Experiential marketing in nigeria

A perspective
OluAkanmu
http://olusfile.blogspot.com
OluAkanmu, African Experiential Marketing Summit,
Lagos, July 2013. http://olusfile.blogspot.com1
Experiential Marketing in Nigeria

Outline
 Current Context of Experiential Marketing in Nigeria
 Experience Marketing and Events Marketing
 Defining Experiential Marketing
 Experience Marketing and Lifestyle Products / Services
 Why are all experiential marketing programs looking the
same?
 On RealityTelevision and Experiential Marketing

Current Context in Nigeria
 Cluttered advertising and ATL space on a scale that we have
never seen driven by competition and a demand for media
space far bigger than supply
 Expensive media spots in advertising with decreasing returns
 Media fragmentation with decreasing return per media spot
has not helped

Current Context in Nigeria
 Creative limitation of advertising alone to fully
communicate the brand proposition
 Experience marketing has become so critical to
brands to cut through the media clutter

Experience Marketing and Events
 Experience marketing is however bigger than events

 Many marketers are not moving beyond traditional event and
product demonstration to true experience marketing
 “Anyone who has ever organized a wedding or a birthday party for himself or a
sister can parade himself as an events company”

Experience Marketing and Events
 Experience Marketing is different.
 Specialized skills
 Strategic knowledge of brand, its intent and proposition
 Role it plays in Integrated Marketing
 beyond traditional events and product demonstration
 Recognize that it cannot be a one time event but a continuous
engagement with the customer

What is Experiential Marketing? (my
definition)
 Getting the customer to experience in all her senses as
much as possible the product proposition to create a
positive experience that stays with them such that they
become advocates or missionaries for the brand

Experience Marketing is critical
OluAkanmu, African Experiential Marketing
Summit, Lagos, July 2013.
http://olusfile.blogspot.com8
 In a world of generic products and propositions….

Bringing Lifestyle experience out of
Product Propositions…
Experience
Accentuation
User
experience
Lifestyle
Proposition
Generic Core
Product
Experience Marketing
is critical in a world
where core products
and their proposition
are increasingly
becoming generic and
lifestyle augmented
propositions and
benefits are becoming
the differentiation.
Experience
Marketing

Consumer Lifestyles and Experience
Marketing
 Experience marketing helps consumers to feel the
connection of generic functional benefits to the emotional
lifestyle benefits
 Prestige
 Ego
 Friendship
 Fun
 Achievement
 Hero

Why are we all doing the same type of
experiential marketing?
 Lack of strategic differentiation at the brand level
 Undifferentiated experiential marketing strategy, experiential
marketing programs for brands are looking more and more
the same
 Everybody is doing same type of music concert, same type of
campus tour

Generic Experiential Marketing
 Same thing, same experience delivers sub-optimal experiential
marketing investment returns
 Differentiated brand proposition is critical .
 A consonant differentiated experiential brand strategy.
 Fundamental weakness of both marketers and their experience
agencies in Nigeria

Exp. Marketing and Integrated Marketing
Communications
 Experience Marketing Program must be organically linked to
brand product proposition
 Biggest return happens when it can be scaled up by taking the
experience delivered above the line and on-line for other
consumers to feel part of the experience
 Experience marketing should be part of an integrated marketing
communications program with advertising, PR, on-line (digital)
and sponsorship ships)

The new craze about Reality
Television
 Reality television has become a big fad in brand marketing in Nigeria
 Share of budget on Reality television has taken large chunk of previous
ATL especially advertising budget
 Like Experiential Marketing, everyone tends to be doing the same type
of thing in different names in the same category on realityTV
 Reality television and Sponsorship is sometimes wrongly assumed to
be a substitute for experience marketing

Reality television and Experience
Marketing
 If reality television does not allow a wider customer real life
experience, it is more of a media sponsorship than
experiential marketing
 Unless the realityTV program can be leveraged physically for
on the ground customer engagement, experience and
content generation, it is rather just a media sponsorship

Reality TV and Experiential Marketing
 The best returns for brand is when they create or own properties
that deliver real brand experience for customers on a potential
mass scale and this experience program can be taken to
television and on line for even wider customer engagement

 Thank you

Experiential marketing in nigeria

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