Friday, March 21, 2014

Nigerian Newspaper Penetration (Comparing Abuja, Kano, Lagos, Rivers)

Lots of people have mailed and called me, asking for newspaper circulation Nigeria. I know lots of people are confused as to which newspaper to advertise across the country, I always advice people that it depends on their target market and where they are located. That is why I have taken time today to write on the media statistics you should consider before placing Newspaper Ad in Nigerian Newspapers. These statistics are people’s opinion taken on the street. We are not claiming to be absolute with these figures. We hope you find this information useful.

If you ever have to place a Newspaper Ad in Nigeria, remember to contact us for their current rates, and the best price anyone can place the advert for you. Enjoy.

Punch..........................(Abuja 84%, Kano 51%, Lagos 80%, Rivers 70%)
Guardian.......................(Abuja 55%, Kano 46%, Lagos 66%, Rivers 71%)
TheSun.........................(Abuja 75%, Kano 42%, Lagos 43%, Rivers 58%)
Vanguard.......................(Abuja 49%, Kano 39%, Lagos 39%, Rivers 48%)
DailyTrust.....................(Abuja 74%, Kano 70%, Lagos 21%, Rivers 24%)
Thisday........................(Abuja 50%, Kano 28%, Lagos 30%, Rivers 46%)
Businessday....................(Abuja 6%, Kano 15%, Lagos 25%, Rivers 12%)
tribune........................(Abuja 36%, Kano 17%, Lagos 39%, Rivers 11%)
Thenation......................(Abuja 12%, Kano 26%, Lagos 38%, Rivers 29%)
Complete Sport.................(Abuja 16%, Kano 40%, Lagos 53%, Rivers 24%)
National Mirror.................(Abuja 4%, Kano 14%, Lagos 15%, Rivers 11%)
Daily Independence.............(Abuja 74%, Kano 70%, Lagos 21%, Rivers 24%)
PM News........................(Abuja 2%, Kano 3%, Lagos 49%, Rivers 4%)
Champion.......................(Abuja 11%, Kano 23%, Lagos 25%, Rivers 34%)
Soccerstar.....................(Abuja 8%, Kano 16%, Lagos 30%, Rivers 9%)
national Daily.................(Abuja 12%, Kano 32%, Lagos 22%, Rivers 22%)
New Nigeria.....................(Abuja 29%, Kano 34%, Lagos 9%, Rivers 5%)
Alaroye........................(Abuja 2%, Kano 2%, Lagos 44%, Rivers 1%)
Compass........................(Abuja 4%, Kano 10%, Lagos 33%, Rivers 3%)
Triump.........................(Abuja 7%, Kano 35%, Lagos 8%, Rivers 8%)
Life...........................(Abuja 5%, Kano 9%, Lagos 22%, Rivers 13%)
Monitor........................(Abuja 8%, Kano 6%, Lagos 10%, Rivers 22%)
Pioneer........................(Abuja 7%, Kano 5%, Lagos 9%, Rivers 3%)
Sporting Champion..............(Abuja 8%, Kano 10%, Lagos 7%, Rivers 12%)
Today's Sport..................(Abuja 5%, Kano 6%, Lagos 10%, Rivers 7%)
Business Times.................(Abuja 1%, Kano 14%, Lagos 13%, Rivers 10%)
SportingDay....................(Abuja 3%, Kano 9%, Lagos 9%, Rivers 10%)
The Standard...................(Abuja 3%, Kano 6%, Lagos 6%, Rivers 6%)
Chronicle......................(Abuja 6%, Kano 4%, Lagos 9%, Rivers 4%)
Financial Standard.............(Abuja 2%, Kano 12%, Lagos 10%, Rivers 7%)
The Comet......................(Abuja 2%, Kano 5%, Lagos 11%, Rivers 2%)
National Life..................(Abuja 1%, Kano 8%, Lagos 8%, Rivers 6%)
Niger Delta Standard...........(Abuja 4%, Kano 5%, Lagos 5%, Rivers 16%)
Soccer Fame....................(Abuja 5%, Kano 2%, Lagos 9%, Rivers 3%)
Sunset.........................(Abuja 11%, Kano 7%, Lagos 7%, Rivers 5%)
Bayelsa Tide...................(Abuja 1%, Kano 3%, Lagos 2%, Rivers 13%)
next...........................(Abuja 0%, Kano 0%, Lagos 0%, Rivers 0%)
Sportbay.......................(Abuja 2%, Kano 2%, Lagos 4%, Rivers 2%)
Stateman.......................(Abuja 5%, Kano 2%, Lagos 3%, Rivers 9%)
The tide.......................(Abuja 1%, Kano 2%, Lagos 3%, Rivers 16%)
The westerner...................(Abuja 0%, Kano 0%, Lagos 3%, Rivers 1%)
Red Parrot.....................(Abuja 1%, Kano 3%, Lagos 4%, Rivers 5%)

The Spectator..................(Abuja 0%, Kano 1%, Lagos 2%, Rivers 3%)

Thursday, February 20, 2014

The Importance of Building Brand Awareness in the Nigerian Market

Your brand is the identity of your business and your product. It lets you build strong product recognition and positive product association for your particular product without having to depend on the same generic terms as all your competitors. By itself, high brand awareness does not guarantee that the consumer will prefer one business over another, but without a distinct and well-known identity, your business won’t even be in the running.

In building brand awareness, you also increase your brand equity. A brand is a promise to the consumer that products released under that brand will live up to the specific set of consumer expectations which has been established by your marketing campaign. This product association gives the brand strong symbolic value. In turn, the emotional association makes it easier to raise consumer interest in your brand.

In fact, your brand is one of the primary intangible assets of the business. Its financial value can be measured directly by measuring the difference in price that a customer is willing to pay for the branded product over a generic equivalent, less the cost of marketing. Because a brand is so valuable, you may want to give your brand legal protection by turning it into a trademark.

With high brand awareness, an established brand name can be used as a platform to launch new, but related, products. By using the same brand name, you cut advertising costs, because the consumer already knows what to expect from these branded products. At the same time, these new brand extensions also increase and enhance existing brand awareness. However, any new products released under the original brand must conform to existing consumer expectations. For example, a low-cost version of a product should not be released under a brand name that promises elite products.

Another way to build on an established brand name without using the original brand name is to establish a family of brand names, either to take advantage of marketing niches or to establish a different, but related, brand for each product category. For example in the United States, Disney created the Touchstone brand to release movies which are of Disney-expected quality, but which are rated PG or higher. This kind of thing can only be done after the original brand has high brand awareness.

Just like your name, your brand goes places your product has not been yet. High brand awareness of a well-conceived brand can even ignore the language barrier. IBM is recognized everywhere, even in countries that don’t use the Latin alphabet. This is invaluable in opening up new markets.

If you tarnish a brand by breaking the implicit brand promise, high brand awareness will work against you. For decades, the Toyota brand was nearly synonymous with car safety. The recent Toyota recalls themselves did not damage that association in any major way. Recalling a car over safety concerns is still looking out for the safety interests of the consumer. However, the news that Toyota had been aware of the problem for at least a decade before the recall told the consumer that Toyota really did not care about their safety at all.

At Poise Media Nigeria, we are here to help you understand what the market is about, help you better understand who and what your audience are, presenting holistic view on how to create, design, develop and package advertising that appeals to your consumers through your Selling Point, so why don’t you send us an email at info@poisemedianigeria.com today and be the difference.

Saturday, January 4, 2014

Improving brand visibility through advertising and marketing in Nigeria (Lagos, Abuja, Portharcourt)

Your company may offer the greatest product in the world, but unless any consumers are aware of it, you may not make a single sale. One of your most important jobs as a business owner is to create brand awareness for your product. To ensure your product gets the best visibility possible, consider a wide variety of marketing strategies and options. Once you start making sales, ensure that the quality of your product doesn't drop, as word-of-mouth recommendations can promote your brand with no cost to you.

Step 1
Leverage the Web. Most homes and businesses in Lagos, Abuja and Portharcourt are online, and mobile phones commonly have Internet access. Promote awareness of your brand by developing a website. Hire a search engine optimization company or learn the process on your own to ensure that your website appears high in Web search results. Contact website owners in related industries to see if you can place ads on their websites.

Step 2
Create a social media presence. Social media sites such as Facebook and Twitter can be vital tools in developing brand awareness because they serve as forums where consumers discuss their lives, including their purchases and items they like. When a customer likes your product and tells people about it, she's doing free work to increase your brand awareness for you. The easier you can make it for people to provide a link to your company so others may follow, the more people will become aware of your brand.

Step 3
Advertise using traditional methods. While the use of print media may be declining in the face of electronic communications, many consumers still read newspapers and magazines. Depending on your product, the print media in Nigeria still attracts lot of qualitative people. You may be able to use the significance of print publications to your advantage by negotiating a good advertising rate. Create attention-grabbing advertisements that prominently display your product and explain its value. Contact local or even national publications and work with their advertising departments to insert your ads in the most prominent publications. In the Nigeria, the prominent news papers are Guardian, Punch, Thisday, Tribune, Vanguard, ETC. Select publications that appeal to your target customers. For example, if your product helps investors manage their stock portfolios, select financial publications such as BusinessDay or financial standard or advertise in the finance day in Guardian or Punch newspaper. PoiseMedia can help you advertise in all Nigerian newspaper and the best rate possible. Please contact us through the contact at the side of this blog.

Step 4
Sponsor public events. If you host or contribute to a charity event, such as a golf tournament, you can prominently display the name of your company or product to consumers with disposable income. In addition to the benefit of having your name or logo in front of these potential customers, your company and products may be seen in a favorable light for contributing to charity. Contact local charities you support to gauge their level of interest in your sponsorship. Suggest events such as milestone celebrations for long-running institutions or weekend family events that would generate buzz and publicity both for the organization and your product. Network with business leaders, local politicians and media sources to broaden the reach of your product.

Step 5
Display your product prominently in stores. There is no more fundamental way to increase the awareness of a brand than to place it in potential customers' line of sight. Sell your product at locations where people congregate, such as a check-out line at Shoprite or popular malls. The longer a customer sees your product, the more likely she'll remember it. On a store shelf, place your product at eye level, making it easy for customers to notice. Note some of the product's notable qualities on the product packaging in a bold and attractive design, so that it draws the attention of even those who aren't planning to buy it.

At Poise Media Nigeria, we are here to help you understand what the market is about, help you better understand who and what your audience are, presenting holistic view on how to create, design, develop and package advertising that appeals to your consumers through your Selling Point, so why don’t you send us an email at info@poisemedianigeria.com today and be the difference.

Friday, November 29, 2013

Using an Advertising Agency in Nigeria (Part One)

Nigeria is indeed a huge market for most brands to contend for. With a rising population of over 150 million people, the demand for advertising agencies is on the rise. Companies want to advertise their products with the best and the most affordable agency with a good turn around time.

Nigeria has thousands of advertising agencies, ranging from small, large to multinational agencies. It is very interesting that international agencies are now forming alliances with Nigeria Ad agencies ranging from Insight, forming alliance with Grey, Rosabel with Leo Burnett Worldwide, SO&U with Saatchi & Saatchi etc. We now have international agencies coming into the Nigerian market such as 141 worldwide, Mediacom etc. This article is advising advertising how to select an agency to work with.

People often think of advertising agencies as managing large, expensive ad campaigns for big brands. But most advertising agencies make their money by running small ad campaigns and placing advertising in local media. Advertising agencies can benefit any size business, as long as you keep in mind the best way to use the agency, and to use advertising, for your particular business.

Many businesses turn to advertising agencies for their expertise and specialized knowledge. Small businesses, in particular, may not have their own marketing department, and so may need the depth of expertise an agency can provide. Agencies will usually have access to researchers, media buyers, artists, film makers and other experts who can provide advertising know-how that small businesses cannot afford to hire for themselves. Small advertising agencies may specialize in one particular area of expertise, such as online advertising, so it is important that you know what type of advertising you are interested in before choosing an agency.

Saving Time
Using an advertising agency can save a business valuable time. Hiring an advertising agency means that you and your staff do not need to spend time developing an advertising campaign. This is especially important if you do not have staffs that are dedicated to advertising work. Hiring an agency will free your staff to do what they have been trained for. Most small business owners are busy enough running their business to give the creation of an ad campaign the time and energy it needs. So, hiring an agency can also free you to spend more time running your business.

Saving Money
Although it may seem as though hiring an advertising agency will be expensive, you need to consider that an agency can save you a lot of money on ad placement. Most agencies are given discounts by publishers, and radio and TV stations, so they can get cheaper rates than someone dealing directly. Agencies can also easily redesign ads to be more effective while taking up a smaller amount of space, saving your business more money.

Brand Development

Even for experienced businesses, developing a brand can be a complex undertaking. Advertising agencies can help this process by developing logos and advertising that will develop brand awareness. They can also provide you with research that will allow you to target the most effective market. Agencies can also help design your ads for individual media so that you can get the most effective advertising in each market.

At Poise Media Nigeria, we are here to help you understand what the market is about, help you better understand who and what your audience are, presenting holistic view on how to create, design, develop and package advertising that appeals to your consumers through your Selling Point, so why don’t you send us an email at info@poisemedianigeria.com today and be the difference.

Friday, November 8, 2013

5 Tips for Projecting the Uniqueness of Your Product to Customers in Nigeria



Develop savvy strategies
Strategies include ascertaining the opinion of your customer base, figuring out who your competitors are in your local area, and doing basic research on what appeals to your primary demographic group.

·         Come up with nice tactics
You can hand out fliers to people in your neighbourhood or voluntarily send holiday cards to potential customers or affiliates.

·         Explore online advertising
By listing your business with online yellow pages, you improve your brand’s visibility and in a way put down the challenge by your competitors.

·         Pay attention to the local economy
When businesses move in or move out, their presence or absence dramatically alters the customers buying behaviour on a local scale.

·         Stay true to your brand’s image and mission statement

Understand what you want to get out of your venture before marketing it to other people, so you don’t take two steps forward and one step back.

Wednesday, June 19, 2013


         There are so many goods and services in the Nigerian market today creating room for varieties. Many businesses involved in the production of goods and services are short of monopoly as most of them are into production of similar goods and services which satisfy the same needs of the consumer. Advertising competition has become fiercer than ever, all in the bid to make target audience opt for a particular brand over the other.

         In achieving increased sales or services beyond that of the competitors’, many organisations take up different advertising strategies. However, as a business owner or organisation, what you need is differentiation; this is a very wise strategy to adopt within a competitive market system in order to get attention.  Many consumers mistake the identity of brands because they all seem alike. What you need do therefore, to make your brand to stand out and be the choice of your consumers’ satisfaction is to bring out your Selling Point (Unique Selling Proposition)

       Your selling point is the benefits that the consumers strongly, uniquely, and positively associate with your brand, it makes you stand out from your competitor. It simply tells the consumer, proving for a fact that your product is indeed unique, bringing out clearly the features of the product that cannot be found in a competitor’s product and thus convincing them to choose your services.

         However, before you decide to create a Selling Point (USP), you have to settle down and critically analyse, because your selling point is what would give your business or product an edge. First, check out what competitors’ are up to, what are their unique selling propositions too? Check out their advertising messages and what makes them stand out from others like you. Also identify the similarities between you and the competition. You formulate your selling point by understanding who your consumers are. In doing this, you have to

Understand who your consumers are:
This involves knowing who are the target audience, what kind of people they are and what taste, quality or quantity of goods or services appeal to them? You should try to know what sharpens the consumers’ appetite, what turns them off from other products in order to avoid making the same mistake. When you know this, you would be able to create the right words that would reach out to them and are able to identify with it. Therefore, your selling point should be customer oriented.

 Know your consumer’s mindset:
Since your goal is customer satisfaction, therefore you have to research on what are really the needs of the consumer and what they really want? Why would they ignore the competition and come to you? This might be your customer relations, quality of service, durability or proximity of your service to them.

 Discover why they choose your products over the others
You have to understand why such consumers prefer your own product to the competitors’, for you never can tell, until you ask.They may prefer the looks, colour, taste, quantity of such products. Know what they see in your business and product that retains their loyalty. Then develop your selling point based on that.

Proposition to the consumer
If you already have a selling point or believe you have brand features that would appeal to your target audience, be sure to make realistic propositions, avoid presenting yourself bigger than what you really are. This may do more damage to the brand’s image when consumer expectations are cut short.
        Now that you have a selling point, below are the benefits of having a Unique Selling Point
Increment in sales
Having a Unique Selling Point helps you increase your sales because more consumers are drawn by what you promise to convey to them that others cannot. Satisfied consumers indirectly advertise the benefits of the service to others around them and such people are probably going to try them out.

Consumer loyalty
When consumers get what you promise them and are satisfied, they stick to such brands because they are professed as reliable and trusted. The company’s ability to maintain a transparent communication with consumer helps build trust.

It helps you stand out
When the selling point is clearly spelt out in your advertisements, you are distinguished from every other product and with proper positioning; your selling points could overshadow the competitors’.

Increases credibility
The packaged advertisement based on your selling point helps reveal your business as more believable because such should make a very strong appeal to the consumer that others may find hard or impossible to do.

Positive reinforcements
Advertising is meant to produce a positive image in the mind of the consumer towards a particular brand. With a selling point clearly communicated in few words to the consumer and constant exposure to such messages, the more it is engraved in their hearts. When next such goods or services are required, the first thing that comes to mind is your selling point, reminding them that you are the best option.
     In a very competitive society like Nigeria, a unique selling point is what you need to move your business to the next level. In the absence of a distinguished identity, it would be difficult to neither maintain customers’ interests nor draw new ones to you. Therefore, understand what your business, products or services are effectively capable of doing. Package your advertisement accordingly, coin out slogans, hammering away on such benefits and see how your establishment grows to greater heights, leaving behind others with similar services.

      At Poise Media Nigeria, we are here to help you understand what the market is about, help you better understand who and what your audience are, presenting holistic view on how to create, design, develop and package advertising that appeals to your consumers through your Selling Point, so why don’t you send us an email at info@poisemedianigeria.com today and be the difference.

Amadin Erinmwingbovo
Business Development Manager
PoiseMedia Communications Ltd

Tuesday, May 21, 2013

Ikeja Shoping Mall Install LED Screen for Advert

With the newly installed LED screen at the Ikeja Shopping Mall popularly known as "Shoprite" Ikeja. Advertisers can now place their advert in the face of over 25,000 people coming everyday for various need ranging from electronics to house hold items. 

These LED screens are so BIG and are in the face of people. Your advert can scroll in either still picture or video streaming without the audio.

The form of advertisement is very popular around Lagos and multinationals spend fortune each year advertising on this medium. 

If you ever thought of a good crowded place to advertise your product, the Ikeja shopping Mall might be a good place to start. Please contact PoiseMedia Communications for your advertising needs in Nigeria.

Monday, April 22, 2013

Mobile Advertising in Lagos. Nigeria.

With Mobile Billboard Advertising you can't turn the page, change the station, or switch to another channel. Some of the mobile advertising we have in Nigeria includes, Taxi Top Ad, Taxi Body Branding, BRT Bus Branding, Keke Napep  branding Etc.

The Right Place at the Right Time – Mobile Advertising will steer the message directly to the targeted market, capturing their attention when they are already out and about, shopping, or looking for entertainment. Novelty- Because this medium is so innovative, it will offer the client a unique way to gain the "wow" factor and attract both public and media interest.

Mobility- Unlike stationary billboards, Mobile billboards move. This movement, as well as bright colors and backlighting, will give the message an added dimension to attract your audience.

"Really There" - Unlike the Internet and other online media, which are remote and intangible, the beauty of Mobile Billboard Advertising is that it is firmly in the real world. Outdoor advertising can give your company a presence on the street-a public face. It's an excellent way to build two essential keys to successful advertising-familiarity and trust.

Control Factor - New research shows that consumers control messages by screening out some and selecting those that are relevant to them at that time. Your advertising can therefore be more effective if you can control when and in what situation the message is received. With Mobile Advertising, you can move your advertising exposure closer to the point of purchase, where the consumer is ready to buy.

Affordable Advertising Rates - Rates will be only a fraction of the cost of traditional advertising such as radio and TV, and our flexible options will make effective campaigns accessible to all advertisers with all budget levels.

The cost of Mobile Advertising is lower than other Outdoor Mediums because it is cooperative in nature. Compare the cost of Advertising with Radio, Print, Spot TV or billboards and you will agree that there is no one more affordable means.

The best use of boards is for image building and brand awareness.
Billboards are not cost effective for one time only sales or non-repeating special events. Most billboards are sold for a minimum of one month.

Using billboards is akin to TV, it can mean you have "arrived" as a formidable business. Billboards are image builders.

Make this cost effective and attention grabbing advertising part of your marketing plan.

Suppose you run a carpet store in an area visible from a major street or thoroughfare on the outskirts of a town. Every time someone drives past and sees your blank exterior wall, you've missed an opportunity to entice a customer into your store. People that drive by may not realize the variety of your inventory, the level of your service or the great value of your pricing.

The solution to this problem is obvious and very cost effective. Place a huge, outdoor mobile billboard or banner in front of the people that drive by. A switchable outdoor banner stays "visible and does not become part of the "media fog" like standard signs do.

The amount of business lost by not using this cost effective advertising solution is staggering. A banner facing oncoming traffic can make thousands of impressions a day on potential customers. Outdoor mobile billboards or banners are usually considered temporary signage and often don't require obtaining a sign permit. Inquire with your local government.

Outdoor mobile billboards and huge banners are not limited to boring text. A banner can be filled with eye-catching colors and images.

Whether you a promoting a product, service, or event, the opportunities for an attention grabbing, cost effective outdoor mobile billboard or banner advertising are massive.

Grab the attention of potential customers and spread awareness of your product, service or event by placing an outdoor mobile billboards or banner on a highly trafficked streets

For mobile advertising in Nigeria, please contact PoiseMedia Communications at www.poisemedianigeria.com or check our contact at the bottom of this blog.

Monday, March 4, 2013


Of course, you want your company to grow, but the economy sucks and money is tight. What you've been doing seems to be working ok, and you're just not convinced that putting extra money towards advertising is the best way you could spend it. But think again. The experts recommend investing at least 3-5% of your annual revenue back into your advertising, and more if you have a large amount of competition or aggressive competition (I’d advice more personally). Here is Effective Advertising Solutions' Top 9 Reasons why You Should Advertise.

Awareness = Existence.
Little to no advertising means you are generating little to no awareness about who your company is and what you offer. FACT: Buyers are always more aware of the companies with the most aggressive marketing. It doesn’t matter how great your product or service is if nobody knows about it! Basically put, if you don’t advertise, and do it frequently and effectively—you don’t exist.

Your image defines you.
Your advertising puts you in a unique position to personally design your own corporate identity and create how the outside world views your company. Your company’s brand relies heavily on your corporate identity and advertising. If designed correctly, you can use your advertising to position your company as a leader in your industry, neutralize negative publicity and PR, and expose your competitors’ weaknesses while highlighting your strengths.

Potential customers are ready to listen—Are you talking?
About half of consumers buy an item within one week of deciding to make the purchase, but the actual purchase time is typically unplanned. As an example, say you decide to buy a new refrigerator. For the next week, you are not only willing to listen to advertisements but eager to in order to see what your options are to find the best deal. Customers will soak in your advertising like a sponge in order to help them decide where to buy.

If you’re not first—you’re last.
The Simmons Research concluded that consumers believe buying a familiar brand usually guarantees approval while buying unfamiliar brands is risky... Keep in mind also that a large percentage of consumers postpone buying and spend a lot of time comparing prices, quality, and service. For these consumers, you want your advertising to consistently reach them throughout their entire decision-making process. Your goal is to become the first familiar brand that comes to mind when they are ready to buy.

INTENTION is nothing without ACTION.
An occasional advertisement may help in terms of generating some awareness but it will do little in terms of creating sales. Potential customers may know who you are, and may intend to use your products/services one day—but that’s not going to keep you in business. Consistent advertisements designed with a call-to-action such as limited-time sales, coupons, and promotional codes that expire give consumers in the “I’ll have to do that one of these days” phase an incentive to act now.

Advertising creates traffic, which increases sales.
Advertise to drive traffic to your store, website, or any service location. Once your prospective customer is present you can use limited-time promotions and other call-to-action advertising locally to increase impulse and point-of-sale purchases. An American National Retail Federation survey found that for every 100 items consumers plan to buy, they make an additional 30 unanticipated purchases!

Advertising SAVES you Time and Money.
A significant number of sales are lost simply because the consumer didn’t have enough knowledge of the product and all of their available options. You can use your advertising to educate the consumer about your service/product’s features and its benefits. Knowledgeable consumers save you time and money by comparison, and often already know what they want. This reduces your direct selling costs, the costs associated with hiring additional salespeople, and the time spent selling it to them.

Invest in your success.
Consistent advertising gives you an advantage over competitors who reduce or eliminate their advertising. A survey of more than 3,000 companies found that advertisers who expanded or at least maintained a steady level of advertising over a five-year period saw their sales increase an average of 100%, whereas companies that reduced advertising grew at less than half that rate.

Learn from the pros. Copy Success.
Simply put, effective advertising works. Successful businesses are usually consistent and aggressive advertisers. A common excuse from small business owners is “The BIG businesses can afford to advertise, but we’re just a small company.” Our response is this—“What came first, the chicken or the egg?” Sure, some of these big businesses started out with large investment capital, but consider this perspective—perhaps they were small, gained momentum, and continued to grow because they understood the importance of and utilized their advertising. They out-advertised their competition in order to gain their position, and then have continued to advertise to maintain that position.

If you are thinking of using any of the above advertising strategy to promote your product and services in Nigeria, we can help you identify your market and reach them. We apply both BTL and ATL strategies to project our clients’ brands to the right audience. We can do same for you at very affordable price. Contact us today for your advertising campaign using BTL, good luck in your advertising campaign.

Edward Israel-Ayide
Business Development Manager
PoiseMedia Communications Ltd

Tuesday, October 16, 2012

Modern Advertising Methods in Nigeria

"Advertising is on its deathbed and it will not survive long, having contracted a fatal case of new technology."
Roland T. Rust and Richard W. Oliver

False alert. The days when Advertising was limited to television and newspaper impressions are long gone. As it is, new and more innovative methods of advertising goods and services have sprung up, and no human advancement has helped this upward surge more than technology. People are now looking for new types of advertising appeals that they can target. Many of these new-age advertising methods are a result of the advent of the Internet, while some of the trends are just novel ideas that have transformed mundane advertising media into brilliant and witty methods! Here are some modern advertising methods that are being used to advance brands the world over and with much success:

Web Banner Advertising
If billboard advertising is used on roads, then a similar type called banner advertising is used on the web. Have you noticed the horizontal advertisement strips that are seen at the top of almost every web page? These are web banners. Web banners are usually constructed using images, or JavaScript, or any other multimedia objects and animation. Web banners are usually linked to web pages that are related to the content on the existing website.

Bandwagon Advertising
This is nothing but a propaganda advertising technique, which aims at convincing the user that everyone else is using the products or everyone in the customer base, is in favor of the brand and so he must do so too. This compels the consumer to at least think about buying that product and check what everyone else is raving about and in turn 'jump on the bandwagon'. Bandwagon advertising is a strategy that is based on consumer psychology and hence, is an effective technique which can be used via any media be it print, electronic or broadcast. GTB has somehow been most successful in this regard in my opinion; with almost everyone you meet sold on the feeling that it is “The Bank”.

Promotional Advertising
Promotional advertising involves the use of promotional give-away items or promotional media events, which help to garner public attention and are an effective way of advertising. Handing out promotional freebies is a modern advertising technique that is innovative and very effective as well. A lot of brands utilize this a lot in Nigeria, and it works! People love free stuff, and they will always remember where they got it from.

Testimonials and Endorsements
A lot of people are of the opinion that using popular local actors, musicians and celebrities helped the GLO brand to carve a niche for itself as “the only Nigerian GSM company”. An endorsement from a celebrity or a public figure is reason enough for a large number of Nigerian customers to try a particular product or brand. Such testimonials or endorsements are a great way to advertise particular products and services. Another evolved version of this being a new type called covert advertising, involves the use of brand names or actual products in movies or television shows in an indirect form of advertising.

Contextual Advertising
Do you notice how Google generates ads that are relevant to your search query? Or more recently, have you noticed the Google ads that show up next to your emails in the Google mail service? Well, if you are one of those people who still haven't noticed this, then you need to wake up and smell the coffee. Google Adsense was the first contextual advertising venture. Contextual advertising is a very specifically targeted form of Internet marketing in which the advertisements are selected by automated systems based on the content being viewed by a particular user. The automated system scans the text of a website for keywords and sends advertisements that match the content which the user is viewing. Many search engines also make use of contextual advertising for displaying ads on the search result pages, such that the ads match the things that the user is looking up on the web. After Google started this trend, there were many others like Yahoo! and Microsoft who followed suit.

Keyword Advertising
Commonly, keyword advertising is also known as pay per click advertising or cost per action advertising. Although Yahoo was the first company to venture into keyword advertising, it is Google Adwords program which is now most popular for its keyword advertising. Some of the popular search engines, which are into keyword advertising, include Yahoo! Search Marketing, Microsoft adCenter, Facebook etc.

Blog Advertising
So you thought that a blog was nothing but an online journal of an amateur writer, photographer or gossip columnist? Well that’s not true in the least bit. Owing to the tremendous popularity of blogs, advertisers have wisely started using blogs as effective advertising and marketing tools. Bellanaija, Lindaikeji and so many others are some of the more popular blogs that brands and companies are using to spread the word about them in Nigeria. Also corporate blogs such as Ndani Tv run by GTB are an excellent way for companies to reach out to their customer base on the Internet. 

Mobile Advertising
Yes, as annoying as it might be for you to receive advertisements on your cell phone, it is now a fact that mobile advertising or cell phone advertising is one of the most effective ways of advertising. Statistics show that a vast majority of web users in Nigeria, access the web via smart phones and other types of cellphones.

A sub-category of this is SMS Advertising where advertisers build (or often times buy) a database of mobile numbers of existing customers as well as a list of phone numbers of people who might be potential customers. A message on the mobile phone rarely goes unnoticed and hence, qualifies as an effective marketing or advertising tool!

Public Relations Advertising
Maintaining and developing good public relations has been a marketing tool for companies to maintain goodwill amongst employees as well as clients since time immemorial. It is not only a way to be in the public eye, but also a great way to build and maintain a particular brand image and identity. Public Relations as such, is a great advertising tool which is used by companies to reach out to their investors, employees and of course, their existing and potential customer base.

As is evident from these methods highlighted, the field of advertising has, and continues to evolve; reaching the masses in ways that were perceived to be unimaginable a decade ago. All thanks to huge developments and innovations in the field of technology, advertising is now present almost everywhere we go, in almost every form we can imagine. You still doubt this? Well just look around you! 

If you are thinking of using any of the above advertising strategy to promote your product and services in Nigeria, we can help you identify your market and reach them. We apply both BTL and ATL strategies to project our clients’ brands to the right audience. We can do same for you at very affordable price. Contact us today for your advertising campaign using BTL, good luck in your advertising campaign.

Edward Israel-Ayide
Business Development Manager
PoiseMedia Communications Ltd

Search for more information

For further inquiry

Please contact Victor Ariyibi at
PoiseMedia Communications Ltd: No 7/9 Agbaoku Street. Opebi, Ikeja. Lagos. Nigeria.
+234 - 818 547 6473.
poisemedia@gmail.com, victor.ariyibi@poisemedianigeria.com,
www.victorariyibi.com, www.poisemedianigeria.com