A short Note to Brands Advertising on #BBNaija this Year
Dear Brands advertising on #BBNaija this year, yes just like Super Bowl, the show would give the desired brand awareness to an average of 350 Million viewers across Africa.
But Big Brother Naija won’t fix the remaining 3 Ps of Marketing for you, the first being 📍PROMOTION.
1. 📍PRODUCT: Ensure your product is market-ready & can serve millions of people at the same time. If it’s an App, fix all the bugs in it. If it's a commodity, ensure that it’s not a substandard product. Reminds me of a brand on the show some years ago advertising an online fashion store but most of their clothes were more like “okrika”. Also very important, ensure your product fits the target market.
2. 📍PLACE: I remember a brand that advertised on the show last year and most people fell in love with their first-of-its-kind Poundo Potatoe — including me, only to keep looking for it everywhere but couldn’t find it in any store or supermarket. It begs the question, why then are you advertising if you haven’t sorted your distribution?
3. 📍PRICE: This is as important as the others. Is your pricing competitive? Consumers won’t buy your product at a ridiculous price just because it’s on Big Brother. At least, offer incentives for a particular period on the show.
I learnt that the Category sponsorship of BBN costs about N750 million while product sponsorship costs N200 million. So why spend this huge amount of money without doing the minimum basic background work needed to help you achieve your marketing/advertising goals?
Are you a fan of the #BBN show? What else did I miss from a #Marketing POV?
