Experiential marketers plan new face for industry

Integrated Marketing Communication sector mid last week witnessed the birth of a new association as operators in the experiential marketing came together to form Experiential Marketers Association of Nigeria.

Experiential marketing as an organised industry is relatively new in Nigeria and the marketing approach is fast gaining momentum as advertisers search for easy and cheaper ways of connecting with their consumers. It is believed that the “concept arouses all senses (sight, hearing, touch, taste and smell).”

As more clients increase their patronage to the industry, it is expected that the profession which has about 30 operators at the moment will have more entrants. The formation of the association is therefore borne out of the need to address the key challenges which include addressing the lack of entry barrier to the profession.

It is also the intention of the association to give a face to the industry as it has the objective to attract government patronage. “Government is the biggest spender and it is unfortunate that the industry has found itself locked out from government. This is partly due to lack of industry face that government can approach”, the new president of the association, Kayode Olageshi who is the CEO of Towncriers Communications said at the inauguration of the executive in Lagos.

Other key challenges the associations intends to address include multiple taxations, training of members, poor standards and unfair practice by clients in some areas such as pitching, funding and remuneration.

The president said the association has condensed its agenda into knowledge, leadership, integration, protection and professionalism (KLIPP). On knowledge, Olageshi said association intents to bridge skill gaps through training by harnessing resources within its fold and outside.

“Knowledge gap is a major issue confronting our industry as there is truly not much literature to fall back on. A poor knowledge of marketing generally, the role of marketing communications and that of experiential marketing as a part of the promotional mix is pushing us out of the board rooms where strategic decisions are taken”. It is also the intention of the association to provide thought leadership to win the respect of our clients and peers in industry.

Speaking on integration, he said the association will integrate the profession and Association into the league of professionals in IMC as it aims to protect the business interests of its members from quacks and unfair terms by clients and ensure professionalism and project a professional image for our association

The also said that a new experiential marketing code will be put in place to ensure self regulation by members and ensure standards.

Other executive members are Rotimi Olaniyan of Proximity Communications as Vice President; Otis Ojeikhoa of Brand Footprint as General Secretary; Kehinde Salami of Ideas House Communications as Financial Secretary while Henry Alade of Impact Direct will serve as Publicity Secretary.