GiveAway as a Marketing Model.

The ratio of “comfortable earners” in Nigeria to “people trying to hang on” to “Poor” is crazy. To ignore these dynamics as you design a marketing campaign for your addressable market is to miss out on many things.

So, anytime I see “Giveaways” as a model, the next thing I begin to look out for is how they maximize the buzz or the ingenuity in communicating what the company stands for as part of the experience.

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This is particularly important because of the socio-economic dynamics of the Nigerian market. It is easy for people to see you for what you are not; that can get difficult to change when you need to pivot in the future.

If you are playing a number game without proper care for the quality of brand equity, that is fine too. But be clear so that your expectations match what you get and you do not begin to stress about a “More” that was not factored in, in the process.

Find a way to inject a proposition, value, experience, why in your goodies so that beyond the goodies, something sticks.

God will not allow you to just be a means to an end, cos the day another means show, that is the end.

*I should do an expanded article on this soon enough. I shared this as an email to my mailing list and felt that it could be useful as a short article too. Let me know what you think.