Tag: brand

  • ‘Our goal is to build a global media brand’

    ‘Our goal is to build a global media brand’

    The media planning and buying business is not meant for every player. Accounting for the biggest slice of the entire marketing budget, the segment of the marketing communication also requires serious minded professionals. In this interview with Chief Correspondent ADEDEJI ADEMIGBUJI, SBI Managing Director, Rotimi Bankole speaks on the challenges facing the industry and strategies for growth.

    What was your motivation for this enterprise?

    The philosophy underpinning the concept, culture, mission and vision of the SBI Media was birthed several years ago. That concept became full corporate reality about two years ago with minds brighter than regular industry minds.  I cut my teeth in the media industry with one of the most notable Outfits; Media Com (MC). While under the tutelage of the leadership of MC, it occurred to me that the knowledge gathered whilst at MC must be consolidated upon to introduce more innovative methods of advertising media especially in generating savings for the client. For us, one of the key pillars of our operations in ‘Integrity’ in an era where it is increasingly becoming rare. That is what has sustained us till now.

    How are you relating with the big media agencies?

    I think ‘bigness’ is relative. For us at SBI, we only consider a company/competitor big if it is able to do the near-impossible advert placement when all odds seem to be in place and at the same time being able to generate savings for the client. We are not intimidated by the ‘bigger names’, rather, they spur us to work even harder. I must however say that the ‘bigger companies’ also stand in a position on in locus parentis to us; in supporting our growth. So rather than see this as a competition, we see it as a collaboration of Media Agencies for the greater goal of our industry.

    What’s your level of market penetration vis-avis your competitors?

    While it is an industry norm to speak/pride oneself about the numbers of accounts owned, we at SBI have consistently benchmarked our standards with international best practice; which advocates ‘client confidentiality’. It is with this guidance in mind that I will say we have accounts in excess of  20. What is more important to us is the quality of the accounts and how vast our account pool is. We have accounts that are relatively big with sensitive product and services that require bespoke and skilled-tailored media services. We also consult for new entrants into the industry (both locally and internationally) as well as form collaborations with some very big brands globally. I must say that our global strength is fast increasing, whilst our domestic capacity to provide matchless media service is waxing stronger everyday.

    Where do you hope to be in the next three years?

    During our end-of-year retreat, one of our focal points is not only to strategise for 2016 but to also study trends and make economic projections for ourselves as a media outfit. I am happy to say our focus for the next three years is to build a global outfit comparable to anyone in the world, build a happy staff strength who will continue to deliver quality services and hope to surpass all client expectation on all briefs.

    New startups are beginning to take over from the old ones, what informed this shift?

    Like the saying goes, change is the only constant thing in life. Generally, I think that appears to be the position. However, I have always counseled that the ‘start-ups’ will need to work twice as hard as the ‘old wine’ because they are the endangered species and susceptible to all possible economic and social vices militating against successful start-ups.

  • Oracle’s brand campaigns attract awards

    Oracle’s brand campaigns attract awards

    Oracle Experience, a foremost brand activation agency, has won awards for its prowess in interpreting clients’ briefs. At the 2015 Marketing World Awards (MWA), the agency won the 2015 experiential agency of the year for its Star Bottle Tree and Gulder World Biggest poster brand activations campaigns.

    For Star Bottle Tree brand activation, this makes it second time in two weeks to win a major prize.  The campaign was confirmed as the best experiential marketing campaign in the year under review at the Advertisers Association of Nigeria (ADVAN) Awards for Marketing Excellence.

    At the keenly contested category at the ADVAN awards, Star Bottle Tree defeated Nescafe Get Started, Star Music Trek, MTN Project Fame, Fayrouz L’Original Expression, Jaguar Landover Ride & Drive, Heineken House, Ranger Odyssey and Orijin Drum unveil   to emerge the best for the year.

    However, the agency behind the award-winning campaign, Oracle Experience, was adjudged the best experiential marketing agency in its category at the 5th Marketing World Awards as result of its several groundbreaking activations between 2014 and 2015. The agency defeated EXP and Brands Optima.

    In the Excellence in Marketing Innovation category, Nigerian Breweries’ Gulder World Biggest Poster, which was unveiled in Enugu some months ago pitched against Coca-Cola’s Share-A-Coke and MultiChoice’s DStv Explora Box office won. Also,  Star Bottle Tree defeated Star Music Trek, Guinness’ Made of Black and Coca-Cola’s Coke Studio.

    The World’s biggest poster measuring 5,367 square metres unveiled at the Michael Okpara Square in Enugu State broke the record for the existing largest poster measuring 4,793.65 square metres, which was displayed in India on June 27, 2015. The size of the poster was attested to by a chartered quantity surveyor Nath Agu, while a lawyer, Onyekwuluje Ogochukwu, legally affirmed the measurement and size.

    Oracle had won several awards in the past, including Nigeria Brand Awards 2015 as Best Experiential agency of the year Award – Gold category, MarketingEdge’s 2014 Outstanding Experiential Agency, Brand Journalists Association of Nigeria’s Brand Activation influencer with its Nescafe Hot Air Balloon campaign, 2013 Best Effort in Innovation, 2013 Polaris Excellence Awards, and 2011 Institute of Direct Marketing of Nigeria’s West Africa World Class Experiential Marketing Service Consultant.

    The latest accolades come on the heels of Oracle’s world record breaking Christmas bottle tree with 8,000 bottles of Star beer bottle covering a 2.7 kilometre stretch. Prior to this, the world record was 1,000 bottles achieved in China.

    Another feat was the Gulder crate tunnel using over 3,200 crates of Gulder beer to build the ultimate corridor that led to the place the new Gulder bottle was launched.

    Other achievements by Oracle include Amstel Show Time, a musical presentation, which was first of its kind in Nigeria, Heineken Green light party with extraordinary video mapping and using the Heineken bottles to create a selfie wall.

    They also include the star triple X experience centre, the hot air balloon activation for Nescafe, Gulder club ultimate hosted in a 70-metre ultimate liner just like Titanic, and the sensational strongbow golden hour sensory experience.

    The CEO, Oracle Experience, Felix King Eiremiokhae, said: “We have come a long way and the journey to success is not bread and butter, but that which is filled with great burden that involves sweat and blood.  I will tell you this, there is no short cut to success, and there is never an end to the road of success. It is continuous journey, a journey filled with thorns and roses,” he said.

  • ‘Insufficient brand information hinders research analysis for Top 50 Brands Nigeria’

    The dearth of sufficient brand information in Nigeria has been described as major limitation to driving quality research exercise.

    The Chief Executive Officer, The Top 50 Brands Nigeria, Mr. Taiwo Oluboyede, said this in Lagos at the 2015 Top 50 brands event where 50 top brands were unveiled.

    He said it was a daunting task  arriving at the top 50 brands in Nigeria as unavailability of sufficient information on brands remain an albatross.

    Oluboyede said: “A major limitation to our processes is unavailability of sufficient information, particularly, for the quantitative review of the brands; hence we rely on the public perception from consumers in arriving at the top 50.”

    He said the aim of the exercise is to have a combination of both qualitative and quantitative. “We are working with several other organisations to achieve this and hopefully we will be able to have the top 50 brands listed in terms of asset base and consumer perception in the very near future.”

    He, however, noted that the top 50 brands 2015 were selected through certain variables such as brand Identity and retention, market acceptability, corporate social responsibilities, customer service delivery, visionary and innovation and popularity evaluation.

    The 50 top brands selected this year are brands that have weathered the storms over the years, and setting the pace in their various industries.

    Apart from the usual top 50 brands, Oluboyede said this year exercise also includes 10 brands to Watch whose selection was based on brands with positive and promising outlook, possibilities of being reviewed for the 50 top brands class soonest.

    He said though they aren’t among the top 50 yet, nevertheless, they are brands with compelling presence and significant brand building activities. “We hope this exciting block will be joining the top 50 league table very shortly,” he affirmed.

    The top 10 brands to watch include Heritage Bank, Huawei, SABMiller, Daraju Industries, Startimes, Jumia, Konga, CWG, Tecno and Waka Now.

    The Top 50 Brand CEO stated that the categorisation and attempt to value brands operational in Nigeria has become very important, particularly now that the Nigerian market is becoming a centre of attention in terms of investment globally.

    “We have a fast growing economy with budding middle class, it is important therefore to identify and categorise these major brands. We are also helping the brands and their investors to have an idea of the worth of their brand from consumer’s perspective. We are creating an information platform where we readily provide information on these major brands.”

    A major highlight at this year event is that the 26 of the 50 top brands for 2015 are Nigeria home grown, 52per cent while multinational are 48 per cent. “This is a positive improvement over the previous exercise. While this is not our target; it is good to note that Nigeria based brands are giving good account of themselves.” Oluboyede said.

    Detailed breakdown also showed that the financial sector has 24 per cent of the top 50 brands, followed by food and beverages with 18 per cent.

  • Local brand, global outlook

    Local brand, global outlook

    • In 16 countries and counting, Dangote Industries morphs into a great Nigerian multinational

    About a decade ago, Dangote Group was a large trading concern dealing in an assortment of commodities.

    Yes, it was a monopolistic shark exerting commanding control in its areas of business like rice, sugar, cement and whatever else it set its mind to import. It also enjoyed some sweetheart deals and waivers from a series of Nigerian governments.

    But all these will not detract a nit bit from the Midas of Aliko Dangote and his rampaging ambition to rule the world of commerce and industry.

    In 2006, Dangote decided to transform his huge trading outfit into a real sector business and in just nine years, Dangote Industries has become the largest manufacturing conglomerate in Africa with strong presence in 16 African countries.

    Just last week, the company opened its $600 million, 3.0 metric tonnes cement plant in Tanzania. This plant is reputed to be the largest in East and Central Africa.  It is also reported to be the largest single investment in Tanzania. The investment which comes with a 25-hectare jetty will provide employment to about 7000 people when fully operational.

    Apart from Nigeria, its home country and Tanzania, its most current plant, Dangote has major mining and manufacturing concerns in Cameroun, Zambia, South Africa, Congo Brazzavile, Ethiopia, Sierra Leone, Ivory Coast, Liberia, Senegal and Ghana.  According to reports, the firm is said to have already awarded contracts worth $4.34 billion for the construction of 11 new cement plants – ten in Africa and one in Nepal, Asia.

    The industrialist, who is also recorded as Africa’s richest man, considers cement production as strategic for the growth and development of Africa in a dual-pronged way — cement is most essential for construction while cement manufacturing is a huge source employment creation.

    Though his critics also think that with so much expansion across the continent, it would be expected that cement would be cheaper in his home country, Nigeria, the price of the commodity has nevertheless  reduced drastically in recent times to about N1500 per 50 kg bag (less than 1dollar) from an all-time high of about N3000 about two years ago.

    It is interesting to note that Dangote Industries has made bigger and more impactful investments in some of these African countries than long-established multinational corporations with colonial linkage had made in decades. It has therefore become more imperative that eventually, only Africans can catalyse the development of Africa.

    During the inauguration of the Tanzania plant, Aliko Dangote underscored this point when he noted that, “one of our key strengths lies in our ability to understand the peculiar needs of Africans and how to do business successfully on the continent.  That is why we made Africa the centerpiece of our multi-billion dollars investment. We believe that it is only Africans who can develop Africa. We are also motivated to create an African success story because we believe that entrepreneurship holds the key to the future economic growth of the continent.”

    There is no gainsaying that if Africa could by some alchemy, clone half a dozen more Dangotes, she would have no need to keep looking to the West for grants, aids and development support. He is also a challenge to other African leaders and money men, especially those who ship stolen money and  wealth acquired on African soil into vaults in the West for safe-keeping. Such funds help fuel the growth of already developed economies; when they are not lost entirely.

    The Dangote paradigm is commendable and worthy of emulation. Though many Nigerian banks and telecommunications firms have gone across the borders to the West coast and beyond, Dangote is unique in its sheer size, structure and specialization.

    It is indeed a worthy Nigerian brand gone global and spear-headed by an eminent Nigerian ambassador.

  • The man fell but the brand stood

    The brand BMW is known to be superb to all, like the newly launched electric super car at the Frankfurt Auto show where the boss of BMW was reported to have lost his stand physically and lost stability till he landed, but does this in any way rub on the brand BMW?

    German cars are known to be durable, rugged and can stand the test of time; like the popular parlance, “Under the sun or in the rain”, BMW remains. Typical of the German football team, little wonder, they were and are called the “German Machine” because they never give up or say die, but does the fall of the CEO of BMW affect the brand?

    The BMW share fell 19% recently as concerns surrounding China’s economic woes have hit investors’ confidence. Does a fall in share price change the perception people hold towards a brand that has stood the test of time? Without bringing in another auto brand in comparison, do we say the fall of the CEO and fall in share price, would likely tilt the perception of people towards the brand BMW?

    Like the Toyota brand that is known to be conservative and cheap to maintain, the BMW is believed to share some and even more of these attributes, but the rugged nature of it is the Distinct Novelty Attribute (DNA) it has built for herself across the world.

    In law, it is said that an individual is a separate entity from an organisation; therefore, what happens to an individual does not necessarily happen to the organisation.

    The one million dollar question therefore is: does the fall of the CEO of BMW create a feeling of fall on BMW as an auto brand? As they say, the remaining part of the body is useless when the head is sick and the question continues, does this apply in the case of BMW? After all, the head is not off.

    Unconditionally, I like anything rugged and durable, hence I am a fan of a club in the premier league that was once dominated by blacks (who were seen to be strong and dogged) and it drew the attention of a lot of Africans but after the black quota was reduced due to policy, the fan base has not reduced. This applies to the BMW brand, even if the CEO is changed today due to health reasons, the brand remains.

    Therefore, the illness or exhaustion of the CEO of BMW does not affect the brand in my own view. A brand that has been in existence for years, that made a few individuals spring up appetite to watch the Pierce Bonaire version of James Bond (007) where some of its undoubtedly superb series were displayed, cannot but live on even if the man dies. It is a never-say-die.

    • By Ben Eremen

    Lagos.

  • ‘Embrace digital brand marketing’

    The Managing Director of MediaReach OMD, Mr. Tolu Ogunkoya, has advised marketing communication practitioners who are yet to embrace digital brand marketing to do so.

    Ogunkoya spoke during the Google Day organised by MediaReach and Google as part of efforts by both firms to improve clients’ businesses with digital brand marketing tools.

    He noted that there were still  players who are undecided about the relevance of digital brand marketing despite its importance in  marketing communication.

    His words: “It is high time we decided to take active steps in the interest of our corporations.”

    He said the deal between Google and MediaReach was meant to exchange ideas on the survival strategies for  brands now that the players were faced with stiff competition not only in Nigeria, but also in other parts of the world.

    Addressing staff members of the two companies, the Country Manager, Google, Juliet Chiazor, said it was imperative for any organisation that would survive to develop a strategic marketing campaign that could stand out in the competitive market.

    She noted that customers were faced with about 2,000 marketing messages streamed on various communication platforms daily.

    Chiazor said for any player to excel, its communication must be appropriate and target at the right audience.

    She said Google upholds innovation in its dealings because it is aware of dynamism of various markets the world over.

    Chiazor said Google has solutions that corporations could use to achieve their goals in the target markets. Some of those solutions, according to her, are: Google Voice Search; Google Maps; Google Now; and Google Photo Sphere.

    She declared that television viewership was declining as audiences were shifting online.

    Specifically, she said there was an increase of 60 percent of online video streaming that customers are faced with.

    “Brand building elements still entail awareness and emotional engagement just as the case with traditional marketing platforms”, she added. Based on this, she advised that video should be seen as an integral part of brand building and should be used more in brand communication.

    Meanwhile, the Chief Digital Officer of MediaReach OMD, Patrick Gomes, has acknowledged that social media has a very important role to play in placing corporations ahead of competition in the market.

    His words: “At MediaReach OMD, we are aware of the new trend towards digital marketing as the future of brand communication. We already have channeled our process towards the development and our clients have started benefiting from the initiative.”

  • Our vision is to become biggest travel brand in Africa

    Our vision is to become biggest travel brand in Africa

    Hotels.ng is Nigeria’s biggest online hotel booking portal. It books 7,000 hotels in the country with more people making bookings on its website daily. In this interview with TONIA ‘DIYAN, its founder and Chief Executive Officer,  Mark Essien, said the vision of the platform is to become the biggest travel brand in Africa. He also spoke on the evolving e-commerce sector, among other issues. 

    What is the drive for your choice of business?

    My primary drive has always been technology and I believe that technology is one of the areas that is going to have the biggest impact that we’ve ever seen in the world. The state of technology is like how cars were at the dawn of the century. Before that, everybody had been using a common man’s transportation and then, a new company rapidly developed cars. In the first 20 years of the century, we went from horses moving around everything to advanced cars that have not even changed much. So right now, in the face of technology, we are in the first 20 years of technology.

    A lot of companies will be built that are going to dominate this market and that are basically going to change the way that we do things. I was always very interested in technology and living and studying in Germany at the time, I saw that there were lots of technological innovations happening there that weren’t happening in Nigeria or Africa. So, I thought of analysing the Nigerian market and see what kind of company can be built.

    After looking into various things, I was able to settle for this particular market which is the hotel booking market and it turned out to be a good decision, because from there, we have proceeded to something bigger than what we were two years ago.

    How did you manage to get the idea off the ground?

    It was two years ago, my friend and I in Calabar were there trying to source hotels and trying to sign them unto the platform and within the few months, we were able to gain enough traction and bookings and gathered investment from local entrepreneur like Jason Njoku, who is the owner of Iroko TV. Using this capital, we were able to secure hotels in Calabar, Lagos and almost all the states in Nigeria. We operated successfully for the first year, second year and recently, we have been able to raise $1.2 million from a new set of people and we plan to use the money to expand not just in Nigeria but across Africa.

    In what other ways can this investment help the business?

    The most obvious thing that anybody has to do is to make sure that the right quality things are put in place. Our focus at this time is trying to recruit people who are very smart and determined and really want to achieve a lot in the online space and we have successfully done that by purely building up an all staff team that is turning out to be an impressive one with an impressive kind of work.

    How would you assess the Nigerian hospitality industry in relation to the emergence e-commerce sector?

    The Nigerian hospitality industry is a significant part of the country’s economy. It contributes right now about 3.6 percent of the country’s GDP which is a massive number if you look at how big Nigeria GDP is.

    The country’s GDP is constantly growing and as it grows, the Nigerian hospitality industry grows. E-commerce, which is the online equivalent of trading, would always be a much bigger part of the overall economy because every day people have to buy things and sell things. It is almost the second biggest, and then travels. That is because people need to travel and as business improve, more and more people travel. Generally, you see that in every emerging economy, the first online platform that takes off is e-commerce. The next one that takes off is always the travel. We have seen that in indigenous players like wakanow.com. We have seen it in the hotel booking space where we belong. Comparing e-commerce with travel is a very good idea because as one grows, the other is supported to grow.

    How would you assess local interests in the e-commerce sector as regards investment?

    At the early stage, very few Nigerians were venturing into e-commerce. There were very few African or Nigerian investors investing in African start ups. There were not many people that were even interested in going there. So these people came in and built this business as if it is a Nigerian business to help them. We can now see more competent people who can be coming up and more local investors investing in African start ups. For example, Jason Njoku, who founded Iroko TV, invested in us (Hotels.ng).

    Our second investor, Ehosa is from Echo VC. Today, our company is over 90 percent Nigerian owned. More competent Nigerians are coming up to build this company as opposed to the foreigners that are coming in to make and remit the money abroad and I know that over the next two years, we will see more and more indigenous online businesses come up, as people start realising that they can enter this industry and start making money from it. We can see more interests from the bright young chap instead of thinking of going into oil and gas or banking, they will start thinking of going into technology and look at how technology can help improve circumstance and the life around them such that they can also start using it to make money.

    What advice would you give to a young Nigerian who would want to venture into an online business with a foreigner?    

    There are different types of company with different models. There are companies that invest and believe in you, and they believe in your ideas and give you enough capital to grow your ideas. We have one of such investor, Omidyar Network for example, they do not come in and try to control everything. As the ideal owner, you are maintained as the founder and over 80 percent stake of the company is put in your care. They take small bit, between 8, and 10 percent of the company.

    They give you enough capital that allows you grow the company. They will also do things like fly you out to help you design your strategy and meet people that are further advanced than you, and this is the right type of investors.

    The wrong types of investors are the type that take 98 per cent of the company, make you sign an agreement that they can fire you at anytime. It is important to look at the profile of the person you are about getting into business with. For instance, what is the mode of the work of this particular person you are entering into partnership with? Are they the kind of people that believe in you and in your ideas and are willing to provide capital to fund your expansion? Or are they the kind of people that want to come and take your idea and take over control of the idea? If you see such people you avoid them and know the people that are right and good for your kind of business and partner with them.

    What are your projections or where do you see yourself five years from now?

    In five years, we aim to become the biggest travel brand in Africa, beyond Africa and in other countries. We will be smarter and more determined depending on how the market develops.What we saw three years ago, the models are not as big as what they are today, we have to adapt, we are here waiting for what is going to happen and when it does we will be ready for it.

    What must the new government do to improve the ecommerce sector in the country?

    The government should enable transactions and help people do more business basically. They should find a way of investing in peoples idea in a way that make sense such that more can be contributed to the GDP over a long term, the government will recover its money and more through taxes. This is a potential idea of how the government can invest, instead of giving the money to friends and families.

  • Brand activation is the future

    Brand activation is the future

    As innovation continues to drive marketing, from the old to modern creative leaning, in the face of competitive marketing budget, the Chief Executive Officer of Oracle Experience, Mr. Felix King Eiremiokhae, has said investment in brand activation is the future of marketing.

    Brand activation, a significant part of below-the-line marketing, is an ideal way to build up, change or enhance a brand’s image. It’s a way of communicating with the crowd, and intensifying their relationship with a product or brand. Brand activation can be used in many ways, from Point-of-Sales-techniques to on the field activation.

    Over the years, clients have not been making any meaningful marketing budget provision for brand activation, but the recent success recorded by brand activation agencies has begun to attract interest from brand owners, despite that some still consider it a risky investment. While innovation has continue to be the driver for the growth of the emerging marketing mix in the marketing communication, Eiremiokhae said experiential marketing agencies have moved from  dancing on the streets to seeing themselves as story-tellers in such a way that appeals to the emotion of consumers.

    “So, that is the direction. That is why you discover that most agencies that are not into ideation would struggle as we progress in the industry because every brand wants to tell a story. Story that people can walk away and remember over a long period time, but how many agencies can tell a story through activation? That is another story for another day,” he told The Nation.

    As one of the experiential agencies that drives the big budget and project in the brands and marketing industry, he said challenges in executing groundbreaking   activations have  been huge, adding that the most mountainous of all challenges in the industry comes from practitioners themselves.

    “Life itself is a huge challenge and what separates you from others and makes you outstanding is how you are able to manage these challenges when they come your way. I keep telling people that you need to take risk for you to be able to stand out. The biggest challenge we keep seeing in the industry is ourselves.  We keep doing things that had never been done in the industry and that is a huge challenge for us because you are required by clients to surpass your previous feats. So, it is already difficult for people to understand the direction we want to go. What we do here at Oracle is like a paint, who has all the ideas but those ideas are inside of him. Therefore, trying to reinterpret those ideas sometimes could be really challenging. But the good thing is that clients are always patient with us and give us the opportunity to express our inner thoughts and that make it easy for us,” he said.

    Besides Eiremiokhae said marketing budget, manpower and third party supplier challenges could undermine delivering innovative brand engagement activation.  “Looking at our environment you discover that sometimes budget can also be a very big issue. Besides that, manpower and  third party supplier are huge challenges an agency like ours could face in delivering on these innovative brand engagement activations, but somehow, here we are, the clients are happy with us despite the challenges and they are always ready to stay on a journey with us,” he said

    Despite that he said Oracle Experience was able to executive award-winning brand activations. Some of the activations, he said, included STAR Bottle Tree, Guilder re-launched, Guilder Yacht and Heineken Green Light Experience. “All of them represent different things. If you look at Heineken Green Light Experience, the concept and ideation are totally different from the Star Bottle Tree. The concept of Guilder Yacht was equally very different from that of Guilder re-launch despite the fact that it is the same brand. We create to fit every experience. From the Star Bottle Tree we broke the world record and built a Christmas tree from the Star Bottle to the level of 36 feet. For us, that was quite amazing and it got some international recognitions, one of which is creating a new record in the Guinness Book of Records as the tallest Christmas bottle tree in the continent. It was broadcast all over the world too,” he said.

    Clients don’t want to take risk in brand activation.

    Despite that, brand engagement activation is the way to go in the marketing communication industry. He said most clients are afraid of taking a risk except for few ones. “Most fast moving consumer goods (FMCG) businesses like to play safe when it comes to taking risk in brand engagement platforms. They are not ready to take such risks, but before a brand can become exceptional and outstanding it has to take risk with such remarkable activations.

    “Nigerian Breweries is a company, which likes to take risk. They have the belief that they have all it takes to embark on the journey with us. So as a global company, NB is not just playing around at the local market, they are also playing at the international stage because Heineken is a global brand therefore, whatever you are creating locally, of course, you need to also showcase it internationally,” he said.

  • ‘You are your own brand’

    ‘You are your own brand’

    Three women from Uganda and Nigeria left their works, homes and families for the ancient town of Iseyin, Oyo State. But they were not seeking the large markets of woven traditional cloth and pot. Since the establishment of the Ebedi International Writers Residency, Iseyin has become a haven for writers across the continent. The trio came determined to write but fate had more in store for them. In this conversation with EVELYN OSAGIE, they shared their thoughts on the town and more.

    Akisanze Segawa, Timi Ovuru and Chinyere Obi-Obasi are three women united by their passion. Their passion for writing drew them to the prehistoric town of Iseyin in Oyo State. They were residents at the Ebedi International Writers Residency.

    Each had set out to achieve something different with their writing but got more out of the place.

    On the notion “Nigerians don’t buy books”

    Timi Ovuru:

    Really, they don’t. As a publisher, I have two books out: one is an audio children book, Little Snake and Little Frog by Gabriel Okara and a children story by my daughter. My experience is Nigerians don’t by books. Even when the audio book is as cheap as N300, people would often price it for 100 or N150 when the cost of production is N250. At an annual book and craft festival I gave a paper on the challenges publishers are facing. After putting so many efforts to produce a work, you and your author are hoping that much money would be made from it at the end of the day. Unfortunately, that is not usually the case. It would interest you to note that most of the copies I have sold were bought from outside the country. I always take my books with me when I am travelling.

    Nakisanze Segawa: I don’t agree with that statement that Africans don’t read or books. I don’t think Ugandans or Nigerians or Africans don’t read. I think we are trying to be elitist when we say otherwise: we don’t go down to the grassroots. It also depends certain circumstances, like in South Africa, most black South Africans don’t read because the books sold in black communities are made expensive. If the books are cheap people would buy them. I remember Chimamanda Adichie once said such statement is one of those stereotypes that have managed to get into people’s head. Sometimes, we let these stereotypes get to us and we get to believe them. From my experience, although I have never published a book, we have a bad marketing strategy. Last year, I volunteered to sell books for a publishing house. The publishing house was so amazed that I sold more copies than the marketers that they’ve employed. I realised that authors are not involved in the marketing and selling of their books. They expect the publisher alone to do that. But this is a growing economy and a young literary culture. As a mother of your baby, you should get involved in every process.  I know my book would come out one day so I am getting involved by volunteering to sell other people’s books.

    You are your own brand. It is about packaging of the writer. Someone would buy your book because you are visible, or good-looking. I would still cite Chimamanda as an example; she has done well building her brand.

     

    On dwindling reading culture

    Chinyere Obi Obasi: I think the problem of reading or the reading culture began to decline at a time when the Middle Class was almost wiped off in Nigeria. Before then we used to mobile book hawkers. At that time cost of living was cheap and standard of living was high.

    If parents recognise the effect of reading, they would make that extra effort to buy. This will force them to read. Let the consciousness be there. Buy books for your kids. Everywhere my children go, whether it is in the car, the market, the barber or photographer’s shop, I make them carry a book. So, for instance, assuming your children don’t want to read at all but want to watch Disney Channel, they will go to the channel one day and find that the programme showing is the one they have watched many times before. And by the time they turn to another one, they’d find it is the same with everywhere they’d probably pick up a book. And if they find it is very interesting, unknown to them they’re already imbibing a reading culture which when nurtured could go a long way to improving the child mentally. Note that we are only talking about rich parents here.

    Also books are now very expensive. The music industry, not the pirates, has found a way of mass producing their CDs, making their products cheap and accessible to the man on the street. You now find original CDs selling for as low as N200.

    But as a writer, the least I can sell my children’s books to break even is N500 and the book is 60 pages. For me, the question is how we can bring down the price of books. And make very affordable.  I once went for a writers’ programme where the three guest writers’ books were above N1500 each. I remember protesting openly because by that time the three books cost about N7500.  They explained that the books were imported.

    Ovuru: This generation of youth does not have a reading culture. I remember when growing up I used to read a lot. Also then, there were lots of books  children stories and all kinds of novels. As a growing child we used to buy books ourselves from money we’ve saved. We used to read James Hadley Chase, Mills and Boons: our parents don’t used to buy it for us. And they were cheap. You could easily walk into a bookstore and buy a book.

    And it is not about cost because books are still cheap. It depends on what you your heart is. People who say it is expensive can afford to spend N5000 on recharge card, on home videos, etc. Probably with the influence of the social media, most youths won’t save money to buy books but would rather buy recharge cards to stay on social sites, shoes, beauty accessories- things that I regard as unnecessary.  Then such things did not matter. You could wear a pair of shoes for some time as long as you kept it clean, but you are always with a new book every week and sit and chat about them with friends. There is now a saying that the easiest way to hide information from an African is to write a book.

    Segawa: I must add that the bad quality of books also a major cause of the decline.  Some books are badly written: you’d read some books and from the first line you find a lot of grammatical errors. And this we can blame on self-publishing. Books no longer go through the rigour of the publishing process like those of the past.

     

    Our six weeks experience

    Obi Obasi: It was a wonderful time because I am a mother of five. I always have a lot on my plate and do not that much time for leisure. Ebedi was a combination of many things for me. I already have a good writing culture but Ebedi gave me unlimited time to write. Ebedi gave me time to relax. I didn’t have to cook or wash. I slept well, woke up refreshed and wrote well. And for every working mother, that is a great gift. I had time to work on a project all day. At home, I could start a project on Monday, and then something else may demand my attention, which often happens, and by the next day when I want to return to my writing, I’d spend time I should be writing other to refresh my memory. Mind you such routine goes on throughout the week, every month and year. But Ebedi gave me the opportunity to run through a work without any break in transmission, no “mummy we want to eat”.

    It also gave me time reflect on my past and think on the way forward for the future.  Up until last year August when I resigned from the bank to go into writing full-time, I knew what I wanted to do. These six weeks gave me time to articulate and put my thoughts and life together.  All these would not ordinary have happened with a crowed schedule. Ebedi also told me you can be a writer. Before I wrote sparingly, but here, it kept flowing. I also started something on Facebook; I pasted the short stories I wrote here on my wall.

    When I was coming to the residency, one of my worries the residents: would be difficult or friendly. Ebedi made see the goodness in a human heart. I meet two wonderful people and now anytime I am set to go to Uganda or Bayelsa, I know where to stay.  Also, looking at this structure by one man, I am challenged on what I am also going to do for humanity and Nigeria. Segawa trip was sponsored to and fro. I am going to liaise with Dr Okediran to set up a library for Ebedi that would involve the donation of books from past residents and new residents.

    Segawa: My six weeks experience was simply amazing and I think I have done all I came to do. I have worked on my manuscripts and done some short stories I never thought I would do. I worked on my novel project, entitled The Yellow Ghetto, and completed another one I had started before coming to the residency. I am yet to finish working on the first one.

    Also, I had expectations to meet new people; to write and to share my writings with other residents. I had wanted to move around; get a little bit of the remote Nigeria and see how Nigerians live and the food they eat. I am glad I was able to see Nigeria through the community, Iseyin. I think Africa is basically the same; apart from the weather which is hotter, in the beginning it was a bit misty, Iseyin could pass for any other remote village in Uganda and across the continent.

    Their food is amazing. I would trade Nigeria foods for our food. Laughs. Apart from the pepper which I would have to reduce or do away with, but I really like the food. I especially like the yam  the boiled yam with stew. We have yam in Uganda but it is a different kind of yam. But I think I enjoyed the soup more than the yam because it is new to me. I like the soups and the coconut rice.

    However, as Chinyere mentioned Ebedi needs a library, because there were moments when I experience a writer’s block, all I needed was a shelf of books to awaken my muse. They also need to add another school to the one which residents are presently mentoring so at a point, it became too monotonous.

    Ovuru: I actually got more than I bargained for. I have never written like this or dedicated so much time to concentrate on my writing. Because of the nature of my job as a Speechwriter to the First Lady of Bayelsa State, I have never really had time to write. Most of my writing is done during my spare moment which should not be. I don’t think writing should keep until when one has some spare moments.

    As is the tradition with Ebedi, we interacted with the students. I taught them creative writing prose. It was fun. At first when we met them they were complaining of us not speaking Yoruba. Chinyere helped us manage the children: she is good working with children. Chinyere taught them public speaking and poetry while Nakisanze took them poetry. Aside the initial hiccup of communication gaps, it was fun all the way. They have good finished works which were products of the assignments I gave them from which I would select the best stories to publish them as my contribution to their development

    I worked on a collection of short stories, The Butterflies in my Stomach. I actually plan to do a ninestory book but by the time I got here and started working, I was advised by Segawa to do a 12-story book that 12 was a lucky number. I have eight stories already. Poetry is what I used come out of the writer’s block. I have been able to complete a collection of poetry here. And I have almost finished a play that I started here, Akuri Eleven which is about the Odi Saga that happened in 1999.

    Obi Obasi: I concluded work on and hope to soon republish, Chijike, a children book that had won the Association of Nigerian Authors (ANA) Prize for Literature in 2011. I had kept working on it since it won, but completed work on it when I came here, and sent it out to some of my wonderful friends  Peter Umez, Kenechukwu Izukwu and Kelechi Njoku. I had tidied up a book I have been working on for about eight years, Even with talent. I am sending it to an editor, Izukwu, and have contacted the publisher, Timi, who I met here at the residency. She would be publishing my book, it is now over 300 pages. Then I had wanted to start a series in children work and had meted the idea about two. Interestingly, I have completed the first and second drafts of two of those books in the series; they are to go the editors. I was able to able to assess the works I have done in previous years. That was when I discovered I even had an unfinished novel that was over 100. And I started work on it. So I am leaving here very happy and fulfilled.

  • FirstBank sustains brand loyalty with Savings Promo

    FirstBank sustains brand loyalty with Savings Promo

    She has been banking with Firstbank of Nigeria for 28years. She grew up to see her parents banking with the same bank. Mrs. Ebisan Onyema, opened up on her long relationship with the bank penultimate week when its Group Managing Director/Chief Executive Officer Mr Bisi Onasanya, presented a new Toyota Corolla to her as the winner at the final draw of the bank’s Savings Bonanza.

    Her story illuminates the meaning of customer loyalty and how the reward system of a brand can sustain such cult followership.

    At this time of economic downturn, marketing professionals are looking for promotional tools to secure market share in the very competitive climate. They are using promotional incentives.

    “This experience and winning the prize has deepened my loyalty for FirstBank of Nigeria. How I wish other banks can support their customers through this reward system. I have been banking with FirstBank in 28 years. I grew up knowing my father and my mother banked with the bank. So, there is a long connecting point between the bank and I. So, a bank should not expect loyalty when there is no reward system for their loyal customers. I’m excited with this prize,” she said.

    Loyalty marketing is an approach to marketing, based on strategic management, in which a company focuses on growing and retaining existing customers through incentives. Branding, product marketing and loyalty marketing all form part of the customer proposition – the subjective assessment by the customer of whether to purchase a brand or not based on the integrated combination of the value they receive from each of these marketing disciplines.

    While the recent campaign by FirstBank has been predicated on renewed campaign theme, ‘You First,’ especially with the celebration of its 120 years of operation in the Nigerian market, the bank has gone on promo spree to champion financial inclusiveness through its marketing activities in recent times.

    Speaking at the car presentation ceremony, Onasanya noted that the FirstBank Savings Bonanza delivers to the bank’s promise to put the customer first as it is designed to reward customers for their patronage and loyalty to the brand over the years. “FirstBank has been changing the life style of average Nigerians with its Savings Promo since 2008. We would continue to churn out innovative and tailored-fit products to support customers’ needs and aspirations”, he stated.

    “Few months ago, we gave out six bedroom house to winners of our promos. Today, we gave out brand new Toyota Corolla cars to winners of our promo is different locations. Intending customers should go to our branches and open accounts and win lots of prizes,” Onasanya said.

    While this is part of the bank’s continued drive to encourage savings culture in the youth and unbanked segments, the reward system is believed would deepen the bank’s customer base especially as the bank through a draw which took place on March 12, 2015 to produce the winners as promised.

    The promo which kicked off in September 2014 has produced over 1400 winners including 12 winners of brand new Hyundai Elantra and Toyota Corolla cars.