When it comes to packaging great content, storytelling is all the rage. Stories have the power to move people to action, provided they are good, engaging and most of all, authentic.
Authenticity and emotion are vital touchpoints for creating an engaging story. All of us are moved by emotion so, “make me care” is an essential commandment for building a great story.
In Nigeria, we have seen a whole lot of adverts, especially on television, with some compelling potential audience to try out the new product. But the question here is, do these advertisements really interest the consumers? This question is needed because a good advert is supposed to tell the right story not depicting something else in visuals while leaving the consumers thinking and asking questions.
We all understand how telecommunication companies in Nigeria strive to stay afloat in business while they continue to compete with each other and as such, they continue to roll out millions of naira to shoot various advertisements just to sell their products but sometimes, they get it wrong like the Airtel Nigeria Know Your Size advertisement which has some celebrities in it.
The 2021 Airtel advert Know Your Size is meant to encourage its consumers to go for a data plan within their reach to avoid being stranded. Yes, everyone loves data because it keeps us online knowing that the world is a Global Village, but how has this particular advertisement convinced the customers?
The Know Your Size advert begins with viewers seeing some people at the gym, then Nollywood actors, Dele Odule and Lateef Adedimeji, walking in to make use of the equipment. Then they both approached the treadmill to make use of it with Dele Odule, making mistakes on his and after the whole gym drama, Dele settled down to consume few wraps of Eba and Egusi soup, with the voiceover educating the viewers to go for whatever data plan that suits them.
Know Your Size, is a good headline for an advert, but the delivery in my view didn’t conform with the dramas that played out at the gym because one’s understanding about the gym is to shed weight and not a place for food as depicted in the advert. Also, the story is about data plans, so the gym does not tell us what to do with data or how to use data neither does the iron at the gym make use of data.
I believe that the copywriters behind the Airtel Know Your Size advertisement campaign can do better on their scripts for better and smarter understanding than what we are currently seeing.
The leading global technology company, Zoho Corporation, has introduced five new apps designed to help businesses achieve seamless growth by increasing their productivity through cutting edge innovations.
A statement issued by the organisation on Wednesday said its Zoho One, which is the operating system for business, is now embedded with the five new apps, three new services and seven major platform enhancements.
With these additions, businesses now have the capability to solve disjointed data challenges and close communications gaps across silos in order to be more productive, adapt more quickly to remote and hybrid work models, and become poised for growth.
Since its release in 2017, over 40,000 organizations have chosen Zoho One as their operating system. In 2021, the platform witnessed a 60 per cent year-on-year customer growth with the average number of apps used by businesses rising to 21. It is the top-selling product for Zoho in Nigeria.
“The experience that employees, customers, partners, and suppliers get when dealing with businesses is typically a reflection of how that business and its systems are structured internally.
“Today, the majority of systems are disconnected as a result of siloed solutions offered by vendors,” the President MEA, Zoho Corp, Mr Hyther Nizam, stated.
“Unification of a business requires the unification of the underlying systems, which can then provide a truly unified experience, internally and externally, along with unified insights.
“Zoho One was created with this vision and keeps expanding its unbeatable value with new additions and improvements year over year,” Mr Nizam added.
Business Post gathered that the new apps in Zoho One include the Zoho Learn for interactive training programmes and assessments with Zoho’s course builder; Zoho Lens to facilitate better communication and collaboration in a remote-work environment; TeamInbox to eliminate task duplication and streamline email conversations in one central location; Zoho DataPrep to assist companies integrate, model, cleanse, transform, enrich, and catalogue data; and the Zoho Commerce, which allows retailers to easily build online shops with the tools needed to construct a website, accept orders, track inventory, process payments, manage shipping, market their brand, and analyse data.
The major enhancements are embedded and conversational BI; enterprise search; unified console, dashboards, and smart-stack UI; customizable dashboard with pre-built widgets; and integration with telephony providers.
The three new services included in Zoho One are work graph; organisation dictionary; and Mobile Application Management (MAM), which enables admins to easily add and manage all of their users’ devices for better insight and control of provisioning, specific app permissions and policies, locking and wiping devices remotely, and more, to support employee mobility and flexibility.
The Advertisers Association of Nigeria (ADVAN) has rejected the implementation of the new code of conduct titled Advertising Industry Standard of Practice (AISOP) introduced by the Advertising Practitioners Council of Nigeria (APCON).
According to the association, the provisions of the framework “make an unconstitutional attempt to infringe on the rights of private entities to determine their contractual terms.”
Business Post reports that earlier, APCON had released this document as part of efforts to sanitise the integrated marketing communication space given that the industry had operated without a code of conduct.
Reacting to this in a statement signed by ADVAN’s Acting President, Mrs Bunmi Adeniba, the association noted that it was excited to be a part of any initiative that would bring about the development of industry best practices that will facilitate business growth.
It, however, maintained that “the current AISOP does not serve the collective interest, but rather permits unfair authority of certain parties over others and creates an unfriendly business framework.”
The body countered the details of the document in section 5 subsection b (Discounts and Commissions) where it states that “no party will unilaterally dictate or impose rates on another party except as may be mutually agreed by upon by the parties.”
“However in the summary submitted to the press, there is a clause that states ‘Media rates may be increased at any time provided that at least 30 days’ notice is given prior to implementation’. Latter of which was not included on original documents, further portraying an inconsistency in expectation.”
To this end, ADVAN disclosed, “(we have) sent in a clear representation of expectation. ADVAN is on standby for the acknowledgement of this position and further engagement on a standard of practice framework that is in the mutual interest of all.”
Sales are a determinant of whether a business would survive or not. The lifeblood of every business is embedded in the day-to-day activities that can generate consistent cash flow.
Some organizations get caught up in trying to do many things are at a time which makes their progression towards activities that contribute to their downline flawed and is visible in the finances of the organizations.
Organizations are not necessarily alarmed until there is a sharp drop in revenue; however, a sharp drop in revenue is only an indication of many other factors beyond what has been observed. This revenue drop is a symptom that some core activities are ailing such as staff retention, customer service, lack of repeat sales, poor product management, unclear definitions of the target market, lack of promotional.
If the sale is consistent, a business can survive the most difficult phases as cash flow is directly linked to the overall activities.
The most important question to ask then is “how can more sales be made”? Without asking this question, the business risks every other form of major distraction.
The 360 degrees Marketing Techniques
The 360 degrees marketing techniques are sometimes called Integrated Marketing Communications (IMC). These techniques are a mix of several activities that organizations are engaged in to increase awareness about a product or service.
The perception of visibility by a customer over a long period of time consistently makes a brand become a sort of inevitable to a customer whenever they need to make a purchasing decision as the brand is the first to come to mind due to the number of exposures they have had with the prospect and vice-versa.
Email is one of the easiest and fastest ways to reach a large audience and when properly deployed has the potential to create a consistent stream of customers, as it takes the form of a closed user group through the reception of newsletters by the customers and overtime a relationship is built through readership as the audience are regularly updated about eh activities of the organization or products and services.
Email Marketing also helps to create some form of targets as there are metrics that could show who reads a particular newsletter and how many times. Observing the behaviour of the readers and the type of content they are reading could initiate a purchase decision by offering a product that compliments what they read.
Blogging is similar to email marketing, but while email marketing is only sent to subscribers or users generated through a third party, blogging reaches out to all possible audiences that are online and serves as a tool to consistently inform customers about the product, services or activities of a business. Regular blogging should average up to 3-5 blog posts weekly to make conversions; this done over a period of 6 months is a guarantee for increased sales.
Granting Media Interviews
As much as the new media is emerging greatly, the traditional media still holds a sit in the preference of most audiences and the ability to use these tools such as television, radio and print media is key to reaching a lot of people. The conversations on these platforms create a direct connection with the listeners as it is visual and the ability to see the person being interviewed as they share industry-based experience makes them look to most audiences like thought leaders. This done over time would make such personality become a face and voice in their sector.
Search Engine Optimization (SEO)
Search Engine Optimization is arguably the first on the list of all techniques as it reduces the time, effort and energy to directly reach out to prospective customers. SEO guarantees that prospects can easily find an offer and make a purchase decision as it places a brand right where the audience is seeking answers. Sales are also made round the clock with no limitation of where the customer buys from.
Getting exposure as a Founder for your business is necessary to build a personal brand first, as this benefit extends to a business brand as trust can easily be built when people can interact with the owner of the business. A core part of business visibility is to ensure that a business owner continuously puts themselves out there as many times as possible, and this consistency over time is able to drastically build loyalty right from the onset and sales.
While there are many other techniques in addition to the ones mentioned, engaging in one or more of these activities has the potential to increase the revenue base of the business and reachability.
Emmanuel Otori has worked on the GEM Project of the World Bank, conducted training for entrepreneurs and professionals at the Abuja Enterprise Agency and has over 8 years of experience working with over 50 SMEs across Nigeria. He can be reached via https://www.linkedin.com/in/emmanuelotori/