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From Design to Dollars: How to Use Billboards to Boost Your Business · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:01
  Hello and welcome to the show. Today is an out and about
• 0:04
  episode so apologies if you hear any noise in the background.
• 0:07
  Now today on the show we are going to be looking at how we
• 0:09
  can use billboards to promote our businesses and yes you heard
• 0:14
  me correctly, we are going to be talking about billboards.
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  Now, for those of you who are kids of the Internet age,
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  billboards are those things that when you drive by the roadside,
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  you see there, there's a giant picture, It's a giant a banner,
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  it's a giant poster. It's a giant something on the
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  side of the building or by the side of the highway that
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  promotes a business or promotes an offering or promotes a
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  political candidate or promotes something.
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  So that's what the Billboard is essentially for those of you who
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  live in Abuja and you drive by Central District, if you're on
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  that road between Grand Square and Grand Square and Access
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  Bank, if you notice one of the uncompleted buildings to your
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  left on the left side of the road, assuming you're driving
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  towards the fire station, there's one of the uncompleted
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  buildings that they have this massive poster of.
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  What's this guy, Obo Davido? Yeah.
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  Davido. Yeah.
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  So Davido's on the poster, and they're promoting his his new
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  drink, the collaboration with Martel, I think it's called
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  Martel. And he has some new fancy
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  spirits rolling out and then stuff like that.
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  So essentially, it's just half the building that has been
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  devoted to Davido and the collaboration with Martel.
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  Now, the reason why I'm bringing this up is because those of you
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  who are born in the Internet generation might just assume
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  that billboards are dead and they have no role in promoting
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  businesses. But I'm just trying to show you
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  that even modern, trendy, young, sophisticated media
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  personalities, musicians, content creators, I mean, you
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  name it, they also use these sorts of things.
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  So Davido is there with the Billboard, you know, Mattel.
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  So I'm sure that they have been running some promotions on
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  Instagram to promote the fact that this guy now has his own
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  liquor on the market, you know, so that Nigerians can go and
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  buy, you know, you want to get high, you, you want some, you
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  know, some good spirits, you know, you know that Davido has
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  his own stuff. So I'm sure they can use Tiktok
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  and Instagram and things like that to promote it.
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  But then of course, they also thought it's fit to use
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  billboards. Then there's also this lady
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  Niger brand hot chick. I think if I remember her
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  correctly, back when she was going to do the international
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  Abuja something, I can't remember the event, she also had
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  billboards as well. But anyway, am I rambling our
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  billboards? Basically, I'm just trying to
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  tell you guys that look, billboards are not dead.
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  And for those of you who've been following my adventures about
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  being on radio, I'm trying to run some experiments to see how
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  analogue, old school, you know, things that people think can
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  contribute to your business. I'm trying to do some small
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  experiments to see how we can use them for business
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  generation. Because not everything has to
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  be, not everything has to be online.
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  Because when you're trying to promote your business, what
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  we're trying to look for actually is we're trying to,
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  we're trying to look for attention.
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  Yeah, let me put it that way. We're trying to look for
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  attention in the most cost effective and in the most
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  efficient manner possible. So sometimes just bear in mind
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  that a billboard might be one of those ways.
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  So even though Davido has an Instagram account, millions of
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  followers, and even though Mattel has all kinds of
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  collaborations with other Instagram influencers, millions
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  of accounts, they didn't choose to do the promotion exclusively
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  online. They thought it would be OK to
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  go to Abuja and cover half of a whole building with the poster
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  to let everybody know that the man himself, Obo now has his own
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  line of liquor. And even though Nigel Brand
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  Hotchik, she's really good on, you know, Facebook community
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  stuff, Telegram community, this, what else, WhatsApp community,
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  this e-mail list, you know, blah, blah, blah, all these
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  fancy text off. She also was throwing around
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  billboards. I'm around Abuja now.
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  The reason why I'm bringing this up is because there's a client
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  that I'm working for currently who's based in Benin and who
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  runs the gadget store. And he wanted to have the
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  conversation around billboards. And I thought, OK, you know, we
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  have over 1030 something, no 1044 / 1044 episodes now.
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  And I realized that I haven't done a single podcast episode
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  dedicated to billboards. So today is going to be that
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  one. So we're going to be answering
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  the questions, do billboards work?
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  How can we make them work? Yeah, let me just put it that
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  way. Do billboards work?
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  And how can we make them work for our businesses?
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  Now, you might not run a gadget store, you might not be opening
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  a line of liquor like David O is, and you might not be trying
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  to organise an international trade fair like Niger Brand Hot
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  Chick is doing. Sorry, forgive me.
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  I'm not sure what her name is. I know that it's Niger Brand and
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  I know that it's chick. But the adjective in between,
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  I'm not sure what it is. I'm not sure whether it is Hot
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  Chick or something Chick, but it's Niger Brand something
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  Chick. So your business might be
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  different, but still listen for the principles and listen,
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  listen for the principles and the frameworks that we discuss
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  here and then take those frameworks and those principles
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  and see how we can apply to your business and you should be just
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  fine. Now before we continue the shout
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  outs, because I haven't shouted out people in a while, so it's
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  really backing up. So First off, I'd like to shout
• 5:39
  out Atanda Yusuf. I'm assuming she's a female
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  because the only Atanda I met back when I was in school was a
• 5:46
  girl. But just in case you're not a
• 5:48
  girl, apologies. So Atanda Yusuf XI or he made a
• 5:53
  Spotify comment on the 29th of January 2025.
• 5:56
  That was sometime last week was Spotify comment.
• 6:00
  He or she enjoyed the show, of course, wanted some clarity on
• 6:03
  the nature of the podcast because at the point where she
• 6:08
  came on the show, I was talking about my experiences in radio.
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  So I made a all podcast episode dedicated to Atanda Yousuf just
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  to explain who am I, what the show is about.
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  Yeah. And stuff like that.
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  So Atanda Yousuf, if you check the episode that is titled your
• 6:25
  free business resource or something like that.
• 6:28
  It's something that I definitely published last week.
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  If you listen to that episode at Thunder, it will answer all your
• 6:34
  questions. But thank you very much for
• 6:36
  listening to the show. And if you derive value from it,
• 6:39
  please share the link with other people so that they can listen
• 6:41
  to the show as well. Then.
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  OK, shout out again to our beloved sister because she
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  definitely has the record for the most comments left so far.
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  That's May summer Agotruku. Oh, by the way, I miss my wife
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  is watching this thing called Chatham.
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  Chatham, of course, is an IBU period piece.
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  It's it's on, it's on Showmax if you're an online person, but if
• 7:08
  you're an online person, it's it's on DSTV.
• 7:10
  So Chatham, DSTV Showmax real nice.
• 7:13
  There's one of the characters there who is named Chatham.
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  Also a fine girl, just like the sorry that the character that is
• 7:21
  named Miss Summer. So also a fine girl like this
• 7:24
  Miss Summer who likes leaving comments on our podcast.
• 7:26
  But unfortunately the Miss Omar character there is not very
• 7:29
  kind. Let me just put it that way.
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  And then plus how Miss Omar is spelt different from yours.
• 7:34
  So it just makes me wonder how many ways can we spell this name
• 7:37
  Miss Omar? Because Miss Omar Aguchuku, her
• 7:40
  sister on the podcast, a member of her family, she spells hers
• 7:44
  NME. But then Miss Omar in Chatham,
• 7:47
  hers is spelled MME. And then so Miss Omar Aguchuku,
• 7:51
  shout out again because she left another comment on the 29th of
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  January 2025. OK, That was on the episode
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  about targeted advertising. Yes, about how your advertising
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  should be targeted so that you get much more effective results.
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  So I guess it's a good thing that I'm even shouting out to
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  Mr. Margo Chuku today because while we're talking about
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  billboards, you know, it's all one and the same advertising and
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  billboards, even though it's general, I'll be generic, you
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  know, as far as in the open address to everyone, we will
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  see, as we explore some of the principles now in the framework,
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  you'll see how we can use it as a form of targeted advertising.
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  So the shout outs for today are Atanda Yusuf and Miss Omar
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  Aguchuku. Thank you very much for
• 8:38
  listening to the show. Thank you very much for
• 8:40
  commenting on Spotify because the more you guys listen to the
• 8:43
  show and the more you guys comment on Spotify, the more
• 8:46
  Spotify he thinks that OK, what this young man is doing over
• 8:49
  here, Tavishima on the podcast is really good stuff.
• 8:52
  So let's share it to more people.
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  And by the way, if you'd love to connect for a strategy session
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  or a business audit or you have some questions you would like me
• 9:00
  to answer. The number is 08064662140.
• 9:05
  The country code is +234. For those of you who are not
• 9:07
  Nigerian, then I am on LinkedIn. Connect with me on LinkedIn, the
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  name to look for establishing Aiden.
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  So today is our billboard episode.
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  And like I said, it's because a client of mine wants to have
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  that conversation. He runs a gadget store in Benin.
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  And so these are some of the things that I told him that we
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  ought to pay attention to. So number one, of course,
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  billboards, the whole point of billboards, especially, you
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  know, coming from an old school background, let me just put it
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  this way. If you have the best billboard
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  in the whole world where you put it in the Sahara desert, you
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  know, is that going to work? The answer is absolutely no,
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  because in the in the Sahara desert, nobody's going to see
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  it. The only person who's going to
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  see it are those extreme sports people who are driving through
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  the Sahara, you know, on a three day something, something race or
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  extreme trekkers who are trying to do some live kind of thrill
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  or maybe somebody who gets lost in the Sahara desert.
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  But either way, if you have a billboard and you put it in
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  Sahara desert, you're not going to make lots of conversions.
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  You're not going to make money from that.
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  So when we're talking about billboards, high traffic, high
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  foot traffic, high Okada traffic, high driving, traffic
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  has always been a key consideration.
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  If you don't believe me, but maybe you grew up in Lagos like
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  I did, There was a time when 3rd Mainland Bridge, yeah, Third
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  Mainland Bridge off of 3rd Mainland Bridge, when you're
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  driving across the the ocean, there's this island off of the
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  Third Mainland Bridge where for a long time there was this
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  massive billboard on the island and I think was for Gooda
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  Ultimate Search. Yeah, I think was Gooda Ultimate
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  Search or something like that. And I mean, just think about
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  that, that whole stretch, the Billboard is there.
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  How many cars drive? I don't know.
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  I was going to say thousands of cars, 10s of thousands, let's
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  just say thousands of cars. I have no idea.
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  But all driving there. And that is prime real estate.
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  And that was not a bad place to advertise because all of people
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  who would be driving on that bridge would get to see your
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  message for an extended period of time.
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  Because it was a huge billboard. It covered the whole island.
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  So it's not like anybody could. It's not like, you know, you,
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  you can't miss it. And the Billboard is so big and
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  the bridge is so long that you had a good, I don't know, maybe
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  like 5-6 minutes before you drive past the Billboard.
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  So go to ultimate search, advertise there.
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  I think the three Orangemen from Miranda, this was the campaign
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  that was maybe decades ago. So someone you might not
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  remember was when 3 Orangemen were walking around Lagos and
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  was causing a bunch of rumours and stuff like that because
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  Miranda did not. It was a publicity stunt
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  basically, and they didn't disclose what it was about.
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  You know, we're just seeing men walking around in orange and
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  then it turned out that Miranda was back in the market.
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  Miranda is a really old school drink.
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  I still don't see them around. It's a drink like Fanta.
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  It's one of those orange drinks. So basically what I'm trying to
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  say is that, look, if we're dealing with billboards, it has
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  to be high traffic, high foot traffic.
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  Do plenty people walk on this road, high Arcata traffic?
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  Are plenty of Arcata people driving up and down, high car
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  traffic? Do motorists drive past this
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  road a lot? That's what we're trying to do.
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  Because if we put a billboard up where nobody's going to see it,
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  it's not going to make sense. Now for this guy who has a store
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  where he sells gadgets in Benin close to University community,
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  the key thing that we have to discuss now is OK, we say we're
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  going to do billboards, right? We now have to figure out areas
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  of high traffic for student locations because we've been
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  able to figure out that his ICP, the people that pay him the most
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  money are students. So we need to put up these
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  billboards in high traffic locations for students.
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  Now I haven't been to University of Benin High School De Nifa, so
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  I went to UII, went to the Akonga Aku.
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  Is it Akonga Akuku campus? Where else?
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  Some schools in on this school in Austria.
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  What's it called? I've been to a few universities
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  but not been in anyway. And of course UNILAC because my
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  brother was in UNILAC and where else?
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  Yeah, my wife. OK, well my wife was not in
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  UNILAC when I used to go to UNILAC.
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  But anyway, so schools like that, we have a main road in OAU
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  was called Rd. One, that long road that leads
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  in there. So those will be some of the
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  locations that I would recommend.
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  How about Rd. One?
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  Because everybody going into the school would have to pass
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  through Rd. One.
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  Now I'm not sure what that road is called in your university and
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  if you have that kind of Rd., because some schools like BSU,
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  Benoit State University, Benoit State University is a new
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  university. So it's, it's built next to the
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  road. So it's not as if there's a
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  massive Rd. you have to drive to, to get to the school.
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  So for someone who is trying to target students to sell gadgets,
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  high traffic might mean put your billboard on road 1, the main
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  road that leads into the university.
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  It might also mean put your billboards around areas of
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  student housing because of course, you know how it is in
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  Nigeria. Now you know, you have the
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  school, the school can maybe only accommodate maybe, you
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  know, 2 or 3000, but then the total student community might be
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  20,000. So that means lots of people
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  stay in town. So go and pick some of those
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  areas because you know, for those of us who lived in town
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  when we're in school, you know that for some reason some
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  students are just gone to some parts of town over others.
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  Try and put the billboards next to student housing, you know,
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  where lots of students are cluster.
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  They can also put it next to popular Hangouts, hangout
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  sports. You know, there's some of those
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  areas in town where guys go to drink beer, maybe to play pool.
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  There was this hotel in Ephia that had a swimming pool.
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  So, you know, people go there, just relax and have a good time.
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  So maybe you might put the Billboard there.
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  Let's see what else. You might also put your
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  billboard around popular shopping areas.
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  But whatever it is, I'm sure that you're beginning to get the
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  point that when it comes to billboards, we're trying to
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  freestyle and just trying to look at areas where there's
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  going to be high traffic because we need eyeballs to see this
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  billboard. Because if nobody's used this
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  billboard, then of course we're not going to make any money.
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  Now, of course, you put a billboard close to your store so
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  that people won't just drive by. If they're entering the street
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  and they see the billboards and there's a gadget store here and
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  you know, before they drive by, say, oh, that's the gadget
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  store, then they're just driving.
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  So of course, you got to put one close to the store as people
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  need to know that, OK, there's a store like this in the
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  neighborhood. Then when it comes to placing
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  billboards, especially those of you who currently live in Lagos,
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  you'd appreciate what I'm talking about right now.
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  Look for areas where there is no obstruction because you can get
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  a billboard and it's a nice spot.
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  But then maybe there's an orange tree that is growing there and
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  for now, the orange tree is small, so no problem.
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  But then you pay for the Billboard space, You pay for it,
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  I don't know, maybe two years, rainy season come and go, you're
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  not paying attention. Before you know it, the orange
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  tree has grown and has covered half the Billboard.
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  That's a waste of money because location is good.
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  But the orange tree or the mango tree or the what's it called,
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  this one that has palm fronds on it, you know, can grow and cover
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  half the Billboard and people are not seeing it.
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  So pay attention. Obstruction.
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  So, but this one is mostly a Lagos thing because you can have
• 16:49
  a billboard correct location, you put it up there no problem,
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  you pay for six months no problem and then you forget
• 16:57
  before you nobody, you know somebody will build house and
• 16:59
  the house will now come and block half your billboard.
• 17:01
  You know that kind of madness happens in Lagos.
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  As per this plot of land is vacant, there's nothing, you
• 17:08
  just go away. By the time you come back three
• 17:10
  months, somebody has built something, you know, so, so
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  ligrations, pay attention. After you pay for your
• 17:16
  billboard, go and collect your money back.
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  If at first it was good, then now there's a tree there and
• 17:22
  there was somebody has built a building, ground collection
• 17:24
  money back. So make sure there's no
• 17:27
  obstructions, no trees, no buildings.
• 17:29
  Then this is also something to consider.
• 17:31
  If you take a billboard and you put it in a busy spot, is that a
• 17:36
  good idea? Maybe, maybe not.
• 17:38
  There's some discussion around these sorts of things.
• 17:41
  There's some people who want their billboards to be the only
• 17:44
  billboard in that particular area so that people just catch
• 17:48
  the attention. Bam, one time like that
• 17:51
  billboard that used to be towards the ocean off the
• 17:57
  mainland bridge bridge in, in Lagos, the one that covered the
• 18:02
  whole island. So that one that is prime
• 18:04
  location, that's the only billboard people will see when
• 18:07
  they're driving on that road. And then there's some people who
• 18:09
  believe that if there's other billboards, if there's clutter,
• 18:13
  there is no big deal, that people might be looking at 1
• 18:16
  billboard because this one is fine.
• 18:18
  And maybe their eye will now, you know, just slide and then
• 18:22
  look at your own billboard too. So you never know.
• 18:25
  That's part of it. And that's one of the reasons
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  why billboards on, what's it called?
• 18:33
  Something square. Something square, it's in New
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  York, NY Times Square. That's why billboards in Times
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  Square are very, very, very expensive.
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  In my own opinion, I think Times Square is really busy because
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  anytime you look, it's just billboard, especially electronic
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  billboard. So image will flash, flash,
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  flash. You know, Beyoncé will flash,
• 18:55
  flash and go, you know, Jason Derülo billboard, flash and go.
• 18:59
  Coca-Cola will flash every. It just is like man is too much.
• 19:03
  So in my own opinion, I don't think advertising in Times
• 19:06
  Square, putting your billboard in New York Times Square, I
• 19:08
  don't think it's good money. But The thing is, because it is
• 19:12
  Times Square and it's a tourist location, it is famous for the
• 19:15
  billboards. And so lots of people go there
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  precisely to see the billboards. So maybe that's why in that
• 19:23
  case, even though you go there, you see like 100 billboards,
• 19:27
  everything electronic just be flashing in your face.
• 19:29
  Anyhow, maybe it might be a good idea because lots of people are
• 19:34
  going there who are tourists precisely to see the billboards.
• 19:38
  But those are some things to consider.
• 19:41
  So we've looked at how we need high traffic.
• 19:44
  We need to be close. Put one or two close to the
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  store on the same street, then no obstruction so that people
• 19:50
  can see. But in some cases, or like Times
• 19:56
  Square in New York, if there are other billboards, I guess that's
• 19:59
  not a problem. Now design.
• 20:02
  For those of you who are into graphic design, this is where
• 20:04
  you guys should excel. Make the damn thing easy to
• 20:06
  read. No clutter, keep it simple, keep
• 20:10
  it short because there are some billboards that maybe like
• 20:14
  you're driving. And all I want is babe, please
• 20:17
  help me get the phone number. I'm driving.
• 20:19
  I can't get the phone number, but there's so much GISBAO on
• 20:23
  the damn billboard that you know, my wife can't find the
• 20:27
  phone number. Like, oh, I can't find the phone
• 20:29
  number because there's too much information.
• 20:32
  So take it easy when people are designing these, your
• 20:34
  billboards. Sometimes people put too much,
• 20:36
  too much information. So just calm down, keep it
• 20:40
  simple. It's the same thing for those of
• 20:41
  you who are trying to promote your businesses.
• 20:43
  And then you create these things and then you wrap your car
• 20:46
  around with the information. Sometimes you put too much
• 20:50
  information like I saw this one is a fumigation company.
• 20:55
  So like, oh babe, babe, I beg, help me get the number.
• 20:58
  Let me call them the next time I have to fumigate the house.
• 21:00
  I can't find the phone number and lo and behold, there's just
• 21:03
  too much information. We can't find the phone number.
• 21:06
  So keep these designs simple. Maybe when you design this
• 21:11
  thing, you're designing on desktop and then you have time
• 21:13
  to sit down and you read it. You forget that when it's a
• 21:16
  billboard, somebody is driving by.
• 21:19
  So they need to be able to see this thing and maybe just do
• 21:22
  screenshots and then get the phone number or write down the
• 21:25
  phone number or find the Instagram handle or something.
• 21:29
  But whatever the call to action is that you're putting up on
• 21:31
  this thing, just make this thing simple.
• 21:34
  Make the design easy to read on your desktop.
• 21:37
  You can read anything when you're driving at night.
• 21:41
  It does not mean you can read everything.
• 21:43
  In fact, that will be a Davido example.
• 21:47
  For Davido and the Martel thing, first of all, his face is half
• 21:51
  of the banner. Yeah, of course.
• 21:52
  Fine chicks, one fine chick to the left, one fine chick to the
• 21:55
  right. Then the bottle is also dominant
• 21:57
  in the image. And then some small texts.
• 22:00
  I can't remember what it was. Then I think under 18.
• 22:05
  Drink responsibly. Something something, something,
• 22:07
  you know, as in just simple passes across the passage.
• 22:10
  Davido now has his own brand of shayo.
• 22:14
  He must be 18 years old. Drink responsibly.
• 22:16
  If you want to know more, check this website, check this
• 22:19
  Instagram handle. Simple.
• 22:22
  So when you're doing the design, I'm not saying go and look at
• 22:24
  the Davido thing and then copy it.
• 22:26
  I'm not saying copy that. I'm just trying to say keep it
• 22:29
  simple. In their own case, they're
• 22:31
  trying to promote something. Davido has his own shadow.
• 22:35
  You must be 18 years old to drink.
• 22:37
  If you want to know more, visit here.
• 22:39
  And they designed the Billboard to say exactly that.
• 22:44
  So make your designs easy to read.
• 22:48
  Let not be that because you just graduated from computer design
• 22:52
  school, you want to show everybody that you can do
• 22:54
  everything. So you do embossing, you do
• 22:57
  gloss, you do math, you do this, you do that.
• 23:00
  You put 5 images, you put all the list of services, you put
• 23:07
  like 7 phone numbers on it. In fact, that's the one that
• 23:09
  really, really ticks me off. Like why in the world did you go
• 23:14
  and put 57 phone numbers on top a a billboard or, or a flyer or
• 23:20
  something like that? Put one or two phone numbers.
• 23:23
  Just put one MTR #1 glow number finish or one MTR #1 glow #1
• 23:29
  Airtel number finish. Just leave it like that.
• 23:32
  Simple. It's a bit much when somebody's
• 23:35
  driving by and the husband says, oh babe, help me get the phone
• 23:40
  number. And it's like, you know, there
• 23:42
  are 10 phone numbers there. That's ridiculous.
• 23:44
  That's too much. All right, where are we?
• 23:48
  Where are we compelling message now?
• 23:51
  So if you think should have a compelling message, since we're
• 23:53
  dealing with students, it would be OK in this case to use slang
• 23:58
  and things that students can relate to because, you know,
• 24:00
  we're not, we're not messaging to the general public.
• 24:05
  That's in this particular case, all my clients is he runs a
• 24:08
  gadget store and he's targeting students.
• 24:10
  So for the message, you have to consider what the value
• 24:13
  propositions are. Now, since he sells gadgets, the
• 24:16
  value proposition, the value proposition just means what is
• 24:18
  the main reason why people are doing business with you?
• 24:21
  What value do they get out of it?
• 24:22
  So the value propositions for selling gadgets, you know, can
• 24:25
  be simple. So there's this whole thing of
• 24:26
  affordable or best deals. That's the one that you see
• 24:30
  every single year when it's what's this thing called Black
• 24:34
  Friday, Black Friday, Jumia, Black Friday, this Black Friday,
• 24:38
  that Black Friday, and then you see the billboards all over the
• 24:41
  place. Oh, by the way, are you guys
• 24:42
  seeing a pattern now? Jumia and Conga online retail,
• 24:47
  big on Instagram, big on website, big on everything.
• 24:49
  But can you see that when the time now comes, Black Friday,
• 24:52
  they have absolutely no problem paying for money for billboards
• 24:56
  in Lagos and Abuja. So for those of you who came who
• 24:59
  keep saying billboards are dead and it's not that billboards are
• 25:01
  dead, everything has a time and a place.
• 25:04
  So it depends. So for the rest of the year,
• 25:06
  Jumia and Conga will continue to advertise online but that one is
• 25:11
  Black Friday. Black Friday, best deals, huge
• 25:14
  discount. They will go and pay for
• 25:15
  billboard next to Wusse market which is a one of the busiest
• 25:19
  markets in Abuja. They will go and pay for that
• 25:20
  big bill, big billboard there. So that heavy food traffic,
• 25:25
  everybody, young and old, rich and poor can see there that
• 25:28
  Jumia is doing Black Friday and you can now buy laptop, instead
• 25:32
  of buying it for 200 K, you can now buy it for 75 K or whatever,
• 25:37
  just so that people will rush to the site.
• 25:40
  So there's a time and there's a place.
• 25:43
  And even people who have huge businesses online also use all
• 25:47
  these old school methods, Billboard, newspaper, flyer, TV,
• 25:53
  radio, they still use it to promote the business.
• 25:56
  Think about it, Big Brother is ATV thing, right?
• 26:00
  They still advertise on radio. Anyway, let me know if I flog
• 26:04
  that message. So the value proposition now for
• 26:06
  somebody in the tech space, gadget space #1 might be
• 26:09
  affordable best deals, 80% off Black Friday, iPhone, iPhone Pro
• 26:19
  Max new and in town, mint condition UK fairly used for 20%
• 26:27
  off, you know, something like that.
• 26:29
  So that's one value prop affordable the best deals.
• 26:32
  Then another value prop is latest gadgets.
• 26:35
  You know, so latest gadgets, so excuse me, so latest gadgets,
• 26:40
  everything in tech latest PS4 latest Mortal Kombat latest
• 26:46
  latest that newest this newest that straight from Paris are
• 26:51
  seen in London as you know. So that's one value prop latest
• 26:55
  gadgets. We have everything in store.
• 26:57
  Then another value prop for these stores that deal in
• 27:01
  gadgets is trading cause some of them allow you if I didn't even
• 27:05
  know until I I had an iPhone 6 that I had to get rid of a while
• 27:10
  ago and I was surprised that at the time because the iPhone 6
• 27:14
  itself it wasn't really my own. No because was my cousin Moise.
• 27:18
  Moise had used it for maybe like 2-3 years and passed it on to
• 27:21
  Mumsy and Mumsy now use this phone for me like another 2-3
• 27:24
  years and then pass it on to me and I used this phone for
• 27:27
  another 2-3 years. You can see that already the
• 27:29
  phone is is almost entering like 15 years old.
• 27:33
  So I'm surprised at the time when I somebody told me I could
• 27:35
  sell the iPhone 6, I said who buy iPhone 6 Now that this
• 27:38
  iPhone 12 iPhone, this iPhone that they said don't worry that
• 27:42
  people will buy it just go to Banix Plaza and we say to I said
• 27:47
  OK, no problems. I went to Banix Plaza and I met
• 27:50
  the first person and I said OK I want to sell my iPhone 6 is this
• 27:54
  something you buy? The guy said of course now I
• 27:56
  said he said bring it down let me see.
• 27:59
  The guy looked at it looked at it looked at it.
• 28:00
  He said boss for this one I give you 10.
• 28:03
  Ki was shocked. I said OK but I started forming
• 28:07
  a safe and I said no no no I changed my mind.
• 28:10
  So I just took before and then I left.
• 28:12
  I went to another place and then the guy looked at it and I said
• 28:16
  how much? The guy said OK for this one I
• 28:17
  give you 12 K. I said no.
• 28:20
  So I took my phone. I left and then I went to
• 28:22
  another place and then I asked the guy looked at it and then he
• 28:26
  said he would give me 15 K. Now in my own mind I was like OK
• 28:28
  I went to three places. The first guy said he would give
• 28:31
  me 10, second guy said he would give me 12.
• 28:33
  The third guy who said he would give me 15 man, I just said OK
• 28:37
  no problem. I said alright give me my SIM,
• 28:39
  erase the phone in my very front format, the whole thing.
• 28:43
  But the guy wanted me to fill police report and everything
• 28:45
  just so no police something Shah just so that nobody harassed him
• 28:49
  that he stole the phone. So I filled it.
• 28:51
  I removed my SIM card and then that's it.
• 28:53
  Then when I got home I called my mom.
• 28:54
  I said hey mommy, you don't believe what happened.
• 28:55
  She said what happened? I said remember that phone?
• 28:57
  That was his phone. I said yes.
• 28:59
  She said yes. I said I sold it to her.
• 29:00
  She laughed. She said it's a lie, you
• 29:02
  couldn't have sold it. I said seriously mommy, I sold
• 29:04
  that phone. How much did you sell?
• 29:05
  IF15K say how much? 15K And we had a good laugh
• 29:08
  about it. But sure these people do things
• 29:10
  like that. So if you want to come and buy
• 29:12
  iPhone Pro Max and let's say iPhone Pro Max is, I don't know,
• 29:17
  maybe 500 K and you have iPhone 18 or something, I don't know,
• 29:22
  you know, I'm not, I'm not an iPhone person.
• 29:26
  So I don't know which is which. So let's say iPhone Pro Max now
• 29:29
  it's 500K and they have iPhone 18.
• 29:32
  They can say, OK, bring this iPhone 18, we'll give you 100K,
• 29:36
  we'll take 100K off. So that for the iPhone Pro Max,
• 29:40
  instead of paying us half 100K, you only pay US400K.
• 29:43
  So they do things like that. So that is also one of the value
• 29:48
  propositions for someone who is traded in gadgets, like my
• 29:52
  client in Benin who is targeting students.
• 29:55
  So it's something that can be on the Billboard, you know,
• 29:57
  changing. So now in town iPhone Pro Max
• 30:01
  accepting trade insurance come with your come with any of your
• 30:07
  old iPhones and get up to get up to so, so, so percent discount
• 30:14
  or so, so, so amount discount or whatever, you know, trade
• 30:16
  insurance available exchange available, you know, exchange in
• 30:19
  store. So those are the kind of things
• 30:21
  that you can put on the on the on the Billboard.
• 30:28
  So those are some of the value props.
• 30:29
  Remember, we're talking about messaging now, the kind of
• 30:31
  messaging that you will put on the Billboard, but we're
• 30:34
  contextualizing it to somebody who sells to students and who
• 30:37
  sells gadgets. So in language that they can
• 30:40
  understand, you'll be telling the students, either come here,
• 30:44
  excuse me, come here because we have affordable gadgets or come
• 30:49
  here because we have the best deals in town.
• 30:52
  Or come here because we have the latest gadgets.
• 30:55
  Or come here because we have everything in store that you
• 30:59
  need. Or come here because we allow
• 31:04
  you to trade in your old phone and get a new phone, your old
• 31:07
  laptop and get a new laptop. And when it comes to the call to
• 31:10
  action, keep the thing clear. Remember, no clutter.
• 31:15
  So what is the message? Is everything going to be there?
• 31:18
  And then the message is, excuse me, visit the store now or call
• 31:24
  080, blah, blah, blah, blah, blah.
• 31:27
  Or is the call to action going to be follow us on the Instagram
• 31:30
  handle? If you've been listening to this
• 31:32
  show for any length of time, you know that for me that is not my
• 31:34
  favorite because this is all about sales.
• 31:37
  We're trying to get people to buy stuff.
• 31:39
  So I don't really see why the call to action will be go to
• 31:41
  Instagram handle or go to website.
• 31:44
  We're trying to get the people to come and liaise with US1 on
• 31:48
  one. So I don't see why people create
• 31:50
  all these wonderful billboards and they now say go to Instagram
• 31:53
  store. Like how do something that
• 31:55
  brings them closer to you If you send them to the Instagram or
• 31:59
  you send them to the website, you're just putting them on
• 32:01
  another long story. The person can go to the
• 32:05
  website, be checking on your website and then from there.
• 32:08
  So let me try another website like no for me shall always
• 32:13
  follow on Instagram and visit the website.
• 32:15
  I don't like it. I don't think that is a good
• 32:16
  call to action. Visit the store.
• 32:18
  That's a good call to action. Let them come inside.
• 32:20
  Let us liars one-on-one, call 080, blah, blah, blah, blah,
• 32:24
  blah. Let them call.
• 32:26
  Let us lie as one-on-one. They give me a chance to close
• 32:29
  the deal. You can even put QR codes, let
• 32:32
  somebody scan in and well, I've seen this thing done
• 32:36
  beautifully. I can't remember the event I was
• 32:39
  there was a QR code. When you scan the thing, the
• 32:41
  thing will take you straight to the guy's WhatsApp inbox.
• 32:44
  So from there you can ask him a question.
• 32:47
  So these are some of things that we should put on the Billboard.
• 32:49
  If you want to put follow us on Instagram, follow us on Twitter,
• 32:53
  follow the website, you know, that's up to you.
• 32:55
  My left initial, the whole point of putting all this time and
• 32:59
  money is to try and get people to come to us one-on-one so that
• 33:03
  we can talk and we get a chance to try and sell our product to
• 33:06
  our service. So the closer the call to action
• 33:09
  is to purchase or the closer it is to me, the business person
• 33:13
  for me, the better. Visit the store, they will come
• 33:16
  and see me. Call 080.
• 33:18
  I'm the one that will pick up the phone, scan the QR code, it
• 33:22
  will enter WhatsApp inbox. I am the one who reply to the
• 33:27
  message. So that's what I for me, that's
• 33:29
  what I prefer. Then for budget and duration.
• 33:34
  There are also companies who provide billboard services.
• 33:36
  So just call them up, you know, find out how far.
• 33:39
  But since my guy, the my client, he targets students and I
• 33:44
  recommended putting one in the main road Rd. one, I would
• 33:49
  suggest you also contact student services or the student union to
• 33:53
  find out you know how much and what can be advertised, what can
• 33:58
  be advertised because there are some universities in Nigeria
• 34:01
  where it is against the school policy that you will not
• 34:04
  advertise alcohol on campus. So it's just one of those
• 34:08
  things. There are some schools that
• 34:09
  allow some advertisements and some schools don't allow other
• 34:12
  advertisements. So you need to ask, because if
• 34:15
  you go, you negotiate, you pay. Let's say you pay 500K for the
• 34:21
  Billboard. You put up the whole thing and
• 34:23
  the students, you know, say no, we do not advertise these sorts
• 34:26
  of things here. And then they tear your
• 34:27
  billboard down. the Billboard person will say, look, you paid
• 34:32
  for the space. I gave you the space.
• 34:34
  You know, you're on your own. That's it.
• 34:36
  You won't get your money back. Maybe you should be able to go
• 34:41
  to court and make a case. But I'm just telling you that
• 34:43
  this is Nigeria and I've been a student on Nigerian campuses
• 34:48
  before. If you enter that kind of one
• 34:50
  chance, believe me, you have lost your money.
• 34:52
  So do your research ahead of time.
• 34:54
  Is this something we can advertise?
• 34:56
  So some universities will not allow you to advertise alcohol.
• 35:01
  Some universities up north will not allow you to advertise
• 35:04
  anything that might not be what's the word kosher is coming
• 35:09
  to my mind, no kosher, halal or in line with certain kinds of
• 35:15
  ethics. So just when you're advertising
• 35:18
  to student communities and universities, do your research
• 35:20
  ahead of time. Then one thing you guys need to
• 35:25
  know about not just my clients, but those of you are considering
• 35:29
  billboard is when it comes to billboard, there's plenty of
• 35:31
  harassment from local government.
• 35:34
  So if you want to put up billboard in Abuja, for
• 35:36
  instance, Amak, do harass your life.
• 35:39
  Have you paid this permit? Have you paid that permit?
• 35:41
  Have you seen us? Have you settled this?
• 35:42
  Have you settled that? So just be ready for that kind
• 35:45
  of harassment. They're always looking for who
• 35:48
  to harass and who to intimidate and who to whatever.
• 35:52
  So you want to put up your billboard, Just be ready.
• 35:54
  Local government people, they will come and be knocking on
• 35:56
  your door. They will find you.
• 35:59
  So for me, sometimes I think you should preempt these sorts of
• 36:02
  things like I have a phone number for somebody in local
• 36:07
  government office, in sorry, in municipal office, Abuja
• 36:12
  municipal council, that's Amak in Abuja, all the states of the
• 36:15
  federation, you guys have LG as local government officer, local
• 36:19
  government. This here we have Amak, Abuja
• 36:21
  municipal area council. So I have the phone number for
• 36:24
  somebody in municipal council where I used to go and pay my
• 36:29
  what's the Billboard levy, Abby advertising levy or something
• 36:31
  when I had my studio. So it always helps to have
• 36:35
  somebody's phone number so that when boys are harassing you, you
• 36:37
  can call up and say, you know, hey, now that these guys came,
• 36:41
  they said that from you, is it legitimate?
• 36:43
  Is this something or I beg, talk to your boys, let them stop
• 36:46
  harassing me. When I have money, I'll come and
• 36:47
  pay. I beg talk to them.
• 36:49
  So it always pays to have somebody's phone number like
• 36:52
  that. So if you're considering these
• 36:53
  sorts of things, you know, strolling through the office,
• 36:56
  make one or two friends there, collect one or two phone
• 36:58
  numbers. You will help.
• 37:01
  Then let's see what else and timing.
• 37:05
  So it's not just about where you put the Billboard.
• 37:07
  Timing is also important since we're talking about student
• 37:09
  population. Now there are some towns that
• 37:12
  are university towns, like OAU is a university town.
• 37:15
  So basically that means when school is not in session, the
• 37:18
  town becomes quiet. Because when I was in OAU back
• 37:23
  then, the student community was 2023 thousand strong.
• 37:28
  So when school is no longer in session, what that means is
• 37:30
  23,000 people, just they disappear, they leave the
• 37:34
  community. So there's no point in you
• 37:37
  putting up the Billboard at a time when nobody is there.
• 37:43
  So a place like BSU benefited University Mark Woody is not
• 37:48
  really a university town. So even if school is not in
• 37:49
  session, no problem, other people will see.
• 37:52
  For Benin, I don't know. I haven't been there.
• 37:55
  So I don't know if it's a university town or if it's a
• 37:57
  trading town, you know, So I don't know.
• 37:58
  But if you're considering one of these sorts of things and your
• 38:01
  town is a university town, like my master's, University of
• 38:05
  Aberdeen, Aberdeen was an oil and gas town and university town
• 38:08
  and oil and gas is seasonal, I think.
• 38:12
  I think they don't work during the winter.
• 38:14
  And then sometimes school is on holiday.
• 38:16
  So if the oil and gas industry is on holiday and the school is
• 38:20
  on holiday, there's no point in putting up that billboard
• 38:23
  because what that means is half the town has, you know,
• 38:25
  disappeared. Everybody has travelled home for
• 38:27
  holiday. So also consider timing around
• 38:30
  these sorts of things. Which season, which, yeah,
• 38:37
  consider timing. So for those of you abroad,
• 38:39
  seasons now become important. You know, summer when
• 38:41
  everybody's happy or winter when it's cold and everybody's
• 38:44
  depressed and inside. And therefore university towns,
• 38:48
  was it at resumption when everybody's around?
• 38:51
  You know, like, I would think this is just a guess, but I'm
• 38:55
  not a specialist. My guess is maybe during exam
• 38:58
  time, because during exam time school is hot, everybody's
• 39:01
  studying. So maybe that might not be the
• 39:03
  best time to put up your billboards advertising your
• 39:06
  stuff. So any I don't know, but this is
• 39:07
  just a, a hunch. It's a guess.
• 39:09
  Well, sometimes that is what sales is about.
• 39:11
  We take our most educated guesses and we try and see how
• 39:13
  we can get things moving. Then we should always try and
• 39:18
  track results. I've already told my clients
• 39:19
  that they need to buy this clicker and give the security
• 39:22
  guard so that as people are coming into the store, you click
• 39:24
  and click and click. So that's how we'll know if The
• 39:26
  thing is working. So let's say before the the
• 39:29
  Billboard goes up, the security guard is clicking and maybe on
• 39:32
  average 50 people are entering the store.
• 39:34
  But then week 7:00 we put up the Billboard and then from week 8,
• 39:39
  we notice that now it's 150 people entering the store every
• 39:42
  single day. I mean, it's a rough guess.
• 39:45
  We can't know for sure, but it's a rough guess that on average
• 39:49
  used to be 50 people entering the store.
• 39:51
  Then we put up billboard in week 7.
• 39:53
  Then from week 8, full traffic now became 150 people in the
• 39:58
  store every single day. We can guess that OK, the
• 40:01
  Billboard is working. So that's an old school way of
• 40:03
  tracking it. You just be clicking and be
• 40:05
  counting number of people that are coming every day.
• 40:08
  Now also another reason why I want my guy to be tracking
• 40:11
  number of people that are coming every day is because I also want
• 40:14
  to compare and track the number of sales that they close.
• 40:18
  Because if 50 people come in every single day and we only
• 40:22
  sell 10 things. And then 150 people come in
• 40:25
  every day, but we're still only selling 10 things.
• 40:28
  Then there's a problem. It means we need to train up the
• 40:30
  staff. The staff need to be able to
• 40:33
  know how to have conversations with people, how to figure out
• 40:36
  what they want and how to close the sale.
• 40:41
  So that's also another reason why.
• 40:43
  So when you put up these billboards, don't just put it up
• 40:46
  and then go to sleep, be tracking.
• 40:48
  Is it working? Where are people coming from?
• 40:50
  Try and figure this thing out. Then you can also check your
• 40:54
  websites, your Instagram because sometimes when the Billboard
• 41:00
  goes up, the website traffic also goes up.
• 41:02
  Because remember for Jumia and Conga and all these places,
• 41:06
  Black Friday, they want every single Nigerian to check the
• 41:09
  website. So if you're the head of Jumia
• 41:13
  and you tell your people for this Black Friday, we will do 2
• 41:19
  billboards. We'll do one big billboard in
• 41:22
  Abuja at USA market and then we'll do one big billboard in
• 41:29
  Lagos at Ojo Dubaga. Yeah, at Ojo Dubaga.
• 41:34
  Then you also now check the website on that day and see
• 41:39
  website traffic there. OK, normally maybe it's only 2
• 41:43
  million people that visit the website every day.
• 41:45
  But then if after you put up those billboards, the thing now
• 41:47
  spikes to maybe 5 million every day, it's a guess, but it's not
• 41:51
  a bad guess that OK, I guess the billboards are working.
• 41:54
  But Shah, what I'm just trying to say is that when you put up
• 41:56
  those billboards, don't just put it up and then go to sleep.
• 41:58
  I'm also trying to figure out, is this billboard working?
• 42:01
  Because the whole point of tracking these sorts of things
• 42:03
  when it comes to sales and business development is if you
• 42:06
  figure out something that is working, do it.
• 42:08
  Again, if you figure out something that is not working,
• 42:11
  either optimize it or stop doing it.
• 42:15
  So regardless of what people say, if billboards work for your
• 42:19
  business, my brother, my sister continue to do the Billboard
• 42:23
  until he stops working because that is what it's all about.
• 42:26
  It's about the results. And yeah, so that's it.
• 42:31
  Remember, if you'd love to connect for a business audit,
• 42:36
  for a strategy session or if you have questions, the phone number
• 42:39
  is 08064662140. The country code is +234.
• 42:46
  That's my WhatsApp number. Then connect with me on
• 42:49
  LinkedIn. The name to look for is Tava
• 42:50
  Shima Aide. Thank you very much for your
• 42:53
  time and your attention. I'll catch you guys at the next
• 42:55
  episode.