Brand N' Stars: A Novel Form of Brand Marketing
By Patrick Ugeh
You've never had it so good! That is the pledge of Data Corp, whose special package, Brands 'N Stars Parade, promises to rock the Trade Fair Complex, Lagos/Badagry Expressway, Lagos, during the 2004 Lagos International Trade Fair scheduled for November 5 - 14.
Is this just an empty boast? Not when you see the formidable array of activities lined up by Data Corp to thrill the audience and provide its unique form of brand marketing.
"This is a novel idea borne out of the need to revolutionise the face of the annual trade exhibition, having followed the event with keen interest for upward of eight years," says Fidel Ndubisi, Managing Director/chief executive of Data Corp Limited. "It is an assemblage of top and upcoming local artistes alongside top brands in different sectors, hence the tag 'Brands n' Stars'. It is not a gate taking concert; rather, it is based on sponsorship, since sponsors' products will be used as entry ticket."
Starting from 8am -8pm daily, it will feature:
10 Popular musicians
20 upcoming artistes
10 Stand-up Comedians
A 'Winner Take All' Karaoke competition for Ladies
Acrobatic and Makossa dances
A lottery with a Kia Rio saloon car as the 1st prize.
"We have also acquired one of the most modern concert stages with provisions for lifesize backdrops, various types of product display counters plus high end concert equipment," says Ndubisi, "digital and laser lighting and 2500 square metre space for the event. We are also planning to put in place a massive security infrastructure both within and outside the fair stretching from the Trade fair complex up to Mile 2 every evening from 6pm-6am."
Now the icing on the cake: The following artistes have been lined up to perform while discussions have been commenced with some of them:
Daddy Showkey, Tony Tetuila, Tony OneWeek, Idris AbdulKareem, Sonny Nneji, Styl-Plus, Mad Melon and Mountain Black of "Danfo Driver" fame, Blackky, African China, Black Face, Azadus, Jazzman Olofin, Daddy Fresh, 2face, Zaaki Adzay, Klint, Marvelous Benji, Pastor Goody Goody and Daddy Fresh.
Apart from the foregoing musicians, a number of high ranking comedians are also to take their turns on the stand, according to Fidel. They are: Julius Agwu, Basket Mouth, Tee A, Holy Mallam, Basorge Tariah, and Gandoki.
The concert will be free for all those who have paid the normal gate fee to enter the trade fair. The concert section is the only place that is insured and has conveniences such as toilets and bathrooms. This is in addition to the fact that Data Corp intends to build a police post and medical centre there.
Strategy to Increase traffic
Heavy media campaign.
Without the planned concert, an estimated 50,000 people visited the fair in 2003 to shop and look around. This year, the organisers plan to advertise heavily to draw more people who will be interested in watching the shows. Radio, billboards, press and TV advertising will be used to sell the concert, says Ndubisi.
Banners, handbills and posters will be used as a "street-level strategy to reach inner city neighbourhoods and attract them to watch their favourite artistes. Since most of the artists are AJ boys, we will focus on ensuring that our publicity campaign hits that area and other such high density neighbourhoods.
Pre-event roadshows.
The organisers plan to carry out a one week street-level road show with some of the musicians to promote the fair. These road shows will be done with loud music and dancing along major streets. They will also ensure that sponsors are showcased in these road shows which will cover 15 high density areas.
These are Ikorodu Road down to Mile 12, Third Mainland - Eko Bridge, Victoria Island, Ikoyi, Agege Motor Road, Apapa area, Ajegunle, Mushin, Surulere, Badagry Expressway down to Agbara, Mobolaji Bank Anthony Way to Ikeja, Oba Akran Way, Ogba, Festac, Alaba International market, and others.
Target Audience
10,000 traders at the new Balogun International market.
10,000 traders at the ASPAMDA spare parts market.
10,000 traders at the Alaba International Market.
5,000 school children from primary and secondary schools in Lagos.
Over 8,000 students from tertiary institutions who work as sales people at the fairs.
1,000 bankers and other staff of blue chip firms who will come to market their services.
10,000 fans from high density neighbourhoods that will come to watch their popular artistes and musicians perform daily at the fair.
Over 25,000 traders at the Coker Market, Idumota and Balogun markets in Lagos.
10,000 parents who will be dragged to the fair by the children through their pestering.
5,000 artisans who ply their trade at the fairs.
The press.
Talented people who wish to be discovered at the fair.
Benefits to sponsors brand
Exposure of brand to an estimated 1,000,000 eyes that will come into the fair ground to watch the shows.
Free publicity from all the media teams that will cover the show (press, TV and radio stations).
Increased product sales
Improved halo effect and product endorsement.
There will also be other benefits, according to Data Corp, such as increases in sales, consumption, consumer loyalty, brand visibility, distribution, availability, and trade support.
Why product was initiated
One of the reasons, says Ndubisi, is that most companies complained of inability to realise expected sales to justify their participation. With this concert, Data Corp intends to assist the participating companies to increase sales by using their products as entry tickets.
Because of the commotion and security lapses at previous fairs, the promoters of Brands N' Stars also plan to improve on the security processes in the fair. They have hired a retired Navy Captain to ensure that activities of hoodlums a.k.a. "Area boys" are brought to a minimum.
Further, the company has been given approval by the LCCI to manage the security operations of the fair. To attain optimum success, it plans to use a task force to make life better at the fair.
Just who are Data Corp?
"We are a direct marketing communications company," says Ndubisi. "Our core business is to promote our clients' products and services. We achieve this by creating outdoor promotional activities that attract our target consumers; carry out road shows and product launches, market storm campaigns and below-the-line activities that bring us in direct contact with target market.
"We also execute one-to- one selling to generate sampling/trial purchase and conduct product placements directly in the identified retail outlets to enhance availability."
According to him, the company has:
Innovative and entertaining outdoor event management and promotional campaigns.
Ability to design and develop winning promotional and marketing concepts.
Capabilities to simultaneously place, sell and promote products at both market and street level.
Competent and skilled research and events management team that handles both the market development and events marketing operations.
Very sophisticated musical systems, audio and equipment that assist in outdoor performance at high decibels.
Innovatively designed vehicles and motorised concert stages for conducting mobile and stationary promotional activities. It also assists in moving staff and concepts over target promotional areas.
Why Concert?
Part of their business activities involves taking the various brands they manage to trade fairs where both the sales and promotional activities are handled. "We have done this for over eight years with compan-ies like Novartis (Ovaltine), Heinz Foods, Castle Beer (SAB Miller) First Atlantic Bank (Flash me Cash) Johnson & Johnson, Mobitel Telecom, Panabiz, Dangote Group, UNICEF etc.," Ndubisi tells you. "We have also managed the US Embassy 'Eat n' drink American' pavilion at the 2001 edition of the Lagos, Enugu, and Kaduna Trade Fairs."
He said their pavilions at these international exhibitions have won various awards such as: best Exhibitor Award (Ovaltine 2000); Most Entertaining Pavilion (USpavilion at Kaduna 2001) Most Creative Pavilion (Enugu, Lions Brand, 2001), Most crowd-pulling stand (Ovaltine 2002) Best Beverage Exhibitor (Kaduna 2003) etc.
"We have maintained a reputation of creating the highest level of entertainment and excitement at trade fairs in the last four years," Ndubisi affirms.
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