BY JANICE JOHNSON
Entertainment has become a form of aggressive marketing strategy which producers, manufacturers as well as service providers use to indirectly boost sales as it attracts the attention of passers-by and lure them into purchasing products which was not pre-planned.
Such was the case at the just concluded Lagos International Trade Fair, which was held at the Tafawa Balewa Square, Lagos Island. The exhibition, which took place from November 1st to November 16th, 2014was agog with various activities as corporate organisations as well as individuals from all parts of the country and abroad, came to display various items, products and services. Items were sold at relatively low prices which could not be gotten anywhere else apart from the trade fair and there was an opportunity to choose from a wide range of products.
The event was spiced with music, dancing and other side attractions. Majority of the producers and manufacturers, put up a stage where energetic youths danced vigorously to music blaring from loudspeakers. This attracted massive crowds as people thronging in could not help but stop and watch with rapt attention while being entertained.
Euro Global Foods and Distilleries, makers of Sabrina gin, Braveheart rum, Seaking Schnapps, Savana range of soft drinks, Amphora wine and Julius Tonic wine among others applied the entertainment strategy to the hilt as music and dancing was a constant feature of their stand from the first to the last day of the exhibition. They also threw in some occasional magicians and comedians into the fray. Mr. Felix Aighobahi, Euro Global Foods and Distilleries’ Sales and Marketing manager explained that their brands were meant to promote fun and entertainment. It therefore made a lot of sense to create that ambience and atmosphere at all times. According to him it is good for their customers and naturally does a lot of good for brand affinity and sales in the long run.
At the stand of the producers of Chivita fruit juice, a group of entertainers strove to attract the attention of prospective customers by engaging in dance and comedy. Some onlookers were also given the opportunity to participate in a dance completion and gift items were awarded to the best dancer. A staff of the company, Babara, said the concept of music and the dance was to attract the attention of customers to their stand and create awareness on their product.
“The music and dancing is to attract the attention of people who are coming in and to show them that we are here”.
She said the entertainment has helped to boost sales because when the people’s attention is drawn, they go in to buy the products.
“The entertainment has increased our sales because as they are standing and watching, we are giving them samples which make them to come in for more”
A staff of Flourmills Plc, who gave his name as Johnny, said the entertainment is 60 percent effective on sales as it attracts consumers’ attention to the product and they end up buying.
“The entertainment has been very effective. About 60 percent effective because it attracts the people’s attention to our stand and the come and buy from us.”
In a bid to find out the effect of the entertainment on prospective buyers, Dola said’ “ the music and dance is very interesting and it sometimes make us to buy things we didn’t budget for. Look at me, I didn’t come here to buy Mamador oil, but I have bought it now because of the attraction by the music and dance”. Another customer who gave his name as Samuel, said, “The entertainment makes the place lively even if you don’t buy the product”.
