Dancers, entertainers make fortunes at IDL’s Lagos trade fair stand

L-R: Customer Marketing Manager, IDL, Wilson Oguchi, the Head, Marketing, IDL, Innocent Oboh and the Innovation Manager, IDL, Peter Adegor, at the Intercontinental Distillers Limited stand inside the Tafawa Balewa Square, venue of the 2013 Lagos International Trade Fair, on Wednesday November 7, 2013.

Tallest performing 
at the Intercontinental Distillers Limited stand inside the Tafawa Balewa Square, venue of the 2013 Lagos International Trade Fair, on Wednesday November 7, 2013.

The Lagos International Trade Fair, which ended on Sunday, November 10, 2013, at the Tafawa Balewa Square in Lagos, did not just favour the big brands that displayed their products at the fair, but also helped put more money in the pockets of entertainers who came to perform at different stands.

One of the dancers, at the event, was a tall, dark and lanky young man, dressed in female clothes and popularly called “Tallest”. He performed at the stand of the leading brand, in the spirit and wine market in Nigeria, Intercontinental Distillers Limited (IDL). Tallest, who refused to disclose his real name said “This is not my first time of participating in the Lagos International Trade Fair. The brands recruit dancers to perform in front of the large crowd that come to their stand so as to keep them entertained.

I usually prefer to dance where I have much audience to appreciate me, that is why I am at the IDL stand because of the crowd there. Sometimes, when the crowd wants to show appreciation, they give out money to the dancers, in addition to what the brand is paying, which sometimes can amount to a lot of money by the end of the fair.”

Intercontinental Distillers Limited, aside from employing young entertainers to perform at their stand, still dished out gifts to the buying-public, at the fair, in addition to free sampling of their brands by everyone. Tagged “Gifts Galore”, IDL, through this “customer-reward” initiative has been giving out various goods, from the beginning of the fair. Such items as “Gift Bags”, “T-Shirts”, “cartons of its unique brands”, “Pens” and “wrist-bands”, amongst many others.

Mrs. Fausat Lawal, a distributor of IDL brands, for over 10 years, who sells in Oke-Arin, Lagos Island, was rewarded, as she won for herself a truck load of various brands from the stable of Intercontinental Distillers Limited. “I had to look for IDL’s stand, at the fair, so as to get a much better buy. I have been selling products from IDL, for over 10 years, and my business has been growing.” Lawal said after getting her gifts.

Speaking to the press, regarding the reason for his company’s presence at the trade fair, the Head Marketing, IDL, Innocent Oboh, says: “We want to make a difference in the lives of young and vibrant Nigerians. To IDL, it goes beyond the fair. It’s about the customers and that’s why we are always looking out for avenues to reward them. We have choices for customers, both in liquor and wine, like Chelsea London Dry Gin, popularly called the “Spirit of Naija”, Squadron Dark Rum, Commodore, Eagle Aromatic Schnapps, Bull Gin, Action Bitters, Teezers, Finlays, Veleta Fruit Wine and many others, just for the teeming customers.

I give a big thumbs-up to the Lagos State Government. They have done well in the organisation of this fair, the security is fantastic and I thank the State Government for everything.” Oboh concluded.