in Nigeria because of the many advantages of this type of marketing over traditional advertising methods such as classified ads in newspapers, radio, TV, direct mail marketing, telephone marketing and the use of banners among others.
Internet advertising is huge
Nigeria falls among the top 10 most internet users in the world. With the growth of information on the World Wide Web, so has growth the amount of time people spend on it, which has in turn generated a new market for internet advertising. Some of the wealthiest companies in the world have made sure that they get a piece of the internet marketing pie, and for a good reason.
Internet advertising is targeted
As a company looking for advertising opportunities to a specific market, internet advertising offers some targeting methods that insure that those who see your ads are the ones most likely to buy. Programs like Google’s AdWords and AdSense match up advertisers with content that their target market peruses regularly. Forget the costly machine-gun strategy of newspaper advertisements, internet advertising is targeted!
Internet adverting enables good conversion tracking
It’s impossible to get a good idea of how many people see advertising through traditional means. Tracking the reach of newspaper and television advertisements is difficult. However, internet advertising allows the advertiser to track the number of impressions an ad gets (how many people see it), and how many visits their business web site gets from particular ads, making it easy to see what kind of conversion rates internet advertisements are getting.
Internet advertising has lower entry-level fees
If you have a limited budget, internet advertising can be much more in reach than traditional methods. A small yellow-page ad can cost several hundred dollars. However, you can bid for advertisements on Google and Overture on a performance basis. That means that you only get charged when visitors click on the advertisement, and bidding starts at a nickle or dime a pop.
Internet advertising can be much cheaper
Because of the targeted nature of internet advertising and the ability to track the effectiveness of ads, conversion rates from internet advertising is typically much better than traditional mediums. And when it comes to adverts that include online registration, the registration is most times free.
Internet advertising has greater range
One more benefit is that, since the internet spans the globe, pockets of your target market scattered around the world can all be targeted at once, rather than trying to find different publications, radio stations and television stations that cater to a particular geographical area. This mean that with the internet, A Nigerian product can be advertised in Canada, Iraq , Australia etc, Which brings your business to an international level .
Major Website to Advertise in Nigeria
International Websites includes…
Local Website includes…
On the whole, internet advertising can be a great way to get the word out there about your service or product in a cost-effective, efficient way. We at poise media Nigeria can help u with your online advertisement and PR in Nigeria. If u have tried by yourself and you still need more support in advertising your product in Nigeria, please do not hesitate to contact us on firstname.lastname@example.org. Good luck in your advertising campaign.
PoiseMedia Communications Ltd
In Nigeria, marketing new products which has existing competitors has been of great worry to the producers. This is because the other existing product has giving their costumers good reasons to stick to them by satisfying their expectations at an affordable rate. Business owners know that they must have a business competitor analysis and a strategic plan to engage competition. Question here is, will the plans be able to make the competition they face irrelevant?
What most new products earn do is not up to half of their sales in Profits even after a long sales period because they fail to realize the right public or marketing skills. After an early window of opportunity, new products are often smothered by copycat competitors rushing to market, waning media and analyst attention, sales channel apathy, price pressures and purchasers unable to distinguish the product through all the competitive clutter.
With the correct launch, new and innovative products have great advantages early in their life cycles—competition is light, media and analyst interest is heavy, sales channel enthusiasm is passionate and buyers are energized by the novelty of the product’s promised solutions. But in doing this, the producer should know and understand the following to b able to stay in business with his competitors.
Understanding the Competition
Unless you have invented a brand new product and there is competition lingering out in the world; you will need to conduct plenty of research on the product your competition is offering. Evaluate how they are marketing the product by reading the company website, brochures, print, online ads and other marketing materials. Consider how your product is the same or different from the product being offered by the competition. Seeing what marketing efforts may be working and not working for the competition can guide you in how to effectively market your own product. Take a look at Etisalat for example, they are almost measuring up to Mtn and Glo cause they have understood the competition and the needs of the people so they cut down their call rate, gave out a lot of promo offers and still offer good network services thus they are growing very fast.
Getting in Front of the Right Customer
Focus your marketing efforts on the customer that is most likely to buy your product. Consider the reasons why a customer would need or want your product and leverage this in your marketing messages. It is much easier to target the right customer who has a need and desire for your product than to try to create a market for a product. For example, if a competitor sells to a particular group of people (Mothers, for example), determine how your product serves a better purpose for the group and then use this information to market to Mothers. You may want to conduct some market research to learn about your target market. Focus groups and surveys are two ways you can learn more about the needs and wants of your target audience.
A Unique Selling Proposition
According to Kim Gordon, a marketing coach for Entrepreneur magazine, a unique selling proposition (USP) is what makes customers want to buy from you rather than the competition. Determine how your product serves a need better, faster or easier than the competition. Use your USP to craft marketing messages, create a brand for your product and differentiate your product from products that are the same or similar to yours. When you are researching your competition, carefully examine the product features. Pay close attention to how the competition is marketing its products. When you compare the competitors’ products to your own, you can list the differences that exist. Identify a benefit your product offers that your competition is lacking.
Public Relations and Media Involvement
When it’s time to the launch the product, public relations and media coverage can play a vital role. Media coverage in magazines and newspapers or on news shows that reach your target audience helps to create a buzz. Publicity is a third-party endorsement for your product that many consumers may find more valuable than advertisements and marketing materials that the consumer knows your business creates.
Customers are always looking to get more than what they ar
Add Value to Products and Services
To enhance the relationship between you and your customers, you need to brainstorm for ways to add value to products and services that you offer.
If you are in the consulting business, you can consider offering some go green or energy saving tips for free. A retailer can offer home delivery or follow up after a sale is made. Most business owners don’t realize that good customer service is actually a great way to add value.
These are only but a few tips in marketing a new product with great competitions. I hope these tips will help your business grow. We at poise media Nigeria can help you bring your product into the market in an outstanding manner that will meet up with the competition in the society. Also if u have tried all this and you still need more help in meeting up with the competition in the market, please do not hesitate to contact us on email@example.com.
PoiseMedia Communications Ltd
Some business problems are harder to fix than others. But very few problems can be as frustrating and difficult to address as an unhappy customer. Because here in Nigeria, and just like everywhere else in the world, one unhappy and dissatisfied customer can result in many more losses for your business –remember the ‘one happy customer produces a hundred more patronage’ rule?
Addressing this issue could be a bit difficult, and that’s because there’s no single way to “fix” a broken customer relationship. Every situation — and every customer — is different. And the success of your business largely depends on your ability to listen, adapt, evolve, and rise to the challenge.
Yet there are important techniques that every small business (and even larger corporations) can use to win back unhappy or dissatisfied customers. Put these methods to work, and you’ll have the tools you need to turn even the most ardent critic into a loyal — and vocal — repeat customer. In today’s business climate, this could make the difference between success and failure for any small business.
1. Find Out What’s Wrong
This seems obvious, but many business owners and their employees neglect to ask one vitally important question: “What happened?”
It’s not necessary to open with an apology, mostly because you won’t know what you’re sorry for, and those apologies often come across as insincere anyway. Instead, open a dialogue with the customer, listen to what they’re saying, and get the information you need to offer a solution. That way, you find that you are relating on the same level with the customer, and will probably get the person to open up to you more.
2. Get to the Bottom of the Problem
Once you discover why your customer is unhappy, it’s time to assess who, or what, is to blame for the problem. If a miscommunication occurred, for example, you’ll want to acknowledge that you or one of your employees could have done a better job of articulating a specific policy.
You may know — or think you know — exactly what went wrong. Yet it’s also important to ask the customer how they see the problem. They’ll give you a different point of view, and in the process they might show you how to come up with a better solution. You’ll also open a dialogue with the customer that shows how much you value and appreciate their input.
3. Refer New Business to the Customer
If you did blow it with a customer, few things say you’re indeed sorry about the past error like sending business to their door. Referring one of your own clients, old or new, to a customer (if he has his own line of business) demonstrates that you have that customer’s best interests at heart. It’s also a subtle way of suggesting that it’s possible to move on and build a new business relationship.
4. Regulate Your Language (and Your Tone)
If you want to convince someone to give you a second chance, use language that not only persuades but also enhances your trustworthiness and real concern.
Most people, especially disgruntled ones, can spot insincerity a mile away. That’s why it’s important to make sure that the sincerity in your voice and body language matches the sincerity of your words.
This isn’t always easy to do, especially if you’re in a situation where emotions are running high. If you had a customer come in to complain about a bad product or he comes to complains of a bad service experience, then it is expected that they will vent their displeasure in any way possible, including shouting at you and/or your staff. Just remember that staying calm and being patient doesn’t only calm the customer, it also calms you and helps you focus on finding a productive solution to the problem at hand.
5. Offer a Specific Plan of Action
Once you’ve made it clear that you understand what went wrong and why the customer is unhappy, offer a specific strategy to make things right. A good example of a company that does this is PoiseMedia Communications Ltd. Here at PoiseMedia, we do our best to go the extra mile to satisfy our clients and give them the best, and where we fall short, we give them a detailed, step-by-step strategy to right the wrong and make things better.
Vague assurances are exactly that: vague; in other words, not clearly defined. You’re far more likely to win over an upset customer if you present them with specific solutions to the problem.
6. Offer an Incentive
Once you’ve offered a solution to the problem, sweeten the deal with a price break or some other special incentive. The “incentive” doesn’t even have to involve your own products or services; a practical gift item, for example, is another option to consider.
The idea here isn’t just to win back the customer’s business. You’re also fighting to win back their affection, loyalty, and trust, and a genuinely kind gesture can soften even the most hardened customer.
7. Empower Your Team
If you want to solve customer service issues, you’ve got to give your employees the power to fix problems and make things right. That’s especially true when it comes to dealing with unhappy customers.
If you’re the only one who can make the big decision to, say, give a customer some kind of break, you’re sabotaging your own customer service efforts. Your employees are often the first people to deal with an unhappy customer, and if they can’t address the issue on the spot using their own best judgment, your business might not get another chance.
8. Launch a “Win Back Customers” Campaign
Assemble your fabulous sales team and create a campaign just for previous customers, particularly ones who left disgruntled or otherwise unhappy. Conduct the campaign via social media and in print to make sure you reach everyone. Tell customers you miss them and want to do something — whatever it takes — to get them back.
The deals you present could involve price breaks, special incentives, product guarantees, or offers tailored specifically to address ex-customers’ concerns. Whatever you do, make sure you also offer incentives to your sales team, since they’ll be doing the heavy lifting on this effort.
9. Work Through the Customer’s Anger
At first, an unhappy customer who hears, “What would you like us to do?” or “How can we make the situation right?” might not actually pay attention. They may be so accustomed to being ignored that they won’t notice that you’re working hard to engage him and find a solution.
But be persistent. If a customer requests something that is truly beyond your abilities, gently negotiate toward a middle point. Most customers will appreciate the effort, even if it takes them a few minutes to get over their initial anger — and fear of rejection.
10. Seal the Deal
Once you win back that unhappy customer, do your best to keep them. Start out at once by expressing your appreciation, and never stop. Remind yourself from time to time why your customer became disgruntled in the first place. The last thing you want is to have to woo back an unhappy customer a second time!
As you well know by now, the lifeblood of any business is the patronage it enjoys from its customers, and if there is little or no patronage, then there is no business. So, it is expected that at this point, you are familiar with the importance of retaining your customers, past and current, and I hope this piece has done its bit to enrich your knowledge on how to win back those lost, unhappy customers. And if after all these, you still need more help, please contact us either by phone or by e-mail. Our contact is on the lower side of this website. Good luck in getting back your clients!
Business Development Manager,
PoiseMedia Communications Ltd.
• Begin by creating a marketing calendar for the next 12 months. Write down major holidays like Valentine’s Day, Easter, Eid-el Kabir, Christmas and seasonal lifestyle events like back-to-school and football season. Use this template to gather ideas that best fit your industry and business. Be like Coca-Cola, fit your business into every season. Coca-Cola runs promotions in all of the aforementioned seasons and even create more seasons for themselves! Guinness Nigeria runs its biggest promos during football seasons, and Bournvita for Back-to School and Sallah promos.
• Once you’ve keyed in on the seasonal promotions that make sense for your business and fit your budget, the real planning begins. Who do you want to reach? Current customers? New customers? Both? Determine the best way to reach the intended audience, including email blasts, business cards, publicity, advertising and in-store signage. The marketing mix is important, especially for small businesses, so do your research on how long design and printing will take, how you’ll acquire mailing lists, and all the costs involved therein.
• Although the big holidays like Christmas and New Year will be part of your seasonal marketing strategy, try to find at least one less-hyped holiday around which to create a campaign. Doing this effectively will make your business stand out and give you more patronage for your marketing expenses. For example, a company like May & Baker can host a May & Baker raffle day, in which the winner gets a row or carton of Mimee Noodles and other free Prizes for a period of time. These types of promotions are also a great way to increase your direct and email lists, as long as entrants know how their information will be used.
• Give discounted promotions, Buy-One-Get-One-Free offers or let the old stock go in the seasons you choose for your clearance sales, just so your customers can feel special and appreciated, but please be sure to run these promos when you can afford to, so that you don’t run yourself into debt.
• Your messaging can not stay the same for every season. Change your messaging to reflect not only the seasonality but urgency as well. For example use buzz words like “Christmas Savings”, “Summer Specials”, “Valentine Promos”, “Easter Bonuses” etc.
• If your business has various prospective sales seasons throughout the year, try to separate and establish an effective promotional and marketing campaign that you can run with it throughout the year with variations to fit the different busy seasons. But bear in mind that during your nonpeak season, unless you are closed, you should endeavour to keep your brand in front of your target audience. Save money by having fewer advertisements and less promotional activity, but continue to promote brand recognition so that you will draw instant attention to the seasonal marketing plan once you launch it.
The importance and effectiveness of BRT Bus Branding and Advertising cannot be undermined in Nigeria, especially Lagos Metropolis, and that is why I am revisiting this topic to talk about it again. You ask: what is unique about the BRT Bus Branding that merits it for a review? I answer: its uniqueness lies in the fact that it goes out to meet its customers as against its Unipole, Walldrapes, Light-boxes and Bus Shelter counterparts that are stationed in one place.
Bus branding is a cost effective way to turn the promotional bus into a professional and high impact, mobile advertisement. Wherever the bus travels you’ll be building the brand or promoting the campaign. It also provides you and your business with a moving advertisement at very affordable prices. It is therefore safe to say that Bus Branding is an intelligent advertising investment.
These buses are branded on both sides, and even the rear is available for branding, making other motorists and people around see the message that you are passing across. Inside the buses are three (3) panels (3sqm each) located at the top of the staircase, so passengers cannot but see the messages anytime they board or alight from the bus. Also there is a 20sqm panel above the seats inside the bus which runs the advertiser’s message over and over, so that the passengers have no choice but to keep re-reading the messages, and this goes a long way in storing it up in their memories!
Bus Branding has some great advantages, and they are:
• When compared with other means, it is relatively cheaper as it has a much wider reach than other mediums.
• This medium constantly works for you and creates more awareness of your brand day and night.
• It carries your message where it matters most, and this is why it is imperative for advertisers to choose routes that suits their target customers.
• It provides total market penetration. The advert reaches a heterogeneous class of people at the same time.
• It offers high visibility and constant repetition translating to a greater impact. The advert messages are big and clear, and when people see them long enough, the messages stick.
• This medium builds products/services awareness within days, and this saves some extra cash that would have been spent on further campaigns.
I hope this piece is educative and informative enough to enlighten you on the loaded benefits you can get from Bus Branding. Also more recently, PoiseMedia Communications Limited acquired the Bus Branding license and we have 100 buses available for branding, and at every point any one of our staff is available to offer more information on any of our packages; for expert advice of what combination of medium will best suit your brand/budget; and to escort you to any of our available sites. Our contact is on the lower side of this website. Good luck in running your Bus Branding campaign.
Business Development Manager,
PoiseMedia Communications Ltd.
Customer service is critical to all businesses, but more importantly to small businesses, especially here in Nigeria where courtesy and good manners are imbibed as a culture. Good customer service can be the difference between being able to compete with other businesses in the Nigerian market and survive, and failing. So I’m continually amazed at how many small business owners take a “wing and a prayer” (In poor condition, but just managing to get the job done) approach to good customer service in their business; they hire what they think are good people and just assume that they’ll do the right things – often without even bothering to do any customer service training.
Good customer service is the lifeblood of any business. You can offer promotions and slash prices to bring in as many new customers as you want, but unless you can get some of those customers to come back, your business won’t be profitable for long. And always remember that once a customer has lost faith in your service, it is very difficult to restore.
Good customer service is all about bringing customers back. And about sending them on their way happy – happy enough to pass positive feedback about your business along to others, who may then try the product or service you offer for themselves and in their turn become repeat customers. If you’re a good salesperson, you can sell anything to anyone once. But it will be your approach to customer service that determines whether or not you’ll ever be able to sell that person anything else.
The essence of good customer service is forming a relationship with customers – a relationship that that individual customer feels that he would like to pursue. How do you go about forming such a relationship? By remembering the one true secret of good customer service and acting accordingly; “You will be judged by what you do, not what you say.”
This customer service guide is designed to take a more systematic approach to good customer service. It will teach you what good customer service is and give you tools to assess and improve customer service in your small business. If you truly want to have good customer service, all you have to do is ensure that your business consistently does these things:
• Be friendly and polite in your dealings with customers. Ensure they feel valued by your business and that their complaints or views are genuinely taken into consideration. In a telephone call, give customers a chance to air their grievances rather than talking over them. Courtesy costs nothing and will go a long way to building up a sound and long-term relationship with customers.
• Realize that your employees will treat your customer the way you treat them. It may interest you to know that we are all receptive beings and only give back what we receive. Employees take their cue from management. Do you greet your employees enthusiastically each day; are you polite in your dealings with them; do you try to accommodate their requests; do you listen to them when they speak? Consistent rude customer service is a reflection not as much on the employee as on management.
• Know everything there is to know. Dealing with customer enquiries requires knowledge of the business, the products and services, the prices, the terms and conditions, the guarantee terms, promotions and so on. It is imperative that those actually answering the enquiries from customers know about every aspect of the company and the product/service range otherwise they will look unprofessional and ill-informed.
• Make your products and services better. Use your customer service to help you to refine and improve your service or product. When customers regularly call to ask questions about the way a certain product should be assembled, for example, you should take this as a signal that the instructions are not adequately detailed or clear for all of your customers. This gives you the opportunity to provide better instructions next time, improving the customer experience as you go along and reducing the number of calls you receive on that particular aspect of the service.
• Be honest. A very golden rule is not to make promises to customers unless you know you can deliver those promises. Often customers come through to customer service whenever they have already encountered problems with your product or service. To promise to remedy the situation and then fail to do so will leave customers angry and dissatisfied. If you can’t solve the problem immediately, say so. Customers will tend to be more forgiving if you level with them.
• Never Lose Your Cool. There’s no point in getting into a heated argument with your customers where it can be avoided. Never lose your temper and always concentrate getting quick solution rather than focus on the root of the problem. Sometimes you may need to back down in a negotiation to retain the loyalty of your customers even when you know they are in the wrong.
• Don’t confuse your customers. Don’t use jargon or long words to throw your customers off balance. You will know more about the product than they do and you should seek to simplify and explain what’s happening in plain, clear language. If the customer feels he is being patronised or talked down to he will feel silly and will not likely buy from you in the future.
• Understand the specifics of a complaint. Try to structure calls from customers as best you can. Customers will often call with a grievance and they should be allowed to air it in the first instance. Once this is done, an experienced customer service representative with take the opportunity to seize control of the direction of the conversation. You should break the problem down into specific points and summarise these back to the caller to clarify the exact nature of the complaint and to show that you are aware of what the problems are.
• Go through the points one by one and offer resolutions there and then. Be clear about the actions: what the caller needs to do and what you have promised to do. Make sure the caller can get back to you if necessary or, if they get through to someone else, that that individual will be aware of the nature of the original call.
• Never discuss customers in front of other customers. It gives a low opinion about you and leaves them wondering what you’re saying about them once they leave.
• Smile when greeting a customer in person and on the phone (and yes, they can tell if you are smiling over the telephone!). A company with great customer service is Guaranty Trust Bank. Many of their branches have very good and level-headed staffs that are always on their toes to help each customer that walks in. I know this because I’ve experienced their remarkable customer service severally.
• Greet your customers when they walk in through the door, phone or e-mail you. Be sure to start every conversation by greeting either on the phone, physically or when you send them messages. Here at Poisemedia, we make it a point of duty to let our clients and prospects know that their well-being is as important as their patronage to us.
• Want to know what your customers think of your company? Ask them! Keep a suggestion box or print a questionnaire to enable you know how well you are serving your customers and where you should improve on.
I hope these tips will benefit your business constructively, as it is my wish to get positive testimonies of this from you. However, if you need more advice giving your customers the best business experiences here in Nigeria, please don’t hesitate to mail me. And if you have tried all these and you still need more help in getting customers, please contact me to plan your advertising campaign. My contact is on the lower side of this website. Good luck in treating your customers as the royalty that they are!
Business Development Manager
PoiseMedia Communications Ltd
One mistake that small business owners in Nigeria usually make is saying “whatever is left over, we’ll use for advertising”, assuming they have such plans to advertise at all. Advertising is an investment, not an expense. Although it may seem like an expense when you have to count up the Naira notes to pay, but, trust me, it is not and will be exceedingly useful to your business in the long run.
Before we go into our tips, let us look at some basic strategies of successful advertising that you can apply:
1) In order to be successful, your advertising must provide a consumer benefit or solve a problem. In other words, your advert must present your product in a way that creates a need for the product. A wonderful example to note here is Dettol advert. Dettol soaps and disinfectants are advertised in a manner that alerts the consumers of the presence of dirt and germs everywhere and that a constant use of Dettol soaps and disinfectants will clear the germs and protect the household from any infections.
2) That benefit or solution must be wanted by the consumer. The need your advert creates in the mind of the consumer must be something they can relate to. As discussed above, everyone in Nigeria knows that germs will cause sicknesses which will lead to hospitals, so a cheaper alternative is to use antiseptic solutions that have promised protection against germs, and in this case, Dettol.
3) The product or service you are offering must be tied directly to that benefit or solution. Your product must be able to address the need that you have created in the minds of the consumers. Nigerians are very skeptical consumers; our word-of-mouth testimonies can either make or break the success of a product. So regardless of how much money you have spent on adverts, if your product or service does not deliver the promises made in the adverts, you may not make a headway in your business as far as the Nigerian market is concerned.
4) The benefit or solution must be distinctly communicated through medial advertising. In other words, be clear, do not add too much glitz and make sure the message isn’t lost in the advert. In Nigeria, we don’t have a flair for long or over-glamorous adverts. Don’t use too many big words to describe what a simpler word could have said. Avoid too much drama. The golden rule: Keep It Simple.
Now that you are familiar with what it takes for your advertisement to make a meaningful impact, let me run you through the tips that can make your business grow and ease your pockets at the same time:
1) The first thing you should be aware of is the fact that in Nigeria, nothing helps you sell faster than good customer service. Even if your clientele is low at the moment, why not take the very best care of them and offer them services fit for royalty? You’d be surprised at how fast word will travel about your good customer service, and before you know it, your clientele grows! It sure works like magic because one satisfied customer will inform ten about your business, and ten satisfied customers will of course spread the word further than you can imagine.
2) Who are your very best customers? Aim your adverts to talk directly to people like them. A good example of a brand that does this is Indomie Noodles. Because the largest consumers of their products are Nigerian kids, their adverts are usually packaged in a way that appeals to kids, and most times, takes a while to be forgotten.
3) Small businesses can seldom afford saturation advertising. You must be selective in the media that reaches your customers. Consult your advert agencies and make them show you exactly how their media reaches your target audience.
4) Exploit the media you use to the fullest. If your message is verbal, you don’t need TV. Use radios, handbills, fliers and even complimentary cards to the fullest.
5) Some national chains like Nestle Foods, De United foods, Coca-Cola and a host of others provide outdoor signs for small and medium businesses around the country. You could also create indoor signs that you write on with special markers to advertise your special offers.
6) Try finding out from your suppliers what you can get by way of point-of-sale materials, e.g posters, handouts, etc. Some companies like Nestle, CWAY, MTN, Airtel and a host of others use this medium to promote small businesses in Nigeria. If you find a poster outside a store that says “Thirsty? Quench that thirst…Coca-cola sold here”, it gives you an idea that Coke is sold in the store. Some have excellent display racks that you can use e.g Dettol, Always, etc.
7) Can you sponsor or partner with events? Take your time to scout and study events that can fit into your budget. Sponsoring events or programs that enjoy radio, TV or press coverage is also a good way of advertising your products without spending too much on either medium. Even if you cannot compete with the big shots like Skye Bank that sponsors Celebrity Takes Two, or Malta Guinness that sponsors the Malta Guinness Street Dance, you could partner with events like Dynamic Awards, This Day Awards, or even Easter or Christmas Children Funfairs. Your name may not be prominently displayed but in most cases the positive exposure will bring in more customers.
8) Also reduce the size of your advertisement or length of your radio spots. A 60 second spot is obviously twice as much as a 30 second spot but you won’t get twice as many customers for a 60 over a 30. Going with small adverts or shorter spots in our radio stations will allow you to do more adverts which normally interest more customers and will bring them to your doorstep.
9) Always give the customer more than you promised and more than they expected. Be careful not to over-promise and under-deliver. Because we have the ‘jara’ (extra) culture in Nigeria, go the extra-mile to put that little ‘something’ that will get you the needed loyalty from your customers. Maybe this last tip is the one you really need.
I hope these tips will help your business grow, although not all may be relevant to your particular situation. If you need more advice on your low budget adverts in Nigeria, please don’t hesitate to mail me. And if you have tried all these and you still need more help in getting customers, please contact me to plan your advertising campaign. My contact is on the lower side of this website. Good luck in running your low budget adverts.
Adekoya Oluwatomisin – PoiseMedia Communications Ltd
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