Glo Brand Ambassador Programme: between marketing and altruism
Globacom, Nigeria’s second largest telecoms operator, is a wholly-owned Nigerian company belonging to the massive business empire of Mike Adenuga, Nigeria’s second richest person, with 100% of its shares held locally. It is an international brand with about 35 million subscribers, 24% share of the Nigerian telecoms market, and majority of Nigeria’s internet users. This is one brand that is very strong, now even beyond the south-west of Nigeria and prides itself as the king of data, evidently. And it has made a lot of things easy and possible in Nigeria. It charged the least for SIMs; and Glo it was that paved the way for per-second billing in Nigeria after MTN and Econet had made it seem impossible. However, in marketing the Globacom brand, or Glo Mobile, if you like, it embarked on a gargantuan Brand Ambassadorship programme, more than any other brand in Nigeria, or in Nigeria’s history. It is Glo that has spent money the most on non-glowing brand ambassadors. The strateg...

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