Explore political season to build equity, experts tell brands
By Oghale Mafuru
As the Nigerian polity gets heated with momentous activities by the three leading aspirants jostling for the number one seat of the country, brand custodians have been advised to leverage the political season for effective brand positioning through close affinity with consumers’ touch points.
Insights into customers behaviour are necessitated to help brands have deep understanding of the environmental and circumstantial impact of occurrences on purchase habits. Moses Mogbolu, Chief Marketing Officer, Brand7Ps Communication Ltd, made this assertion during an interview with MARKETING EDGE.
He stated that while Nigerians are overwhelmed with concerns about the 2023 general elections, it is a good opportunity for effective brand positioning.
“There is the need to understand the consumers’ mind, consciousness and what drives them. Organisations have both internal and external environments. As a brand manager or owner, the only thing you can control is your internal environment. You don’t have control over what happens with technology, political environment, legal system, etc. As a country going into the election, whether we like it or not, the focus of many people will be who will be next the president of Nigeria? Who will be the next governor of my state? Who will be the next senator representing me. Who will be the Federal House of Representatives member representing me. By that action already, the consumers’ is not stable. Their minds are focused on how they can better their future through electing a representative that will truly represent their interest.
“As a brand manager, if you decide to dance in the opposite direction of the wind or wave, your message will go into clutter and get lost in the midst of political activities. Every business that is sensitive must know that the 2023 general elections is a very important one for Nigerians and the International body. So you have to leverage the election to promote your business” he added.
Speaking about how brands engage with consumers through important events and seasons such as the World Cup, the marketing expert urged brand managers to optimise marketing efforts by riding on trends and occurrences.
“During November, the whole world focused on the World Cup despite the fact that Nigeria didn’t qualify for the World Cup, brands that are sensitive, leveraged the World Cup to promote their business, connect with the consumer and increase their sales. Look at the Christmas period, whether you are a Muslim or Christian, no matter your religion, Christmas period is towards the end of the year and everyone wants to relax at this time of the year. So what did brands do? Brands leveraged on Christmas promo to also promote their business.
“Look at the electoral campaign, analyse the key stakeholders involved in the campaign. Look at the consumers as part of the system. The market women are involved; labour unions are involved as well as every facet of the economy. How can I leverage this campaign to promote my business? What aspect of my business will be needed for this campaign? What aspect of my business will resonate and give hope to Nigerians? What aspect of my business will I use to connect with the campaign to reach the local population? In doing that, the campaign will work in line with your brand. But if you decide to do the opposite, like promoting something that is totally outside what is happening within the environment, you are going to spend more money and your message will be lost” he stressed.
For Dike Lawrence, a marketing communications expert at Empowerment Support Initiative, purposeful brands are proactive and deliberate in their marketing plan, optimizing every opportunity to engage with consumers. He stated that the electioneering season is a time for brands to explore the immense opportunities available to build brand equity
He said: “The month of February is very significant to both brands and customers as elections shall be conducted for the electorate to elect new leadership for the country. It is this leadership that will provide direction for brands. It is also the Love month, so brands should begin to pass a message of good leadership, emotional connection, love, goodwill, empathy, care and mutual respect, which good leadership represents, to the customers as we prepare for the elections and Valentine Day.
Brands should remember that they are corporate citizens and they should be promissory and futuristic with a clear message of hope, love, sympathy, and promise. It is a purposive leader that loves its citizens and brand should also represent this image in the minds of its customers too” he added.
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