Marketing and marketing communications
experts have urged marketers to rethink and put the customer at the centre of their strategy, and think beyond
the four Ps of marketing if they want to
remain relevant.
They made this charge at the
maiden edition of The Marketing Conclave, a thought-leadership conference
organised by First Katalyst Marketing, a leading Below-the-line agency, to
commemorate its 10th anniversary in Nigeria.
The event had all the crème
de la crème in the marketing industry who gathered to celebrate with First
Katalyst Marketing as well as shared insight, forecast and proffered
solutions on some of the challenges facing the industry.
The Managing Director of the
agency, Soji Odedina, said the story of the agency started from a humble
beginning and has evolved into a household name having offices in other African
markets. He added that The Marketing Conclave is its agency’s gift to the
industry and would become an annual event.
“The Marketing Conclave
is our 10th-anniversary gift to the marketing community in Africa. As a
platform, it is designed to bring practitioners together to discuss matters
arising concerning theory and practice,”
He thanked all the
stakeholders that stood behind the agency since it commenced operations a
decade ago and used the occasion to introduce the company’s new Chairman, Tsola Barrow to the audience.
L-R: Lolu Akinwunmi, Group CEO, Prima Garnet Africa; Tsola Barrow, Chairman, First Katalyst Marketing; Professor Chris Ogbechie, Dean of Lagos Business School (LBS); and Soji Odedina, Managing Director, First Katalyst Marketing Limited at “The Marketing Conclave’ in Lagos, an event to commemorate First Katalyst Marketing 10th anniversary.
Professor Chris Ogbechie,
Dean of Lagos Business School and keynote speaker of the event while speaking
on the theme, “Marketing for the Future” said marketing drives every economy of
the world, and Covid has forced many businesses to change their business model,
adding that if businesses don’t innovate, they will seize to exist.
He added that today consumers
and other stakeholders expect companies to do more than just offer products and
services. “Consumers are more sophisticated and now expect companies to lead
with purpose, by deeply embedding social and environmental impact.”
He disclosed the most
exciting consumers today are millennials and Gen Z. He explained that they are
tech-savvy, they hold the future and they have a rental culture. He
urged brands to also keep an eye on Generation Alpha, “Keep your eyes on
Generation Alpha because they are the consumer of tomorrow”
Thereafter, he stated that
five key trends will drive the growth of marketing in the country and globally.
They are Artificial Intelligence, the rise of voice marketing, Blockchain,
Virtual Reality, and Data. These issues, he
explained, will drive key marketing
decisions
in the near future.
He urged marketers to move
from 4Ps which are product, price, place, and promotion; to 4Es which are
experience, engagement, exclusivity, and emotion in order to stay relevant in
the future.
Meanwhile, panelists who
spoke on the theme included Abiodun Ajiborede, Marketing Director, Monument
Distilleries; Olumide Aniyikaye, Head of Marketing, Grand Cereal; Tina Shobola,
Customer Development, Manager Distribution & Key Accounts, Lafarge West
Africa and Idiare Atimomo, Co-Founder/COO, Up In The Sky urged marketers to focus
on where the consumers are and create memorable experiences for them. They also
called for the deployment of story-telling, influential marketing, and keying
into trends.
L-R: Idiare Atimomo, Co-Founder/ COO, Up In The Sky; Abiodun Ajiborode, Marketing Director, West Africa, Monument Distillers; Soji Odedina, Managing Director, First Katalyst Marketing Limited; Tina Sobola, Customer Development Manager, Distribution & Key Accounts, Lafarge West Africa and Olumide Aniyikaiye, Head of Marketing, Grand Cereal at “The Marketing Conclave" in Lagos, an event to commemorate First Katalyst Marketing 10th anniversary.
In another vein, other
experts at the event also dissent on the topic, "Advertising regulations
in the age of new media" and "Below the line, above the line, where
is the line?” the session had Steve Babaeko, President, Association of
Advertising, Agencies of Nigeria (AAAN), Osamede Uwubanmwen, President,
Advertisers Association Of Nigeria(ADVAN), Agbons Igiewe, General Manager, Ziza
DigitalTunji Adeyinka, President, Experiential Marketers Association Of Nigeria
(EXMAN), Lampe Omoyele, Managing Director, Nitro 121, Dr. Omotola Bamigbaiye-
Elatuyi, Head Of Marketing, Sub-Saharan Africa, Pladis Global, Susan Agbo of
the Advertising Practitioners Council of Nigeria (APCON), Yetunde Adegbite, Cluster Managing Director, Vizeum,
Posterscope and Iprospect who called for
innovations, customer centre initiatives, fair regulation by government agencies
among others.
One of the special guests,
Lolu Akinwunmi, Chairman, Primal Garment, applauded the agency for its
resistance, creativity, innovation, and contributions to the marketing industry
over the years despite the challenges many businesses face operating in the
country. He also commended it for organising The Marketing Conclave and advised
the agency to continue to invest in its people and the industry.
As part of the celebration,
First Katalyst Marketing embarked on a charity project in its decision to give
back to society. It renovated the sickbay of the Adeniyi Jones Pry School at
Akora, Lagos.
Currently, the agency has a
presence in Ghana and plans to expand to other African countries soon. In ten
years, the agency has evolved into a respected player in the industry, winning
many notable local and international awards for its contribution to the growth
of the marketing landscape. Recently, it emerged as the Most outstanding
Experiential Marketing Agency at Marketing Edge Awards in 2021 and Best BTL
Agency 2021 at Brandcom Awards 2021 while Odedina was awarded the Most
Outstanding Experiential Marketing Personality in 2021 amongst many others.
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