Engage consumers with smaller ideas or patterns, Prof. Ogbechie tells brand owners
Professor of Strategic Management at Lagos Business School, Pan-Atlantic University, Professor Chris Ogbechie, has tasked brand owners to effectively communicate and engage their consumers with campaigns that are in smaller proportions or patterns on a constant bases.
Prof. Ogbechie recently disclosed this at the 2019 MARKETING EDGE National Marketing Stakeholders Summit & Brands and Advertising Awards at the prestigious Balmoral Hall, Oregun, Lagos.
He stressed that the world is in a jet age where things are done on the go, adding that the marketing communication industry is not exempted from the realities of today’s world.
He pointed out that brands are always in battle for consumers’ mind noting that it is only those brands whose advertisements resonant and constantly appeal to the customers that will win the battle in their mind.
According to him, just like companies in the Fast Moving Consumer Goods (FMCG) industry have developed smaller Stock Keeping Unit, SKUs to boost the affordability of their products to consumers at the wake of the recessionary period; brands also need to constantly engage with their customers with smaller ideas of their campaigns on a constant bases.
He stressed that constantly relating with the consumers in smaller ideas over a long period of time enables the brand to create that emotional attachment between the brand and its consumers.
Prof. Ogbechie said: “In recent times, brands need a constant shift and must release themselves to the target audience in smaller ideas or patterns for better involvement and engagement.
“In smaller doses like short videos, smaller campaigns on different media platforms because they said little drops of water make a mighty ocean. As you know, that constant interaction is something that builds certain perception in our minds.”
He continued: “Most marketing people will tell you that marketing itself is a fight for the consumer’s mind. The more you get into the mind, the higher you are on that ladder, the greater your chances of being successful with that consumer.
“Creating the brand involves constantly telling the story through visual imaging and constant messaging on several platforms and media. The building of awareness and relationships with customers on products and services must be done on multiple platforms.”
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