Combine technology, creativity to stay ahead of the curve – Eguridu
By Felicia Nwosu
Against the backdrop of numerous changes in the marketing communication ecosystem over the years, Tony Eguridu, General Manager at Michael Angelo Media Ltd, and one of the leading lights in the Out-of-Home advertising, has posited that, for OOH advertising professionals to stay ahead of the curve in today’s fast-changing world, they must combine technology and creativity. He noted that industry practitioners can only be on top of their game by paying meticulous attention to procedures, business offerings, and adherence to regulatory practices.
The OOH advertising professional said this during his presentation as one of the speakers at the MARKETING EDGE 2023 Fireside Chat with the theme: “Staying Ahead of the Curve: Combining Technology and Creativity to Leapfrog with Superior Value Offerings.”
The brand builder further urged professionals to maintain competitive edge through the implementation of constant innovative ideas, technology compliant, operational excellence, competitive pricing/rates, lowering of overhead, and also good governmental/regulatory relations.
“To remain in business and stay relevant, you must be able to differentiate your product from others. Staying ahead of the curve is all about being faster than other brands, people, companies, ideas, and technology. It is by being competitive and doing things differently. We must be creative by developing new products that will keep us ahead of our competitors, and embrace technology that can keep the overhead very low. Also, we must offer value to our would-be buyers/clients, ensure we have zero tolerance for distractions, avoid procrastinations as well as being deliberate and intentional,” he said.
Speaking further on the need to stay ahead of the curve, Mr. Egirudu reaffirmed that outdoor advertising, like other professions, is not immune to the technological disruptions making waves across various sectors of the economy amidst stiff competition. He pointed out that the application of scientific knowledge for practical purposes has witnessed significant and transforming changes, making multi-millionaires of those who accepted change by taking the risk of accepting technology. He stated that Out-of-Home business has moved from where it used to be to new technological display
“Through creativity, the industry evolved with the introduction of new billboard designs, from creative engineering using technology assisted tools, creating what seems like the impossible, which wowed the public. In the early 90s to 2000, there were limitation on the variety of boards available at the disposal of the buyer, however, technology-driven initiatives changed the narrative, introducing the electronic technology of LED Gantries, ICONIC Billboards, Façade Branding, and giving buyers multiple options to choose from,” he disclosed.
He maintained that the Out-of-Home advertising professionals will continue to make remarkable statements once they continue to give superior value offerings and propositions in the sector through technological disruption and ingenuity.
“Your value proposition will determine your success or failure as a business. If you have nothing to offer at the negotiating table in terms of benefits et al, then you are bound to fail. A company’s value proposition tells a customer the number one reason why a product or service is best suited for that particular customer. A value proposition should be communicated to customers directly, either via the company’s website or other marketing or advertising materials. A successful value proposition should be persuasive and help turn a prospect into a paying customer,” he concluded.
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