The Art of Knowing Your Market
Lessons from Selling Cosmetics in NYSC Camp
When most people think of marketing strategy, they imagine glossy Instagram ads, complicated sales funnels, or corporate boardrooms with sleek presentations.
But sometimes the best marketing lessons come from the most unexpected places.
For me, one of the clearest examples of real marketing happened during my NYSC Orientation Camp in Osun State.
I spent three weeks there with thousands of other corps members. Among them was my friend Cynthia, the founder of Koko Touch Cosmetics. A growing beauty brand with handmade, carefully formulated products.
Cynthia didn’t just bring her cosmetics to camp for personal use. She brought them with a plan to sell.
Camp didn’t look like a typical sales channel. But that’s where marketing came to life.
The Challenge: ₦30,000 Before Breakfast
One morning, we set ourselves an ambitious goal:
Could we make ₦30,000 in sales between the early morning drill (5:00 AM) and SAED class (9:00 AM)?
It felt like a stretch. Everyone was sleepy or rushing to the parade ground. But we were determined to make it work.
This wasn’t just a random target. It forced us to think strategically about how to sell effectively in a tough environment.
Here’s exactly how we did it.
Step 1: Know Your Audience
The first thing we asked was:
Who here actually wants what we’re selling?
We didn’t want to waste time pitching to people who weren’t interested.
We profiled our likely buyers:
✅ Young women who loved fashion and self-care
✅ Corps members already using makeup or skincare despite camp’s rough conditions
✅ Those keen to look their best for photos, parades, and social events
We paid attention to social dynamics at the parade ground, in our platoons, in the hostels.
Lesson: Good marketers are good observers.
Step 2: Segment, but Engage Everyone
Our core audience was beauty-conscious young women. But not everyone fit that profile.
Some preferred minimal routines—just shea butter or Vaseline.
We didn’t ignore them. We still greeted them, shared smiles, and offered samples.
But most of our time and energy went to those who showed real interest and curiosity.
Lesson: Don’t exclude anyone, but prioritize those most likely to convert.
Step 3: Adapt Your Pitch
We didn’t just say, “Buy Koko Touch!”
We tailored our approach:
✅ For skincare-conscious buyers: natural ingredients and gentle formulas
✅ For style-conscious buyers: aesthetic appeal and glow
✅ For budget-conscious buyers: camp-friendly pricing and trial sizes
We also understood that cash was limited in camp. We offered flexible payments and group deals.
Lesson: Don’t just know who you’re selling to, understand what matters to them right now.
Step 4: Build Relationships, Not Just Sales
One of the biggest insights was that Cynthia didn’t just sell, she connected.
She chatted about routines, gave small skincare tips, and let people test products.
People didn’t feel pushed. They felt seen and valued.
That built trust. And trust drives sales.
Lesson: Sales is service. Engagement isn’t manipulation, it’s genuine connection.
Step 5: Harness Word-of-Mouth
Camp is a social environment.
Once a few people tried the products and loved them, they told their friends. Buzz spread naturally.
We saw firsthand the power of social proof even in a closed setting like NYSC camp.
Lesson: One happy customer is worth ten advertisements.
The Result
By 9:00 AM that day, we had hit our target.
₦30,000 in sales, all before breakfast.
It wasn’t magic. It was the result of deliberate steps, thoughtful strategy, and genuine human connection.
Marketing is Everywhere
We didn’t have a big marketing budget, social media ads, or elaborate campaigns.
What we had was:
✅ A clear understanding of our market
✅ Thoughtful segmentation
✅ Adaptable messaging
✅ Personal connections
✅ Social proof
That’s marketing.
Whether you’re in a corporate office, a Lagos market, or NYSC camp, these principles hold true.
Selling lip gloss at camp wasn’t just about moving products. It was about learning the real work of marketing: understanding people.
Because at its heart, marketing isn’t about pushing products. It’s about meeting needs, creating value, and building trust.
That’s a lesson I’ll carry with me far beyond camp.
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