HOW TO GET MASSIVE TRAFFIC TO YOUR BUSINESS THROUGH RIVAL LEVERAGE!!!

My usual hideout in Lagos is SuruExpress Hotel on Joel Ogunnaike (yes, you can call this an unpaid advert). I have used that hotel since 2017. Because of the COVID, I haven’t gone there since 2019 when I came back from Mauritius 🇲🇺 trip. So last weekend, I checked in for the first time ever since. It felt like home. Seeing old staff welcome me back was so heartwarming. I love Suru Express Hotel for the coziness, warmth, responsive staff and secrecy-appeal. 😜

When I got there though, everything around the street and neighbourhood had changed. WoW!!! Directly opposite the hotel is a building that had been under construction for a while before I didn’t come again. It is now called THE MARRIOTT LAGOS!!! Such a resplendent edifice. But that was not my main surprise. My main surprise is that on the right side of Suru Express are TWO (2) NEW HOTELS that have lit up the street; an attempt to ‘steal’ or ‘borrow’ the shine from Marriott’s light. Call it the Moon 🌙 taking light from the Sun ☀️.

In business, I would like to call that RIVAL LEVERAGE.

These new hotels (I won’t call their names since I won’t advertise them 😜) know for sure that Marriott will pull traffic and the more people who come around, peradventure Marriott is unavailable, may reside there, even if for a night only.

Even Suru Express had to turn up their branding by installing interlocks and new fittings on the external and internal of their buildings.

So what does this mean?

1. When a big name in your industry is doing something MEGA, ride on it and do an ASIDE, a COMPLEMENTARY or a PARALLEL service or product. If A doesn’t click for the buyer, B to Z may click.
2. Instead of being envious or jealous (which is a very silly thing to do in every sense), find a way to SHOW UP using the vehicles of your competitors. Let them STIR the ‘pool’ (market) and you’d just ENTER THE ‘WATER’ (grab the buyers).
3. Always think: WIN-WIN. You don’t have to start it. If someone does, continue it. See, my BCP Conference of 2015 was a start… several contemporaries have ever since kicked off and grown bigger. That is how an industry can expand.

Are you getting light?

m a k t u b!!!

SO