Creativity is bedrock of marketing – Ojeikhoa

By Zion Rufus

Inventiveness and creativity have been identified as some of the essential skills required for the success of any marketing enterprise.

In an interview with MARKETING EDGE, managing director and CEO, Brands Optimal Limited, Otis Ojeikhoa noted that as a marketer, you need to be creative to find the right insights, especially on the premise of experiential marketing.

He said: “First, experiential marketing, just like every other marketing practice, is a creatively founded enterprise. If you are not creative, you cannot find new ways of engaging the consumers. Like we rightly said, the attention span has become shortened and the behavior is volatile, so we need to ensure that we find new ways to catch them quickly and keep them volatile. You need to be creative to find the right insights; first, the right idea that fits that insight, the right platform upon which that idea will be carried for them to be able to have meaningful engagement.”

Today, experiential marketing creates synergies that improve loyalty, through focusing on providing sensory, emotional, cognitive, and rational values to consumers.

According to Ojeikhoa, you must be able to psychoanalyze your target audience, micro-target him, and psychoanalyze him to know what his pain points are, the things that bring him joy, and open him up for engagement and for vulnerability.

He continued: “If you cannot get your consumers to be vulnerable, you cannot engage them; only creativity will make that possible. Once you are able to do that, engagement becomes easier; and if you keep it consistent, you have done your job.”

Validating why brands find it more profitable to use experiential marketing more than any other tools in the marketing communications mix, Ojeikhoa explained that although experiential marketing may not be able to reach one million people at once like radio, TV, and Outdoor, “the impact experiential marketing will be able to create is what leads to conversion, purchase, repeat purchase, and loyalty.”

He pointed: “And that is what the client is looking for. It is only experiential marketing that can empirically demonstrate that ‘because of this message or engagement, I sold this number, instantly, in real time.’ That is why they say in experiential marketing, that experiential marketing is a sword or a bullet that strikes an inch wide, but a mile deep.”

In both B2B and B2C industries, companies are beginning to prioritize reaching all the fundamental areas necessary for building a profitable relationship with their target audience, as customers are also beginning to enjoy the freedom of experiencing brands first-hand in innovative ways and at their convenience.

Ojeikhoa explained: “Experiential marketing may not be able to reach many hundreds of people at the same time, but if it reaches 100 or 50 people, it has captured the heart of an even larger number. That’s why you can go into a store, after being engaged, you buy something and you ask yourself ‘why did I buy this thing’. It has happened to all of us, that Is the power of experiential marketing. Advertising might now be able to do that for you. So, yes, each of those instruments in the communication mix have their respective roles that they play. Some are designed to create that broad, generalized awareness, some are created to reinforce certain messages, but experiential marketing is created to drive conversion and sales, and that is what the brand wants ultimately.”


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