WOLE OLAGUNDOYE SET UP OWN SHOP
publication,
Olagundoye
n o ted th at
after years of
serving his
f o r m e r
c o m p a n y,
where he
made some
remarkable
impact in the
experiential
marketing
arena, it was
time for him
to move on
and fulfill a
vision he had
always had.
F
ew weeks after he quit his job as
Managing Director of Exp Marketing
Nigeria Limited, Wole Olagundoye is
set to bounce back with an agency of his
own.
According to marketing edge it is exclusively
gathered that the frontline experiential
marketing professional has registered
Outori Limited, an agency that is set to begin
operations by February.
In a brief chat with the aforementioned
Olagundoye
who also
serves as the
V i c e
President of
Experiential
Marketers
Association of Nigeria (EXMAN) said that
Outori was established to raise the bar in
experimental marketing practice in Nigeria,
by giving clients real value for their money.
His move is coming at a time when the
experiential marketing sector in Nigeria is
recording fast growth and analysts have
predicted an even bigger growth in 2016 and
beyond. In the last 10 years, the growth
projection of the experiential marketing
sector has been on the steady rise, however
Nigerian
Update
in the last five years the growth has become
even sharper as more and more brands now
favour below-the-line marketing strategies
over above-the-line.
Speaking recently about the growth in the
sector Mr. Wole Olagundoye said “I think we
see a slide towards experiential marketing
spend these days, what we have seen in the
last five years is a situation where spend has
moved gradually to experiential marketing
sector from advertising. It's the reason why
you find some advertising organisations
having a second line interest in experiential,
simply because the spend is moving towards
that experiential.
Experiential
Marketing
“Now some companies are actually
diverting funds to support experiential
marketing, they are now seeing the
effectiveness and the impact on their
brands. For instance, if you take the Tobacco
industry, their only means to engage is
strictly experiential. So therefore, their total
100 per cent marketing budget is directed to
experiential marketing activities. The trend
is now on, we can see the spend moving
toward experiential.”
Last year, the President of EXMAN, Rotimi
Olaniyan revealed at a public function in
Lagos that the experiential business in
Nigeria was worth N30billion. And more
growth is expected this year as more brand
owners are opting for below-the-line
marketing strategies, as against above-theline, due to cut in marketing budget
occasioned by shrinking national economy
and weak purchasing power.
Experts share incisive case-studies at 2016 African
Experiential Marketing summit in Lagos
T
he ninth edition of African
Experiential Marketing Summit with
the theme ‘The University of Brand
Experiences’ was held
recently in Lagos. The
event had in attendance
m a ny i n t e r n a t i o n a l
experiential marketing
experts who presented
papers and shared
quality experiences and
case-studies.
The speakers include
Dan Hanover, Founder
and Editor of Event
Marketer magazine,
published in the United
States of America,
Noukuthula Radebe,
Marketing Manager at
Ye l l o w w o o d B r a n d
Architects and Carol
Abade, Chief Executive
O f f i c e r, E X P G r o u p
a m o n g s t
o t h e r s .
Presenting his paper on the theme of the
event, besides thrilling the audience with
emotional driven experiential marketing
case studies, Dan Hanover revealed that
“Experiential marketing can be used
successfully to build relationships, raise
desire, verify the target audience and
increase return on marketing investment”.
The celebrated ‘Marketing
Magician’ who is the world
leading provider of experiential
content also said “Africa is
gradually accepting the model
of social media and experiential
marketing. Africa consumers
have progressed over the last
five years and are becoming
digital natives using all the
forces put in place to evolve
quickly over the next couple of
years not only to a population
super power but a brand super
p
o
w
e
r
.
”
awareness, increase loyalty, establish
relevance, encourage interaction and
product trial, create memories, stimulate
positive word of mouth, change the mind of
dissatisfied customers, create product
Carol Abade on her own path
explained that “Experiential
marketing is about enabling
personal connections between
brands and consumers by
creating real life experience
worth sharing. These experiences combine
digital and real world connections to create
stronger memories and emotional bonds
between brand and consumers.’
Signage vol.1 No1
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