Saturday, 25 January 2014

RAFFLE SALES PROMOTION BY BRANDS IN NIGERIA MAKE IT STAY OR LET IT STOP?

Displaying IMG-20130826-WA000.png

Beep beeb, a text message and I rush to my phone hoping and wishing I am one of the winners in the Diamond Bank Xtra draw.
I have increased my balance, prayed, hoped but still, I haven't been a lucky winner so far (sad face).
This took me down memory lane as to the number of draws and promos organised by various brands  ,I have prayed and hoped to emerge a lucky winner, all to no avail.
Is it the era of the MTN Aeroplane money worth 64 million naira? I imagined how my life would change if I won . I'd buy my parents a house in the states, get a hot ride for myself, donate to the needy and the church, invest, save,  change my wardrobe , dazzle my friends and siblings with cash and activity etc, but my dreams came crashing down when another lady scooped the whole money.
Same has been my story for many raffle  draws held by top brands in Nigeria that I almost began to feel I had bad luck ''Tufiakwa''(God forbid) lol.
Naive me, I concluded that either the winners in these promos  had better luck or prayed harder than me, so I stopped expecting to win.
Just when I thought I was the only person bordered about raffle sales in Nigeria, I discovered alot of other people had  experienced same.

The growing number of raffle based sales promotion is eroding customers confidence in Nigeria. A Foremost marketing consultant and CEO of Seed Group, Mr Dominic Essien has latched out on companies. He noted that for a country of 170m million people and counting. These companies will typical target 10million customers but end of rewarding only 500people through a lucky dip. The probability of a customers being rewarded is very low and have led to increased skeptism by consumers

According to Mr Dominic Essien, companies should determine what proportion of their target they want to reward in a promotion and set out mechanics to meet those target. The continuous raffle based promotion will erode consumers confidence and further dilute brand.

I think companies and brands should look into this issue abi what do you think?


No comments:

Post a Comment