RELATIONSHIP BUILDING/EXPERIENTIAL MARKETING IS NOT IDLENESS
Ben Udechukwu
I have read several comments suggesting that the estimated 20,000 Nigerains who were at the Eko Hotels & Suites venue of Hilda Baci ‘s ricw cooking event were mostly jobless Nigerian youths.
First, the attempt at cooking the largest pot of Nigerian styled jollof rice is enough tourist attraction. Taking time off to witness that rare vista cannot be any less exciting than seeing the London eye.
Most importantly, the audience is an admixture of all kinds of people who are neither hungry nor jobless. They are mainly people who came to support their own. “In marketing, the act of providing a “cake” to cheer a seller at an exhibition without buying or selling is a form of relationship building and experiential marketing, intended to foster goodwill, create positive interactions, and enhance brand image, rather than immediate transactions”
Let us stop denigrating others for the choices they make. Some of us attend harvest/bazaar event of our various churches without buying or selling anything.
#benudechukwu
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