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Talent Hunt: Peak Brand Leverages Show to Expand Brand Equity
- By Business World
- Published September 13th, 2009
- BrandWorld
- Unrated
Contemporary business thinking affirms that, marketing is not about goods and services. It isn’t about selling; it isn’t even about profits or beating competition. It’s about developing relationships with customers so that they will grow loyal to a company’s goods and services.
Some people may argue that, the above submission is hardly the case, but the realities of the market place is rapidly substantiating the point that for any business to make sales and profit, that business must get hold of the minds of the consumers. The mind is actually where the market is.
With the emergence of technology as the key driver in the world of business, it has become important for marketers to learn that, the globe is now a big theater of market activities – including the competition to get the consumers mind as a means of getting his attention to your goods and services. To this end, it is no longer enough to rely on old marketing mix like the quality of your product, the competitive price you offer, the advantage of advertising and your expensive network base. The market place is already cluttered by a bombardment of messages that hit the average consumer every minute of the day from different media channels – radio, newspapers and magazines, billboards etc. It is time to say that today’s marketing environment is fraught with even more challenges as marketers strive to attract and keep consumers. Studies have confirmed that generating new customers is more expensive than keeping existing customers. This is the reason most companies are inclining more to creative means of sustaining customer support, loyalty and patronage.
In Nigeria some of such means is the recent phenomenon of reality TV shows, CSR activities, donation, sponsorships and all. Most Nigerian companies are beginning to see the wisdom of deploying these platforms to reach, maintain and sustain customer engagement and loyalty. For instance, MTN’s “Who wants to be a millionaire” has gained much attention from the general public. So also is Gulder Talent Hunt, Milo U13 school championships, Zain African challenge etc.
And now, Nigeria’s foremost milk brand, Peak has joined in the train but in a different way. Last week FrieslandCampina Wamco, manufacturers of Nigeria’s premium Peak brand launched its ‘Peak Talent Hunt’ which is an extension of its thematic campaign, “It’s in you”. The show tagged “Peak Talent Hunt” will discover and develop individuals with special diverse talents in dancing, singing, music, miming, acrobatic display, juggling or indeed any amazing talent with entertainment value; everyone with any special talent or potential has the opportunity to bring it out and become a superstar.
Speaking at a demonstration and media presentation event held last week at the Sheraton hotel Lagos, the company’s Managing Director, Mr. Bob Steetskamp said that, “In 2008, the Peak brand launched its thematic campaign peak – It’s in You and wants to take it to the next level to communicate the importance of unlocking one’s true potential, thereby driving deeper emotional connections between the Peak brand and Nigerian consumers.”
Peak Talent show she said is open to adults and kids. (However, restrictions apply for TV exposure or performers under 16 years of age, but can entertain at the city auditions). Auditioning for Peak Talent Show is free!
Some people may argue that, the above submission is hardly the case, but the realities of the market place is rapidly substantiating the point that for any business to make sales and profit, that business must get hold of the minds of the consumers. The mind is actually where the market is.
With the emergence of technology as the key driver in the world of business, it has become important for marketers to learn that, the globe is now a big theater of market activities – including the competition to get the consumers mind as a means of getting his attention to your goods and services. To this end, it is no longer enough to rely on old marketing mix like the quality of your product, the competitive price you offer, the advantage of advertising and your expensive network base. The market place is already cluttered by a bombardment of messages that hit the average consumer every minute of the day from different media channels – radio, newspapers and magazines, billboards etc. It is time to say that today’s marketing environment is fraught with even more challenges as marketers strive to attract and keep consumers. Studies have confirmed that generating new customers is more expensive than keeping existing customers. This is the reason most companies are inclining more to creative means of sustaining customer support, loyalty and patronage.
In Nigeria some of such means is the recent phenomenon of reality TV shows, CSR activities, donation, sponsorships and all. Most Nigerian companies are beginning to see the wisdom of deploying these platforms to reach, maintain and sustain customer engagement and loyalty. For instance, MTN’s “Who wants to be a millionaire” has gained much attention from the general public. So also is Gulder Talent Hunt, Milo U13 school championships, Zain African challenge etc.
And now, Nigeria’s foremost milk brand, Peak has joined in the train but in a different way. Last week FrieslandCampina Wamco, manufacturers of Nigeria’s premium Peak brand launched its ‘Peak Talent Hunt’ which is an extension of its thematic campaign, “It’s in you”. The show tagged “Peak Talent Hunt” will discover and develop individuals with special diverse talents in dancing, singing, music, miming, acrobatic display, juggling or indeed any amazing talent with entertainment value; everyone with any special talent or potential has the opportunity to bring it out and become a superstar.
Speaking at a demonstration and media presentation event held last week at the Sheraton hotel Lagos, the company’s Managing Director, Mr. Bob Steetskamp said that, “In 2008, the Peak brand launched its thematic campaign peak – It’s in You and wants to take it to the next level to communicate the importance of unlocking one’s true potential, thereby driving deeper emotional connections between the Peak brand and Nigerian consumers.”
Peak Talent show she said is open to adults and kids. (However, restrictions apply for TV exposure or performers under 16 years of age, but can entertain at the city auditions). Auditioning for Peak Talent Show is free!
