Key marketing takeaways from Anikúlápó
By Zion Rufus
Set in the age of the old Oyo empire and projected through the journey of Saro, a traveler in search of greener pastures, Anikúlápó, a 2022 Nigerian epic film produced by renowned filmmaker, Kunle Afolayan, tells the story of vanity, fame, and above all, betrayals.
However, beyond the fantasies and tragedies, there are some key marketing tips and cautions that reverberated through the story.
When making new acquisitions, don’t forget your primary focus; the market that made you can ruin you
Case in point: Saro’s move to acquiring new wives after becoming powerful, and his neglect of his initial wife which led to her ruining him(or perhaps, him ruining himself.)
Acquisitions are huge investments, and there are lots of “attractive” brands out there that could seem like a sweet addition to your portfolio of businesses, but are they all justifiable? Do they all fit into your strategy? Or are you doing it for the flashy headlines and media buzz? Will it increase your revenues? Will it improve or reduce your profit margins?
Meanwhile, when considering new acquisitions, also consider staff retention. Some of your best talents might have a negative reaction and feel threatened by the new changes to leadership, strategy, and the security of their own roles.
Remember how the Viacom acquisition of CBS Corp ended in a total disaster? Viacom Inc. and CBS Corp. announced a blockbuster $35.6 billion merger in 1999, making it the most significant media acquisition. By 2005, Viacom was broken into two companies, and after the breakup, CBS proved to be a steady ship, while Viacom saw its shares stagnate as the company struggled to figure out how to adjust to the digital age.
Don’t be scared to explore unfamiliar terrains
Case in point: Saro left his hometown where all he knew how to do was weaving fabrics; coming into a town where he had neither experience nor knowledge of their markets, he was offered a chance in pottery so as to gather enough money to stand on his feet, and go after his dream job.
As a marketer, don’t be afraid to try new things. Marketing involves several trials and errors, the only way to know whether or not something will work, is to try.
Yes it might seem like a waste of time, but then, if you close the door on new opportunities, you might be missing out on the chance to do something great; what if the winning market was pottery?
Remember at the height of COVID when CSD giant, SBC expanded into the home and personal care category? That didn’t hurt, or did it?
Remember why you started
Case in point: Saro forgot his past struggles and got carried away with vanities.
On two different occasions, Saro got carried away with the King’s wife before his demise, and got carried away with his wealth and power after being given a second chance.
One thing you should always remember, no matter how successful you become, is where you started from, and why you made the decision to start. People often forget their beginnings after attaining a certain level of success, however, as a marketer or brand owner, let the passion, drive and determination that you had when you first set out on your business journey, keep you focused and in check.
Sometimes your competitors may know what you don’t
While exploring new terrains, keep close watch on your competition.
Case in point: Saro has always seen Akanji(Mr Macaroni) as an enemy/competition. Meanwhile, Akanji knew Awarun(Sola Sobowale) was only a cougar.
Yes you might have a competitive advantage, but have you ever stopped to think, did my competitors ever explore this ‘competitive advantage’? Did they find it unsustainable? Why have they never put such ideas to use? Take your time to get a good grasp of the technical details about the market before you dive in.
Don’t bite more than you can chew
Case in point: Saro’s affair with the king’s wife which led to his demise.
As a business owner, one of the first lessons to consider in marketing is “don’t bite more than you can chew”, and as we all know, there are so many nuances to each individual business. After gaining grounds and winning the heart of your target market, it’s okay to aim high, but ensure it is a high that won’t leave your PR/Legal/Account departments running helter-skelter to save the company.
Don’t forget the market that welcomed you will test you
Case in point: Saro misbehaving after becoming Anikulapo.
As a marketer/brand owner keep these two things in mind: when the world begins to sing your praises, don’t forget there are pitfalls; secondly, when you get to the top, don’t treat your customers like trash. Consumer is king, and your brand is what consumers say it is. When building a successful business, everything screams for attention.
The attention, love, acceptance, and accolades will come pouring in from all sides, but that’s where the real job begins for you, in fact, that is the time to prioritize customer service; brand awareness soars with positive customer experiences.
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