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Between Direct marketing , TV , Radio , outdoor and PR , which one adds more value to brand building ?
Brand building is holistic and not single minded , so all the above listed marketing communication platform play significant roles when brand owners decide to grow their brand in the market space and with their target consumers . You have left out another major player in brand building in our world today , this channel takes your brand beyond the brands operating frontier and that is digital . These platforms have their peculiar reach in terms of stakeholders ' engagement but they all have one direct objective ; brand building . TV radio and OOH are deployed majorly for brand adverts , while PR speak to the opinion shapers popularly called the fourth realm who then transfer the information to the intended receivers and finally reaching out to the consumers the main divide of a brand ' s stakeholders would be the responsibility of direct marketing ; the field Nm Encore plays in .
In the present state of Nigeria ' s economy , what measures should brand owners take to improve on Returns on Investment ?
I strongly believe a brand can ' t go wrong if they employ creativity in pushing their brands , despite the economic challenges Nigeria is presently facing we are a people who appreciate creativity and would put our money where sound thinking exist . Brands have failed to use out of box thinking during stable economy any brand that continuesin such trend might experience the flip side of business . Brand owners should have a proper knowledge and understanding of their consumers and how to effectively engage them which will transform into affinity / loyalty for the brand and this would bring about repeated purchase . So if you truly want ROI then put your thinking caps on and create a world for your brand and its consumers .
Some believe that Above the Line marketing solution has not been effective in growing brands and products , unlike in the past , what is your opinion on this ?
I would not want to join the queue of those who believe in this theory of ATL not being effective anymore like in the past , the issue here would be the dynamism of today ' s consumers . Consumers are now more in tune with global trends through country visits and online channels they patronize thus their thirst for creativity and proper brand messaging in adverts is now premium . So when you find consumers aversion to adverts it has more to do with the quality as against ATL . If you ask me what the job is I
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would say let ' s put on our thinking caps and WOW the consumers .
Your company , NM En . Core limited has done well in the past few years , what has been the magic , Selling point and winning strategy that drive the agency ?
On the soft side I am averse to magic , however I am a strong advocate of good thinking and hard work two elements that have seen Nm Encore excel in the few years we have been around in the marketing communication industry . Our drive and push has always been to surpass our last project / campaign . We are a vibrant disciple of think globally and act locally , what we do with brands that have engaged our expertise to reach their consumers is to generate content that will not only form an impression in Nigeria but embrace the world over . Lastly , we commit resources into training , retraining and exposure of our people on the beauty of brand building . We have resolved to be constantly dynamic just as the world and the consumers we regularly speak to are .
Can you rate the performance and efficiency rate of most of the workers or staff that presently practice in your industry ?
The industry is one that is quick in weeding out inefficiency and if you look around several BTL agencies that were around a while back are still waxing strong . What that means for me is simple ; the brains behind these projects and the work force they engage take this industry seriously and so they continually play significant role in keeping the BTL side of marketing communication in Nigeria going . From ideas generation to deploying of exquisite event elements and to the thorough project management techniques BTL is currently gaining ground in Nigeria and I am so confident that in the nearest future BTL agencies will break new grounds . To further strengthen this resolve EXMAN our BTL regulating body in Nigeria is going all out that only thorough breed professionals take up the responsibility of engaging brands and consumers .
Who are your major clients , your unique , outstanding jobs done and what is your projection in the next five years ?
We do not have a scale for our clients that describe major or otherwise businesses ; we take all our clients business seriously regardless of stature or budget . We were
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formed to feel the void in the BTL world where clients are treated not based on their business status or budget . We create experiences for brands that will sell them conveniently to all their stakeholders either here or outside this country . Our USP is to ensure that we stand out in content generation that is not just BTL driven but strong on othermarketing communication channels . This we do with one thing in mind and that is to champion brands . Take a survey on the brands we have worked with and presently work on and you will have better understanding of our resolve to make world class brands . All our clients and jobs are special , if we had the time to critically look at all our projects from start up you will see how we have
deployed unique experiences and content driven activations to take our partners ( clients ) over and beyond their projected height . Five years from now you will witness a revolution in the BTL industry in Nigeria and put it down that NM Encore will champion it .
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Experiential Marketing Solabomi Okonkwo CEO NM En . Core Limited ,
Interview first Published by BRANDCAMPAIGN
Signage vol . 1 No2 23
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