Yesterday over 50 people sent me various donations all culminating in the total sum of N5m
Some people have expressed their amazement at how I can do it so easily and on WhatsApp
One person even asked if I would call or visit people, and I said no. I’ll broadcast and head to my day’s work and watch the funds trickle in
To be candid, I didn’t have the confidence that I would hit theN5m mark, my thinking was just for me to match the N3m of last year and be thankful
So when I hit N250k by 6am, I just resigned myself to fate and resolved to move steadily
The first strategy is what my friend calls grace. Edgar, you have the grace, and never forget that.
True, some of these things, I cannot explain. Like how a client calls late at night and asks for advice, and after the advice, says – how much do u have left to hit your mark, and I say N500k, and he gives me.
That is grace, my people
Another reason is the product – widows are my dying passion. Everybody loves widows, everybody wants to assist them and I’ve been singing this song for years and have raised millions of Naira for them
This makes it compelling to get support from all.
Integrity. People know that even as I broke like this, I will never divert funds meant for widows
Instead, I’ll give them my last shirt and walk away. So when I ask people to give me, they respond.
Now the marketing strategy
I’ve been saying that I have built a market of about 10,000 people on my WhatsApp comprising over 30 broadcast lists with about 250 each
In addition, I belong to another 20WhatsAppp group which spans alumni, estate, business, politics, family, childhood friends etc
These 10,000 people have an intimate relationship with me as a result of my posts, cartoons, essays etc
I interact with all10, 000 daily. Some love me, a lot hate me but whatever the case, you will hear from me and that makes you feel you know me
This is why whenIi meetsomeonee physically, they greet me like along-lostt frien,d and Iwonderg where we met.
Then I have a small catchment of strong backers and here u find people like Ken Etete, Kola Adeshina, Gabriel Ogbechie, Chike Ireogbunam, Dr Ebose and Laide Agboola amongst others
People like Dr Fasoranti, Nonso Okpala, Jalo Waziri – when he is ina good mood also deliver the goods
Yesterday the heavy hitters took 40% of the N5m with one of them dropping N1m straight. Another two dropped N700k and the rest averaged out at N200k.
One remarkable thing was one stranger who dropped N300k and my brother Steve who also dropped N300k for the very first time in this exercise
This shows that confidence level is increasing and that the strategy is on course
Another remarkable thing is the prepondernace of the N10k and below market.
I got over 500 people giving me N1k. It was crazy as it kept coming like i was playing kalo kalo
For the brand, it shows huge retail appeal.
An emotional connection to my goodwill, my mission and my objective
People who could not even send the 1k were sending prayers, calling me to ask how far and pushing others to send in their donations.
By 5pm, we were still at N3.3m and Dr Ebose had called in to say he was in the bathroom and would soon deliver
My confidence level jumped as I saw Gabriel Ogbechie ask for the account
By 8pm we had crossed N3. 8m and I knew we will hit the target .
We hit N5m at exactly 9pm sharp and I shouted wow.
With a market depth of about 10,000 people who know me and I knw them, there is no way that I would not have hit that target on such an emotionally appealing objective
The depth of the market allows me do 8 plays in a year as it gives me the luxury of deleniating the market, grouping them and separated them
So for example, I am in Ekiti now looking to do my festival..
So I splice my 10,000 and bring out 500 Ekiti people who will support, market and refer pple to me.
Building this market is very simple and Im sure the next question will now be,
How do you build your own market?
Simple go to the Lagoon at midnight, stand naked and hold your hands in the air and scream –
Duke!!! three times and then come back and buy N100 data and start work.
Yeye dey smell, Kai come and beat me
Duke of Shomolu