Experiential marketing grosses over N50b says EXP Boss
The Managing Director, EXP Marketing Nigeria Limited, Mrs. Rosemary Akpo, has said that the Nigerian experiential marketing industry is worth over N50 billion in terms of spend.
Akpo, who disclosed this during an exclusive interview with MARKETING EDGE, stressed that EXP Marketing has positioned itself to take a larger chunk of that spend.
She pointed out that the over N50 billion spend was so because most brands and business owners spend huge sums of money on both the digital and experiential arms of their businesses.
According to her, EXP Marketing has so far differentiated itself to be one of the best agencies to reckon with in Nigeria by delivering qualitative services to its numerous clients.
The agency, she said has invested a lot in its staff through adequate training that enables them acquire relevant and cutting edge skills that give them that competitive advantage in the market place.
In her words:”The experiential marketing industry is growing. I was a Marketing Director before I joined EXP Marketing, so from my own perspective, experiential marketing is growing. The last data that I looked showed that the space in Nigeria is worth over N50 billion, so what it means is that a lot of marketing investments are being diverted to two spaces; it is digital and experiential marketing.”
“Even for digital to work, you need experiential to create content that you put on digital, so that is why you will see that more companies, more marketing people are putting their money behind experiential marketing.”
Asked about her plans to turnaround EXP Marketing, Apko noted that her major targets is creating values for the agency’s clients and training its staff to the level where they could comfortably manage and render qualitative services to their clients.
She said:“My people are the most important part of my job, every day I wake up, I say to myself, how can I make these peoples’ jobs easier for them. How can I make EXP an exciting place for people to come to work and do not want to go home.”
“When you walk through my office, my staff will tell you that our MD is a peoples’ person but I am also quite strict, it is not like I am a peoples’ person and I relax. I always ensure that we are doing the right thing all the time because if you keep doing the right thing, good things will come your way.”
“So, my first and only priority is my people and there is something that the former Governor of Lagos, Mr. Babatunde Fashola, used to say that we pray that our loyalties will never be tested but if my loyalty is ever tested, it will always be with my people.”
The MD, EXP Marketing also assures that she would run her agency to also support other agencies in the EXMAN group, stressing that there was need for collaborations amongst agencies for the benefit of the industry.
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