Consolidating marketing leadership with promo

THE N300 million promo of Dangote cement hit the market space last week. And the promo will run till February, a time not the peak period for the sector also shows it is a well thought one and reason the Chief Marketing Officer, Mr. Oare Ojeikere, said that whatever the demand rate the promo would generate, the company would meet supply.

Ojeikere also said that the promo is unique because it targets principally the end users who are Blockmakers, Masons, Bricklayers, Building Contractors and Homeowners. He went to say that to participate and enjoy the benefit of the promo requires submitting five token cut out of bags of Dangote Cement, with a piece of paper having the name, address, signature and phone number in an envelope at any Access Bank or Dangote cement offices. According to him, multiple entry is allowed by a single participant and a valid entry enters participant into a sweepstakes where millions of naira would be shared each week.

For the three months that the promo will last, there would be Star prizewinner of ten million naira each month and two entries winning a million naira daily. The consolation prize is N50,000 and there would be 20 winners each day for the 90 days the promo will last. Ojeikere said that draw would be done weekly and the winners would be picked electronically with their names published in the national dailies. He said it would be done weekly principally for convenience and the communication campaign using both above and below-the-line media platforms.

No doubt, the promo is going to create some reaction in terms of sales. Though for the organization, it is a tool to reward its loyal customers. But as many of its loyal customers who would be among the lucky winners of the millions on offer, it is a pay back time from a brand they had kept faith with.

With the tempting offer and millions of naira dished out daily for 90 consecutive days, many new customers are going to join the train. This has positive implication for the brand, as the increased sales would help it to further consolidate its market leadership in that sector.

Executive Director, Stakeholders and Corporate Communications, Eng. Mansur Ahmed described the promo as a major event for his organization and in line with its motto of touching lives, besides it is meant to say thank you to its numerous customers. He further said that the promo is part of its consistent effort to provide affordable cement as everybody needs housing and some form of infrastructural facilities, which cement is a critical aspect.

Mansur said that because customers are key element of its business the organization also felt it would be good to share its success with its customers, who have kept faith with the company and ensured that it remains in business. He promised that the company will continuously be scaling up to ensure better satisfaction for its customers and stakeholders.

Ojeikere also said that the promo is about being true to its brand and its promise and that the sector is not one known for promo, it decided to go against the tide because Dangote wants to take the game to a next level of dialoguing with its customers. He insisted that the promo is not a gambit but about touching lives.

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