Beyond advertising and sponsorship, brand owners are going extra miles to connect with the public. In recent time, promotions and award for trade partners have become major positioning tools in this regard. The platforms are appreciated because of their power to have direct impact on the lives of trade partners.
However, some of such initiatives are easily discarded on arrival in the market place because they appear to mock the beneficiaries rather than empowering them. But some appear to be getting it right, giving the size of their reward scheme and the budget allocated to it. In the last few months, a few organisations, including players in the Fast-moving consumer goods (FMCG) and Telecommunications are doing a lot to put smiles on the faces of their trade partners.
Few weeks ago, Globacom Nigeria treaded an unusual path at its 2015 Glo Business Associates Dinner held in Lagos. To stakeholders, especially beneficiaries of the day, the occasion was the biggest honour ever done to trade partners by service providers in the market. To this end, not a few people appreciated the company’s efforts at reaching out to its loyalists and thereby marketing the company’s products and services with generous car and monetary gifts.
It may be hard for anybody to dispute the conclusion about the richness of the project considering what eventually went to consumers. At the end, the reward saw trade partners smiling home with state of the art cars including Range Rover Sports, Range Rover Autobiography and Toyota Land Cruiser Lexus. Other items won included Prado SUVs, multi-million naira credit notes, plaques and other gifts to businessmen and women, who had consistently stood by the brand.
One of the recipients and Managing Director of Office Devices, Mr. James Odogwu, said: “Globacom is a great company. Doing business with Glo is good business. Glo knows how to reward their partners and when the reward would come it is always big”.
Another awardee, the Bajulaye of Ijebuland, and Managing Director of Demus Mayors, Otunba Ademola Adenuga, thanked the company for appreciating its partners in such an extraordinary way, adding that they were now sufficiently mobilized to improve their performance this year. “Glo is a strong brand which rewards its partners in a very big way”.
Another star partner, Alhaji Mohammed Mutiu Anthony, Managing Director of Easy & Quiet, also stated that “every time Globacom comes on board, it is always big. I promise to continue to support Globacom with all the strength I have. I am going to use 95 per cent of my abilities to work for the company.”
Similarly, Prince Ubong D-Imoh of Idems Ultimate Limited said Glo had set the pace in the industry. “The company has beaten our imagination in their reward system. Kudos to Globacom for this appreciative gesture which will definitely spur us to do more”, he said.
Before the prizes were presented, the National Commercial Coordinator, Globacom, Mr. Yomi Ogunbamowo, in an address delivered on behalf of the company’s Chairman, Dr. Mike Adenuga Jr., said the company was proud to celebrate its business partners who worked hard to promote the brand in the last one year. He added that Management was very appreciative of their efforts as the successes recorded by Globacom were made possible by their endeavour.
He called for more support in the coming years, promising a bigger and better reward system next year.
Globacom’s Regional Marketing Director, Mr. Ashok Israni, who also spoke at the event said the company would focus on four key pillars in 2016. These are huge investment in the brand, innovation and new proposition, highly improved customer experience and digital marketing which would enable the company to improve in all areas.
Other prizes won by top Trade Partners were Toyota Hiace buses, Toyota Yaris, Toyota Corrolla, Toyota Cary and Ford Explorer.
The partners were treated to first-class entertainment as Glo Ambassador, Omawumi and the highly creative Olu Jazz serenaded them with delightful music while Gbenga Adeyinka, Mama G, Chiwetalu Agu, Mr. Ibu, Seyi Law and Bovi treated them to vintage comedy and drama.
With the reward and other related steps being taken to connect subscribers at the grassroots, Globacom is making a strong positioning statement that may further boost its profile.
Last year, the company took customer reward scheme to a new dimension when it launched a special promotion which offered subscribers the opportunity to own a fleet of 52-seater luxury buses, mini buses, luxury taxes and cash prizes, thus giving them the opportunity to go into the transport business if they so desire.
To ensure that the winners succeed when they set up their businesses with the prizes, the company was smart enough to have concluded arrangements to provide financial management and wealth training for winners.
The programme thus provided them the necessary skills to manage the business. The overarching objective was to create indirect employment in the Nigerian economy.
Called Made4Life, the promotion rewarded over 1,500 Glo subscribers with mouth-watering prizes.
This year as consumers entered the last quarter of the year, which is always a period for brand owners to reward consumers and trade partners. For Globacom, it was a season to reward subscribers with free calls. In what looks like going to a first class restaurant to have a sumptuous meal and get the full value and quantity of the food the next day, free of charge, Glo launched a new promotion, Free Tomorrow, which offers its subscribers 15 days of free calls, SMS and data every month and will undoubtedly redefine customer loyalty reward in Nigeria.