VIDEO MARKETING STRATEGY AND ITS IMPACT ON SALES PERFORMANCE AT NESTLE NIGERIA PLC
Agbeche, Aaron Oghenevwayere, PhD, Ndudi Ejimofor Francis, PhD and Uzoma Ononye, PhD
Volume 11 Issue 1
Abstract
The study examines the effect of video marketing strategies on sales performance of Nestle Nigeria PLC. It investigates explainer videos and customer testimonials as strategies for improved sales performance. Nestle Nigeria PLC, a leading food and beverage company in Nigeria, has adopted digitalisation as part of its marketing strategy to sustain its market leadership. Video marketing is the combination of both audio and visual elements to develop brand awareness. The study seeks to establish whether explainer videos impact buying behaviour of the consumers and whether customer testimonials increase the awareness of Nestle products among the consumers. The study employs a quantitative research design. The study population consisted of 150 employees randomly selected from the marketing and the sales departments of Nestle Nigeria. Regression analysis and the Spearman Rho correlation were used to determine the relationship between video marketing strategies and sales performance. The results show that there is a significant positive correlation between the use of explainer videos and the buying behaviour of the consumers and that of customer testimonials and consumers’ awareness of the products of Nestle Nigeria. This establishes that the use of explainer videos, as well as customer testimonials, contributed to Nestle Nigeria’s sales performance and consumer awareness. The study recommends that Nestle Nigeria should increase the use of explainer videos to simplify the information given to the consumers, and customer testimonials to build consumers’ trust in the products. The use of these strategies has been effective in increasing the awareness of Nestle’s products and products sales. Keyword: Video Marketing, Sales Performance, Ex-plainer Video, Customer Testimonial
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