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The Soklin promo Ad that failed to push a campaign

By Princewill Ekwujuru
No doubt, Soklin washing detergent has  overtime occupied the leadership position in the sachet detergent market, but with the on-going campaign tagged scratch and win promo, the advert pushing the promo, rather than impact on consumers  has been repulsive.

In promotions, gifts or monetary rewards are not a enough to pull customers to a brand, but  a well planned and creative advertisement is sure to draw the attention of prospective customer (s) to a product.

However, in every given promo, companies offer cash rewards or gift items to lucky consumers for their loyal patronage, others creatively skew the pricing of their goods and services to attract more patronage or retain loyal customers. For the consumers, there is first the joy in participation.

In the case of the rewarding organization, promotions and reward programmes help them to determine the profiles of its customers. It can be used to gather information about customers’ buying habits, typical expenditures and other preferences. This information is also useful for other purposes. The producer of the product can through it discover opportunities to increase sales to a particular section of the customer base. Also, it may be useful for the development of a separate marketing campaign to target new customers who share similar demographic or psychographic profiles with the already discovered ones or others that are not in the category at all.

In Nigeria, many consumer promotions have been anchored on raffle draws. Many of these draws have succeeded in rewarding loyal customers of the brand while others have drawn criticism from the public based on noticed impropriety and unnecessary gap that the rewarding companies allow in the conduct of draws. A lot of raffle draws are shrouded in enough mystery to attract curiosity about its defined mechanics.

In the past, a particular soft drinks producing company was caught by the authorities in the act of fraudulent practices which occurred in the process of one of the popular crown cork jamborees. Winners of prizes, especially the star prices were denied the ownership of the won prizes and some of them cried foul. The controversies that ensued attracted the attention of the authorities and that was it for the bottling company.

With the on-going Soklin promo. Public view on the advert ran thus; “that Soklin advert is annoying, it is dry, it does not have creativity, it is horrible, Mrs. Josephine Umeh, a trader said.

Mrs. Joy Akparanta, a house wife said, “I watched the advert once, since then I decided not to watch it because it is not catchy, particularly when a set winners a show everyday.”


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