The Brands ‘n’ Stars concept is quite simple and unique. It arose from our in-depth knowledge of the basic objectives that attract exhibitors and visitors to the fair. Having interacted with major companies over a period of 10 years, we discovered that most of them would prefer using the Trade Fair as a launch pad for new products and a Beta-site (raised platform for promotions) for revenue and free sampling. Their pavilions at the Fair are not spacious enough to create excitement and attract eyeballs and traffic to their pavilions. To ameliorate this situation and enhance value for the exhibitors, the Brands ‘n’ Stars concept was developed.

MAJOR REASONS FOR BRANDS ‘n’ STARS
Brands 'n' Stars is a sponsorship based musical concert which involves the assemblage of top, hot and ‘rave-of-the moment’ Nigerian musicians and comedians to drive premium brands’ exposure, create the much desired 'Halo Effect', create maximum brand followership,  increase audience participation and increase in sales.  We also recognized that entertainment has become a big melting pot and therefore the need to  showcase the latest musical talents and their works to potential sponsors and producers. Trade shows are not only about marketing physical commodities and product, it is also about marketing services and Music cannot be left out.

The third major reason is to create entertainment for both exhibitors and visitors. The massive media blitz preceding these concerts also assist in generating top level publicity and awareness for the Trade fair.  With the presence of these Stars, people (fans) who ordinarily have no business coming to the Fair are induced to visit the Fair to see their Star idols.  This increases the traffic profile and number of visitors to the Fair as some of them who had intention of just coming to watch the concerts end up streaming into various pavilions.

The Brands ‘n’ Stars venue (referred to as “The Arena”) houses the Food Court where restaurants and relaxation spots are sited in a semi-circle around a 48ft x 32ftx 5ft Concert Stage loaded with sophisticated musical equipment. The food vendors comprising mostly of women have benefited immensely from the massive patronage and had spurn off other small businesses that support the Arena. Overall it had generated millions of revenue for the SMEs who now display around the arena as well as assisted in promoting up-coming artistes and comedians.

The sponsors of these concerts have benefited from the venue branding, product promotions in-between the shows, merchandising activities and increased product interaction and sales. Past notable sponsors include Celtel, Brands from Nigerian Breweries PLC, Ovaltine, Locozade Boost and others. The concerts had delivered benefits to both visitors, exhibitors, sponsors ,organizers and the cities as the multiplier effects extend to commercial transports, hotels etc.  The concert is absolutely free as no gate fee is charged.
 
There has currently been 18 editions of the concerts across every major city in Nigeria including  Lagos, Kaduna, Kano, PH, Abuja, Jos, Enugu, Ibadan, Ilorin over the 4 year period since the program was initiated.

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