Marketing is beautiful if done correctly but ugly when done terribly. Lagos conductors are complex beings but there are marketing lessons we can learn from them.
In every field there are 2 kinds of people you will find doing it:
- Those who love the job.
- Those who don’t necessarily love or hate the job and are just in it for the money.
One of the key success factors in marketing is that you need to love what you are doing to succeed or at least pretend to.
Know your destination well.
This is similar to knowing your product well enough, so selling becomes easy. A conductor that doesn’t know the different bus stops on the route to their final destination is always a liability to the driver, similarly, a terrible marketer is also a liability to his or her organization. Conductors win customers by knowing some bus stops other conductors aren’t familiar with.
Know your customers.
Everyone is not your customer and not everyone that you see at the bus stop is going your way.
Go all out.
You need to go all out, you don’t stay in your comfort zone seeking customers. Conductors will take long walks, crossroads to get passengers into their bus.
Eze Chukwudi, MILR, Brand and Communications Manager at Cozym Limited