Conference to equip marketers to tap into global surging budgets holds

Folake Ani-Mumuney, head, marketing and corporate communications, First Bank of Nigeria Limited, has been listed among speakers in the maiden Experiential Marketing Conference, aimed at strengthening the marketing communication industry in Nigeria, with a view to positioning operators to benefit from a projected surge of 35 percent in global experiential marketing budgets by 2015.

Another notable speaker expected at the conference scheduled for June, this year in Lagos, with the theme: “The Experiential Marketing Paradigm – What Today is saying about Tomorrow,” is Dele Anifowose, a marketing veteran who is the marketing director, Kraft Foods Nigeria.

Participants will also benefit from the knowledge of seasoned international experiential marketing experts like Erik Hauser, a chief experiential methodology strategist.

Rationalising the conference, the organiser – Redbutton International, said the marketing communication industry in Nigeria must re-strategies to maximally benefit from the expected surge in the global experiential marketing budgets.

The increase in the budget, according to the company, signifies a slight restructure of conventional advertising budgets, with a view to supporting experiential marketing initiatives, as growing convergent technologies will keep encouraging digital-experiential bodies to invest in real-time, on-premise consumer connection points.

The conference will discuss trends in the marketing communications industry and how experiential marketing is set to take centre stage, spokesperson for Redbutton International, Funmilayo Elliott, said in a statement. “The link between conventional, digital and experiential marketing, as exists in international communities will also be exposed and discussed.