Projects

SME ACTIVATION IN BALOGUN, ASPAMDA AND ALABA INTERNATIONAL MARKETS

The Brief

Agency was to introduce the Stanbic IBTC Zero COT Account to Traders in the Small and Medium Scale Category at Balogun,  ASPAMDA (Trade Fair Complex) and Alaba International Market in Lagos.

The Strategy

Agency conducted a project recce in different parts of Lagos to identify key market leaders, regulatory authorities and other stakeholders who were enlisted as partners in and around these markets.

A project framework was developed by the agency, in conjunction with the marketing team, with inputs from the local branches of Stanbic IBTC Bank nearest to each location of activation.

Agency provided all regulatory permits, project route plan and all logistics required before and during the activation. Agency also provided live music and all the networking required to mobilise traders to sign up for the Zero COT SME Account.

Actual activation was executed by Direct Sales Executives from the bank, under the guidance of a Project Manager from the agency, whose duties included team motivation and ensuring that key benefits of the products being promoted are continuously referred to in every engagement with the traders.

Result

415 signups from 610 contacts made among over 1,119 traders reached in 3 markets by 27 Direct Sales Executives in 14 days. The activation created awareness for Stanbic IBTC Zero COT Account for SMEs in all the locations and beyond. This was largely due to the impact of flyers, gift items and other communication materials, which were creatively deployed to reach over 2,900 people engaged directly by the activation team in the 3 markets during the period.

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