Issues in Target Marketing
Raheem Akingbolu took part in the interactive/practice training programme organised by NSL Lotteries Management Company (NSL LMC) at Oceanview Restaurant, Victoria Island, Lagos. In this report, he examines the various strategies put in place by the company and tries to predict the subsequent reactions of the prospective clients.
The purpose of the gathering was clear: to emphasize the founding objectives of NSL Lotteries Management Company. What was likely to occupy the mind of Mr. Rick Wagner, the company's Chief Executive Officer as he stood up to give his keynote address could be summed up thus: 'how can you plan the future of a firm except in terms of the market it serves or plans to serve?'. Having known enough what he wanted to do, why he wanted to do it and how he planned to do it, he quickly set the ball rolling. Of course, he personally directed the programme and so didn't leave anything to chance. He started by showcasing first and foremost after observing necessary protocols, the potentials of the company which is Nigeria's first and biggest Online lottery game, Lotto Nigeria. The mutual success of the partnership from the entire Lotto Nigeria sales that is currently going on depends solely on an understanding of what is expected of the partners, the CEO said. The company realized that much of all this is new to the members of the public, therefore it requires that nothing be spared. Maybe that is why in its in-house newsletter made available to journalists, he carefully spelt out under relevant topics the operations of NSL LMC. This also corroborates the theme of Mr. Wagner's keynote address. Participants were taking through various opportunities enshrined in the partnership with Lotto Nigeria. The company is said to be a partner with Nigeria to boost economic development in the country. Besides, it will encourage sport development and create a new Nigeria that will parade thousands of J.J. Okochas and Mary Onyalis. Among those things highlighted by the company as the keys to delivering its services without much hitches are availability of experienced and professional members of staff, 30-year National Licence, effective Technical Partners-Tattersall's and EssNet (TattsNet), secure and reliable technology infrastucture, global historical success of the Lotto game and accessible as well as professional detail network.
Terminal Demonstration:
A major reason for the forum was to give the participants opportunity to have a first-hand training on how the lotto game is played.
Here, everybody was implored to get set and see if a lucky winner of N10 million jackpot could emerge from the gathering. Trust man's unbriddled quest for wealth accumulation, within a twinkle of an eye, all heads bowed and pen started dancing as everybody started ticking the required six boxes on what looked like coupon sheets given to would-be winners. An expert from NSL LMC shouldered the responsibility of putting people through. An invalid receipt was processed within seconds and drums rolled.The winner? Your guess is as good as mine.
Correcting The Wrong Notions:
Before his recognition during the question time, a born-again Christian colleague who sat beside me gently asked: Is this not gambling in disguise?" I had not concluded my response when he was recognized. He put the question straight to the organizers. The management must have anticipated that such questions would roll in, so they marshalled their points in a way that it will clear people's mind from such wrong notions and mixed feelings regarding lotto game. This gave them opportunity to reposition their service and explain further on the gain therein, the employment creation it offers, and benefits to the government.
How Can We All Be Winners?
This is a question asked in response to Mr. Wagner's submission that at the end of the partnership with their retailers, everybody must have become a winner. 'In that case, it is no more lottery', a trainee observed. In response, a staff of the company, Dike Dimiri who is in charge of Strategy and Research Management said since the proceeds are used for provision of essential services to people, then it has given to everybody a smile from the partnership.
The Motive, The Gains:
If anything, NSL LMC has strategically positioned the company for good target marketing, and this has always been a sound strategy that works very well for the firm that is fully comfortable with it�s own competence in specific skills. Now that a profile of Lotto Nigeria ideal clients has been drawn, it will surely promote patronage.
One other unique technique adopted is in line with the advice of Bruce W. Marcus, a pioneer in the field of marketing that press should not be invited unless there is a clear feeling that material that will be discussed is newsworthy or of interest to the public. The company however found its services newsworthy and has decided to blow the trumpet loud enough to win more retailers for partnership in due course.
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