WHAT IS GOOD FOR THE GOOSE IS GOOD FOR THE WRITER

I experienced one of the most beautiful marketing moves I have seen so far while working in the industry. It was beautiful because I honestly didn't know it was for marketing until I was sold. And that's honestly one of the best ways I get impressed when I see a marketing or PR move. I'm not saying don't advertise your stuff, don't get me wrong; I'm impressed when an advert is great, I get moved by that. But for experiential marketing, when I clock that you're tryna sell me your product or whatever, I clock out instantly. Unless, of course, if I do need the product, or genuinely like it.

But on Saturday last week, this company called Good - they used to own a beach some years back, and I really loved going there. They didn't just have water and sand at their beach; they created different experiences for people. There were shops in there, great food, and a proper lounge with a pool. No egbon adugbos (touts) trying to get you to buy loud or cana. Was just always great vibes. Unfortunately, the Nigerian government in its usual fashion did what they had to do and cut our joy short. They took out the beach, alongside others, including the great Landmark, just to build a road. But that's gist for another day. Honestly haven't been to any beach since this happened. No way I'm driving all the way past Lekki, or to Badagry just to see some water. I will continue to nurse my memories of The Good Beach.

Anyways, a year or two after this demise. I saw a video on X (fka Twitter) saying Good was returning. I reached out to a friend who used to work there, asking if they were opening up a new beach, and she said it wasn't a beach, but a marketplace bla bla bla. I honestly checked out once I heard "...not a beach". Cos bro, what are we now here for? I didn't bother to find out what they were now up to, and like the time when I found out my ex was marrying my brother's best friend, I chested my L and moved on.

As coincidence will have it, I met my girlfriend at a friend's product shoot some time last year, and we started yapping heavily. Then she mentioned that she used to work with Good, and I immediately got excited because I wanted to start talking about all the good times I had while visiting the beach. Then she cut my excitement when she said it wasn't around the time they had the beach that she worked with them, but after then. Again, definitely wasn't moved to hear what they were up to post-beach era, but this time it's a girl I'm interested in talking about it, so I try to pay attention this time. Still not understanding it, I just nod my head in agreement, and then smile.

That was the last I heard of them, and I even forgot about Good for good! See what I did there? *smirk*. So last week, my girlfriend texts me and says she got invited to this event where they were going to be discussing 'olodo uprising'. So like a knowledge-sharing/debate type of thing. I was 100% up for it because debating is my bag like mad! If the argument is healthy and reasonable, you will find me there. I have been watching videos from Kay Hikers Club for some time now, and I knew I wanted to be part of a setting like that, but I just haven’t been able to find one in Lagos, so this felt like a great opportunity. She sent me the flyer and RSVP link, and I did not pay much attention to who was organizing it; I just signed up and went on with my day.

Fast forward to the D-day; it’s time to leave, and I ask my babe for the location, so I put it on the map. Then she goes, “15B Sasegbon Street, Ikeja GRA.” She’s not looking at her phone or anything; she’s doing her makeup. So I laugh and ask if she crammed the address, because why does she just randomly know the exact address of a place we just got invited to 2 days ago? Then she says she used to work there. Because we were already running late and I was worried about missing the good parts of the event, I shrugged it off, and we set out. Lo and behold, we get to this beautiful compound. Very green, lit up, with a nice building sitting on it. We get inside, and I notice the logo right in front. It felt like I had seen it before, but I just couldn’t place where from. Then after a few seconds of scanning through my memory files, it clicks. My girlfriend’s “I used to work there” + the logo - it was Good! I was at their new office. HERE WE GO AGAIN!

To be honest, definitely one of the most beautiful spaces I’ve been in. We were taken to where the event was happening, and shoutout to my girlfriend for delaying us; all the good seats were taken, and we had to sit on the ground. It kind of gave off a “cult” setting at first, cos there were people on the floor with their legs folded, then a moderator in the middle, and no shade to my alte gang, but there were a lot of them there looking yunno - alte. But I didn’t mind, because it was going to be an aesthetically pleasing cult.

We settled in, and I quickly joined in the conversation, as per, smartest in the room; I honestly was killing it. I wish y’all could see a video of me from that evening - I was in my Jordan Peterson bag! But while I was enjoying the conversation, I started to get carried away by the shelves around us in the sitting area, with clothes, shoes, snacks, games, and other accessories. I quickly spotted this logo I had seen in an online ad, from a brand called Smileys Africa. The logo was on a shoe; I didn’t even know they made shoes; I only always saw their socks. But that logo was stuck in my head, which is what drew me to the shoes.

After much talking, we took a break and played a game. The moderator was holding a box with “Naija Particulars” written on it, with cards in it. It was like charades, but for Nigerian slang and phrases. I really enjoyed it, and it made me realize how ajebutter I am because I only knew about 50% of the slangs on those cards. Then, before going into the next segment of conversations, we watched a video from the CEO of Good, basically telling us what Good has been up to since the beach thing happened, and finally, finally, I GOT THE MESSAGE. The cool stores they had at the beach, they moved all of them online, primarily the Nigerian-owned brands, which explains the African print dresses hanging on the shelves, the Nigerian-themed games, and locally made ready-to-eat packaged foods.

All in all, it was a great time discussing current issues in society with other young people like me. I enjoyed every bit of the conversation and felt very relaxed. At the end of the event, the moderator told us we didn’t need to go home; we could network and also explore the store, which is how I ended up with Chumbys Jollof Rice mix, which was a lifesaver some days after - story for another day.

I have said all these to say, I had multiple opportunities to hear about what Good does now, but they were all narrations I barely paid any attention to. All it took, after many years, for me to get sold on them - post-beach era - was to experience them in their new and comfortable space. They did not sell me. Honestly, they didn't even try to, not once that whole evening, and that's exactly why it worked. Nobody stood up and said, "Welcome to Good, please shop with us." I just had a genuinely good time in a genuinely good space, and by the time I clocked what they now do, I was already sold. Funny how the brand I ignored twice is the one I now can't stop bringing up, and all they really did was let me enjoy myself.

I've gone back and ordered from them twice since then, no reminder emails, no retargeted ads, just me going back on my own.

I guess what is GOOD for the goose is GOOD for the writer.