Africa has for years been both a treasure trove - and pariah continent. It is a continent of extreme challenges and enormous possibilities. There is a pulse in Africa that exists in a more tangible and rhythmic form than anywhere else in this ever shrinking global village, except maybe the sunshine samba states.
The reality that one in five Africans is a Nigerian, the fact that numerically they represent the third largest market for telecommunications growth, behind China and India, adds to the enormous wealth of would be forceful arguments.
But beyond all the statistical rhetoric, Nigeria and Nigerians are alive with opportunities and possibilities. As a nation they are positive, generous, affable, gregarious, optimistic and hungry for success. The market is diverse and highly porous, with most, if not all of the world's fare available, either in original or reasonable facsimile. Like most of their continental colleagues, Nigerians do have an eye and taste for the finer things in life. Quality, while not always affordable, is preferable and aspirational.
The country began on its long road to recovery at the turn of the century when military rule was swept aside by the new democracy. With new freedoms came new opportunities and growth. The marketing fraternity, an integral part of the returning multinationals, were the catalyst for change. This was historically the role of the advertising networks with their entrenched perception as the creative and driving force of contemporary social trend setters.
But it was the marketers who were the first to seize the moment. An eclectic blend of well-worn locals, most of whom travelled extensively and were in consistent contact with emerging markets and global trends - a sprinkling of returning Nigerians, internationally trained and experienced, as well as an influx of expat marketers from a diverse list of nationalities.
With the market dynamics and growth came newer, more challenging demands for brands, services, marketers and communication companies. At first, the industry managed in a very Eurocentric fashion to provide the resources and services now required by an increasingly voracious and demanding group of marketers.
After the initial flood of multinational creative agencies had re-established their credentials and credibility, the market shifted and the need for a more diverse creative palette became apparent. The hitherto low key existence of interactive, activational or experiential resources reinvented both themselves and this vital element of the marketing tool kit.
It was patently obvious that the mere 'product demo' and sampling activity used historically to reach the media disenfranchised was now a more vital and essential method to connect with consumers to entice trial or entrench usage. This highly specialised resource has become a more 'Brand'-oriented means to stimulate and build strong, successful products and services.
In Nigeria particularly, a country of immense natural wealth, both in mineral and human resource, interaction between market and marketer has become an even more vital aspect of the communication strategy. This, however, must be a measurable investment, as should each and every aspect of the marketing budget. As a separate 'medium', Experiential marketing should not only meet specific targets, but must be designed to add value to and enhance the Brand Image and its perception among its audiences.
As an example we were faced with the seemingly insurmountable obstacle of having to overturn generations of views that dirt was to be avoided, particularly by young children. This was to be replaced by the rather novel but seemingly contrary statement that 'Dirt Is Good'. It had become proven by behavioural psychologists that without certain forms of interaction and physical activity engaged in by developing children, their future growth and prospects could be retarded. So the solution was to engage both parents and their children, with qualified monitors and overseers, so as to engage in a carefully selected range of activities that may well bring them into contact with dirt but that would have immense impact on their physical and psychological development.
Thus we were able to connect with both kids and their parents to convince and confirm the belief that kids should spend more time engaged in outdoor activities and that Mom should not worry about the 'dirt' aspect, as this would be obviously well tended to by our highly efficacious detergent.
Thus, experiential marketing is no longer a tail end, rural, bottom end purveyor of product information; it has become a leader in the total manifestation of the Brand and all its dimensions. Again the problem has been one of synchronicity or synergy in implementation terms. The new catchphrase of 'Brand Custodian' has been shared by the various creative resources employed by the marketing fraternity.
The industry has to establish a means to accommodate the new market dynamics; it should also seek ways to recognise and applaud those consortia which are able to develop, enhance and implement these all inclusive strategies, with the resultant achievement of the agreed targets and goals. It has been a long contentious issue as to the relative worth or value of 'Creativity' vs 'Efficacy'.
I am of the belief that while pure creativity still carries the torch and glamour so envied by creative people, ultimately true creativity should be measured by its original aim:
"To inform and persuade target audiences to try and ultimately become loyal consumers/users of the marketer's wares."
So the move to establish a highly professional and very demanding test of this new creative relevance is applauded and welcomed. I am sure this will become the benchmark for all future successful brand case studies.
