By Princewill Ekwujuru

The Division for Social Policy and Development, DSPD of the United Nations Department of Economic and Social Affairs, UNDESA is committed to the promotion of people’s empowerment and social development globally. This commitment is administered by DSPD as part of its mission to promote more equitable growth in companies, particularly individuals, seeks to identify innovative approaches for poverty reduction, social integration, full employment and decent work for all.

This may have informed the reason companies globally have keyed into this commitment to empower people (Consumers). Here in Nigeria, several companies, from banks to phone manufacturing companies, broadband providers, to online stores and manufacturers of   beverages; tea, drinks have joined in the fray of empowering   people. This brings to mind the recent empowerment programme of Intercontinental Distillery Limited, IDL, where it distributed over N313 million to its distributors to grow their businesses.

Like IDL Managing Director, Chief Patrick Anegbe said:   “the essence of celebrating excellence and rewarding hardwork is to encourage the distributors to invest more in their businesses and also rekindle the drive to grow their businesses.  Diamond Bank Plc’s DiamondXtra promo where customers earn salaries for life alongside other cash prize ranging from N250,000 to N2 million.

Speaking on the reward scheme, Ms. Aishah Ahmad , Head, Retail Financial Services of the bank said:   “we value our relationship with our customers because we believe that the strength of any relationship comes from listening, understanding and responding adequately to the needs of our customers. This is why we commenced the scheme to meet some of the financial goals of our customers.”

In December 2014, Broadband service provider, Smile Communications Nigeria Limited announced a 25-day promo which was perceived by industry observers as a worthwhile yuletide offer. Smile empowered its subscribers by offering a Wifi Router with 20GB and 12 months validity for just N23,000. The company’s Chief Marketing Officer; Mrs. Alero Ladipo, said the offer would give individuals the opportunity to stay connected during the festive season with family and friends by receiving value for the right price.

“Also customers stand to benefit from the out of bundle rate that would apply to their respective bundle for the 12-month period of the promo, which will remain the same as the in-bundle rate, giving customers consistent value all year round. A good way to start the New Year,” Ladipo said.

Also speaking recently in Enugu, Marketing Manager, Gulder, 33,More, Life and stout category, NB, Emmanuel Agu, stated that the concept of the Guilder National Consumer Promotion, NCP   has to change to be all encompassing, because the earlier Gulder ultimate search was streamlined for a particular section of the public, a situation he described as not too palatable for the brand, because the brand wanted other consumers to participate and feel connected to the brand.

However, in Enugu, the promo took a difference,   at the Nnamdi Azikiwe International stadium   take-off of the NCP promotion,   the crowd was typical of the political campaign periods,   but it was not, it was the search for the ultimate winner of a Hyundia Elantra car worth N5.2 million and other consolation prizes. The promo which is pan Nigeria is spread across eight states of Enugu, Ibadan, Lagos, Port-harcourt, Owerri, Calabar and Onitsha.

The reward system for the promo was in two phase, one from the race which culminated into the search for the ultimate prize   and   the other a raffle draw. For the chase to win the car, Chinedu Odimgbe, an engineering student who recently finished from the Enugu State University of Science and Technology, ESUT, who was waiting his service letter carted home the ultimate prize, upon discovering the box containing the car key.

According to him, “I have been watching Gulder ultimate search since 2005, I have been following   it on the facebook and other social media platforms. I watched Michael Nwachukwu win in 2005, this, eventually moved emotion for the promo.”