CEM ANALYSIS, BRAND FOCUS | Promotions are known to be veritable tools in marketing and brand management for organizations across the globe having been effective in increasing brand/product awareness, brand loyalty and sometimes sales volume depending on the primary objective of the company.
Most promo prizes are usually in cash or the products itself with a few partnering with other organization for their products as prizes, with a bottom-line to add value to the life of the customer. Therefore, the value of the prize is usually higher than the value of the invested effort either in cash or activities to participate in the promo
While brand awareness and sales volume stay true for most companies’ promo as objectives, there are other objectives that can be deduced from the quality of prizes given to customers. Some promos can be substantially classified under corporate social responsibility following the pattern of contest and quality of prizes in the promo.
Promos by Globacom, a Nigerian indigenous telecommunication company, fall into the categories that can be conveniently classified as humanitarian support for its subscribers. The company owned by a foremost entrepreneur, Otunba Mike Adenuga is one company that have set itself apart over the years in the quality of prizes in every of its numerous promos.
Since the company came into the telecommunication industry in 2003, it has run numerous promos with each having tremendous impact on the beneficiaries some of whose lives were changed totally. The promos have truly become numerous that there is hardly a year without Glo running a promo. Only a few are mentioned below.
In 2011 Glo N1 Billion promo, the company gave out N1 billion in 25 days, a promo that sprayed millions of naira to many people. in 2015, Globacom ran Glo overload 120m promo where 18 brand new Kia Rio and 18 brand new Toyota Yaris cars were won by subscribers
Between October 2O16 to April 2O17, Globacom gave N1m worth of scholarship to each of the winners in the GLO Campus Storm Promo. Other promos include the earlier 2013 Glo “Recharge to Stardom” Promo and Recharge and win big (My Own Don Beta) Promo which was held in 2019.
In the ongoing Festival of Joy promo, Glo is giving out 20 houses, 24 brand new cars, 100 generators, 200 sewing machines, 1,000 rechargeable fans and lots more. These prizes are truly so valuable and with huge cost implication that it takes motive of generosity, value for subscribers and a deep sense of humanitarian support/corporate social responsibility to give them out.
Following current cost of building material, labor and land space, A 3-bedroom bungalow would cost between 15 – 35 million depending on the location. The promo terms state that 20 units of this will go to 20 winners each for recharging 20,000 only within the promo period. This is a deep thought out prize only for a valuable customer.
A house is a lasting asset that everyone dreams of, that some people never achieve in their life time and that those who achieve it count it as a life success. Therefore, those that have won and those that are going to win them will sing a song of appreciation forever.
Globacom Head of Operations in the West Territory, Mr. Akeem Yusuf, rightly noted at the presentation of one of the bungalows to a 19 year old Ibrahim Akindele at Ibadan, that Globacom in its commitment to the total well-being of its subscribers, realize that shelter is one of the key needs of man and therefore decided to provide that to some of them.
“Our commitment to the total well-being of our subscribers and the realization that shelter is one of the key needs of man have fuelled our desire to help some of them have houses of their own through this promo. This kind of prize is unprecedented as no brand has ever offered or presented such to their customers before,” he stated.
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At the event, the Executive Chairman of Ibeju Lekki, Engineer Abdullahi Olowa, appreciated the great strides of Globacom, stating that the company had, since inception, pioneered and sustained the noble tradition of putting subscribers first in its operations.
“It is heartwarming to note that Globacom still keeps faith with the tradition of adding wholesome value to the lives of its subscribers”, he said.
The 200-level student of Science Laboratory Technology of the Ekiti State University, Ado Ekiti, Ekiti State acted in disbelief when he first got the good news.
“I was in disbelief, I thought it was just someone playing pranks,” he said, adding that though he knew from past events that Globacom was a company that gives huge prizes to its subscribers.
I can only imagine the joy that emanated from the family members of the winner. “The house will be a place of refuge for Ibrahim and his older brother while we will be coming to spend weekends with them.”, Ibrahim’s 54-year-old mother, Mrs. Funmilayo Akindele said.
To participate in this promo, voice and data customers just have to dial the dedicated short code *611# and recharge with N500 weekly to stand a chance to win the rechargeable fan, N2,500 monthly recharge for the Sewing Machine, N5,000 monthly recharge for the generator, and N10,000 monthly recharge for the car and N20,000 for houses.