By Modupe Gbadeyanka
The regular change in consumer behaviour has continued to give companies and their chief marketing officers (CMOs) racking their heads on the best ways to sell their products.
This, according to McKinsey, has led to the need to regularly broaden the roles of marketing and the CMO.
“Today, many chief marketers focus mainly on building brands, making advertising more effective, and perhaps market research.
“Although these responsibilities aren’t going away, CMOs must address several other areas as well: leading company-wide change in response to evolving buying patterns, stepping up efforts to shape a company’s public profile, managing complexity, and building new marketing capabilities throughout the company as a whole.
“The relative importance of these new priorities will of course vary by company and industry, but the broad importance of reinventing the CMO’s role as a strategic activist is similar across them,” the platform stated.
On Friday, September 16, 2022, senior practitioners in the Nigerian marketing industry will gather in Lagos for this year’s CMO Forum of the Advertisers Association of Nigeria (ADVAN) themed Evolving Role of the CMO.
Expected to address the audience are the Managing Director of P&G Nigeria, Mrs Mokutima Ajileye; and the former Group Chief Marketing Officer of Dangote Plc, Mr Oare Ojeikere; with the Head Marketing and Communications at Access Bank, Mrs Chioma Afe, moderating.
In a statement, the organisers said the forum will provide a unique network of the nation’s marketing leaders with a platform to better navigate the fast-changing marketing landscape.
The meeting is open to only senior, client-side professionals such s CEOs, CFO, CMOs or the equivalent, according to the Chief Executive Officer of ADVAN, Mrs Ediri Ose-Ediale.
The theme intends to focus on leadership: insight into the challenges facing our industry: leading to the development of actionable solutions for the industry and specifically for ADVAN member companies.
“The ever-changing marketing environment has prompted the CEOs and CMOs to continually, to meet and share ideas and international and local best practices,” the president of ADVAN, Mr Osmade Uwubanmwem said.
Common Mistakes Organisations Make When Measuring Results—Ayaosi
Modupe Gbadeyanka is a fast-rising journalist with Business Post Nigeria. Her passion for journalism is amazing. She is willing to learn more with a view to becoming one of the best pen-pushers in Nigeria. Her role models are the duo of CNN’s Richard Quest and Christiane Amanpour.
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By Dipo Olowookere
A renowned Public Relations (PR) measurement and evaluation practitioner in Nigeria, Mr Austin Ayaosi, has highlighted some common mistakes organisations made when measuring their results.
In a chat with Marketing Edge, Mr Ayaosi, who is the Lead Analyst at BrandImpact Consulting, a full-scale media and public relations measurement and research consultancy based in Lagos, stated that one of the blunders is attempting to measure PR performance in silos.
He advised that to avoid this gaffe, PR measurement, especially when it plays a supporting role, should be done in alignment with the overall goals which it supports.
“It is difficult to truly measure and evaluate the success and impact of a marketing campaign in which PR provided support without aligning PR objectives with marketing goals for the campaign.
“Similarly, measuring the impact of internal communications on employees should be done in collaboration with the HR unit,” the PR measurement expert said.
Speaking further, he said, “Another mistake is that more often than not, PR and Corporate Communications managers don’t take time to understand their organisations.”
He pointed out that, “It is important to understand an organisation; know the organisation’s priorities, then align your role and measurement/evaluation framework with the priorities.”
“I believe that’s what the smartest practitioners in Nigeria have done to secure a seat at the table. I call them the smartest practitioners because the zenith of a PR career is sitting with the suit-and-tie ladies and gentlemen of the Board. Only a few practitioners in Nigeria have attained such career heights.
“The good thing is that measurement and evaluation is the easiest route to showing the impact of PR on the organisation. My advice to PR professionals has always been: Measure what matters to the Board; if you can’t do that, then make what you measure matter to the Board. Either way, you just have to measure,” he submitted.
Mr Ayaosi also used the occasion to lament the attitude of most companies toward PR measurement and evaluation, noting that they hardly have a budget for PR measurement and evaluation, thus making pitching for a measurement and evaluation job much more difficult than pitching for a regular PR brief.
According to him, what has negatively influenced PR measurement and evaluation is the myth that PR can’t be measured, noting that he has always had a contrary belief.
“I have always believed that PR can be measured. In some cases, the impact of PR can be linked to an organisation’s bottom line. It requires a deeper focus and dedication; a thorough understanding of the entire PR measurement and evaluation cycle; and a lot of work,” he said.
“For instance, we signed on a client in 2020; seven months into the engagement, the PR Manager won the company’s Annual Outstanding Performance Award, in acknowledgement of PR’s contributions to the business. It was the first time a PR manager won the award,” he added.
By Modupe Gbadeyanka
No fewer than five customers of Quickteller have been selected for an all-expenses-paid trip to Dubai for the Interswitch One Africa Music Fest slated to hold on December 10, 2022.
The winners are among the first set to be chosen through a series of raffle draws in the ongoing promo designed by the company to reward its loyal customers.
The campaign, which began at the beginning of August, will run through September and October 2022 and will avail Quickteller users the opportunity to participate in one of the biggest Afrobeats music festivals.
The first set of winners was selected through a draw that was closely monitored by officials of the Federal Competition and Consumer Protection Commission (FCCPC) and the National Lottery Regulatory Commission (NLRC) at Interswitch’s head office in Lagos last Wednesday.
The Executive Vice President & Group Chief Marketing and Communications Officer, Interswitch Group, Ms Cherry Eromosele, noted that the draw was a way Quickteller was giving back to its loyal customers; adding that this will afford Quickteller users the opportunity to interact with their favourite music artistes beyond radio plays.
“Apart from the provision of seamless and convenient payment transactions, we also seek avenues that allow loyal Quickteller users to explore their passion and enhance their lifestyle, and one of such channels is the Interswitch One Africa Music Fest.
“These draws that began in August and will end in October and will provide existing and potential Quickteller users with the opportunity to meet with their favourite top African music artistes in the emirate city of Dubai in December,” she said.
Ms Eromosele added that the music fest has maintained Interswitch as the headline sponsor for 3 years running, and has served as a platform for raw African music talents to showcase their artistry to a global audience while also thrilling their local fans.
Scheduled to thrill fans at the event are local and international Afrobeats artistes, as well as the top 6 Quickteller Barz and Notes talents.
To take advantage of the promo, Quickteller users are encouraged to make at least three transactions during the promo period for a chance to be among the lucky 20 people who will attend the Dubai edition of the Music Fest.
By Aduragbemi Omiyale
Nigerians can now begin to enjoy quality kitchen services courtesy of Honeydrop, a premium digital kitchen brand developed to meet the need for high-quality meals for discerning individuals and corporate organizations that appreciate good and hygienically prepared meals.
The company, which came into existence with the intention to disrupt the Nigerian quick digital kitchen scene, has promised its customers top-notch services that will leave them craving for more.
Already, the organisation’s various channels for order placement have gone live, including the e-commerce platform (www.honeydropng.com), WhatsApp (07014007540), e-mail (email@example.com or firstname.lastname@example.org) as well as social media handles (honeydrop_ng) for Instagram, Facebook and Twitter.
The Business Manager for Honeydrop, Mr Moses Saigbe, said the product range of the firm is diversified and covers local and continental dishes, with unrivalled specialization in soups and other unique Nigerian meals.
He stated that the main focus includes the replacement of bulk meals for families, individuals, and professional/social group engagement that can be shared amongst guests or eaten piecemeal as required.
Mr Saigbe noted that brand offerings that are based on a proper study of consumer needs and challenges would continue to remain in high demand, adding that Honeydrop’s experience since it came on stream has proved that there are still niches in the food market to tap into by willing entrepreneurs and investors.
“We intend to hold our own in the market by consistently delivering joy, satisfaction and professionalism to our growing clientele base,” he stated.
The entry of Honeydrop with its new array of digital kitchen services further underscores the resilience of the Nigerian Quick Service Restaurant Sector and the depth of competition and innovation that have continued to push the food sector of late.
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Ajileye, Others to Discuss Evolving Role of Chief Marketing Officers – Business Post Nigeria